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Rice names Associate Vice President for Industry and New Ventures

Centers & Labs
Entrepreneurship
Technology
School Updates

Rice University’s Office of Innovation has named Brad Burke as associate vice president for industry and new ventures. This new role creates alignment with initiatives in the Office of Innovation and enables the Rice Alliance for Technology and Entrepreneurship to further Rice’s industry relationships and accelerate the scaling of Rice startups.

Avery Ruxer Franklin
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Brad Burke. Photo by Jeff Fitlow.

Rice University’s Office of Innovation has named Brad Burke as associate vice president for industry and new ventures. This new role creates alignment with initiatives in the Office of Innovation and enables the Rice Alliance for Technology and Entrepreneurship to further Rice’s industry relationships and accelerate the scaling of Rice startups.

Burke joins the Office of Innovation to support new technologies created by Rice faculty, students and alumni, leveraging the alliance’s extensive experience building industry partnerships and supporting startups with access to mentorship, funding, pilots and customers. In addition to supporting Rice-affiliated technology company growth, Burke will lead the strategy and development of new and existing corporate collaborations, community partnerships and marketing strategy for the Office of Innovation. His responsibilities will extend to the Ion, driving programming to enhance its position as a premier hub for startup activity in Houston.

In addition to his appointment as associate vice president, Burke will continue to serve as executive director of the Rice Alliance, leading flagship programs with the alliance team.

“The Rice Alliance has played a key role over the past two decades in building Rice’s reputation as a leading institution for innovation and entrepreneurship,” said Rice Chief Innovation Officer and Vice President for Innovation Paul Cherukuri. “We are thrilled to have Brad Burke join the Office of Innovation to support our faculty and students in commercializing their inventions.”

Over the past two decades, Burke has led and grown the Rice Alliance to its key role in the global university innovation ecosystem reaching rank of No. 1 university incubator in 2013 and ’14, and contributing to Rice and the Jones Graduate School of Business’ rise as global leading entrepreneurship programs (No. 1 graduate entrepreneurship program for five years in a row). Since inception, more than 3,355 startups have participated in Rice Alliance programs and raised more than $25.8 billion in funding.

Previously, Burke founded and managed the Houston office of Viant Corporation, a premier internet consulting firm, that went public via IPO in 1999, before being acquired in 2002. Prior to Viant, Burke was a principal with CSC Index, the former management consulting division of Computer Sciences Corporation (CSC). Before CSC, Burke held executive management positions with Exxon. He received his MBA from Northwestern University’s Kellogg Graduate School of Management as an Austin Scholar and his Bachelor of Science from Vanderbilt University.

 

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On April 14, Rice made history by hosting its inaugural Rice Day at the Capitol. More than 50 students, faculty and staff traveled to Austin for a full day of advocacy, education and celebration. The event served as a showcase of the university’s statewide impact in areas ranging from innovation to the arts and sciences.

In The Media

"I chose the Online MBA because I needed the flexibility. I have a mortgage to pay and couldn’t afford to step away from work. Rice Business’ program gave me access to a top-tier education while allowing me to grow my career and remain financially independent."

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Rice University Business Plan Competition 2024 For Student Entrepreneurs

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Applications are open for university startups to compete in the Rice Business Plan Competition from April 6-8, 2024. The competition, entering its 24th year, gives collegiate entrepreneurs real-world experience to pitch their startups, enhance their business strategy and learn what it takes to launch a successful company. 

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Understanding Healthcare Through a Different Lens feat. Keri Sprung ’22

Flight Path
Flight Path
Healthcare

Season 4, Episode 7

Host Maya Pomroy catches up with her friend and fellow ’22 alum, Keri Sprung, in this episode. Listen as they chat about their unforgettable Executive MBA cohort days, Keri’s passion for healthcare and innovation, and the importance of finding good mentors.

Keri Sprung Headshot

Owl Have You Know

Season 4, Episode 7

Keri Sprung ’22 is the vice president for education and director of the Women’s Center at the Texas Heart Institute. She provides strategic direction to the physicians and scientists leading innovative research, education, and clinical programs at the Institute in partnership with regional, national, and international collaborators.

During her studies at Rice, she served as the class representative, co-chair of the Rice Business Association for Executives, and a Rice Business Board Fellow for Children At Risk, a non-profit that serves as a catalyst for change to improve the quality of life for children through strategic research, and advocacy. Upon graduating from Rice Business, she was honored with the M.A. “Mike” Wright Award, the top leadership award. 

Host Maya Pomroy catches up with her friend and fellow ’22 alum in this episode. Listen as they chat about their unforgettable Executive MBA cohort days, Keri’s passion for healthcare and innovation, and the importance of finding good mentors.

Subscribe to Owl Have You Know on Apple PodcastsSpotify, Youtube or wherever you find your favorite podcasts.

Episode Transcript

  • [00:00] Maya: Welcome to Owl Have You Know, a podcast from Rice Business. This episode is part of our Flight Path series, where guests share their career journeys, the stories of the Rice connections that got them where they are.

    Our guest today on Owl Have You Know is a 2022 Executive MBA, who soaked up every last drop of the Rice Business experience. Keri Sprung gives 100% to every opportunity and challenge she is given, and Rice Business is no different. 

    She shares her flight path from pursuing a biology major as an undergrad to being a vice president of marketing at a biotech firm, to also being a co-founder of two medical device companies. She tells us about her time at Pfizer, a short stint in the housing market, and what led her back to her passion for medicine and innovation.

    Currently the vice president for education and the director of the Women's Center at the Texas Heart Institute, she shares what ignited her desire to come to Rice Business for an MBA and the profound impact that has had on her life and goals for the future.

    Keri, welcome to Owl Have You Know. We're so thrilled to have you here today.

    [01:10] Keri: Oh, thank you, Maya. It's my pleasure. And it's really an honor to be invited.

