For Danielle Sobel, the key to success is the ability to be dynamic and nimble in an industry that's ever-changing, and to see set backs as lessons and stepping stones to keep you moving forward. Find out how her journey to Juice Society started and how she spends her days below.
Location: Austin Texas
Occupation: Founder & CEO at Juice Society and Flycatcher Farms
University: F.I.T (The Fashion Institute of Technology)
Secretly Obsessed With: skin care products & Drake.
On My Nightstand: So many cups of water, Spirit Junkie by Gabrielle Bernstein, & Nanaks Skin Repair
Last Thing You Read: Setting The Table by Danny Meyer
How did you get started?
Juice Society came about through my personal health journey. I healed chronic eczema and migraines by transitioning my diet and overall outlook on food as medicine. My journey with food really opened my eyes to how healing (or destructive) what we put in our bodies can be. It was through this realization I started Juice Society as a way to hopefully help others connect with their food, their bodies and shift the conversation on wellness.
What key elements played into your success?
The ability to be dynamic and nimble in an industry thats ever-changing is key. Also, it took some time, but I don't get discouraged by set backs. I look at all of them now as lessons and as a stepping stone rather than letting them prevent me from moving forward. Its really all about perspective!
What's your favorite part of your day?
I absolutely love the morning. Sometimes I have to leave super early and I'm rushed so the days I get to wake up and actually enjoy the morning are my favorite. JS has turned me into a super early riser so Im usually waking up around 5. Having time to workout, make breakfast and work on my morning to-do list while sitting on my balcony in the sun is the ideal way to start my morning. I also love getting face time with our customers at the shop! It reminds me why I started this all and really keeps my vision clear.
What struggles did you face getting to this point?
That's a super long list. Anytime you venture out on a new idea alone your facing challenges day in and day out. Whether its product control, raising money, employees, sales or construction - things are constantly thrown your way but it's all about how you face and handle those struggles. Overall expanding our brand's mission and product in a clear, innovative and exciting way is the consistent challenge but one I thoroughly enjoy.
Who was the biggest influence in your professional life?
My father. He taught me so much especially when it came to management and growing my team. He was incredible at building a really positive culture and was a kind, confident leader. He also was continuously motivating me and pushing me to go into areas where I might feel uncomfortable. He never let me quit and that has stayed with me throughout this whole journey.
When do you feel most successful?
Anytime I get to have a conversation with a customer who's overall lifestyle and health has changed because of our product. It really lights me up and I feel so grateful to be in a space where I get to connect with people on that level.
What's the best advice you received when starting Juice Society?
I was spending an absurd amount of time recipe testing and trying to get everything absolutely perfect before launching and a friend told me "JUST START." It was simple but profound and he was 100% right. Creating a company is scary, but if you don't put yourself out there and get real, genuine feedback from customers you wont ever begin moving forward. Nothing will be perfect and its something you will constantly have to work at, constantly change and evolve with the landscape. At the end of the day thats what makes it so fun!
What’s the best piece of advice you received in general?
I have two. No one told me either, I read them (and I don't remember who said them) - The first: "No is a complete sentence." I instantly loved this because I felt as a young, female entrepreneur I was constantly having to defend every decision I was / am making. Its a simple phrase that reminds me to have confidence in my decisions and my vision despite any doubters.
The second: "If you're the smartest person in the room, you're in the wrong room." I love this and hire my team with this in mind. I think its important to surround yourself with people who will challenge you and push you to think outside the box or get a little uncomfortable. To me, being comfortable means your not being creative, innovative or taking risk. I never want to feel comfortable.
What accomplishment are you most proud of?
Ah, such a tough questions because I always feel like the work isn't done yet! When I look back on it all I do feel really proud of the team I have been able to bring together. Also the ability to work non-stop at this and see an idea I had come to fruition is still kind of crazy and surreal.
What advice would you give to women looking to enter your industry?
Do your research, know your product, know your numbers & most importantly, remember why you started.