Lauren Anders Brown is an award-winning documentary storyteller who uses film, photography, audio, and her writing to focus on issues of global health and human rights. She has captured content in over forty countries, including conflict zones, in order to amplify the voices of others and especially women.
According to Harvard Business Review, the average age of a startup founder is 45 with software founders closer to 40. As a second career pet tech startup founder at PadsPass, about to turn 40 this month, I’m sharing 40 things I’ve learned that have contributed to my startup success.
1. Embrace failure
As a recovering perfectionist, I hate I’ve learned the importance of this, but not embracing failure means that fear of failure has also kept me from taking opportunities that might cause me to fail or create an unexplored opportunity.
2. Network effectively
Almost everyone has the potential to be a network connection, and if they’re not, then someone they know may be a connection. Don’t disregard someone because they’re not the decision-maker you need at the time.
3. Stay adaptable
I spent a lot of sweat equity perfecting part of my prototype to be ready to handle a big change that was coming in the pet travel world and it worked! Then, the changes rolled back, and that perfect part of the prototype was useless. Instead, I turned around our success as a big public service announcement regarding the changes, and that adaptation stuck with someone who became an investor.
4. Fuel your passion
I’ve never worked so hard as in the last year for zero pay and been so happy. You need to be passionate about your work if it's not going to give you a paycheck for some time. Even those who can financially support themselves through this can suffer without passion.
5. Invest in continuous learning
The biggest credentials I’ve earned in my new career were earned through continuous learning opportunities I sought out. Becoming a UX designer in 6 months through Google and gaining my IATA qualifications were hard-earned but have really added to my focus of work and given me a framework that helps me navigate the entrepreneurial journey. Seek out what can help you learn more and give you an edge.
6. Prioritise mental health
I’m only as productive as my health allows me to be, both physically and mentally. Keeping this a priority can be a challenge when the work is never ending but the bigger challenge is trying to work when my mental health has not been prioritised and is suffering. Put your oxygen mask on first, or it will impact your leadership.
7. Leverage technology
I finally got an Apple watch, not to track my health but so I could better filter messages when I’m in a meeting or presenting, which happens more and more as a CEO. Technology doesn’t have to be expensive; if you’re not using AI to assist your work or auto-scheduling links, you’re not using all the time you could be.
8. Be customer-centric
I am my own best customer as a traveling pet parent, so this comes naturally to me. If you’re not thinking about your customers in everything you do, you will miss an opportunity to keep them connected to your product or service.
9. Cultivate a strong team
I found my team organically through a chance social media encounter, responding to a journalist request, accepting an invitation to go on a boat for an afternoon and striking up a conversation, and volunteering for an event where I sat next to the right person at the right time. Your strongest team members may come from the most unlikely places, but it’s up to you to build them into the best and strongest team for your startup.
10. Practice social responsibility
I’ve recently been appointed to the board of the Bermuda SPCA Society for the Prevention of Cruelty to Animals. Is it more work? Yes. Is it worth it for me? Yes. Give back to your community; it enhances your brand and builds goodwill.
11. Set clear goals
Define specific, measurable, achievable, relevant, and time-bound (SMART) goals for your business. If they’re not SMART, try to make them SMAT or SART at least. Having the intention to be SMART is a good start.
12. Emphasise communication
When I wonder why I didn’t get the response I was expecting or wanted from a team member, I always look at how I communicated first. Oftentimes, I did not communicate it as clearly as I could have or assumed some things were understood. Keep your side of the street clean, and it will help avoid communication issues that may arise.
13. Take calculated risks
The biggest risk I’ve taken was with what development team to go with for the development of our new product. I waited as long as I could, evaluated the risks between the options, and ended realising everything has risks but which ones made me feel was the safest risk. Evaluate risks thoughtfully and be willing to step outside your comfort zone.
14. Nurture creativity
I’ve done two books that I would recommend to anyone of any background or industry: The Artists Way and The Write Way. Both contributed to my own weekly creativity I didn’t know I needed. Encourage innovative thinking and creative problem-solving within your team.
15. Stay informed
Pet travel is a rapidly changing industry, thankfully I have a team that keeps me updated with changes so I can focus on the next task at hand to keep growing the business. Keep up with industry trends, news, and developments to remain relevant.
16. Develop a strong brand identity
My business began by determining a name I could trademark in order to then build a brand. Oftentimes, this isn’t the order of events in a startup lifecycle; names need to be agile in the event of a trademark conflict. But developing new technology also meant that I needed to own not just the tech but the brand in relation to the tech. Through a combination of legal advice, AI, and sentiment, I landed on the name, logo, and brand that’s become PadsPass. One day, I hope some of my additions to the English language (i.e., pawsitive) will make the Oxford dictionary. Then I’ll know I’ve made a strong brand identity.
17. Be financially savvy
People have told me this for decades, and while I might have listened, I never attempted to be anything close to savvy. In fact, it took going through an intense entrepreneur accelerator programme in Bermuda along with receiving a reasonable amount in my investment round to be motivated not only to be savvy – but savage. Understanding what it took to make last year happen, down to the last dime, has set me up to know how I want this year to happen. That is empowering.
18. Seek mentorship
I wouldn’t be where I am today if I didn’t ask for help from friends who have exited multiple startups, from new acquaintances who have experience building apps from startups to one of the fastest-earning tech companies in the world. I may be an entrepreneur, which can feel lonely, but thankfully, I’m not alone since I’ve never been afraid to ask – would you be able to give me a little bit of your time?
