{"id":7083,"date":"2022-03-15T10:40:04","date_gmt":"2022-03-15T10:40:04","guid":{"rendered":"https:\/\/www.wework.com\/en-GB\/ideas\/?p=7083&#038;preview=true&#038;preview_id=7083"},"modified":"2022-03-31T15:08:21","modified_gmt":"2022-03-31T15:08:21","slug":"for-one-wework-member-elevator-rides-opened-new-doors","status":"publish","type":"post","link":"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/for-one-wework-member-elevator-rides-opened-new-doors","title":{"rendered":"For one WeWork member, travelling in the lift opened new doors"},"content":{"rendered":"\n<p>A few years ago, <a href=\"https:\/\/www.linkedin.com\/in\/7sws\">Kevin Freidberg<\/a>, founder of <a href=\"https:\/\/7sws.com\/\">7-Second Websites<\/a>, joined an online writers group. The Minneapolis copywriter had been working from home for nearly a decade and was really missing a sense of <a href=\"\/en-GB\/ideas\/professional-development\/how-to-create-connection-and-community-in-remote-teams\">community<\/a>. \u2018When you work full-time, you just get everything, including help, ideas and inspiration. When you&#8217;re by yourself, you realise that goes away,\u2019 Freidberg says.<\/p>\n\n\n\n<p>To further build his community, Freidberg joined <a href=\"https:\/\/www.wework.com\/en-GB\/buildings\/729-n-washington-ave--minneapolis\" href=\"https:\/\/www.wework.com\/en-GB\/buildings\/729-n-washington-ave--minneapolis\">WeWork 729 N Washington Ave<\/a> in 2019. He started out working at a <a href=\"https:\/\/www.wework.com\/en-GB\/solutions\/wework-all-access\" href=\"https:\/\/www.wework.com\/en-GB\/solutions\/wework-all-access\">hot desk<\/a> in a <a href=\"https:\/\/www.wework.com\/ideas\/workspace-solutions\/flexible-products\/five-tips-for-a-collaborative-workspace\">communal space<\/a> and quickly realised how much he enjoyed the sense of structure and the <a href=\"\/en-GB\/ideas\/professional-development\/how-to-keep-home-and-work-separate-while-working-remotely\">separation between work and home life<\/a> that came with being a WeWork member. 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id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n            <nf-fields><\/nf-fields>\r\n        <\/script>\r\n\r\n        <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n            <nf-cells><\/nf-cells>\r\n        <\/script>\r\n\r\n        \n\n\n<h2  id=\"finding-conversation-starters\"class=\"wp-block-heading\"><strong>Finding conversation starters<\/strong><\/h2>\n\n\n\n<p>At that time, Freidberg had recently become certified in a type of copywriting called <a href=\"https:\/\/storybrand.com\/\">StoryBrand<\/a> \u2013 a framework for clarifying your business&#8217;s mission statement \u2013 and was a copywriter for different brands. He decided to prop up the StoryBrand book behind his laptop while working, so people could see it when they walked by, as a way to spark conversation and meet new people. \u2018That was my first way of saying, \u201cHey, come talk to me. I\u2019m here,\u201d\u2019 he says.&nbsp;<\/p>\n\n\n\n<p>It turned out to be an effective conversation starter. \u2018People started coming up to me, saying, \u201cHey, I read that StoryBrand book. Is it cool? Does it work?\u201d\u2019&nbsp;<\/p>\n\n\n\n<p>Those conversations led to coffee chats \u2013 and Freidberg made his first group of friends that way \u2013 friends he\u2019s still connected to and with whom he has weekly lunches.&nbsp;<\/p>\n\n\n<div class=\"image-collage image-collage--hide-numbers\">\r\n    <div class=\"image-collage__wrapper image-collage__wrapper--vertical_2_horizontal\">\r\n      \r\n        <div class=\"image-collage__big-image\">\r\n        \r\n          <div class=\"image-collage__item-wrapper\">\r\n            <div class=\"image-collage__item-container ray-image--1by1\">\r\n              \r\n              <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"810\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/Vertical-template-copy_v1.jpg?fit=900%2C810&#038;resize=900%2C810\" class=\"image-collage__image-item\" alt=\"\" \/>\r\n            <\/div>\r\n          <\/div>\r\n\r\n        <\/div>\r\n\r\n      \r\n        <div class=\"image-collage__small-images\">\r\n        \r\n          <div class=\"image-collage__item-wrapper\">\r\n            <div class=\"image-collage__item-container ray-image--16by9\">\r\n              \r\n              <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_045_v2-scaled.jpg?fit=1440%2C810&#038;resize=1440%2C810\" class=\"image-collage__image-item\" alt=\"\" srcset=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_045_v2-scaled.jpg?w=2048 2048w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_045_v2-scaled.jpg?w=400 400w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_045_v2-scaled.jpg?w=800 