Some entrepreneurs build companies. Lili Hall built a community. As founder and CEO of KNOCK, Inc., Hall has spent more than two decades creating award-winning brands, growing one of America’s most respected independent creative agencies, and serving some of the world’s most recognizable organizations. Yet ask her what matters most, and the conversation quickly shifts from business success to something far more meaningful: reciprocity. For Hall, success has never been measured solely by revenue or recognition. It is measured by impact—how many people, organizations, and communities are stronger because of the opportunities, resources, and support she helped create. That philosophy traces back to her childhood. Born to a Brazilian mother and Irish American father, Hall spent her early years in Recife, Brazil. Her grandparents were deeply influential, helping shape the values of generosity, resilience, and community that would later define both her life and leadership. She often speaks about witnessing the strength of her mother, a determined and ambitious woman who navigated both opportunity and discrimination. Watching how her mother was sometimes celebrated and sometimes underestimated left a lasting impression. At age nine, Hall returned to the United States. She could barely speak English. The transition was difficult. Shy and struggling with a speech impediment, she found herself feeling isolated and uncertain. Speech therapy became a turning point. What began as a necessity became a gift, helping her find her voice, build confidence, and ultimately discover the power of communication. Years later, that same young girl would build a career around helping organizations communicate with clarity, purpose, and impact. After earning a degree in International Relations from the University of Minnesota and later a master’s degree from McGill University, Hall spent more than a decade developing expertise in branding, marketing, and business development. Along the way, she also helped establish WE (Women Entrepreneurs) at the Carlson School of Management, reflecting an early commitment to advancing women in business. Then came the leap. In 2001, Hall launched KNOCK Inc. Just two weeks after opening her agency’s doors, she landed a project with Target Corporation and knocked it out of the park. More than twenty years later, Target remains KNOCK’s longest-running client relationship—a remarkable testament to Hall’s belief that enduring success is built on trust, service, and partnership. Under her leadership, KNOCK grew into a nationally respected agency serving clients across retail, healthcare, higher education, hospitality, technology, and the arts. But Hall never viewed business growth as the final destination. Living in Minneapolis exposed her to another powerful lesson. She watched iconic companies such as Target, Best Buy, 3M, and General Mills embrace philanthropy as part of their corporate identity. Their commitment to community helped shape her own belief that businesses have an obligation to give back. That conviction became embedded in KNOCK’s culture. Hall has devoted thousands of hours to nonprofit organizations, mentorship, arts initiatives, educational institutions, and pro bono projects. Community engagement is not an afterthought at KNOCK; it is part of the company’s DNA. Her support of artists, cultural organizations, entrepreneurs, and underserved communities reflects a belief that success should circulate. Recognition followed. Hall was selected as an EY Entrepreneurial Winning Woman and became part of the Global Thinkers Forum community, joining an international network of leaders committed to positive change. A recipient of the Enterprising Women of the Year Award, she was named to the magazine’s “Top 20 in 2020” list. Yet perhaps her most important role is closer to home. She has raised daughters Gabriella and Alessandra while demonstrating that ambition and generosity are not opposing forces. As a member of Entrepreneurs of Purpose, Hall exemplifies what purposeful leadership looks like in action. She has built a thriving company, but more importantly, she has built pathways for others to succeed. Her greatest legacy will not be the brands she launched or the campaigns she created. It will be the culture of reciprocity she leaves behind—the enduring belief that when entrepreneurs succeed, they have both the opportunity and the responsibility to help others rise with them. That is the true power of purpose. And that is the legacy of Lili Hall. EOP Member Legacy Spotlight Lili Hall The reciprocity effect: How Lili Hall built a business and a legacy of giving enterprising Women 61
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