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7 MIN U T E R E A D IN N O V A T IO N A G E N T S

This Is Why Your Startup Will Fail

Stopfocusingongapsinthemarkettheydontmatter.Lookinsteadatyourown
strengths.

[Photo: Flickr user Christopher Cook]





BY BRIAN SCORDATO
04.25.17 | 10:00 AM

Growingup,IwasunbeatableatHORSE,thebasketballgamekidsplaywhensonlyone
hoopandjustafewaround.Basically,everyonegetsachancetoskinabasketfromacertain
spotorinacertainway,theneachsubsequentplayersgottofollowsuit.Idinvitefriendsto
comeplayinmydrivewayafterschool.Whenthegamegotclose,Idpretendtohaveanew
idea:HeyIwonderifIcanmakeashotfromwaybackonthegrassoffonebounce?Ha!
Wouldntthatbecrazy?!Idreallysellit.

ThenIddraintheshotandwin,everytime.MypoorvictimhadnoideaIdtakenthatshot
hundredsoftimes.Maybethousands.ThatIknewexactlywhichcrackinthedrivewaytoaim
for,andthatifIthrewtheballhardenoughoffthatcrack,Icouldntmissourworndown
backboardwoulddeadeneveryshot,andtheballwoulddroprightin.Idevennamedtheshot
afteroneofmyfavoriteKnicksplayersatthetime,RolandoBlackman:Youwerentbeatingme
whenIbrokeouttheRolandoCrackman.

Yourstartupideaprobablywontworkanybetterthanmyfriendseffortstoreplicatethe
Crackmanbackthen.Thatsnotnewsyouknowthat95%(orwhateverthatnumberis)of
startupsfail.Whatisnewsiswhyyoullfail.Afterbeingpitched571ideastage,preproduct
startuppitchesinthepast24monthsmostasapplicationsformypreproductaccelerator
Imconvinceditsnotjustbecausestartupsarereallyhard.

Startupsarehard,obviously,butthemajorityoffoundersmakethemimpossible.Youre
doomedfromdayonebecauseyourestartingwiththewrongthing.Youneverhadashot.

Itsnotyourfault.Thewaymostpeoplethinkaboutstartupideasisfundamentallywrong.And
therightwaylikeanystartuptheoryworthitssaltiscounterintuitive.Youllonlyhavea
handfulofopportunitiestocompletelyimmerseyourselfinaproject,soyouneedtoidentifythe
onesthatgiveyouanunfairadvantage.

ImheretohelpyoufindyourRolandoCrackman.

Relatedlink:YourStartupsFirstThousandDecisionsDontMatter(ButTheseTwoDo)
WHISPER
IDEAS ARE YOUR ENEMY
ClassPassformeditationstudiosisntabadidea.IgotpitchedClassPassformeditationstudios

theweekbeforelast(thefoundergavemepermissiontotellthisstoryinthispost).Ivebeen

pitchedthisideabefore,andtheoreticallyitcouldwork.Itcertainlysoundslikesomethingthat

wouldexist.

ClassPassformeditationiswhatIcallawhisperidea,becausewheneverfounderspitchthem
tome,theyleaninrealclose.TheyrethecategorythatincludesWazeforcrowdedbars,Waze
forparkingspots,anappfordailywardroberecommendations,anappforgroupsoffriendsto
dateeachother,andabout50otherUber/Waze/AirbnbforXvariations.Idguessthat90%of
theideasIheararewhisperideas.

AndIheartheminhushedtones.AfounderandIareusuallyatacoffeeshop,theyveusually
askedmetosignanNDA,andtheyrealwaysgivingeveryoneintheplacethesideeyeemoji.
Founderswhopossesswhisperideasneverknowwhoslistening.

Thisparticularfounderwasrazorsharp.McKinseyandHBS.Ilistenedassherehashed
conversationsshedhadwithcustomersonbothsidesofthemarketpeoplewhoran
meditationstudiosandpeoplewhomeditated.Everyonewasonboard.

Shedsavedforayearandhadrecentlyhiredadevelopmentshoptobuildversion1.0,anapp
thatwouldallowcustomerstosubscribetothemonthlyserviceandbookclassesat
participatingstudios.Thebackendwouldevenplaynicewiththestudiosexistingbooking
software.Herplanwastostartwith10studiosintheWestVillageofManhattaninorderto
provetheconcept.Next,shedraiseaseedroundandexpand.Validate,raise,expand,hire,
grow.Rinse,repeat.

Shenailedthepitch.Itallsoundedso...logical.Andthatswhywhisperideasareso
dangerous.Inyournonstartuplife,logicalisgood.Incrementalgrowthisgood.Overwhelming
externalvalidationisgood.WhenthisfoundertoldherfriendsaboutherClassPassfor
meditationidea,theyvalidatedit.Actfast,theysaid.Thisistheone.

