ABOVE PHOTO: Rasheed Lambert (Photo courtesy Rasheed Lambert)
By Afea Tucker
This week, we’re spotlighting West Philadelphia native Rashaad Lambert. Lambert is the director of Culture and Community for Forbes, founder of “For(bes) The Culture,” and CEO of Sporty Marketing.
Recognized as one of Forbes “30 Under 30” nominees, Lambert is also a NAACP Image Award winning CEO and entrepreneur best known for helping businesses find their place and their audiences.
His success with launching this new division at Forbes — For(bes) The Culture — is a true testament to the old adage that hard work pays off.
“In 2017, I was at the Forbes 30 Under 30 conference in Boston and I noticed that there were a lot more people of color than I’ve seen over the years and I just wanted to gather some people together,” Lambert said.“That night we formed a bond and kind of a family [during the conference].”
“Starting For(bes) The Culture wasn’t even my intention,” he continued. “My intentions were just to grab a few Black professionals and for us to talk after dinner and create an agenda for our community and how we were going to press forward.”
The For(bes) The Culture movement grew out of an invitation initially slated for 25 Forbes 30 Under 30 conference attendees, which ultimately drew approximately 300 people from across the country and world, resulting in more than 1,000 people convening at the 2018 Forbes Summit specifically for a For(bes) The Culture experience.
“We went back to the Forbes Summit with 1,000 For(bes) The Culture members,” Lambert said. “People were wearing For(bes) The Culture merchandise, hats, hoodies, and t-shirts. It created a buzz.”
“Forbes started asking ‘what is For(bes) The Culture?’ ” Lambert continued. “Everyone was like, ‘you have to talk to Rashaad, find Rashaad and talk to him.’ ”
Lambert eventually met with members of Forbes’ leadership team before the 2018 summit concluded.
“We started talking to see how we can partner and work together,” he said. “The folks at Forbes said we see what you’re doing, but we need a bit more information. Once I started explaining what For(bes) The Culture was, they were like, we have a similar mission, so instead of working as two separate entities, they asked how can we find a way to work together.”
In July 2019, Lambert officially partnered with Forbes, working collaboratively on special events and For(bes) The Culture initiatives.
“We then grew that 1,000 into over 2000 For(bes) The Culture members over the course of a year,” said Lambert.
Lambert has continued to mobilize For(bes) The Culture during the COVID-19 pandemic, further expanding the platform for Black and brown professionals, providing membership only networking and business development opportunities and resources for non-members. He’s also introduced and hosts a web series called Culture Talks — a social media and digital discussion with influencers and business leaders.
People have become familiar with the term ‘for the culture’ over the past few years. A statement sometimes seemingly a request for someone to carry out a specific action for the benefit of their shared culture, specifically Black culture. Or referencing a specific action that is already benefiting or highlighting Black culture. Then there’s ‘Do it for the culture’, a salute or nod to Black excellence and how Black customs enrich our culture in general.
Both tongue and cheek, Lambert’s For(bes) The Culture spearheaded measurable actions beyond the phrase and gatherings alone.
This year, Lambert accepted the role as director of culture and community at Forbes, pivoting from partner to director during a pandemic.
“In 103 years, the company never did anything like this,” he said. “Working across the company — not just on For(bes) The Culture — I started the position which I created.”
“One of the many things that really I commend Forbes for is admitting that they weren’t equipped to handle a partnership like this and that it would be better if there was a person internally that could direct resources for this new community,” Lambert added.
According to Lambert, the For(bes) The Culture community was created unlike any of Forbes’ other communities.
“All of the communities were created by Forbes and this community was created externally,” said Lambert.
For(bes) The Culture fosters professional development, social consciousness, civic engagement, intrapreneurship and entrepreneurship through community service projects, social and cultural outings, personal and professional workshops and seminars, mentoring, tutoring and networking.
Lambert said that one of his goals is to “direct resources to Black businesses and make sure that there are more equitable opportunities.”
Before accepting his current position at Forbes, Lambert managed his own company for 15 years and works as a consultant.
“Prior to this position, I was a full-time entrepreneur and still am an entrepreneur,” he said. “This is an opportunity that I saw not just for me. I’m really doing this for the culture, for all of the members and people who will become members.”
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