    [01:14] Maya: Well, full disclosure before we begin. We were in the same graduating class of 2022. We were the COVID cohort. And so, I just want everybody to know that this interview is going to be a little bit different than all the others, just because we have such a strong friendship. And it's like I'm talking to my sister. So, if anybody's thinking about Rice Business, this relationship, in and of itself, is reason to choose Rice over any other program.

    [01:46] Keri: Absolutely. It's, one of the things I wanted to mention today is, you know, you join the program to learn business and to brush up your skills, but, you know, you definitely are going to meet some of your best friends that are going to be lifelong friends. And so, get ready for that.

    [02:01] Maya: It's the best part. So, Keri, you're the vice president for education and the director of the Women's Center at the Texas Heart Institute, which was founded by world-renowned heart surgeon, Dr. Denton Cooley, in 1962. You really are the poster child of Rice Business. You have more than two and a half decades of experience. You've been an entrepreneur. You've been the VP of marketing. You've literally created the entire communications program at the Texas Heart Institute.

    And there's so much to get through and there's so much I want to talk to you about, but let's start at the beginning. Let's start at UT. We both went to UT. You, however, were a biology major. So, tell me what brought you to UT and what sparked the love for biology.

    [02:50] Keri: Oh, gosh. I think, my entire life, I loved math and science. And so, biology was really by accident. I started out pre-nursing. There was a nursing shortage, as there always is, back then. And everyone said, “You should go into nursing. You love medicine. You love health.” And so, I started out as pre-nursing.

    The programs were really just growing at the time. And then, when it came to actually getting into the thick of the coursework, there really weren't spots. And so, I said, “Well, this is a lot of science and math. I might as well go pre-med.” And I liked biology, so that's what I stuck with. And that's what I ended up graduating with.

    [03:28] Maya: And so, what did you do after graduation?

    [03:30] Keri: Oh, good question. So, I think I never intended, really, to go into medicine. So, I realized I was, I was not going to become a doctor. I had a lot of fun in college and I ended up working during college. And I really embraced that. And I'm a workaholic, as I am today. So, I worked a couple jobs. One of them was a clinical-focused job in the orthodontic area, and I had some great bosses. And I also had a fun job at the Cado.

    And then, after that, I was just really used to the pace of working. And so, I was really fortunate to be hired by Pfizer Pharmaceuticals at a time when Pfizer was Company of the Year in Forbes and Fortune had named them one of the most admired pharmaceutical companies. And it was very exciting. I worked for a division where every drug that I was representing in marketing was the first in its class. And I was the rookie of the year. I just really embraced it because all the biology that I learned was very useful. And I was able to just walk out there and talk to doctors. I was very social. And I guess I learned that at UT. I was really good at networking and had a lot of fun just walking out and representing really great drugs and top in their class and talking about medicine all day long.

    [04:46] Maya: So, how many years were you at Pfizer?

    [04:48] Keri: I was at Pfizer about six years. And I started out in the Northwest Houston area and ended up in the Texas Medical Center. So, that's where my journey with the Texas Medical Center started. And I was in charge of all the Baylor College of Medicine accounts — so, any hospital that was affiliated with Baylor College of Medicine. And I still, to this day, work with Baylor College of Medicine. So, it was very exciting. I work with Methodist and St. Luke's and Texas Children's, the VA and Harris County Hospital District, which is now Harris Health. It was a lot of fun. And some of the doctors that I met there, I work for today and work with us at the Texas Heart Institute.

    So, that was a lot of fun. And then, I decided to pivot. I realized that I embraced pivoting before pivoting was a trend post-COVID. So, I decided to pivot and take my one exit from medicine and go, try to do some work in the real estate industry. And I really didn't know what I was doing. It was an outside sales job. And pretty quickly, a very wise mortgage broker looked at me and said, “You really should go back to medicine. This is not for you.” She let me work for her for a few years, and I learned a lot about mortgage banking, realized I needed to get back to medicine.

    So, I started to look for a device job, which is a very natural progression when you're in pharmaceutical sales. You think, “Okay, what's next? I want to go work with devices.”

    I ended up finding a really fun startup in Austin, Texas. Getting back to Austin, which I missed, I worked there for a few years. It was in a different area of medicine. It was in orthopedics. And most of what I had sold were medications for cardiovascular disease. So, I kept thinking, “I've got to get back to the heart area.”

    But I really enjoyed it. It was a startup investor relations/marketing job. I was the vice president for marketing. I helped them set up trade shows and hire a sales team and work with our investors and work with the different doctors that were using the products that they were distributing.

    And then, I pivoted again and decided to work with a graduate from Kellogg, newly minted MBA out of Kellogg and a newly minted PhD out of UT. And we started our own distributorship. We basically had a service model, where we went around and built out different markets across Texas. And we represented one device. We negotiated a non-exclusive license to market this point-of-care device where we worked in all the operating rooms.

    And so, we would throw on scrubs, get in our car, throw our devices in the back of our trunk. And we would just park it in different cities for weeks on end and build out the markets and hire staff. It was fast and furious. I was pulling over on the side of the road, putting invoices in the computer and sending them over, you know, to my partners to, you know, make sure that we were keeping all the finances straight.

    And I really realized I was crazy. You know what? We were all crazy. We were very young. And what are we doing? Luckily, somebody in the group had an MBA that was helpful.

    But I think then is when I started to realize it might be fun to understand business from a different… through a different lens. I was very strong in science. I was very strong with relationship management. But I was missing some details there. And I knew it then. I actually divested my interest to that company and had some money in my pocket and decided to volunteer for a few years with a nonprofit in Austin, working on advocating for stem cell research and responsible policy. It was, kind of, a role where I was just helping the founder and share this nonprofit to educate the community about science and medicine, something I do today.