19. Be your own CEO
I resisted naming myself the CEO of my own company. I was a founder, that was all I had wanted or felt I needed. My mentor kindly criticised me for the decision in a neutral way simply asking, “Why not?” Eventually, I ran out of reasons why I was not a CEO and began taking on jobs I really did not want to be doing. That made me feel I was finally a CEO. I felt then I had earned the title, even though it was my own for the taking all along.
20. Master time management
Working with a remote team means being mindful of their natural working hours. Knowing when people are online or what days work well for them allows you to make the most of your time and their time. It’s okay to not want to work off-hours, but then you need to make the most of the time that works for the most of you.
21. Be resilient
I’ve already spent a lot of time on proposals that have been declined for opportunities I felt my company was perfectly placed for. Being turned down is part of the process. It’s not the end of the process.
22. Experiment and innovate again and again
Don’t get tied to technology you can’t manage early on. Iteration and proof of concept are key to convincing stakeholders. The version of my prototype now is unrecognizable from the version that was first made less than a year ago. Without having the ability to experiment, innovate, and update myself, I would be very far behind where I am today.
23. Foster a positive company culture
I encourage my non-paid, bootstrapping staff members to share if they’re going through something that’s keeping them from participating in a day’s work. As a small team of four women, we’ve experienced a devastating flood, immediate family loss, overwhelming work from the job that’s paying the bills, travel fatigue, and health issues ranging from food poisoning to menstrual pains. It’s okay not to work through these things and take time to recover; we always catch up once we’re able to because we keep each other positive through it all.
24. Listen to feedback
Listening is one of the most valuable, free things we can do in life. We don’t always have to talk to be valuable. But we can always listen and be of value.
25. Utilize data-driven decisions
When you’re working at an early startup, data-driven decisions aren’t always obvious. Seek them out, and they’ll help determine if you’re able to move forward.
26. Focus on scalability
I may not know how to run a company I envision to scale today, but if I don’t focus on scalability I’ll never get the company to the scale it needs to be successful.
27. Promote diversity and inclusion
I’ve intentionally taken on women who are of different decades because we all bring a different perspective to the problem our startup is looking to solve. No one is too old or too young, everyone is just a different demographi that we’re lucky enough to have on staff. Embrace diverse perspectives to enrich creativity and problem-solving.
28. Attempt to maintain work-life balance
Despite my best efforts to not work on weekends and maintain the personal parts of my work and life, I know that promoting more productivity is not always possible in a startup. But I have the intention and awareness, and that’s enough to get me through the unavoidable times of overworking.
29. Stay authentic
I see the world differently. It makes me different. It also makes me able to solve problems others have never tried to or approached differently. Authenticity comes with its own quirks, but I embrace, accept, and adapt them. Be true to yourself and your values; authenticity builds trust.
30. Communicate your vision
Clearly articulate your vision to inspire and align your team. It’s okay. Not everyone sees your vision, and it's your job to ensure they do it by communicating it.
31. Regularly review goals
Each month, each week, each day has its own goals. Sometimes, I’m able to plan a whole month out. On other days, I’m struggling to get the day's scheduled social media posts out. Trying to take on too much can be overwhelming. Review them regularly, but don’t judge yourself against them. Just work towards them.
32. Encourage flexibility
Be open to flexible work arrangements that can enhance employee satisfaction. That’s the whole point of working for a startup right?
33. Build credibility
Establish yourself as a thought leader in your industry through content and engagement. Posting regularly with others to gain visibility for each other is one way to create more traction and credibility. You have to put the work in for credibility, there are no short cuts.
34. Invest in your team
Provide training, development, and growth opportunities for your employees. I realised my team was hesitating to do tasks, or just avoiding them entirely unless I really impressed upon them. It wasn’t because they didn’t want to do them, or they weren’t being paid, it was actually their laptops that weren’t powerful enough or too old to easily complete the work I was asking them to do. So the first thing I did with the crowdfunding we raised was buy my teammates new laptops. It felt good for me and for them to see the smiles on their faces receiving a new laptop. Also, it held them accountable for the work. It was honestly a great first step in committing to a further working relationship.
35. Utilise social media
Use the platforms that work for your customer base. How do you know you’re not a TikTok-er if you don’t try? And if you’re unsure of what works – try a series of them and see what sticks. Spend your time on the ones that produce a good return on your investment of time and/or money.
36. Hard work pays off
There’s no way around this. No one built a new and successful business without hard work. It may seem like you can keep your 40-hour work week and work-life balance by working hard, but accept that the hard work may overflow, and you’ll know if it's worth it to you to work that hard when the time comes.
37. Stay curious
Don’t ever take no for an answer if you can ask a different question. Curiosity keeps the questions coming.
38. Create value
Profits follow value. Focus on the value first.
39. Trust your instincts
While data is important, listening to your gut can be equally valuable. I’ve had several gut instincts that have found me co-workers, mentors, and opportunities that otherwise data wouldn’t have found for me.
40. Celebrate small wins
Everything is worth celebrating when you’re a startup, and a cupcake is a great way to celebrate small wins. Save the cake for the big ones.
By incorporating these learnings into your own journeys, I hope future entrepreneurs can navigate challenges and foster meaningful impact within their industries before and beyond turning 40.
Lauren Anders Brown, Tech Startup Entrepreneur
Lauren Anders Brown is an award-winning documentary storyteller who uses film, photography, audio, and her writing to focus on issues of global health and human rights. She has captured content in over forty countries, including conflict zones, in order to amplify the voices of others and especially women. She produces work through her own production company colLABorate: ideas and images, works as a consultant for the United Nations, and is Creative Director of the e-learning startup Gamoteca. She is a true artivist: an artist who uses any and all of her available platforms to creatively advocate for human rights.
Lauren is an entrepreneur, founder of her tech startup PadsPass and digital pet passport helping people travel with their pets.
