so when I was invited here to speak this evening and I was told that the topic
evening and I was told that the topic
evening and I was told that the topic was what are you waiting for it gave me
was what are you waiting for it gave me
was what are you waiting for it gave me the opportunity to reflect back on my
the opportunity to reflect back on my
the opportunity to reflect back on my life and my journey and think back on
life and my journey and think back on
life and my journey and think back on what were the moments or what were the
what were the moments or what were the
what were the moments or what were the things that could have prevented me from
things that could have prevented me from
things that could have prevented me from achieving what I wanted to achieve the
achieving what I wanted to achieve the
achieving what I wanted to achieve the things that would prevent me from going
things that would prevent me from going
things that would prevent me from going after my dreams and what I realized is
after my dreams and what I realized is
after my dreams and what I realized is that in my life I’ve lived in this
that in my life I’ve lived in this
that in my life I’ve lived in this tension of wanting to check the boxes
tension of wanting to check the boxes
tension of wanting to check the boxes and wanting to fit in the box while
and wanting to fit in the box while
and wanting to fit in the box while always being uncomfortable and unhappy
always being uncomfortable and unhappy
always being uncomfortable and unhappy with the status quo always wanting to
with the status quo always wanting to
with the status quo always wanting to push harder always wanting more never
push harder always wanting more never
push harder always wanting more never being comfortable with being in the box
being comfortable with being in the box
being comfortable with being in the box so my name is Laura fine and I’m the CEO
so my name is Laura fine and I’m the CEO
so my name is Laura fine and I’m the CEO and founder of Laura mph and I’m gonna
and founder of Laura mph and I’m gonna
and founder of Laura mph and I’m gonna share with you a bit about my journey
share with you a bit about my journey
share with you a bit about my journey about how I decided to escape the box so
about how I decided to escape the box so
about how I decided to escape the box so I grew up in Alabama
I grew up in Alabama
I grew up in Alabama I always joke actually that I’m your
I always joke actually that I’m your
I always joke actually that I’m your typical blonde Jew from South Alabama
typical blonde Jew from South Alabama
typical blonde Jew from South Alabama who moved to French Canada for undergrad
who moved to French Canada for undergrad
who moved to French Canada for undergrad thinking I wanted to be a lawyer then
thinking I wanted to be a lawyer then
thinking I wanted to be a lawyer then worked for the world’s most famous
worked for the world’s most famous
worked for the world’s most famous burlesque dancer then became an interior
burlesque dancer then became an interior
burlesque dancer then became an interior designer and then started a tech company
designer and then started a tech company
designer and then started a tech company so when I say that I don’t typically or
so when I say that I don’t typically or
so when I say that I don’t typically or fit in the typical box I think that my
fit in the typical box I think that my
fit in the typical box I think that my journey is a certainly testament to that
journey is a certainly testament to that
journey is a certainly testament to that but growing up in South Alabama
but growing up in South Alabama
but growing up in South Alabama I very much needed and wanted to fit
I very much needed and wanted to fit
I very much needed and wanted to fit inside of the box and this all kind of
inside of the box and this all kind of
inside of the box and this all kind of came about because when I was a senior
came about because when I was a senior
came about because when I was a senior in high school I participated in a
in high school I participated in a
in high school I participated in a program not a pageant called junior miss
program not a pageant called junior miss
program not a pageant called junior miss and it was all about you know your
and it was all about you know your
and it was all about you know your grades and your you did a physical kind
grades and your you did a physical kind
grades and your you did a physical kind of endurance test and you had to do a
of endurance test and you had to do a
of endurance test and you had to do a talent and you had to be interviewed by
talent and you had to be interviewed by
talent and you had to be interviewed by the judges and when I went to the state
the judges and when I went to the state
the judges and when I went to the state contest after battling it out in a
contest after battling it out in a
contest after battling it out in a fearsome County pageant they used to
fearsome County pageant they used to
fearsome County pageant they used to tell us all the time
tell us all the time
tell us all the time we need you to stay inside of the Junior
we need you to stay inside of the Junior
we need you to stay inside of the Junior Miss square stay inside of the box and
Miss square stay inside of the box and
Miss square stay inside of the box and what they were referring to in tactical
what they were referring to in tactical
what they were referring to in tactical terms was that there was an actual
terms was that there was an actual
terms was that there was an actual square on the stage
square on the stage
square on the stage that’s where your talent had to take
that’s where your talent had to take
that’s where your talent had to take place that’s where your physical fitness
place that’s where your physical fitness