Foundersworkingonwhisperideasneverthinktheriskisintheidea.Thebiggestriskisalways
speed.Theytellthemselvesithasntbeenbuiltyetbecausenoonehasthoughtofityet.
ClassPasswasobviousafterthefactthiswillbe,too.

Whenyourbiggestdifferentiatorissimplynoonehasthoughtofthisyetwell,youwhisper.

Relatedlink:HowToTestThatBrilliantIdeaAsSoonAsItHitsYou
THEIDEA HOURGLASS IS YOUR FRIEND
Ivisualizeeverystartupideaasanhourglassfilledwithsand.

Theminuteyoustartpursuinganidea,youflipthathourglassover.Thesandistheamountof

timeyouvegottobuildsomethingmeaningful.Theamountofsandyoustartwithvaries its

basedonabunchofinputslikefounder,domainexpertise,team,market,funding
potential/needs,keyinsight,andcustomer.Themoreuniqueoreliteyouradvantageisinany
ofthosecategories,themoresandgoesinthehourglass.

Thegoalofyourstartupideaistomaximizeyourinitialportionofsand.Whichisthepolar
oppositeofawhisperidea.Youarentpickinganideayouneedtoexecutefast,yourepicking
anideathatallowsyoutobuildslow.Theholygrailiswhenyourhourglasshasmoresandthan
anyoneelsespossiblycouldiftheychosetopursuesomethingsimilar.Noneedtowhisperif
youretheonlyonewhocandoit.

Thisapproachbringsuptwobigquestions:

1.WhydoIneedsomuchtime?

Whyisslowgood?youmightbewondering.IthoughtIwassupposedtomovefastand
breakthings?'

Slowisgoodbecausethefirstversionofyourproductwillbewrong.Sowillthesecond,third,
andprobablyfourth.Evenifyourethemostqualifiedpersonintheworld,itlltakealongtime
tobuildtherightthing.IttookClassPassthreeyearstofindtheirwaytoaproductthat
resonated.

Thesandinyourhourglassbuysyouthetimetomakemistakes.Whentheresalotofit,you
dontneedtospendprecioustimelearningthenuancesofthemarketorcustomerorproblem
youknowmoreaboutthisthananyone.Soinsteadyougettospendyourtimefiguringoutthe
hard,unpredictablestuff.Yougettobuildslowlytofocusonasmallgroupofpeople,build
somethingsmallandspecifictheylove,thenexpand.Becauseyouknowhowtosegment
customersandwhatsmallproductwilladdvalue.

Founderswithwhisperideascantdothis.Theysoonrealizethattheydonthaveenoughtime
tolearnthenuancesofthecustomerneededtobuildsomethingsmall,simple,anduseful.So
theybuildsomethingbigandhopeitresonatesClassPassformeditation.Theirmarginfor
erroriszero.Whichleadstothatsecondquestion...

2.DoesthismeanIcanonlystartsomethinginaspacewhereImalreadyanexpert?

Ifyouwanttogiveyourselfthebestshotatsuccess,yes.
Isubscribetothesocalledgrowthmindset,whichisallaboutstayingopentolearningnew

things,soitpainsmetosaythatfoundersshouldonlypursueideasinareaswheretheyalready

haveoverwhelmingexpertise.Butthatshowitgoes!Youllneedtolearnatonasyoubuild.

Youllneedallyourenergyfocusedonlearningthenuancesofaspace,notthespaceitself.

Ofcourse,youcanalsohireforthis.Youmayhavesomeinsightintotheconsumersideofthe
lunchdeliverybusiness.Ifyouwanttoleveragethatinsight,youbetterpartnerwithsomeone
whohasfoodsourcingknowledgeandexperiencewiththatsupplychain,oryoullendup
spendingallthesandthatinsightprovidedyouonlearningthenuancesoftheindustry.

Thestartupideayoupursueshouldbeoneyouvebeenunconsciouslypreparingforyour
wholelife.Itshouldbeaboutyourstrengths,notjustagapyouseeinamarket.Whatareyou,
uniquely,incredibleat?Whatdoyouknowthatnooneelsedoes?Thefirstthingyoushouldask
yourselfwhenyouhaveanideais,WhyamIthebestpersontostartthis?

Ifyoueverfindyourselfsittinginacoffeeshop,quietlypitchingyourstartupideawhileside
eyeingeveryoneelsewithinearshotstop.Whisperideasneverwork.Buttheresundoubtedly
anideathatyourethebestpersonintheworldtopursue.Onethatyoucanscreamfromthe
rooftops.Findit.

