Futurist Amy Webb, co-author of The Genesis Machine, explains how money influences the development synthetic biology, and the risks we need to be aware of before it is too late. 

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Full Transcript:

Bobbi Rebell:
Hey, grownup friends, a big thank you to so many of you that have already bought my new book, Launching Financial Grownups: Live Your Richest Life by Helping Your (Almost) Adult Kids Become Everyday Money Smart. This book was not easy to rate because I had to get honest with myself about what was working with my teen and young adult kids and what was not working. And I also had to be prepared to share it with all of you. So, first of all, thank you for your support and your wonderful responses to it. There's definitely some things in there that you may not have been expecting to hear. By the way, I got a lot of help from my money expert friends and also financial therapists and parenting experts.

Bobbi Rebell:
I am really happy with how Launching Financial Grownups came out even though it really was hard to be, like I said, that honest. And it was a lot of work, but I really love doing it and I'm really happy with how it came out. On that note, if you have not already, please pick up a copy of Launching Financial Grownups today. After you do, please share it on social media. Please leave a review on Amazon. Those reviews are super important because the algorithm picks up on them and that can make the book a lot more visible to more people. So, I truly appreciate it and I really also appreciate all of your support.

Amy Webb:
Hermès, they've got a bag coming out this year made of something that looks exactly like leather but is made out of a synthetic process. So, it's not like chemical-based, it's totally organic. It's just engineering cells to produce something different. That's going to retail for $4,000.

Bobbi Rebell:
You're listening to Money Tips for Financial Grownups with me, certified financial planner, Bobbi Rebell, author of Launching Financial Grownups. Because you know what, grownup life is really hard, but together, we got this. Hey grownups, we are going off script today for an epic topic because futurist Amy Webb is my guest. She is going to share information that you have not heard before but that we all need to be paying attention to because it is going to change everything you think you know literally about life. She basically reveals a lot about where money goes in our society. What is getting funded is going to shape the very genetics of humans in the future. It also, by the way, could mean the end of hangovers and diets.

Bobbi Rebell:
Also, look out for $4,000 plus Hermès bags not even made of leather. Yes, you heard that right. Now, at first, Amy's new book, The Genesis Machine: Our Quest to Rewrite Life in the Age of Synthetic Biology, which he co-wrote with scientist Andrew Hessel, may sound a bit intimidating, I certainly was. But I promise you, after our conversation, you're going to go out, you're going to get the book and you're going to read it. And by the way, she has many different accolades but Amy Webb is the founder and CEO of the Future Today Institute and a professor at NYU. Let's just get into it. Here is The Genesis Machine author, Amy Webb. Hey, Amy Webb, you're a financial grownup. Welcome to the podcast.

Amy Webb:
Thank you so much. It's great to be here.

Bobbi Rebell:
That is, in this case, sort of besides the point because I am having you on for reasons that are about money but also at a new level. Money plays a big role in the topic we're going to talk about, which is synthetic biology. We're going to get to that in a minute. But first, I want to just put it out there. Your futurist, your latest book is called The Genesis Machine: Our Quest to Rewrite Life in the Age of Synthetic Biology. It's about an emerging technology that's going to allow us basically to edit and design new forms of life. So, set us up here. Tell us about what all this means.

Amy Webb:
Sure. And I should qualify maybe, futurist sounds like a strange job title and so it could be easy to dismiss. Me, if I have to say, I would too. That's a ridiculous made-up sounding job title. My academic background is game theory in economics. This is a branch of research called strategic foresight. And so, we use data and build out models to try to see what's happening in the present and anticipate what could happen in the future. So, I just bring that up first because this is kind of a weird book. It's a book about the technology that pretty soon is going to allow us to edit, redesign, or totally design from scratch new forms of life. And that's important because it gives us the ability to deal with existential threats like climate change, we just got some pretty horrifying news from the UN a couple days ago, and also to manage and mitigate novel pathogens.

Amy Webb:
So, we've got risks on the horizon, but this is the same technology that helps us potentially improve the human condition and improve longevity. The book is about this area of science that kind of incorporates gene editing, and DNA sequencing, and synthetic biology. These are new relatively areas of science and tech that combines engineering, and design, and computer science. And essentially, what this allows researchers to do is to program biology the way that you might program a computer. If you kind of forgot what you learned in biology class in high school, it's totally fine because this book is written for everyday people to understand what's coming because what's coming is it is enormous. I think 10 years from now, we're going to look back at this moment in time and be able to see how clearly things were changing right before our eyes. I think we're going to eventually be talking about synthetic biology the way we talk about AI today.

Bobbi Rebell:
And this is, in fact, has a lot in common with AI which you covered in your previous book, including the story of where the money flows. Can you talk a little bit about the fact that a lot of science is very underfunded but yet it's interesting who is funding this and what money is going into this and what purpose that's going to have in the future.

Amy Webb:
Right. So, everybody's thinking about NFTs in the metaverse right now, but this is kind of a really interesting area that some big unusual names are paying very close attention to. Bill Gates is a big proponent of this tech and a big investor in this space. But so is Eric Schmidt. Eric Schmidt, as some of you probably know, used to be the head of Google. One of the things that's interesting is that there's actually kind of an overlap between the VCs, and the hedge funds, and a lot of the investment community that funds AI, and those who are funding the future of synthetic biology, as strange as that sounds. I can give you a concrete example. In part because of SARS-CoV-2, which is the virus that causes COVID-19, this acted as a catalyst. Suddenly, everybody was trying to find a way to test and diagnose and then treat this horrible pathogen.

Amy Webb:
But that had some interesting knock-on effects. I think it was like two weeks ago, some biotech veterans raised $3 billion, that is billion with a B, to create a new company called Altos Labs on the premise that the fundamental machinery of life, which is cells, can be reprogrammed. If they raised $3 billion, think of what the valuation, the pitch must be. I mean, it's like incomprehensible. I bring this up just to say this is not a bunch of weirdos playing biohacker in their garage. This is real stuff and this is on a long time horizon, and there are majors in the space that are investing. But also, Google has a division dedicated to research in this space, so does Microsoft. Microsoft is trying to figure out how to use DNA as a storage device, which is kind of insane, right? But they're working in this space too.

Bobbi Rebell:
Yeah and I should say what you mean is to store data inside of DNA-

Amy Webb:
Yeah.

Bobbi Rebell:
... which is bananas. One of my favorite parts of the book is you talk about the futures and you talk about different scenarios of how this could be used in our practical lives. And when you think about those scenarios, you think, "What would people pay for this?" For example, you talk about the idea of no longer having hangovers, of no longer having to diet when you want to lose weight because of the things that we can do to our food and to the way that we consume food. Tell us more about that, because to me, that's an investment I want to make-

Amy Webb:
Yeah.

Bobbi Rebell:
... both as a consumer, I want that technology, and also as an investor.

Amy Webb:
Right. On the consumer side of things, I think it's worth noting that you can already get an entire genome sequenced for less than the cost of a pair of Nike Air Jordans. And that's pretty spectacular that prices come down by orders of magnitude since the first human genome, with the first draft was completed in the early 2000s. What does that mean? That means that a lot of people are sending off their samples to 23andMe and similar types of services, which pre-COVID probably was a select few. But in the age of COVID, we're used to giving our DNA samples to anybody who feels like, literally in New York City, I had to get a COVID test a couple months ago and I went to a guy in a van. And I was like, "Yeah, take my data. I guess that's what we're doing now," which is terrifying at any rate.

