Embracing Excellence

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I N - F O C US

Meet the
Moss Guru

Amy Sanchez:
I N - F O C US

“I Swim Creating
Against the Alignment
Current” W R IT T E N BY T E R E S A
E R I C KS O N A N D T I M
WAR D

Nevsah Fidan
Karamehmet
BRINGING A REVOLUTION
WOMEN
ENTREPRENEURS
I N B R E AT H I N G
 Embracing Excellence
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CONTENTS

12 NEVSAH FIDAN
KARAMEHMET
CONTENTS

28 AK BROWN
CONTENTS

38 AKVILE DEFAZIO
Exeleon Magazine Presents

#MyJo
urney
Coming Soon...
12 E X E L E O N M AG A Z I N E
 COVER STORY

BRINGING A

Revolution
in Breathing
NEVSAH FIDAN KARAMEHMET
F O U N D E R & C E O | B R E AT H H U B

W W W. E X E L E O N M AG A Z I N E . C O M 13
It is said that
one tends to learn how to master
themselves by getting out of their own
way. Stripping away the inner voice that
holds us back and accepting the parts
that make us who we truly are.
However, self-mastery is not limited to
only self-acceptance, rather it's a
commitment to lifetime of
improvement; it's a process of
becoming.
Nevsah Fidan Karamehmet is an
example of a visionary leader who has
dedicated herself to help women across
the globe ind their path to self-mastery.
Moreover, Nevsah is a serial
entrepreneur, an angel investor, best-
selling author, and breathing coach. She
is the Founder and CEO of Nevsah
Institute and Breath Hub.
14
Her innate understanding of human
behavior and self-mastery has enabled
her to transform the lives of thousands
of people. Fittingly, Nevsah features as
the Cover of our Visionary Women
Entrepreneurs issue. Herein, we look
into the journey of Nevsah, her ideas
related to self-mastery, and her vision
for a breathwork revolution.
UNDERSTANDING HUMAN
Right from an early age Nevsah has
been fascinated by the human mind.
Since the age of 10, she has been
reading countless books on human
behavior and psychology. She explains,
“I basically wanted to know more about
humans, like why we do what we do
and what motivates us or what triggers
us and why.”
As a kid, being a leader was almost
inherent to her. She remembers inding
and creating new games in her pre-
school years and leading her friends.
E X E L E O N M AG A Z I N E

Moreover, she was actively involved
with different art forms like ballet,
piano, poetry, drama club, and was
frequently seen participating in her
school activities.
Perhaps it was this inherent desire
to lead and feed her curiosity that
introduced her to the possibilities
of breathing. She recalls, “The irst
time I tried a breathing exercise, it
felt like I found all the answers I
have been searching for.”
A huge advocate for healthy
W W W. E X E L E O N M AG A Z I N E . C O M
breathing habits, Nevsah realized
that changing how we breathe,
effectively changes the way we feel,
think, and act. She discovered that
healthy breathing habits lead to
healthy thoughts as well as
relationships, whereas unhealthy
breathing habits lead to emotional
turmoil and trigger negative
thoughts.
For Nevsah, her brain works like
that of a scientist – it longs to
question everything and not jump
to any conclusive beliefs. Being
aware of the bene its of breathing
COVER STORY
“Humans living in the
21st century deserve
to reach sustainable
health and wellbeing.
It is time to level up.
And I am certain
Breath Hub will be
one of the major
“
platforms they will be
able to do that.
from a young age elevated the
potential of Nevsah as a leader and
eventually as an entrepreneur.
This awareness about breathing
facilitated a unique journey for
Nevsah. She began training,
researching, and reading over 100s
of books on respiratory science,
became a teacher, joined the
Breathing Sciences Faculty, founded
the Breath Coaching Federation,
and even went on to legalize the job
role of breath coaching in Turkey
and beyond.
15
COVER STORY

Breath Hub is the World's Largest Breathwork

Community with a fast growing, guided
breathwork app. The app enables one to easily
practice breath work from anywhere and anytime
at affordable pricing.

In just a short span, the company has created an

amazing community and the users are equally
WHAT IS motivated to help build the Breath Hub platform.
The platform schedules regular meetings and

Breath
surveys with its users, tracks data, and provides
custom solutions.

Nevsah mentions, “We can create unlimited

content, innovate in endless ways, and ind

Hub?
solutions to any breathing related problem. We
can be The Platform people go to for preventive
health. That is our goal.”

Moreover, the Breath Analysis system on Breath

Hub makes it stand out as one of the premier
platforms for breathwork. The platform is a result
of over 20 years of research, data, and insights
from over 40,000 people. “We can understand
exactly how people are breathing by asking them
some questions that are backed by our behavioral
sciences algorithm and lead them into fully
customized journeys.”

