How This Marketing Director Rebranded a Company to Target Millennials

Leslie Albertson lives life in full color. As Mixbook’s marketing director, she’s bringing her personal flare to the design company that helps everyday people create the photo books, calendars, and cards of their dreams.

Read on to hear how Leslie took on the task of rebranding Mixbook to appeal to a younger audience.

Tell us a bit about your journey to marketing director at Mixbook.

I first joined the Mixbook team in 2013 to lead mobile marketing for a new photo book app we launched. I was focused on building the Mosaic brand through partnerships, growing our customer base, and acting spokeswoman at conferences and events. I became the Director of Marketing for Mixbook in 2015, when I was about 6 months pregnant! Quite the time to get a job promotion - but it shows the tremendous culture and support within the Mixbook team. My main focus at that time was developing our marketing communications and content strategy - including email, social, and the blog. As I dove into the Mixbook brand, I realized that we hadn’t done a great job at carving out our place in the market and really tapping into an underserved market of DIYers. This kicked off a very thorough deep dive of our brand intent, identity, and ultimately led to a rebrand. The process took about 18-months, and it’s one of the things I’m most proud of. As of today, I lead Brand and Partnerships, focusing on engaging events, inspirational content, and growing our brand awareness through partnerships including influencers, designers, creators, and like-minded brands.

What about your job makes you feel the most fulfilled?

Being creative and making an impact. I truly feel empowered in my role to try new things and take risks, and what we do makes an impact on people’s lives everyday. A photo book captures some of the most precious moments in time and allows people to create and connect more deeply. That feels really good! And, I love hearing the unique stories of our customers and how they use Mixbook.

How do you breathe new life into a company when you yourself are new to the brand?

Always understanding who your customer is. Understanding your customer forces you to think differently and from their perspective. I think whenever you are looking to refresh a brand, you have to have a deep understanding of why you do what you do, what the core brand values are, and who your target customers are. Simon Sinek has this Golden Circle theory which should be the foundation to any brand. First, answer why you do what you do, then the how you do it, and then the what. Many do this backwards. Also, understanding your customer is key. Having at least 2-3 customer personas deeply defined (and based on data and actual customers) are essential too. Once you get an essence of your DNA, then the magic happens. You explore colors, type, imagery, inspiration, mood boards, and real-world feedback to help bring the visual identity to life. It’s definitely a lengthy process, but with the right approach and data to back you up (and a little faith from your exec team), it all comes together. I had been at Mixbook for over 3 years at the time of the brand deep dive, so for me I think it was more of a challenge to take off the hat of ‘what we have been’ and defining ‘who we wanted to be’ and where that fit into the market. When I look at where our brand is today - our website, logo, photography, social, messaging - it all feels so much more authentic to who we are.

What were the biggest challenges coming into Mixbook? How did you overcome them?

Shifting from marketing social mobile apps which focused on driving installs and monthly active users (MAUs) to an e-commerce company where we ship a physical good was a totally different space for me and forced me to learn a new set of business metrics. I had to learn the ins and outs of pricing, gross margins, bookings, and the cost of a customer. Having great mentors and working with an incredibly smart team helped me a ton. I’m incredibly grateful for this experience - I’ll be ready if I ever get on Shark Tank!

What strategies have you used to appeal to a younger demographic?

Primarily influencers, events, and content that aligns with current trends and what’s popular amongst younger millennials - not just moms and grandmas. Some think Mixbook is just for moms, but almost half of our customers are single, working, globetrotters that like to capture their big beautiful life. Also, I think we’re really in this era of nostalgia (hello ‘90s) where millennials are now ditching social media and material things for experiences and real life connections, which is exactly what we’re all about - capturing those experiences to create deeper connections with those you love.

What are the common challenges you've seen among female executives & directors?

In my personal experience, one challenge that I do see is finding the balance between motherhood and a career. I find that nearly all of my time is given to my career and my child, which gives little time for self-care like exercise, clean eating, and nurturing my own relationships. I think finding the balance is hard for all of us, but being conscious of taking time to care for my needs as well has become more of a priority as I’m getting older and makes me better in my career and at home.

What advice would you give to young women just getting started in marketing?

Try a lot of different things. Work for a startup or try an internship and wear a lot of hats. There are so many facets to marketing - customer acquisition, content development, SEO, email and lifecycle marketing, research and analysis, and more. I’m a big believer in finding something you're passionate about but can also make a career out of so you feel fulfilled in your role.

“I truly feel empowered in my role to try new things and take risks, and what we do makes an impact on people’s lives every day.”

Where did the idea for your pop-ups come from? We loved what you did in Palm Springs!

We wanted to bring our passion for creativity and connection to real life experiences and show the unique ways you can create with Mixbook. We definitely found inspiration from some of the immersive pop-ups over the last year like the Museum of Ice Cream and Color Factory, but we wanted to go a step beyond and give people something they can create and take with them. We’ve done everything from a giant sunset-colored ombre gallery wall, where we had writeable Mixbook acrylic prints. Guests could write an inspirational message and snap a photo. We’ve also done experiences like Mixbook holiday cards used as letters to Santa, where you could pick a card from a colorful envelope wall, decorate it, and drop it in a mailbox destined for the North Pole. We love to encourage people to explore their creativity and connect with others around these experiences. I think these types of experiences make lasting impressions and we want to be a part of that!

We hear you’re launching a big project with Joy Cho (of Oh Joy! fame). Any inside info you can share?

Yes! We are so excited for this collaboration. She’s been a big inspiration to us and we feel lucky to be able to bring her colorful and fun designs to Mixbook. The collection is inspired by travel, color blocking, spring and summer colors, and the signature Oh Joy! elements like confetti and glitter. There are some fun designs to get the kids involved too so families can get creative together! We’ll be having a launch party that brings some of the collection’s elements to life in a pop-up experience at the Southern California Children’s Museum on March 23rd in Pasadena, CA. There will be a TON of activities for the kids, and colorful IG-worthy photo opps for the adults. We’re also collecting craft supplies for Shriners Hospitals for Children to support creative programs for their kids and families in need.

What’s the best piece of advice you’ve ever received?

Life’s a journey, not a destination. This mantra has been incredibly grounding anytime I’m questioning (or freaking out about) what’s happening in my life. It’s important to have goals and direction, but being present and embracing the challenges that come with juggling a career and motherhood is key to overcoming what can seem like the impossible. It’s about trusting in the process and believing you are exactly where you are supposed to be in this moment.

What are you most excited for in 2019?

Continuing to grow both personally and professionally. I’m so proud of where Mixbook is today and so excited to continue to expand our partnership and content to inspire more people to create and break down the ‘I’m not creative’ barriers. Personally, I’m excited to take time for self-care which includes more yoga and slowing down!

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How This Brand Strategist Is Building a Girl Gang for Black Creatives

Brittany Wilson is a woman you want to know. Formerly in fashion and marketing, she launched her design and branding studio, The Idea Girl, in 2017. Since then she’s been helping budding entrepreneurs and business owners figure out their company mission—and then going out and living it.

Below, Brittany shares the secret to her success.

What inspired you to start The Idea Girl? What need did you want to fill?

Two things actually inspired me, for one my multifaceted background often left it hard for me to find a career I thought I could grow with and hearing my family say things like “Jack of All Trades, master of none” didn’t help much either. I love creating beautiful things to make people feel good about themselves, and I’ve had many vehicles serve that common core. I’ve worked as a sales associate, visual merchandiser, and assistant buyer to passionately shop with strangers for their most intimate moments. I’ve also worked as a marketing manager, office assistant, and even become an operations manager for a Mitsubishi dealership to spice up the skillset. By age 24 I was working a crappy receptionist job and fighting a tough battle with depression. I was tired of getting hired, fired, and climbing up the ladder and losing to office politics.

Sick of being in a slump, I decided to create the life I wanted including a job I’d fall in love with. I realized that I was the go-to person at work and in my circle for all things aesthetic related from fashion to interior design, which created the “aha moment” of calling my brand The Idea Girl. I decided to take all my skills and talents and create a job title that included all of my expertise in one. I want to show women everywhere that we are malleable, fluid, and multidimensional and can manifest our thoughts into action. I want to show them that having a title holds no value and break from it boundless to be the creative forces that we are meant to be.

Two, the lack of economic power and freedom within the Black community is what shifted my focus to working with women of color specifically. Art, creativity, and talents are typically frowned upon in our culture due to the older generations faith in the hospital and government jobs. Many of us are tricked into believing that a college degree will provide us with security and a moderate paying job will be the safety blanket we need. WRONG! I wanted to break that generational curse that’s kept so many young people of color from pursuing their dreams and tapping into their innate and artistic abilities. Through The Idea Girl, we empower women of color into entrepreneurship by helping them dig deep within to monetize off their skills and talents through adept strategy and emotive design approaches so they can shine confidently next to their competitors and communicate with their clients. We needed a space where we can thrive financially, spiritually, and professionally to break generational curses and pass down our wealth. There weren’t too many creative safe havens for women of color, so I created one.

“Decide what makes you feel good and progressive. Stress is real, not-so-easy clients are real, and time is limited—so make it worth your while and feel good all of the time.”

You work solely with woman-owned startups and female entrepreneurs. What drove you to make this business decision?

I love working with women because I am a woman. Women are fighting adversity on a daily basis from their wages to their body rights. Starting my own business lit a fire in me that I never know could be ignited, a feeling so contagious that it was obligatory that I spread it. There is nothing like seeing another woman finally recognizing her worth, reclaiming her time, and fully investing her talents into a business to help solve issues both big and small. Forbes recently said that Black women are the fastest growing entrepreneurs in the nation, it makes me extremely proud knowing that I am one of the people behind the scenes accelerating this spike through my work to help women like me shine.

What’s been the most fulfilling part of your job? What about the biggest challenge?

The most fulfilling part of my job would have to be the look on my client’s faces when I bring their brands to life with design. Seeing is believing, so once they start seeing mockups and prototypes it’s like “Woah, sh*t’s getting real!” and the ideas and inspiration begin pouring in abundance. Their confidence beams through their smiles, and in that moment I know I am fulfilling my purpose. The biggest challenge would definitely be balancing my personal life and prying myself away from my laptop. Sometimes I’m so obsessed with what I do, that I’m afraid to go to sleep in fear of missing out of something. I even have to watch my dialogue when speaking to my boyfriend, friends, and family so it isn’t always work-related. My mind keeps me up, and I’m always overworking. I have to be extremely mindful of my body and the messages it sends me. If my body says she’s had enough, I know it’s time to hit the lights and to hit the sack. My biggest challenge staying healthy (mentally), keeping my body going, staying hydrated, and keeping anxiety at bay.

In the FAQ section of your website, you post your studio hours. This isn’t a common practice among entrepreneurs. Why do you think it’s important to let clients know your availability?

A friend of mine was actually the one who encouraged me to enforce office hours to set professional boundaries between my clients and I. There would be times where I would receive emails at 3AM and felt anxious and reluctant to answer every request at any given moment. It was wearing me down, so for the sake of my mental and physical health, I keep my office hours up to let my clients know the times they can catch me working and when they can get a response. Communicating that in the most professional way possible is also key. I let my clients know that I have every intention of completing their requests and I politely reiterate my policies and all possible options we can take to move forward. It’s important to inform clients and prospects the times they can reach me, but it’s just as imperative to let them know when I’ve clocked out for the day. I also have specific days set where I take phone calls that way I won’t lose track of time and can focus on my design projects for most of the week as that can also cause major distractions. Having a work schedule actually helps me leave work at work, so I can enjoy life outside of it; money isn’t the key to happiness but peace of mind most certainly is!

Time management definitely taught me the importance of managing effective office hours. You have to time everything you do and decide what makes you feel good and progressive opposed to funky and regressive. Stress is real, not-so-easy clients are real, and time is limited so make it worth your while and feel good all of the time. I set my boundaries with time and let people know to respect it in the sweetest and most professional way possible. Also, it kind of gives me a reason to light a spark my clients. It’s like being a coach or teacher, teaching them the importance of slaying their business goals in between there 9-5pm. Plus what I normally do, my clients follow suit to improve their lives. When I make better use of my time, so do they, and I love impacting them in that way.

You host GRLPWR Launches to help business owners hone their brand strategy and marketing solutions. Tell us a bit about what that process entails.

The GRLPWR is a combination of brand strategy, marketing, and creative solutions individually crafted for each brand I work with. Typically for business newbies or seasoned girl-bosses who want to implement a new endeavor, I work side-by-side with women to help get their ideas out of their heads and into their pockets by building out content plans, connecting them with ladies in my professional network who can help them execute their vision, and exploring future opportunities by mapping out their objectives and aligning them chronologically according to what makes the most sense right now in this moment. I give my clients the freedom to think out loud and devising a plan to get there from A to Z, figuring out where to monetize and what part of their business to invest in first. We start off with deep brainstorming where we formulate ideas and concepts with action plans to get started. Then they go through a series of workbooks to develop their brand and communications strategy before we develop a customized vision board before executing the launch.

“The Idea Girl Gang celebrates Black creative women by sharing a safe haven for them to network, find jobs, learn skills and join a sisterhood of ‘sistas’ ready to cheer them.”

You created the Idea Girl Gang to help black women in business find work and skill swap. How is the IGG different from other women’s career groups?