Amy Webb:
There's just this entire economy that's blossoming, that's blossoming now, but there's some practical reasons why. So, with regard to Microsoft, at some point, our computers can only get so small and they can only get so powerful. And we also have a geopolitical problem because most of our semiconductors come from a troubled region of the world. So, I think some of what's going on here is, can we reduce some of the soul-crushing uncertainty of our supply chains? And can we shrink components down to like nanoscale? Which again, I know it sounds insane, but there's a company called Roswell Technology that just did this. They just made an announcement of the world's first molecular chip. It has 16,000 sensors on it, smaller than the size of a fingernail. It makes use of biology as a computing platform.

Amy Webb:
So, again, I know all this sounds crazy, but their practical reasons that we describe in the scenarios, obviously, this changes food. It means that a couple of Super Bowls from now, the 1.45 billion with a B chicken wings that we consume on a single day in the United States won't have to come from 750,000 chickens. We could get it all out of a bioreactor. And bioreactors could be in every town and every city so it drastically shorten supply chains. In the beauty space, that's actually a pretty mature area where this research is already being applied, so just different approaches to products that make your cells work for you versus a cream or something that layers on top of your skin and doesn't really solve any problems to totally different ways that were going to produce materials.

Amy Webb:
I've seen some leather already that is made out of mycelium. It's made out of the fibrous material that connects mushrooms. And you would never know the difference. In fact, Hermès, I don't, obviously I carry many Hermès's bags. I don't know how to say that correctly, I'm not fancy. They've got a bag coming out this year made of something that looks exactly like leather but is made out of a synthetic process. So, it's not like chemical-based, it's totally organic. It's just engineering cells to produce something different. That's going to retail for $4,000, I think.

Bobbi Rebell:
Wow. So wait, so just to circle back though in terms of the not gaining weight and in terms of the not having a hangover, because I know people want to hear that.

Amy Webb:
Yeah. So, there is a product, I think it's in the market already, it's an enzyme. It's kind of like functions a little bit like a probiotic. So, the idea is before were a night out drinking, you would take this enzyme and probably still get pretty drunk if that's what you were trying to do but it would prevent the after effects, the hangover part. But what's really interesting is, couldn't you just engineer a molecular whiskey or like a bioengineered wine to have that enzyme side of it already so that you just don't suffer those ill effects afterwards? And that research is underway and you can already buy some functional beverages that are hoping to do some of that.

Bobbi Rebell:
And the dieting?

Amy Webb:
The dieting is something that people are looking at. That one's a little bit more tricky because there is what causes hunger and then there's the mental, like the part of you that wants to eat, so there's deeply rooted psychological things that have to do with that as well.

Bobbi Rebell:
So, it's out there but it's a longer timeline. All right. We don't have that much time left and I want to touch on risks. You talk about nine risks in the book. We can't go out to all of them. But one thing that I find fascinating is that you talked about, we gave our DNA to these random trucks on the street to get these tests for COVID. We leave DNA all over the place. And this is true, for example, you talked about the example of CEOs. They leave DNA all over the place. Someone could program, could somehow take the DNA and you could explain this better than I can, but they can be a little bit mischievous. Talk through that scenario of what could happen and how this could affect the company if the CEO's health is compromised through having their DNA effectively stolen.

Amy Webb:
Right. So, I know this sounds insane, but if you recall, President Macron of France met with Putin just before Russia started its attack and he refused to have a COVID test because he didn't want his data housed within Russia. And some people made fun of him but he was really smart to do that. A couple of years ago, there was a artists collective/activists collective that said that after WEF, so after the World Economic Forum Meeting in Davos, I was actually at that one, I'm assuming that I am nowhere near important enough that anybody went around to collect my stuff, my data, but they collected used napkins and coffee cups and things from world leaders and scraped the DNA off, had it sequenced and said, "We're going to auction off your sequences to the highest bidder."

Amy Webb:
Now, that is challenging to do but it's not impossible to do. And it does beg the question, "If I have your sequence, can I engineer something, some type of virus that is maybe not deadly but is debilitating?" And if you, as a CEO or you as a global leader had like chronic stomach pain or chronic diarrhea or something like that, the question I ask is, "Well, what fiduciary responsibility do you have to report that to your board and to shareholders and what do you do about it?" I mean, that's one of these weird questions, but we're already starting to see malware show up in sort of new ways and new forms of corporate espionage that involve biology. And it's not out of the realm of possibility that we could start seeing biological malware enter the mainstream here and there, which is kind of scary.

Bobbi Rebell:
It's really scary. Okay, I'm going to pivot one last quick question.

Amy Webb:
Yeah.

Bobbi Rebell:
Not a very smooth transition, but I know there's already ETFs out there that people can invest in.

Amy Webb:
Oh yeah.

Bobbi Rebell:
Can you share a little bit about how people can invest in this space?

Amy Webb:
Yeah. And I want to be clear, I'm not specifically making investment advice, but there are ETFs, there's also a lot of thematic investing, Cathie Wood's ARK capital management or is it ARK investments? So, synthetic biology is a big piece and they have an ETF. Franklin Templeton launched an ETF. So, there are funds that exist and they're performing pretty well, but there's also individual companies that either IPOed or SPACed. So, Ginkgo Bioworks is an example of the latter but they're performing pretty well. They make custom microbes. Twist Bioscience is a really interesting company. It's an infrastructure company and those are always good to look at when a new ecosystem is forming.

Bobbi Rebell:
Very, very interesting. And by the way, if anyone wants a little more incentive to buy Amy's book, there is more information on page 96. So, you got to go to the book to get more info. Amy, this has been amazing. Tell us more about where people can find out more about you. I know your book is available everywhere.

Amy Webb:
Thank you. The book's available everywhere. Independent local bookstore is terrific but it's also available on Amazon and Walmart and everywhere books are sold online. And if you're interested in trends and what's on the horizon, all of our work is open source and freely available to download at the futuretodayinstitute.com. We've got our 15th annual Tech Trends Report launching in about two weeks at South By South West. And there are, I guess you're the first to know this, we have 574 trends this year spread across 13 individual volumes and like 20 different industries. So, it's pretty enormous.

Bobbi Rebell:
Wow. Well, thank you so much for being here on Financial Grownup and good luck with everything. Thank you.

Amy Webb:
Thank you.

Bobbi Rebell:
Okay, friends, I'll admit it, I am a little obsessed with this Hermès bag is going to be and whether it will be like synthetic diamonds where it is still not considered real or whether because it's so cool and new it's going to be considered something better than I guess what we would say the real thing was. This stuff is so cool. I also really found it interesting that we can all invest in synthetic biology. Let me know if you're going to do that. This episode was pretty intense, but I hope you enjoyed it. I usually cut interviews down but I did not want to have you guys miss anything I had to say. So, it is really all there and there is so much more in her book. So definitely, pick up Amy's book, The Genesis Machine. Check out the Future Today Institute for more incredibly cool info.

Bobbi Rebell:
It's so generous that they make everything open source, so cool. If you enjoyed this episode, please share on social. Tag me on Instagram @bobbirebell1 if you do so. And big social media news, I started a TikTok channel. I have no idea what I'm doing so please follow me for all the cringiest videos ever. Super easy to find, just Bobbi Rebell, that is my TikTok handle. Thank you to everyone buying my book, Launching Financial Grownups, and for leaving reviews on Amazon. Algorithms pick up on that stuff so I really need your support. Please leave an Amazon review. Loved having Amy Webb of the Future Today Institute on talking about her latest bestseller, The Genesis Machine, and thanks Amy for helping us all be financial grownups.

