Holly Daniels Christensen | Innovative Women to Follow in 2023 | Exeleon Magazine

Embracing Excellence
www.exeleonmagazine.com
Frisky
Whiskey:
Bringing
Flavorto
Whiskey
IN - FOCUS
IN - FOCUS
AllisonWalsh:
Driving
Unmatched
Results
INN VATIVE
O
WOMEN LEADERS
TO WATCH IN 2023
Holly
Daniels
Christensen
Creating
Alignment
WRITTEN BY TERESA
ERICKSON AND TIM WARD
CREATING MEMORIES
WITH SAND

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Embracing Excellence

C O N T E N T S
HOLLY DANIELS
CHRISTENSEN
12

C O N T E N T S
NICOLE YOUNG
26

C O N T E N T S
NATALIE STAVOLA
38

#MyJo
Exeleon Magazine Presents

Creating
with Sand
memories
Holly Daniels Christensen
Founder & CEO, Dune Jewelry & Co.
cover story
WWW.EXELEONMAGAZINE.COM 13

M
emories are often leeting, but Holly
Daniels Christensen, Founder of Dune
Jewelry, has found a way to capture them
forever through her designs.
As the original beach sand jewelry
company, Dune Jewelry has evolved into
the world's only experiential jewelry
brand. Their handcrafted pieces
incorporate sand and earth elements
from thousands of iconic locations
around the world, allowing customers to
wear a tangible piece of their favorite
memories and experiences.
But Dune Jewelry is more than just a
jewelry company - it's a portal to a world
of emotions and experiences. As
Christensen says, "We capture
experiences in every design that leaves
our studio.” With a lifetime warranty and
happiness guarantee, Dune Jewelry
ensures that their customers' cherished
memories will be preserved for a lifetime.
Spearheaded by Holly, the company has
proven that their innovative approach to
jewelry-making strikes a chord with
people all over the world.
Featuring as the Cover of Exeleon's Most
Innovative Women to Watch is Holly
Daniels Christensen. Herein, we look into
the journey of Holly, her vision as a
leader, her struggles, and her connection
with sand.
WILD AND COLORFUL
It is believed that the choices we make
dictate the life we eventually lead. For
Holly, it is these choices that have helped
her move past every adversity and attain
success.
Holly's father passed away when she was
only 8 years old. Unable to cope with the
loss, her mother turned to drugs. Holly
mentions “I knew I didn't want to live in
that environment, and I made a dif icult
decision at a very young age to walk
away.”
At the age of 15, Holly left her home and
dropped out of school. She went out of
her way to make a choice and steer
towards a direction of hope.
Today, as a transformational
entrepreneur, Holly makes sure to guide
emerging leaders about the value of
cover story
EXELEON MAGAZINE
14

facing and overcoming adversities.
She believes that it is these
adversities that eventually make
one a great entrepreneur.
Holly explains, “Entrepreneurs who
have dealt with misfortune, work
differently than those with a
traditional upbringing. We've got
grit, we've got survival skills and
we're determined to never go back
to where we came from. It's a little
sad, but extremely powerful.”
CHANGE THE NARRATIVE
From a young age, Holly used to
closely observe and follow her
grandmother – a bargain lover who
truly knew the value of money.
Talking about her grandmother,
Holly recalls, “She used to reuse
tinfoil over and over again to heat
things up in the oven, cover things,
and store things around the house.
When it wasn't suitable for food any
longer, she would wash it and mold
it into a ring dish or some random
household tool. She came from
nothing and taught me the value of
a dollar.”
Holly was quick to leverage the
learnings from her grandmother
and started her entrepreneurial
th
journey in the 4 grade by selling
bubble gum at her school.
Today, her learnings and
experiences have helped her see
things from a different perspective.
She mentions, “I used to look at my
upbringing as dysfunctional and/or
negative, but I've been working
diligently to change that narrative
over the past 3 years.”
She continues, “The thing is, we
don't choose the environment we
are born into but as time goes by,
we do have the power to change it,
either accept it or deny it, and move
past it.”
Perhaps it is because of this
perspective, she is quick to point
out that she wouldn't have done
anything differently if she were to
start again on her journey. “I'm
blessed to have gained so much
experience, con idence, and
knowledge in my lifetime. A full

master's degree from Real Life
University.”
DUNE JEWELRY
Holly' journey with Dune Jewelry
began at her kitchen table back in
2007. Inspired by the expansive
beaches on Cape Cod, where Holly
grew up, she started making sand-
illed jewelry designs for family and
friends.
She recalls, “Every time I would
bump into people who I had gifted
my jewelry, they would be wearing
my designs and they would often
ask if they could bring back sand or
earth elements from their
upcoming trips for a custom
design.”
“Of course, my answer was yes, and
it dawned on me that everyone I
knew had a place or memory that
could be captured in these designs.”
Having had this realization, Holly
decided to hone her craft by taking
on a jewelry workshop at
Metalwerx in Waltham, MA.
Soon her inspiration became a
passion, and her passion turned
into a thriving business.
Today, Dune Jewelry has grown
from being a one-woman led
kitchen table business to a diverse
jewelry manufacturing company
with thousands of customers from
around the world.
CAPTURING MEMORIES
Built around the concept of
capturing cherished memories,
Dune Jewelry is a unique brand that
is handcrafted and personalized
just for you.
Holly mentions, “My favorite thing
about Dune Jewelry is that we allow
you to hold onto your favorite
memories.”
The company creates tangible
reminders of life's most precious
moments using sand and earth
elements from thousands of
sentimental and iconic locations
from around the globe. “So, while
the world becomes more digital,
with most of our photos catalogued
in our phones, Dune Jewelry
captures your memories in a
unique way.”
Dune Jewelry began as The Original
Beach Sand Jewelry Company® and
has since then evolved into the One
and Only Experiential Jewelry®
“At Dune Jewelry, we o er
tangible reminders of life’s
most precious moments using
sand and natural elements
from iconic locations
worldwide.”
cover story
EXELEON MAGAZINE
16

