Our disappointing reality has been seemingly illuminated and emphasized throughout the onset of the global coronavirus pandemic. This is made evident through the shortcomings of governments and countries worldwide in combating the rapid spread of the said virus. Dionna McPhatter has described this in her LinkedIn article—“The Great Reset”—as “a problem of ingenuity, discernment, imagination, humility, and coordinated action.”
Dionna is an African-American basketball all-star from Pickerington, Ohio. She went on to major in management with a minor in systems engineering at the United States Military Academy and graduated in the top 15% of her class. Afterwhich, she spent several years climbing up the corporate ladder at leading consumer goods corporations Reckitt Benckiser and Procter & Gamble. She ended her corporate career at the former company as the Vice President of Insights & Analytics and helped grow brands like Lysol, Mucinex, Durex, and French’s, among others.
After working a decade in the consumer goods industry, Dionna teamed up with a friend from her alma mater and founded BLKBOX. As a result of years dealing with the absence of an agency that would live up to their standards—an agency that they would hire—the duo built the tech-driven marketing agency catering to clients that wanted to challenge the status quo. Dionna prides herself on the company being able to bring something new, although unfamiliar and uncomfortable, to the table. She shares in an interview with Career Contessa, “BLKBOX is all about helping people lean into discomfort because that’s when real growth begins.” When Dionna moved onto her latest venture, the marketing agency had over 100,000 Instagram followers and catered to more than 30 companies listed in the Fortune 500 from their Manhattan headquarters.
In an article by The Drum in 2018, Dionna was praised as “One Of The 70 Women Of Color Who Should Be Speaking At Marketing Conferences.” The behavioral scientist and data entrepreneur was also recently featured in Fast Company and Forbes, with the articles entitled “I Felt Like I Was Representing Every Black And Young Person” and “Why A Visionary West Point Graduate Wants To Save Your Brand” respectively.
Dionna launched a new company recently, called Nacci—a tech-driven organization built to blend art & science by utilizing patented data storytelling to aid companies and brands worldwide.
One of her goals is to help people understand that a person’s identity is not connected to how other people see them—and how this can be applied to numerous industries and facets in our life. “Consumers feel misunderstood by brands. Brands feel misunderstood by consumers. People feel misunderstood by other people. And ultimately, we’re all misunderstood because we’re all too busy trying to put one another in a box,” she says. Dionna’s mission is to encourage people to stop with boxes altogether and choose curiosity, not assumption.
In “The Great Reset,” the data entrepreneur expresses her worries about current systems in place in the world and expresses her suggestions as to how one can join her and use their power for good. In said article, she poses significant questions: “What if the problems that matter most require a solution that is sustained, coordinated, and comprehensive? What if our problems, in healthcare and beyond, are epidemic and chronic — the symptoms of a more widespread brokenness? What if the problem is more agile than we are and invisible to the naked eye?”
Nacci has launched a campaign called FutureOf, which will serve as a coordinated, data-driven ecosystem aimed at reshaping the future of brands and industries to improve our collective quality of life ultimately. Dionna invites everyone to be part of building a better world through this platform.