ABOUT THE AUTHOR

Brian Scordato is the founder of Tacklebox Accelerator, a four-week program in New York City for early-stage
founders (many of whom have full-time jobs) to go from idea to validated product. He teaches at General Assembly,
writes here, and loves Tar Heel basketball. More

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L E A D E R S H IP SevenWaysIveLearnedFromOther
Ways Ive Learned From Other Women To
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E N T E R T A IN ME N T
WhatSheaMoistureLearned(SoFar!)
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7 MIN U T E R E A D W O R K IN G W H IL E F E MA L E

Seven Ways Ive Learned From Other Women To Fight Imposter

Seven
Ways Ive Learned From Other Women To Fight Imposter
Syndrome

FeministFightClubauthorJessicaBennettonwhywomenoftenfeellikefrauds,andhow

shesmanagedtoshakeselfdoubt.

&#x2018Thebeautyoftheimpostersyndromeisyouvacillatebetweenextremeegomaniaanda
completefeelingof,&#x2018I&#x2019mafraud!OhGod,they&#x2019reontome!I&#x2019ma
fraud!&#x2019&#x201D[Illustration:SaskiaWarinerforFeministFightClub]

1/7 The beauty of the imposter syndrome is you vacillate between extreme egomania and a complete feeling of,
Im a fraud! Oh God, theyre on to me! Im a fraud! [Illustration: Saskia Wariner for Feminist Fight Club]

BY JESSICA BENNETT
04.25.17 | 9:00 AM

ShortlyafterIwashiredtobeacolumnistforTimeswebsite,Iwasaskedtowriteaboutabook
calledTheConfidenceCode.Havingactuallybeenrecruitedandhiredasacolumnist,one
wouldassumetheredbecertainthingsIwascapableof,suchaswritingacolumn.Butthiswas
myfirstcolumnasacolumnist,andIwasrattled.

Ilaboredovermyintroduction,writingandrewriting,deletingandretyping,cutting,pasting,
movingsentencesaround,movingthemaroundsomemore,thenspendingthenext10minutes
commandZingmywaybacktowhereIdstarted.Eventually,hunchedovermysaddesk
(kitchentable)inmyoffice(livingroom),cladinmyfreelancersuniform(pajamas),IdecidedI
hadnobusinesshavingacolumnatall.Infact,Iwasprettysuremynewcontractwouldbe
revokedbytheendoftheweek.
ItwasntbuttheironywasthatthebookIwassupposedtowriteaboutwasaboutimposter

syndrome,orthatcripplingsenseofselfdoubtthatwomenoftenfeelinthefaceofchallenge,

whichinthiscasewastheverythingthatwasmakingitimpossibleformetocompletethetask

athand.

Impostersyndromewasntcoinedasatermuntilthe1970s,butitssafetoassumewomen
havealwaysfeltit:thatnaggingfeelingthat,evenafteryouvejustdonesomethinggreat,
maybeyouactuallydontdeservethepraise.

Impostersyndromeaffectsminoritygroupsdisproportionately:women,racialminorities,the
LGBTpopulationorasValerieYoung,theauthorofabookonthetopic,TheSecretThoughts
ofSuccessfulWomen,explains,peoplewhohavethepressureofaccomplishingfirsts.Its
commonamonghighachievers,creativepeople,andstudents,anditpersistsincollege,
graduateschool,andtheworkingworld.

IMPOSTER SYNDROME COMES IN MULTIPLE FLAVORS

Thatfeelingcomesaboutindifferentways,though.Heresaquicksampling:

Beingabsolutely100%sureyouregoingtofail.EvenSherylSandberg,theunflappable
COOofFacebook,hassaidsheoftenfeelsthisway.AsshedescribeditinLeanIn,EverytimeI
wascalledoninclass,IwassurethatIwasabouttoembarrassmyself.EverytimeItookatest,
Iwassurethatithadgonebadly.AndeverytimeIdidntembarrassmyselforevenexcelledI
believedthatIhadfooledeveryoneyetagain.Onedaysoon,thejigwouldbeup.

Feelinglikeacompletefraud.Everysooften,evenwhenwevemadeit,weresomehow
unabletoshakethefeelingthatitsallsmokeandmirrors,thatwevestillgoteveryonetricked,
thatatanymomentwellbefoundoutandexposed.Threedaysbeforethismanuscriptwasdue
tomyeditor,whenIwasaloneinmyapartment,runningonnosleep,Irememberwalkinginto
thebathroomandthinkingtomyself:Whywouldanybodyactuallywanttoreadabouta
bunchofexperiencesthatarejust...myown?Towhichmyeditor,alsoawoman,later
replied,Iconstantlyaskmyselfthesamequestionaboutmyediting.