place that’s where your physical fitness took place but what they would also use
took place but what they would also use
took place but what they would also use that to talk about was when we would go
that to talk about was when we would go
that to talk about was when we would go out in public when we would meet with
out in public when we would meet with
out in public when we would meet with the governor when we would go out to a
the governor when we would go out to a
the governor when we would go out to a philanthropy event when we’d be at a
philanthropy event when we’d be at a
philanthropy event when we’d be at a parade we needed to look a certain way
parade we needed to look a certain way
parade we needed to look a certain way speak a certain way dress a certain way
speak a certain way dress a certain way
speak a certain way dress a certain way and they wanted you to stay inside of
and they wanted you to stay inside of
and they wanted you to stay inside of the Junior Miss square and I joke I
the Junior Miss square and I joke I
the Junior Miss square and I joke I never wore so much pantyhose in my
never wore so much pantyhose in my
never wore so much pantyhose in my entire life as I did during that time we
entire life as I did during that time we
entire life as I did during that time we even wore pantyhose to do our physical
even wore pantyhose to do our physical
even wore pantyhose to do our physical fitness because in South Alabama that’s
fitness because in South Alabama that’s
fitness because in South Alabama that’s what you do you wear pantyhose with gym
what you do you wear pantyhose with gym
what you do you wear pantyhose with gym shorts and the whole deal I’m happy to
shorts and the whole deal I’m happy to
shorts and the whole deal I’m happy to say I’m not wearing pantyhose this
say I’m not wearing pantyhose this
say I’m not wearing pantyhose this evening um but you know what I learned
evening um but you know what I learned
evening um but you know what I learned at the end of that was the judges said
at the end of that was the judges said
at the end of that was the judges said to my parents at the end of the program
to my parents at the end of the program
to my parents at the end of the program we’ve never had a Junior Miss like your
we’ve never had a Junior Miss like your
we’ve never had a Junior Miss like your daughter before and what they meant by
daughter before and what they meant by
daughter before and what they meant by that was that all the other kind of
that was that all the other kind of
that was that all the other kind of junior misses that stayed within the
junior misses that stayed within the
junior misses that stayed within the square answered their questions in the
square answered their questions in the
square answered their questions in the same way when we were interviewed do you
same way when we were interviewed do you
same way when we were interviewed do you believe in gay marriage do you believe
believe in gay marriage do you believe
believe in gay marriage do you believe in gay being able to adopt children what
in gay being able to adopt children what
in gay being able to adopt children what do you think is the most important
do you think is the most important
do you think is the most important amendment and I would answer the
amendment and I would answer the
amendment and I would answer the questions in a way that was very
questions in a way that was very
questions in a way that was very different than my peers and I think when
different than my peers and I think when
different than my peers and I think when they said that to my parents I had the
they said that to my parents I had the
they said that to my parents I had the first inkling that I never really fit
first inkling that I never really fit
first inkling that I never really fit inside of the box and that that was
inside of the box and that that was
inside of the box and that that was going to be a really powerful part of my
going to be a really powerful part of my
going to be a really powerful part of my journey so I left I went to college I
journey so I left I went to college I
journey so I left I went to college I went to McGill University in Montreal
went to McGill University in Montreal
went to McGill University in Montreal Quebec where I had a phenomenal
Quebec where I had a phenomenal
Quebec where I had a phenomenal education and got to spend time with
education and got to spend time with
education and got to spend time with peers from all over the world and at the
peers from all over the world and at the
peers from all over the world and at the time I wanted to be a lawyer but after
time I wanted to be a lawyer but after
time I wanted to be a lawyer but after interning with lots of family members
interning with lots of family members
interning with lots of family members who were lawyers I realized that this
who were lawyers I realized that this
who were lawyers I realized that this was not my path because being a lawyer
was not my path because being a lawyer
was not my path because being a lawyer is not actually like an episode of law
is not actually like an episode of law
is not actually like an episode of law and order which is what I thought it was
and order which is what I thought it was
and order which is what I thought it was going to be so here I am I am 21 years
going to be so here I am I am 21 years
going to be so here I am I am 21 years old I graduate college a year early and
old I graduate college a year early and
old I graduate college a year early and what am I gonna do I’m graduating
what am I gonna do I’m graduating
what am I gonna do I’m graduating literally in the middle of the recession
literally in the middle of the recession
literally in the middle of the recession it’s 2007 and I have a Bachelor of Arts
it’s 2007 and I have a Bachelor of Arts