Bobbi Rebell:
Money Tips for Financial Grownups is a production of BRK Media LLC, editing and production by Steve Stewart, guest coordination, content creation, social media support and show notes by Ashley Wall. You can find the podcast show notes which include links to resources mentioned in the show as well as show transcripts by going to my website, bobbirebell.com. You can also find an incredible library of hundreds of previous episodes to help you on your journey as a financial grownup. The podcast and tons of complimentary resources associated with the podcast is brought to you for free, but I need to have your support in return. Here's how you can do that. First, connect with me on social media @bobbirebell1 on Instagram and Bobbi Rebell on both Twitter and on Clubhouse where you can join my Money Tips for Grownups Club.

Bobbi Rebell:
Second, share this podcast on social media and tag me so I can thank you. You can also leave a review on Apple Podcasts. Reading each one means the world to me. You know what, it really motivates others to subscribe. You can also support our merch shop, grownupgear.com, by picking up fun gifts for your grownup friends and treating yourself as well. And most of all, help your friends on their journey to being financial grownups by encouraging them to subscribe to the podcast. Together, we got this. Thank you for your time and for the kind words so many of you send my way. See you next time and thank you for supporting Money Tips for Financial Grownups.

Entrepreneur Kristy Gayton shares the money lessons she learned from her parents and how she found the middle ground in their very different mindsets. Plus how to get organized for 2021.

Kristy’s Money Story:

So, my money story is, you know, I was raised with not a lot of money. My parents were entrepreneurs. And when I say entrepreneurs, they weren't like what we think of entrepreneurs now. Like, “Oh, entrepreneur, it's so cool.” Like, one clean houses and one was a stone mason. My parents always worked and provided with whatever I needed, but I always felt super different. I would be dropped off to school in a ton truck. And I would literally scrape the rubble off my pants being like, “Is someone going to smell this concrete of my dad dropping me off?” And, “Dad, can you drop me off back there?”.

My parents' dynamic with money was very different. Even to this day, my dad, if you talk to him, you would think he has nothing. He drives cars until they are driven into the ground. He like, “Are you going to eat all that food?” When you go to dinner. Or makes different comments. And then my mom is this giver. My mom didn't have much growing up either, so I think my mom overcompensated, always wanted to make sure we felt like we had or have those right jeans, or we did fit in. So, it was two conflicting messages. And when I say my parents didn't teach me about money, they didn't. They never sat me down and said, “This is how you do it. This is what you do. This is how you get a credit card. This is how you budget. This is how... ” But they did teach me about money. They taught me a lot of lessons and I actually started “working” working. I've always been a hustler or a grinder.

I've started helping my mom at age six. Like, emptying trash cans and putting vacuum lines, like those perfect little vacuum lines in people's office complexes. And so that kind of carried with me to different areas of my life. And I've always kind of been an old soul and really falling into numbers. So yeah, it's just a huge passion of mine. And I'm thankful for all the lessons. And I always joke and I joke with my little brothers. So, there's four of us. I have an older brother and myself, and then we have two younger brothers. And I always joke, we were raised very differently and we were.

My dad, like I said, he was a stone mason and a point in his career, he made a switch and he literally laid the stone. Like, his laborious work. At a point in his career, he was like, “I'm going to have a stone yard and I'm going to start having laborers and different people that do this and crews.” He made a switch from being an owner to an operator. I'm sorry, from operator to an owner. I'm sorry. Instead of working just in his business, letting that business work for him. He still grinds and he still works so much. And I see them and I'm thankful for their lessons, and I also still see a big aspect that I'm like, “I don't want to be that. I need to switch.” I've been making switches in my own business as well of making that switch, because I want the freedom that something doesn't rule me or own me, that I'm doing what I love passionately, but it's not controlling me, if that makes sense.

Kristy’s Money Lesson:

A takeaway is you need to be authentic and honest with yourself. What are your priorities and what do you want? What decisions are you making based on other people? Whether it be close family members, whether it be social media, whether it be the neighborhood, the environment, whatever circumstances. Are there decisions that you're financially making that are for other people and how they make you feel significant? Or is it authentically something you're getting that makes you happy and experience or whatever? So, I think that's a huge lesson.

Kristy’s Money Tip:

So, I'm big on visuals. Part of our Start planner, it starts with goals and a vision board, 90-day strategies. I'm big on us visually seeing that. I think that that helps us. It helps us remember things. So, one thing that I do with my money is I actually visualize my money. So, I create different buckets. So, I have a main checking account and then I create savings accounts. And each of those savings account are for different things. So, if I'm wanting to renovate my kitchen. I have one for vacations. I have a savings account for just legit rainy day savings account. I have one for my taxes. They're not escrowed into my main house. So, I have one for my taxes.

Basically, what I do is I set up auto draws to those things. So, they're set up as bills. And when I log into my account or when I see these different things, they're visualized for what they are. So, if it's for a vacation, I can visually see that money going out and getting that attainment. So, I think that those life lessons that I learned at a young age of getting that car, buying that house, and setting those visual things, I think it helps people. Like, as we're feeling like we're not making progress, even if it's just creating a savings account, I'm going to pay off this debt, if it's a credit card that you have. And you pick that highest credit card that you have, and let's pay it off. Even if it's visually seeing that money and just paying it down, I think that there's so much to be said for visualizing and creating buckets with our money so that we feel the progress and we see the progress. Because I think that ultimately as humans, I know for me, and I think this is really relative for everybody, we thrive when we see progress. So, creating these visualizations helps us to see that progress.

Bobbi’s Financial Grownup Tips:

Financial Grownup Tip #1:

Kristy talks about how you can't just hustle and you can't just grind, make sure you take a break during these holidays. 

Financial Grownup Tip #2:

Becoming a financial grownup doesn't just happen. It's a journey, and you can tell that from the way that Kristy shares her own evolution as she grew up and experience life. We're all going to have seasons of our life when we feel like we are making progress, and then times when we feel like we are, well, taking a step back. 

Episode Links:

• Kristy’s website - https://startwithkristy.com

• Start Planner website - https://startplanner.com

Follow Kristy!

• Instagram - @startplanner

• Facebook - @startplanner

• Pinterest - @startplanner

Some of the links in this post are affiliate links. This means if you click on the link and purchase the item, I will receive an affiliate commission at no extra cost to you. All opinions remain my own.

Finepoint CEO Meredith Fineman, author of the new book “Brag Better” shares why learning the right way to brag about yourself is essential to reaching your goals. Then walks us through 10 ways to brag better including how to integrate super power words, avoiding qualifiers, using nightmare questions and how to prepare ahead of time to get the best results. 

10 WAYS TO BRAG BETTER

• Make a list- because facts are facts

• Use super power words

• Consistency as a baseline for success

• Avoid verbal undercutting ex: qualifiers

• Be loud- even if you have to write it down beforehand

• Understand the different between being direct vs being blunt or confrontational

• Avoid intentional invisibility 

• Tap into 4 key elements of a brag: Gratitude, Pride, Presentation + Showmanship

• Consider your audience

• Use a nightmare question

Episode Links:

• Meredith’s website - www.meredithfineman.com

• Meredith’s book Brag Better

Follow Meredith!

• Instagram - @meredithfineman

• Twitter - @MeredithFineman

• LinkedIn - @meredithfineman

Some of the links in this post are affiliate links. This means if you click on the link and purchase the item, I will receive an affiliate commission at no extra cost to you. All opinions remain my own.