800w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_045_v2-scaled.jpg?w=1120 1120w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_045_v2-scaled.jpg?w=1440 1440w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_045_v2-scaled.jpg?w=1536 1536w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n            <\/div>\r\n          <\/div>\r\n\r\n        \r\n\r\n      \r\n        \r\n        \r\n          <div class=\"image-collage__item-wrapper\">\r\n            <div class=\"image-collage__item-container ray-image--16by9\">\r\n              \r\n              <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_025_v1-scaled.jpg?fit=1440%2C810&#038;resize=1440%2C810\" class=\"image-collage__image-item\" alt=\"\" srcset=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_025_v1-scaled.jpg?w=2048 2048w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_025_v1-scaled.jpg?w=400 400w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_025_v1-scaled.jpg?w=800 800w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_025_v1-scaled.jpg?w=1120 1120w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_025_v1-scaled.jpg?w=1440 1440w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_025_v1-scaled.jpg?w=1536 1536w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n            <\/div>\r\n          <\/div>\r\n\r\n        <\/div>\r\n\r\n          <\/div>\r\n    <div class=\"image-collage__collage-caption\">Freidberg makes use of all the available workspaces that WeWork offers, including common spaces and phone booths.<\/div>\r\n  <\/div>\r\n\n\n\n<p>But that wasn\u2019t Freidberg\u2019s only get-to-know-me strategy. He also decided to start a new conversation each time got in a lift in the building. He\u2019d ask what the person did for a living, but when it came time to share his own work, he found it wasn\u2019t easy to explain in a few seconds. When he\u2019d share that he did a combination of writing and marketing, he\u2019d receive a half-hearted \u2018that\u2019s interesting\u2019 response. Freidberg was determined to get his pitch right. He wanted people to know quickly \u2013 in a few seconds or less \u2013 what he does. The lift was his training ground.&nbsp;<\/p>\n\n\n\n<p>After a few months of experimenting with different phrases when travelling in the lift, one day he found himself saying: \u2018I write websites\u2019. It was simple and to the point, and it stuck. Freidberg could be talking to anyone, with the door to their floor about to open, and if they asked him what he does, he\u2019d be able to say it before they stepped onto their floor.&nbsp;<\/p>\n\n\n\n<h2  id=\"helping-others-with-what-they-want-to-say\"class=\"wp-block-heading\"><strong>Helping others with what they want to say<\/strong><\/h2>\n\n\n\n<p>Freidberg soon gained a reputation at WeWork as the guy who writes websites. \u2018For some reason, 80 per cent of the time they\u2019d say, \u201cOh, we need a website,\u201d\u2019 he says of the people he spoke to. \u2018Sometimes they\u2019d make me come onto their floor and talk and we would end up getting together later to talk business.\u2019&nbsp;<\/p>\n\n\n\n<p>Shortly after that, Freidberg was travelling in the lift with another WeWork member who told him she runs a mental health startup that deals with depression. In turn, he shared that he writes websites, adding that he\u2019d dealt with depression himself. \u2018And she pulled out her phone and goes, \u201cIs next Tuesday good? I\u2019ve got 4 o&#8217;clock,\u201d\u2019 he recalls. \u2018I was like, \u201cYeah, that&#8217;s great.\u201d\u2019<\/p>\n\n\n\n<p>Freidberg lights up when he shares this story \u2013 it\u2019s a favourite. \u2018That was the first really big deal I got to close at WeWork,\u2019 he says. \u2018I still work with this company and they&#8217;re terrific.\u2019<\/p>\n\n\n\n<p>Freidberg is fascinated by people and what they do for a living. He is also the kind of guy who seems to know everyone. So when he landed on his perfect elevator pitch, it seemed natural for him to share his technique with others so they could do the same. His process became the basis for the first workshop he held at <a href=\"https:\/\/www.wework.com\/en-GB\/labs\/\" href=\"https:\/\/www.wework.com\/en-GB\/labs\/\">WeWork Labs<\/a>, where he helped participants learn to tell people what they do in seven seconds or less.&nbsp;<\/p>\n\n\n\n<p>Only one person showed up for his first workshop: a WeWork <a href=\"https:\/\/www.wework.com\/ideas\/community-stories\/employee-spotlight\/welcoming-members-back-to-the-office-in-creative-ways\">community manager<\/a> who needed the help. Freidberg dived in, and by the end of the session, she\u2019d found the words to articulate her job and her team\u2019s mission. \u2018Her face just lit up,\u2019 he says. \u2018I got addicted to taking people through this process of three questions. It&#8217;s all centred around your customer rather than yourself.