16 E X E L E O N M AG A Z I N E
W W W. E X E L E O N M AG A Z I N E . C O M 17
COVER STORY
THE BREATHWORK REVOLUTION
For the last 20 years, Nevsah has
dedicated her life researching,
teaching, and speaking on
breathing sciences. “I have been
privileged to have over 40,000
people in my seminars, retreats,
talks, workshops.”
But for Nevsah that number is still
less compared to the number of
people who are genuinely suffering
due to breathing related issues.
She mentions, “I want to see
hundreds of millions of people
analyze their breathing habits, go
on customized journeys, and
change their dysfunctional
breathing habits, that is sitting at
the root of many of their problems.”
However, she knew it wouldn't be
possible to make this
transformation with her lifestyle
business.
With Nevsah Institute, she has been
able to invest in some of the most
amazing projects, build wealth and
social in luence, live a high standard
life, and so on. But she adds, “I can
have all the wealth in the world but
what would it mean if I hadn't been
able to share this miraculous tool
(breathing) and let the whole world
know about it.”
To address this, Nevsah founded
Breath Hub. Through Breath Hub,
Nevsah intends on being part of a
global revolution – The Breathwork
Revolution.
According to her, it is imperative for
us to work on our breathing habits
and take a step towards a better
life. “Humans living in the 21st
century deserve to reach
18
sustainable health and wellbeing. It
is time to level up. And I am certain
Breath Hub will be one of the major
platforms they will be able to do
that.”
BREATHE BETTER, LIVE BETTER
Nevsah emphasizes that we are
unable to comprehend the impact
and in luence breath has in our
lives. She goes on to mention, “We
take our irst breath, come to life,
we breathe in, breathe out, breathe
in, out, again and again and again,
TO STAY ALIVE, and we give our last
breath and die.”
She continues, “Life in its simplest
form equals the number of breaths
we took in and out. And not
everybody is breathing the same.
Some people have serious
breathing issues they are not even
aware of.”
As per one research, 80% of the
global population are using only
30% of their full breathing capacity.
In order for one to attain a healthy
mindset, let along self-mastery, it's
essential for one to breathe
properly.
Breath is the gasoline to our body. If
it's not enough, we do not have
enough energy to function. She
passionately points out, “Most
people don't even have the energy
to continue their daily activities.
And I am not even talking about the
fact that all of our cells rejuvenate
themselves with breath. If you are
not using your full breath capacity,
your cells will die faster, and you
will get old faster. Your immune
system will crash, your organs
won't have the food and energy
they need to function properly, and
people do die if they cannot
breathe.”
Although breathwork hasn't yet
been part of medical sciences,
Nevsah believes that in the long run
the situation will change. In fact,
she is committed to do everything
in her power to bring the
Breathwork Revolution in front of
the public. “It will sooner or later
happen.”
ACCEPTANCE AND RELIANCE
Nevsah claims that for a woman to
be powerful, it essentially boils
down to two factors – self-
acceptance and self-reliance. “I
think a woman reaches her true
power, only when she is fully
independent and when she fully
accepts and embraces herself.”
Considering we all have our own
unique gifts, abilities, knowledge,
and experience, acceptance is a key
factor for one to attain success in
life. Nevsah explains that we can
only fully express ourselves, our
gifts, uniqueness, and leadership
qualities, when we are fully
ourselves.
“Judging ourselves and trying to
change does not work and I see
those habits in many women
nowadays. Trying to change and get
better disconnects us from
ourselves and our power.”
In her journey helping over 30,000
women in the path to self-mastery,
Nevsah has seen her students
create global, multi-million-dollar
businesses, powerful families,
social impact, and more. She
believes that this is a result of them
fully accepting themselves.
E X E L E O N M AG A Z I N E

MOVING FORWARD
Nevsah notes that users use the
Breath Hub platform multiple times
a day, for multiple reasons – from
healing headaches to boosting their
energy or speeding up their
metabolism. “We would like to stay
that way and ind new ways to
support them reach sustainable
health and wellbeing.”
W W W. E X E L E O N M AG A Z I N E . C O M
Exeleon
Shorts
One Book Entrepreneurs Must Read –
HOOKED - How to Build Habit Forming
Products.
One Productivity Tool / App that
Everyone Should Use – Slack
One Podcast / Course that you would
Recommend – Dr John Demartinis
podcasts, YouTube videos and courses.
One Movie / Show that you would
Recommend – Avatar
One Quote that Motivates you the Most –
To know even one life has breathed easier
because you have lived - Ralph Waldo
Emerson
One Investment Advice that you Follow –
Never invest in projects or companies
outside of your expertise.
Talking about the future, Nevsah is series A in 2024 and reaching
excited about their fundraiser as $100M ARR by 2027 and IPO.”
the company moves into the growth
stage. Furthermore, the company is
also working on Phase 2 of Breath
Analysis, new sessions, challenges,
and journeys on the app and also
some events.
She concludes saying, “We are
excited about growing X5 in the
next couple of months, going to
19
Breathe better,
live better!
G E T S TA RT E D
www.breathhub.app
 We Embrace Excellence!

Exeleon Magazine features some of the

leading players in business and shares
their journey of excellence to inspire
aspiring leaders across the globe.

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 M

24 E X E L E O N M AG A Z I N E
 IN – FOCUS

Mo s
me
s e
Gu
tru
t he
How Jamie Mitri used engineering and biology to create the first and only
live moss artwork that improves your air quality – Moss Pure.

What was the idea that led to the start In talking with customers and scientists, I
of Moss Pure? What was the market gap found that:
that you wanted to address?
1. No other company was able to use moss
I founded Moss Pure during a startup as an effective air ilter.
competition at the Massachusetts Institute
of Technology in June 2020, called the MIT 2. No other company was able to keep live
Lebanon Challenge. Moss Pure won First moss alive in indoor environments for
Place Startup in the competition in Track more than a few days.
1B Health, Energy, and Waste
Management. From there, the United 3. Existing living walls and moss walls
Nations invited me to compete in their used a great amount of water and
Development Programme in August 2020, electricity and were bulky and required
where it won the Top 10 Startup. time to assemble.

During the competition, I realized that
moss has several bene its. But there
weren't many companies that were using
live moss. Most moss companies use
preserved moss or dried moss, which are
no longer living. Because preserved and
dried moss are no longer living, they are
not able to improve air quality as only live
moss can.
Using engineering and biology, I created
the irst and only live moss design that
improves your air quality and provides
therapeutic relief without needing any
watering, sunlight, or maintenance. I
wanted to create an aesthetically pleasing,
yet simple decor piece that anyone could
use in their everyday, modern space.

W W W. E X E L E O N M AG A Z I N E . C O M 25
IN – FOCUS

Talk to us about the science that went

behind the creation of the product.

