Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Tissa Richards, Leadership Expert, Keynote Speaker and Facilitator, located in Austin, TX, USA.

What's your business, and who are your customers?

I am the CEO of a leadership company with a mission to create unshakable leaders, teams, and organizations. That enables companies – from hyper-scale startups to Fortune 500 companies – to rapidly grow revenue, pivot quickly, and focus on their own missions to deliver value to their shareholders. I deliver keynote speeches at company events and conferences, facilitate workshops and webinars, and work closely with senior executives, executive teams, and boards of directors.

Tell us about yourself

I am an award-winning author, keynote speaker, and leadership expert. Previously, I was a software founder and CEO. I raised money, secured multiple patents, and scaled software companies. After I wound down my last software company, I realized I enjoyed helping guide high-performance teams and boards more than I enjoyed raising money and being a software product CEO. I’m extremely pragmatic: I see the qualitative and quantitative benefits of helping leaders, teams and organizations become unshakable. It’s one thing to be inspirational, but it’s even more rewarding to move the needle for my clients in a measurable way.

What's your biggest accomplishment as a business owner?

As a software founder and CEO, I learned quickly that it’s important to celebrate wins – both your own and your stakeholders’ – because there will be hard days when the challenges seem to outweigh the successes. I’m excited to celebrate my most recent win: in late 2022, I released a book (No Permission Needed: Unlock Your Leadership Potential and Eliminate Self-Doubt). It has since won numerous awards and was the #1 new release on Amazon in multiple categories. The book has also received an overwhelming number of 5-star reviews. I also love to celebrate my client’s wins. I help them be unshakable so they can secure major accomplishments. These include securing hundreds of public and private board positions and major C suite roles; closing $100’s millions of dollars in funding; guiding them through acquisitions, IPOs, and mergers; navigating difficult corporate transitions; and developing amazing company culture.

What's one of the hardest things that comes with being a business owner?

It’s important to focus on what is going to scale your business and bring you the most success as well as the most happiness in your work. You can’t be all things to all potential clients. It can be difficult to say “no” to certain types of work, but sometimes you need to say no so you can focus on the projects or clients that will enable you to scale. It’s also important to listen to your gut – not all business is ultimately good for your business. I also have a “no assholes” rule. If someone seems difficult, unreasonable – or, most importantly, unethical – I say no. I surround myself with work I love and work with people I respect and enjoy. I also make sure the work fits my mission – to create unshakable leaders, teams, and organizations – and aligns with the values of my company.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Be specific and focused. Know what value you are providing to your clients and why you are the one to provide it. When you are specific and focused, people can understand you, explain you to others, and refer you. If you attempt to offer everything to everyone, people can’t anchor you in their minds and memories. This makes it difficult for your business to scale through referrals. It may seem counterintuitive, but you expand your business opportunities when you go narrow.
  2. Know your values and non-negotiables. As a business owner – and as a leader in general – it is critical to identify your operating principles and why they are important to you. You also must identify your non-negotiables. My non-negotiables are disrespect, dishonesty, and unethical conduct. I won’t budge on those. And my values are respect, honesty, and ethics. (You’ll notice that your non-negotiables are likely the opposite of your values). Knowing these ahead of time will make it easier to respond calmly in difficult situations and contextualize why you are choosing to make critical decisions. This is key to maintaining your resilience.
  3. Don’t apologize for your worth. Once you build a track record, demand what you are worth in the marketplace, and don’t apologize for it. Checkpoint on it with your peers and competitors. If you see someone underpricing themselves, speak up and let them know. (That’s how we lift each other up.) Studies show there’s a correlation between cost and the perception of value. So, charge what you’re worth.

Where can people find you and your business?

Website: https://www.tissarichards.com/
Twitter: https://twitter.com/tissarichards
LinkedIn: https://www.linkedin.com/in/tissa-richards/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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