cover story
“You have to be open to
outside inﬂuence and drop
the ego. Nobody knows
everything.”
18 EXELEON MAGAZINE

brand in the world. “We capture experiences in
every design that leaves our studio, and we oﬀer
a lifetime warranty and happiness guarantee.”
Talking about one of her favorite designs from
their catalogue, Holly mentions the Rope Seven
Sand Cuﬀ Bracelet which she makes sure to wear
every single day. “It's illed with sand and earth
elements from all of my favorite memories and
travel aspirations. Pressed lowers from my
wedding, sand from Positano, Italy, shells from
St. Thomas, clay from Sedona, Arizona, sand
from the Greek Isles, earth from Africa, and
Mother of Pearl to remind me to stay calm and
positive even in challenging situations.”
At Dune Jewelry, Holly and her entire team are
dedicated to the idea of giving back to the
society. The company donates a small portion of
all pro its to various coastal preservation
programs from around the world, including the
Association to Preserve Cape Cod.
Holly proudly mentions, “I love giving back to
multiple small charities and organizations where
I know the funds will be used with care.”
HAPPINESS COMES IN WAVES
Talking about her book – Happiness Comes in
Waves – Holly mentions that the book includes
life lessons she has learned from the ocean, sand
stories from Dune Jewelry customers, and team
members. Moreover, the book includes quotes
from her friends, family, and colleagues as well
as all the incredible women she has connected in
her journey.
“The ocean is eternal, it's powerful, and it's the
lifeforce of our planet. Not only does it sustain
us, but it brings so much joy and peace to
billions of people around the world every day.”
She continues, “I'm inspired by women and this
book celebrates not only the ocean, but also
women around the world. Our power, our
beauty, and the connection we have to Mother
Earth.”
cover story
20 EXELEON MAGAZINE

Buy Book on Amazon.
BE UNCOMFORTABLE IN ORDER
TO GROW.
Over the years, Holly has integrated
an entrepreneurial approach that is
focused on trial-and-error
methodology. She believes, as an
entrepreneur, it is imperative for
one to shake things up and make a
mess in order to create something
better. “The cleaning up of the mess
is where real progress is found.”
When she started Dune Jewelry, she
received signi icant feedback from a
lot of business owners and
experienced executives. They
mentioned that the proprietary
customization process developed
by Holly and her team wasn't
scalable. She recalls her reaction to
this feedback, “I understood at the
time that our process was
complicated and time-consuming,
however, I was in full denial that it
wasn't scalable.”
Fast forward 12 years later, Dune
Jewelry has shipped well over a
million personalized designs to
customers across the globe.
Holly has molded herself into a
leader who is not shy of being
uncomfortable. She mentions to be
an innovative entrepreneur one
must “be willing to do the work, get
your hands dirty, explore new
technology, look at unusual
solutions, dig in, be uncomfortable
in order to grow, and be willing to
do it manually before inding the
perfect solution.”
She further adds the importance of
listening to your customers and
your team. “While you may think
you know exactly what your
customers and team need and want,
you don't. You have to be open to
outside in luence and drop the ego.
Nobody knows everything.”

RECOMMENDATIONS: HOLLY'S TOP PICKS
Holly is an innovative entrepreneur
who not only founded and built
successful businesses but also
shares her valuable insights on how
to operate a business ef iciently.
This is why her recommendations
can be a valuable resource for
others looking to improve their
productivity, learn new skills, and /
or even seek inspiration.
One Book Entrepreneurs must
read: Losing my Virginity, Richard
Branson
One Productivity Tool that you
use: Trello.
One Mobile App that you use the
most: Tiny Scanner
One Movie / Show that you would
recommend: Any Given Sunday,
Shark Tank speci ically for the pure
joy Barbara Corcoran adds to this
world.
One Quote that Motivates you the
Most: “Done is better than perfect”
resonates with me every single
time. In my experience momentum
creates progress, progress creates
forward movement, and forward
movements creates success. I'm not
saying that anyone should use this
mantra to output a subpar product
or service, but if you do your best
and you're ALMOST happy with the
project, put it out there with a
request for feedback. Works every
time!
One Investment Advice that you
Follow: Hold on to real estate
ALWAYS, even if you have to give up
comfort to do so. As for the stock
market, Warren Buﬀet said, “Be
fearful when others are greedy, and
greedy when others are fearful” and
I try my best to re lect on that when
I get antsy to buy or sell.
cover story
/dunejewelry
/dunejewelry
/dunejewelry
/dunejewelry
www.dunejewelry.com
22 EXELEON MAGAZINE

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b r i n g i n g
i n t e r v i e w w i t h n i c o l e y o u n g
What according to you makes one an
empowering woman? How do you
integrate the same thought into your
leadership?
I believe an empowering woman is
someone who not only shines naturally
but inspires those around her to tap into
their inner spark and to use that spark to
do big things. I make it my business to
surround myself with individuals that I
can inspire but who also inspire me. I
think that combination is one the most
important keys to operating and growing a
business.
Talk to us about your growing up years.
What is your earliest memory as a
leader / Entrepreneur?
By age 5 I was the cousin that would
convince all the other kids to put on a
performance (that I of course wrote,
choreographed, styled, and designated the
roles to) for the grownups at our family
parties. And the "shows" were pretty epic!
I also remember my dance teacher Miss
Francine telling me that I had leadership
skills somewhere around that same age.
She would often place me in the front row
or have me face the class and use me as an
example to the rest of the class. That
memory in particular is a constant
reminder to lead by example.
What prompted your interest in
whiskey? How did you go on to form
your own lavored whiskey brand?
My interest in Whiskey was really sparked
by my love of creating lavor. As a recipe
developer in the food space, I'd always
used lavor to transform and expand
people's views as well as their palates, so
creating a whiskey with the intent to
transform pre-conceived notions about
whiskey and expand the whiskey audience
was something I jumped at the chance to
do.
E X E L E O N E X C L U S I V E