In the Black community there are sorority and fraternity organizations but very few that target Black women that are taking the road less traveled in not-so-ordinary fields. The Idea Girl Gang celebrates Black creative women by sharing a safe haven for them to network, find jobs, learn skills and join a sisterhood of “sistas” ready to cheer them. IGG welcomes all female-identifying creatives of all colors, classes, and creed. Although we primarily focus on providing professional resources for Black women, we welcome our community to all people who aspire to uplift and elevate women of color.

What do you think are some challenges that face female business owners and entrepreneurs today?

I think one of the main challenges is not being taken seriously or seen as a “boss” like our male counterparts. By stereotypical measures of gender roles, women are assumed to be incapable of making tough decisions or can’t be taken seriously if our clothes are too tight. Women are badass and we get the job done with no questions asked. We wear many hats and take on jobs as counselors, strategizers, designers, and planners. Sometimes I find myself adding a bit of bass in my voice when getting a point across or during a negotiation to show people I’m not here to play and that I am just as deserving to have a seat at the table. As a woman, it’s important to have an organization that promotes love for other women and sisterhood so we can be there for each other and break glass ceilings together.

“That’s what wakes me up in the morning: knowing I’m collaborating with women from all walks of life to design the brand of their dreams.”

Who are some female designers and entrepreneurs (maybe even some of your clients!) who inspire you? Why?

Lotta Nieminen is definitely the Queen of Design in my book. Her style is so minimalistic, clean, and abstract. Jade Purple Brown is also one of my favorite illustrators with her use of bold splashes of color and homage to women of color. Most importantly, all of my clients inspire me as they are the true Idea Girls. They come up with the most innovative and creative inventions with great intent. Not only are they slaying the day at their 9-5’s they’re rushing home to speak with me to build an entire empire. That is what wakes me up in the morning, knowing that I am collaborating with women from all walks of life to design the brand of their dreams.

What are you most looking forward to in 2019?

For 2019 I am most looking forward to the unknown, and just living life spontaneously. This year has started off amazing for me thus far with my first speaking engagement, two successful events, and traveling to meet my IG girlfriends in real life! I’ve been opening myself up to receive more love and I’ve been walking blissfully blind, hand in hand with faith. I trust myself a lot more, and I trust whatever the Universe has in store for me. Opportunities and doors are opening everywhere so I am ready for whatever 2019 has to bring. More life, more love, and more vacations!

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C&C's Founder Shares Her Tips for Scoring & Succeeding at a New Job

If you’re a regular Create & Cultivate reader (or maybe even a member!), you need no introduction to our founder, Jaclyn Johnson. The Forbes 30 Under 30 honoree started her own company at 23, then sold it in 2016. Now, at the helm of C&C, she’s helping women around the world create and cultivate the career of their dreams. And that’s exactly why she’s a member of our new Mastercard Women’s Business Advisory Council. Throughout the year, members of the council will be popping up at events and online with advice on how to get your small business off the ground—stay tuned to learn more!

Jaclyn shared with Teen Vogue the story behind C&C, the challenges she’s faced, and the best way to get on your boss’ good side—read an excerpt of the interview below.

TV: You started Create & Cultivate when you were still pretty young, and it became so successful in a relatively short amount of time. Some people might look at your journey and think you made it look easy. But in reality, what challenges did you face?

JJ: Well, it wasn't a short amount of time. That's something that everyone always thinks. But the first [Create & Cultivate conference] was in 2011, so it's actually been going on for over seven years. In terms of the growth, it's obviously grown a lot. But there's so much hard work and intensity behind it. For a while, I was running both companies: I had my old company, [marketing agency, No Subject] and Create & Cultivate at the same time. I was working 150-hour weeks balancing both teams, running both financials — it was so much and so intense. I mean, it's great it looks easy, but it definitely hasn't been that way.

TV: What about before Create & Cultivate — what were some of the biggest challenges you faced in the earlier years of your career?

JJ: [With] my first company, there were so many different challenges. Number one is trying to be the boss when you yourself don't have that much work experience — trying to navigate those waters and learn. At the the beginning, I took a lot of things personally and really didn't manage myself well because I was so invested in everything [and] I was so young and not equipped to handle things.

TV: How did you overcome those challenges?

JJ: Experience. You get better over time; it gets easier over time. You'll be a better problem-solver. You just have to go for it, make mistakes, and learn along the way.

TV: Did you ever have moments early in your career or when starting Create & Cultivate when people didn't take you seriously because you were young or because you’re a woman?

JJ: Oh yeah, all the time. Even [with] the AV guy today: I [asked], "Can we lower the music?" He said, "Who's asking?" And I said, "The person paying you." It happens all the time. People think I'm really young. [...] At happened at the beginning of my career all the time. It's one of those things where you just have to have the confidence and the presence of mind to put people in their place, move on, and keep focusing on your own stuff. Head down, focus on the work, and then you no longer have to prove yourself because you know deep down that you deserve to be where you are.

TV: It seems some people feel like when they’re in college, they already have to know their career path. What do you have to say to that?

JJ: In college I had no idea how many jobs there were out there. I think it's like, a lot of people are like, "Oh, I can be a doctor, a lawyer." Like you can be all ... You can be marketing, you can be in whatever. Now, it's so different because you can be a content creator, you can have four gig jobs that add up to your full time payment. You can kind of create your own career, and it no longer has to be the fact that you're going to be in a company for 15 years. You can start a company, you can be an independent contractor, you can be an influencer. So I think that now, there's so many paths, so I think [college is] really just about now college giving you the tools that you need to go into the world and know what you want to do.

TV: When someone is applying for their first job, what are some of the biggest dos and don'ts they should remember?

JJ: I think the biggest thing is a lot of people, when they go in for interviews, are thinking that they're the only one being interviewed. But the reality is you should also be asking questions in the interview as well and seeing if it's a mutually good fit for you. A lot of people come in and they're just answering all my questions, [and when I ask], "Oh, do you have any questions?”, [they say], "No." But there should be so many questions [you ask, like], “What's the culture here? What are the hours here? Do I have to travel? What's your goal for me?” The best interviews I've had are [with] women who also ask questions, so I think that's something to take note of.

“The reality is you should also be asking questions in the interview and seeing if it’s a mutually good fit for you. ”

TV: Can people negotiate in their first job out of college?

JJ: Oh, yeah, definitely. I mean, I think you have to go into it knowing what you need to live and save. What is that final number? And then try to get to that number. And then if you don't [get that] immediately, ask for a reevaluation in three months. Always ask for reevaluation in three months, because if you're crushing it in three months and they don't want to lose you, they're going to bump you up to what you want to be at.

TV: What are some of the biggest things you look for when you're hiring?

JJ: Team players. People who come in and would never say, "That's not my job." We want someone who can wear all the hats, be all hands, jump in, do things that are outside of the box, think creatively, [and] come to the table with ideas. Anyone who doesn't want to just be like, "I'm marketing, so I do marketing." [I look for] anyone who's like, "Hey, I'm going to jump in and take out that trash because it's full at the event." Or, "I'm going to jump in and go to this meeting for you because I know you're busy." Anyone who's down to do that — especially in a small company, it's vital.

TV: Aside from negotiation, once you're in your first job, what are the biggest dos and don'ts?

JJ: Number one is learn your boss’s communication love language. Are they a list person? Are they an email person? Are they a pick up the phone person? How do they communicate, and what kind of style do they like? Learn that and do that, because you want to be making your boss happy. If you learn their love language, you'll be in a really good place. I think that's number one.

Number two is working with your teammates to build rapport, because those are the people that are going to build you up and hold you accountable. Especially if you're going into a team that's been established for a while, what are the ins and outs of that team? What is everyone's function? How does everyone work together? [Learn] the rhythm of that group balance.

TV: What advice do you have for people who want to start something or have an idea but think they’re too green or too young?

JJ: No one's too green anymore. If you have an idea, if you're solving a problem, if you're excited about that, then go for it. [...] Big risk, big reward. But also, be strategic in the way you're approaching things.

TV: If you could go back and tell your college self one thing, what would it be?

JJ: I would say that you shouldn't be so hard on yourself. I think there's ebbs and flows. I went through so many crazy things in my twenties [that] I thought were the end of the world. And everything was fine. Everything happens for a reason, and enjoy the journey, enjoy the failures, enjoy the successes, enjoy the heartbreak, the enjoy the love that you get. Enjoy all those things. That's what makes you you.

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How The Founder of Media Giant Blavity Hustles Smart

Morgan DeBaun is no stranger to brand building. In 2014, she left her full-time job at Intuit to launch Blavity, a media company for black millennials, and has since acquired Shadow and Act and Travel Noire—on top of launching 21Ninety, a lifestyle brand for women of color, AfroTech, a conference and site for black entrepreneurs, and M.Roze, a skincare line. So yeah—she’s kind of a total boss.

That’s why we’re thrilled to have Morgan joining our Mastercard Women’s Business Advisory Council. Throughout the year, members of the council will be popping up at events and online with advice on how to get your small business off the ground—stay tuned to learn more!

Below, Morgan shares why she launched Blavity, how she hustles smart, and the best piece of advice she’s ever received.

What are the common challenges you've seen among female business owners and entrepreneurs?

Being able to get into the room. There are still a lot of closed doors when it comes to women entrepreneurs, whether it be to pitch, or securing funding, it’s still very much a boys club. Hopefully, that will change in the near future with the number of women business owners and entrepreneurs consistently growing.

What was the turning point that convinced you, “It's time to take matters into my own hands? The world needs Blavity.”

It was after the death of Mike Brown. Almost every media source painted this kid out to be a monster, all while his body still laid in the middle of the street. Too often we see the narrative around people of color go from bad to worse in the media before real facts have been presented. Blavity was created to change that.

When you run into a career obstacle, how do you find new roads?

I find new roads by going back to the drawing board and revisiting the original vision. That usually helps me get back to aligning myself with my goals. In doing so, I almost always come across new avenues and alternative ways to get to the job done.

What is your biggest pet peeve?

People who talk a lot about what they want to do instead of just doing it. Actions speak louder than words and execution is everything.

What does the concept of #hustlesmart mean to you?

To hustle smart means to put in the work needed, but doing so efficiently and effectively, so that time, energy and resources aren’t wasted along the way.  Sometimes I think people take pride in being “busy” and “working hard.” If you can accomplish the same outcome with less work isn’t that a better outcome?  

"Actions speak louder than words and execution is everything."

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How has your relationship to that concept changed over the last five years?

I have a team now. We still hold the concept in high regards, but with more brain power, it has become easier, in a way. We work together and are able to pick up on each other’s blind spots, so that makes the process of executing ideas a lot smoother than being alone in my one-bedroom apartment trying to do everything on my own. 

What are your biggest fears about running a business?

If I had to take a stab at it, I would say that taking too long to recognize that a project or idea or system just doesn’t work. I love the quote “fail fast” because the greatest lessons are born out of failures and mistakes. 

Fail fast, because the greatest lessons are born out of failures and mistakes.

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What about your career makes you feel the most complete?

I feel most complete being able to employ people who are underdogs and deserve to work in a space where they can be their full creative selves. 

If you had to trade jobs with anyone else in the world, who would it be and why?

I wouldn't. I’m proud, and very much still in awe of what my team has done in the short years that Blavity has existed.  I wouldn’t want to be anywhere else.

At what point in your career did you find the confidence to really take charge and become the woman you are today?

It was when I decided to quit my job at Intuit and pursue Blavity full time. It was all sorts of scary and nerve-wracking but I never looked back.  I think that when you find something that you’re really passionate about that you’d be willing to do for free then it makes everything that comes after less scary.

What's the best advice you've ever been given? Or your favorite piece of #realtalk?

Stop asking for permission and just do it.

What song do you sing in the shower when you’ve had a bad day?

Beyoncé - "Formation"

Photo Credit: @davisfactor and Morgan’s Instagram

Hair & Makeup: @SmashboxCosmetics @TheGlamApp @TheOuai

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Popular Motivational Quotes, Rewritten by a Visionary LA Entrepreneur

Sonja Rasula is a busy woman. As the CEO and founder of Unique Markets, The Unique Camp, and The Unique Space, she runs a pop-up marketplace, co-working space, and conference for creatives and innovators—all at once.

She's also the owner of the above quote, which has been inspiring C&Cers for a few years now. Because Sonja is pretty much always full of the wisest of words, we’re so excited to have her join our Mastercard Women’s Business Advisory Council. Throughout the year, members of the council will be popping up at events and online with advice on how to get your small business off the ground—stay tuned to learn more!

To show off Sonja’s knack for motivational speech, we had her rework some of our favorite inspirational sayings. Check ‘em out below for a little workweek motivation:

Original: Success comes to those who wait.

Sonja’d: Success comes overnight.

Original: Do one thing every day that scares you. 

Sonja’d: If it's easy, you're not doing it right.

Original: You can do it, put your back into it. 

Sonja’d: UM, I WOULD SAY EXACTLY THAT!  

Original: People who are crazy enough to think they can change the world, are the ones who do. 

Sonja’d: All it takes is a big idea and a little crazy.

Original: Whether you think you can or think you can’t, you’re right. 

Sonja’d: You are your biggest critic—let go. Become your biggest cheerleader. 

Original: Done is better than perfect. 

Sonja’d: Dreamers dream. Doers get shit done.

What’s your favorite saying? Share in the comments below! 

