Ever have one of those moments when you realize something important is being left out of the story? That was the spark for Carolyn Michael-Banks, founder of A Tour of Possibilities, and the start of a journey that would change how people experience Memphis.
She didn’t just want to show people the city—she wanted them to understand its soul.
But when the pandemic hit and tourism ground to a halt, Carolyn had to decide: close up shop or find a way to keep going? What followed was a masterclass in creativity, resilience, and sticking to your “why,” even when the road gets bumpy.
🎧 Listen to Episode 18 of the Growth-Minded Marketing Podcast or find it on Apple Podcasts, Spotify, or wherever you stream.
From Executive to Entrepreneur: Carolyn Michael-Banks’ Why
Let’s be honest—starting a business is tough. Starting a mission-driven business that challenges how people view history? That takes serious guts.
Carolyn Michael-Banks spent years in the tourism industry, including time with the Philadelphia Convention and Visitors Bureau. But it wasn’t until she moved to Memphis that she noticed a glaring gap: African-American history wasn’t being given its full due in local tours.
So she launched A Tour of Possibilities, a Memphis-based tour company that puts Black history front and center. Through guided van tours, Carolyn shares untold stories, celebrates overlooked heroes, and invites guests to experience Memphis through a more complete, more human lens.
In her words, she’s not just running a business—she’s opening minds.
Building a Mission-Led Business (Even When It’s Hard)
Here’s the thing: when your business is built around purpose, you’re going to face pushback. Carolyn learned that the hard way.
She wasn’t a Memphis native. She wasn’t following a traditional tourism model. And she wasn’t interested in sugarcoating history to make it more “comfortable.”
There were critics. There was skepticism. And there were plenty of moments when quitting would’ve been easier.
But Carolyn stayed anchored in her mission. She knew that if the story of Black Memphis wasn’t being told, it was her responsibility to tell it. That clarity gave her the strength to keep going—even when the path ahead wasn’t clear.
When the Pandemic Hit, Innovation Took the Wheel
In 2020, COVID-19 hit the tourism industry like a ton of bricks. For Carolyn, that meant tours stopped overnight.
So what did she do?
She pivoted—and fast.
Drawing on a past experience with Toyota, Carolyn launched caravan tours. Guests could follow her tour van in their own vehicles, stay socially distanced, and listen to the tour narration through Bluetooth. It was safe. It was smart. And it worked.
This creative solution not only kept the business afloat but also introduced a whole new way for guests to experience the tour. As Carolyn puts it, you don’t need a tour bus to tell a great story—you just need a mission and a microphone.
Scaling with Strategy: From Solo Tours to Organizational Impact
For the first decade, A Tour of Possibilities focused primarily on individual travelers—tourists, families, and curious locals. But as demand grew, Carolyn knew it was time to think bigger.
That meant shifting toward:
- Group tours for schools and organizations
- Corporate onboarding experiences
- Partnerships with local universities and businesses
This evolution wasn’t just about revenue (though that’s important). It was about expanding impact. Carolyn realized her tour could do more than educate—it could help organizations build cultural awareness, foster connection, and support DEI efforts in meaningful ways.
And here’s the takeaway for all of us: scaling your business doesn’t mean leaving your mission behind. Done right, it means bringing your mission to more people.
Leadership Lessons from the Trenches
One of the most compelling parts of Carolyn’s story is her honesty about leadership—especially when it gets messy.
At one point, she discovered an employee had misused company resources 37 times. Not once. Not twice. Thirty-seven.
Confronting the situation wasn’t easy. Carolyn values compassion. She wants to believe the best in people. But this experience forced her to draw a line.
Her leadership lesson? Boundaries protect the mission. You can’t grow a purpose-driven business if you don’t protect the values that drive it.
And because this is Carolyn we’re talking about, she found a way to turn the pain into wisdom. She now encourages fellow entrepreneurs to journal their journey—to reflect, process, and celebrate the small wins that are easy to overlook.
Why Carolyn Michael-Banks’ Story Matters for Your Business
Whether you’re a CEO just getting started or a seasoned entrepreneur trying to recalibrate, Carolyn’s story is more than inspiring—it’s practical.
Here are four takeaways from our conversation:
1. Purpose over popularity
Carolyn didn’t build her business to entertain. She built it to educate—and that meant being okay with discomfort. Truth-telling is powerful marketing when it’s grounded in purpose.
2. Adaptability is essential
Your original business plan won’t survive first contact with reality. Carolyn’s ability to innovate under pressure (hello, caravan tours!) is a reminder that creativity often shows up in the toughest moments.
3. Boundaries matter
Leadership isn’t just about vision—it’s about protecting the culture you’re building. Carolyn’s experience with employee betrayal shows the importance of leading with both heart and accountability.
4. Growth requires evolution
Carolyn didn’t let her mission box her in. She scaled her tour business without watering down the message. That’s the sweet spot: alignment + growth.
How Will You Stay True to Your “Why”?
Carolyn Michael-Banks is the kind of leader who doesn’t just inspire you—she challenges you.
Are you building a business that aligns with your purpose?
Are you telling the whole story—even when it’s hard?
Are you willing to innovate when the old way no longer works?
If you’re wrestling with those questions (like most of us are), this episode of the Growth-Minded Marketing Podcast is your next listen.
🎧 Click here to listen now or find us wherever you stream your favorite podcasts.
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