6 Key Advisory Roles No One Talks About

When founders are asked whether they have an “advisory board,” they often cringe because it’s one more thing to set up and manage on an overflowing to-do list. When it was brought to my attention, I pictured weeks, maybe months, of tracking down the “right” roles: lawyer, marketing expert, finance person, etc. But what I found when starting my nonprofit was that there was a different kind of advisory board that I needed first, a dream team of people who could support me when I was feeling isolated and doubtful (which was often). For any of you in the start-up trenches, here are the roles I found the most necessary, and I'd be curious to hear yours.

My advisory-role suggestions include the person who:​
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• makes you laugh during dark times: You just got rejected for a funding opportunity. Or your website crashed. Or you sent out a press release with a humiliating typo. You will need this person who reminds you with humor, even gentle ribbing, not to take it all so seriously.
  
  
• keeps you accountable when you need it: Some weeks you’ll have invisible goals that must get done but include no glory payoff. This includes setting up a bank account, incorporating your business, creating a first round of board choices. There’s no specific deadline so it is not getting checked off. This person allows you to send them your goals once a week, maybe every two weeks, and holds you accountable.
  
  
• inspires you to keep going when you desperately want to quit: There will be plenty of moments when it just seems too hard, and why bother? Why did you think this was a good idea? This connection reminds you of the other times in your life that you got through and landed on your feet. They remind you of why this is important to you.
  
  
• doles out tough love when you still want to quit: We should all be allowed to wallow in our frustration and worry for a time. But then...enough already, we need to brave up and get back in the game. Your tough-love advisor knows just how to convince you to get going.
  
  
• has a ton of LinkedIn contacts and loves connecting people: You’ve been getting away with doing your own marketing or publicity or design for awhile but it’s time to step it up. Plus, you are growing and need help. You can always hit up your social-media crowd but this advisor loves making the professional hook up and is your starting point.
  
  
• cheerleads with you after victories: You landed the grant or investment! You had an amazing meeting with a client! You killed it during a pitch! You want to tell the whole world but you don't want to brag. This advisor is as excited for you as you are for yourself, and will wave those pom poms no matter what's going on in her/his/their own life.
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Make sure you have at least one cheerleader on your advisory board

So how do you recruit your picks?

Do you know who you'd pick for you dream team? Start taking down some notes. Play around with the role, and when you're ready...ask them. Be candid about what you’re looking for, why you chose them and what exactly it will mean for them in terms of responsibility. It might sound something like this:

“Hey, Aunt Megan, I’m realizing that being a founder can be pretty lonely, and I could use someone to cheer me on when I meet big goals. I’m assembling my dream team time of advisors, and you’re the best cheerleader I know. Would you be willing to be this person for me? It would mean that when I have a victory, I can call or email you so we can celebrate together?" If she is confused, you can add, "It may sound weird to formalize this process, but I think having this advisory board in place will give me the confidence I need to keep going.”

Hopefully Aunt Megan says yes. If she says no, she wasn’t the right person so go ahead and rethink this one. It doesn't mean she doesn't believe in you. It just means she isn't right for the role. Note: Some people may be worried about how much time they can commit, so be clear on the ask. They need to know you’re not going to be calling round the clock (also, don't call them round the clock). 

It's okay if it takes you time to get your advisory board in place. Don’t wait until you have all six to launch. You can move forward with two or three, and keep your eyes open for new team members to add on. If someone committed but isn't the right fit, ask someone else. You may find there are other roles you need, or that you only need a few. This is YOUR board so the most important thing is to make it work for you.

Dole out gratitude regularly to your board. People agree to advise because they want to make a difference in someone's life. You don't have to send extravagant gifts. Let them know how they were helpful to you, and propelled you forward. Lastly, take mental notes on everything you learn about this process, and be an advisor for someone else someday.
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