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How This Former Model Became Premium Denim’s First Female Founder

Paige Adams-Geller knows a thing or two about fashion—but she knows even more about how to run a business. A former model, Paige founded PAIGE, a denim and lifestyle fashion company,15 years ago—and she’s been sharing her journey as a woman in fashion and entrepreneurship ever since.

Below, Paige shares the best advice she’s been given, her hopes for the fashion industry, and how your business can leave a mark on the world.

What does it mean to you to be the first female founder in premium denim?

I am honored and proud to be the first female founder in the premium denim world! It means so much to me. I feel I have always been a risk taker, and when my heart is passionate about something I give it 1000 percent.  I also believe being a pioneer is part of my spirit. I’m a small town girl from Wasilla, Alaska and feel like I have been able to pave the way and set an example for other women and young girls who have big dreams – showing them that all things are possible.  There are no limitations and no mountains they can’t climb!

What has been your proudest moment since starting PAIGE?

My proudest moment since starting PAIGE was when we reached a level of success where I was able to have a platform to use my voice. I have had the ability to help others through sharing my personal stories of overcoming adversity. It has also been a pleasure of mine helping others within the company reach their own personal and professional goals in the business.  

What is one thing you wish more people knew or understood about the fashion industry?

I wish more people understood how tough the fashion industry is. It moves so fast, and it is so competitive. It takes a lot of hard work and discipline to be successful and stay successful.  It’s not all about events, parties, and playing dress up. Don’t get me wrong... it is fun! But to be successful you have to take it very seriously.

“It is important to protect your brand and keep a clear eye on the voice of what you stand for.”

What is the best piece of advice you’ve ever been given? What’s the best piece of advice you have to give to young entrepreneurs?

The best piece of advice I have been given is to stay true to what I believe in and to keep my eye on the big picture. Slow and steady wins the race. I’ve never wanted PAIGE to be a one hit wonder. I want PAIGE to be an iconic lifestyle brand that is here for years to come.  

The best advice I have for young entrepreneurs is to leave a legacy. It is important when you have a brand, to protect your brand and keep a clear eye on the voice of what you stand for. You can’t be everything to everyone.

You’ve been very open about your sexual assault story, and PAIGE is involved in multiple philanthropies. Do you believe all businesses have a responsibility to give back in some way?

Absolutely! I believe that businesses need to pay it forward.  I have worked hard to get where I am, but I would not be here without the help of others.  The Rape Foundation gave me my voice back. And when I found my voice I was strong enough to start a brand where I could empower others and create a safe work environment.  That is very important to me. With that being said, I also want to be able to give back what I can to my heroes.

PAIGE is almost 15 years old! How has the brand—and your own style—evolved over the years?

I can’t believe I have a teenager! Hahaha. We gave birth to PAIGE 15 years ago, and so much has changed and evolved.  The brand started out as just denim for women and has evolved into a full California lifestyle brand for men and women – and last Fall we launched women’s shoes! As much as the brand as evolved, my personal style hasn’t changed much – it’s always been feminine and sexy with a little bit of edge. Whether I’m wearing denim or a dress... I love pairing them with a leather jacket and a sexy boot or shoe. If one thing has changed, it would be that I wear sneakers or flatter boots more than I used to! I like to walk around the cities we travel to for work so I’m not in stilettos as much!

What’s one thing you hope will change about the fashion industry in the future?

I hope the fashion industry will change with people going back to the enjoyment of visiting stores more!  Even though I embrace and love online shopping, I still need to get out and see and feel and touch clothing and shoes!  I also hope inclusivity is not a trend and that women and men of all shapes and sizes will always know that they have an equal place in fashion.  

What’s your go-to outfit when you want to feel your most confident?

When I want to feel confident, I wear black jeans, a silk georgette blouse, a leather jacket, and boots with edgy hardware details.

What and/or who inspires you?

I’m inspired by people who take risks and who are authentic and vulnerable.  

What’s next for PAIGE?

I’m a dreamer and continue to dream beyond what is the obvious of today! I see no boundaries in our future. I want to continue creating and enjoy the adventure!

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How a Mission-Focused Mindset Made ClassPass the Beloved Brand It Is Today

Payal Kadakia is a woman to watch. As the co-founder of ClassPass—the subscription-based fitness platform—Kadakia just raised a mega $285M in funding from investors in Peloton and Equinox since founding the company in 2013. This puts the female-founded startup in unicorn territory with its new valuation of $1 billion (following in the footsteps of Rent the Runway’s Jennifer Hyman). And making this news even more badass, Kadakia is nearly nine months pregnant.

The money will help ClassPass’s expansion internationally, its corporate wellness offering as well as continue adding wellness activities such as facials and massages to its existing markets—we can’t wait to see what Payal does with the company next. Payal’s innovation and tenacity are exactly why she’s a member of our new Mastercard Women’s Business Advisory Council.

Below, Payal shares advice for young women looking to build their entrepreneurial dreams just like she did.

What was your “aha moment” when founding ClassPass?

After I graduated from college, I found it challenging to nourish my love of dance while working in traditional jobs. By most standards, these were great jobs, but they weren’t great for me because they prevented me from pursuing my passion for dance. In 2010, I visited San Francisco and met incredible entrepreneurs. My first “aha moment” was meeting them and realizing that I, too, could build a company.

My second “aha moment” came 36 hours later. I was searching for a ballet class to take after school and found the online search process to be cumbersome and miserable. Since I was in the mindset to look at challenges as startup opportunities, I was able to quickly realize that this frustration was a business idea: to create a company that makes it easy for people to try new classes and pursue their passions.

You went through a rebrand in the early stages of starting your business and switched up the business model. Were you confident this was the right decision? How did you navigate any doubts you had?

I was always confident because I was mission-focused, not product-focused. I knew there had to be a way to fulfill our mission of reconnecting people with their passions, so I was willing to keep iterating on our product and business model until we found the right approach. To this day, iteration and a constant quest for even more ways to accomplish our mission remain core to our company’s DNA.

How has fitness and staying active made an impact on your life?

In more ways than I can possibly calculate -- fitness has made me who I am, and it quite literally paved the path for me to found ClassPass! The same way you need to challenge your mind, you have to challenge your body to continue to let yourself know you can achieve anything you put your mind to.

Who was the first person you hired for your business, and how much of a difference did it make?

Soon after I got the idea for ClassPass, I bought a URL, bounced the idea off of friends, secured an angel investment, and was joined by my childhood friend Sanjiv Sanghavi. These early decisions were crucial, especially the decisions that led me to exactly the right angel investor (my mentor Anjula Acharia) and the right co-founder. Early on when your business is little more than an idea, it’s crucial to be joined on that journey with people you trust, with whom you can work well under pressure, and who share your vision.

What are the common challenges you've seen among female business owners and entrepreneurs?

I’d love to see more successful female role models. If more women see other successful women accomplishing their dreams, they’ll dare to aspire to reach their dreams as well.

When you hit a bump or hurdle in your career, how do you find a new road + switch gears to find success?

I don’t fit well in a box, and I’ve often found that I need to question professional norms, such as titles and other artificial notions of prestige, in order to determine what’s best for me. When I reach a hurdle I’m not sure how to cross, I enlist the advice of my trusted mentors, but ultimately I also trust my instincts.

“Early on when your business is little more than an idea, it’s crucial to be joined on that journey with people you trust, with whom you can work well under pressure, and who share your vision. ”

What’s the best piece of #realtalk advice you’ve ever received?

Early on, when I was just getting started, my mentor and angel investor Anjula Acharia told me that if I wanted to make ClassPass work, I had to quit my job. Building your dream can’t be a part-time endeavor; you have to pursue it with everything you’ve got.

What are two qualities you think every entrepreneur needs in order to be successful?

A purpose and a lot of persistence!

Whose career is inspiring you today?

My fellow female entrepreneurs, including Jessica Alba, Jenn Hyman, and Katrina Lake, among others. I hope this list just keeps getting longer and longer!

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How #MeToo Has Changed The Way This CEO Runs The National Domestic Violence Hotline

Have you watched the Amazon Prime Video docuseries Lorena yet? It tells the story of Lorena Gallo, who after years of being the victim of domestic violence and marital rape, cut off her husband’s penis in 1993. The media had a field day with the story, overlooking the assault and rape to make a mockery of Lorena’s suffering. Twenty-five years later, though, Lorena is speaking out—alongside several prominent voices in the domestic violence space. Last week, we held a panel and screening series in New York, Washington DC, and San Francisco. We chatted with pros like Katie Ray-Jones, CEO of the National Domestic Violence Hotline, on how violence prevention has changed and the work we still have ahead of us.

Below, Katie shares her thoughts on #MeToo, activism, and the importance of self-care in the world of non-profit work.

Tell us about the career path that brought you to the role of CEO at the National Domestic Violence Hotline. What inspired you to work in the domestic violence field and to work with The Hotline?

From undergraduate school on, my career kept taking me on a path that I wasn’t intentionally seeking. Doors kept opening; opportunities led me to work in the domestic violence field. As an undergrad, I was placed into an internship in a restraining order clinic for domestic violence victims, part of a larger domestic violence service organization. So it was my first real exposure to the issue that allowed me training and education on domestic violence. That job prompted me to want to become a therapist where I would have a private practice and provide individual and group therapy. However, during my master’s program internship I was placed again working with domestic violence survivors. This eventually lead to a job with a multi-service organization where I led the residential and nonresidential domestic violence programs.

When my husband and I had our first child we decided to move from California to Texas, and I accepted a job with the State of Texas, as the state administrator for domestic violence programs. I learned more about The National Domestic Violence Hotline through that role.  When an opportunity for a Director position at The Hotline was vacant, I realized I was missing working in a direct service organization and that motivated me to want to start working with The Hotline.

What’s most fulfilling about your job?

When I hear from advocates their experiences working with victims and how they changed someone’s life, that is incredible. Being a part of the growth of the organization and the increase in education and awareness of the complexities of domestic violence has been fulfilling. We see evidence of this growth because of the annual increases in the number of people who reach out to The Hotline. Calls to The Hotline have more than doubled since I came here, and being able to serve more people is amazing to see. 

What’s most challenging?

The most challenging part is that with the growth leads to a need to continue to gain resources and continue to fundraise to be able to serve more people. It is incredibly heartbreaking for everyone at The Hotline that we are not able to connect with every person who is reaching out to us for these potentially lifesaving resources, because we lack the funds. That is the challenge because you know there is someone we were not able to serve who desperately needs help.

“When I hear from advocates their experiences working with victims and how they changed someone’s life, that is incredible.”

The Hotline was created in 1994 with the signing of the Violence Against Women Act. Tell us a little about how resources for victims and survivors have changed in the last 25 years, and how you hope they continue to evolve moving forward.

The movement itself has changed over the last 25 years. We have developed a greater understanding through research and survivor experiences to recognize the complexities in each domestic violence incident. For example, we now know the impact of trauma and how important it is to work with the family holistically and remain survivor-centered. Through experience and data, we have also recognized the need to provide culturally specific services to marginalized communities and being able to advocate and serve their specific needs at a greater level than previously. We have more work to do there. We are able to articulate in a more meaningful way to members of Congress the needs of survivors. It’s shelter, it’s therapy, it’s legal advocacy, it's training for law enforcement officers and judges, and educators.

The Hotline was first funded through the Violence Against Women Act, but now it is funded through Health and Human Services, a program called Family Violence and Prevention Act.  This allows multiple systems beyond the Justice Department to work together to find a solution. There is not just one service point that will end domestic violence, but it’s a collective effort of multiple systems coming together to support and intervene around the victimization of women.

For example, government agencies who are working with teens and those working on health issues, we know they both are in contact with youth who experience dating violence, so it’s important for there to be a multi-system coordinated response to address the complexities of the needed solution.

The #MeToo movement has created more discussion around sexual assault and domestic violence. We have noticed an increase of 40% in contacts to The Hotline this past year. We believe as a result of more public discourse on the issue, additional media coverage, people in abusive relationships and their friends and family are hearing these conversations, recognizing abuse in their relationships, and reaching out to us for help.

We continue to think about access to services as an organization.  Originally we only had services via phone, today we have phone, online chat and text. 

What do you think people misunderstand about domestic violence?

 First and foremost, people often think it’s a matter of leaving the relationship and the problem just all goes away. But that may be the most dangerous action a victim can take. We also know that without intervention for the abusive partner they have a high risk of abusing again.

We also still encounter people who believe that abuse happens only to the poor and uneducated, or maybe only in certain pockets of the country, so we still do a lot of education and awareness that it can happen to anyone. Domestic Violence does not discriminate.

What should someone know if a loved one is in a domestic violence situation?

This is such a common question for friends and family.  Research has shown that women go back to their abusive relationship about 7 times before they actually do leave. There are many reasons for this, first and foremost being love. The survivor remembers the person they fell in love with and still sees glimpses of that person.  Their partner is not abusive all the time. Promises are made. The abusive partner often promises to get help, that they will change and the abuse will stop. Often times, the abusive partner has isolated the victim and destroyed their self-esteem.

As a support person, it is important not to judge or tell the victim what they need to do.  Offer resources, be a good listener, let them know that you are there for them.  Help them think about their safety and connect them with The Hotline.  It is important not to bad-mouth the abusive partner.  This may prevent your friend from speaking about the relationship in the future. It is important to take good care of yourself through this process as well. 

“I’ve gotten better at ensuring I take good care of myself.  If I am not my best, then I am not serving survivors the best I can.”