    I had a lot of fun, but I realized I needed to make some money. You know, my cashflow was not there and that was not going to work forever. You know, it was time.

    [08:37] Maya: Yeah, that's important.

    [08:39] Keri: Got to go back to work. I needed to be gainfully employed. So, I started to look around for a job. The Texas Heart Institute invited me to come back and work for them. They said, “You know, all the things that you're doing out here for this nonprofit, we would like you to move back to Houston and work for us.” And, you know, that didn't take very long to say yes. That was a great opportunity. Dr. James T. Willerson, he was the president of the Texas Heart Institute at the time, just a visionary man, really my mentor. And we are here today still at the Texas Heart Institute.

    [09:10] Maya: So, I was going to ask you about, you know, your mentors throughout your life. So, Dr. Willerson was one of them. Tell me about that relationship that you had with him, because obviously, they sought you out. So, tell me about that relationship and what it was like to work with him.

    [09:27] Keri: Oh, gosh. It was a lot of fun. The very first day, I remember sitting down and he put me in this tiny office and said, “You know, we don't really have a role for you here quite yet, but just, dig in, take my lead. And there's a lot to do. We're going to recruit this phenomenal scientist and build this new department called the department of regenerative medicine. And, we'll take it one day at a time.”

    He brought me into every meeting. There was this one meeting at the American Heart Association annual conference. And he said, “Just follow me around.” And I said, “Are you sure I should be here?” And I realized I was sitting in a room with all of the editors of the Journal of the American College of Cardiology, and it was almost like a roast type of dinner. And he just introduced me as, you know, his new assistant, Keri from the Texas for Stem Cell Research, and “She's now working for us, and she's going to help us build our regenerative medicine program.”

    But he was very kind. He introduced me to the board members. He was patient. He gave me assignments and projects that had a lot of meat. They were challenging.

    About four months in, he looked at me and he said, “You are going to now work with the Center for Women's Heart and Vascular Health. This is one of our research programs. And you're going to work closely with Dr. Stephanie Coulter. The individual who had started that department was going to retire.”

    And I was mortified. I said, “Oh, my gosh, what am I supposed to do?” And he said, “You'll also be the director of constituent relations.” And I literally had to go look up, like, what does the director of constituent relations do? And one of my roles was to run the annual appeal, which is a development function. And I did not know anything.

    [11:03] Maya: What did it say when you looked that up?

    [11:06] Keri: It's extremely broad. It's a very broad job description, you know. It's a lot of external relations. It's building relationships. There's special projects involved. And so, I think I even spelled it wrong on LinkedIn. I mean, it was terrible.

    So, I actually turned to Rice. This is where the Rice journey started. I went to take courses at Rice, the Glasscock School for nonprofit leadership. I took a fund development course. I took an annual appeal course. I took a nonprofit finance certificate program class, and that was a practicum. And I remember getting in there, and you had to find a mentor. I went to my CFO, Fred Zeidman. He's a wonderful man, a great person to work with. And he said, “Of course, I'll be your mentor for this.”

    And once I got into day one, I realized, I looked at the core syllabus and it was a lot more than I thought. I had to clear my schedule. It was the summertime. And I just canceled everything that I had planned for the weekends, because this was going to take more time for me than I expected.

    But it was a great project and it was a great experience. And I think, then, I realized I could go back to school one day. I didn't know if I knew how to study, because it had been a lot of years at this point since I had been out of my undergrad.

    [12:20] Maya: But you've learned how to do so many things.

    [12:23] Keri: Yeah, I've learned how to do so many things along the way. And so, that's when it hit me. But I waited five years till I applied to the MBA program, because I was just worried I wouldn't get in. And life got in the way. I was busy. I kept moving up in different roles at THI, taking on more projects. But every time I was promoted, I almost never lost that other hat.

    And so, I was gathering, I was becoming a hat rack, and I had all these jobs. And I needed to learn how to work on our business and not necessarily in the business and lead teams and transfer some of this knowledge, because all of a sudden, you know, I was starting to become one of the older individuals in the room, not necessarily the young intern. That's when it hit me. I needed to connect some dots, and I needed to go back and take all that experience and make sense of it.

    [13:14] Maya: So, tell me about your application process to Rice.

    [13:17] Keri: Oh, my gosh. I did not tell anybody except my father and my mother and my husband. You know, it was sometime in the fall, I wrote some letters.

    [13:27] Maya: The fall of 2019, right, the fall of 2019?

    [13:30] Keri: Well, in 2019, yes, before, you know, before COVID. None of us knew COVID was coming. And I just spent a couple weekends. I spoke with a few individuals who I've always considered really close friends and mentors. One of them is in Austin, and she'd gone through the executive MBA at UT. Of course, she was really trying to talk me into coming back to UT. And I said, “I really love my husband and I love my friends and I love Houston, and I don't think I want to travel back and forth.” And thank goodness, because you really need your support system around you during this program. I think that would've been difficult. Would've been great to be back at my undergrad, but I really wanted to entrench in Houston because I plan on staying in Houston.

    So, I thought, you know, Rice is really the best choice. I'd already spent so much time at Rice. We collaborate with Rice at the Texas Heart Institute. Since about 2007, ‘08, or ‘09, I had been working with the Baker Institute, with Kirstin Matthews on projects related to stem cell research. And so, I was comfortable there. And I just really respected the faculty members who I had heard lecture.

    It seemed like all the signs kept pointing to Rice. I kept meeting people who went to Rice. Or their kids went to Rice, or I would listen to a lecture and, “Oh, wow, that's a Rice graduate.” So, it just seemed like it was… it seemed like the signs were there. And so, I submitted it. And it was around the holidays.

    [14:52] Maya: And the stars were aligning for you.

    [14:54] Keri: Stars were aligned. And then, I just closed my eyes and didn't think about it. And then, fast-forward to January, February, it's always busy at the Texas Heart Institute at work, and I didn't think much about it. And then, in March, things were starting to get very scary with COVID.