Devaluingyourworthevenassomebodyelseisactivelysupportingit.Inmycase,that
recentlymanifestedasmetalkingsomebodyoutofgivingmemoneyforwork.WhydontIjust
doitforfree?Iwondered.Towhichamalefriendwhohappenedtobeintheroomwherethis
phoneconversationwashappeningpracticallyshookme.Jessica!Justtakethemoney!he
said.(AtwhichpointIsaidyes.)

Underestimatingyourexperienceorexpertise.Iwastalkingaboutthisverythingwitha
friendwhoisateacher,andinthenextbreathshetoldmeaboutajobthatshewasbeing
recruitedfor,followedby,ButImtotallynotqualified.(Theyhadrecruitedher!)Another
womanIinterviewedapostdoctoralengineeringstudentnamedCelestetoldmethatwhile

shewasworkingasamechanicalengineer,asupervisoroncenotedinherreviewthatshe

wouldntcallherselfanengineer.IdidntrealizeItoldmycoworkersIwasntanengineer

whenIwas,Celestesaid.AndIthink,forme,itwasanexcusejustincaseImademistakes.

SEVEN WAYS TO FIGHT THE FEELING
Sohowdoyoucombatimpostersyndrome,inallitsperniciousforms?Hereareafewstrategies
youcanuse.


1.Findawingwoman.Talktoacolleagueorfriend:Hasshefeltlikeanimposter,too?
Knowingthisisathingthatothersfeelwillhelpmakeitjustthat:athing,butnotyourthing.If
youfeelthatdoubtfulvoicebegintocreepinsideyourhead,repeat:Itsnotme,itsthe

impostersyndrometalking.


2.Squashnegativeselftalk.Askyourselfwhatevidenceexiststhatyouareanylessqualified

thananybodyelsetodothiswork.Nowaskwhatevidenceexiststhatyouarejustasqualified
oreven,Idaresay,morequalifiedtodothejob.Makealistofatleast10things.

3.Stoplettingscrewupshurtyourselfconfidence.Whenwomenscrewup,theyquestion
theirabilitiesorqualifications.(WhatdidIdowrong?)Butwhenmenscrewup,theymore
oftenpointtobadluck,poorwork,ornotenoughhelpfromothersinotherwords,outside
forces.Rememberthis:eventhebestathletesscrewup,thebestlawyerslosecases,thebest
actorsstarinbusts.Dontletfailuredestroyyourconfidence.

4.Psychyourselfup.Thewordsyousaytoyourselfcanactuallychangethewayyousee
yourselfboostingconfidenceduringanerverackingevent.Sowriteyourselfastickynoteor
talktoyourselfinthemirror.Tellyourselfyouareasfanfuckingtasticasyourmalecoworkers,
andforbidyourselffromfallingbackonexcuseslikelucktoexplainawayyoursuccesses.

5.Visualizesuccess.Olympicathletesdoitsodomilitaryofficers.Visualizepreciselyhow
youllnavigatethesituationsuccessfullybeforeithappens.

6.Overprepareforthetaskathandjusttopreemptanypotentialfeelingoffraudulenceor
insecurity.GermanchancellorAngelaMerkelhassaidshedoesthistoovercomeherdoubts.
ManagingdirectoroftheIMFChristineLagardeacknowledgesthatsheoverpreparesregularly.
AsLagardehasexplainedit,Whenweworkonaparticularmatter,wewillworkthefileinside,
outside,sideways,backwards,historically,genetically,andgeographically.Wewanttobe
completelyontopofeverything,andwewanttounderstanditall,andwedontwanttobe
fooledbysomebodyelse.

7.Unsubscribefromdoubt.InhisbookOriginals,AdamGrantdescribestwokindsofdoubt:
selfdoubtwhichcausesyoutofreezeupandideadoubt,whichcanactuallymotivatepeople
toworkonrefining,testing,orexperimentingwithagoodidea.Trytoturnselfdoubtintoidea
doubtbytellingyourself,itsnotthatImcrap,itsthatthefirstfewdraftsofanyideaarealways
crapandImjustnotthereyet.