Work-life balance has to be hard in a position like yours. How do you remember to step back and take time for yourself when your work is so constant and directly impactful?

It’s hard for most people who are working in nonprofit to prioritize your personal life knowing that there are people who are encountering really challenging situations and in my current role, knowing there are so many people who still need help. I’ve gotten better at ensuring I take good care of myself.  If I am not my best, then I am not serving survivors the best I can. So, one of my strategies is to calendar effectively.  I made a commitment to my boys that I will not miss a game, a play or a student conference.  Family is my top priority and it is important to me that my husband and boys know they are important to me. 

You’ve said previously that a big goal for you is to create intersectionality of domestic violence services with other social justice issues. Tell us about that goal and how the NDVH is joining forces to solve other issues.

We have had a few moments in our organization where we recognized the power of the data that we have. Because we are the only national organization with direct contact with so many survivors across the country, we can recognize trends and help other organizations that are working with different issues such as immigration, reproductive health, firearms, and other issues that impact survivors.  We really want to continue to elevate survivor experiences with these issues.

The data can help lawmakers and governmental organizations create better policies and programs that support survivors and victims with the critical needs they have, filling in where the gaps are and building out services. There is a place for the NDVH to be really thoughtful about partnerships with other organizations to lend our data and help each other.

What advice would you give to young women who want to work in social work, violence prevention, and similar fields?

This work is incredibly meaningful and impactful. The opportunity to help someone else is a gift.  I think the field is so passionate and committed to being able to support survivors in really thoughtful ways that there is a lot of collaboration and a lot of willingness to work together.

For anyone considering working in the field of domestic violence and sexual assault, there are needs for social workers, lawyers, doctors, therapists, politicians, etc. Regardless of your chosen profession, staying grounded in your purpose while remembering there is a lot of goodness in the world is important.

Be mindful and start early to set up your work life balance. You need to create one that helps you have a meaningful career and a balanced life. It is a blessing to know that you have an impact on people at all levels.

Watch the full four-part Lorena docuseries now on Amazon Prime Video.

If you have been directly affected or know someone who has experienced domestic violence you can reach out to The National Domestic Violence Hotline by calling 1-800-799-7233 or chatting online with an advocate at thehotline.org. This non-profit is always available, all day, every day, 365 days a year. Highly trained expert advocates provide confidential support, safety planning, and connection with local resources.

A Day in the Life of a Published Author

Andrea Bartz is a master with words. Down-to-earth and candid, she’s not afraid to share her journey from initial idea to being published. Below, Andrea shares what it’s like to be a writer, how to combat the loneliness of writing, the best advice she’s been given, and getting a deal with Mila Kunis.

What does an average day in your life look like when you’re working on a novel?

I try to keep to a schedule, but I’m flexible if workday fun calls (like if I hear about a great museum exhibit and need to ditch my computer and head there on a random Tuesday—that’s the beauty of not having an office job!). Most days, I spend the morning answering emails and working on all the little pieces of being a writer that aren’t writing: updating social media, getting up to date on publishing news, reviewing other books, writing essays and giving interviews, etc. I take a break to work out (I’m a diehard ClassPass fan), and then I spend the afternoon writing or revising my novel. I have daily goals and once I’ve hit them (whether it takes an hour or five), I call it a night and usually see friends. I spend a lot of time in my tiny studio apartment, but I’m most productive when I’m set up with my ergonomic keyboard and dual monitors!

How do you manage your time while writing? Does your publisher give you deadlines, or do you create your own?

My publisher gives me deadlines, but they feel a little abstract: This many months from now, we’ll need a 90,000-word manuscript. So I create my own mini-deadlines to stay on track. I use pacemaker.press to figure out how much I need to accomplish every day and to record my progress, whether I’m drafting (1,200 words/day) or revising (currently about 24 pages/day). The important thing is to build in a cushion at the end and to recalculate whenever I fall behind—otherwise I get overwhelmed if I miss a day.

What was your experience like finding a publisher for this book?

I worked on The Lost Night for about two years before I thought it was in decent shape. In late 2016, I queried several dozen agents whom I thought would like it; I was in the slush pile, sending my query letter and sample chapter like anybody else. Three agents offered representation, and I signed with the brilliant Alexandra Machinist (who reps Tomi Adeyemi, Kevin Kwan, and many other stunners) late that year.

Alexandra took the book out on submission in February, and two editors were interested but not completely sold. They gave me their notes and said they’d be happy to look at a revision. I went to town reworking the novel yet again, which was scary and difficult: I knew that, even after all this work, both editors could pass on the revised draft. But their notes made it much stronger, and thankfully, my editor at Crown (the wonderful Hilary Rubin Teeman, who recently edited the number-one NYT bestseller One Day in December) made an offer in summer 2016. I’m also working with her on my second novel, The Herd, which will come out in 2020.

How do you deal with writer’s block?

I’m always dealing with writer’s block! I truly never feel like sitting down and writing, even though I love what I do. For me, it’s all about mind games: I’m a big fan of the Pomodoro Method, where you set a timer for 25 minutes and do nothing but write until you hear the beep—you don’t check your phone, you don’t unload the dishwasher, you don’t look at Twitter, you just write. Even if what you write is god-awful, or even if it means opening up a second document and screaming into it (“I DON’T WANT TO BE WRITING TODAY I DON’T KNOW HOW TO END THIS SCENE I HATE THIS DON’T MAKE ME”)—that still counts as writing! Then you set another timer for a 5- or 10-minute break, and after it, you dive into the next productive period. I can accomplish more in two or three Pomodoro “writing sprints” than an entire afternoon of dicking around on my computer. I have to physically tuck my phone out of sight to stay focused, so I use the charmingly basic tomato-timer.com to keep track.

“Be a voracious reader of fiction that appeals to you (especially works by female authors and people of color!)”

When did you know you wanted to be a writer? What was your journey to writing like?

I’ve always wanted to be a writer—when I was little, I filled notebooks with poems and plays and short stories, and in college I studied journalism, which seemed like a “respectable” way to make a living with my writing. I interned at several magazines (in fact, I met Jaclyn Johnson when we were interns together at Conde Nast!) and then worked my way up the masthead as a magazine editor. I primarily worked at women’s magazines (including Self, Glamour, Natural Health, and Martha Stewart), and I didn’t mind that I was doing more editing than writing. I started writing The Lost Night during my last full-time job, five years ago, and the stars sort of aligned when the magazine I was working at folded: I became a freelance writer, and I worked hard to finish and sell my manuscript. I still do some freelance writing, but I love being able to focus on fiction now.

What advice do you have for aspiring female writers?

In terms of craft and outlining, I’m always recommending two books: Jessica Brody’s Save the Cat Writes a Novel, which will help you plot out the emotional “beats” of your story, and John Truby’s The Anatomy of Story, which gives specific exercises for developing rich characters, building your world, and creating an emotionally compelling story. Read those, and be a voracious reader of fiction that appeals to you (especially works by female authors and people of color!)—that’s all you need. You don’t need an MFA, unless that’s the kind of community you’re looking for.

So many people tell me, “I would love to write a novel someday!” or “I wish I could write a novel!” I’m always reminding them that the only way to write a novel is to...write a novel! It seems daunting, but if you write 1,000 words a day, you could have a full-length manuscript in under three months. The important thing is just to sit down and start writing. Again, whatever mind games help you get there are great: Some people like taking a class because it forces them to write a certain number of pages a week. Others love having a writing group (or just finding a crit partner) because it forces them to write pages for swapping. There's no magic dust, but every single page you write makes you a stronger writer.

How do you combat the loneliness often felt by writers when they’re working?

This is a great question, and it’s something I struggle with; I’m an extrovert and I loved the collaborative, super-social environment of a magazine office, so I can go a little stir-crazy when I’m alone for too long. Exercise is so important for mental health in general, and workout classes in particular really boost my mood and energy level (in a way that using the Elliptical in my building’s gym can’t). I’m forced to go outside, see the sun, and be around other people. That’s huge, when you work from home!

About once a week, I’ll meet a writer friend for a work date, which is usually a catch-up lunch followed by a few hours of working. I know I won’t be quite as productive during our date, so I save certain tasks for cafe days, like updating my website or sending invoices. I try to schedule dinners or drinks several nights a week, so I have something to look forward to when I’m done writing. And finally, as I mentioned, every once in a while I just say screw it and head to a museum or movie or park or botanical garden. What’s the point of being self-employed if you never give yourself a break?

“The only way to write a novel is to...write a novel!”

For this novel specifically, how did the idea come about? Which came first: the story, the characters, the ending?

The characters and story hit me all at once. To give a little context, The Lost Night is a thriller about a woman unraveling the dark truth surrounding her best friend’s apparent suicide in a Brooklyn artists’ loft ten years earlier. It explores that moment of feeling young and free and invincible when you’re out on your own for the first time—and what happens when that all comes crashing down.

I had the idea when I was thinking back on my own “invincible” twenties, when the nerve center of my social life was this labyrinthine factory-turned-hipster-dorm in Brooklyn’s gritty Bushwick neighborhood. It was pretty wild: You could wander in on any Friday night and come upon a concert, a play, a poetry reading, an open mic, an EDM dance party, and who knows what else. I thought: What if, after one of those hard-partying Friday nights when a million mini-adventures went down, there was a dead body?

As for the ending: The whole time I was writing, I had no idea how it was going to end! It cracks me up when readers say they spotted this or that twist from a mile away, because I swear—I didn’t see it myself until it poured out of my fingers and onto the page.

What’s the best piece of advice you’ve been given?

I almost didn’t write The Lost Night—I was so scared people were going to dismiss it because it  centers around a much-maligned “hipster” subculture. (Remember how much everyone hated hipsters in, like, 2014?) My friend Leah Konen, who’s also a fiction writer, gave me the best advice in the world: “Go all in on a shitty first draft. Take off your editor hat. Take off your what-if-people-make-fun-of-me-for-writing-about-hipsters hat. Just write!” No one had given me permission to write poorly before. So freeing!

What are you most excited for in 2019?

I’m of course incredibly excited for The Lost Night’s publication on February 26! Beyond that, Cartel Entertainment recently signed on to adapt the book as a limited series, with Mila Kunis on board as a producer. Things move slowly in Hollywood, I hear, but I’m incredibly excited to see my novel brought to life on the screen.

Keep reading for a sneak peek of The Lost Night!

Remember being 23? For many of us, that time felt loopy and free, brimming with possibility. We were out on our own for the first time, and friendships felt operatic, romances felt epic, and every weekend crackled with possibility. 

That was certainly true for Lindsay Bach, the narrator of my psychological thriller, THE LOST NIGHT (Crown, on-sale 2/26). She was 23 in 2009, and her artsy young group of friends all lived in Calhoun Lofts, a sprawling Brooklyn warehouse space with parties and concerts and general debauchery spinning out from every corner. Her best friend, Edie, was the group’s seductive ringleader—beautiful and mercurial, she had the city’s social scene in her thrall. After they found Edie in her loft with a suicide note on her computer and a bullet in her head, the group scattered, torn apart by shock and grief. 

Ten years later, Lindsay thinks she’s moved on: She has new, adult friendships and a slick job as the head fact-checker at a glossy magazine. So she’s not quite sure what compelled her to reach out to Sarah, a friend from the Calhoun Lofts era, when Sarah moved back to NYC. This adapted excerpt is from Lindsay’s catch-up dinner with Sarah, the first time Lindsay’s seen anyone from Calhoun Lofts in a decade. The conversation quickly turns to their beautiful, fallen heroine—and what really happened that fateful night...

*****

Sarah didn’t mention Edie again until we were finishing dessert, picking at a shared flourless chocolate cake. “It’s crazy to think about how much has happened in ten years,” she announced. “I was so glad to hear you wanted to get together. I thought about reaching out a few times over the years, but I just wasn’t sure after . . . I mean, after how everything went down after Edie.”

“That’s exactly how I felt, to be honest,” I said. “I know I just sort of . . . went MIA afterward. I mean, I guess we were all just grieving in our own way. We were so young. None of us were equipped to deal with it.” She nodded and looked away, and I realized she wanted me to go on. “I always thought you had it worse than anyone, Sarah. Worse than everyone. I mean, you found her. God, I haven’t thought about this in so long.”

I’d done my crying and then I’d let Edie go, tucking the whole ordeal away so that it couldn’t taint what came before. So I was surprised by how quickly the night came back to me now that I’d called it up. Now that Sarah was sitting across from me and talking about August 21, 2009, in dark, tenebrous terms.

It had been a Friday. A band had been rattling the windows in an apartment two floors up from Edie’s place, and a bunch of us were standing around at the concert, drunk or pretending to be. The guitars and bass were so loud, I could feel the vibrations in my collarbone. I remember registering with a flapping concern that I was too drunk, then scurrying out to the street, where a random girl had helped me hail a taxi home. Edie hadn’t been at the con- cert with us; Edie had been home alone, two floors down, crafting a brief suicide note and then pulling out the gun. Her time of death, we later learned, was while we were watching the band, their meandering chords cloaking the single gunshot. The rest I knew from my friends’ accounts, repeated so many times that I could see it: midnight, pitch black, Sarah hobbles into the apartment and flicks on the overhead lights, trying not to make too much noise in case Edie’s already asleep. Her screams had rattled the whole building, shrill and sharp and with that beelike whine hovering descant just above her cries.

“I know, it was awful.” She listed forward and I suddenly realized Sarah was  drunk.