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Transcription

Bobbi Rebell:
Hey friends. So does the idea of bragging about yourself make you a little bit cringy, maybe a lot cringy? Now with all of us at home, or at least most of us at home, it can feel even more awkward, but our guest today says we have to do it. We have to make it happen. She is going to tell us the right way to do it and most importantly, a way to do it, that we're going to feel good about.

Bobbi Rebell:
First, a quick welcome to everyone to the Financial Grownup podcast. We have been doing a series of Financial Grownup guide episodes during the Coronavirus quarantine, and this one I think really hits home for all of us who are still at home. The advice offered by our guest author, Meredith Fineman, in her new book, Brag Better, was a total eye-opener to me and probably will be to many of you.

Bobbi Rebell:
Although they are easy to implement, they're not things that we necessarily are doing or know about, so it's a really great tutorial on getting comfortable with bragging. I've been putting a lot of her tips to work already and seeing results. Here is Meredith Fineman.

Bobbi Rebell:
Meredith Fineman, I'm so happy you're here and congratulations on your new book.

Meredith Fineman:
Thank you. I'm very happy to be here. And I wrote a book, I did it and it's done. It's out there.

Bobbi Rebell:
And now you get to talk about it and brag better because the book is actually called Brag Better. Tell us about it.

Meredith Fineman:
I really set myself up in this case because I wrote a book about talking about your work, so by proxy, I'm really just going to have to talk until I'm blue in the face to anyone that will listen, which I already do, but it's going to have to be a little bit more extreme.

Bobbi Rebell:
Well, you are the queen of the best kind of what I would call self-promotion, but you do it in a way that works. And you've actually been coaching me behind the scenes even before we hit record here.

Bobbi Rebell:
So first of all, I have a to-do list already of things that I need to be working on. You brought for the Financial Grownup community, 10 Ways to Brag Better which of course is as I said, the name of your book, let's start with the first one. And then by the way, everyone hang on to the end because you have a special gift for the audience when we get to the end.

Bobbi Rebell:
The first of 10 ways to Brag Better though is to make a list because facts are facts. Why is that important to remember? Facts are facts.

Meredith Fineman:
Bragging is stating facts. I mean, if you've done the work, why not talk about it? You're not lying about it. So take a pen, do it on your phone, do it on a Google document, send yourself an email of 10 things that you've achieved, no matter how small you might think they are. So a big thing would be like, "I got this award in my industry." But even if it's like, "I killed this presentation or I did really well in this meeting or I pitched someone to be on my podcast that I was afraid to talk to." All of those things are wins and they're true and they're facts, so bragging is stating facts.

Meredith Fineman:
There are lots of different ways to insert it into whatever it is you're doing. You open up your social media and you're like, "I snagged an interview with Meredith Fineman and I'm so excited." Because also I would want to promote that and then there you have cross promotion. So that's a nice thing someone would say to me on the internet, the idea that someone would think that booking me is a big deal, feels really nice. So then I would retweet that or I would reply and say, "I'm so excited to go on." And people might see that and you make another guest out of it, it's just sharing.

Bobbi Rebell:
All right. Number two, use super power words.

Meredith Fineman:
Yes. So super power words are words to describe your voice and your tone and your brags. But super power words are words that feel like you and feel like how you want to be perceived. So mine-

Bobbi Rebell:
So what are your super powers?

Meredith Fineman:
Yes, mine are funny, thoughtful and helpful. I always love making people laugh and making sure this isn't so boring and feels so much work, and thoughtful, that I've taken almost a decade, developing this concept and thinking about how I want to share it.

Meredith Fineman:
And then helpful helping people brag better. And in this case, those three things are words I think back to, whenever I think about sharing something or doing an interview or writing something.

Bobbi Rebell:
And one of the things that I loved about the book is you then have, I was trying to think of the words for myself and I was drawing a blank. I turned the page and you had a whole list of words that I could kind of circle which ones I thought applied to me. And you also give people permission to change those words as you go through life.

Bobbi Rebell:
So I thought of supportive. I try to be supportive of not just my friends, but also peers in the business. Polished because I always try to appear polished and be polished for my clients and anyone that I interact with in business, and also professional, which is also very important in this time we're in with this quarantine is to remain professional when you are working. So those are mine right now that I pulled from your list, but they can change.

Meredith Fineman:
And you don't have to be married to them. I've gone through lots of different 'voices' in terms of how I've written or the work that I've done. And it will probably also change, but it's grounding to just at least narrow it down to three things. And there is a list in the book of all different adjectives that you can use that hopefully will help you focus the way you talk about yourself.

Bobbi Rebell:
Next thing. Number three, consistency as a baseline for success. Tell me more about that.

Meredith Fineman:
I'm a PR person. This book stems from basically using the habits of publicists, pitching, packaging, getting what you want only by asking without exchanging money, earned media, that's what earned media is.

Meredith Fineman:
This idea of breaking through the noise and that is just absolute consistency of message. You have to tell people what you're going to tell them, you have to tell it to them, you tell them what you're going to told them. It's a journalism adage that I traced back to a preacher in the 19th century.

Meredith Fineman:
But basically, you just have to hit people over the head with your message because you have to be incredibly consistent with it. We all walk around in our own heads with what we've done and many people will come up to me and talk to me about work I did a decade ago and have no idea that I work on bragging. It's wild to me and I cannot believe that.

Meredith Fineman:
And it's just drills home that you have to consistently tell people what you're up to because every single audience is different. You might feel like you're talking about it all the time, you might feel like you're sharing it all the time on social media, but the shelf life of a tweet is an hour. Every single time, different eyeballs are on something or you're in a different group of people. It's never, ever, ever the exact same audience.

Meredith Fineman:
And that consistency also builds up online for someone to be able to tell who you are and what you want in 30 seconds or under, otherwise they're going to move on.

Bobbi Rebell:
The next thing is something that I do that you are helping me get over and it is avoid verbal undercutting. For example, qualifiers.

Meredith Fineman:
Yeah. So shooting down your message before someone else can, whether it's, "I hate to brag, but, or, Oh yeah, I've just got to plug this." Just do it. You don't have to tell people you're doing it. And the problem is when you tell people you're doing it, it highlights your insecurities or fears or anxieties and that translates to the person that you're talking to or writing to or speaking to.

Meredith Fineman:
So what it tells me immediately, and that anxiety transfers to me, because I'm like, well, that person feels weird about sharing this thing, so then I feel weird about sharing this thing, and instead of it being an opportunity for me to share something for you or not even share, also revel in that joy of doing something with you instead, it actually isolates you and drive someone away, but also doesn't allow them to help you.

Bobbi Rebell:
Excellent point. The next thing is be loud, and one of the tips you give people, if they're not sure how to do this is to write things down beforehand, so they can feel more prepared.

Meredith Fineman:
Yeah. Everyone's always like, "I don't want to have my notes with me. People might think that X, Y, and Z." And I'm just like, "You only look more prepared." And I bring note cards up on stages, I give tons of speeches. It makes me feel better, it makes me a better speaker, and I felt bad about it for a while, but then I realized I'm never like watching a speaker and if they have note cards being like, "Man, they have note cards." Nobody cares.

Meredith Fineman:
First of all, nobody cares. But second of all, even I've coached people to bring their questions written down on a piece of paper to a meeting. People don't know what's on that. They can't see it, it just looks like you have your work together and that you know what you're going to say. And even for extremely powerful people, I've written out verbatim like, "Hi, my name is so and so." Sometimes you need that, and you probably don't need it, but if it makes you feel better, go for it.