Seven Famous Impost-Hers



The beauty of the imposter syndrome is you vacillate between extreme egomania and a complete feeling of, Im a
fraud! Oh God, theyre on to me! Im a fraud! [Illustration: Saskia Wariner for Feminist Fight Club]


The Supreme Court justice has said that at Princeton, she felt like she was waiting for someone to tap her on the
shoulder and say, You dont belong! [Illustration: Saskia Wariner for Feminist Fight Club]


Yes, her. The prize-winning author once said, after her eleventh book, that every time she wrote another one shed
think to herself, Uh-oh, theyre going to nd out now. Ive run a game on everybody. [Illustration: Saskia
Wariner for Feminist Fight Club]


The senator didnt have the condence to run for ofce until shed volunteered for other peoples campaigns for 10
years. What held her back? Am I good enough? Am I tough enough? Am I strong enough? Am I smart enough?
Am I qualied? [Illustration: Saskia Wariner for Feminist Fight Club]
The actress has said she thought it was a uke she got into Yaleand that she won an Academy Award. I thought

everybody would nd out, and theyd take the Oscar back. Theyd come to my house, knocking on the door, Excuse
me, we meant to give that to someone else. That was going to Meryl Streep.[Illustration: Saskia Wariner for

Feminist Fight Club]


When asked in an interview if she would always act, the woman with the most Oscars in history replied, You think,

Why would anyone want to see me again in a movie? I dont know how to act anyway, so why am I doing this?
[Illustration: Saskia Wariner for Feminist Fight Club]



As a young woman, the lawyer and former First Lady used to lie awake at night asking herself, Am I too loud? Too

much? Dreaming too big? Eventually, I just got tired of always worrying what everyone else thought of me.
So I decided not to listen. [Illustration: Saskia Wariner for Feminist Fight Club]



ThisarticleisadaptedwithpermissionfromFeministFightClub:AnOfficeSurvivalManual
foraSexistWorkplacebyJessicaBennett.Copyright2016byJessicaBennett.Publishedon
September13,2016,byHarperWave,animprintofHarperCollinsPublishers.

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4 MIN U T E R E A D

What Shea Moisture Learned (So Far!) From Its Social Media Disaster
SundialBrandscofounderandCEORichelieuDennistalksaboutthecontroversialad,
thesocialfallout,lessonsthebrandhaslearnedsofarfromtheexperience,andmore.




BY JEFF BEER
04.25.17 | 7:33 AM

YesterdaywasabusyoneforSheaMoisture.Asocialcontentcampaignthebrandlaunchedlate
lastmonthsuddenlycaughtfire.Butnotthegoodkindoffire,morelikethedumpsterkind.

Onevideoinparticular,featuringfourwomentalkingabouttheirstruggleswithselfconfidence
asitrelatestotheirhair,drewtheireofSheaMoisturesprimarilyAfricanAmericanconsumer
baseforexcludingthemfromtheconversation.Thevideoispartofaseriesofupto40the
brandcreatedwithagencyVaynerMedia,profilingmorethan20differentinfluencers.

Bylastnightthebrandhadissuedafullapologyacrossallitssocialchannelsandpulledthead.
Wow,okaysoguys,listen,wereallyfedthisoneup.Pleaseknowthatourintentionwasnot
andwouldneverbetodisrespectourcommunity,andassuch,wearepullingthispiece
immediatelybecauseitdoesnotrepresentwhatweintendedtocommunicate.


Wow,okaysoguys,listen,wereallyfedthisoneup.Pleaseknowthatourintentionwasnotand
wouldneverbetodisrespectourcommunity,andassuch,wearepullingthispieceimmediately
becauseitdoesnotrepresentwhatweintendedtocommunicate.Youguysknowthatwehave
alwaysstoodforinclusioninbeautyandhavealwaysfoughtforourcommunityandgiventhem
creditfornotjustbuildingourbusinessbutforshiftingthebeautylandscape.So,thefeedbackwe
areseeingherebringstolightaveryimportantpoint.Whilethiscampaignincludedseveraldifferent
videosshowingdifferentethnicitiesandhairtypestodemonstratethebreadthanddepthofeach
individualshairjourney,wemustabsolutelyensuremovingforwardthatourcommunityiswell
representedineachonesothatthewomenwhohaveledthismovementneverfeelthattheirhair
journeyisminimizedinanyway.WearekeenlyawareofthejourneythatWOCfaceandourwork
willcontinuetoserveastheinspirationforworklikethePerceptionInstitutesGoodHair
Study/ImplicitAssociationTestthatsuggeststhatamajorityofpeople,regardlessofraceand
gender,holdsomebiastowardswomenofcolorbasedontheirtexturedornaturalhair.So,youre
right.Wearedifferentandweshouldknowbetter.Thankyouall,asalways,forthehonestand
candidfeedback.Wehearyou.Werelistening.Weappreciateyou.Wecountonyou.Andwere
alwayshereforyou.Thankyou,#SheaFam,forbeingthereforus,evenwhenwemakemistakes.
Herestogrowingandbuildingtogether

ApostsharedbySheaMoisture(@sheamoisture)onApr24,2017at2:11pmPDT

SheaMoistureparentSundialBrandscofounderandCEORichelieuDennissaysasthebrand
broadensitsconsumermarket,itcannotforgetorevenappeartoforgetitscoreaudience.