Talk to us about the research and
crafting process that has gone into
making Frisky Whiskey?
After extensive market research, we
determined that there was a void that
could be illed in the whiskey space,
speci ically where lavored whiskey
was concerned. In stark contrast to
what lavored whiskey meant before
Frisky, we created a premium whiskey
with natural lavor. No fruity taste, no
arti icial lavoring and no dessert-like
after taste.
As a black female entrepreneur,
what have been some of the biggest
challenges and learnings in your
journey?
One of my key takeaways as a Black
female entrepreneur is that virtually
everyone will doubt you and your
ability to succeed (including many of
the people who smile, congratulate
you, and tell you how proud they are
of what you're doing) but if your work
and your product speak for
themselves, the only pat on the back
you need is from you own hand and
the only people you need to impress
are the people in your target
audience.
Having received multiple awards
and emerging as one of the fastest
growing brands in the spirits
industry, how do you plan on
scaling the Frisky Whiskey brand?
I am extremely thankful to my female-
lead team and truly humbled by their
hard work with ensuring the great
start Frisky Whiskey has gotten oﬀ to.
In under a year, we've opened
distribution in 7 states and have
secured shelf space with major retail
chains like Walmart, Costco, and Total
wine.
With plans underway to launch in
another 5 markets and a new
distribution deal in the works (details
coming soon!) we are eyeing national
expansion. The goal is a strong
presence for Frisky Whiskey in large
chain retailers as well as smaller
liquor stores across the country.
Finally, what would be your advice
for women entrepreneurs when it
comes to maintaining work-life
balance?
Work-life balance advice is tricky
because every woman's situation is
unique but the one thing, I would
recommend women in business
prioritize is their health. It's very
important to take diet and exercise
seriously!
Entrepreneurship can take its toll on
your mind, body, and soul and there is
a deep connection between feeling
healthy and strong and performing
that way both at work and at home.
EXELEON MAGAZINE
28

Creatin
Written by Ter
o change the world, even just one corner of it, you can't
Tdo it alone. You need a strong, collaborative network.
Often, however, when we attempt to work with others to
achieve a common goal we end up in power struggles,
negotiations and entanglements that can sap our energy and
leave us frustrated and falling far short of our ambitions.
Alignment, as we de ine it, oﬀers a diﬀerent path. Instead of
inding a common goal to rally around, alignment depends on
inding a common purpose. A goal is an external objective. A
purpose is internal; it is about values and vision. Finding a
common purpose transcends speci ic objectives and creates a
bond that makes you feel part of the same tribe or team as your
collaborators.
The TV show Survivor is a great example of what happens when
people only have a common goal. Season after season we watch
alliances form with the mutual goal of making it to the “ inal
ive” or the “ inal three” on the show. Yet because the ultimate
goal is for an individual to win over all others, these alliances
almost always break down. Somebody wants to get the jump on
the rest and betrays the group.
A common goal is a means. A common purpose is an end.
EXELEON MAGAZINE
32

ng Alignment
resa Erickson and Tim Ward
Contrast the Survivor type of alliance with one of
the most famous cases of alignment the world has
ever known: The Battle of Thermopylae, which was
made into a Hollywood ilm, 300. This historic event
is considered one of the greatest displays of
courage in the face of overwhelming odds – and its
outcome decisively altered the course of history.
In 480 BC the Persian emperor Xerxes invaded
Greece, determined to add it to his vast empire. A
massive army, estimated at 100,000 men, marched
on Athens and central Greece from the north. But to
reach their goal, the Persians were forced to travel
through a narrow pass at Thermopylae. For two
solid days, a band of 300 Spartan warriors blocked
the pass, holding at bay the entire Persian attack
force. Ultimately, the Persians defeated the 300, but
the fortitude of the Spartans who died at
Thermopylae inspired the Greeks. Although they
lost the battle and Athens fell, the Greeks refused to
surrender. Later that year they won two stunning
victories. Xerxes retreated, and most of the defeated
Persian forces died of disease and starvation as
they led from Greece.
Had the Greeks lost heart, there would have been
no golden age of Athenian democracy with all it has
given to the world – elected leaders, the birth of
reason, dramatic theater, trial by jury, free speech
and universal public education of citizens.
To the 300 Spartans, their aligned vision of a free
Greece was worth dying for. We might say
alignment creates a common purpose worth living
for.
When we teach alignment to our clients, we do it at
the end of a six-day Master Communicators
program. This is because to eﬀectively create
alignment you need to know just about every other
skill in this book, including messaging, authority,
rapport, framing, vision and storytelling. Here are a
few additional techniques your can easily use to
increase your ability to align yourself with others:
FIND THE RIGHT PEOPLE
Your existing network is your best resource.
However, people often don't see their network. It's a

sort of hazy web hanging in space. To concretize this web, take a
large sheet of paper, draw a small circle in the center with your
name in it. If there is a particular purpose you are working
towards, like moving a project, program, or piece of legislation
forward, write that on the top of the page. Now you can map your
network: draw lines connecting you to others in your work or
personal life. Next, take a colored pencil or marker and use that
color to connect you with those on the alignment map who could
help you achieve your goal in any way. It could be that some names
on your map are bridges to other networks of in luence.
The result will probably look like the sort of diagram you see in
detective shows on TV – with a murder victim connected to dozens
of potential suspects and witnesses. It doesn't matter if your
diagram looks messy or chaotic; creating the display so you can
visualize it is what counts.
If you are focusing within your company, get hold of an
organizational chart. Circle your name, and then connect it with
others with whom you have a connection within the organization.
You can use diﬀerent colors and thicknesses of lines to indicate the
strength of the connection, whether is personal or professional, etc.
Here are two lessons some of our participants learned through this
exercise:
One thought leader we worked with was attempting to in luence
several governments across South America to forge an economic
policy agreement. She needed to align with others with a similar
vision: individuals who would be willing to use their in luence to
get the key decision makers to sign oﬀ on it. By simply diagraming
her relationships she quickly realized there were three people she
knew in Washington DC who could help her – and in fact, she knew
one of them would be meeting with a visiting South American
president the following week. But it had never occurred to her to
think of asking for his support on this issue.
Another example was a woman we worked with who was in
charge of strategic communications within her organization. She
wanted to map the relationships between her unit and the rest
of the organization. She was astonished at the result. It revealed
that her team had very strong relationships with two thirds of
the organization, but very few lines connecting them with the
inal third – and she had always wondered why this department
was so unresponsive to her strategic initiatives! Here's a
simpli ied example of one of these maps:
EXELEON MAGAZINE
34