A great deal of science is used in the creation of

our products. We are not simply just putting
moss on a wall frame. Although I have a strong
science background, I spent months and many
hours doing hands on research with moss to
engineer Moss Pure.

I formulated a multi-layered design of eco-

friendly materials that sustain the moss within
our product in any environment – indoor and
outdoor. Because of this, our products do not
need watering, sunlight, or electricity. Our
proprietary technology extends the life of live
moss from days to years. The multi-layer also
works in synergy with the live moss, so that the
moss uses toxic pollutants in the air as its food
source, therefore improving your air quality. Air
purifying plants take decades to purify the
surrounding air. Moss Pure's technology
enhances the air iltering capability of live
moss.

We are the only company that has certi ied

analytical results showing that our live moss
products improve your air quality within
minutes, capturing carbon dioxide, dust,
allergens, pet dander, VOC, metals and certain
bacteria and viruses.

I also worked with 150 customers in the U.S.,

gathering feedback on the aesthetics of our
design. I conducted prototype, alpha, and beta
testing with our customers to create the inal
Moss Pure products you see in our online store
today.

As the Moss Guru, what role do you play in

the day-to-day proceedings of the company?

I'm a very hands-on CEO. I am involved in every

aspect of the business in some way – whether
it's working with a customer on a custom moss
wall, helping assemble our products, pitching to
a distributor, sales, marketing, PR, accounting,
inances – you name it and I'm doing it or have

26 E X E L E O N M AG A Z I N E
 IN – FOCUS

done it. I am able to combine my passion for

science and fashion and interior design every
day and I'm stepping out of my comfort zone
to grow the business.

Looking at your journey as an

entrepreneur, if you were to start again,
what would you do differently?

Absolutely nothing. Every milestone, every

mistake, every failure, and every success
accompanied a learning lesson, and I wouldn't
take any of it back. It has been such a
rewarding and amazing experience, even on
the crazy days.

What would be your advice for emerging

entrepreneurs bringing-in new and
innovative sustainable solutions?

Being an entrepreneur and launching a

business is dif icult in itself – let alone
creating an innovative product in an existing
market. When you create such an innovative
product, you have to make sure your
messaging is right so that you capture
people's attention and then you have to clearly
explain why you are different from your
competition. It's incredibly challenging but if
you know it's worth the risk and you are
consistent, the business will grow and
everything that you've worked so hard for will
pay off – and it is such an amazing feeling.

Finally, what does the future look like for

you and Moss Pure? What are you most
excited about?

I'm excited to get the word out about the

company and expand it. Moss Pure has such a
positive impact and story and I want to share
it with the world. We are also always learning
and growing, and we are releasing new
products with feedback from our customers.
My creative and intellectual mind is always at
work coming up with something and I love it.

W W W. E X E L E O N M AG A Z I N E . C O M 27
 fashion
Connector
28 E X E L E O N M AG A Z I N E
 IN – FOCUS

AK BROWN IS A SEASONED FASHIONPRENEUR

WHO IS USING HER JOURNEY TO GUIDE AND
INSPIRE FASHION BRANDS AND CREATIVES IN
DEFINING THEIR SUCCESS IN THE INDUSTRY.
READ HER FULL INTERVIEW WITH EXELEON
MAGAZINE, WHERE SHE TALKS ABOUT HER
JOURNEY AND THE FASHION INDUSTRY.

What according to you makes one a powerful woman? How do

you integrate the same thought into your leadership?

I believe power comes with true genuineness and authenticity.

Essentially, there's no way to act or look powerful, but more so being
authentic in your actions and what you set to put out into the world.
For me, my power comes from my determination and my circle
knowing if I say I'm going to do something or manifest something,
then it's going to happen.

I think, especially with women, we are told we have to be tough, and

almost mean in order to be taken seriously as a leader (I think of it
as the Miranda Priesley act in The Devi; Wears Prada). I'm not a rude
person, I'm not a mean person, and I am more of an empath than
people realize. I refuse to implement scare tactics into my leadership
that contribute to the toxicity of the fashion industry we so
desperately need to get away from.

Talk to us about your growing up years. What is your earliest

memory as a leader?

