Burnout to Breakthrough: How Running Sparked This Creative Business

Meet Cindy Smith

Working in what was once her dream job at Google, Cindy Smith experienced burnout. “That's when I turned to running. At first, running a single block felt impossible, but I stuck with it, mile after mile. It became more than just exercise; it was my way of coping with stress, growing personally and dealing with life's tougher moments, like grief and self-doubt,” Cindy shared. 

In her running journey, Cindy felt inspired to create uplifting and cheering products for runners, which gave way to starting her business, Pen and Paces. “My most popular product is our name bib kit which allows runners to put their name on their shirt during a marathon. This encourages spectators to yell their names and gives runners the boost they need during tough times in a race. It also makes for a very memorable race experience!”

Cindy shares more about her endeavor and offers good advice for budding creative entrepreneurs. Read on.

When did you realize that you wanted to start a creative business?

I started creating stationery for runners during the COVID pandemic and people started buying them on Etsy! So I started creating more products and slowly growing the business. 

How do you define success for your business?

Success is creating as many uplifting moments for runners. My goal is to achieve one million uplifting moments. Each product sold equals one uplifting moment!

Where do you find inspiration for your work?

I find inspiration in other runners, from professional to amateur runners chasing big goals. I love hearing their stories and take inspiration from them. I also get inspiration from my own running journey. I have so many ups and downs in my journey, and I want to create products that are useful in the whole journey. 

What's one piece of advice you wish someone had given you when you first started your business?

I wish someone gave me a handbook on how to handle the difficult times. Businesses take a long time to build, and as an owner and entrepreneur, you have to be able to endure the high highs and the low lows, and there are no shortages of hard times. Being able to have tools to regulate emotions, keep trying when you are down and keep going is key. 

What advice would you give to someone who wants to start selling their art or creative product?

My advice is to know your customer. Who are you trying to serve? Who is interested and wants to buy your product? Talk to them early and often. You will learn so much from them.

What's something our audience would be surprised to learn about you?

I do not have a formal art background! I learned how to draw by trial and error— the same way I am learning how to run a small business!

As creatives, we can be continuously creating and refining our art. How do you handle perfectionism?

I learned in my career in technology that perfect is the enemy of progress. I'd rather get out a good product and get feedback and iterate a product than spend too much time 'perfecting' it. 

What's something that surprised you about running a creative business?

It has surprised me how much I have to repeat myself. Marketing for the business is hard, and I realize that I have to say things a million times and people still won't hear the message, so I just have to continue putting myself out there. 

What’s your advice for handling the highs and lows of running a business?

Keep going—if this is your true interest and your goal is to be a successful business, keep going keep improving and you will get there. 

Has someone ever criticized your work? How did you handle it?

Yes, I take all criticism as feedback. One of my mentors always said that feedback is a gift and I truly believe it. 

What's a cause you are passionate about?

Stop AAPI Hate. This organization advocates for the Asian American and Pacific Islander (AAPI) community and fights against racial injustice in the AAPI community. As an AAPI female entrepreneur, I want this world to be a safe place for my family and future generations. 

Can you share the name of a supplier or vendor that you use for your business that you just love—one that makes running your business a bit easier? 

I use Google collaboration tools on a daily basis—Google Sheets, Google Calendar, Gmail. I can't live without them!

What brings you joy?

Creating products that bring cheer and smiles to runners brings me a lot of joy. Also a good long run in fall weather brings me a lot of joy. 

Thanks, Cindy! You can learn more about their work at www.penandpaces.com.

Editor’s Note: This interview has been edited for length and clarity.