“You moved back home, right?” 

“Yeah, my parents were pretty worried about me. I mean, I was acting like a lunatic, going all conspiracy theorist.”

“What do you mean?”

A sheepish laugh. “You remember. I guess I just didn’t want to believe my best friend could do that. She trusted me more than anyone, and I didn’t like feeling like I’d failed her.”

I sat up straighter. Her best friend? Who was she kidding? “I don’t know what you’re talking about,” I said.

“You don’t remember?” she continued. “I was running around insisting that Edie hadn’t actually killed herself, that it must have been an accident or foul play or something. I know, it’s ridiculous.” 

“Oh, wow, I didn’t realize that.” Sarah’s flair for melodrama resurfaced in my memory like something emerging from the mist. “What made you think it wasn’t a suicide?”

“Oh my god, it was all stupid little things, in retrospect. There was the fact that I found her in her underwear—she was always so perfectly put-together, so that seemed weird.”

Right, but it was circumstantial. When we’d talked it out in those first shaken weeks, it had also seemed plausible that she wouldn’t have wanted to ruin any of the beautiful pieces in her closet; Edie had treated them like precious artifacts.

“And the gun stuff didn’t make sense to me: She was left-handed, but the gun was in her right hand, and the wound was on the right side of her face. Until a forensic expert explained to me that if she used two hands, she could’ve wound up slightly off- center and just, like, crumpled to either side.”

Jesus. She’d talked to a forensic expert? I watched as she slurped the last of her fourth martini.

“But I learned enough about criminology to figure out that there are a few loose ends in any investigation. Because that’s how life is.”

“. . . Unraveling,” I supplied.

She smiled. “But yeah, my parents found me an awesome therapist, and she helped me face the facts. I guess we all turned out okay.”

“We did. And you shouldn’t feel bad about dealing with it however you needed to deal with it. We were all so immature and maybe didn’t know how to . . . ask for help.”

“You mean like Edie.”

I’d been thinking of myself, but sure, Edie, too. What with the debt and the depression and the suicide note on her laptop. The gun pressed against her temple.

“That was some heavy shit,” I said.

She poked at her cocktail napkin. “It’s still hard for me to believe sometimes. Like, we were at the top of our game. We were having the time of our lives.”

“I know what you mean,” I said. “Everyone glorifies their twenties, I guess, but for me that period was . . . It meant a lot.” I swallowed hard. “And then it ended. It’s nuts. Literally, we were dancing around to some stupid band just a few floors up while Edie was . . .”

Sarah narrowed her eyes. “Well, you weren’t.” 

“What?”

“You weren’t at the concert.”

Adapted from THE LOST NIGHT: A Novel Copyright © 2019 by Andrea Bartz. To be published by Crown Publishers, an imprint of Penguin Random House, on February 26, 2019. 

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Money Matters: Daina Trout, CEO of Health-Ade Kombucha

You asked for more content around business finances, so we’re delivering! Welcome to the first installment of Money Matters, our newest series dedicated to giving you an inside look at the pocketbooks of some of your favorite CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on offices spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.

Our first Money Matters guest is Daina Trout, CEO and co-founder of Health-Ade Kombucha. Daina is a huge advocate for being forward when talking numbers, so she’s an ideal woman to kick off the series. Below, she shares her financial story.

Where do you think is the most important area for a business owner to focus their financial energy?

First, you want to focus on growth; second, on profitability. On growth: It is very tough to get your company off the ground and to a place of increasing revenues from scratch, and it’s going to take every piece of your being to get it there (so you can’t be distracted by much else). Also, my experience has been that momentum is a real thing. The faster your company grows today, the faster it will grow tomorrow (at least in the beginning). It’s all hands on deck, full pedal-to-the-metal speed.

On profitability: You don’t want to wait too long for this, else you will be constantly raising money and diluting yourself, feeling like you’re in a never-ending rat race. But at the same time, nobody cares about a profitable business that isn’t growing, so you don’t want this to be your first #1 priority (unless you have one of those rare businesses that can do both from the start). You want to be an owner of a company that is growing and tightening at the same time. It’s important to strive for that balance.

“You want to be an owner of a company that is growing and tightening at the same time. It’s important to strive for that balance.”

What was your first big expense as a business owner?

Two things: People and manufacturing equipment. People do the work so you have to invest here to have a good business. I often wonder, though, if co-packing is better than manufacturing in-house. The capital intensity of owning your own manufacturing is seriously something to consider.

How did you decide what to pay yourself?

I talk about this all the time to fellow founders—it’s a major issue. And I think most are underpaying themselves. In the very beginning, this is hard, because you don’t usually have investment or profits, so you’re last on the list (we paid ourselves a meer $300 a month in the beginning, which covered basically nothing). Once you get investment or profits, though, it’s important to re-look at your compensation and your role. Think about what it would cost for the business to hire for this role in the marketplace. An experienced CEO in LA makes $250K+ on average. This probably doesn’t make sense for a business that has just received its first round of funding, and you hopefully have a ton of upside in equity, so you want to consider that. Also, you probably aren’t as experienced yet, so your salary would be below average. That said, I don’t think $30K makes sense either. Be careful not to be a sacrificial lamb for your company here. A sensible pay that considers your job requirements, your value, and your equity situation should be budgeted for the business. Each year, you should re-calibrate until you get to the average or your goal at a reasonable time.

“Be careful not to be a sacrificial lamb for your company. A sensible salary that considers your job requirements, your value, and your equity situation should be budgeted for the business.”

How did you decide what to pay employees?

In the beginning, you’re always looking for the “unicorns”: the people out there without the experience, but with ALL the talent and drive to be great. This can work in the beginning—it’s certainly cheaper to do it like this. The problem is, you’re constantly going to need more out of them, and they are going to constantly have to rise with the tide in fast growth. You will likely find in one year that it just doesn't work anymore. Rarely, our “unicorns” have made it all the way in seven years, but I can only think of a few who have. Just think about that when you hire these so-called unicorns: it’s likely a short-term cheap gain for a longer term termination and re-hire. At the end of the day, my opinion is you will get the best value from hiring a person that could easily do the job one to two years from now. But you have to pay those people what they’re worth, AKA market value. The one thing you do have is equity, and you can reduce someone’s salary in exchange for that. But at this point, everyone in my company makes market pay or higher, regardless of their equity status. The equity-exchange-for-lower-salary thing only kind of works in the beginning.

What are your top three largest expenses every month?

#1 People. #2. People. #3 Raw ingredients. Did I mention people?

How much do you spend on office space?

Strictly office space is about $10K for every 30 people. But also consider the cost of building out the space. You might be surprised to know that cubicles are $1000K+ per desk, and design is not cheap. Of course, your number could go up or down if you’re super scrappy or need something fancy, but this is the average spend.

How much do you spend on employee salaries?

Salaries right now are about 60% of our total expenses. We do a lot of things in-house, though, so this number could swing 30% down (total expenses here would likely go up) if we choose to outsource more.

How much are you saving? When did you start being able to save some of your income?

We will hit profitability this year, in our seventh year in business. For the beverage industry, it’s pretty typical to take five to 10 years before hitting profits. It will often be on the longer side if you manufacture. This is something to consider—in this industry, you will need cash solutions for five to 10 years to keep your business running.

What apps or software are you using for finances? How did you decide when to hire a financial advisor (if you have one)?

We started with just QuickBooks and Square, but now we use a ton of additional tools to help us, especially for manufacturing, such as Domo and Fishbowl.

“Money to a business is like air to humans. It’s not the reason
you exist, but you literally can’t live without it.
There is no shame in wanting money.”

Do you wish you’d done anything differently in your financial journey as a business owner?

The ONE ABSOLUTE THING I would do differently is hire out financial support earlier than I did. Now that I have my CFO, I literally wouldn’t start another business without him (or someone like him). He’s been critical in helping me build a strong business.

Why should women talk about money?

Women should talk about money all the time and every day. Money to a business is like air to humans. It’s not the reason you exist, but you literally can’t live without it. There is no shame in wanting money. Money gives you freedom to live the life you want. You can make more of an impact on the world. You deserve to live the life you want, right? If you agree, it’s time to start figuring out how you get the money to live the life you want. The same goes for your business, by the way: figure out how much money it needs to make in order to hit its goals. Once you define the life you want, and the money you need, you have a defined gap to work on: the now versus the desired. It’s a heck of a lot easier to get to your desired state if you know how far you have to go.

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These Workspace Cofounders Share the Problem With Saying Women Can "Have It All”

June Diane Raphael and Jess Zaino want to make coming back from maternity leave easier for new moms. The actor-producer duo, mothers themselves, found themselves constantly apologizing for their own motherhood—so they decided to do something about it. Enter The Jane Club, a Los Angeles-based coworking space where working and mothering go hand in hand. Beyond a (staggeringly beautiful) workspace, the club also offers full-time childcare and amenities like gym space, car washes, and wellness exams.

Below, June and Jess talk about what inspired the club and the best advice they’ve ever received.

What inspired The Jane Club? What did you see missing from the market?

We were both apologizing for being mothers at work and apologizing for working outside of the home when we were with our kids. There was no single place where you could pursue ALL of your success: the success of your professional dreams and the success of your motherhood. We were incredibly wary of the conversations around “having it all” and wanted to create a space that actually built the walls to do that.

Tell us a little about the club itself. What unique problems does the club solve for working moms?

We call The Jane Club the “mother of all workspaces” because women come here to work, yes, but they can also have their children taken care of at The Nest. They can work out. They can meditate. They can shop. They can learn about a topic they didn’t know about. They can get a blowout. They can get their car washed. All in our space. The reason we are constantly offering our Janes (our term for members) services to make their lives easier (from mani pedis to flu shots) is because we understand all that women are doing, all that they are taking care of in their lives. We take care of the women who are taking care of everyone else.

“We take care of the women who are taking care of everyone else. ”

We’ve gotta know—why is it called The Jane Club?

The Jane Club is inspired by Jane Addams, who paid the first month’s rent to start the first Jane Club for a group of working women in Chicago. Jane also co-founded the ACLU and was the first American woman to be awarded the Nobel Peace Prize. She is considered the “mother of social work.” We also love having women’s names on buildings.

What brought you two together as business partners? What do you think each other brings to the table that makes for a great partnership?

We met at a women’s progressive political group after the 2016 election and were both in need of what The Jane Club offered. When Jess came to June with the idea, it was a no-brainer. From there, we pulled together an incredible team of women, including our Co-CEOs Zoe Regan and Dori Howard, to launch the business.

We are very different people and have different ways of looking at things. As challenging as that can be, it’s also our greatest asset as partners. We are not afraid to have difficult conversations and “go there” with each other.

Can women really “have it all?” Is that a myth?

We believe this phrase has been launched at women without any infrastructure in place to actually support them “having it all”—and it’s had damaging results. The Jane Club is interested in creating real support for women in their real lives and honoring all the work that they do. Can you imagine a world in which taking care of our children, elderly parents, and ourselves was valued?

What advice would you give to new moms who are facing the same pressure you faced when returning to work?

First, we would ask if their employer would consider having them work out of The Jane Club for their first year back at work. They can have their infants with us at The Nest and breastfeed in any area of The Jane Club.

If that’s not possible, our advice would be to reach out to their village for help—to be honest about what they need.

“We need to rewrite the rules between women and work.
The Jane Club is doing just that.”

What are the common challenges you've seen among female business owners and entrepreneurs?

Fundraising is more challenging for women than men, and proper funding is vital to the early stage of a business. Our incubator space was financed entirely by women who believed in our mission, and we are so proud of that.

We’ve had investors ask our team if our children were going to be OK with us working so hard at building our business. This comment is, of course, particularly infuriating, as men would never be asked the same question. But it’s also reinforced our belief that we need to rewrite the rules between women and work and change the conversation. The Jane Club is doing just that.

What’s the best “real talk” advice you’ve each received?

Jess: Ask for everything.

June: I received the best advice from my girlfriends after giving birth and heading back into the workforce. They told me that I would feel like I was failing all the time, and that if I took care of myself first, my children would do better.

What’s next for The Jane Club?

We have already outgrown our incubator space and are opening up our first official location in the spring of 2019 in LA. We know that the problems we are solving for women are not specific to Los Angeles, and we have plans to bring the Jane mission across the country.

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Solopreneur Tax Tips: The C Corp Entrepreneur

Filing taxes when you’re an employee is hard enough. But what happens when you strike out on your own? There’s a big difference between business structures—whether you’re operating as a sole proprietorship, LLC, or S corp, there are different planning and filing processes for each. Today, we’re diving into how to handle taxes when you’ve chosen one of the lesser-known structures: a C corporation.

Above, entrepreneur Natalie Elizabeth Ellis, founder of BossBabe—sits down with Lisa Greene-Lewis, TurboTax CPA, to learn how TurboTax Self-Employed can help her stay on top of her C-corp tax obligations throughout the year. Read on to learn a little more about Natalie and see how TurboTax can help you prepare and file taxes confidently. Plus, we're gifting 30 readers with a FREE TurboTax Live Self-Employed product code (valued at $169.99) below—so you can file for free this season!

Tell us a little about your company, BossBabe.

BossBabe is one of the largest and fastest growing online communities of ambitious women in the world. Our mission is to connect, inspire and teach ambitious women how to create their own versions of success. We aim to help 1 million women create $1billion in revenue.