Bobbi Rebell:
I find that what I do whenever I'm giving a speech, I take a copy of the script and I actually put it underneath the seat that I'm going to be sitting in. I have never once used it Meredith, but knowing it's there gives me so much confidence that if whatever things go down, if the teleprompter goes down or I lose my phone connection, if I have some notes in my phone, there's always a physical hard copy, literally under the seat cushion for me. If I needed it, and it's just, it's really a psychological thing.

Bobbi Rebell:
And the next one's kind of a followup to this and that's about understanding the difference between being direct versus being blunt and confrontational. It's okay to be direct, it's good to be direct.

Meredith Fineman:
We're recording some quarantine right now, but directness and being explicit is so important because we can't physically be together. We'll see, whether or not that's the case. And I mean, either way, it will transform the way we work and think about the future. And there are so many different virtual tools that will continue.

Meredith Fineman:
So yes, there's nothing wrong with being direct. For women, it often can be perceived as angry or rude or nasty and those are just gendered sexist layers. But of course you're not necessarily prime to be able to be direct, but it honestly just gives everyone a lot of time once you start doing it.

Bobbi Rebell:
All right. Number seven, tap into four key elements of brag. So I kind of wrap these into one. Gratitude, pride, presentation, and showmanship.

Meredith Fineman:
So in constructing a brag, which is sharing an accomplishment, sharing a fact, that's all it is. It just happens to have this word on it, which is the only word we have, which is why I use this word, in addition to it also getting people's attention.

Meredith Fineman:
So when I think about what makes a good share, let's call it. There are elements that can make you feel more comfortable. So there, we talked a little bit earlier about verbal undercutting. There are things to go for instead of shooting yourself down, and those things are gratitude, pride, presentation, and showmanship.

Meredith Fineman:
So let's say that I gave a talk that I'm proud of. Gratitude. "I was so honored to be a part of this panel, you would love it if you took a look at this video." Pride, "So thrilled to have been on this panel, like I can't believe I was asked to do it. And I'm so excited about it." Presentation, "Check out this panel I was a part of, I clipped it down to two minutes."

Meredith Fineman:
For Instagram one minute, I think they'll allow you. So the thing about how you present something in a way that's your reader or watcher, listener, audience can digest it.

Meredith Fineman:
Showmanship, is adding flare, adding personality, adding spice. If we're still sticking to an Instagram video, "Like check out this talk I gave. Like here's one minute where I thought I did a slam dunk. Hopefully you agree." And something else punchy, that's totally up to you. That's totally style contingent.

Bobbi Rebell:
Those are all very deliberate and things that you can think about and really put your best foot forward.

Bobbi Rebell:
Okay. Number eight, consider your audience.

Meredith Fineman:
Yes. You got to work backwards. What do you want? What kind of visibility do you want? And when I say visibility, that might mean recognition from your boss, that might mean recognition in money. That might mean a raise, that might mean fundraising. That might mean recognition on television. Those can mean all different things, but if you are someone who wants to be on TV, more, having a popular podcast isn't going to help a TV booker want to book you because they care about what you look like and how you appear on television, if you've done it before and what your talking points are, a completely different medium.

Meredith Fineman:
So you need to be doing video, you need to make it abundantly clear that you want to be on TV. If you've been on TV before you need to list those links, you need to make a reel. You need to have up to date headshots and show that you can do that really well, so that a booker will potentially take a chance on you.

Meredith Fineman:
So where does your audience live? That's an extreme example. But thinking about-

Bobbi Rebell:
But you've been doing that with the book, even now. You've been actually demonstrating that in your plan to promote your book.

Meredith Fineman:
Yes, and reaching out to everyone I've ever known, but yes.

Bobbi Rebell:
But you're also being very thoughtful to reach out maybe in the strongest way to people that would be the most supportive of the book and then have the audiences that are going to be most interested in the book.

Meredith Fineman:
Yes. And in thinking about promoting Brag Better, there's a lot of different prongs to this approach. It's about people that love me and care about also elevating my voice. A huge part of Brag Better is bragging for others and passing that microphone. It's not just about you at all.

Meredith Fineman:
So my asking people to promote me is actually pretty scary, since I'm the one always doing all the promotion myself. Also, thinking about outlets where this would really apply and where this would really add to people's experiences versus just sell books or get eyeballs. That's good too, but I care about impact.

Bobbi Rebell:
All right. The next one is for people that kind of get a little scared sometimes, and that is to use a nightmare question.

Meredith Fineman:
So I go into this in depth in the book, but the nightmare question is, I do this with every client that I counsel and ask them, "What is the absolute worst thing a conference organizer, journalist, booker, recruiter could say to you or ask you? Like what is something so off the walls, but it's basically just encapsulates your anxieties."

Meredith Fineman:
Let's try in this case. It's like, "Have you ever considered that this book is a piece of abject garbage and nobody will read it. And it's not necessary, and you just sort of made a fool of yourself."

Meredith Fineman:
Now that's deranged. First of all, nobody's ever going to ask me that and then you cook up an answer for it. And I say, "Well, no, actually I'm really proud of this book. I worked really hard on it. I do think it's needed. I do think there's an audience for it. And I'm not really open to your judgments at this time."

Meredith Fineman:
Now, I still feel those scary feelings of inadequacy and putting out a piece of art into the world and what people are going to say. It's a really scary thing to do. But that idea of a nightmare question is just something that nobody's ever going to ask you.

Meredith Fineman:
But what is that one deep dark thing you torture yourself with at three o'clock in the morning and bringing it into the light and answering it and having a canned answer. But if anyone asks you your nightmare question ever, I'll be like, "I'll give you a refund." Which I can't legally do, but I'll try.

Bobbi Rebell:
You'll figure out a way. And speaking of what you're going to give to your readers. Number 10 is actually working from home and bragging better. And you have a special something coming out for that.

Meredith Fineman:
Yes. Who could have predicted, I mean, virologists or epidemiologists or scientists could have predicted coronavirus, but I mean, publishing and putting out a book in this time is pretty wild. And I realized very, very quickly that I needed to write an extra chapter about bragging better from home and bragging better online, because we can't get in front of people, and that is a huge part of bragging and a huge part of business.

Meredith Fineman:
And so many different industries are impacted in job search, and there's just so much going on. So it didn't make it into the book, but bragging better from home and online will be released to the public in the coming weeks. And I'm also recording an audio version, so you can listen to it too, if you're taking a quarantine walk, because it has to be said.

Bobbi Rebell:
What is your number one tip from there? Give us a sneak peek.

Meredith Fineman:
I'll give a tip, but first acknowledging everybody's having to shift everything and there are a lot of conversations about whether or not, I mean, you can do nothing in this time, but I personally feel empowered by productivity and empowered by being given things to do that will make an impact.

Meredith Fineman:
I would say the tip is now is not the time to necessarily break through with your message, but it is a time where the world feels like it's on pause in a lot of different ways, and it's a really great time and I don't know if we will ever get time like this again. And for some people, I have the luxury of time, that's a privilege and if you're not an essential worker and et cetera, et cetera, now is a really great time to take stock of what you are putting out, to take a second and think about starting a personal website, to take a second and look at your email signature, because we don't normally have time to do those things and it is an overall reflective time.

Bobbi Rebell:
Great advice. Tell us where people can find out more about you. We know the book is going to be everywhere and they can order it online and all the places.

Meredith Fineman:
Yes, it will.

Bobbi Rebell:
Where can people find out more about you and all of your different, your business, your book, your podcast, all the things, Meredith.