Itjustshowsthelevelofloveandpassionpeoplehaveforthebrand,andhowmuchtheywant
tomakesureitcontinuestostandforthem,evenasitstartstobroadenitsaudience,theywant
tomakesuretheyrenotleftbehind,saysRichelieu.Andthatscleartous.Weneedtomake
surewespendthetimeengagingwiththatcommunity,encouragingthem,andlettingthem
knowthatjustbecauseweregrowingdoesntmeantheyrelessimportant.infact,theybecome
moreimportantbecausetheyretheoneswhohavealwaysadvocatedforus.

Hesaysherecognizesthelargerissuehere,thatgoesfarbeyondahaircareproduct.Theracial
stereotypesthathaveimpactedblackwomen,andtheirlackofrepresentationinmediaand
advertising,werenotadequatelytakenintoconsideration.Toequatetheirstruggleswithhair
tothoseofotherwomen,isintheirmindstrivializingtheirstruggles,andwecantforgetthat,
saysRichelieu.Thepeoplewhoareunhappyherearentnecessarilysayingtheydontlike
whitewomen.Whattheyaresayingis,fordecadestheyvebeenunderservedandwhitewomen
haveplentyofproductsontheshelvesandadvertisingaimedatthem,andthatweshouldkeep
ourfocusonouraudience,andnotlosethatfocusjustbecausewerebroadeningouraudience.

SheaMoisture: What's Normal?

 SheaMoisture: What's Normal?

Inhindsightthebrandshouldvebeenmoreconsciousoffeaturingmoreexamplesofitscore
consumershairtypes,aswellasmadesuretheindividualvideosweremoreclearlysharedas
partofalargerseries.

Whatweshouldvedoneismaybeaminidocumentarytotellthewholestory,thentake
snippetsfromthatforsocialposts,saysRichelieu.Wecouldvesaid,letsdomanymorehair
texturesinsteadofjusttwoorthree.Therearedefinitelylessonshereandwerenotperfect,
werenotalwaysgoingtogetitright.Butwhatwearealwaysgoingtodoislearnfromit.

#EverybodyGetsLove with The Find Guru, Kay-Elle, Kay-Lani, & Jenelle B, Stewart
Asthebrandcontinuestotalktoitsfans,navigatingthefalloutfromthesocialmediastorm,

itschiefexecutiveremainsoptimisticandhasfoundasilverlining.


Ithinkthisisthebeginningofawonderfulopportunityforustoengagewithwomenaround

theseissues,andwelltakesomepunchesforit,butintheendIthinkitswellworthittohave
theconversation,saysRichelieu.Noonepaidattentiontotheseissuesuntilabrandlikeours
comesalong,andrightfullysoitshouldbeaplatformforthemtogettheirmessageoutand
theyredoingthat.Itjusthurtstoday.

ABOUT THE AUTHOR

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in
Toronto. More

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3 MIN U T E R E A D

The Best Part Of Netflixs Girlboss Has Nothing To Do With Business

WhatGirlbosslacksinbuildinginterestaroundentrepreneurship,itmorethanmakes
upforwithinventivestorytelling.


BY KC IFEANYI
04.24.17 | 10:41 AM

Asthecheekydisclaimerreadsatthebeginningofeachepisode,NetflixsnewshowGirlbossis
alooseretellingoftrueeventspertainingtoNastyGalentrepreneurSophiaAmorusoslife...
realloose.

HowevermanydegreesremovedfromrealityGirlbossis,Amorusoscomeupissurelyan
exceptiontothetypicallynarcissisticproclamationof,someoneshouldreallymakeaTVshow
aboutmylife!Amorusowentfromdumpsterdivingandstealingtocreatingawildlypopular
eBaystoresellingvintageclothes,whichshelaterspunintothefullyfledgedbusinessNastyGal
andherbestsellingmemoir#GIRLBOSS.Netflixwasaimingtochannelallofthatintoan
equallysuccessfulserieswithAmorusoasoneoftheexecutiveproducers.

However,theironicthingis,whatmakesGirlbossinterestinghaslittletodowithwhyweknow
Amorusoatall,i.e.creatingNastyGal.

Girlboss | Ofcial Trailer [HD] | Netix




LetsjustriptheBandAidoff:Girlbossisachoretowatchattimes.ThecaricatureofAmoruso,

playedbyBrittRobertson,bouncesbetweenhavingexhaustinglysassypluckandawoeful
disregardforcommonsensebusinessacumen.Itsalmostasifyourerootingforhertofail.Of
course,thereexiststhestoryarcofSophialearningtogrowupthroughthefrequentmissteps
anyentrepreneurmayhaveingrowingabusiness.ButwhereGirlbossfailstodrumupany
interestthere,itsbrilliantinitsmethodsofstorytelling,namelyinepisode10.