What’s been your biggest challenge in getting BossBabe off the ground? What’s been your proudest moment?

I feel like my proudest moments come in waves every day - whether that's seeing that we've been able to help a woman generate over $500,000, or quit their full-time job to work on their business, or even crack 10K followers on Instagram. I see all those wins as big wins and the real "why" behind what we do. It's also been incredible to be featured in Forbes, Entrepreneur and Business Insider alongside other incredible entrepreneurs who are driven by big missions.

I'd say my biggest challenge with BossBabe was being able to respond to how quickly we scaled. From finding team, to setting up the right systems, it was such a struggle to do it as quickly as we needed to.

Our C&C readers agree—scaling up can be scary! Thankfully for Natalie and the rest of our community, TurboTax Self-Employed comes with a free year of of QuickBooks, so you can spend less time on the logistics of tracking expenses and more time focusing on the growth of your booming business.

What advice would you give to would-be side hustlers who don’t know where to start in getting their business off the ground?

Stop thinking, start doing. Make sure that you're setting aside time every single day to DO something and are actively moving the needle towards where you want to go. Too often we can be paralyzed by decisions, fear and unknown. I believe that clarity often comes from doing and learning, so I always push my clients to DO very quickly.

What are you most excited about for your business in 2019?

In 2019, I'm so excited for all of the new products we're launching. We'll soon have a podcast and we're also creating a product to help other entrepreneurs grow their community online in the way we did (we have over 1M women in our community!). I'm also just really excited to continue supporting the women inside our membership and mastermind products grow their own businesses so that they can inspire and support people in THEIR audiences. We really value the idea of being multiplyers.

Want more tips for tax time? Check out our guides for side hustlers and freelancers! or Or you can dive into TurboTax Self-Employed here—and enter to win a free TurboTax Live Self-Employed code below!

Our friends at TurboTax were nice enough to share a giveaway with Create & Cultivate readers so you can file your taxes for FREE this season!

30 readers will receive a FREE TurboTax Live Self-Employed product code (valued at $169.99). Simply fill out the form below to enter to win. The winner will be chosen randomly and contacted via email. Good luck!

This post is sponsored by TurboTax.

Why This Entrepreneur Chose Bootstrapping Over VC Funding After Working in Tech

Funding announcements get a significant amount of fanfare, but profitability and being cash-flow positive does not. Like it or not, venture capital is borrowed money and it must be repaid - with interest. Raising venture funding is glorified with big events but are there alternatives to VC funding?

After working as a marketing executive in startups, green technology and cloud hosting, Naly Rice started LN Creative Group (LNCG), a technology marketing company, after growing frustrated with the lack of technical expertise in marketing agencies and seeing new trends within the marketing industry. Naly chose to bootstrap her business instead of seek VC funding which helped her business become cash-flow positive within a couple years and avoid the often ignored side effects of VC investment.

You went from working in tech to owning your own tech marketing agency. How did you make the leap from tech employee to agency owner?

I worked as head of marketing for a couple technology companies and became increasingly frustrated with marketing agencies that didn’t truly understand technology, software, and brand experience. As a marketing executive, there always seemed to be a lack of partnership with marketing agencies. They saw the company as simply a one project client or a singular campaign when we really needed a true partner. The role of the CMO and the marketing department was also rapidly changing, and I saw my opportunity to get into the market.

I wanted to build a marketing agency with an “as-a-service” business model and technology at the core of everything we did. Working in technology made me realize how much better “off-site IT” was. It not only saved money, it actually helped some companies accelerate their growth. I wanted to recreate that model using marketing. I started doing research and when I read that Forbes declared “Marketing-as-a-Service” as the future of marketing, I knew I was on to something.

I started the company in 2013 and didn’t quit my full-time job until 2015 to ensure that I didn’t put myself in a risky situation. Even after I quit my job, I continued to work part-time and freelance to help pay the bills while I was getting the business off the ground.

What is bootstrapping and why did you choose that over VC funding?

Bootstrapping is when you start a business using your own capital with minimal or no outside investment. It allows you to maintain control of your business with discipline when it comes to spending.

When I worked in technology, I saw a lot of companies receive VC funding only for the businesses to quietly crumble a couple years later. I also saw small humble startups find alternative routes for funding and grow their businesses one customer at a time.

I chose bootstrapping because I wanted full ownership of the company, how quickly it would grow, and have time to iterate our business model without pressure from VCs to turn a quick profit. My service-based business also wasn’t a good fit for VC funding.

I saved every penny, reinvested income from the business, and was as lean and cautious as possible when it came to spending. I decided not to take any investments from family and friends, instead using my own savings and 401K. In the end, bootstrapping was the best decision I ever made for my business.

“The great majority of successful businesses start out small and carefully scale over time to become profitable companies, whereas venture funding is about high-risks, high-returns, and aiming for an IPO.”

What should women entrepreneurs know about venture funding?

Some entrepreneurs think they "made it" if they finally get funding. Little do they know, it's the start of a new partnership - with interest. It’s not free money and if you’re not successful the VCs can come and liquidate your company to recoup the funds. Venture funding isn’t a guarantee of success, and its side effects can sometimes sabotage your business.

Selecting the right venture partner, understanding the VC funding lifecycle/funnel, figuring out your exit strategy, and asking only for what you need are all critical things to consider if you’re seeking VC funding.

Also, a very small percentage of startups actually get funded - less than 1%. It doesn’t mean you should give up on your business idea. The great majority of successful businesses start out small and carefully scale over time to become profitable companies, whereas venture funding is about high-risks, high-returns, and aiming for an IPO.

“VC funding can’t replace a great product or
service that people willingly buy on their own. ”

What advice would you give to aspiring entrepreneurs?

Be scrappy, test your product, and get one (preferably more) paying customers before you quit your job or seek funding. Whether you get VC funding or not, it still can't replace a great product or service that people willingly buy on their own. If you find that you can’t make one genuine sale, it’s time to rethink your approach, reframe the target market, and/or evaluate the business as a whole.

Additionally, have patience and schedule in “me time.” Burning out is real and harms you and your business. Self-care is exceptionally important when you’re starting a business so work hard, but also don’t forget to do you.

LN Creative Group is a technology marketing agency. Can you explain exactly what makes your agency different from other marketing or advertising agencies?

We believe that the future of marketing is in Marketing-as-a-Service (MaaS). The marketing department, and the role of CMO, has changed so much. Go to any company and the head of marketing’s job will be wildly different. Unlike traditional marketing agencies, we’re more like an off-site marketing department that knows the company and is indistinguishably aligned with our clients’ goals without the cost, time, and training needed to hire a full-time staff.

What are you most excited about in 2019?

Launching my podcast #MarTechTalk, speaking at more women entrepreneur events, and moving into a new home with my husband, Chris, and our dog, Taco.

Naly Rice is the CEO of LNCG, a tech branding, marketing & design agency.

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This Photographer Shares How She Sets a Fair Rate

You’ve seen the gorgeous photography from our #createcultivate100 list. Now, meet Annie McElwain, the woman behind the camera. Below, Annie shares her process for setting her rate, her dream client, and advice for young creatives.

How did you get into photography?

I used to be an actress and started photography as a hobby in my early 20s. I had no previous artistic background and never intended it as a career—I actually was a lot more academic in nature than artistic. However, there was something in me that has always wanted to tell stories of and share the beauty in the human experience.

What’s the most rewarding part of being a photographer?

Photos (especially portraits) often become more valuable, more cherished over time. The sentimental side of me finds this greatly rewarding.

In a dream world, who would you like to shoot?

The first female president.

What advice would you give to young artists and designers who are struggling to support themselves with their work?

It helps me to remember that without the struggle, we really wouldn’t appreciate it once we got wherever it is we want to go.

Where does your passion/drive come from?

It’s hard to say. I think everyone has drive once they find what they are passionate about. And sometimes finding this takes a lot of self exploration first.

“I do my best to live in a world where ‘likes’ don’t matter and real relationships are always more valuable than follower counts. ”

What keeps you up at night?

It varies between my ongoing to-do list, finances, and thinking about the next earthquake.

What advice do you have on knowing how to set a fair rate?

First, don’t compare yourself to what other people are charging, find what works for you in your life.

My basic approach to setting a fair rate comes from how much money I need to bring in each month and how many shoots I can handle each month. This gives a general idea of how much to charge for a shoot, though it’s not a perfect formula of course. Basically, I try to really understand the scope of the project before I send over a quote. With enough experience, I’ve come to really understand what my time is worth.

In a world where likes and follower counts are so coveted, how do you stay authentic and true to yourself/your brand?

I do my best to live in a world where likes don’t matter in the grand scheme of things and real relationships are always more valuable than follower counts.

What do you enjoy doing outside of work? How do your hobbies influence your art?

Yoga keeps me balanced, surfing reminds me to let go of control and to be present. Long walks and hikes allow my mind to wander freely. I escape with music. Travel, dinner with friends, podcasts— expand my horizons.

What’s the best piece of advice you’ve ever been given?

If you always do your best, you will never regret anything.

When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?

I think just knowing that you WILL hit bumps and hurdles in your career makes it a bit easier to deal with them when they come. I find peace in knowing that things like this are relatively cyclical and most artists careers have peaks and valleys. I had a business coach once who really helped me with the idea of failing. She taught me that we only really learn when we fail, not when we succeed. So while it can be humbling, making mistakes or trying things out that don’t work are what make us better.

What are you most excited for in 2019?

I’m really excited to experiment more creatively and collaborate more with other artists this year.

Solopreneur Tax Tips: The Freelancer

Making your own schedule, choosing your clients, and sweet, sweet freedom—these are just a few of the many perks of freelancing. But with that freedom comes great responsibility…including being on the hook for filing self-employment taxes. Above, content creator Grasie Mercedes—who splits her time between acting, writing, directing, and blogging—sits down with Lisa Greene-Lewis, TurboTax CPA, to learn how TurboTax Self-Employed can help freelancers stay on top of their tax obligations throughout the year. Read on to learn a little more about Grasie and see how TurboTax can help you find deductions, file confidently, and keep more of your hard-earned money in your pocket. Plus, we're gifting 30 readers with a FREE TurboTax Live Self-Employed product code (valued at $169.99) below—so you can file for free this season!

To quote your Instagram bio, you “do a lot.” You’re an actor, writer, director, and blogger—what do you like most about working on so many different projects?

I love to keep busy and I love everything entertainment, so for me, it just makes sense. Now, more than ever, actors "do it all": they direct episodes of the shows they're on, they create their own series, and they continue to act in everything from commercials to TV to major motion pictures. I think it's wonderful and exciting! Blogging is something I started over eight years ago as a creative outlet to supplement my then-styling career, which was supplementing my acting endeavors. From there, I turned it into a brand/business that I can have forever (or as long as I want)! Having so many things to work on and work toward is so special to me...I never get bored "working" and that's a dream. I'm so grateful to be able to do what I love, every single day. 

What’s your biggest challenge in having so many different business ventures on your plate? The biggest reward?

The biggest challenge is when the various ventures start to interfere with one another. Acting is a crazy business with an unpredictable schedule so there have been plenty of times where I have to miss an event, trip or opportunity because I have to be in town for pilot season or for a callback, etc. When that happens, I just have to weigh my options and then deal with serious FOMO when I see what I missed on social media. The biggest reward is hitting new goals in any given venture. I just signed with an amazing talent agent for writing, I'm developing my first pilot with a great production company, and my first film is still getting accepted into major film festivals! Those are all huge wins for my writing and directing careers, which I started less than two years ago! 

We polled our C&C community and found that many freelancers share the same concerns as Grasie—conflicting schedules and deadlines can make solopreneurship difficult. Luckily TurboTax Self-Employed makes it easy for freelancers to track and file quarterly estimated payments, so you can focus your efforts on your work and your clients.

What advice would you give to someone who wants to go freelance but is worried about how they’ll make a stable living?

This is a tough question. I think you have to weigh your options and responsibilities. When I decided to quit my day job and move to LA to be an actress/creative, I was in my late 20s with zero obligations. It was easy to just go for it because it was just me. No kids, no mortgage...not even a pet! If you have that freedom, then just GO FOR IT full throttle! Do whatever it takes to pay the bills (legal things only, of course). Wait tables, get a temp job, be a barista...all the while, make sure you are working on your creative endeavor daily. If you're responsible for more than just yourself, I would say keep your day job as long as possible, save money where you can and again work on your creative endeavor daily until it's bringing you enough money to quit your day job. The only difference between these paths are that the first one usually gives you more time and freedom to pursue your dream. But regardless of which path you take, the most important thing is to WORK HARD and WORK EVERY DAY on whatever it is that you want to be doing! Dreams are wonderful, but they only come true if you work your ass off. 

What are you most excited about for your business in 2019?

Excited to revamp my blog and to work as a writer and director more! Acting will always be "my first born" and something I'll never stop doing, but creating my own work (TV shows/films) is my number one priority at the moment. 

Want more tips for tax time? Check out our guides for side hustlers and C corp entrepreneurs! or Or you can dive into TurboTax Self-Employed here—and enter to win a free TurboTax Live Self-Employed code below!

Our friends at TurboTax were nice enough to share a giveaway with Create & Cultivate readers so you can file your taxes for FREE this season!

30 readers will receive a FREE TurboTax Live Self-Employed product code (valued at $169.99). Simply fill out the form below to enter to win. The winner will be chosen randomly and contacted via email. Good luck!

