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Be Willing To Pivot, But Never Abandon Your Dream

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First-time entrepreneurs can rather resemble a puppy crossing a busy highway – overstimulated and overwhelmed, but with a steadfast determination to make it to the other side. That was my mindset when first meeting Julie Thorne Engels, the founder of Bettyvision – an online vision board community that empowers women to dream out loud. “My husband told me that I have to connect with you!” she said, grabbing my arm, pulling me aside, and immediately captivating me with the passion she expressed for her startup – a mere idea at the time. Apparently her husband had overheard me sharing some of my newfound entrepreneurial insanity at a social function (subtlety has never been my strong suit), and thought I might be able to offer some advice. And so, just like that, a new friendship was formed.

During our first coffee date I found myself playing devil's advocate, projecting my own fear of being discredited for embracing vision boards, which had always brought to mind a particular brand of new ageism that left me feeling like a space cadet by association. But Engels won me over when diving into her personal story, explaining how creating vision boards lifted her out of a difficult time in her early twenties, and have continued to be one of the primary tools she uses to give herself permission to dream big, and turn those dreams into reality. Hungry to share this experience with other women, who she fondly refers to as “Bettys,” she began leading vision board workshops throughout Los Angeles in 2010, and the transformations she witnessed made clear that a broader solution was needed. In February of 2013 she released the beta version of Bettyvision’s platform.

The initial goal was to bring all of the women who had attended her workshops online, and learn from a deeply engaged group of users how to further improve the site experience. But there was glitch. During the workshops Engels had observed women naturally clustering their imagery into various categories (i.e., career, romance, travel, hobbies, etc.). She had assumed that, given increased opportunity, they would want to create new boards to explore each of these categories in more detail, thus multiplying usage. That wasn’t happening, though, leading Engels to spend the next several months working with her developers to introduce various features aimed at encouraging more frequent board creation before deciding to pause, and go talk to her target audience. What she and her business partner, Lindsey Heisser, learned through their research led to an unexpected pivot.

It turned out that the older “Bettys” (aged 40+) who attended the workshop weren’t so keen to share their dreams online, preferring more privacy. There was also something about the accountability created when signing up for a workshop, and being in a room with other people going through the same experience that encouraged them to push through whatever resistance arose when asked to explore their dreams. Sure, the digital tool was convenient and allowed for broader reach, but the experience needed to have a human touch. Younger users falling within the Millennial generation, however, had no concern with privacy and were most enthusiastic about creating vision boards that focused on their career goals. They expressed a strong desire to work for organizations that align with their values, and frustration that so few employers provide an opportunity for emotionally engaging work. It's a taxing situation for employers too, as recent research reveals that it costs between $15K and $25K to replace a disgruntled Millennial employee.

This got Engels thinking: What if there was an on-boarding tool that allowed employers to more easily hire vision-aligned Millennials and track their continued engagement as a way of increasing satisfaction, performance and employee retention? Such a tool could also assist talent planning within the organization, bringing to light opportunities that may otherwise go unnoticed, and help with the off-boarding process, ensuring those who leave the company have some clarity in regards to the direction they’re heading (minimizing negative word-of-mouth that can come from resentful employees). Additionally, it could help the massive generation of baby boomers currently transitioning out of the traditional workforce, and increasingly considering alterative forms of retirement, such as encore careers.

They began talking with various advisors about creating a B2B version of their platform under the name Tribemint, and since then the meetings with potential clients have been nonstop. “We’re currently looking for the right match for our beta test – ideally a company that’s already progressive when it comes to creating culture, and with an HR team that’s excited to be actively involved,” says Engels. Bettyvision isn't going anywhere, and will remain female-focused and consumer-facing. Tribemint will be gender neutral, but Engels doesn’t see that as abandoning her vision. “My passion has always been helping people to dream out loud,” she says, “and this way we can reach more people, and have greater impact.”

Yet another coffee date comes to a close, but before saying our goodbyes I coerce her to sit in my car and listen to a few songs I’ve written, and am currently taking into the studio to record – a long delayed dream that I’m finally pursuing. She smiles when the music ends, and then says something that makes clear Bettyvision and Tribemint couldn't be more genuine extensions of her personality, and life purpose: “Keep on singin’ girlfriend, I have a feeling you’re just getting started.”