Meredith Fineman:
All the things that I love doing and stuff. You can find me online at meredithfineman.com. That has links, everything about the book. The book has its own website, brag-better.com. Please for the love of God buy this book, so that I can continue to wear designer discount resale clothing.

Meredith Fineman:
You can buy the book from, the big guy or small indie shops. I have a podcast called It Never Gets Old, ingopodcast.com and all those different things on all the social media is at MeredithFineman, but I would say my Instagram is where I spend a lot of my time, which is just at MeredithFineman, where all my good memes are.

Bobbi Rebell:
Thank you so much.

Meredith Fineman:
Thank you.

Bobbi Rebell:
So cool that Meredith added that extra chapter about working from home and how to brag better in this new situation we're all in.

Bobbi Rebell:
We're going to leave a link to it in the show notes, so you guys can all download it for free. I got an early copy by the way of the book and it is the perfect read to get re-motivated as we move into what I hope is a reopening phase of the pandemic. Let me know how you brag better. DM me on Instagram at BobbiRebell1 and on Twitter at BobbiRebel.

Bobbi Rebell:
Get on my grownup list. It is free, I would love to have you. We share lots of tips about how to live a grownup life. Go to my website, Bobbirebel.com to do that.

When Hint CEO Kara Goldin started getting calls from celebrities about investing in her company, she quickly learned to make sure she only partnered with those who were authentically aligned with her brand values. Kara shares the story of why she said yes to John Legend, but took a pass on another big pop star. 

Kara'’s Money Story:

Kara Goldin:
Well one of our investors, probably the most famous of our investors is John Legend. I mean, John Legend, every time he's playing he a bottle of Hint on stage with him. And people always say, "How do you get John to do that?" I'm like, "I don't." I mean, John does it on his own. John just brings it up there because he loves drinking our product.

Bobbi Rebell:
So I have to ask you, how did John Legend become an investor?

Kara Goldin:
So John, actually, it was almost 10 years ago now that he reached out to us. He had been drinking Hint, actually in Starbucks. We were in all 11,000 Starbucks stores nationwide, and he had picked up a bottle and really enjoyed it. Then reached out to us, and I have to be honest, I didn't know who John was, and you know he's grown a lot in the last 10 years.

Kara Goldin:
He called just trying to understand if this was a product of Coke or Pepsi. He was surprised to hear that it wasn't, and that he was like, "Gosh, this is really good. You're not using sweeteners of any kind. You're not using preservatives of any kind. I think that you guys have an incredible mission that is sitting in front of you to really help people get healthy."

Kara Goldin:
And he's said, "I am super curious if you guys are taking on investments, I'd be really interested." So when we did our next round, I reached back out to him and I said, "I'm not sure if you're interested, but you know, in addition I really want to meet you," because that's a whole other piece that I wanted to meet everybody who's invested in our company as well.

Kara Goldin:
And so, I might not meet them on a monthly basis, but I think it's also a very important thing to really understand where these people are coming from and do they buy into your mission. I think that's really important.

Kara Goldin:
So yeah, so that was how John came on, and he's just been a huge advocate, and has been, even called by people who were thinking of investing in the brand that knew him as well, even before when they found out that he was an investor. He's just a great advocate and good reference too for what we're doing.

Bobbi Rebell:
We talk about different stakeholders and different investors and what they bring to the table. So with a celebrity investor like John Legend, what does that bring to the mix that is complimentary, that's different from just your average investor?

Kara Goldin:
It's interesting. I think the key thing that I share with other entrepreneurs who are raising money, about celebrities, whether that's a sports figure or an actor, or performer, is that, do they actually believe in your product? Do they drink your product? Right?

Kara Goldin:
Because I think that if they don't actually understand what you're doing, and if they aren't a fan already, it's very confusing to the consumer, and it looks phony. And so, gone are the days where you can pay a celebrity to do an endorsement and throw it up on a billboard and people actually believe it.

Kara Goldin:
And so, I think that there has been a shift in, "Let's go invest in these companies." But I still think there's a lot of these celebrities that are really just doing it and then they're not actually ... They don't believe in it, and they'll be walking down the street and drinking something that is totally counter, in the case of a beverage company, to sort of what you're doing.

Kara Goldin:
If you end up on TMZ and you're not really living the brand, then I think it's just really phony. So I think there's confusion to so many, like, "Do I take the money from these celebrities or not?" The sniff test, as I call it is, do they love the product already?

Kara Goldin:
I mean, we've had calls over the years from a lot of celebrities, and I'm always willing to send them a case if they haven't had Hint, and just see what their response is. If the response is, "Yeah. You know, they liked it okay." Then I'm like, "You have to love it. You have to really understand why we're doing this." Because for me, again, it's not just about having a great tasting product, it really is about a mission to really help people drink better tasting water. That's like a huge thing.

Kara Goldin:
I mean, I also just don't want people involved in the company who are going to ultimately do something to tarnish the brand, and that's really the challenge I think with celebrities overall. So that's the key thing.

Kara Goldin:
I think another piece that comes up for a lot of entrepreneurs, and we've never done it this way, but I've heard that there are celebrities out there that just want equity in the company and they don't put any money into the company because they believe they can help the brand in some way. I don't know, I think you really have to have skin in the game and put some kind of money into the company too, because if you're just getting equity in the company, it's probably a deal that you ultimately want to pass on.

Bobbi Rebell:
I think it's interesting because a lot of celebrities ... I mean I think about Ashton Kutcher and Bono, and they've done real investing for real ... The ones that from what I know, have been most successful, are the ones that really are putting their money into it and their time and their attention, and they believe in it. And it sounds like that's something in your case that Mr. Legend does do.

Kara Goldin:
Yeah, and I think, I mean, very similar to successful entrepreneurs today, I think that if you have an investor who doesn't know why they're investing, then you should not have them investing in your company. It's such a key thing. Like, if they're just investing because they've seen that John Legend invested and they want to ride the coattails of John. I don't know, I just think that that's like, they're too high profile and they will be asked along the way and they will be watched along the way.

Kara Goldin:
So again, I don't want to do anything for them that's going to tarnish their image either. So I think that's such a key piece. I feel like just because you're saying, "I don't want your money," it doesn't mean that you can't have them, in the case of Hint, drinking the product. Right?

Kara Goldin:
I think basically having the conversation with these people like "Look, we want to create a win-win here for you too, and if this is going to be uncomfortable for you."

Kara Goldin:
I'll never forget this one quick story. We had a celebrity approach us, actually an agent approached us, and he said, this individual singer loved Hint, and called me, and he said, "He loved it, he thinks it's really great."

Kara Goldin:
And I remember going home to my daughter and I said, "Gosh," like the singer you know, who will remain nameless, "just loved our product and thought it was really great." And I said, "We might actually do something with him he wants to invest," et cetera. And my daughter, who is a teenager, she knew exactly who he was, but she said, "Oh, that's really interesting." And she said, "Well, last year he did a deal," an endorsement deal, not an investment, but, "an endorsement deal with 7 Up."

Bobbi Rebell:
Which has a lot of sugar.

Kara Goldin:
Which has a lot of sugar in it. And I said, "Huh," I googled it and saw it was true. And unless he was willing to actually say like, "I've seen the light and I don't want to have sugar anymore and I found Hint," and he's able to tell us why and speak to it, then I just think it's affecting your own brand ultimately, and it will be like he could be ridiculed.

Kara Goldin:
Here a 14-year-old was telling me this, and I went back to this guy's agent and I said, "I have to tell you the story." And I told him what my daughter had said and he said, "Well, no matter where this conversation goes, could I please hire your daughter because she really understands this stuff?" So being careful about where you're taking an investment.