There's an additional level you can
add to this if you are looking to
connect with speci ic in luencers.
It's similar to the concept of “Six
Degrees of Separation.” This is the
theory that we are potentially
connected to everyone else on the
on the planet by links of no more
than six people. The “Kevin Bacon
Game” best illustrates this
principle. How many people would
it take to connect you to Kevin
Bacon? You probably know
someone who knows someone who
knows someone famous in
Hollywood, and that person would
know Kevin Bacon. That would be
four degrees of separation between
you and Kevin Bacon. Diagramming
your relationships can help you ind
the best route to connecting with
key people you might want to
create an alignment with.
CONNECT AROUND SHARED
VALUES AND VISION
Here's where rapport, vision,
framing and storytelling all come
into play, especially if you are
reaching out to people you don't
already know. When we ind
someone with a common vision and
values, there's this tremendous
burst of energy, like an atomic
fusion reaction. It is as if we
intuitively sense not only the great
potential of aligning ourselves with
others, but also that this use of our
energy will bring us some kind of
joy. You “click” with them, and that
sense of “clicking” is the sound of
connection. When people ind a
sense of common purpose, they will
work long and hard together, often
without any thought to inancial
reward.
If you are meeting someone in
order to gauge the potential for
alignment, it is important to listen

to the stories they tell, the heroes they describe, and
the metaphors they use. These reveal what
philosopher of psychology Shai Tubali calls the
primal narrative. These are the stories we tell
ourselves about how life is, and about inding our
place in the world. 1
For example, someone who uses sports metaphors
and tells stories about big wins or losses in life
might have a primal narrative centered around
competition. If you have a similar af inity for
competition, this might spur the two of you to want
to join the “same team” in some common endeavor.
The purpose is to see if you can ind a common
value. This will allow you recognize each other as
belonging to the same tribe. As soon as this happens,
a sense of “in group” identity gets created which
becomes the basis for collaboration.
Similarly, if you are seeking to connect with others,
think about what you value as ends in themselves.
What stories do you tell that reveal your passion and
vision? As we were mastering this concept ourselves
several years ago, we realized we were not doing as
good a job as we could at engaging new clients
around the courses we were most excited about. So
we changed our tactics. Instead of describing the content of
our programs, we led with our passion for creating
transformation through communications. This resulted in
a remarkable shift. We found ourselves working much
more with leaders who shared our passion.
When you “click” with someone around shared values and
vision, you ind yourselves searching for ways to
collaborate. How can you do this most ef iciently?
COMPROMISE
Compromise seems negative to many people. It implies a
power struggle: giving up something in order to get
something. In work and personal relationships we often
approach compromise like negotiators seeking to
maximize our gain and minimize our loss. But when it
comes to alignment, compromise means something
different. It goes back to the Latin root of the word, which
implies a “com” – meaning “together” – and “promise,”
meaning to “send forward”. So compromise can be
considered a “sending forward together, ” which is a great
de inition of alignment.
Mature compromise is not a power struggle. Instead, you
can acknowledge that the other person has a strong and
independent will. In fact, you want that other person to be
as powerful as possible. You also want them to stay different
from you, because that difference brings different skills and
resources, and makes you more powerful when aligned.
Think for example of the comic-book heroes, The Avengers.
36 EXELEON MAGAZINE

Iron Man, Thor, Black Widow – each brings their unique power to
the team, which is what makes them strong.
Compromise, then, can be a way of working together that allows
each of you to maximize your strength. Sometimes this means
yielding to each other when there is con lict. Sometimes it means
being willing to hold the tension of diﬀerent views until you can
ind a way forward.
We often do this ourselves when we create a new course. Tim, with
his background as a non- iction author, relishes complexity. Tim
prefers to design course modules that contain a comprehensive
theoretical explanation so participants can understand how
fascinating these ideas are, and where they come from. As a
former radio host and editor, Teresa is attuned to the ease with
which a listener will be able to grasp content. To her, shorter is
almost always better. Information should be practical, and any
theoretical content must be followed with an example of its
application. We've learned that when we value each other's
perspective more than getting our own way, we come up with
something better than either of us could have designed on our
own.
One of the most amazing organizations we've worked with that
puts alignment into practice is an NGO based in Washington named Machik.2 This is a group that
works with Tibetans inside Tibet on education, environmental, and social issues across the plateau.
Once a year they bring together Chinese policy researchers from Beijing with respected Tibetan
community and civic leaders for a unique discussion and exchange on the challenges of governance
in Tibet. Previously these two groups never interacted. Most people are aware that these are
uncertain times in Tibet. Yet the people who come together for this dialogue have forged a bond and
commitment around the vision of a peaceful future for Tibet.
In sum, alignment multiplies your ability to create transformation. The truth is, most people in the
world follow their own desires, and often this push and pull us in diﬀerent directions, so that the
overall result is not momentum towards a particular goal, but a global inertia. You could even
conceive of society as like a giant hot air balloon or loating blimp. It's vast, but motionless.
However, if you blew on it from one direction with enough people and sustained force, sooner or
later the balloon would respond to the pressure and begin to move in the direction you push it.
That's the power alignment can create. It's a force that can change the world.
This is an excerpt from the Chapter 18 of The Master Communicator’s
Handbook written by Teresa Erickson and Tim Ward.
Used with Permission from the Authors
---------------------------------------------------
37
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Be an
Example– NATALIE STAVOLA
What according to you makes one a
transformational woman? How do you
integrate the same thought into your
leadership?
I think awareness. Awareness and implementing
that awareness would make anyone
transformational. Speci ically, with women, being
a transformational woman would be becoming
aware that there are cultural biases,
objecti ications, diﬀerent traumas based on
gender and races… and learning how to heal from
all of that and becoming who you were meant to
be (or come back to yourself). Learning how to
stand up and speak up for yourself and others – I
believe that to be a powerful tool to use for
anyone in the leadership position.
How I personally integrate this into my own
leadership is by healing and learning. Healing
from the things that hurt me and learning to see
myself more clearly and respectfully. The more
clearly I see myself, and honor and respect
myself, the more clearly I can see those around
me and honor and respect them as well.
Transforming myself so I can help show others
how to do the same and join in to be a leader in
change.
Talk to us about your growing up years. What
is your earliest memory as a leader?
I grew up in Connecticut and then we moved to
Florida right before my teen years. So I got the
best of both worlds – New York City and winters
full of snow… then spending my time in the ocean
as much as possible. I'm a city woman meets
outdoorsy woman through and through.
My earliest memory as a leader is being an older
sister. When my brother was born, we were
pretty close in age, but I always looked at him,
even when we were babies, as this is my family, I
will protect this person and lead this person as
best as I can. I couldn't say “baby brother” when
I N - F O C U S

