In this episode of The Speed of Culture Podcast, Suzy founder and host Matt Britton sits down with Beth Wood, Executive Vice President and Chief Marketing Officer at Principal Financial Group. Wood shares her insights on navigating the financial services industry, the role of grit in leadership, and Principal's unique approach to brand-building through empathy and expertise.

Unlocking the Power of Purpose-Driven Leadership and Authentic Connections

From Accidental Entrepreneur to Financial Leader

Beth Wood's career journey took an unexpected turn when she inherited her mother's coffee business, launching her on a path she hadn't anticipated. As an "accidental entrepreneur," she was suddenly responsible for managing finances, operations, and succession planning—a crash course in resilience and adaptability. This experience not only shaped her as a leader but sparked a deep commitment to supporting other small business owners facing similar challenges. Now, in her role at Principal, she leverages this firsthand insight to champion financial literacy and accessible planning resources, helping entrepreneurs prepare for the unexpected with confidence.

Empowering Small Businesses Through Financial Literacy

Beth's background as a business owner gave her firsthand insight into the financial literacy gaps that many entrepreneurs face. During her time at MassMutual and Guardian Life, she developed a deeper understanding of essential financial planning topics, from life insurance to business valuations. At Principal, she applies this knowledge to empower small business owners with accessible tools, focusing on topics like employee benefits and succession strategies that foster long-term security and planning.

Crafting a Brand that Resonates in a Fast-Paced World

Through impactful partnerships with names like the NCAA and a forward-thinking approach to financial literacy, Principal is setting a new standard for purpose-driven brand-building. Wood's expertise in storytelling and her commitment to authentic connections have been instrumental in crafting a brand that resonates deeply with consumers in today's fast-paced world. By leveraging empathy and expertise, Principal is offering a roadmap for businesses and individuals alike to achieve financial security and success.

The Power of AI: Empowering Humans to Achieve More

"AI isn't here to eliminate jobs. It's here to make humans superhuman," Wood says on the podcast. "And I love that because it does remind people that you can be so much more productive and efficient if you understand the value and the opportunity of the use cases of AI." Principal's embrace of AI-powered solutions is not about replacing human talent, but rather about amplifying it. By harnessing the power of technology, the company is empowering its employees and customers to achieve more, unlocking new levels of productivity, efficiency, and financial security.

Navigating the Financial Services Industry with Grit and Empathy

With over three decades of experience in financial services, Beth Wood has honed her leadership skills and developed a deep understanding of the industry's unique challenges. Her expertise in brand-building and storytelling sets her apart, making her an influential voice in connecting with consumers through purpose-driven marketing and partnerships. By blending grit and empathy, Wood is leading Principal's charge to redefine the financial services landscape, offering a fresh perspective that resonates with today's consumers.