EKMH Innovators Interview Series
An interview series spotlighting global tech influencers, disruptors, visionaries, and of course, innovators.
This week we catch up with the indomitable digital pioneer and Unstoppable Domains COO / Head of Business Development Sandy Carter. From her first consulting gig at the NBA to positions at IBM, Lotus Software and Amazon, Carter has led and created new categories and products that have transformed global businesses and markets. She joined Unstoppable Domains nearly three years ago, a company focused on building the decentralized web using blockchain and AI technologies. Recognized as a CNN Top 10 Women in Tech, Forbes’ Digital Influencer, Top AI Influencer, a Game Changer, and a Top SXSW Speaker for her impact and vision in 2023, Carter continues to trailblaze in AI, Blockchain and Spatial Computing. Her mission: “to onboard the world onto the decentralized web by building a blockchain-based identity platform that simplifies crypto transfers, hosts decentralized websites, and empowers users to own and control their online presence.”
As the COO / Head of Business Development at Unstoppable, Carter oversees the day-to-day operations and drives strategic partnerships and growth opportunities, working closely with its executive team to ensure efficiency and effectiveness, while also leveraging Web3 and AI tools to identify new areas for expansion and innovation. According to her Carter’s LinkedIn profile, she’s always on the hunt for “new partnerships and collaborations that can help [Unstoppable] achieve these goals, whether through strategic alliances with other companies, innovative marketing campaigns, or other initiatives…Overall, my goal as the COO / Head of Business Development at Unstoppable is to help our company achieve its full potential by driving growth, building strategic partnerships, and delivering exceptional products and services to our customers.”
Carter has simultaneously prioritized community outreach throughout her career, serving on multiple boards, currently as the Girls in Tech Chairman of the Board, a World Economic Forum Diversity Community Member and an Altair Board Member. At Carnegie Mellon University Silicon Valley, Carter wears the adjunct professor’s cap, teaching classes on marketing, innovation and leadership. In addition to being a frequent Forbes’ contributor (check out her latest article, “Taylor Swift's Direct-To-Fan Engagement Embraces Web3 Principles”), Carter also recently published The Tiger and the Rabbit: Harnessing the Power of AI, Web3, and the Metaverse with MIT Press.
What a pleasure to catch up with Sandy via email to learn more about a variety of topics, including her career trajectory and commitment to public service, Web3 education, AI for good, breaking down gender barriers and her new book. Our interview follows.
EKMH: Which specific challenges and setbacks has Unstoppable Domains overcome in terms of decentralization, scalability, interoperability, development and/ or accessibility?
Sandy Carter: One of the biggest challenges we face and have overcome, to some extent, is education. There’s an abundance of programs embracing Web3, but the efficacy of Web3 education is a different story, so we have to work hard to get the word out. At the same time, as we try to educate, we come up against a consistent secondary challenge — trust.
People want certainty when they use the internet, and anything affiliated with crypto can cause doubt in those yet to engage with decentralization. To solve the trust issue, we operate with high levels of transparency and share our proven track record, which allows people to have more confidence in the education we share. As we deliver high levels of education and build trust, we also improve accessibility to Web3. We’re trying to make Web3 just as accessible as Web2 by making sure the UX and UI are seamless and allow for easy onboarding.
EKMH: As a digital pioneer, please share advice regarding innovation and mass adoption of Web3 and AI tools while heightening profitability.
Sandy Carter: We have to make Web3 look more like Web2. While we want to reinvent the internet to work for us, it needs to feel familiar and approachable. The benefits can be revolutionary, and we can champion self-ownership, improved privacy, and exciting levels of engagement, but if the platforms are too techy and progressive, we’re alienating a majority of potential users.
In terms of heightening profitability, in Web3, it’s crucial to build your community first — put the people before the profit, and eventually, you’ll see the natural opportunities for monetization. Nike, Adidas, Prada, and more are already making waves in Web3 with impressive decentralized products and experiences prioritizing direct user engagement, ownership, and even co-creation. Their success comes from prioritizing impact, reach, excellence, and mission. The growth and profit are byproducts of creating the best output they can, and they understand that the larger their Web3 community growth, the more they can scale.
Presenting at SXSW: The Metaverse Mindset for Web3, AI and the Future of Business
In terms of AI, mass adoption will take place naturally without most of us realizing it. AI will be integrated into the tools we use on a daily basis. It’ll influence the chat apps we use, the websites we visit, the games we play on our phones, and more. One example where I see AI become really dominant is job seeking. While many people fear that AI might take their jobs, I have a different opinion: I believe AI will help you find the best job you’ve ever had.
By freeing up humans from more remedial labor roles, positions that weren’t possible before can be created. On top of that, AI job engines will make finding suitable positions easier, contract design, implementation, and payroll will all be done through the blockchain to ease the burden on HR, and new opportunities in Web3 will be created to design and oversee this. Historical data shows that new technologies always create more jobs than they destroy, and I don’t believe AI will be any different.
EKMH: What are your thoughts on AI’s imminent and future influence in technology and society?