    I think Rice announced that they were going to shut down. And we were, the whole medical center was trying to figure out what was going to happen next. And we were locking down and preparing, and what are we going to do?

    And I remember getting a phone call from Rice saying, “We're trying to get in touch with you to come to this opening session. You were accepted.” And I remember pulling over on the side of the road. And I just thought, “Oh, my gosh. Oh, my gosh, I forgot that I even submitted this application because we've been so busy trying to figure out how to handle the potential global pandemic.” I said, “Of course, I want to go.” And that was it.

    [15:44] Maya: So, I remember the first time that I met you, there was a Zoom call of the women that were going to be in our cohort. And we were all in these little teeny tiny little boxes. We all introduced ourselves. And I'll never forget, I saw you in one of those boxes and you had just had this beaming smile because that's who you are, and this, like, dynamic personality.

    And after that Zoom call, you called me. And you said, “I want to introduce myself. My name is Keri Sprung. And I'm so excited and looking forward to being in this program with you.” And not only did you call me, but you called every single person in our cohort and introduced yourself and started building and cultivating those friendships and those relationships. And there's so many phenomenal things about you as a human being, but to really just give 110% of yourself to this program is really unique. And it says a lot about who you are. And it’s also why you became our Class representative of our cohort.

    And you also were awarded the Mike Wright Leadership Award at graduation, which is the top leadership award given to anybody at Rice University. And it just speaks volumes about the kind of person that you are.

    So, let's back up to the program, then we'll talk about the leadership award.

    [17:12] Keri: Well, thank you. You're making me blush. It's very kind. Let me just be very clear. I was scared. You know, this was a very big commitment for me. And I wasn't sure if I would fit in. I had waited a long time to go back to school. And so, I was happy to meet everyone, but I thought, you know, I have to get over this fear. Do I really belong here? Look at all these very capable individuals. I mean, every time I met anyone in our cohort, I was just in awe. Everyone was so accomplished, very talented, very well-spoken, super successful in their career. I mean, it was impressive.

    And so, I thought, I don't know. I'm just going to get over my fear. I'm going to call and get to know, because, when it gets down to it, we're all humans. And I found that, I think, everybody was afraid and everybody was excited and nervous at the same time. So, I guess that helped. I don't know. But it was, it was a lot of fun, and I just thought, “You know, if you're going to do this, you should just go all in. Put yourself out there. Make some friends or not, you know.”

    [18:18] Maya: No, I think everybody's your friend.

    [18:20] Keri: I think, too, that we, at that time, you know, we were shut down. We were locked up. I had gone back to work immediately because somebody had to go back to work and open the bills. And so, a few of us were going over to the institute. But I think we were all hungry for human connection at the time. And I think it was a time that somebody needed to break the ice and reach out. And I've just always been one to pick up the phone.

    I have to tell you, I do not love Zoom. So, this was a very difficult two years for me to be locked into a camera. But I really do like to just pick up the phone and call people instead of just all the back-and-forth emails and Zooming around. So, I guess that's why.

    [19:01] Maya: Tell me about your leadership journey, from really the beginning where you are right now.

    [19:06] Keri: One of the shining parts of the Rice Program Executive Program is the leadership component, the leadership track. And I didn't even realize, going in, how committed Rice was to making sure this leadership and personal growth component was interlaced into, really, the entire, the entire journey of the 22 months.

    And so, I grew as a leader, not just from the material we were learning, but I think the interactions with our cohort and the interactions with our deans and our professors. For me, I work, I work in a medical community, and most of the leaders I'm around are doctors and scientists. And so, it was really helpful for me to step out of the healthcare setting and to be around…

    Everybody was a leader, going into this program, already, but working on the different areas of their leadership, and it was really nice to learn from one another, and then really to have that opportunity use the program as like a learning laboratory and to try new things that, maybe, I was afraid to try at the institute, and to take on responsibilities, like being the Class co-chair. You know, I was working alongside of a co-chair, and we had to learn how to be co-leaders. And that was really a fun experience for me.

    You know, Luis Rodriguez was fantastic. We were very different in our leadership styles. Every problem that would come up, we would workshop those together and we would talk about it. And we would decide, you know, should we act, should we not act? Should we sit on this for 24 hours? Who should we call?

    So, it really was this side learning project going on in parallel to the coursework. And I encourage anybody who goes into the Rice program to really look around and to take these opportunities, because those activities really, really were where I was actually able to take the fundamentals and take what we were learning and apply it in real time.

    We were assigned a coach during the program. And I actually, still to this day, meet with that coach. And so, I found the value of coaching. I didn't really appreciate the value of coaching until this program. I've always sought out mentors and I've always been super fortunate to have amazing bosses, but mentorship is different. And I think I started to realize the value of that and the value of actually being a mentor, because you learn a lot when you're mentoring as well.

    [21:36] Maya: Right, and you're a mentor.

    [21:38] Keri: I am, yeah. I started mentoring, in 2013, Breakthrough Houston students and EMERGE scholars. And I was scared going into that, too. Am I going to be able to train them? Am I going to be able to help them? Am I going to add any value to their learning journey? But that was really the formal mentoring. And I'm going to continue that today, but I, for a period there, stopped finding mentors and I realized that that is really important.

    I actually asked one of our professors, Kathleen Clark, who was the brand strategy professor at Rice, if she would accept my invitation to mentor me afterwards. And so, we meet quarterly and talk about brand topics. And it's been really rewarding.

    [22:17] Maya: So, we did work together in quite a few of the classes that we had,

    [22:21] Keri: We did.

    [22:22] Maya: Because you could then branch off. Your second year, you can branch off and then, kind of, pick your own team. And that's, kind of, interesting as well, because everybody's just, kind of, sitting there looking at each other and you're so comfortable with the people that you've already worked with the year before.