it’s 2007 and I have a Bachelor of Arts so I am under qualified to do all of the
so I am under qualified to do all of the
so I am under qualified to do all of the jobs that I wanted to do so I figure I
jobs that I wanted to do so I figure I
jobs that I wanted to do so I figure I have some friends I have some family I’m
have some friends I have some family I’m
have some friends I have some family I’m gonna move to LA I feel like they value
gonna move to LA I feel like they value
gonna move to LA I feel like they value youth with my thinking and you know
youth with my thinking and you know
youth with my thinking and you know maybe I can try something that I
maybe I can try something that I
maybe I can try something that I participated in on campus you know in my
participated in on campus you know in my
participated in on campus you know in my sorority I was VP of membership I was VP
sorority I was VP of membership I was VP
sorority I was VP of membership I was VP PR I somehow felt that that made me
PR I somehow felt that that made me
PR I somehow felt that that made me qualified to want to or to be able to
qualified to want to or to be able to
qualified to want to or to be able to work in the world of PR and so here I am
work in the world of PR and so here I am
work in the world of PR and so here I am I’m applying for all of these jobs and
I’m applying for all of these jobs and
I’m applying for all of these jobs and I’m getting no responses absolutely none
I’m getting no responses absolutely none
I’m getting no responses absolutely none and so I’m out with my aunt one day
and so I’m out with my aunt one day
and so I’m out with my aunt one day she’s trying to cheer me up because my
she’s trying to cheer me up because my
she’s trying to cheer me up because my job search is going so badly and we’re
job search is going so badly and we’re
job search is going so badly and we’re out shopping in Beverly Hills and I see
out shopping in Beverly Hills and I see
out shopping in Beverly Hills and I see this woman walk down the street and
this woman walk down the street and
this woman walk down the street and she’s wearing the most fabulous outfit I
she’s wearing the most fabulous outfit I
she’s wearing the most fabulous outfit I had ever seen and I meet up with a
had ever seen and I meet up with a
had ever seen and I meet up with a girlfriend who had gone to summer camp
girlfriend who had gone to summer camp
girlfriend who had gone to summer camp with out here that evening for cocktails
with out here that evening for cocktails
with out here that evening for cocktails and she’s saying how was your day what
and she’s saying how was your day what
and she’s saying how was your day what did you do and I say oh you know I went
did you do and I say oh you know I went
did you do and I say oh you know I went shopping with my aunt she’s trying to
shopping with my aunt she’s trying to
shopping with my aunt she’s trying to cheer me up my job search is going
cheer me up my job search is going
cheer me up my job search is going terribly she said oh well you know what
terribly she said oh well you know what
terribly she said oh well you know what did you see what was interesting is oh I
did you see what was interesting is oh I
did you see what was interesting is oh I saw this woman walking down the street
saw this woman walking down the street
saw this woman walking down the street wearing the most beautiful outfit I’ve
wearing the most beautiful outfit I’ve
wearing the most beautiful outfit I’ve ever seen it was so inspiring and I
ever seen it was so inspiring and I
ever seen it was so inspiring and I think her name is something Von D cat
think her name is something Von D cat
think her name is something Von D cat and she was like oh was it Dita Von
and she was like oh was it Dita Von
and she was like oh was it Dita Von Teese I said yes that’s the woman she
Teese I said yes that’s the woman she
Teese I said yes that’s the woman she said you know it’s funny because you
said you know it’s funny because you
said you know it’s funny because you know I’m working for this publicist or
know I’m working for this publicist or
know I’m working for this publicist or manager right now and I think they’re
manager right now and I think they’re
manager right now and I think they’re looking for an assistant for DITA and
looking for an assistant for DITA and
looking for an assistant for DITA and they want you they want someone to be
they want you they want someone to be
they want you they want someone to be the go-between between the publicist and
the go-between between the publicist and
the go-between between the publicist and between DITA and the job is going to be
between DITA and the job is going to be
between DITA and the job is going to be lots of things some of them will be
lots of things some of them will be
lots of things some of them will be interesting some of them will be mundane
interesting some of them will be mundane
interesting some of them will be mundane some of them will be you know big and
some of them will be you know big and
some of them will be you know big and small and so I thought to myself well
small and so I thought to myself well
small and so I thought to myself well I’ve never been an assistant before and
I’ve never been an assistant before and
I’ve never been an assistant before and I don’t know anything about this woman I
I don’t know anything about this woman I
I don’t know anything about this woman I don’t know anything about her business I
don’t know anything about her business I
don’t know anything about her business I don’t know anything about the
don’t know anything about the
don’t know anything about the entertainment industry for that matter
entertainment industry for that matter
entertainment industry for that matter and so I don’t check the boxes I’m not