“Gone are the days where you can pay a celebrity to do an endorsement and throw it up on a billboard and people actually believe it”

Kara’s Money Lesson:

Kara Goldin:
I think the big takeaway is know where your money is coming from and how it could ultimately affect you down the road.

“Know where your money is coming from and how it could ultimately affect you down the road”

Kara’s Money Tip:

Bobbi Rebell:
So for your everyday money tip, you have some advice of some basically free or almost free things that people can do and get discounts on right at their own company that many people don't even pay attention to.

Kara Goldin:
Yeah. So it's the beginning of the year and, maybe you're looking at a new job opportunity. Definitely look for jobs that have equity potential because that's ownership in a company, that's almost free money to have in addition to your salary. So definitely look for opportunities like that. But if you're also in a company that does not offer equity, there's often stock incentive plans at discounted rates that you can join onto and participate in.

Kara Goldin:
And then in addition to that, there's all kinds of benefits internally, that just makes sure that you know about those things at the beginning of the year so that you're not stuck at the end of the year realizing that you left a bunch of money on the table.

“John Legend, every time he is playing, he has a bottle of Hint on stage with him and people always say, How do you get John to do that? I’m like, I don’t. John just bring it up there because he loves our product. ”

Bobbi’s Financial grownup tips:

Financial grownup tip number one:

Has to do with taking money from investors or for just any reason from somebody where you need cash. Money has strings. That's why you pay interest to banks. They want something which they should get because they're lending you or giving you the money.

When you take money from someone or an entity, think about their angle. Are they giving you money to help you and/or what you are building, or do they have maybe an ulterior motive that you may not be in alignment with? Could they become a liability because you're affiliating with them, and depending on the terms, they could have a lot to say about the future of wherever that money is going.

Financial grownup tip number two:

There's a lot more to compensation than just the cash in your paycheck or from a client paying their bill. As Kara recommended, don't leave money on the table or wherever. Go read your HR website in full. It may not be boring and maybe kind of interesting.

Maybe take notes if you aren't going to do the things now, or if you are self-employed or a freelancer, read up on the tax code. Yeah, the tax code and what you can do to maximize benefits you may not even realize you were entitled to.

Look into groups that you can align with to get benefits. As an example, here in New York City, we have TDF, that stands for Theater Development Fund, and you can join if you fit a number of categories, one of which is freelancer, and that means you can get tickets for Broadway shows for as much as 70% off. That's a benefit, much like you would get when you work for a company. You also can get free membership, for example, to cultural institutions like museums by getting a New York City ID. So check what's available in your city.

Episode Links:

• Kara's website - www.drinkhint.com
  
  

Follow Kara!

• Instagram - @hint

• Twitter - @hint

• Facebook - @hint

• Pinterest - @hintwater
  
  

Some of the links in this post are affiliate links. This means if you click on the link and purchase the item, I will receive an affiliate commission at no extra cost to you. All opinions remain my own.

Ameliora Founder and CEO Adrienne Kronovet started paying close attention to clothing as a child shopping with her grandmother, and shares her timeless insights on shopping strategies and lessons learned. 

In Adrienne’s money story you will learn:

-The role the perfect pair of jeans played in her success

-Her strategy to determine value when deciding what clothing to invest in and more

In Adrienne’s money lesson you will learn:

-Her specific tips to find the best values when shopping

-The different ways you can leverage confidence to make the best financial decisions

In Adrienne’s everyday money tip you will learn:

-How to look at the cost-per-use of an item

-Exactly what to look for when purchasing a work-appropriate wardrobe, especially when you are first starting out in your career

EPISODE LINKS:

https://ameliora.com/

Follow Adrienne and Ameliora!

Instagram @Ameliorany

Facebook @Ameliorany

Pinterest @Ameliorany

Some of the links in this post are affiliate links. This means if you click on the link and purchase the item, I will receive an affiliate commission at no extra cost to you. All opinions remain my own.

Transcription

Adrienne Kronov:
I found these jeans. They were bootcut, dark wash, denim. I think they were about $60. I put them on, and oh my gosh, I felt invincible.

Bobbi Rebell:
You're listening to Financial Grownup with me, certified financial planner, Bobbi Rebell, author of How to Be a Financial Grownup. And you know what? Being a grownup is really hard, especially when it comes to money, but it's okay. We're going to get there together. I'm going to bring you one money story from a financial grownup, one lesson, and then my take on how you can make it your own. We got this.

Bobbi Rebell:
Hey, Financial Grownup friends. How can you tell when an expensive clothing buy is really an investment piece and not just a splurge that you're trying to justify? There are specific things that you need to know, and our guest is going to educate us. First, quick thank you just for being here. Your time matters. We appreciate it. We try to keep the show around 15 minutes because you're busy. The show is also free to you. We've done over 100 episodes, and the only thank you that I ask is that you give back by telling a friend that you care about and helping them find the show. They may not even know how to listen to a podcast, so help them actually load it onto their phone or other device so that they can also benefit from the stories of these amazing high achievers that we get to speak to here.

Bobbi Rebell:
Now, to another high achiever, our guest. You guys are just going to love her. Adrienne Kronovet founded and self-founded her clothing company, Ameliora, remember that name, with a very clear mission that she's going to share, and she is already making a real difference. But it all started with some special shopping trips with her grandmother. Here is Adrienne Kronovet.

Bobbi Rebell:
Hey, Adrienne Kronovet, CEO of Ameliora, hopefully I said that right, all of 23 years old. You're already a financial grownup. Welcome to the podcast.

Adrienne Kronov:
Thank you so much, Bobbi, and you pronounced it all right. I'm such a fan, and it's so awesome to be here.

Bobbi Rebell:
I'm glad you're being honest. But we did practice that, so we do try.

Adrienne Kronov:
We did.

Bobbi Rebell:
I've botched quite a few names, so we got past that one. So I mentioned your company, Ameliora, and we're going to talk more after [inaudible 00:02:28] but just quickly, since you're all of 23 years old, this is a self-funded, beautiful clothing company, the most elegant jackets and pants-

Adrienne Kronov:
Thank you.

Bobbi Rebell:
... named after extraordinary women. Just tell us a little bit about it.

Adrienne Kronov:
Yeah, absolutely. So I started Ameliora almost a year ago, which is so crazy to say, to make clothes that would make women feel confident and empowered. I really wanted to have clothes you would take out for a special occasion. If you had an interview to go to or you had a meeting or you were giving a presentation, I wanted to create clothes that you would grab for that special moment and put on that would make you feel absolutely invincible.

Bobbi Rebell:
And they are. I am the proud owner of the Carmen jacket, which we'll talk about later. They are beautiful, down to the fabric.

Adrienne Kronov:
Thank you.

Bobbi Rebell:
Part of that is because you learned the appreciation of clothing. You're from a family that was in the clothing business back in your home state of North Carolina, where your grandfather had a clothing mill, and you actually have a lot of childhood memories of, for example, shopping with your grandmother and a specific pair of jeans. Tell us your money story about these jeans. I think you wore them for almost a decade.

Adrienne Kronov:
I did. So every year for my birthday, my grandmother would take me shopping, and she did this for all of her grandchildren. And we all looked forward to it because my grandmother has the most exquisite taste-

Bobbi Rebell:
Wait.

Adrienne Kronov:
Yeah?

Bobbi Rebell:
Was this an outing for all of you at the same time, like one big day, or was it your birthday day?