Highschool, senior year to be exact as I was one of the cheerleading

W W W. E X E L E O N M AG A Z I N E . C O M 29
IN – FOCUS
captions and was the year I really
started to come out of my shell. Fast
forward to college where I was the
student council president and really
got involved in the fashion scene
there, and that may be why I am
now back as an adjunct professor.
What prompted your interest ensure work-life balance?
and subsequently your foray into into place on really, how cheap a
the fashion space?
Fashion for me was second nature,
growing up with a mother and
several aunts and cousins who
either had the same interests as me
or nurtured my interest. As I moved
along in my degree and early on in
my career, I realized that fashion
can, should, and is meant to be
inclusive.
There's a way for everyone to
participate in fashion and make it
their own, and I'm someone that
doesn't necessarily like to “follow
the rules”. So being able to create
what my version of what fashion
was is how I really developed what
my brand is today.
As a fashionpreneur, how are you differently, or change is building my
helping people ind clarity and presence outside of St. Louis
direction in the industry?
One example of this is really
promoting the “fashion expert” and
move away from the in luencer
culture. I believe social media has
forced many of us to become the
content creators and in luencers we
don't want to be, and many of us
have a wealth of knowledge in so
many different niches in fashion.
We need more experts that can
share their knowledge and
experience, even when the day
30
comes that social media is not
bene icial to us anymore, and this is
one of the areas I focus on when I
work with multifaceted
fashionpreneurs.
What does a day in the life of AK eventually weed out what we know
Brown look like? How do you of as fast fashion. If there's a certain
Each day is different because of
everything I am involved in. A lot of
my days consist of meetings and
consultations, as well as lecture
series and panel events. Some days
may consist of creating content for
my magazine, and some days
consist of blogging on my website. I
learned after getting my master's
that I need at least 2 days to myself
and my daughter. Sundays usually
are my clean up days and relaxation
days, and Mondays are my “let's get
organized” days.
Looking at your journey as an
entrepreneur, what would you Finally, what does the future look
have differently if you were to like for you and your brand?
start again?
The only thing I would do
sooner. Part of my brand is to bring
visibility to the wonderful things
happening in St. Louis' fashion
industry, but my fear held me back
from traveling early on or making
connections outside of my city, and
I now know how bene icial it could
have been for my efforts and bigger
goal.
With new technologies and
innovations entering the market,
what do you think is the future of
the fashion industry?
Sustainability and entering into the
digital second world. Sustainability
is something that you'll see come
down the pipeline as bills and laws,
something that should have been
done years ago. I think this will
level of ethics, backed by law, put
piece of clothing can be made, the
price will go up and it will take
longer to make.
With AI technology, you now have
the capabilities to try on fashion
and even wear fashion in another
world. There are also other ways
besides the classic factory to make
clothes, which circles back around
to the idea of fashion being
inclusive and giving other designers
and brands opportunities to create
product in a way that makes sense
for them.
What are you most excited
about?
I sometimes don't like to speak of
the future because, as we know, the
future is unpredictable, but I am
hoping my future includes the
growth and progression of my
studio brand and non-pro it, as well
as continuing to be seen as The
Fashion Connector that I am.
Whatever the future holds, I just
hope fashion is involved.
E X E L E O N M AG A Z I N E
W W W. E X E L E O N M AG A Z I N E . C O M 31
 - Amy Sanchez -
Executive Career & Leadership Coach

34 E X E L E O N M AG A Z I N E

“I SWIM
AGAINST THE CURRENT”
W hat according to you makes one
a transformational leader? How
do you integrate the same
thought into your leadership?
A transformational leader is one who is
operating with a positive mission at the
forefront of their decision making. They lead
from a place of trust and motivate their
people through encouragement and coaching,
while keeping the mission of the organization
front and center.
Many times, corporate leaders will come to
me for coaching when they feel burnt out,
disengaged, or just generally seeking more
ful illment. One of the ways I help them
realign and rediscover an inspiring path
forward is by helping them identify and
connect with their values, their purpose, and
an inspiring vision of how they want to show
up as a leader. When they go through this
work, they are more able to open themselves
up to the potential of transformational
leadership.
W W W. E X E L E O N M AG A Z I N E . C O M
IN – FOCUS
Talk to us about your growing up years.
What is your earliest memory as a
leader/entrepreneur that you remember?
My irst job out of college, I applied to
become a pharmaceutical sales rep and didn't
get the job. Determined to reapply once I had
some tangible results, I took a role doing
inside sales, matching travel nurses to short-
term hospital opportunities. It involved a lot
of cold calling.
We had a “power hour” of cold calling daily. A
lot of my peers dreaded this hour, but I loved
it. I had already done a fair amount of travel
at that time and, instead of selling the job or
hospital, I would leave a message painting the
image of the travel experience and
excitement of change. My peers would largely
leave a canned message on an answering
machine (I'm dating myself here). I ended up
becoming the top sales rep- I learned early to
connect to the emotion and experience
instead of focusing on the product. I also
learned I love helping people create change
for the better.
35
IN – FOCUS
What prompted you to become a engagement as an opportunity to
coach and help corporate spread more positivity throughout
leaders and executives?
The insight I gained about my
passion for helping others was
reinforced when I eventually did
get a role as a pharmaceutical sales
rep. From there, I got my MBA and
transitioned into marketing
because I'm a big-picture person
and enjoy strategic thinking. My
last role before becoming a coach
was working for a company who
was thin on employees but
growing like gang busters. I put
everything I had into that job,
worked long hours and was on an
airplane almost every other week.
When I announced I was pregnant,
they told me in order to keep my
job, I had to move to the home
of ice and pay out of pocket. That
experience forced me to reexamine
how I was spending my days and I
had a hunch that if I was
experiencing the dark side of
corporate, others were too. But I
knew there was a different/better
way to treat people. So I decided to
lean into what I loved and was
intuitively good at- helping others
create positive change in their lives
to increase the level of ful illment-
and impact- for themselves and
others. I work with executives
because I thrive when I'm working
with smart, motivated people who
have the ability to create large
amounts of positive change, both
through the people they in luence
and through their company's
efforts. I see every client
36
the corporate space and help
propel leaders to be able to solve
big problems that will improve the
planet.
What was the idea that led to the support person).
formation of Swim Against the
Current? What was the idea Looking back at your journey,
behind its name?
I wanted a name that embodied
what I do, how I do it, and felt
personal. As it relates to what I do
and how I do it - Swim Against the
Current is about inding your
authenticity so you can be
reinspired and empowered to ind
your path forward- even if it looks
different than everyone else's and
the path you were previously on.
I also work with companies and
the purpose of my work with them
is increase the vibration of leaders
and the corporate workspace so
they can improve productivity,
ef iciency, and make a greater
impact.
From a personal standpoint, water
is very healing for me- it's where I
go when the world gets to be too
much. (Healing and time and space
to acknowledge where one is is the
irst step towards change). I'm also
a Pisces so the ish analogy it well.
Being the Founder and CEO, largely set up to incentivize
what role do you play in the day-
to-day proceedings of the However, the way in which we do
company?
Everything. I make every decision
for the company. I do have
incredible support people who are
an important part of allowing me
to focus on the work I enjoy the
most (an admin, a marketing
agency, a lawyer, and a website
what would you have done
different when starting out?
This one is hard because I believe
everything happens for a reason.
Perhaps I would have been less
harsh on myself to igure it out and
grow quickly but that's a theme
throughout my life that I
continuously work on.
What would be your advice for
aspiring and emerging leaders
and executives in today's work
environment?
Take time to really understand
yourself, what makes you tick,
what you need to operate at your
peak, and what your core values
are. When you have a solid sense of
self and recognize/give yourself
credit for what you bring to the
table, you have a greater capacity
to serve others. This will also
enable you to navigate your career
with more intention.
Also, the corporate structure is
reaching company revenue goals.
E X E L E O N M AG A Z I N E
 IN – FOCUS

that is often overlooked, both from

an incentive and training
standpoint. Focusing on task
completion solely will only get you
so far.

