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Female Founders: Lara Schmoisman of The Darl On The Five Things You Need To Thrive and Succeed as a Woman Founder

An Interview With Candice Georgiadis

I believe that business has no age, gender, color, or religion. Business is business. Any individual should be able to follow their dreams and not use these things as limitations or excuses and age it does not mean that because you want to found a business you can’t be a mother, a partner, or anything you want to be.

As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Lara Schmoisman.

Lara Schmoisman, a Digital weaver and powerhouse marketing strategist. Named one of 2021 Forbes Next 1000 and LA Times Inspirational Women and transforming brands to becoming profitable, innovative, and sustainable.

Born and raised in Buenos Aires, Argentina, Lara Schmoisman is the founder & CEO of The Darl. Lara is a unique combination of Jewish and Latina, outspoken by nature, tenatius, armed with grit and a sexy accent.

With more than 20 years of experience working across radio, television, film, and content marketing. She’s the host of both the Coffee N5 (English) and Marketing Simplificado (Spanish) podcasts and an international speaker. Lara currently lives in Los Angeles, California with her husband, two teenage sons, and her dog, Latte.

Can you share the most interesting story that happened to you since you began leading your company?

Being Named Forbes Next 1000. I still can’t believe it! I’ve learned to do things because I believe in them, not expecting recognition. So I feel honored to be recognized. Of course, I’m grateful for the validation of my gut telling me to go in the right direction, but also it gives me the opportunity to keep helping individuals and companies thrive.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

Always my mother! She is an attorney and she started from nothing. She showed me tenacity and how to overcome challenges, she set the bar really high. As she would say “You have the NO already, but if you don’t try or ask you would never have the YES”.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience, what is currently holding back women from founding companies?

Yes. Absolutely, there is still prejudice about women founding and running businesses. I believe the world changed a lot and now there is more room for women to grow on the corporate ladder, but I think women hold back many times thinking about the social expectations of themselves and afraid of not being able to do it all.

Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?

More inclusion needs to be done starting with our school systems; we need to teach young girls and boys that its OK to want to be ambitious and aim high, not to be satisfied; , that — we need to stop associating genders with career paths.

This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?

I believe that business has no age, gender, color, or religion. Business is business. Any individual should be able to follow their dreams and not use these things as limitations or excuses and age it does not mean that because you want to found a business you can’t be a mother, a partner, or anything you want to be.

What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?

That a funder works less than their team. A founder has the responsibility with her/himself of making a business succeed but also the responsibility to lead and mentor a team. I believe that you teach by example. In my company, there is nobody that works harder than me, and I make myself always available for when my team needs me, even if it means I need to push my own work for after hours or weekends.

Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?

No. It takes guts to not only be a founder but to actually run a business. You’ve got to set your fears aside and take that leap, not be afraid to take risks. Understand that your team comes first and you have to have patience, success does not happen overnight — ultimately, you need to have a ‘student mentality’ the openness to learn from others — you can learn something new every day if you pay attention -and try new things.

Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)

  1. That I will have to be a risk assessor. You are always assessing if you can afford more people, more software, what happens if you get more clients, what happens if you lose clients.
  2. That it is important to learn how to build a team. If you don’t have a team that can work as an ensemble you will never succeed, communication is essential
  3. The importance of creating a company culture. My team feels like a family even though we are 100% remote, my team really has affection for each member, we have space to relax and for teamwork, celebrations, such as our monthly challenges with a global team of over 30 & growing, these opportunities really help us connect and to grow as a team.
  4. Don’t take it personally.. A friend once told me, “I may love you as a person but if my company does not love you it will never work out”. This goes for team members and clients as well.
  5. That work-life balance is different for every person. I love my work and my company. I want to work, so my balance is not what would work for others.

How have you used your success to make the world a better place?

As an educator by nature, I’ve created Business Forward an online business playground and opportunity for other business owners to share their knowledge, their expertise, and to help other businesses.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.

Simon Sinek. He was able to put in words my thoughts.

This was very meaningful, thank you so much! We wish you continued success!

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In-depth Interviews with Authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. We use interviews to draw out stories that are both empowering and actionable.

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Candice Georgiadis

Candice Georgiadis

Candice Georgiadis is an active mother of three as well as a designer, founder, social media expert, and philanthropist.

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