Not quite a full-time freelancer?

If you’ve got a side hustle and need help with filing taxes, be sure to check out last week’s guide. Stay tuned for next week’s post for more solopreneur tax tips—and enter to win a free TurboTax Live Self-Employed code below!

This post is sponsored by TurboTax.

Day in the Life: Rachel Krupa of The Goods Mart & Krupa Consulting

Welcome to the first installment of our new monthly series, Day in the Life! Through this Q&A series, you’ll get an inside look at the day-to-day lives of some of the most inspiring women in business.

To kick things off, we sat down with Rachel Krupa, a true force of change in the health food and wellness industry. At her PR agency, Krupa Consulting, Rachel promotes food and wellness brands through press, social, and events. Her newest venture, a “healthy convenience store” called The Goods Mart, puts her knowledge of that same space to work through what The New York Times calls “A 7-Eleven for all you organic people.” Read on to hear Rachel’s take on routines, self care, and the best snacks at her shop right now.

Are you a night owl or a morning person? When do you do your most important work and why?

Honestly, I’m both… I love getting up early and hammering through emails or taking calls before 9am, and then I get my second wind at 5 or 6pm. I love the quiet, calm feeling in the mornings and the energy that the just post-dusk evening brings. I live for the the sunrise and fall peaks of each day.

What time do you get up? What’s the first thing you do upon waking?

I wake up around 5:45-6:30am – it just depends on my day! But every day, I wake up and roll right into a workout class – Pilates or yoga!

What does your morning, pre-work routine look like?

I like to have a structured morning…wake, workout, and after the workout, I mediate when I get home, drink a liter of water, listen to music, dry brush, oil pull (while showering), take my Chinese herbs, collagen, and sprinkle on some essential oils with quick glance at emails to see what’s coming in…I try to swing by the store before heading into the office if I don’t have a meeting.

What’s your commute like? Do you listen to music, podcasts, or audiobooks? Any current faves?

During my commute, I’m either listening to music or rolling calls. I keep it simple — KISS FM, or still listen to Pandora (so old school ☺). Right now I’m obsessed with the “Dreamy Snowy Day” channel.

You own a consulting business and also run The Goods Mart. What’s the best and worst part of running two very different businesses?

Crazy enough, my two business actually compliment each other. Krupa Consulting is a PR agency focusing on food and wellness. We work with incredible restaurants (Shake Shack, Milk Bar, maman, Hanoi House, Monty’s Good Burger, byChloe), the tastiest CPG brands (MatchaBar, McConnell’s Ice Cream, Vital Farms, Good Catch, This Bar Saves Lives), and the best wellness brands (goop Wellness, Clean Market, WTHN, Fleur Marche). Our goal is to build media and consumer awareness and we often discuss how to drive more traffic to their stores, studios, and sites by sharing the cool things they are doing.

With The Goods Mart, I’m pretty much doing the same thing but it’s my own brand.

I’m never not learning something! I’m able to see what consumers are talking about in the store and share it with our brands. It’s FUN to get real time feedback from real customers!

The worst part - I wish there was more time in the day to get more done! And juggling two inboxes can get a little crazy at times.

What are some exciting projects you’re working on this month?

Last week, I was at Fancy Food in San Francisco, a very large specialty food and beverage show where we got to see and taste the new products and trends in food. We had a handful of clients exhibiting, and then I walked the show to find cool new products to bring into The Goods. Also this week, Monty’s Good Burger just launched the Impossible Burger 2.0, we’re doing desk sides with Fleur Marche in New York, and I looked at a few new spaces to potentially open another store!!!

We just signed a few new clients, Kiito (an incredible plant-based protein drink) and Juneshine (a hard Kombucha), so this week we’re in planning mode with them. It’s our time to get really creative and present our ideas. We’re also doing a farm visit with our client Roam, a female-centric cannabis vape company. I love how transparent our clients are and how they welcome us to see all parts of their business. I’m jumping on a red eye on Wednesday (I’m not excited about that), but on Thursday, I’m speaking on a panel. The Goods Mart will be curating all the snacks for the event and we’re bringing in our slushie machine! I’m excited for the event guests to try our kombucha slushies!

Do you ever reach inbox zero? How do you handle the constant influx of inquiries and communication entrepreneurs are so familiar with?

In my dreams, my inbox would be at zero! Earlier in my career, I couldn’t sleep if I had unread emails, but boy, times have changed. Now, I actually mark emails as unread if I need to keep them on my radar.

I also believe email is not always the best method of communication. Slack has been a lifesaver for internal communication for both Krupa Consulting and The Goods Mart. It helps to streamline communication and greatly reduced office chit chat!

What product are you currently most excited about selling at TGM? Why?

It’s really had to narrow them down!

Rind – it’s a local Brooklyn brand that dries fruit with the skins on. The persimmons and kiwis are ridiculously good.

We just brought in a new spice soda called Dona – the pink peppercorn lemon is so refreshing!

I’m also a fan of Laiki (they taste like a Bugle, but with only 3 ingredients) — we’re the first to carry their new Vegan Cheese flavor.

Little Secret Wafers (hello, better-for-you Kit Kat)!

Delish Fish — they taste like a Swedish fish but without all of the artificialness)

Dang Sticky Rice Cakes — I just polished off a bag.

…and last but not least.. our pineapple kombucha slushies!

What are some work habits that help you stay healthy, productive, and on track to reach your goals?

At our office and in the store, I believe you need to create a mood to be more productive and keep energies high – it’s about the smells, the music and the energy of the work environment.

We always have aromatherapy on (or burn incense). In the office, we alternate playlists to coordinate how people are feeling, while in the store, we have some really rad playlists created depending on the time of day.

At Krupa Consulting, we try to step away from our computers during lunch so we’re not eating and working. Each team meets on Mondays to discuss the goals for the week for our clients and then meets again on Thursday or Friday to discuss how the week went. It keeps the communication flowing!

And I’m a believer in getting out of the office during the day to walk around and clear your mind. Every day at 4pm, I walk to get a matcha. It’s my time to clear my mind so I can finish the day strong. It’s also important to add small hints of wellness into your day – rub on a dab of essential oil, think about breathing, talk about something really random to make yourself and other laugh. We all work REALLY hard, but you need to break it up, even if it’s for a minute.

Any favorite apps you use regularly?

Top used apps currently are: Slack, Dropbox, Delta, Square, Instagram, Insight Timer, and Sleep Cycle.

What are you reading/watching right now?

I need to read more books… I have Howard Schultz “Pour Your Heart Into It” on my nightstand.

Before I go to bed, I need to watch an easy show it helps transfer my mind away from emails. My guilty pleasures are The Magnificent Mrs. Maisel, New Amsterdam, and You.

How do you spend an average evening?

An average night is spent doing more emails from home. I turn the lights low, blare some tunes, and spend some quality time with my inbox. But at least two nights a week, I make plans with friends/clients to have dinner and catch-up sessions.

I’ll also toss in, weekends are very much a time for self-care. I regularly get massages, acupuncture, and IV drips. I need to give my body some TLC because I know I push it hard.

When do you go to bed? What’s your “optimal” # of sleep hours?

I tried to be in bed by 11pm, but normally it’s closer to midnight! I aim for at least seven hours a night, but I feel good as long as I have more than six hours.

What’s the most rewarding part of your day?

Going to work! I love what I do and the people I get to work with daily. The teams at both Krupa Consulting and The Goods Mart are stellar; they put their heart and soul into it. I’m inspired by them daily. We also get to work with so many outstanding brands.

At The Goods Mart, we’re able to introduce new, better options to our customers and have them leave with smiles on their faces. Shopping can be FUN!

Solopreneur Tax Tips: The Side Hustler

The side hustle economy is real—37 percent of the workforce has a side hustle (and more than half of the Create & Cultivate staff has one!).

Having a side gig is exciting—you’re about to make more money, after all! But what you might not be prepared for is tax time. Above, our very own C&C employee Tyeal Howell—who moonlights as a podcast host at Bosshood—sits down with Lisa Greene-Lewis, TurboTax CPA, to learn how TurboTax Self-Employed can help side hustlers run their business more efficiently in preparation for April 15. Read on to learn a little more about Tyeal and see how you, too, can use TurboTax to file with confidence. Plus, we're gifting 30 readers with a FREE TurboTax Live Self-Employed product code (valued at $169.99) below—so you can file for free this season!

Tell us a little about your podcast, Bosshood. What inspired you to start the pod?

My best friend Ryan and I launched our podcast Bosshood to give young professionals and aspiring entrepreneurs access to people, resources, and information on accomplishing their career goals and working their way into the positions they aspire to be in. When we were graduating from college back in Ohio, we didn’t have the connections or resources we really needed to launch our careers in New York City and Los Angeles, so we created them ourselves and finessed the glow up. Bosshood is a fresh spin on adulting for millennials who obsess over professional development books, love coffee, and hangout at rooftop parties in cool cities.

What’s your biggest challenge in having a side hustle? The biggest reward?

The biggest challenge is definitely time management. After spending Monday through Friday 9-6 looking at my phone and my computer while sitting at my desk for my day job, the very last thing I want to do is more work. The biggest reward comes after that extra work is done for Bosshood and people text and DM us about how inspiring and encouraging it was for them to hear our stories. It’s even cooler when we travel and people come up to us like, “I loved your podcast interview with Johnathan Jackson on Bosshood! I was inspired and encouraged."

Tyeal’s not alone—we’ve heard from our C&C community that time management is a common problem for many side hustlers. The great thing about TurboTax Self-Employed is that it uncovers industry-specific deductions personalized to your line of work, so come tax time you won’t be racking your brain to think them up yourself. Your purchase also comes with a free year of of QuickBooks, which makes expense tracking effortless—so you have more time to focus on actually building and growing your business.

What advice would you give to would-be side hustlers who don’t know where to start in getting their business off the ground while working at a 9-to-5?

I’d say dedicate one of your weekend days where you’re completely free of work obligations to just brainstorm. Sit at a cafe, write out all of your ideas, and just envision what you want those side hustle dreams to manifest into. Then find someone to hold you accountable for the next steps. Start by starting! And read WorkParty the book!

What are you most excited about for your business in 2019?

I’m most excited to continue learning new things, failing at things, adjusting my strategies, and producing the content. Season 2 of Bosshood will be coming soon and you can subscribe now on iTunes or listen on Soundcloud! Boss up!

Want more tips for tax time? Check out our guides for full-time freelancers and C corp entrepreneurs! or Or you can dive into TurboTax Self-Employed here—and enter to win a free TurboTax Live Self-Employed code below!

Our friends at TurboTax were nice enough to share a giveaway with Create & Cultivate readers so you can file your taxes for FREE this season!

30 readers will receive a FREE TurboTax Live Self-Employed product code (valued at $169.99). Simply fill out the form below to enter to win. The winner will be chosen randomly and contacted via email. Good luck!

This post is sponsored by TurboTax.

5 Entrepreneurs & Execs Share How Technology Has Changed Their Careers

From social media to emails, podcasts to presentations—technology affects every facet of our lives at work. And it’s changing every day. 

We wanted to know how some of our favorite technology leaders and entrepreneurs are using technology to build brands and products, as well as how the women behind that technology made it happen, so we teamed up with our friends at Dell last week to host the #DellExperience Power Players pop-up chat at CES. We loved listening to Alicia Quarles chat with Rachel Tipograph, Kimberly Bryant, Rakia Reynolds, Gerri Tunnell, and Stephanie Hallford about how their careers have evolved—and how they’re shaking up the industry themselves. Below, a few of our favorite tips from the pros:  

Their best piece of business advice…

“Invest in your voice. Your ability to be a powerful orator will get you much further than any other skill.” 

- Rachel Tipograph, founder & CEO of MikMak

“Step into the unknown. As women I think we’re always trying to think 10 steps ahead and always know what’s next, but where the real growth and opportunity lies is in the unknown.”

- Kimberly Bryant, founder & CEO of Black Girls Code

“Understand that things take time. We see so much glory through social media, but more people have to tell the story behind the glory. If you understand that things that time, you compete with yourself less and less.“

- Rakia Reynolds, founder & CEO of Skai Blue Media

“Vote with your heels. If you’re at a job you don’t feel is working, walk in and be vocal, or go find a job that will reward you for being you. Too often, people stay in a place where their skills are not fully realized, and you have to know the time to either walk in and ask for change or walk out.”

- Gerri Tunnell, SVP of Marketing, Dell 

“It’s OK to say no.”

- Stephanie Hallford, VP & GM, Business Client Platforms at Intel 

On starting a new venture…

“The part that I love about my job is the part after you’ve learned a bit but you don’t know everything, and you have just enough time to think about things in a really different way from everyone else.”

- Gerri Tunnell 

“Your setbacks are a setup for a really great comeback—and everybody loves a comeback. Look at it as an opportunity to innovate and build something new.”

- Rakia Reynolds

On inclusion in the industry...

“We need to look at what it means to be a black woman, or a gender-nonconforming person, or a disabled person in technology. Where that intersectional line happens is where we see the biggest gap. We can’t solve that unless with have a broader discussion around what inclusion and diversity looks like across the spectrum.”

- Kimberly Bryant

“We all have unconscious biases, and it’s so important to understand what those are so you can come from a place of understanding and action.”

- Gerri Tunnell

“Great leaders make other leaders. I’ve had people pour into me, and I’ve gotta pour support back into others.”