    Then, in your second year, you're like, “But I know the way that that person works, and now you want me to, like, you know, step out of my comfort zone and find somebody else to work? I mean, I don't know if I want to do that.”

    And so, it, that's, I think that's certainly by design. And I think that a lot of us were a bit uncomfortable that second year of “You go find your own team.” And then, you know, it was, it was, I just remembered the big, the big eyes in the classroom I was trying to figure out. It was like, “Well, I mean, I know that person, but I've never worked with them before.” But I mean, that's life.

    [23:09] Keri: That's right.

    [23:10] Maya: You know, you have to be flexible and you have to learn how to work with different kinds of people. And even at the beginning, you know, they put you together with your team and you're working with people you've known for two seconds, you know, and you have to rely on them and trust them and depend on them and everything else. And then, they mix it all up and they throw it all up in the air that second year, I think, very deliberately, to teach you, you know, how to come out of that little comfort zone that you've got.

    [23:38] Keri: Yeah, let's talk about the volume of work.

    [23:42] Maya: Yes.

    [23:43] Keri: They say that you're drinking from a fire hose, and that's true. But I think that's intentional.

    [23:47] Maya: Yes.

    [23:48] Keri: So that you do have to trust your teammate, because you have to divide some things up. You have to trust that your group's going to get components of these assignments completed. You know, I think that's very intentional. There's just no way you can't work together. But that's the reality of business, you're not doing this alone once you get to this level. You're not going to be a good leader if you can't motivate a team and work with different teams with different disciplines.

    I was on a team with a lot of engineers and a doctor. It was really a lot of fun because they definitely had different strengths than I had. And I was worried I wouldn't bring something to the table with these three brilliant individuals. But really, all of our skills complemented one another.

    So, it was, it was really a lot of fun. As we grew through the program together, we were very comfortable, we were very efficient, and we knew one another, how one another could contribute. But we also flipped our roles. We tried not to let one person just lean on their core strength all the time.

    [24:48] Maya: Yeah. I mean, that's what you want to do. I mean, that's human nature. It's like, “I know how to do communications. How about if I do this, and then you do the spreadsheets because I'm not touching those with a 10-foot pole?”

    [24:57] Keri: Yeah. But this is where you're supposed to try new things.

    [25:00] Maya: Right. And fail.

    [25:01] Keri: Yeah.

    [25:02] Maya: I mean, not necessarily in the class, but just to, you know, to recognize that, “Oh, gosh, I really don't know how this program works.” And then, you can lean on your teammate or somebody in your cohort. Like, “Hey.” I mean, I can't tell you how many times I'm like, “Hey, can you meet me for coffee and explain Excel to me because I still don't understand it?”

    [25:22] Keri: They've done a great job cultivating the curriculum where everybody's almost on an even playing field, even though there's different strengths here and there. That goes away, as soon as you walk in there. And we're all challenged, but in the best way.

    It was exhilarating, exhausting, all of the above. But I remember feeling like, “Oh, wow, I'm going to miss this.” I felt like, “Wow, I want to graduate because this is exhausting, but I know I'm going to miss it the day we graduate.” And I do, you know. And I realized I should just enjoy every single moment because this is something that no one can take away from us. And it's for us, you know.

    So, these 16-hour weekends, it wasn't a chore, “I have to go to class.” I mean, it was a privilege to go to class and just sit there for 16 hours and realize that you're doing something that's so helpful for you, your family, your company, your community. And it was really the best 22 months. It was just —

    [26:15] Maya: The world.

    [26:16] Keri: … priceless. It's hard to describe to somebody until they do it. And once you're through it, it's just a sense of accomplishment. And it seems like everything after graduation is easier.

    [26:27] Maya: And you miss it.

    [26:28] Keri: I miss it. But don't you feel like… I knew going in, I didn't have the tools I needed to make these hard decisions that were coming my way at work. And I was very worried. Big decisions and big topics. But now, I mean, nothing fazes me. And I feel like I'm able to draw on all these lessons. And I can't really pinpoint one lesson. It's more the body of the material. And they've really chosen great cases.

    And so, I find that there's not a day that doesn't go by where I have applied something that I learned to my entire life, to how I volunteer, how I am working with my family, how I'm managing my personal life, how my husband and I interact, how my friends and I interact. And the decisions I make moment to moment, I'm definitely able to make those with much more confidence. So, I can't say enough good things.

    [27:22] Maya: Well, yeah, it permeates.

    [27:24] Keri: It does.

    [27:25] Maya: It permeates your entire being. That's a big, bold statement, but it's the truth. It really does. And —

    [27:32] Keri: It changes you.

    [27:33] Maya: It changes you. It does. And I also just want to mention that the Mike Wright Leadership Award, that's given…we vote. The class votes on who should be awarded this honor. And we all voted for… well, I'm pretty sure most of us voted for you.

    [27:51] Keri: Well, thank you.

    [27:53] Maya: So, tell me what that felt like to receive that from your cohort.

    [27:58] Keri: It was an incredible honor. It was probably the highest honor to be voted by your peers, especially considering I was wondering if I would even fit into this program and if I had anything to contribute.

    But I really wanted to get into the program, meet new people outside of medicine, inside of medicine, and just find out if I had the capability to work across industries and connect with people that were not in healthcare and even keep up with some of these brilliant minds. And so, I think I was honored, humbled, shocked. What am I going to say on this podium that anybody in this audience doesn't already know? And so, my approach was, “We did this together, honestly. And this was, we should all be very proud. And we just made it through a global pandemic and earned a degree and we are extremely close because of it. So, all challenges, moving forward, should be surmountable.”

    [28:54] Maya: What's next for you? What are you planning on doing in the next few years, going forward?