\u2019 Freidberg has held many WeWork Labs since \u2013 and hopes to run more \u2013 and he still uses that first example as a template for his workshops.&nbsp;<\/p>\n\n\n<div class=\"image-collage image-collage--hide-numbers\">\r\n    <div class=\"image-collage__wrapper image-collage__wrapper--vertical_2_horizontal\">\r\n      \r\n        <div class=\"image-collage__big-image\">\r\n        \r\n          <div class=\"image-collage__item-wrapper\">\r\n            <div class=\"image-collage__item-container ray-image--1by1\">\r\n              \r\n              <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"810\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_006_v3.jpg?fit=900%2C810&#038;resize=900%2C810\" class=\"image-collage__image-item\" alt=\"\" \/>\r\n            <\/div>\r\n          <\/div>\r\n\r\n        <\/div>\r\n\r\n      \r\n        <div class=\"image-collage__small-images\">\r\n        \r\n          <div class=\"image-collage__item-wrapper\">\r\n            <div class=\"image-collage__item-container ray-image--16by9\">\r\n              \r\n              <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_041_v1-scaled.jpg?fit=1440%2C810&#038;resize=1440%2C810\" class=\"image-collage__image-item\" alt=\"\" srcset=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_041_v1-scaled.jpg?w=2048 2048w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_041_v1-scaled.jpg?w=400 400w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_041_v1-scaled.jpg?w=800 800w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_041_v1-scaled.jpg?w=1120 1120w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_041_v1-scaled.jpg?w=1440 1440w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_041_v1-scaled.jpg?w=1536 1536w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n            <\/div>\r\n          <\/div>\r\n\r\n        \r\n\r\n      \r\n        \r\n        \r\n          <div class=\"image-collage__item-wrapper\">\r\n            <div class=\"image-collage__item-container ray-image--16by9\">\r\n              \r\n              <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_017_v1-scaled.jpg?fit=1440%2C810&#038;resize=1440%2C810\" class=\"image-collage__image-item\" alt=\"\" srcset=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_017_v1-scaled.jpg?w=2048 2048w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_017_v1-scaled.jpg?w=400 400w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_017_v1-scaled.jpg?w=800 800w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_017_v1-scaled.jpg?w=1120 1120w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_017_v1-scaled.jpg?w=1440 1440w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2021\/08\/210802WeWork_017_v1-scaled.jpg?w=1536 1536w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n            <\/div>\r\n          <\/div>\r\n\r\n        <\/div>\r\n\r\n          <\/div>\r\n    <div class=\"image-collage__collage-caption\">Being in a WeWork building has helped Freidberg meet new clients.<\/div>\r\n  <\/div>\r\n\n\n\n<p>Last year, Freidberg decided to get an office of his own. His business was growing, and given the <a href=\"\/en-GB\/ideas\/professional-development\/business-solutions\/how-to-practice-social-distancing-at-work\">social distancing<\/a> requirements, it made more sense for him to have his own space.&nbsp;<\/p>\n\n\n<div class=\"related-articles-sticky related-articles-sticky--sticky-on-desktop\">\r\n        <div class=\"related-articles-sticky__holder\">\r\n            <div class=\"ray-grid\">\r\n                <div class=\"ray-grid__cell--span-full\">\r\n                    <div class=\"related-articles-sticky__header-wrapper\">\r\n                        <h3 class=\"ray-text--h3 related-articles-sticky__block-title\">\r\n                            Related articles\r\n                        <\/h3>\r\n                    <\/div>\r\n                    <div class=\"related-articles-sticky__wrapper\">\r\n                        \r\n                            <div class=\"related-articles-sticky__item\">\r\n                                <div class=\"related-articles-sticky__image-wrapper\">\r\n                                    <a href=\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/training-young-women-on-the-playing-field-of-life\" class=\"ray-image ray-image--1by1\">\r\n                                        <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1365\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/10\/AD1_5178-1-scaled.jpg?resize=2048%2C1365\" class=\"related-articles-sticky__image\" alt=\"\" srcset=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/10\/AD1_5178-1-scaled.jpg?w=2048 