my parents introduced me to him, so I called him Bobo. I
still call him by that name to this day.
There were times when our parents would compare us
(as parents do) because I always had my nose in a book
and my brother was, I believe at that time, struggling
with his grades. I remember even then, as teenagers,
understanding that the books I was reading were
FANTASY, they were an escape for me. Not something to
be compared to and make someone else feel bad about. I
pulled my brother to the side one day and I told him
that, “don't even listen to them or anyone else compare
you to me or others. I am reading these books because
I'm escaping in them. They're not even academic. You
keep listening to what you need and ind your path.”
He went on to go to college and become an award-
winning journalist. He's got a masters now and
continues his education.
What prompted your interest and subsequently your
foray into the coaching space?
Growing up, helping others was always something that
felt natural. I used to give everything I had away (I was
that type of kid). To the utter shock of my parents at
times. I grew up with a lot of chaos and trying to igure
people out, so naturally I wound up getting a degree in
psychology and communications. I used to double major
with Criminology and Psychology (that was fun!) I've
always been fascinated with human behavior… I'm also
an actress so I love tackling characters and diving into
the WHY behind people's actions… and the HOW behind
overcoming obstacles and pain to reach your dreams.
After college, I started focusing on acting but then
addiction took over… I was in a lot of pain from the toxic
relationships I'd been in, I was trying to cope and was
destroying myself in the process. I was still helping
others; I was still giving everything I had to everyone
around me, I just had to learn how to give and be there
for others without it costing me my sanity, my mental
health, and me anymore. I had to learn how to stop the
chaos from childhood that still lived inside of me and
learn to choose healthy over comfort.
After I got sober and healed more, I wanted to share
that. I got certi ied for coaching, for NLP
(neurolinguistics programming, similar to what Tony
Robbins does), continued mentoring and coaching,
continued doing the work with my own coaches,
sponsors, therapists, healers, and the recovery programs
I love… and started learning what I pass on to my
clients…
Learning your worth, your boundaries, your values, your
standards and moving in alignment. Learn to pour into
your cup FIRST and then pour into others (as best as we
can). Getting comfortable with your own depths, and
inding people who are on the same journey as you…
inding your aligned partnerships.
My entire life and overcoming my own obstacles
prompted me to be a coach and help others do the same.
I get to be an example today.
What is the approach followed by you in your
coaching to ensure optimal client satisfaction?
I'm not sure if it's an approach so much as just care and
consideration for the client, but it's just about paying
attention to their goals and needs and discovering
what's working and what's not and then using the tools
to remove the blocks standing in the way of their goals.
We ind the issues, we discover the solutions, we use the
tools to get it done. I think what ensures satisfaction the
most is that we're doing this together and they're seeing
the results for themselves. They're doing it. They see
they can do it. That they've had the power and
empowerment all along. I just get to help them through
their journey.
You have spoken about addiction and abuse as some
of your biggest challenges, among many others in
your journey. For people facing similar challenges,
what would be your biggest advice?
GET HELP!!! ASK FOR HELP!! The moment you start
hearing yourself or your head say, “It's ine. I'm ine. I
CAN FIGURE IT OUT!” Nooooooo. Grab the phone, call
the substance abuse hotline or whatever hotline you
want or a HEALTHY friend, and GET HELP. We DO NOT
DO THIS ALONE. No one does. Not even the “self-made
millionaires”. EVERYONE has help. Even if it's from their
parents or mentors or whoever… EVERYONE has help.
EXELEON MAGAZINE
40
I N - F O C U S

Don't do this alone. I DEFINITELY do not.
There's no such thing as a bottom, the bottom
keeps getting worse. You can stop and get
help and get out of the dark place you're in,
ind out how. Get help from the people who
have been through it and OUT of it now, too.
Being an entrepreneur, speaker, coach,
actor, and more, what does a day in the life
of Natalie Stavola look like? How do you
ensure work-life balance?
Luckily for me, I'm doing a lot of things that
bring me joy. So, most of the time I have to
ind my balance between how much I am
giving to others and in what ways am I giving
back to myself.
Without art and acting, I'm pretty much
useless to others. I have to ill my soul up in
order to hold space for others. That's the
main balance for me.
A typical day looks like… wake up, meditate
(or at least put it on and breathe deeply)
make my coﬀee (latte!), jump into coaching
(helping someone wakes me up the fastest),
audition, or work on a script or read/write,
then pause… ask myself “what do I need
now”… this is where I'll go hang out with a
friend, go to a dance class, cultivate joy in
some way… something that makes me silly
happy.
Throughout the day, I'm checking in with my
sponsors and coaches and mentees.
I wish I could give some huge magic “this is
how you do work-life balance” that would
blow someone's mind… but it's really simple.
And the same thing I pass on to clients now…
I LISTEN to myself today. I'm a much better
listener to myself and my needs… so I check
in throughout the day and see where am I
hiding or playing small? Where am I
overworking now? Am I escaping anything?
What do I need? How do I meet that need?
It gets so much faster to be in that low of life
and pivot when life is doing its life thing and
throwing things my way… I'm good today. I
listen to those needs, I meet them. And when
I fall short, I love myself through it and have
incredible people around me today that we
walk through this whole thing together. I do
not do this alone.
What are some of the most intricate things
that we often get wrong in relationships?
And how can one overcome this for a
sustainable relationship and life?
The pain and limiting beliefs we picked up
from childhood that are still on repeat in
adulthood.
Everything and everyone around can be (and
typically is) a mirror for what's going on
inside of us. The answers are already within
each of us. Your answers are already inside of
you… get with someone who's good at
helping you read your own answers, heal,
overcome, and ind your truths.
Learn how to drop your guard and up your
boundaries. Guards block good things and
great people. Boundaries help let the good
things in and keep out the things that hurt
you or don't align with you.
Finally, what does the future look like for
you and your brand? What are you most
excited about?
Expanding and helping more people. I am so
excited about just growing my platform and
becoming more of an example of what it looks
like to overcome anything and showing
others how to do the same.
Ultimately, what I would love to do is ilm-
make more, be on set more, create, and just
pass out all of this information for others to
live their best lives, too.
EXELEON MAGAZINE
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I N - F O C U S