Girlbossisntpreciouswithlinearorconventionalstructures.Theresanepisodetoldthrough
ellipsesoftime,countingdowntoaveryimportantdeliverySophiahastomake.Andpartofthe
finalebuildstoascenewheresporadiceditingofaconversationbetweentwocharactersso
accuratelyillustratesthecomplexitiesofbeinginandfallingoutoflove.Butthestandout
episodebyfarisVintageFashionForum,whereonlinemessagingispersonifiedtohilarious
anddevastatingends.


SophiaseBaystoreNastyGalVintageisatthepeakofitspopularitywithherloyalfollowing
andatthepeakofresentmentwithagroupofvintageclothingsellerswhohavetakento
startingaforumtoairouttheirgrievancesofhowSophiaismakingamockeryoftheirtrade
andsiphoningtheirprofits.Inwhatcouldvehavebeentoldthroughmontagesofcomputer

screensdisplayingrapidfiretypingofvitrioliccomments,theinternetforumdramatakes

humanforminaroundtablediscussion.


Therestherelentlessselfpromoterdroppinglinkstotheirownsite,theproverbialshouterwho
refusestolearnhowtousethecapslockkey,andtheresevenacameofromaninternettroll
whostormstheforumtoalerteveryonehowuglytheyare.Episode10sapproachtobringing
digitalaspectstolifeisrefreshinglyinventiveand,asprovedtowardtheendoftheepisode,
malleabletone.Thecomedyoferrorsintheforumisonlyanopeningacttothetheclimaxof
theepisodethatisaoneononefightbetweenSophiaandherbestfriendAnnie.


AftermakingitknownthatshewouldliketoworkfulltimewithSophiaonbuildingher
companyandbeingrebuffedbecause,asSophiasays,NastyGalismythingthetwosquareoff
onlinewhichisrepresentedasthemsittingacrossfromeachotherinastarkwhiteroomsaying
whattheyretyping.Whatthisscenedepictssowellishowflattextonascreencanbelytrue

emotions.ThedigitalversionofSophiaiscoldlyresoluteinherperceptionthatNastyGalis

hersandhersalonewhileSophiaIRLisaquakingandcryingwreckatthethoughtoflosingher

bestfriend.

ItsasurprisinglypowerfulscenethatfallsinlinewiththerichemotionaltextureGirlbossis
actuallycapableof.BothRobertsonandtheshowitselfareattheirbestwhendealingwiththe
intricaciesofrelationshipsacrossfamily,friends,andsignificantothers,aswellashowthose
storylinesaretold.PerhapsthemainplotofNastyGalsinceptionfeltweakerincomparisonto
itstangentialeventsbecauseitsonlyjusthalfofthecompanysstory.Theshowendswith
SophiaopeningNastyGalsownwebsiteafterbeingkickedoffofeBay,andwithinjustafew
hours,shecompletelysellsoutherstock.IfseasononesintentwastosetthestageforNasty
Galsascentinonlineretail,seasontwocouldredeemitself,inregardstomakingbusiness
interesting,byfocusingonAmorusoeventuallysteppingdownasCEOandNastyGalsdescent
intoChapter11bankruptcy.

ABOUT THE AUTHOR

KC works covers entertainment and pop culture for Fast Company. Previously, KC was part of the Emmy Award-
winning team at "Good Morning America" where he was the social media producer. More

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4 MIN U T E R E A D W O R K S MA R T

The One Thing You Need To Do To Become More Creative

Whatyoucanlearnfromthecollegeclassthateschewstraditionallearninginthenameof
newexperiences.


[Photo: Cam Adams via Unsplash]

BY STEPHANIE VOZZA
04.24.17 | 9:00 AM

Ifyouwanttobecomemorecreative,theanswermaylieinbecomingmorecourageous.Anew
classatUSCAnnenbergcalledImprovisationalLeadershipisencouragingstudentstostep
outsideoftheircomfortzonesandexplorenewexperiences.

Studentsfearfindingtheperfectjobthedaytheygraduate,saysFredCook,directorofthe
USCCenterforPublicRelationsandprofessorofprofessionalpractice.Theyreunderpressure
toperformbecauseofstudentloansandtheirparents.Theyvetakentheclassesanddonethe
internships,buttheyreoftenshortonlifeexperience.

TheImprovisationalLeadershipclassisdesignedtoexposestudentstonewexperiences,
makingthemmorecreativebyexpandingtheirframesofreference.Theclassis100%
experiential,withnotests,textbook,orpapers.Creativitycanbelearned,butnotthrough
lecturesorreading,saysCook.Ithastobelearnedthroughdoing,hesays.