Sandy Carter: I actually wrote about this at length for Forbes recently. What I think about most when it comes to AI’s influence on tech and society is really about the consequences of misuse. It’s a double-edged sword because AI comes with a great deal of potential for fraud, such as deepfakes, doctored footage, voice replication, fake videos, identity theft, and more. At the same time, AI can support the solutions that will make these malicious attacks redundant. One tool entering the mainstream right now is the Digital ID. This a verified proof of identity for online transactions, a place to store your digital assets and identifiers, and a single point of access to Web3. At the same time, it offers complete control over your privacy. With AI integration, your profile is actively secured to stop you from becoming the victim of an AI-wielding cyberhacker.
In short, I think we will see a battle of AI for good (verification, transparency, identity) vs. AI for bad (manipulation, imitation, fraud), with the good coming out on top.
EKMH: A risk that you don’t regret...
Sandy Carter: I remember when I announced that I was leaving my job as a Vice President at Amazon for a career in crypto. I was terrified, not only of taking the risk but also of what others might think. I had a fantastic job and team, and I felt people would think I was mad to make the leap. After I announced the decision on LinkedIn, I got more than 800 comments, and most were supportive and didn’t think I was crazy — for the most part.
Those who know me know that I was born to innovate. I was working when Web2 was starting to evolve, and I spent my career at IBM and Amazon, helping to shape it. Now that Web3 is being built and it needs the right people to help shape it too; I knew my contributions would be valued, and so did my network. The innovations that we are launching at Unstoppable and what we’re working on behind the scenes inspire me and fill me with confidence that I made the right decision.
EKMH: Which three skills have proved invaluable in your career?
Sandy Carter: In my career journey, three skills have proven invaluable in shaping both my professional success and personal growth. First and foremost is the ability to learn and be curious. Embracing a mindset of continuous learning has not only kept me adaptable in a rapidly evolving work environment but has also fueled my creativity and problem-solving capabilities. Second, the value of kindness has been a cornerstone. Being kind not only fosters positive relationships with colleagues but also creates a supportive and collaborative workplace culture. Thirdly, adopting a customer-obsession mindset has been pivotal. Prioritizing the needs and experiences of customers has not only enhanced the quality of my work but has also contributed significantly to the success of the projects and initiatives I've been involved in. These three skills—learning and curiosity, kindness, and customer obsession—have been instrumental in shaping my career trajectory and have become guiding principles in both professional and personal spheres.
EKMH: When you are the only woman at the table....
Sandy Carter: When you are the only woman at the table, navigating the professional landscape requires resilience, assertiveness, and a commitment to breaking down gender barriers. It’s an opportunity to defy stereotypes and showcase expertise, reinforcing the understanding that competence knows no gender. Being the only woman often means being a trailblazer, offering unique perspectives that can enrich discussions. It demands a balance between standing out and assimilating, a delicate act of asserting yourself while fostering collaboration. It’s a chance to be an advocate for diversity and inclusion, inspiring others to recognize the value of varied voices. The experience, though at times challenging, can be a catalyst for change, pushing boundaries and contributing to a more inclusive workplace for future generations of women.
EKMH: How has your leadership as Girls in Tech Chairman of the Board catalyzed change and driven success? How would you encourage other business leaders to become more actively involved in their communities?
Sandy Carter: As the Chairman of the Board for Girls in Tech, my leadership has been driven by the fundamental belief that “if you can see it, you can be it.”
I’ve sought to create a transformative impact by not only identifying the struggles faced by women in the tech industry but actively working to make a difference. By fostering a culture of mentorship, skill development, and networking within Girls in Tech, we’ve empowered women to envision and achieve their goals in a male-dominated field. To encourage other business leaders to become more actively involved in their communities, I advocate for joining a non-profit board. It’s a powerful avenue to leverage leadership skills, industry knowledge, and networks for the greater good. By sharing expertise and resources with organizations aligned with personal values, leaders can catalyze positive change, contribute to community development, and inspire others to do the same.
EKMH: Last but not least, which books, films and/or podcasts top your list?
Sandy Carter: Delving into a diverse spectrum of interests, my top loves in books encompass the timeless wisdom of Dale Carnegie’s How to Win Friends and Influence People and the tech-driven insights explored in my own authored work, The Tiger and the Rabbit: Harnessing the Power of AI, Web3, and the Metaverse, alongside the gripping narrative of Jack Carr’s True Believer.
In the realm of podcasts, I love AI and love female podcasts like “The AI Talk Show with Asha,” delving into the forefront of artificial intelligence, and “Tech Talker’s Quick and Dirty Tips to Navigate the Digital World,” offering practical wisdom for our digital age. On the film front, the inspirational Barbie movie tops the chart for this year with my favorite quote, “You’re braver than you think,” encapsulating a theme of empowerment and self-discovery. This eclectic mix reflects a passion for self-improvement, technological exploration, thrilling narratives, and empowering entertainment.
*Disclaimer: The views and opinions expressed in this series are those of the interviewees and do not necessarily reflect the views or positions of any entities they represent.
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