One Book Entrepreneurs Must Read –
The Mountain is You by Brianna Wiest
One Productivity Tool / App that
Everyone Should Use – Notes (lol so
simple)
One Podcast / Course that you would
Recommend – TBM To Be Magnetic
Recommend – The Woman King
One Quote that Motivates you the Most –
“Do your work. When you're scared, do it
anyways.”
One Investment Advice that you Follow
– Invest in yourself. Wait for the fear and
insecurity to pass so you're not doing it
from lack mindset and then spending
money on things that won't help
(con irmation bias.) Invest in yourself. It's
worth it. More people will bene it from you
investing in you irst. Be an example.
Exeleon Shorts:
I N - F O C U S

Allison
Walsh
—
EXELEON MAGAZINE
46
I N - F O C U S

DRIVING
RESULTS
Unmatched
—
eadership is a unique and multifaceted
Lblend that inspires and fuels progress.
At the forefront of this dynamic force
are leaders who drive results, the catalysts of
change who infuse their teams with purpose
and determination.
Allison Walsh is an example of a powerful
leader who knows how to drive results to
ensure optimal client satisfaction. In this
Exclusive Interview with personal brand and
business coach – Allison Walsh shares about
her journey and ideas of entrepreneurship.
powerful woman? How do you integrate
the same thought into your leadership?
A powerful woman is ALL WOMEN ALL THE
TIME. The Most powerful woman, though, is
one that sees her passion and her craft
through to happiness and success. The Most
powerful woman prioritizes her needs and
her goals and makes them happen! I hold
myself accountable and teach all of my clients
the importance of happiness and passion in
success, and how it takes action in order to
achieve it all.
What prompted your interest and
subsequently your foray into the
consulting and coaching space?
I started as Miss Florida in 2006 and quickly
realized that I have been able to ind success
in many things that I do. After gaining that
title for myself, I knew I wanted to help
others achieve amazing results pursuing their
goals because I am a huge fan of both
personal and professional development.
I had a few clients that I was working with,
but it wasn't until 2009 that I jumped in and
started treating the company as a priority. My
irst business was truly born during the
recession because I needed to igure out how
to help us dig ourselves out of the hole that
we were in as a result of my husband losing
his job.
IN – FOCUS

I knew I had experiences that I could
share and that there were clients who
wanted to learn what I had to offer, so I
igured out a pricing structure and
started hustling. They were getting
great results and word of mouth
referrals were coming in. I knew it had
even greater potential and so I decided
to partner with a dear friend to expand
the business, which was such an
incredible experience.
In 2015, I returned to a solo practice
and evolved what I offered to reach a
new clientele. Fast forward to 2021, and
my niche has continued to evolve as I
have. In addition to running my own
business, I've built other very successful
businesses along the way. Consulting
has always provided so much joy and I
am eternally grateful to the amazing
clients I've had the chance to work with.
What is the approach followed by you
when offering your services to ensure
optimal client satisfaction?
I am constantly evolving, growing, and
learning. Everything I've ever done or
experienced that's moved the needle is
incorporated in my training and work.
I've seen a lot of coaches pull back and
not share, at the risk of over-sharing
and not having anything new to sell. I'm
the opposite and a complete open book.
I also know how to drive results, and
always give 110% to my clients. If I can't
provide what someone needs, I will
refer them out. To me, results are what
matter and if I am not the woman for
the job, I'll connect you with someone
who is and cheer you on as you chase
your next goal.
What does a day in the life of Allison
Walsh look like? How do you ensure
work-life balance?
4:30 AM: Rise and shine, meditate, light
exercise and journaling.
5:15 AM: Working on a passion project
or something that lights me up and ills
up my cup.
7:00 AM: Getting my 3 kids ready for
school.
8:00 AM: One-on-one coaching sessions
with my clients
9:00 AM: Team meetings and one-on-
ones with my team
12:00 PM: Lunch, meetings and re-
prioritizing the afternoon to ensure
deliverables are able to be completed.
3:00 PM: Grabbing a snack, meetings
and praying that my kids don't zoom
bomb any videos calls (which happens
at least once a week).
7:00 PM: Doing the dance mom shuf le,
picking up and dropping off, and getting
my little guy ready for bed.
9:00 PM: Fast asleep. I'm an early to bed,
early to rise kinda gal.
Balancing work and life are extremely
hard, as I'm sure most of the Fem-
Founder readers know! One of the main
ways that I work to ind balance is by
knowing and understanding what is in
alignment with my goals. This is both
professionally and personally. When I
understand and acknowledge what is
working with me, instead of additional
work, I am able to cut what does not
serve me and focus on what does. I focus
on integration and alignment over
balance.
Looking back at your journey, what
would you have done differently
when starting out?
Stop overthinking and just go for it. I
learned so much when things didn't go
right and one of the biggest lessons is
that procrastination, especially around
launching something new, will never
result in sales (it only delays progress).
I got in my own way,
more ways than I care to
share but now I've
adopted the mentality
that it's better to put
things out there than to
talk myself out of doing
what I know I need to do.
What would be your
advice for women
entrepreneurs in
today's work
environment?
IN – FOCUS
EXELEON MAGAZINE
48