2048w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/10\/AD1_5178-1-scaled.jpg?resize=1536%2C1024 1536w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n                                    <\/a>\r\n                                <\/div>\r\n                                <div class=\"related-articles-sticky__container\">\r\n                                    <a href=\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/training-young-women-on-the-playing-field-of-life\">\r\n                                        <div class=\"related-articles-sticky__caption-title\">\r\n                                            Training young women on the playing field of life\r\n                                        <\/div>\r\n\r\n                                        <div class=\"author\">\r\n    By\r\n    Francesca Baker\r\n  <\/div>\r\n                                    <\/a>\r\n                                <\/div>\r\n                            <\/div>\r\n                        \r\n                            <div class=\"related-articles-sticky__item\">\r\n                                <div class=\"related-articles-sticky__image-wrapper\">\r\n                                    <a href=\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/getting-things-done-for-a-greater-good\" class=\"ray-image ray-image--1by1\">\r\n                                        <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1152\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/07\/TGF_Ghana_V2-scaled.jpg?resize=2048%2C1152\" class=\"related-articles-sticky__image\" alt=\"\" srcset=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/07\/TGF_Ghana_V2-scaled.jpg?w=2048 2048w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/07\/TGF_Ghana_V2-scaled.jpg?w=400 400w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/07\/TGF_Ghana_V2-scaled.jpg?w=800 800w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/07\/TGF_Ghana_V2-scaled.jpg?w=1120 1120w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/07\/TGF_Ghana_V2-scaled.jpg?w=1440 1440w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/07\/TGF_Ghana_V2-scaled.jpg?w=1536 1536w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n                                    <\/a>\r\n                                <\/div>\r\n                                <div class=\"related-articles-sticky__container\">\r\n                                    <a href=\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/getting-things-done-for-a-greater-good\">\r\n                                        <div class=\"related-articles-sticky__caption-title\">\r\n                                            Getting things done for a greater good\r\n                                        <\/div>\r\n\r\n                                        <div class=\"author\">\r\n    By\r\n    Jo Piazza\r\n  <\/div>\r\n                                    <\/a>\r\n                                <\/div>\r\n                            <\/div>\r\n                        \r\n                            <div class=\"related-articles-sticky__item\">\r\n                                <div class=\"related-articles-sticky__image-wrapper\">\r\n                                    <a href=\"https:\/\/www.wework.com\/en-GB\/ideas\/research-insights\/the-li-st-and-wework-spotlight-women-changemakers\" class=\"ray-image ray-image--1by1\">\r\n                                        <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1152\" src=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/05\/Danielle_Klebanow-2267_v1-scaled.jpg?resize=2048%2C1152\" class=\"related-articles-sticky__image\" alt=\"\" srcset=\"https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/05\/Danielle_Klebanow-2267_v1-scaled.jpg?w=2048 2048w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/05\/Danielle_Klebanow-2267_v1-scaled.jpg?w=400 400w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/05\/Danielle_Klebanow-2267_v1-scaled.jpg?w=800 800w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/05\/Danielle_Klebanow-2267_v1-scaled.jpg?w=1120 1120w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/05\/Danielle_Klebanow-2267_v1-scaled.jpg?w=1440 1440w, https:\/\/www.wework.com\/en-GB\/ideas\/wp-content\/uploads\/sites\/11\/2022\/05\/Danielle_Klebanow-2267_v1-scaled.jpg?w=1536 1536w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n                                    <\/a>\r\n                                <\/div>\r\n                                <div class=\"related-articles-sticky__container\">\r\n                                    <a