    [29:00] Keri: That's a great question. You know, you get out of the program and you think you're going to have so much time, but you very quickly fill it.

    [29:08] Maya: Yeah, there's no time.

    [29:09] Keri: So, I was wanting to make sure that I didn't just graduate and go back to my old ways. And so, I've been very mindful of that. I didn't expect to do this, but I started to engage with a startup nonprofit.

    One of the things I wanted to do was work with startups because I have so much… I have a 360-degree view of innovation in medicine. And I thought, well, a natural thing will be for me to advise startups and be able to share what I know, having started startups myself or worked in academic medicine and at a research institute.

    But I found myself drawn to the community. I've always loved engaging the community. Part of my role as the director of the Center for Women's Heart and Vascular Health is to go out into the community and educate everyone about their risk for heart disease. And there was a startup called Fit Houston, and I agreed to be an executive advisor. And we've had a lot of fun. And the very first thing that the founder asked me was, “I need to build a board. And I need to learn about how we should build this. And do you have anybody who might be interested in health? And so, I started to introduce her to people like you and members of my cohort who I knew embraced health in general.”

    And she was looking for a treasurer. I suggested one of our cohort members, Yewande Ogunye, who is amazing and talented and —

    [30:31] Maya: A brilliant accountant.

    [30:32] Keri: Brilliant accountant, and had been a controller at one of her companies and had worked with a startup. And so, that was her first appointment to her board. And I recently joined the board from the executive advisory committee.

    But we engaged Rice. We were invited to write an article in the Kinder Institute for Urban Research Urban Edge blog on physical activity is the magic bullet for health. And we've actually received some funding from the Rice University Center for Civic Leadership. And we're going to be talking with a group of students in the RiceApps Club. I think I'm saying that right. There's a club at Rice, and they were looking for nonprofits to work with and build an app for them. So, that's our next project.

    So, that's been a lot of fun and super rewarding. I've been able to draw on lessons from strategy, lessons from digital marketing, brand strategy, a little bit of finance. We've written some grants. We're applying for a grant at the Impact100. That's been rewarding.

    So, I didn't expect that. You know, there's a couple startups, some intellectual property that I think is very interesting, that once this starts to be commercialized, I'd like to be a part of those companies. So, I think that's what's next.

    Really, I'm applying as much as I can at the Texas Heart Institute, where I work now. There's a lot of operations challenges that we're overcoming, you know. And healthcare operations is almost the Achilles heel.

    I brought in a healthcare operations lab project from Rice last spring. It was a course that I took, and I learned so much. I got to work with MD Anderson, which was really exciting, on a practicum type project, capstone type project.

    And so, after graduation, I approached Ian Wedgwood, who's the professor for this course, and said, “I would love to bring in some students for projects.”

    So, I anticipate we'll do that again in the spring. It was really rewarding and a lot of fun. And it was, it was really nice to be reconnected back to a couple of the Executive MBAs who were just one year below us and keep in touch with them. So, I think that's what's next for the foreseeable few months.

    [32:35] Maya: I mean, that's it? I'm just kidding.

    [32:37] Keri: Well…

    [32:38] Maya: That's it? That's a lot.

    [32:41] Keri: Well, I should turn this interview back on you. One thing we did during this program that we didn't talk about was you and I immediately partnered, created our own series.

    [32:51] Maya: We did.

    [32:52] Keri: And how you were really helpful for me because I was straddling and juggling work and MBA and I needed to, still, during a pandemic, continue to elevate the profile of my institution.

    And so, we decided to launch our own series called The Heartbeat. I remember bringing you into the institute, pulling you around, and just throwing a camera on you and throwing you into the studio.

    [33:19] Maya: And I remember saying, “No, no, no. I don't do that anymore. No, I'm not… I can't do that anymore.” And you're like, “Yeah, here's a microphone, Maya.”

    [33:28] Keri: You were amazing. And so, I had you… I think we had, we did 15 episodes.

    [33:32] Maya: It was, it was a highlight.

    [33:34] Keri: What was that like, the first time I interviewed you?

    [33:37] Maya: I mean, it was, yes. You did. You interviewed me. And now, it's like I'm interviewing you, which is full circle. But yeah, it was one of those things that I had never even contemplated doing. And I mean, you definitely, you pushed me into what was a comfort zone a long time ago that I had, sort of, let go of. I can't tell you how grateful I am for you for doing that for me.

    And I think that's one of the things about this program, is that we lift each other up. There's so many instances, not just between you and I, but between so many different people from so many different cohorts. And the history of the Rice business program, we're there for each other in the great times and in the hard times. And, you know, if somebody's looking for a new position, you know, we've got this WhatsApp group where everybody can say, “Hey, I'm looking for this,” or, “I need to fill this,” or, “Does any… I've got this kid. My kid needs an internship and everything else.”

    And it's just that community that really binds for life. And that is something that is so incredibly special and meaningful and really priceless and worth every penny of admission.

    [34:49] Keri: 100%.

    [34:51] Maya: Any final thoughts that you'd like to share with our listeners?

    [34:55] Keri: Oh, gosh. I think it's really important to thank your family and your friends and your company for the grace that they give you during this program. So, you know, I don't think I thank everybody enough in the team that I manage at the office. You know, they also helped me… they gave me the space to be able to do this and to miss a few deadlines.

    And I think it's really important to understand how much support you need going into this program, but to thank those that helped you. And to my entire cohort and to you, I mean, this experience wouldn't be what it was without the people. And so, it really is all about the people and the culture. And I think we built our own in a couple years, and we loved it.

    [35:42] Maya: We did. We did. And I am so grateful for your time. And I can't wait to see what you do next. And who knows? Maybe you'll be the host of Owl Have You Know one day. That would be great.

    [35:55] Keri: You never know. You never know.

    [35:57] Maya: You never know.

