Corina Burton is the Co-Owner of CPR Construction Cleaning and CPR Productions. She has over 15 years of industry experience in business to business authentic marketing and sales. Corina is driven by her passion and is considered an industry leader. Her expertise includes experience in negotiating contracts, sales, business development, customer relationship management, and event management. In addition to her primary responsibilities as Co-Owner of CPR Construction Cleaning, Corina’s main goal is to provide her clients with industry partnerships, high quality customer service, and clients total satisfaction. She prides herself in being a problem solution specialist with those she works with. She interfaces with her clients on a daily basis and during every stage of the cleaning process. She is relentless in her pursuit of excellence.
Hello Corina. Thank you for participating in this Q&A session. We would like to start by exploring your origin story. Please give us an overview of your background and initial career aspirations?
Corina: I started my journey as a single mother of three living in West Hollywood, and finishing my college education with no money, before becoming a successful co-business owner of two of the fastest-growing companies in a male-dominated construction cleaning industry.
When I started my career at 30, I never envisioned myself in the restoration industry, let alone in business development. I began my career with a company I quickly realized didn't represent my core values of transparency, honesty, ethics, and integrity. Unfortunately, I didn't learn this until it was too late. Still, I stayed true to myself and what I believed in, even though I experienced financial loss. When I left this company to join another, my clients followed.
I knew at the time, if I could overcome these pivotal challenges in my life, then anyone can.
As time went on, I recognized the key to my success was developing authentic relationships with my clients, based on authenticity and integrity. I have always stayed true to my convictions, and I honour my words.
My reputation follows me where ever I go, not because I am the best at sales or business development, but because of my authenticity and integrity.
Eventually, I decided to leave the business world as an “employee” to create a company that truly represented my core values of transparency, honesty, ethics, and integrity. This was how my entrepreneurial journey started.
What originally attracted you to entrepreneurship?
Corina: I was attracted to entrepreneurship because it allowed me to build my own company culture based off authenticity, integrity, transparency, and work ethics. I wanted to utilize my company to be a vehicle to promote change in the industry that I represent, and my community.
What key challenges have you faced in your entrepreneurial journey to date, and how have you navigated these?
Corina: One of the key challenges I faced in my entrepreneurial journey was having to walk away from two business partnerships, and being left with nothing. Everything that I had invested in my previous business partnership was gone.
For those that are scared of taking a risk to pursue entrepreneurship, I understand what you're going through. I didn’t give up the dream, because my intuition kept guiding me to keep pursuing my goals.
When you take risks to pursue your dreams, and move past the fears, it can lead you to some of your greatest breakthroughs, and successes. For entrepreneurs, that is perhaps the most important lesson of all.
Another key challenge of mine was being a single mom, and provider for my family for the first five years of my entrepreneurial journey.
Being a mother of 4, wife, and entrepreneur, allowed me to become more aware of how I invest my time throughout areas of my life, and maintain a healthy balance of life and business.
Has your entrepreneurial journey been influenced by any past or present business leaders?
Corina: My father and grandfather were both inventors. They made impactful and long lasting differences in the water conservation community, with their successful business.
What’s the origin story behind your co-owned companies "CPR Construction Cleaning” and "CPR Production”?
Corina: We created CPR Construction Cleaning to set the industry standards in construction cleaning, and to enable and empower women in the construction industry. There was little to no industry standards in construction cleaning, which resulted in poor quality control and lack of awareness in construction waste. We established a new of construction cleaning standard and became the most innovative and eco-friendly service provider in the nation.
CPR Productions was created to help companies tell their “why” on social media in an authentic and humanising way. Storytelling is at the core of our creative approach. After growing CPR Construction Cleaning into six states in less than two years, we saw a need of using our authentic approach of content creation to help support other businesses with the same goals.
Do you run any other business enterprises and what products or/and services do they offer?
Corina: Yes, Corinaburton.com is my coaching and mentoring program site. Has the COVID-19 pandemic had any impact on your business enterprises, and how have you navigate this?
Corina: No. Our first full year in business was in 2020 and we had an annual revenue just under a million dollars. We achieved this through our social media approach, and due to the demand for our specialised construction cleaning.
How do you manage work life balance between running successful businesses and spending time with family?
Corina: I am truly fortunate to have a wonderful support system at home, which has allowed me to continue growing CPR Construction Cleaning, while being a mother. Especially during a time my children were struggling to understand the lockdown and isolation. I was not always supported like that in my past. My marriage today is equal in all opportunities. We still have many and various roles, and it doesn’t always conform to the traditional male and female roles in past society. It works for us. As a family and as individuals, and I am extremely grateful for my partnership in life.
Before we conclude this interview, what advice do you have for aspiring business leaders, on how to launch and sustain a successful business?
Corina: We all have our own version of success. For a professional athlete, it’s a gold medal. For you, maybe it’s launching your business, overcoming your fears, or living out your greatest purpose in life.
Success in any area of your life happens when you develop the psychology you need to give 100%, no matter what obstacles and challenges arise.
The key to unlocking that level of success is the same for you as it is for me. The key is mindset. Mindset is about understanding the world by understanding ourselves.
Sometimes the only way to get past your fear is to recognize it, name it and commit to whatever you need to do, to get past it.
Thank you Corina for participating in this Q&A session, we wish you all the best.
Corina: Thank you
