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:
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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Why Starting a Business is a Whole Lot Like Tubing
Last month, I went tubing down the Deerfield River in Western Massachusetts with my family. It felt so good to be moving freely in nature without a mask on, and the experience was a little surreal after spending years using tubing as a metaphor for starting a business.
It’s like this...
You pick up your tube and step into the river clutching it awkwardly but ready for adventure. You stand there wondering when you should go…is it now? Should I go NOW? Do I just GO? There is no one to tell you when. This part is like announcing to the public you are opening for business. It’s so exciting but you keep thinking about reasons to postpone it (“I don’t have the right office supplies,” “the website could be more dynamic,” "I should announce it on a Monday," etc.).
Eventually you realize there’s no right time; you have to just plant your butt down in that tube and pick up your feet. For a while it’s usually joyful and easy, especially when you have good weather, the sun is out, and the birds are chirping. And then, BAM!, you either get stuck on a rock or end up in the weeds wondering how the hell that happened. It had been so fun just minutes ago when you were in the flow. Now you’re stuck, frustrated and demoralized. You start worrying you're not going to make it out of that river in one piece.
This is the part in business when you launched but you’re not getting the publicity you anticipated; or you’re getting rejected for grants after all those excruciating hours of writing; or you’re realizing you don’t know the first thing about how to incorporate or form a board. Part of you will want to pick up your tube, and go home. You tried; it’s too hard.
Listen up, that’s par for the course.
But the key to running a business is staying calm, getting yourself unstuck and heading back to the center of the river. It’s okay to wait a few minutes, catch your breath, ask for help from a companion, and give yourself a pep talk. But you have to get back into the current and keep going. Take a moment to reflect on what you learned ("I should have lifted my rear end higher when I saw the big rock," "I should have faced forward when I heard the rapids coming"). Next time, you’ll have a model for how you got unstuck last time that you can draw upon. Knowing this will boost your confidence; the first time is the hardest.
The true trick of tubing and business...
The big win—on the river, in business, in life—is to keep applying what you've learned along the way while enjoying the peaceful or exhilarating parts. Don't waste your time worrying there are more hard parts down the bend. Spoiler alert: There are. Stay present and feel the cool water beneath you, the sun reflecting on the leaves, the fun of floating with people you love, and even silliness of getting whipped around a little. You will exit that river with a few scrapes, bruises and bug bites but that’s nothing compared to the wild joy of the overall ride.
Michelle Cove is a journalist, filmmaker, author, and founder of the nonprofit MEDIAGIRLS. She uses storytelling and media to encourage, challenge, empower and inspire others and is seeking a job that allows her to put these skills to use; check out her resume if you may know the right fit. Michelle's favorite stories involve resilience, a blend of soft humility and sharp humor, and a belief that the universe is conspiring to help us all grow. Find her at LinkedIn.
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