{"id":4557,"date":"2019-05-21T13:00:13","date_gmt":"2019-05-21T17:00:13","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=4557"},"modified":"2020-09-03T05:52:51","modified_gmt":"2020-09-03T09:52:51","slug":"why-brutal-honesty-is-the-key-to-brand-building","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/management-leadership\/why-brutal-honesty-is-the-key-to-brand-building","title":{"rendered":"Why brutal honesty is the key to brand-building"},"content":{"rendered":"\n

Jordana Abraham, Samantha Fishbein, and Aleen Kuperman aren\u2019t the first college students to hatch a brilliant business idea on their \u200bcampus. But their brainchild, Betches<\/a>, is not just a one-of-kind outlet offering sharp, authentic, and hilarious commentary and advice for millennial women\u2014it has become a wildly popular media empire that includes three bestselling books, nine podcasts, a dating app, and more than 7 million followers across Instagram. It\u2019s a success story that proves you can make bank just by being yourself with your best friends. <\/p>\n\n\n\n

Childhood friends Abraham, Fishbein, and Kuperman\u200b\u200b graduated from high school on Long Island together before attending Cornell University, where they started Betches as a humor blog during their senior year in 2011. Eight years and plenty of accolades later, they\u2019re celebrating the paperback launch of their third bestseller, \u200bWhen\u2019s Happy Hour: Work Hard So You Can Hardly Work<\/em>\u200b, a career guide based on their popular podcast of the same name. \u200bWhen\u2019s Happy Hour<\/em>\u200b brought the Betches to a recent event at WeWork Now<\/a> in New York City to record a live episode of the podcast. Moderated by Marissa Casey Fuchs, Goop director of brand partnerships and sales and a fashion blogger herself, the Betches\u2019 reliably frank and funny conversation covered getting real about your aspirations, dealing with growing pains, and above all, trusting the power of your own voice. <\/p>\n\n\n\n

Know the difference between your passion and your purpose<\/strong><\/h2>\n\n\n\n

The Betches stressed how important it is to be thoughtful and candid with yourself when identifying what your dream job entails. \u201cJust because it\u2019s your passion doesn’t mean it\u2019s your career destiny,\u201d said Kuperman. \u201cA lot of us are passionate about things we might not be that good at. It\u2019s important to realize, \u2018\u200bI\u200b\u200bs this where my skills align?\u2019\u201d Before launching a venture, said Fishbein, ask yourself \u200bwhy<\/em>\u200b you want it. \u201cIf you feel like it\u2019s just something to save you from boredom, that’s probably not going to be successful,\u201d she said. \u201cBut if you feel like, ‘I am meant to start this business. The world needs my business,’ that should propel you to say, \u2018I can do it.\u2019\u201d<\/p>\n\n\n\n

Recognize your blind spots…\n<\/strong><\/h2>\n\n\n\n

The Betches are frequently asked how they were able to launch a multimillion-dollar company as college students without any managerial experience. The key, they explained, was as much about trusting their own strengths as learning to recognize where they had room for growth. \u201cIn the beginning, we thought we knew everything,\u201d said Kuperman. \u201cAs we got older, we’ve realized that it’s so important to ask people who know more than you or hire people who know better than you.\u201d <\/p>\n\n\n\n

…<\/strong>\u200bB<\/strong>\u200b\u200but don\u2019t let someone convince you of a blind spot you don\u2019t have<\/strong><\/h2>\n\n\n\n

The trio say they have often been underestimated. \u201cWe believed in ourselves, but there were lots of people\u2014specifically older guys\u2014who thought, \u2018We can help these young girls and make them pay for x, y, and z,\u2019\u201d explained Kuperman. \u201cSometimes we believed them, and we paid for whatever they were offering\u2014coaching services or whatever. But then we realized, actually, we don’t need their help. We can figure this out on our own.\u201d <\/p>\n\n\n\n

With their e-commerce site, Shop Betches<\/a>, Abraham said it paid to trust their own instincts rather than listening to naysayers. \u201cWe didn’t take full control, and when we saw what was being put out there, it wasn\u2019t something we were proud to attach our names to and therefore it didn’t do very well,\u201d she said of the shop\u2019s first run. \u201cWe wound up closing that down and re\u200b-\u200bopening in 2014, controlling all aspects of the process.\u201d Added Kuperman, \u201cWe thought other people knew better than we did. But\u200b,\u200b in reality, we knew our audience.\u201d <\/p>\n\n\n\n

Know that you\u2019ll have to work hard to succeed\u2014but don\u2019t lose sight of the big picture<\/strong>\u200b<\/h2>\n\n\n\n

Work-life balance is crucial to these bosses, who value company policies like summer Fridays and work-from-home flexibility for their employees. But that balance is not something that\u2019s always possible \u200bwhen you\u2019re launching your own endeavor, the entrepreneurs explained. It\u2019s crucial to be realistic about the amount of dedication it takes to build a business like theirs, \u200band\u200b using your personal time to fuel you through the difficult phases where work can dominate your time. <\/p>\n\n\n\n

Kuperman offered a realistic definition of work-life balance: \u201cI don\u2019t see it as simply as your life is constantly in balance. Look at it as a whole, over the course of a long period of time. Do you feel like there was a balance there?\u201d Millennials get shortchanged, she said, because contrary to popular belief, they do put in the work\u2014but not for work\u2019s sake. \u201cSo what\u200b?\u200b \u200bW\u200b\u200be care about the culture of a company and the perks,\u201d she said. \u201cWe \u200bdo<\/em>\u200b work hard, and I think as long as you really understand what you like and where you want to be in however many years\u200b\u200b…\u200b \u200bthat’s what you should be listening to.\u201d <\/p>\n\n\n\n

You can listen to this episode of <\/em>When’s Happy Hour: Work Hard So You Can Hardly Work, taped live from WeWork Now, here<\/a>.<\/em><\/p>\n\n\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

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