and so I don’t check the boxes I’m not
and so I don’t check the boxes I’m not qualified but I decide you know I’m
qualified but I decide you know I’m
qualified but I decide you know I’m smart I’m ambitious I can probably
smart I’m ambitious I can probably
smart I’m ambitious I can probably figure this out and that’s what I told
figure this out and that’s what I told
figure this out and that’s what I told the woman who interviewed me she said
the woman who interviewed me she said
the woman who interviewed me she said well listen you seem like a smart young
well listen you seem like a smart young
well listen you seem like a smart young energetic person but this is gonna be a
energetic person but this is gonna be a
energetic person but this is gonna be a crazy job it’s gonna be a boring job and
crazy job it’s gonna be a boring job and
crazy job it’s gonna be a boring job and being an assistant is something that’s a
being an assistant is something that’s a
being an assistant is something that’s a lot harder than it looks
lot harder than it looks
lot harder than it looks you have to anticipate people’s needs
you have to anticipate people’s needs
you have to anticipate people’s needs and to be a good assistant you have to
and to be a good assistant you have to
and to be a good assistant you have to actually be a lot smarter than people
actually be a lot smarter than people
actually be a lot smarter than people think you have to be and so it was the
think you have to be and so it was the
think you have to be and so it was the first time where I went in I knew I was
first time where I went in I knew I was
first time where I went in I knew I was really under qualified in a lot of ways
really under qualified in a lot of ways
really under qualified in a lot of ways but very qualified in other ways to do
but very qualified in other ways to do
but very qualified in other ways to do something and this is funny because I
something and this is funny because I
something and this is funny because I that there have a lot of been
that there have a lot of been
that there have a lot of been interesting studies have been done
interesting studies have been done
interesting studies have been done around how men will apply for a job when
around how men will apply for a job when
around how men will apply for a job when they only made about 50% of the
they only made about 50% of the
they only made about 50% of the requirements whereas women will only
requirements whereas women will only
requirements whereas women will only apply for the job if they meet 95% and
apply for the job if they meet 95% and
apply for the job if they meet 95% and that was my first moment as an adult
that was my first moment as an adult
that was my first moment as an adult where I thought I don’t have the right
where I thought I don’t have the right
where I thought I don’t have the right resume I don’t have the right background
resume I don’t have the right background
resume I don’t have the right background for what they were looking for but I can
for what they were looking for but I can
for what they were looking for but I can figure this out
figure this out
figure this out and I did and it was a great experience
and I did and it was a great experience
and I did and it was a great experience and I learned a lot but I realized that
and I learned a lot but I realized that
and I learned a lot but I realized that my path was not going to be in that
my path was not going to be in that
my path was not going to be in that direction so I took a step back and I
direction so I took a step back and I
direction so I took a step back and I thought what is something that I really
thought what is something that I really
thought what is something that I really love what is something that I’m gonna
love what is something that I’m gonna
love what is something that I’m gonna wake up and be excited about every
wake up and be excited about every
wake up and be excited about every single day and for me having grown up in
single day and for me having grown up in
single day and for me having grown up in the arts and dance and design and drama
the arts and dance and design and drama
the arts and dance and design and drama and all of that I decided you know maybe
and all of that I decided you know maybe
and all of that I decided you know maybe I should look into becoming a
I should look into becoming a
I should look into becoming a professional interior designer I think
professional interior designer I think
professional interior designer I think that’s an actual job and so I enrolled
that’s an actual job and so I enrolled
that’s an actual job and so I enrolled in classes and I went back to school and
in classes and I went back to school and
in classes and I went back to school and about a year into my program at UCLA I
about a year into my program at UCLA I
about a year into my program at UCLA I applied for an internship which I was
applied for an internship which I was
applied for an internship which I was very qualified to do because it entailed
very qualified to do because it entailed
very qualified to do because it entailed folding fabrics in a sample library and
folding fabrics in a sample library and
folding fabrics in a sample library and fetching coffee and fetching lunches and
fetching coffee and fetching lunches and
fetching coffee and fetching lunches and I really wasn’t doing or learning a lot
I really wasn’t doing or learning a lot
I really wasn’t doing or learning a lot and one day this client walks into my
and one day this client walks into my
and one day this client walks into my boss’s office and she’s this kooky
boss’s office and she’s this kooky
boss’s office and she’s this kooky English socialite who wanted to had
English socialite who wanted to had
English socialite who wanted to had known my boss for years and years and