    [35:58] Keri: Thanks, Maya. This has been an honor. Thank you so much for a fun interview.

    [36:05] Maya: Thanks for listening. This has been Owl Have You Know, a production of Rice Business. You can find more information about our guests, hosts, and announcements on our website, business.rice.edu. Please subscribe and leave a rating wherever you find your favorite podcasts. We'd love to hear what you think. The hosts of Owl Have You Know are myself, Maya Pomroy, and Scott Gale.

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To make influencers seem more authentic, just add #friends

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In a new study, Rice Business professors Jae Chung and Ajay Kalra analyze over 55,000 Instagram influencer posts to uncover strategies for increasing follower engagement. Their research provides data-driven insights for brands that run influencer marketing campaigns.

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How Can Influencers Boost Consumer Engagement?

Three ways Instagram influencers can boost their "likes" on sponsored content.
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Three ways Instagram influencers can boost their "likes" on sponsored content.

Based on research by Jaeyeon (Jae) Chung, Yu Ding and Ajay Kalra

Three ways Instagram influencers can boost their "likes" on sponsored content.

  1. Reference close social ties.
  2. Use first-person language.
  3. Express emotions. (Surprisingly, negative feelings are the most impactful.)

Influencer marketing is booming, with companies allocating 10-25% of their advertising budgets to influencer-led strategies. Between 2016 and 2020, the number of sponsored posts rose from 1.26 million to 6.12 million, and overall spending in the past few years has grown by billions.

When partnering with online ambassadors, brands certainly want a large influencer audience. However, audience size does not necessarily reflect the amount influencers are paid. Influencers with similar-sized audiences can be paid very different amounts.

That’s partly because brands also want an engaged influencer audience. An influencer may have many followers, but if those followers don’t actively interact with content, the influencer’s reach is limited. Engagement metrics like comments, shares and “likes” are often a more reliable indicator of impact than follower count alone.

The problem brands face — no matter who the influencer is — is that sponsored posts typically see a plunge in engagement, making it difficult to measure their success. Very little research examines this effect and how influencers can mitigate it.

In a new study, Rice Business professors Jae Chung and Ajay Kalra take up this issue, along with Stanford professor Yu Ding. According to the researchers, one way of boosting engagement overall, even on sponsored content where engagement often falls, is for influencers to increase audience perceptions of authenticity, perceived similarity, and interpersonal curiosity.

Even in a world full of filters and careful staging, authenticity is a key differentiator for leaders, businesses and personalities. One powerful way of appearing true to one’s own personality or character is to effectively share life stories. But social media influencers walk a fine line between presenting their authentic selves and monetizing their platforms.

To attract followers and content sponsors, influencers must curate the images they share, the words they say, and the timing and cadence of their posts. It’s a delicate dance between providing value through a genuine audience connection and aligning with brand interests.

Here are three simple but powerful ways that influencers can boost engagement by highlighting close relationships:

  • Post photos that include one or two close friends or family members.
  • Mention friends and family in the caption.
  • Use first-person language (e.g., “I,” “my” and “we”).

Referencing close social ties is an especially powerful way to boost engagement. According to Professor Chung, “Intimate social ties can make influencers seem more authentic and sponsored messaging seem less transactional.” This effect holds true even when controlling for variables like gender, frequency of posting, use of emojis and hashtags, and audience familiarity with the influencer.

The team analyzed over 55,000 Instagram posts from 763 top influencers during the second half of 2019. One of their most distinctive findings is that, in terms of boosting audience engagement, the ideal number of faces in a photo is three — the influencer plus two friends or family members. For an Instagram audience, this numerical face count proves a surprisingly effective metric for assessing the closeness of relationships.

Influencers can also seem more genuine to followers by referencing intimate social ties in their captions. Terms like “grandpa,” “bestie” and “soulmate” give followers access to an inner circle usually reserved for loved ones, making them feel more connected and invested in the influencer’s world and worldview.

In one experiment, study participants were shown a series of Instagram posts supposedly written by actor Jessica Alba. Testing the impact of language on the perception of close ties, the researchers wrote three different captions for the same image. One caption mentions Alba’s daughter (“Styling by my daughter. Isn’t this outfit cute?”). Another references a distant tie (“Styling by designer Kelmen. Isn’t this outfit cute?”). A third post provided a baseline by indicating no ties at all.

Study participants were asked to select which posts they liked most. The results supported the research hypothesis. Posts mentioning close relationships are significantly more likable than posts mentioning distant ties or no ties.

The team also examined the impact of expressing emotion on Instagram. Does sharing feelings — either positive or negative — help or hurt audience engagement? Using the Linguistic Inquiry and Word Count (LIWC) language processing program, the researchers categorized and analyzed the strength and valence of emotion-related words and emojis (e.g., “love,” “nice,” “frustrated,” “sad”).

What they found is surprising. Expressing emotion boosts audience engagement, perhaps because it bridges a perceived gap of celebrity between influencer and audience. But what’s interesting is that negative emotions are more powerful than positive ones. According to the researchers’ dataset, negative emotions are expressed only 9.08% of the time, while positive feelings are shared 36.03% of the time. So, one way of interpreting the finding is that the comparative rarity of negative feeling could take some readers by surprise, and thereby incite a stronger sense of authenticity.

Importantly, all of these findings regarding audience engagement most likely apply to platforms where a gray line exists between private and public life.

And, on this note, the researchers warn against the potential for oversharing and exploiting family and friends for the sake of monetizing content.

But the study shows how brands can strategically sponsor posts that incorporate close ties in photos, express emotion, or share anecdotes in first-person language.

By quantifying tactics to achieve a greater perception of authenticity, the research provides valuable guidance on how to cut through the noise on social media. One of the paths to a more engaged audience, it turns out, runs through an influencer’s inner circle.


Jaeyeon (Jae) Chung is an assistant professor of marketing.