I see way too many women with
brilliant ideas fail at execution - not
because they weren't capable - but
because they allowed their excuses
to be way louder than their WHY.
Once you lay out a plan for what
you want to do and why you want
to do it, the most important and
critical step is HOW.
You grow stronger, more resilient,
and more capable each and every
day as an entrepreneur, and I
promise you will be so impressed
with your results if you commit to
your “why” and “How” and stay
crystal clear on your vision.
What does the future look like
for you and your brand? What
are you most excited about?
This year will allow me to cross an
exciting goal oﬀ my list as my irst
book will be out this Fall! I've
dreamed of this opportunity since I
was a teenager, so I'm thrilled that
it's coming to fruition.
I am also really excited to continue
speaking and contributing, and I've
also looking forward to my
company scaling. Our methods and
approach work, and not only am I
excited to work with new clients, I
am excited to bring new coaches
into the company to help us scale.
—
Finally, recommend / mention one thing
in each of this category:
One Book Entrepreneurs must read: Scale
of Fail by Allison Maslan
One Productivity Tool that everyone should
use: Jasper.ai
One Mobile App that you use the most:
Instagram.
recommend: Schitt's Creek
One Quote that Motivates you the Most:
“The whole point of being alive is to evolve
into the complete person you were
intended to be.” Oprah Winfrey
One Investment Advice that you Follow:
Hire an experienced advisor to help you.
IN – FOCUS

T H E W O M A N W I T H A
VISION
powerful woman? How do you integrate
the same thought into your leadership?
I really think that being a powerful woman
comes from the core values instilled in you
that you can't see and don't exactly talk
about. In essence, a powerful woman
shows integrity and sticks to their word;
not just for others, but to be true to
themselves. If you promise yourself that
you're going to do something, ensure that
you're meeting your own expectations and
following through, whether it's with your
own projects and ambitions, embracing
the drive to strive ahead in your career, or
focusing on self-care so you can wake up
and do it all over again.
Leadership comes from within - it
shouldn't seem forced, trite, or repetitive.
In life and business, I'm very much myself.
Raw Lauren is what you see and what you
get. If you work for me, with me, alongside
me, or you're a client, you'll get the same
version of me. That's something that I
know resonates with many people.
What is your earliest memory as a
leader/entrepreneur that you
remember?
Ironically enough, my earliest memory as
an entrepreneur was my irst lemonade
stand in the summer. And I can say without
a doubt, I learned more about
entrepreneurship in those moments than
you can imagine. I spent that entire
summer getting my irst lesson on pro it
and loss, ethics, making in-the-moment
decisions, and catering to the customer.
My second foray into leadership was at the
high school where I grew up in Northern
California. Lacrosse was an east coast
sport that many of my cousins played, and
I envied them. I wanted to play that sport
at my school. I decided to campaign at my
high school and ended up starting the irst
female lacrosse team in Northern
LAUREN IMPARATO
Innovator | Socio-Entrepreneur | Best Selling Author
I N - F O C U S

California. It took months of hard
work; petitions, budgeting, and
actually teaching people the game.
During lunch, I'd hold clinics
throughout the year and try to
convince women to play this as a
spring sport instead of the other
typical options my high school
oﬀered. We ended up winning a
bunch of championships.
A few years ago, I saw a woman on
the streets of New York wearing a
sweatshirt with my high school
alma mater that said, “Women's
Lacrosse” and it made me proud. At
a young age, I had to igure out how
to take an idea and bring it to
fruition, convince a bunch of
people, and make it happen.
What were the biggest challenges
when you took the leap of faith
and started your entrepreneurial
journey in 2009?
Fear. I'm not personally afraid that
often, but I was remarkably afraid. I
hadn't been ired or laid oﬀ during
the inancial crisis and was doing
well. I went to a good school, and I
loved it; overall, I was comfortable.
The idea of getting over the fear of
quitting was the hardest thing for
EXELEON MAGAZINE
52

me. The day I quit, I was a ball of
nerves, and my palms were sweaty.
I was risking something I was good
at where I was inancially stable to
go off into the unknown. But I knew
that fear is something that you face
and it's natural to be afraid, and you
really have to battle through it or
else you won't get anywhere.
What would be your advice for
aspiring entrepreneurs
struggling to take that leap of
faith?
Entrepreneurship is romanticized
these days. So many people say if
you do a good job and follow your
passions, everything will work out.
But truthfully, it's more complicated
than that. You have to have a
business plan and be meticulous
about it. You need to know that
your plans might change, and it will
be hard, diligent, and repetitive
work.
If you're ready to work hard and
stick to a plan, know that being in
the trenches on a day-to-day basis
is a reality. But if you have the drive
and passion, trust your gut and
jump in head irst.
Talk to us about your global
leadership organization – The
Association and what it stands
for.
The Association is a irst-of-its-kind
global leadership organization for
career-driven women that uses data
science and a proprietary
leadership methodology to create a
vetted group of Elite, extraordinary
women.
The Association curates 'Your
Personal Board of Directors' for
each member to help these women
assess and achieve their greatest
goals, challenges and opportunities
in their career and life. We have
of icially rolled out 20 boards
across the globe in cities including
New York, LA, the Bay Area,
London, Boston, Madrid, Miami,
D.C., Philadelphia and more, and
will continue to debut new cities
quarterly.
What it stands for is simple: it's a
non-girls club female organization.
Yes, we are women, but we're not
just a girl's club where you can chat
and complain. We make a point
with our structure and
methodologies to see how you can
extract value spending time with
The Association. It's less of a
sisterhood, and more of an
organization. We've built The
Association into something that
works for women by women in a
way that's applicable to society.
What does a day in the life of
Lauren Imparato look like? How
do you ensure work-life balance?
Having just had a baby in
September 2022, I have a different
day-to-day life than I did even two
months ago. But whether it was
pre- or post-baby, I know that
work-life balance is a tough thing to
ind. That said, I make sure I talk to
somebody I love every day, share a
meal with loved ones and exercise
every day. Usually the second I'm
up, and often times before I start
anything like having a glass of
water in the morning, I'm talking to
my co-founder, Janelle Hallier, who
is based in Spain and 6 hours ahead
of me. After we connect, I try to get
some exercise in before I get back
to The Association because we have
teams on the west coast just about
to start their day.
My days don't have structure, but
it's emblematic of the life of a
founder. Chaos can happen within
minutes and things change quickly.
As an entrepreneur, you need to
pivot and be lexible, whether that's
in your personal life or with
business.
I also make it a priority to turn off.
In my irst business I founded back
I N - F O C U S