known my boss for years and years and
known my boss for years and years and she really wanted us to work on a
she really wanted us to work on a
she really wanted us to work on a project for her and for me it seemed
project for her and for me it seemed
project for her and for me it seemed like a big project because it was a
like a big project because it was a
like a big project because it was a 6,000 square foot house that we’re gonna
6,000 square foot house that we’re gonna
6,000 square foot house that we’re gonna take down to the studs totally redo it
take down to the studs totally redo it
take down to the studs totally redo it for our firm it was not even big enough
for our firm it was not even big enough
for our firm it was not even big enough to rank but my boss wanted to do his
to rank but my boss wanted to do his
to rank but my boss wanted to do his friend a favor and she said to him can’t
friend a favor and she said to him can’t
friend a favor and she said to him can’t you send a little design fairy of some
you send a little design fairy of some
you send a little design fairy of some kind to help me out with this project
kind to help me out with this project
kind to help me out with this project and so I said to my boss at that time I
and so I said to my boss at that time I
and so I said to my boss at that time I said you know I know I don’t have the
said you know I know I don’t have the
said you know I know I don’t have the experience I’m not qualified I don’t
experience I’m not qualified I don’t
experience I’m not qualified I don’t check the boxes but I’m smart I’m
check the boxes but I’m smart I’m
check the boxes but I’m smart I’m ambitious and I can figure this out and
ambitious and I can figure this out and
ambitious and I can figure this out and I’m gonna know the right way to work
I’m gonna know the right way to work
I’m gonna know the right way to work with this client because I worked with
with this client because I worked with
with this client because I worked with celebrities in my past life and this is
celebrities in my past life and this is
celebrities in my past life and this is gonna be easy for me to handle and sure
gonna be easy for me to handle and sure
gonna be easy for me to handle and sure enough by actually taking on this
enough by actually taking on this
enough by actually taking on this project actually convinced me and to pay
project actually convinced me and to pay
project actually convinced me and to pay me for the project which is an even
me for the project which is an even
me for the project which is an even bigger battle and because of that
bigger battle and because of that
bigger battle and because of that and through a series of other
and through a series of other
and through a series of other circumstances I went from being an
circumstances I went from being an
circumstances I went from being an intern to being the senior designer at a
intern to being the senior designer at a
intern to being the senior designer at a design firm in under a year and I had
design firm in under a year and I had
design firm in under a year and I had the opportunity then to start to learn
the opportunity then to start to learn
the opportunity then to start to learn and so I learned how to manage projects
and so I learned how to manage projects
and so I learned how to manage projects I understood how the business needed to
I understood how the business needed to
I understood how the business needed to be run we did product lines that were
be run we did product lines that were
be run we did product lines that were licensed and our own product lines and
licensed and our own product lines and
licensed and our own product lines and so I did the hard work and I learned and
so I did the hard work and I learned and
so I did the hard work and I learned and I watched and I participated in growing
I watched and I participated in growing
I watched and I participated in growing our business and one day I had this
our business and one day I had this
our business and one day I had this thought which was I think I’ve learned
thought which was I think I’ve learned
thought which was I think I’ve learned all that I can learn here and not that
all that I can learn here and not that
all that I can learn here and not that there wasn’t more to be learned in that
there wasn’t more to be learned in that
there wasn’t more to be learned in that job because there was always more to
job because there was always more to
job because there was always more to learn same in the way that I could have
learn same in the way that I could have
learn same in the way that I could have stayed in the publicist job for much
stayed in the publicist job for much
stayed in the publicist job for much longer than I did but even though I knew
longer than I did but even though I knew
longer than I did but even though I knew I needed more qualifications I needed to
I needed more qualifications I needed to
I needed more qualifications I needed to do more work I needed to check more
do more work I needed to check more
do more work I needed to check more boxes to be qualified before going out
boxes to be qualified before going out
boxes to be qualified before going out and starting my own design firm I was
and starting my own design firm I was
and starting my own design firm I was uncomfortable because I felt like it was
uncomfortable because I felt like it was
uncomfortable because I felt like it was too comfortable and I wanted to shake
too comfortable and I wanted to shake
too comfortable and I wanted to shake things up I wanted to push the edge of
things up I wanted to push the edge of
things up I wanted to push the edge of the envelope I had to find my way
the envelope I had to find my way
the envelope I had to find my way outside of that box and so even though I
