Lori McFarling, CMO and SVP at Discovery Education, and Native of Laguna Beach   

A California girl – from no less than Laguna Beach (that past staple of MTV, as she points out) – Lori McFarling now works in Washington D.C. as the CMO and SVP of Global Partnerships for Discovery Education/Communications.  The company’s TV channel is of course Discovery, which  often seems to offer beautiful, blue-hued pictures and stories about ocean life, or snowy vistas filmed in Alaska, which many viewers can turn to for IQ-raising when they are Kardashianed-out.

McFarling landed at Discovery Education after several “career pivots,” as she notes — but in fact, except for her first role (working in consumer packaged goods at Proctor & Gamble), her subsequent jobs were all about working in media for some higher purpose: she had roles at C-Span and Discovery Communications before moving to its Education division.

In the Q&A below, McFarling offers intriguing observations about interviewing; supplies a great book recommendation (the extraordinary Composing a Life, by Mary Catherine Bateson, daughter of famed anthropologist Margaret Mead); and notes that she is a proud maker of chocolate-chip pancakes, which she promises are the best breakfast you will ever have. However, her professional passion is her work at Discovery, and her succinct comments about do’s and don’t’s at the office, advice to women starting their careers, and charming, self-deprecating response regarding a “power outfit” make it clear that her priority is the work itself: educating students throughout fifty countries via her employer’s global presence. 

Can you tell the readers a little bit about yourself?
Having grown up on the west coast, now living on the east coast, and traveling regularly to all points in-between, I’m fortunate to have a strong network across the country.  Whenever I meet someone new, I always try to make a connection – I’m a firm believer in the “six degrees of separation” theory. If we don’t know someone in common, then I’ll keep talking until we find a mutual interest – and more often than not, we end up laughing about our shared love for the Wall Street Journal, Colorado, Swedish Fish, reading, any form of caffeine, Texas singer/songwriters, innovators in education, and being a mom!  

What does a day in your shoes typically look like?
I’m lucky to be on my feet all day, from the moment I roll out of bed at 5:30 a.m. to begin the “get-the-kids-to-school-on-time” sprint, followed by a day that’s chock-full of partner meetings,  with anything from corporate, nonprofit and foundation collaborators, to school visits, conference and industry events and internal meetings with the DE team — right up until I fall into bed around 11 p.m!

I love that every day is different.  The one thing that’s consistent, though, is that I love what I do.

What is your breakfast of choice?
Chocolate-chip pancakes (making, not eating.)  Everyone knows you come to our house for Friday night sleepovers because you are guaranteed the best Saturday morning breakfast, ever.  

What are your rituals or tips for staying energized and motivated?
Talking to everyone in the organization, and not being afraid to make a change.  If we see an area where we can do better, we pull together the right team of folks to ideate around solutions.  Change to me is motivating, because it means we’re not stuck in the past, and that we’re all leaning forward towards the future together.

What is the favorite part of your job?
Hands-down, I love working for a purpose-driven organization that is a disruptor in our space. We support districts as they transition to digital learning environments, and we partner with educators in their important work to transform student outcomes. Aligning classrooms and like-minded corporate and non-profit partners around initiatives that positively impact student outcomes is a win-win. Our success is measured by students’ success – and that’s really my favorite part of the job!

What and who inspires you at work?
That’s a simple one: teachers. Our nation’s educators inspire me most – along with the young people they guide who are using what they are learning in the classroom to literally change the world.

Do you have a “Power Outfit” that you wear for a big meeting or important work event? 
I love that question!  I wish I were smart enough to have a pre-identified “power outfit” at the ready. I have so much to learn.

What is your favorite leisure activity after a stressful workweek?
Being with my family, and remembering that there are more important things in life then stressing about work.

How does your culture/background influence your work?
My parents were incredibly hard-working people. While neither attended a traditional four-year university, both instilled in me a love of learning and a strong work ethic.  They believed that there was nothing I couldn’t do if I worked hard and got a good education.

I’d like to believe that my passion for the young people we serve is a direct result of knowing what’s possible when someone believes in you — and how that belief opens the door for you to explore your world.

How many times have you changed your career direction? 
I was recruited out of college to work in CPG (consumer packaged goods), joining Procter & Gamble’s Food Service & Lodging division.  To this day, I tell anyone that will listen that there’s no better training than P&G. I

I then pivoted to politics, moving across country to break in at C-SPAN, the cable satellite public affairs network. I was fortunate to work with innovative, passionate colleagues there, from whom I learned a great deal about the importance of investing in relationships.  Working at a nonprofit  also gave me the opportunity to wear many different hats and take on leadership assignments that would normally take years to be exposed to.