To really thrive as a leader and as a

person, pay attention to how you
treat yourself and others. That is
the true measure of the value of a
person. And when you love and
respect yourself, you will have
more capacity to focus on the
bigger picture and a greater ability
to trust others (which is at the crux
of good leadership and ability to
in luence).

Finally, what does the future

look like for you and Swim
Against the Current?

There are many exciting things

brewing! Over the past couple of
years, as I've successfully helped
leaders transition into new roles,
they've brought me back to do
executive coaching and team
building workshops, so that arm of
my business continues to grow,
along with the executive career
coaching.

I know I will continue to support

corporate leaders but the way in
which I do that continues to
expand as more success stories
come from Swim Against the
Current (as of now, I've helped
over 200 corporate leaders
successfully make positive career
changes and transitions from
companies like Johnson and
Johnson, Pinterest, Samsung,
Google, P izer, and the list goes
on…) I know that the key to my
future is continuing to stay
connected to my purpose and
serving my clients to my full ability.
That won't change!

W W W. E X E L E O N M AG A Z I N E . C O M 37
IN – FOCUS
Seizing Every
Opportunity
Akvile DeFazio
S ometimes the most incredible things
happen to us when we least expect
it. Embracing these happy accidents
enable us to seize opportunities that is not
only ful illing but also life-altering.
For Akvile DeFazio landing an ecommerce
marketing internship without any prior
experience or degree in marketing and
communications was that opportunity.
She embraced this opportunity, overcame
adversities, found her direction, and then
leveraged this into her long-term vision.
Today, she is the Founder and President of
AKvertise, a remote advertising agency.
In this Exclusive Interview, Akvile unwraps
her journey, talks about marketing, and
much more.
What according to you makes for a subsequently your foray into the digital
38
transformational leader? How do you
integrate the same thought into your
leadership?
Being an honest person, with a vision, that
takes calculated risks, is intuitive but also
uses data to inform decisions, is organized,
inclusive, a strong communicator and
equally, a listener, and is future-forward
thinking are a few characteristics that
make for a transformational leader. Those
and some other qualities have led me to
where I am today with my business and
have guided me through life. While we're
all works in progress, it has helped me to
connect with and observe other leaders I
respect and admire to learn from them as
well.
Talk to us about your growing up years.
What prompted your interest and
E X E L E O N M AG A Z I N E
 IN – FOCUS

Founder & President

Akvertise

W W W. E X E L E O N M AG A Z I N E . C O M 39
IN – FOCUS
marketing space? hypotheses as to why and what we want to do next in
It's far from a linear journey, but in summary, I wanted
to pursue a creative yet helpful career since I was a
child. But as Lithuanian immigrants in North America,
with few belongings, escaping the Cold War, my parents
encouraged me to go into medicine as it was a secure
ield.
I eventually went into physical therapy but felt like I did
it for the wrong reasons. I then applied for an
ecommerce marketing internship and landed it as the
“wild card” that was the only applicant that didn't have a
marketing, communications, or business degree.
I have a bottomless bowl of gratitude to this day for that
opportunity. I later got hired full-time, but the 2008
recession hit and pay cuts were implemented and my
school loans kicked in. I then went on to work at other
in-house brands ranging from outdoor gear/apparel to
pet insurance, publications, and global conferences.
Eight years ago, I felt stagnant and yearned for more
authority and responsibility, so I decided to take the
leap and start my own advertising agency. I wanted to
work with more brands and help them achieve their
goals utilizing and expanding upon my expertise that I
had gained through my prior experiences. As we
celebrate eight years in business this year, it feels
incredibly ful illing to be able to have accomplished the
creative, helpful, and secure career and lifestyle I had
wanted for decades and worked towards.
As the President of AKvertise, what role do you play Every business needs marketing and advertising
in the day-to-day proceedings of the company? services be it in-house or through an agency, and there
We are intentionally a small company, as we continue to
be nimble yet mighty as specialists in our ield, so I am
very much intertwined with the business, our accounts,
and client relations on a daily basis. Developing new
relationships is something I enjoy and do successfully,
as is putting together strategies for client campaigns.
After all, my name is in the business, and I aim to remain
a pillar of it.
What is the approach/process followed by you to What would be your advice for aspiring and
ensure optimal client satisfaction?
Being proactive about sharing what is going well and
equally what campaigns are not performing well, with
40
order to improve performance. Being forthcoming is
honest and helps strengthen relationships. Hiding
information is not the business we are in, and I'm
pleased to say that in our eight years, we have not yet
been ired, so I hope that speaks to our caliber of work
and the relationships we build.
Looking at your journey, what would you have done
differently if you were to start again?
I would have worked at an agency before launching my
own as I had a very steep learning curve by not having
had that experience. I enjoyed being the only advertiser
on the team working in-house but later realized it
limited my periphery of trends and insights, whereas
agencies have more visibility with access to more
accounts, industries, platforms, and features. Having
had in-house and agency experience would have been
invaluable.
In order to survive in today's cutthroat marketing
world, what do you think is essential for businesses
to follow?
While the marketing industry is quite vast and
competitive in certain ways, I have found that it's the
opposite of cutthroat. It's been an incredibly welcoming,
collaborative, knowledge, and resource sharing
community. There is competition, but for the most part,
it's friendly and there is more than enough work to go
around for everyone to be successful.
are more businesses than agencies in the world. In
terms of what's essential for success, marketers need to
be visible by being active online, sharing their
challenges and their successes, create content that is
informative, helpful, and insightful, and as long as
people know who you are, what you specialize in, how
you can help them accomplish their goals, and if you are
genuine in your efforts and intentions, business will
come your way through your efforts.
emerging business leaders?
Read leadership and psychology books so you can better
understand others, what motivates them, and how to
E X E L E O N M AG A Z I N E
lead and grow teams and businesses. It also would be
bene icial to connect with other leaders, learn from
them, work with them, read about their work, and don't
hold back to ask if you can shadow them for a day. I
wouldn't be where I am today with my own business if it
weren't from having friends, mentors, and contacts.
Leveling up your professional circle will help you also
level up your own abilities.
Finally, what does the future look like for you, both
personally and professionally?
W W W. E X E L E O N M AG A Z I N E . C O M
It is plentiful in contentment and ful illment. While
balance is constantly in lux, I am building a life and
business that allows me to support my family, have the
many freedoms I want and need when it comes to time
and inances, while also mutually helping our clients
and my own business succeed.
41
 Creatin
Written by Ter