outside of that box and so even though I
outside of that box and so even though I was under qualified and had no idea what
was under qualified and had no idea what
was under qualified and had no idea what I was getting myself into I decided to
I was getting myself into I decided to
I was getting myself into I decided to leave and start my own design firm and I
leave and start my own design firm and I
leave and start my own design firm and I did and I started doing all the things
did and I started doing all the things
did and I started doing all the things that I had learned along the way
that I had learned along the way
that I had learned along the way realizing how half of them didn’t apply
realizing how half of them didn’t apply
realizing how half of them didn’t apply to starting from Ground Zero and
to starting from Ground Zero and
to starting from Ground Zero and rethinking and reimagining what needed
rethinking and reimagining what needed
rethinking and reimagining what needed to come next and I worked really hard
to come next and I worked really hard
to come next and I worked really hard and I started building my client base
and I started building my client base
and I started building my client base and I started you know doing the things
and I started you know doing the things
and I started you know doing the things you need to do as an interior designer I
you need to do as an interior designer I
you need to do as an interior designer I was you know doing marketing and you
was you know doing marketing and you
was you know doing marketing and you know Shing with write people to find the
know Shing with write people to find the
know Shing with write people to find the right clients and the biggest
right clients and the biggest
right clients and the biggest realization of my life was here’s an
realization of my life was here’s an
realization of my life was here’s an industry that is not evolved since 1905
industry that is not evolved since 1905
industry that is not evolved since 1905 nothing has changed about the way this
nothing has changed about the way this
nothing has changed about the way this is done and I as a designer I’m supposed
is done and I as a designer I’m supposed
is done and I as a designer I’m supposed to go after the wealthy clients find the
to go after the wealthy clients find the
to go after the wealthy clients find the big projects and that’s how I’m gonna
big projects and that’s how I’m gonna
big projects and that’s how I’m gonna build my name build my career but to me
build my name build my career but to me
build my name build my career but to me it didn’t make sense and what I thought
it didn’t make sense and what I thought
it didn’t make sense and what I thought was why is this not something that can
was why is this not something that can
was why is this not something that can be available for everyone
be available for everyone
be available for everyone and I wanted to be able to as a designer
and I wanted to be able to as a designer
and I wanted to be able to as a designer to scale myself that 10x a hundred X but
to scale myself that 10x a hundred X but
to scale myself that 10x a hundred X but I couldn’t do it I couldn’t do it in the
I couldn’t do it I couldn’t do it in the
I couldn’t do it I couldn’t do it in the way that the industry had been
way that the industry had been
way that the industry had been traditionally structured and so I had
traditionally structured and so I had
traditionally structured and so I had this vision for taking this really
this vision for taking this really
this vision for taking this really old-school really fancy industry and
old-school really fancy industry and
old-school really fancy industry and moving it to a space where it was
moving it to a space where it was
moving it to a space where it was available for all people and more
available for all people and more
available for all people and more importantly giving my fellow designers
importantly giving my fellow designers
importantly giving my fellow designers the opportunity to earn a living doing
the opportunity to earn a living doing
the opportunity to earn a living doing what they really love to do but I was in
what they really love to do but I was in
what they really love to do but I was in a conundrum because my understanding of
a conundrum because my understanding of
a conundrum because my understanding of technology when I had this realization
technology when I had this realization
technology when I had this realization was there’s cell phones laptops in the
was there’s cell phones laptops in the
was there’s cell phones laptops in the internet I had no idea of what was
internet I had no idea of what was
internet I had no idea of what was required to go and put together a
required to go and put together a
required to go and put together a website and what was gonna be required
website and what was gonna be required
website and what was gonna be required to get customers and what was gonna be
to get customers and what was gonna be
to get customers and what was gonna be required to maybe one day raise venture
required to maybe one day raise venture
required to maybe one day raise venture capital I didn’t even know what that
capital I didn’t even know what that
capital I didn’t even know what that meant at that time but I thought to
meant at that time but I thought to
meant at that time but I thought to myself you know what him what am i you
myself you know what him what am i you
myself you know what him what am i you know what are the boxes that I do check
know what are the boxes that I do check
know what are the boxes that I do check and this was the hardest one of my
and this was the hardest one of my
and this was the hardest one of my entire life
entire life
entire life because I felt like at this moment as