Andthatcantakeanudge.Eachweek,Cook,chairmanoftheglobalPRfirmGolinandauthor
ofImprovise:UnorthodoxCareerAdvicefromanUnlikelyCEO,challengesstudentstopush
theirpersonallimitsbytryingnewthings.

FORCING YOURSELF OUT OF YOUR COMFORT ZONE

TheexperiencesaretotallyattheirdiscretionanddocumentedinaprivateFacebookgroup
withpictures,saysCook.Theyexplainwhattheydid,howtheyfelt,andwhattheylearned.
Onestudent,whowasworkingasaninternatacompany,musteredupthecouragetoaskfor

fulltimejob,andgotit.AnotherstudententeredacontestforUSCscholarsandwon.Another

gotatattoo,whileotherswentonadigitaldetox.


Tryingnewthingsgivesyouthecourageyouneedtoexperimentwithyourlifeandnotbe
worriedaboutwhetherornotyoufail,saysCook.

TAKING RISKS
Inadditiontoweeklyactivities,studentsaregivenspecificassignmentsthathelpthemtake
risks.Forexample,eachstudenthastoselectaseniorexecutiveatacompanytheyadmireand
learneverythingtheycanaboutthem.Thentheyusethatinformationtotrackthemdownfora
callorameeting.Theyrelearningthatintherealworld,itcanbehardtoreachpeople,and
youhavetoimproviseandemploynewtactics,saysCook.Somearesuccessfulandsomeare
not,buttheyalllearnfromtheprocess.

Studentsalsohavetolistentosomethingtheydontunderstand.One[journalism]student
wenttoachemistryclass,saysCook.AnotherlistenedtoanNRApodcast,andanother
watchedKoreantelevision.

Inanotherexercise,studentspulledatopicoutofahatandweregivenfiveminutestoprepare
apresentationthatpositionsthemasanexpert.Theideaisthatyouresometimesnotgiven
muchtimetoprepareforsomething,andyouhavetosoundknowledgeableandconfident,
saysCook.Thesereallifeskillsandexperienceshelpyouthinkonyourfeet.

Andinanother,studentsmustnegotiatesomething.Theyreoftenverynervousaboutasking
forsomething,butpeoplerespectyoufornegotiating,saysCook.Theyexpectandrespectit,
especiallywhenyourestandingupforyourvalues.

THE VALUE OF FEAR

Cooksexercisesareworking,saysCynthiaBlondeelTimmerman,anundergraduatepublic
relationsmajorenrolledinCooksclass.Fearcanstopyoufromaccomplishingincredible
things,shesays.Iamsomeonewhoisafraidoffailure,solearningaboutthedifferentwaysto
conquermyfearswasveryenlightening.

BlondeelTimmermansnewexperiencesincludedtakingapoledancingclass,tryingKorean
barbecue,travelingtoNewYorkforthefirsttime,andsingingachoirsolo.Theexcitement
promptedhertostarttryingtwonewthingsaweek.Whatsurprisedmemostwashowmuch
lifeopensupwhenyourewillingtogetoutofyourcomfortzone,shesays.Youneverknow
whereadoorleads,andyoucanonlyfindoutifyougothroughit,shesays.
IanHurley,agraduatePRstudent,saystheclasstaughthimthatitsimportanttoneverget

complacent.Onceyousettleinandstoptryingandexperiencingnewthings,youlimityour

capacitytogrowandthinkdifferently,hesays.Thatsnotsomethingthatpeoplelookforin

leadership,andfromthisclass,ImgoingtoconstantlyreflectonhowIcancontinuetoseekout

newexperiencesinordertocontinuetowidenmyworldview.

Healsolearnedthatheshouldntfearfailure.Tosomeextent,everyoneintheclasshas
admittedtonottryingsomethingorspeakingupinameetingorreachingouttoahigherlevel
executiveoutofthefearthattheywillfail,andbeshunnedorcriticizedfortheirincompetency,
hesays.Throughthisclass,wehaveallfiguredoutthatlimitingourselvesbecauseoffearis
somethingthatcanputfarmoreofastrainonourcareergrowththantryingsomething
earnestlyandfailing.

AN ONGOING PROCESS
Becomingcourageousandcreativedoesnthappenovernight,saysCook.Itbuildsupalittleat
atimebydoingnewthingsandtryingthingsyouveneverdonebefore,hesays.Everylittle
steppushesyououtofyourcomfortzone.Iveseenstudentsdothingstheyneverthoughtthey
coulddobefore.Theyrenervous,buttheydoitbecauseitsanassignment.Thenexttimeis
easier.Thegoalistobecomemorecreative,courageousleaders.

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