Adrienne Kronov:
It was our birthday day, but we always when it was coming up. Grandma Maryann would call us, we'd pick a date, and then we'd head off to the mall. It was something that I know myself and all my cousins really looked forward to.

Bobbi Rebell:
And what was a day at the mall like with your grandma?

Adrienne Kronov:
It was an event. So my grandmother, she would pick us up. We'd go eat at the food court and we'd make a map of where we wanted to go and pick the highlights and stores we really loved. Like for my male cousins, I think she took them to maybe Dick's, and I know for me and a lot of my girl cousins, we went to Hollister and American Eagle. And she really custom tailored where we would go depending on our own personal taste.

Bobbi Rebell:
Was there a budget, or this was just the ultimate shopping spree?

Adrienne Kronov:
I mean, of course, there was always a budget, but it was really interesting because she never framed it around money. It was all about how the clothes made you feel. So, yes, there was a budget, but it never felt like one.

Bobbi Rebell:
Interesting. So then tell me what would go on in a typical shopping trip and about these jeans you want to talk about.

Adrienne Kronov:
My grandmother, it was such this treasured experience that she and I shared. So we, one day, I think it was I want to say my 12th birthday, and the two of us, we ate at the food court, and then we immediately headed over to Hollister. I tried on a bunch of stuff, different shirts, dresses, and all the sudden I found these jeans. They were bootcut, dark wash, denim. I think they were about $60. I put them on, and oh my gosh, I felt invincible, and my grandmother, she took one look at me. She saw how I felt in them, and she said, "You know what? We're getting them." So we got them, and I wore them from 12 to 21.

Bobbi Rebell:
Whoa, and by the way, just remind everyone, you're 23 now. Okay, go on.

Adrienne Kronov:
Right. I'm 23. Yeah. I'm 23 now.

Bobbi Rebell:
Miss CEO.

Adrienne Kronov:
[inaudible 00:05:48] right. So I wore these jeans at every place I had to go. I wore these jeans because I felt super, super invincible. I knew that if I wanted to look good, I would wear these bootcut jeans. I wore them to my first day of college. I have pictures and pictures of me in the same pair of pants. I mean, I wore them for almost 10 years.

Bobbi Rebell:
Did anyone ever notice? I mean, they're jeans, so most people don't, right?

Adrienne Kronov:
People don't. None of my-

Bobbi Rebell:
Yeah. Then it's a good thing it wasn't a crazy top or something.

Adrienne Kronov:
Oh my gosh. Exactly. And that was the best part because they were such a great, universal pair of jeans that I could wear them with a blazer if I needed to be more formal. I could wear a T-shirt if it was casual. They would work with heels, with sneakers, with slippers. I mean, I loved, loved these jeans.

Bobbi Rebell:
So what is the lesson for our listeners from this?

Adrienne Kronov:
I guess the takeaway would be get a good pair of jeans. I think the big takeaway from this is to be thoughtful in your purchases, make your buying really deliberate. I'd bought these jeans. When I got them, they were pretty universal so I could wear them with a blazer, like I said. I could wear them with really anything. They were so versatile. They were a forever piece in my closet, and just having that to turn to was so amazing knowing that I had a go-to item that would make me feel super confident.

Bobbi Rebell:
And speaking of investing in clothing or items that are going to really last, I love your everyday money tip because it's something that is becoming more of a discussion topic, especially as Millennials, like you, are moving up the career ladder and becoming more successful in business and wanting to present a certain way among their peers and colleagues.

Adrienne Kronov:
Yes. Absolutely. I think when, as myself and my friends, as we get older, we really want to look professional and we want to look polished. And so that leads me to my money tip, which is rather than just the initial sticker price is to focus on the cost per wear, which is basically where the value of the item is directly related to how much you use it. So if you have a $30 dress and you wear it once, the cost per wear is 30 bucks. But if you spend $100 on a dress and you wear it 20 times, the cost per wear is $5. I mean, I think my $60 Hollister jeans, I think the cost per wear was in the negatives.

Bobbi Rebell:
Yes. Pennies. Pennies.

Adrienne Kronov:
Pennies.

Bobbi Rebell:
Yes, which is excellent. Try to get to pennies in your cost per wear. Let's talk more about Ameliora, because, as I keep saying, you're 23 years old. You basically founded this right out of school, self-funded, which is incredible. You did have a family background. Your grandfather operated a clothing mill in North Carolina. This is not just about the clothing, though. Tell us more.

Adrienne Kronov:
Yeah, absolutely. It's all about how clothes can make you feel, the feeling I got when I put on those jeans and I felt invincible. It's about creating blazers and jackets and different items that you put on and you feel like you can conquer anything.

Bobbi Rebell:
And they all go together. They're all coordinated, which is great.

Adrienne Kronov:
Yes. Absolutely. Everything is made in the same black, except I will give you a bit of an exclusive-

Bobbi Rebell:
Ooh.

Adrienne Kronov:
We are in the process of developing and launching a new shirting that will introduce white into the collection, which I'm really excited about.

Bobbi Rebell:
Wait. I think I read a little bit of a hint about this. You're sourcing unusual fabrics, so there's also some innovation happening here.

Adrienne Kronov:
Right. What we're trying to do is we're trying to elevate the regular suit. So in our suiting and in our shirting fabric, we're using performance fabrics. So imagine the same fabric that's used in Lululemon legging but as a shirt, a professional shirt.

Bobbi Rebell:
I need to see this. I'm going to have to track you down in New York and come down and see it. So where can people get your stuff? Where can people get everything?

Adrienne Kronov:
Yes. You can find us 100% online at Ameliora.com. We live on the web. We're accessible 24/7 from any device.

Bobbi Rebell:
And social media, where can people follow you?

Adrienne Kronov:
Yes. Social media @AmelioraNY.

Bobbi Rebell:
On all the channels.

Adrienne Kronov:
On all the channels.

Bobbi Rebell:
Awesome. Well, thank you so much. This was amazing.

Adrienne Kronov:
Thank you so much, Bobbi. It was such a joy to be on.

Bobbi Rebell:
I can't wait for all of you to check out Ameliora. The pieces are stunning. I own a Carmen jacket and love it, and I love that she's expanding beyond black. Who knows what's next? Financial Grownup tip number one, if you do splurge on something you love, and then you realize you were wrong, return it. Now, that may sound obvious, but as everyone who has cleaned out his or her closet knows, you probably found some items with tags on it. You know who you are. And in fact, go through your closet right now and see, or after you finish listening, and see if any items have tags on them, and if it hasn't been too long, return them.

Bobbi Rebell:
Financial Grownup tip number two, leverage what you know and who you know. I met Adrienne almost a year ago when she was just launching the line right out of college. Most people would say she should have worked at a fashion line behind the scenes and learned the ropes, but you know what? Because her family had been in the garment industry, she already knew the ropes, and she was able to use that to her advantage. A lot of people don't want to go into family businesses, but tapping into what those closest to you know and know well is a smart move, and that goes for friends who may have insights and connections in a given field as well. Use it. Life's tough enough.

Bobbi Rebell:
Hope you enjoyed this episode. We have some big new things planned that I will be talking about later this week, so be sure to subscribe and go into settings to make sure that you are in auto download mode so you don't miss it. Be in touch on Instagram @BobbiRebell1, and on Twitter @BobbiRebell and PM me what you want to see more of because we're making big changes here at Financial Grownup. And thank you to Ameliora's Adrienne Kronovet for helping us all get one step closer to being financial grownups.

Bobbi Rebell:
Financial Grownup with Bobbi Rebell is edited and produced by Steve Stuart and is a BRK Media production.