T o change the world, even just one corner of it, you can't
do it alone. You need a strong, collaborative network.
Often, however, when we attempt to work with others to
achieve a common goal we end up in power struggles,
negotiations and entanglements that can sap our energy and
leave us frustrated and falling far short of our ambitions.

Alignment, as we de ine it, offers a different path. Instead of

inding a common goal to rally around, alignment depends on
inding a common purpose. A goal is an external objective. A
purpose is internal; it is about values and vision. Finding a
common purpose transcends speci ic objectives and creates a
bond that makes you feel part of the same tribe or team as your
collaborators.

The TV show Survivor is a great example of what happens when

people only have a common goal. Season after season we watch
alliances form with the mutual goal of making it to the “ inal
ive” or the “ inal three” on the show. Yet because the ultimate
goal is for an individual to win over all others, these alliances
almost always break down. Somebody wants to get the jump on
the rest and betrays the group.

A common goal is a means. A common purpose is an end.

44 E X E L E O N M AG A Z I N E

ng Alignment
resa Erickson and Tim Ward
Contrast the Survivor type of alliance with one of
the most famous cases of alignment the world has
ever known: The Battle of Thermopylae, which was
made into a Hollywood ilm, 300. This historic event
is considered one of the greatest displays of
courage in the face of overwhelming odds – and its
outcome decisively altered the course of history.
In 480 BC the Persian emperor Xerxes invaded
Greece, determined to add it to his vast empire. A
massive army, estimated at 100,000 men, marched
on Athens and central Greece from the north. But to
reach their goal, the Persians were forced to travel
through a narrow pass at Thermopylae. For two
solid days, a band of 300 Spartan warriors blocked
the pass, holding at bay the entire Persian attack
force. Ultimately, the Persians defeated the 300, but
the fortitude of the Spartans who died at
Thermopylae inspired the Greeks. Although they
lost the battle and Athens fell, the Greeks refused to
surrender. Later that year they won two stunning
victories. Xerxes retreated, and most of the defeated
Persian forces died of disease and starvation as
they led from Greece.
W W W. E X E L E O N M AG A Z I N E . C O M
EXELEON EXCLUSIVE
Had the Greeks lost heart, there would have been
no golden age of Athenian democracy with all it has
given to the world – elected leaders, the birth of
reason, dramatic theater, trial by jury, free speech
and universal public education of citizens.
To the 300 Spartans, their aligned vision of a free
Greece was worth dying for. We might say
alignment creates a common purpose worth living
for.
When we teach alignment to our clients, we do it at
the end of a six-day Master Communicators
program. This is because to effectively create
alignment you need to know just about every other
skill in this book, including messaging, authority,
rapport, framing, vision and storytelling. Here are a
few additional techniques your can easily use to
increase your ability to align yourself with others:
FIND THE RIGHT PEOPLE
Your existing network is your best resource.
However, people often don't see their network. It's a
45
EXELEON EXCLUSIVE

sort of hazy web hanging in space. To concretize this web, take a

large sheet of paper, draw a small circle in the center with your
name in it. If there is a particular purpose you are working
towards, like moving a project, program, or piece of legislation
forward, write that on the top of the page. Now you can map your
network: draw lines connecting you to others in your work or
personal life. Next, take a colored pencil or marker and use that
color to connect you with those on the alignment map who could
help you achieve your goal in any way. It could be that some names
on your map are bridges to other networks of in luence.

The result will probably look like the sort of diagram you see in
detective shows on TV – with a murder victim connected to dozens
of potential suspects and witnesses. It doesn't matter if your
diagram looks messy or chaotic; creating the display so you can
visualize it is what counts.

If you are focusing within your company, get hold of an

organizational chart. Circle your name, and then connect it with
others with whom you have a connection within the organization.
You can use different colors and thicknesses of lines to indicate the
strength of the connection, whether is personal or professional, etc.

Here are two lessons some of our participants learned through this
exercise:

One thought leader we worked with was attempting to in luence

several governments across South America to forge an economic
policy agreement. She needed to align with others with a similar
vision: individuals who would be willing to use their in luence to
get the key decision makers to sign off on it. By simply diagraming
her relationships she quickly realized there were three people she
knew in Washington DC who could help her – and in fact, she knew
one of them would be meeting with a visiting South American
president the following week. But it had never occurred to her to
think of asking for his support on this issue.