Ajay Kalra is the Herbert S. Autrey Professor of Marketing.

To learn more, see: “I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties.” Journal of Consumer Research, 50.4 (2023): 683-703. DOI: https://doi.org/10.1093/jcr/ucad019.

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What Can You Do With An MBA In 2024? 10 Industries Where Grads Go To Work

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Each year, Bloomberg Businessweek compiles a ranking of the best MBA programs across the globe while also recording where grads of these business schools go to work.  Rice Business is one of the top three energy target schools with 13 hires in 2023.

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Even though the inflation rate is lower than it was last year, prices haven't necessarily gone down. Rice Business marketing professor Utpal Dholakia says inflation, “makes us more tolerant to higher prices and more tolerant to the fact that I’m not going to get a good deal.”

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Checking in with a Rice MAcc Student Three Years After Graduation

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We recently caught up with Blakely Maynard, who earned her Master of Accounting (MAcc) degree from Rice in 2020. We asked her a few questions about her professional journey since she graduated from our program. Read what she told us below!

Blakely Maynard & The MAcc Program Staff

We recently caught up with Blakely Maynard, who earned her Master of Accounting (MAcc) degree from Rice in 2020. We asked her a few questions about her professional journey since she graduated from our program. Read what she told us below!
 

Tell us a little bit about your background and why you decided to pursue the MAcc. 

It was during high school that I was exposed to the accounting world. That early look began my interest in accounting. After I finished my undergraduate degree, I decided to enroll in the Rice MAcc program to achieve my short-term goals: earn an accounting master’s degree, get my CPA license, and launch my career by working at one of the “Big Four” public accounting firms. I knew I would be opening so many doors for my future career if I did that.   

What was your first job? 

My first job after graduation was as an auditor for PwC, a Big Four firm. I spent two years there, learning a lot and working hard. I got my CPA license during that time, too. So, I had accomplished my three short-term goals!

What's your current job? 

About a year ago, I decided I was ready for my next step, so I took a position at a firm called The Siegfried Group. I now do consulting work, but there’s still a lot of accounting involved. I am exposed to so many different industries, including oil and gas, health insurance, media production, and retail. This variety of industries means I am constantly learning. Each project is also unique, which makes each day interesting. I love client service work!

What personality characteristics make for an effective accounting professional? 

I think that being open-minded, outgoing, and constantly curious is critical. At my company, I move to a new project about every 9-12 months. I could be assigned to support a client with, for example, a carve-out transaction, even if I've never had specific experience with that type of transaction. So, in addition to mental agility, I need to quickly develop compelling relationships with each new client for the work to be successful. 

Interested in Rice Business?

 

What do you like most about what you do? 

The relationships aspect -- I thrive on meeting new people! I am constantly expanding my network and meeting new professionals. My company emphasizes the importance of developing relationships. They’ve made me realize just how important investing in relationships is in the business world.  

What are some noteworthy experiences you’ve had in your current job? 

My firm invests in their employees and provides resources to be a better professional and leader. Twice a year, we have a “MY Journey” conference. All the firm’s new hires are flown to Las Vegas to participate in person. I was able to meet the CEO there, along with other people from our offices. It was an amazing experience, and I can’t wait to go to another live, in-person MY Journey event.  

Want to learn more about where the Rice Master of Accounting (MAcc) degree can take you? Join one of our events to learn more!

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‘Truly priceless’: Rice Business students deliver holiday cheer to Vietnamese children

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During the inaugural course visit to Vietnam, students from Rice Business embraced the true spirit of the holiday season by sharing joy and creating unforgettable memories with the children of Little Rose Shelter. 

Brandi Smith

During the inaugural course visit to Vietnam, students from Rice University’s Jones Graduate School of Business embraced the true spirit of the holiday season by sharing joy and creating unforgettable memories with the children of Little Rose Shelter. The Ho Chi Minh City program is part of broader efforts by the Ho Chi Minh City Child Welfare Association (HCWA), whose mission revolves around education, protection and care for children in Vietnam.

Participating in the business school’s annual social impact elective, students applied their business acumen to develop a marketing and fundraising model aimed at supporting the mission of the charity. The students also rallied together to raise $5,000 in donations to Green Bamboo Social Protection Center, further contributing to the well-being of Vietnamese children.

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Children at Little Rose Shelter decorate cookies during an event with Rice Business students. (Photos by Abbey Hartgrove)

The highlight of the visit was a collective effort to deliver holiday cheer to the shelter. Students and children joined hands to decorate a dazzling Christmas tree, adorn cookies with festive decorations and engage in the tradition of exchanging gifts. The shelter was transformed into a haven of warmth and love, resonating with the true essence of the holiday season, according to Abbey Hartgrove, director of global programs and experiential learning at Rice Business.

“Seeing the joy on the children’s faces as they soaked in the holiday spirit was truly priceless,” Hartgrove said. “This experience reminds us of the power of giving, sharing, and spreading happiness during this magical time of year.”

Hartgrove shared a heartfelt thank you to the children and staff at Little Rose Shelter for opening their doors and hearts to the Rice Business students, allowing them to create beautiful and lasting memories together.

“In true Rice fashion, let us continue to support and uplift each other not just during the holidays but every single day,” Hartgrove said.

Though this was the first social impact elective in Vietnam for Rice Business, previous destinations include Colombia, Uganda, and Nepal.

“We target emerging markets, and within the business education objectives, we always prioritize opportunities to give back to the local community,” Hartgrove said.

Rice Business students also engage in an international consulting course, the Global Field Experience, as part of their core curriculum, providing pro bono consulting services to small businesses in Latin America. In 2023, this initiative saw more than 120 companies benefit from the expertise of more than 500 Rice MBA students who traveled abroad to make a meaningful impact.

To learn more about global programs and international initiatives within the business school, visit the Rice Business Global website.

 

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