because I felt like at this moment as
because I felt like at this moment as much as I’d pushed the edges of the
much as I’d pushed the edges of the
much as I’d pushed the edges of the envelope as much as I’d learned how to
envelope as much as I’d learned how to
envelope as much as I’d learned how to find my way outside of the box in my
find my way outside of the box in my
find my way outside of the box in my early years of working I thought this
early years of working I thought this
early years of working I thought this one was too big of a push it was too
one was too big of a push it was too
one was too big of a push it was too much of a stretch and I went on a beach
much of a stretch and I went on a beach
much of a stretch and I went on a beach walk one day with one of my best
walk one day with one of my best
walk one day with one of my best girlfriends and she said two suns she
girlfriends and she said two suns she
girlfriends and she said two suns she said to me something that has stuck with
said to me something that has stuck with
said to me something that has stuck with me ever since which I’m telling her I’m
me ever since which I’m telling her I’m
me ever since which I’m telling her I’m walking down the beach and I’m
walking down the beach and I’m
walking down the beach and I’m explaining to her all the reasons why I
explaining to her all the reasons why I
explaining to her all the reasons why I shouldn’t build this business I don’t
shouldn’t build this business I don’t
shouldn’t build this business I don’t know anything about technology I don’t
know anything about technology I don’t
know anything about technology I don’t know anything about product I don’t know
know anything about product I don’t know
know anything about product I don’t know I never took a finance class I’ve been
I never took a finance class I’ve been
I never took a finance class I’ve been taking math since 12th grade I didn’t go
taking math since 12th grade I didn’t go
taking math since 12th grade I didn’t go to business school I I don’t know any of
to business school I I don’t know any of
to business school I I don’t know any of the right people you know all the people
the right people you know all the people
the right people you know all the people that I know that start tech companies
that I know that start tech companies
that I know that start tech companies they’re you know they’re developers or
they’re you know they’re developers or
they’re you know they’re developers or they’re they went to business school or
they’re they went to business school or
they’re they went to business school or they worked in startups and I am so far
they worked in startups and I am so far
they worked in startups and I am so far down on the list of qualifications that
down on the list of qualifications that
down on the list of qualifications that I actually have that this is too big of
I actually have that this is too big of
I actually have that this is too big of a stretch
a stretch
a stretch and she said Laura the one thing that
and she said Laura the one thing that
and she said Laura the one thing that you know is you know interior design you
you know is you know interior design you
you know is you know interior design you know
know
know industry and she said you know what
industry and she said you know what
industry and she said you know what you’re great designer but you can be a
you’re great designer but you can be a
you’re great designer but you can be a designer until you’re 112 that is an
designer until you’re 112 that is an
designer until you’re 112 that is an industry that will always exist and it
industry that will always exist and it
industry that will always exist and it will continue to exist in its current
will continue to exist in its current
will continue to exist in its current state unless you decide to change it but
state unless you decide to change it but
state unless you decide to change it but you know what this is a good idea and I
you know what this is a good idea and I
you know what this is a good idea and I believe that this is something that
believe that this is something that
believe that this is something that people really want and that people
people really want and that people
people really want and that people really need and if it’s not gonna be you
really need and if it’s not gonna be you
really need and if it’s not gonna be you then it’s gonna be someone else and I
then it’s gonna be someone else and I
then it’s gonna be someone else and I thought oh man she has a good point I
thought oh man she has a good point I
thought oh man she has a good point I can be an interior designer in time 112
can be an interior designer in time 112
can be an interior designer in time 112 but that’s not what I wanted I wanted to
but that’s not what I wanted I wanted to
but that’s not what I wanted I wanted to find my way outside of the box I wanted
find my way outside of the box I wanted
find my way outside of the box I wanted to push the edge of the envelope and I
to push the edge of the envelope and I
to push the edge of the envelope and I wanted to do something that other people
wanted to do something that other people
wanted to do something that other people maybe had not done before and so for me
maybe had not done before and so for me
maybe had not done before and so for me I went down the path of then starting a
I went down the path of then starting a
I went down the path of then starting a tech company it’s an interior design
tech company it’s an interior design
tech company it’s an interior design company but I had to figure out how to
company but I had to figure out how to
company but I had to figure out how to build a website how to attract designers
build a website how to attract designers
build a website how to attract designers how to raise venture capital how do I