in 2009, I never turned off or took a
vacation. I worked seven days a
week and was constantly on the
edge of burnout (and trust me, I got
there). Now with The Association, I
make a point of learning from my
mistakes and ensuring that when
I'm on vacation, I'm 100% on
vacation. That means I'm not on my
phone between dinnertime and my
coffee in the morning and instead
I'm focused on being present. I trust
my team I've built to keep the
momentum and know they can do it
without me while I take the time to
regroup.
Looking back at your journey,
what would you have done
differently when starting out?
Honestly, I wouldn't have done
anything differently. Not because I
think I did it perfectly, but because
the way I did it taught me so much
along the way. The irst business I
did alone and didn't have a co-
founder. I purposely didn't work
with investors and turned down
various opportunities. That led to a
lot of extra work, challenges, and
stress, but it taught me how to man
the ship of a skilled business.
Now my cofounder, Janelle, and I
work great together as a team.
Looking back, I wish I would have
had my own personal board of
directors or an unbiased place to
discuss balancing business, answer
my questions, face challenges, and
how to look at opportunities. But
that's why we created The
Association, so women can now
access that whether they're an
entrepreneur, VP, CFO, or artist.
Finally, what does the future look
like for The Association? What
are you most excited about?
The Association is in a big moment
of growth. We have 20 boards
across the globe which is incredibly
fast in comparison to how long
we've been at it and how
meticulous we are with member
acceptance. We're about to hit a
tipping point for growth which will
really help change the fabric of
working women and their careers.
I'm most excited about the fact that
we're launching our irst app and
are planning our irst global retreat.
We have members around the globe
that will meet for the irst time
which will add exponential power
to the organization and these
women, personally and
professionally.
I'm most excited to be able to bring
The Association to life for women
who have been seeking out
opportunities to connect with like-
minded innovators in the way that
both Janelle and I were looking for
in our own lives. While there are
countless women's groups out
there, there are very few that cut
through the noise of negativity and
competition to actually empower
and energize each member to be
the best versions of themselves. At
The Association, we're hyper-
focused on uplifting the individual
and the collective.
EXELEON MAGAZINE
54

INTERVIEW WITH SWITCH FOUNDER
Kathy Roberts
What according to you makes one an innovative
entrepreneur?
The adjective “innovative” in front of “entrepreneur” is more
than what I usually de ine as entrepreneurial. My opinion is
these visionaries see what is coming and usually don't follow
rule if they don't produce the outcome desired. They will
always ind a way even if it means water has to low up hill.
What is the Switch platform? What was the idea that led to
the formation of the company?
The Switch Platform is a blockchain-based inancial ecosystem.
From my irst introduction I had a fascination with the
reliability of the data on the blockchain and the freedom to
make transactions in a decentralized market. The world has
shrunk and with that we must adapt and evolve.
This is the second time in a lifetime that I've participated in a
project of this type. When Discover Card irst came on the
scene in 1985, it oﬀered unheard of features that were
disruptive to the existing credit card industry. As an early
executive (or “dawner”) at Discover Card, we introduced a lot
of disruptive thoughts are now industry standards to the
consumer credit industry. Now as a dawner in blockchain
inance, we have the same opportunity.
COMPANY SPOTLIGHT

Talk to us about the Switch
Rewards Card. What makes it
stand out from the crowd?
With our Switch Black Card and
Switch Trading Platform, users can
buy, sell, and send cryptocurrencies
and then can spend those converted
currencies in everyday purchases.
Through the Switch Node Network,
all of these transactions earn our
users Switch Digital Rewards. One
way that we are unique is our
Trading Platform has both a
custodial wallet and a non-custodial
wallet allowing our users to truly
own their digital assets.
As the CEO, what role do you play
in the day-to-day proceedings of
the company?
As CEO I am looking for
opportunities to further unite our
product with the needs and desires
of users and future consumers.
There is the current business to
oversee and keep up the
momentum of the project, parallel
with our future plans.
What have been the biggest
challenges for you and the team
when it comes to the technology
used?
The speed of technology changes
and consumer expectations are
more rapid than ever. This alone
keeps us in constant review of best
practices and outcomes for the
business and the customer.
What does the future look like
for Switch? Talk to us about the
recent beta testing expansion of
Switch Reward Card and what it
means.
With our Switch Black Card in Open
Beta and our Switch Trading
Platform is Closed Beta (and soon
to be Open Beta), this gives our
developers an opportunity to work
with the Beta Testers in the
community and receive feedback on
the products and work to create a
better user experience. We hope to
have both of these products out of
Beta Testing and in a full Public
Launch later this year and then
working on our roadmap of other
exciting customer oﬀerings
including B2B products.
Kathy Rober ts with COO
and President Bradley Willden
COMPANY SPOTLIGHT
EXELEON MAGAZINE
58

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Holly Daniels Christensen | Innovative Women to Follow in 2023 | Exeleon Magazine

Holly Daniels Christensen | Innovative Women to Follow in 2023 | Exeleon Magazine

Holly Daniels Christensen | Innovative Women to Follow in 2023 | Exeleon Magazine

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Holly Daniels Christensen | Innovative Women to Follow in 2023 | Exeleon Magazine