Another example was a woman we worked with who was in

charge of strategic communications within her organization. She
wanted to map the relationships between her unit and the rest
of the organization. She was astonished at the result. It revealed
that her team had very strong relationships with two thirds of
the organization, but very few lines connecting them with the
inal third – and she had always wondered why this department
was so unresponsive to her strategic initiatives! Here's a
simpli ied example of one of these maps:

46 E X E L E O N M AG A Z I N E
There's an additional level you can
add to this if you are looking to
connect with speci ic in luencers.
It's similar to the concept of “Six
Degrees of Separation.” This is the
theory that we are potentially
connected to everyone else on the
on the planet by links of no more
than six people. The “Kevin Bacon
Game” best illustrates this
principle. How many people would
it take to connect you to Kevin
Bacon? You probably know
someone who knows someone who
knows someone famous in
Hollywood, and that person would
know Kevin Bacon. That would be
W W W. E X E L E O N M AG A Z I N E . C O M
four degrees of separation between burst of energy, like an atomic
you and Kevin Bacon. Diagramming fusion reaction. It is as if we
your relationships can help you ind intuitively sense not only the great
the best route to connecting with potential of aligning ourselves with
key people you might want to others, but also that this use of our
create an alignment with. energy will bring us some kind of
joy. You “click” with them, and that
CONNECT AROUND SHARED sense of “clicking” is the sound of
VALUES AND VISION connection. When people ind a
sense of common purpose, they will
Here's where rapport, vision, work long and hard together, often
framing and storytelling all come without any thought to inancial
into play, especially if you are reward.
reaching out to people you don't
already know. When we ind If you are meeting someone in
someone with a common vision and order to gauge the potential for
values, there's this tremendous alignment, it is important to listen
47
EXELEON EXCLUSIVE

to the stories they tell, the heroes they describe, and
the metaphors they use. These reveal what
philosopher of psychology Shai Tubali calls the
primal narrative. These are the stories we tell
ourselves about how life is, and about inding our
place in the world. 1
For example, someone who uses sports metaphors
and tells stories about big wins or losses in life
might have a primal narrative centered around
competition. If you have a similar af inity for
competition, this might spur the two of you to want
to join the “same team” in some common endeavor.
The purpose is to see if you can ind a common
value. This will allow you recognize each other as
belonging to the same tribe. As soon as this happens,
a sense of “in group” identity gets created which
becomes the basis for collaboration.
we changed our tactics. Instead of describing the content of
our programs, we led with our passion for creating
transformation through communications. This resulted in
a remarkable shift. We found ourselves working much
more with leaders who shared our passion.
When you “click” with someone around shared values and
vision, you ind yourselves searching for ways to
collaborate. How can you do this most ef iciently?
COMPROMISE
Compromise seems negative to many people. It implies a
power struggle: giving up something in order to get
something. In work and personal relationships we often
approach compromise like negotiators seeking to
maximize our gain and minimize our loss. But when it
comes to alignment, compromise means something

Similarly, if you are seeking to connect with others,

think about what you value as ends in themselves.
What stories do you tell that reveal your passion and
vision? As we were mastering this concept ourselves
several years ago, we realized we were not doing as
good a job as we could at engaging new clients
around the courses we were most excited about. So

different. It goes back to the Latin root of the word, which

implies a “com” – meaning “together” – and “promise,”
meaning to “send forward”. So compromise can be
considered a “sending forward together, ” which is a great
de inition of alignment.

Mature compromise is not a power struggle. Instead, you

can acknowledge that the other person has a strong and
independent will. In fact, you want that other person to be
as powerful as possible. You also want them to stay different
from you, because that difference brings different skills and
resources, and makes you more powerful when aligned.
Think for example of the comic-book heroes, The Avengers.

48 E X E L E O N M AG A Z I N E
 Iron Man, Thor, Black Widow – each brings their unique power to
the team, which is what makes them strong.

Compromise, then, can be a way of working together that allows

each of you to maximize your strength. Sometimes this means
yielding to each other when there is con lict. Sometimes it means
being willing to hold the tension of different views until you can
ind a way forward.

We often do this ourselves when we create a new course. Tim, with

his background as a non- iction author, relishes complexity. Tim
prefers to design course modules that contain a comprehensive
theoretical explanation so participants can understand how
fascinating these ideas are, and where they come from. As a
former radio host and editor, Teresa is attuned to the ease with
which a listener will be able to grasp content. To her, shorter is
almost always better. Information should be practical, and any
theoretical content must be followed with an example of its
application. We've learned that when we value each other's
perspective more than getting our own way, we come up with
something better than either of us could have designed on our
own.

One of the most amazing organizations we've worked with that

puts alignment into practice is an NGO based in Washington named Machik.2 This is a group that
works with Tibetans inside Tibet on education, environmental, and social issues across the plateau.

Once a year they bring together Chinese policy researchers from Beijing with respected Tibetan
community and civic leaders for a unique discussion and exchange on the challenges of governance
in Tibet. Previously these two groups never interacted. Most people are aware that these are
uncertain times in Tibet. Yet the people who come together for this dialogue have forged a bond and
commitment around the vision of a peaceful future for Tibet.

In sum, alignment multiplies your ability to create transformation. The truth is, most people in the
world follow their own desires, and often this push and pull us in different directions, so that the
overall result is not momentum towards a particular goal, but a global inertia. You could even
conceive of society as like a giant hot air balloon or loating blimp. It's vast, but motionless.
However, if you blew on it from one direction with enough people and sustained force, sooner or
later the balloon would respond to the pressure and begin to move in the direction you push it.

That's the power alignment can create. It's a force that can change the world.

---------------------------------------------------

This is an excerpt from the Chapter 18 of The Master Communicator’s

Handbook written by Teresa Erickson and Tim Ward.