how to raise venture capital how do I
how to raise venture capital how do I mean the best part of this story is that
mean the best part of this story is that
mean the best part of this story is that when I met with one of my earliest
when I met with one of my earliest
when I met with one of my earliest investors when we were doing our seed
investors when we were doing our seed
investors when we were doing our seed round of financing someone asked me for
round of financing someone asked me for
round of financing someone asked me for a three year financial model this is
a three year financial model this is
a three year financial model this is gonna be tough
gonna be tough
gonna be tough I know the math and how it all works I
I know the math and how it all works I
I know the math and how it all works I know the levers of our business and how
know the levers of our business and how
know the levers of our business and how we’re gonna make money but I have really
we’re gonna make money but I have really
we’re gonna make money but I have really shitty Excel skills like have no idea
shitty Excel skills like have no idea
shitty Excel skills like have no idea how to plug in the formulas and carry
how to plug in the formulas and carry
how to plug in the formulas and carry them across and everything else so I’m
them across and everything else so I’m
them across and everything else so I’m probably the first and hopefully only
probably the first and hopefully only
probably the first and hopefully only person who sat in front of an Excel
person who sat in front of an Excel
person who sat in front of an Excel spreadsheet with a calculator and
spreadsheet with a calculator and
spreadsheet with a calculator and hard-coded three years of financial data
hard-coded three years of financial data
hard-coded three years of financial data of projections to show what the business
of projections to show what the business
of projections to show what the business could do but you know what
could do but you know what
could do but you know what at the end of the day I figured I’m
at the end of the day I figured I’m
at the end of the day I figured I’m smart I’m ambitious I can figure this
smart I’m ambitious I can figure this
smart I’m ambitious I can figure this out and when I sat down with that
out and when I sat down with that
out and when I sat down with that investor and he went through the model
investor and he went through the model
investor and he went through the model and I sent him the raw Excel files he
and I sent him the raw Excel files he
and I sent him the raw Excel files he says this all makes sense except they
says this all makes sense except they
says this all makes sense except they don’t understand why all of the numbers
don’t understand why all of the numbers
don’t understand why all of the numbers are hard-coded and I said well because I
are hard-coded and I said well because I
are hard-coded and I said well because I don’t know how to input the formulas but
don’t know how to input the formulas but
don’t know how to input the formulas but I do know that drivers the drivers of
I do know that drivers the drivers of
I do know that drivers the drivers of revenue in my business I understand how
revenue in my business I understand how
revenue in my business I understand how we’re gonna make money and this is how
we’re gonna make money and this is how
we’re gonna make money and this is how we’re gonna make money in the next three
we’re gonna make money in the next three
we’re gonna make money in the next three years and a lot of those things a lot of
years and a lot of those things a lot of
years and a lot of those things a lot of those methods were how we kicked off the
those methods were how we kicked off the
those methods were how we kicked off the business and I think you know we’re a
business and I think you know we’re a
business and I think you know we’re a young company still but were two years
young company still but were two years
young company still but were two years then I’ve raised 26 million dollars of
then I’ve raised 26 million dollars of
then I’ve raised 26 million dollars of venture capital I have 70 employees in
venture capital I have 70 employees in
venture capital I have 70 employees in West Hollywood and over 800 interior
West Hollywood and over 800 interior
West Hollywood and over 800 interior designers working on my platform all
designers working on my platform all
designers working on my platform all across the country and it’s because in
across the country and it’s because in
across the country and it’s because in that thought of you know what am I
that thought of you know what am I
that thought of you know what am I waiting for you know it was those
waiting for you know it was those
waiting for you know it was those moments of you know what I’m gonna step
moments of you know what I’m gonna step
moments of you know what I’m gonna step outside of the box I’m not qualified for
outside of the box I’m not qualified for
outside of the box I’m not qualified for this and I don’t know all the right
this and I don’t know all the right
this and I don’t know all the right answers I don’t have the right
answers I don’t have the right
answers I don’t have the right experiences but what I do believe is I
experiences but what I do believe is I
experiences but what I do believe is I believe in myself and I believe in the
believe in myself and I believe in the
believe in myself and I believe in the fact that I’m smart I’m ambitious and
fact that I’m smart I’m ambitious and
fact that I’m smart I’m ambitious and I’m gonna figure it out
I’m gonna figure it out
I’m gonna figure it out thank you for letting me share my story
thank you for letting me share my story
thank you for letting me share my story [Applause]
”
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