I then moved to the broader TV world, joining media giant Discovery Communications, where I’ve had the incredible opportunity to work with industry leaders across the areas of content distribution, B-to-B and B-to-C marketing, network operations, online, and public/private partnerships.

My fourth career pivot has been to education, when I jumped at the opportunity to join the leadership team of the company’s fledgling education business seven years ago.  Today, Discovery Education is one of the company’s fastest-growing units, serving over 38 million students and 3.5 million educators in the US, as well as fifty countries around the world.

What has been the biggest obstacle in your career, and how did you overcome it? 
I would never use the word “obstacle,” but probably the biggest challenge has been attempting the work-life balance. Some days I succeed, some days I don’t. I do know, however, that I’m fortunate to work for a company and a leader that really walks-the-talk when it comes to supporting parents and caregivers.  I also happen to have the world’s best husband! 

What are your most steadfast ‘don’t’s’ rules regarding work and the workplace, and what are your most cherished ‘do’s’?
Don’t waste time. Get to the point. If it’s good news, share it.  If it’s bad news, share it faster!

What are the most important qualities of a good leader?
Colleen Abdoulah, Former CEO of Wide Open West (a cable provider in Colorado), told me once that a leader’s job is to empower her employees:  help them overcome obstacles and provide them with the support, encouragement and resources to get the job done.  Her advice has always stuck with me.

A good leader first and foremost hires the very best people – actively seeking to bring diverse perspectives and experiences to the team, and to create a culture of open communication where the shared vision is regularly discussed; where conflict is resolved openly; and where the freedom to take big swings and make reasoned decisions — without fear of failure — is modeled daily. A smart leader doesn’t just listen to what is being said; he or she proactively probes for what is not  being said.  That’s oftentimes where real innovation occurs.

What are the unforgettable traits of role models who have inspired you?
A former CEO told me to never be afraid to ask questions. It wasn’t uncommon to see her pause a meeting — no matter who was presenting — to seek clarification on a point.  I initially was surprised at her confidence in letting us know that she didn’t know everything, but I quickly learned that she was the smartest person in the room: she never let something go by that she didn’t fully understand.  She knew what she didn’t know, and figured out whom to ask in order to understand it.  So in fact she subsequently left every conversation smarter than when she walked in, and smarter than all of us.  She never felt the insecure need to pretend to “know it all”’ She was inspirational in her confidence, her humility and desire to always be learning.  That has stuck with me for years. 

How have mentors impacted your personal and professional development?
I’ve been fortunate to have many mentors throughout my career, from C-SPAN Founder Brian Lamb to David Zaslav, Bill Goodwyn, Marjorie Kaplan, and the incredible leaders at Discovery. I’ve been given the opportunity to take risks, to learn from mistakes, and to contribute to the company in a myriad of ways, across a range of businesses. Personally, I’m blessed to also have colleagues who have turned into lifelong friends. Through their generosity, support and willingness to share their experiences, I’ve grown in ways too numerous to count.

What are three questions you like to ask during an interview to know if the candidate is the right fit for the job?
I don’t believe in following a formal script when interviewing a candidate, so I always start with the same question – “What’s your story?”  I find that how a candidate answers that one question will tell you a lot; you’ll learn how they define themselves. In other words, how do they describe their path and what inspires them? Can they tell their own story in a way that is logical, that makes sense, and is engaging? How that question is answered tells you how someone thinks.  I have found that knowing how someone thinks is the most important thing of all.

What advice would you give to women starting their careers?
Contribute. You need to find a way to make a difference.  I always tell members of my team that they should not be afraid to speak up in a meeting.  If you are going to meetings and just sitting there in silence, something is wrong. If you’re invited to the table, there is a reason why you were asked to be there.  Speak up and contribute to the dialogue. It should matter that you were there. 

What book would you recommend for women just starting their careers?
Composing A Life by Mary Catherine Bateson.  I can’t remember who recommended it to me, but I’ve suggested it to numerous friends and colleagues over the years.  I won’t tell you any more, other than to read it.  You’ll be glad you did.

What is your favorite quote you try and live by?
“Live Big.”  In work, in relationships, in everything.  Make the decision to wholly commit to what matters to you, to be present, and to swing for the fences.