Heather Carnes Featured on “It’s Personal Stories” Podcast: The Journey Behind Carnes Agency
Heather Carnes, founder and director of Carnes Agency, recently joined longtime friend and mentor Rachel Humphrey on the “It’s Personal Stories” podcast. The conversation was a heartfelt and revealing look at Heather’s personal journey, from overcoming a childhood illness to launching her own agency rooted in hospitality and purpose. It’s a story of resilience, leadership, and choosing to push boundaries instead of settling into comfort zones.
“I didn’t want to be defined by my circumstances.”
Heather opened the conversation with a powerful reflection on her childhood, shaped by a diagnosis of rheumatoid arthritis at just two years old. “A lot of my childhood memories were actually me in the hospital,” she shared. “At one point, I was in a wheelchair.” But rather than letting that define her, Heather explained, “That experience instilled a lot of resilience, grit, and really a desire to push boundaries in my life.”
Whether it was convincing her parents to let her join the soccer team in fifth grade or cheering through pain in high school, Heather developed an early instinct to challenge limitations. “I didn’t want to be different from the other kids,” she said. “And I didn’t want to be held back by something that could have been a setback.”
A Career Built on Purpose
Heather’s professional story started in her hometown of Gainesville, Florida. After graduating from the University of Florida with a degree in public relations, she spent 10 years at Naylor Association Solutions, her first job out of college. It was there, as managing editor of Today’s Hotelier magazine, that she found her entry point into the hospitality industry and ultimately AAHOA.
She later took a role at a B2B marketing agency before a serendipitous LinkedIn post – shared by Rachel – opened the door to a new opportunity: Director of Marketing at AAHOA. “That was the day everything changed,” Heather recalled. “I called it a pivotal moment then, and I still do.”
Heather spent six years at AAHOA, eventually becoming Executive Vice President of Communications and Chief Strategy Officer. “Every single step along my journey has prepared me to do the work I’m doing now with Carnes Agency,” she said. “And that’s the most gratifying part.”
On Risk: “Pushing boundaries, not just leaping.”
When asked whether she considered herself a risk-taker for launching her own agency, Heather answered with trademark candor. “Absolutely not,” she laughed. “But if I peel back the layers, I realize risk to me is really about pushing boundaries.”
Rather than reckless leaps, Heather described her evolution as a steady process of stepping out of her comfort zone – professionally and personally. “Every time I’ve pushed a boundary, I’ve learned and grown. And that’s how the past has always served the present and the future.”
From Shaky Starts to Confident Stages
Public speaking has become one of Heather's greatest assets, though it wasn't always. “I remember being on that stage for the first time, shaking like a leaf,” she said. “I don’t even remember what I said. I was just trying not to hyperventilate.”
Since then, she’s led workshops, keynoted stages, and coached others on the power of presence and preparation. Her tips? “Write down three main points. Only say yes to things you’re emotionally connected to. And know your content inside and out – but more importantly, know your audience.”
For Heather, public speaking was about more than communication, it became the foundation of confidence. “That’s where your career can change,” she explained. “When you finally recognize your ability, people start to seek you out instead of you having to push your own narrative.”
Rewriting the Self-Doubt Script
Heather openly acknowledged her struggles with self-doubt. “It’s a natural human emotion,” she said. “But it usually stems from a lack of understanding. Doubt creeps in when we don’t feel fully informed, capable, or self-aware.”
Her solution? Treat self-doubt as a problem to solve. “Fill in the knowledge gaps. Recognize that negative self-talk is something we can control. Once you reframe it, it becomes something you can work on, not something that controls you.”
Leading Through Crisis
Reflecting on her leadership during the COVID-19 pandemic, Heather shared how deeply the experience shaped her. “Compassion was everything,” she said. “None of us really knew what others were going through. People were grieving, scared, uncertain. You had to lead with empathy.”
She also spoke about the power of adaptability. “We threw out the playbook. We pivoted every communication plan we had. We just asked, ‘What does the industry need right now, and how can we serve?’”
Heather and her team launched a daily newsletter to keep the hospitality industry informed, and the feedback they received was profound. “People told us they felt connected, that our work helped them stay grounded during an incredibly uncertain time. That meant everything.”
The Skill That Changed Everything: Mindset
One of Heather’s most impactful lessons came not from a technical skill, but from a shift in perspective. “A couple years ago, I realized I was stuck in a loop of negativity,” she admitted. “I was waking up with a cloud over me.”
She committed to learning how to master her mindset – through books, podcasts, audiobooks, and repetition. “Mindset is the foundation for all professional growth. Without it, what’s the point of the rest?” she said. “I found a few sources of inspiration and listened to them on repeat – over and over – until they sank into my subconscious. And each time, I heard something new.”
Personal Brand & Guiding Beliefs
Heather is known for her work in personal branding, and she lives it, too. “Personal brand is what people say about you when you’re not in the room,” she said.
As she made the transition to entrepreneurship, the outpouring of messages she received confirmed her authenticity. “What people were saying matched what I had hoped I was showing up as,” she said.
Her guiding mantra? “The world is only advanced by those who more than fill their present place.” For Heather, that means striving to do more, give more, and be more every single day. “I try to show up professionally, personally, and as a leader in that way – always trying to be better than who I was yesterday.”
Advice for the Next Generation
If she could give one piece of advice to her 22-year-old self, it would be this: “Stop caring what other people think of you.”
A self-described recovering people pleaser, Heather acknowledged how much energy she used to spend seeking external validation. “It held me back,” she said. “I would tell young Heather: It’s none of your business what other people think about you. Move on.”
And finally, she left listeners with a message about vision: “The people who are struggling most are usually those who don’t have a vision for where they want to go. Define your path. Know what you want. Once you do that, the universe starts working in your favor.”
🎧 Watch the Full Interview
Watch the full interview with Heather on the “It’s Personal Stories” podcast below to hear even more insights, leadership lessons, and the vision behind Carnes Agency.