href=\"https:\/\/www.wework.com\/en-GB\/ideas\/research-insights\/the-li-st-and-wework-spotlight-women-changemakers\">\r\n                                        <div class=\"related-articles-sticky__caption-title\">\r\n                                            TheLi.st and WeWork spotlight women changemakers\r\n                                        <\/div>\r\n\r\n                                        <div class=\"author\">\r\n    By\r\n    Ann Shoket\r\n  <\/div>\r\n                                    <\/a>\r\n                                <\/div>\r\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n\n\n\n<p>Today, Freidberg works in a sunny three-person <a href=\"https:\/\/www.wework.com\/en-GB\/solutions\/standard-office\" href=\"https:\/\/www.wework.com\/en-GB\/solutions\/standard-office\">office<\/a>, just along the corridor from a friend. He jokes it may be a bit spacious for one person, but he enjoys the extra room and the ability to host guests. Sometimes he\u2019ll invite a guest to join him for the day to work together in silence, then brainstorm during the afternoon. During work breaks, he wanders the floor, discovering new offices and finding out about other companies.<\/p>\n\n\n\n<p>Over time, as Freidberg developed more relationships with WeWork members and team and expanded his client base, the vision for his business solidified. Then he renamed his company: <a href=\"https:\/\/7sws.com\/\">7-Second Websites<\/a>. The goal? To communicate his clients\u2019 missions on their websites in seven seconds or less. Freidberg helps business owners to say what they do easily and quickly in a way that gets potential clients excited.&nbsp;<\/p>\n\n\n\n<p>As it turns out, the name has extra meaning. He initially chose it because \u2018the name felt right,\u2019 he says. \u2018Only much later, like six months later, I realised I&#8217;m on the seventh floor of 729 Washington Avenue. That was kind of cool number stuff. That feels lucky.\u2019<\/p>\n\n\n\n<p><em>Leeron Hoory is a writer based in New York City with experience covering property, politics and technology. Her work has appeared in Quartz, the Village Voice, Gothamist, Slate and Salon, among others.<\/em><\/p>\n\n\n<div\r\n  data-block_60e8695ae0589\r\n  class=\"sticky-cta align sticky-cta--bottom sticky-cta--default--bottom sticky-cta--right sticky-cta--default\"\r\n>\r\n  <div class=\"sticky-cta__copy sticky-cta--default__copy\">\r\n    <p>Rethinking your workspace?<\/p>\n\r\n  <\/div>\r\n\r\n  <div class=\"sticky-cta__button-wrap sticky-cta--default__button\">\r\n    <button class=\"ray-button ray-button--primary sticky-cta__button\">\r\n      <a\r\n        href=\"#nf-form-31-cont\"\r\n        class=\"sticky-cta__link sticky-cta--default__link\">\r\n        Get in touch\r\n      <\/a>\r\n    <\/button>\r\n  <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>What started as small talk at WeWork led one writer to establish a new company<\/p>\n","protected":false},"author":2202,"featured_media":7084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-single-default.blade.php","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1427,1435],"tags":[30,213,832],"class_list":["post-7083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight","tag-community","tag-entrepreneurs","tag-small-businesses"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>For one WeWork member, travelling in the lift opened new doors - Ideas (en-GB)<\/title>\n<meta name=\"description\" content=\"What started as small talk at WeWork led one writer to establish a new company.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/for-one-wework-member-elevator-rides-opened-new-doors\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"For one WeWork member, travelling in the lift opened new doors\" \/>\n<meta property=\"og:description\" content=\"What started as small talk at WeWork led one writer to establish a new company.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/for-one-wework-member-elevator-rides-opened-new-doors\" \/>\n<meta property=\"og:site_name\" content=\"Ideas (en-GB)\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-15T10:40:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-31T15:08:21+00:00\" \/>\n<meta name=\"author\" content=\"Leeron Hoory\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"What started as small talk at WeWork led one writer to establish a new company.\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Leeron Hoory\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/for-one-wework-member-elevator-rides-opened-new-doors\",\"url\":\"https:\/\/www.wework.com\/en-GB\/ideas\/community-stories\/for-one-wework-member-elevator-rides-opened-new-doors\",\"name\":\"For one WeWork member, travelling in the lift opened new doors - 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