- Rakia Reynolds

Dell’s new XPS 13 is thin and light with an innovative top mounted HD webcam and has up to 21 hours of battery life. The XPS 13 is a beautiful and powerful product that helps powerful women get the job done.

On the future of tech...

“I want to see a young woman that has risen through the ranks of the tech industry and is the CEO of an emerging field. I want them to be able to break the barriers so much so that there won’t be a need for a Black Girls Code in the future.”

- Kimberly Bryant

“Young women are so socially-conscious about what they do and the mark they leave on the world. In the future, these women will be in places of power and will use technology for good.”

- Kimberly Bryant

CES 2019 was a hit and we were so happy to see so many of our Create & Cultivators there. This was our first time at the event and we’re so grateful to have had the opportunity to partner with Dell, who has been a real champion of women in the tech space. Same time next year? Sounds like a great plan to us! 

This post is sponsored by Dell.

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How This CMO is Transforming the Cannabis Industry For Your Health

What happens when women and cannabis join forces? As it turns out, success. dosist, an award-winning California-based wellness brand, is proof. Their proprietary cannabis pen offers a safe, consistent dose of formulas created to promote sleep, pain relief, calmness, and more. We were thrilled to partner with the company, named Fast Company’s most innovative brand in 2018, to host a happy hour our Miami Vision Summit. Below, we chat with Anne-Marie Dacyshyn, chief marketing officer, about what women bring to the table in the wellness industry and how dosist is transforming healthcare...one dose at a time.

You joined Dosist in July. What appealed to you about the company, and what did you most look forward to?

What appealed to me about joining dosist were three key and powerful things: First, it offered me the chance to be part of a monumental global shift where this incredibly powerful and therapeutic natural resource is on a trajectory towards widely adopted legalization, which is huge from a wellness perspective. Next, I was inspired by dosist in particular in that it had already pioneered and innovated a game-changing proprietary dose control device and targeted formulations, all aimed at helping people naturally manage their health and happiness. And finally, the leadership team and brand culture led by CEO Gunner Winston was beyond inspiring, so when it all added up I knew this was a chance to make history in not only transforming the cannabis category, but also transforming how people think about healthcare, working with an incredible and talented team along the way.

Women hold more executive positions in the cannabis industry than the average U.S. business. Do you think women bring a unique perspective to the category, and how do you see female-led companies changing the future of cannabis?

To start, at dosist we are 100% focused on the wellness side of cannabis use, and in fact are building a leading modern wellness brand vs. a cannabis brand. And I believe it is that important distinction and focus on health and wellness that has attracted an influx of women into the space and into our brand in particular, as consumer history has shown us that women have often been the catalysts in helping shape and drive the new global “modern wellness” platform as they continue to seek out and demand natural alternatives to support their wellness routines. So, from there it is only logical that more women are stepping in and helping drive this initiative and conversation through key roles, to help accelerate the access to and development of more cannabis-based wellness products.

As for how this influx shapes businesses at dosist we believe the best products and brands come out of companies with a culture that fosters and promotes diversified thinking across the board. So for us that comes from building a diverse leadership team that is not just about gender diversity, but also diversity across backgrounds and experience, and it’s all of these factors that are paramount to achieving our goals.

“There is still so much misconception and stigma that exists around this amazing plant, so it is imperative for us to ensure we are always educating first and foremost about its potential as a powerful therapeutic tool.”

Dosist is run by a more diverse leadership team than the average brand. What advantages does this have, from both a marketing perspective and an internal one?

We’re certainly proud to have a female CMO, CFO and a diverse team. But we’ve never thought about it in terms of hiring quotas. At dosist we are committed to developing talent around three principles – inspiration, collaboration, and accountability. And, do you share our vision of transforming healthcare? It’s those shared values across the team, combined with our commitment to innovation in products, therapeutic formulations and consumer experiences that inspire and differentiate us in empowering consumers to naturally manage their health and happiness.

What differentiates dosist from other companies in the cannabis space?

To start, at dosist we are focused on an entirely different approach in that we are building a leading modern wellness brand which uses cannabis to provide relief from some of today’s most common ailments through science and innovation. Our products and formulas are engineered to take the guesswork out of cannabis treatment, and create consistent, safe and effective results for our consumers.

We achieve this through a few key things. The first is our proprietary and award-winning dose pen, that uses superior vaporization technology to activate the key cannabis compounds in our targeted formulas and delivers a precise 2.25 mg dose each and every time, notifying the consumer of a complete dose with a slight vibration. Dose control is imperative to effectively using cannabis as a therapeutic tool, and we are the leaders in this technology and initiative.

Next, we worked with leading cannabis scientists to engineer our six targeted formulas:

Bliss, Sleep, Calm, Relief, Arouse and Passion, to deliver optimal health benefits without the sometimes overwhelming effects of THC. From reducing pain and inflammation to getting a better night’s sleep our formulas are expertly engineered to elevate your health and happiness naturally.

And last, we are dedicated to being the leader in providing education and awareness for consumers about cannabis. There is still so much misconception and stigma that exists around this amazing plant, so it is imperative for us to ensure we are always educating first and foremost about its potential as a powerful therapeutic tool. We are committed to breaking through the pre-existing barrier of misconception and ultimately removing the stigma that still exists.

What about your job makes you feel most fulfilled?

In short, all of it. From the opportunity to be a part of something that is so impactful to so many people’s lives and the incredible stories we hear from our customers every day, to the amazing and talented group of people and partners that I get to work with (like partnering up with Create & Cultivate at Art Basel!), it’s an incredible journey we are on to help people discover cannabis and utilize it as a safe, therapeutic alternative medicine. So it’s all of that and more that keeps me fulfilled, inspired and grateful.

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This Skincare Line Founder Shares How She Stays Innovative After 35 Years In The Business

Skincare is having a moment. The industry that’s poised to reach $177 billion by 2024 is growing exponentially and shows no signs of slowing down. But in a world where we’re inundated with product after product on social media, we wondered: How is it possible to stand out among millions of other products that promise to tone, tighten, and brighten better than the next? We sat down with Sandie Tillotson, who cofounded skincare company Nu Skin more than three decades ago, to find out.

How did you originally envision your career? Did you always want to work in beauty?

As a young girl, I wanted to be a teacher. I went on to receive a degree in physical science and a teaching certificate from Brigham Young University. I was married with two small children and had been substitute teaching elementary school classes when I was approached by my mother-in-law. She had used a product she loved that helped her lose a lot of weight and asked me to help her sell it through a direct sales channel. It was at this time that I discovered my entrepreneurial spirit, and I experienced tremendous success as a distributor for that company. Unfortunately, the company later filed for bankruptcy, and I was suddenly unemployed.

But I knew the power of direct selling and believed that skin care was a perfect fit for direct sales. At the time, skin care products on the market were loaded with mineral oils and other harmful ingredients and fillers, and our little group of founders set out to create a new line of products with all of the good ingredients and none of the bad. We created a list of innovative ingredients and hired a formulation expert to create products using only beneficial ingredients. Many told us that it would be too expensive and that we would not be successful, but people loved our products, and we’re still going strong nearly 35 years later.

What was the moment you learned the beauty industry was the right fit for you?

I knew we had something special the day we ran out of product bottles. In the early days, our product came from the manufacturer in bulk, and we packaged it ourselves. It was so effective, it became difficult to keep up with the demand. While we waited for our next bottle order to arrive, our customers started bringing their own containers so they could get our fabulous products without delay. They brought whatever they had—baby food jars, plastic packages, whatever worked—and we carefully measured out product into those containers so we could meet their needs. We knew we were onto something exciting.

Nu Skin

Your biography mentions that you’ve done a lot of philanthropic work. What have these efforts taught you as a business owner and leader?

I believe that not only are we the happiest in life, but we are also at our best, when we are “motivated by love.” Great things happen when we are focused on helping others rather than making money. Together, my business partners and I embraced this philosophy, and we infused it throughout the company we created. We wanted to help others be successful professionally so that they could use that success to help improve the lives of others around them. Helping others makes the work we do and the success we find that much more fun and rewarding.

One of the things we did early on was establish the Nu Skin Force for Good Foundation – with Nu Skin covering all the operating costs of the Foundation. This was important to us because when someone donates, they know that 100 percent of their donation is going to help improve the lives of children around the world.   

What are some key characteristics in your opinion that make female business owners successful?

I believe we each have our own talents and gifts that we bring to everything we do. It is up to us to discover what our strengths are, and then to use them to improve our lives and the lives of those around us. When I became a mother, I learned how important it was to nurture and care for others. I found that for me, loving others and giving of myself without expecting return – in my home and in my professional interactions – was the best way I could care for others. At the same time, we need to know when to separate emotions from business decisions. Do not take things that happen in business personally, but learn how to separate and handle them without letting it affect you emotionally.

What’s the key to maintaining relevance and encouraging growth after so many years in business?

At Nu Skin, creation and innovation are central to everything we do. We do not rest on yesterday’s successes, but instead look to the future and what we can offer next. In fact, in our last earnings release, we reported our fourth consecutive quarter with revenue growth of 20 percent or more. How many 35-year-old, multi-billion dollar companies can say that? This is a tribute to the great team of people we have – both our employees and teams – who are connected by a common cause of being a force for good in the world and together have created a great environment for both company and individual growth and development.

Nu Skin

What makes Nu Skin stand out from its competitors in a crowded space?

While we have developed products that are proven to work and that people love, our real differentiator is our culture of empowering people to improve lives. Over the past 35 years we have built a worldwide sales force who are successfully sharing our products and opportunity through social media. This “force for good” philosophy, coupled with our dedication to helping people to discover their best selves, are what make us unique.

Just yesterday, I received a video message from a woman who through tears shared how grateful she was that she wouldn’t have to work this Christmas and could enjoy the time with her family. Nu Skin not only allows her to set her own schedule, but through her Nu Skin business she has been able to purchase food and gifts to share with others this Christmas. She was thanking me, but I reminded her that she was the one who did this for herself and her family through her sharing and caring for others.  

With an emphasis on all things digital, how has the company structure changed in recent years?

The digital age has made it possible for people to get the word out about our products faster, easier and to more people than ever before. Technology helps our sales leaders be more efficient and successful but doesn’t take the place of a personal connection. People use our products and join our global family because of personal relationships and recommendations based on trust. And at the end of the day, every person wants to know that you care for and are there for them.

Where do you see the beauty industry heading in the future?

As is the case with almost any industry right now, the beauty industry is changing rapidly. Right now, we are seeing a huge demand for in-home beauty devices that deliver spa-like results. Technology is enabling people to understand their unique skin care needs and discover more personalized regimens. Innovation is always on our minds, and we are constantly improving our products and looking for additional products our customers want and need.  As science discovers new ingredients and technology offers us new products to share, we will embrace those innovations and develop new strategies to share with our Nu Skin family.

Nu Skin

You’re known for creating a unique global marketing plan. Any tips or insights you can share with our readers who are looking for ways to market their businesses internationally?

Even as we were just starting our business, we had the hope of expanding globally—we even named our new business Nu Skin International to reflect that thinking. The first market we expanded to was Canada, and even with the proximity and similarities to the United States, we needed to work with a different currency and label our products in two languages. Fast forward to today and we have expanded to nearly 50 markets.

Our goal in each new market has been to establish a reputation as a solid corporate citizen and industry leader. We do this by working closely with local government officials and building trust with our sales leaders and customers by keeping our promises. It is this trust that allows us to grow and continue to be successful.

Along the way, we have made mistakes and learned valuable lessons. One of the most important questions we would always ask ourselves, and still do, before expanding into any market is whether we have the cash and other resources necessary to properly support the market. If we don’t, we don’t open the market until we are ready.

How do you stay current and up-to-date on the latest trends in the business world?

I’m both a businesswoman and a person who loves to learn.  As I’m traveling the world, I constantly look at countries, cultures and customers through the lens of a business owner.  Everywhere I go, I search for trends and product ideas that will delight and improve the lives of our customers. I also get invaluable advice from my children, grandchildren and our global family of leaders who keep me in touch with current health, beauty and social media trends. What would we do without our amazing millennials?

Nu Skin

It’s Monday morning and your schedule for the day is packed. What are the first things you do to prepare for the day?

My day always begins with a Facial Spa treatment to wake up my skin. It feels incredible! I follow that with a shower where I use my LumiSpa, Liquid Body Bar and, depending on time, some of our other great Nu Skin shower products. After breakfast I take my LifePak and other daily Pharmanex supplements I love. The other day, I counted the number of Nu Skin products I use before I walk out the door every day and got to 40. I guess you could say that I’m a “product of the product!”

What is one skincare product you can’t live without?

When the airlines lost my luggage for three days, I missed everything! But I learned that my health and beauty “must haves,” were Pharmanex LifePak vitamin supplements, Nu Skin 180 Face Wash and our ageLOC Tru Face Essence Ultra moisturizer. Lucky for me, I was attending a Nu Skin event and plenty of people were there who were motivated by love to share their supply with me!

What’s your go-to song to sing in the shower?

I’m not much of a shower singer, but anyone who knows me will tell you I absolutely love music. I listen to and enjoy all genres of great music and have an extensive collection of playlists. One of my favorites is a playlist I’ve been compiling of songs that empower women. When I listen to these songs, I’m inspired to believe in myself and do my very best in everything I do. Here’s the link.

Enjoy, and feel the power you have to change your life and change the world!

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