Used with Permission from the Authors

W W W. E X E L E O N M AG A Z I N E . C O M 49
IN – FOCUS

Cyndie
Martini
Guiding Generations by
Setting an Example

I n the business world, it is extremely

rare to see entrepreneurs with a
mindset that allows them to
prioritize their customers above
everything else. It is with this intention
that multiple businesses witness high
scalability in their early days. However,
as years progress, focus shifts, causing
many to lose track and subsequently fail.

Cyndie Martini, the President and CEO

at Member Access Processing, is one of
the rarer few, who continues to prioritize
customer success above all and stands
out as an inspirational leader.

Inception in Retrospect
Cyndie Martini,
From the beginning, Member Access President & CEO,
Processing has been about helping credit Member Access Processing
unions successfully compete in the
marketplace. While working at the

50 E X E L E O N M AG A Z I N E

W ashington Credit Union League, Cyndie Martini
was given an opportunity to provide card
processing solutions that would aid their
affiliated non-profit financial institutions. Upon
development of a Request for Proposal (RFP), Cyndie
evidently noticed the need for an alternative solution. Quick
to see the opportunity, she approached her supervisor with a
business concept, which soon turned into a business plan
outline. Following that, she received the board approval,
leading to the inception of Member Access Processing.
While the initiate started without clients or funding, MAP
was formed with an unwavering passion to provide card
processing services to their credit unions in a way that
mattered.
One Step at a Time
Cyndie Martini, throughout her journey, has proven that
every opportunity, no matter how small or big, must be
taken up with due diligence and ingenuity.
Cyndie strongly believes vision and humility to be a
leader's best traits. Recognizing these within herself, she
says, “You need vision so you can lead and humility so you
can listen and learn. I have an amazing and diverse
leadership team. Remaining humble allows me to stay
focused on their contributions, results and successes.”
With an unwavering belief within herself and the ability to
think big, Cyndie Martini became the leader of the only
aggregator of the Visa Debit Processing Service platform
for credit unions. With a goal to ensure growth and
profitability, Cyndie also highlights her primary focus upon
the long-term viability of the company for all its
stakeholders.
To further emphasize on her role as the President and CEO
of the company, she adds, “It is my responsibility to
safeguard our future and advance a culture and
organization poised and prepared to meet the needs of our
board, employees and clients.”
The Present Moment
Since its inception in 1998, Member Access Processing has
grown to be a leading firm in market, achieving great feats
in its 22 years of history. MAP is the only aggregator of
Visa Debit Processing Service platform for credit unions in
W W W. E X E L E O N M AG A Z I N E . C O M
IN – FOCUS
Looking back, excellence
across all areas of the
company was very important
to me. It still is today. But,
you cannot be all and
everything to everyone.
the U.S. It offers state-of-the-art card processing from Visa
and additional strategic partnerships to support all EFT
processing needs for credit unions. These processes include
ATM terminal driving, debit, credit, prepaid and virtual
card processing, network gateway processing, web-based
technology, as well as mobile commerce.
Shedding light on the growth trajectory of MAP, Cyndie
states that a singular focus on client success through
provision of qualitative services has been foundational.
Providing solutions, products, and services that elevate the
client's success prove key to one's own organizational
success. “We measure with our clients regularly to ensure
our service and solutions achieve their goals,” she
elaborates.
Lessons Learned Along the Way
As the leader of a credit union-centric organization, Cyndie
Martini shares some insights she learned along her journey.
Her ability to choose not to accept anything that will hold
her back from achieving her goals or true potential has
enabled her both personal growth and the opportunity to
define her own path.
She candidly shares how her early days at the Washington
Credit Union League have helped shape her work ethic.
“It's been exciting, challenging, fun and rewarding. The
joyfulness has come from working with our leadership team
51
IN – FOCUS
Evaluate regularly and
ask yourself if you are
being true to your goals
and yourself along the
way.
and our clients. Also, the opportunity to bring to new
prospects a service and partnership that is genuinely
aligned with them culturally and our offerings,” she said.
Adding further on how it has helped her define the work
ethic at MAP, she says, “Our value is centered on providing
payment products and services to a unique market, credit
unions. I believe we understand credit unions more
intuitively than our competitors. Our goal is to focus on
each client individually, their portfolios, revenue and
membership objectives, IT systems, internal teams and
community. It's a mindset, a passion that we live out every
day.”
When asked about one of her biggest learnings in her career
journey so far, Cyndie stated that while excellence across
all areas was important to her, it is impossible to be all and
everything to everyone. Even though excellence still holds
major importance to her today, “I have learned from
experience that you need to know where to look for and find
the right resources to produce your vision. Today, I'm much
52
better positioned to flourish by bringing on talented
individuals who contribute in amazing ways,” she adds.
Thought Meal for Young Minds
Reflecting on her experiences Cyndie shares her thoughts
on how young women entrepreneurs must approach their
businesses. According to her, thinking big and setting high
expectations is vital. Apart from that, she also states that
building for such success on the front end from the
beginning is necessary. “Evaluate regularly and ask
yourself if you are being true to your goals and yourself
along the way,” she suggests.
Belonging to a SheEO group, Cyndie also emphasizes on
the importance of positivity and women supporting each
other. “As professionals, we give up so much of ourselves at
home, work, and community. We need the power of positive
words to nurture our individuality — to speak wisely and
remove the negative from our lives,” she adds signifying the
need for a positive mindset.
The Path Ahead
With a clear vision, Cyndie shares her excitement regarding
what the future holds for both, Member Access Processing
as well as herself.
In response to where she sees herself in the coming years,
she candidly adds, “I'm very pleased to be leading this
team, guided by our Board's vision, on a trajectory paced
for swift growth. On a personal front, I believe leaders have
a responsibility to share, when appropriate, all that they
can to support others in their careers and on their career
paths.”
E X E L E O N M AG A Z I N E
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