Purpose Before Profit: Deanna Blasi DeAndino Of The Mindset Tapestry On The Benefits Of Running A Purpose-Driven Business
An Interview With Chad Silverstein
Be Authentic: Never lose sight of the mission you set out for. As your business develops, changes, and other individuals get involved, always stay true to why you started this business. There is a unique reason that you brought this into the world and having the vision to bring that to life is integral for the community of people that you created this for. Your company is a reflection of you, therefore, your authenticity plays a significant role within the mission.
In today’s competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to make a positive social impact and recognize that success isn’t only about making money. In this interview series, we are talking with some of these distinct leaders and I had the pleasure of interviewing Deanna Blasi DeAndino, Founder & Owner of The Mindset Tapestry.
Deanna Blasi DeAndino is an educator, mother, and the Founder of The Mindset Tapestry. Deanna boldly educated elementary-aged students throughout the Covid- 19 pandemic ,while pregnant with her second son, only to find herself havocked by a state of mental exhaust and depression. Simultaneously, she was impacted by the mental unrest of her students and wanting more for the next generation.
While searching for tools to implement in her classroom and with her own children, she was disappointed to find that there was nothing that addressed building a positive mindset in regard to a habitual routine, child engagement, and the element of caregiver support. Concurrently, during her morning commute, she began to recite positive affirmations and pull down the mirror, using positive self- talk. She began to see a major shift in her mindset and the convergence of her mental wellness. It was at this time that she invented The Mindset Tapestry, first of its kind, self- affirming mirror talk for kids.
The Mindset Tapestry is a purpose- driven company that believes in raising the next generation not through the scope of society, but through the lens of their own individuality- educating parents on how to instill emotional intelligence, prioritize a positive mindset, and build on the family dynamic of connection. This 5 minute daily routine can mentally nourish today’s children in a way that hasn’t been done before, with the intention to responsibly care for the future of our planet and humanity.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
I had a privileged upbringing and I was raised in a family who loved and supported me. For a majority of my life, I was sheltered by the reality of what life can be or become, for most individuals. I grew up idolizing my father, who worked tremendously hard for the life he gave us. With that said, it was never my father’s story of financial success that was most impressive to me. I was and will always be fascinated by his passion for what he did and his vitality for a life of purpose that drove him to such a successful pinnacle.
As I pursued my college degree and various career paths as a young adult, I was plagued by what I knew to be a “successful individual”. Unlike my father, I understood very early on that the world of finance was not a world I could flourish in. Therefore, I pursued strengths of mine, such as my deep compassion for others and my creativity. While obtaining my Masters Degree in Education, I was fascinated by the idea of shaping young minds with a hope of progression and bettering our world. I knew early on that I needed to pursue a purpose- driven career path, which is what led me to teaching students with special needs, specifically in a school district where children came from diverse backgrounds of varying cultures and socio- economic circumstances.
It was through my work as an educator, and teaching students through a global pandemic, that I experienced the vulnerabilities of life and how important it is to preserve mental wellness early on. Many of my students did not speak English and the first sounds of this language that they heard were muffled through medical masks. Anxiety, fear, and tensions rising in all of our homes, society, and the school building itself, led to an educational environment that no one recognized, or ever thought could be possible.
As an educator, this pushed me creatively and forced me to come up with solutions and best practices, living in this new world of teaching. We all were doing our best to teach academics, but what came to be the most important lesson to teach was one of which included social- emotional health and preserving what was left of a positive mental outlook. As I showed up to work every day, pregnant with my second child, I worried about my students, how this was going to impact their perspective on the world, how my own two children would grow up, and ultimately my own viewpoint as an educator, mother, and lifelong student.
My cumulative experiences have led me to one place, and that is to desire a future for our children that is accepting, loving, and teaches them the resilience and power they need to navigate this world. The Mindset Tapestry is innovative, and the first ever children’s product to instill a healthy mindset using a system of positive affirmations, mirror- talk and caregiver support. This tool, inspired by the diverse group of students I taught and my own children, transcends all languages, cultures, backgrounds, and nations. I want children to shine as individuals through their development and into their adulthood. It is our responsibility as parents and educators to support them through this.
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
One of the most valuable lessons I have learned is to not act with impulsivity, but with clear intention and focus. I am very driven and I tend to take action with speed and conviction. There were times that I was so focused on putting one foot in front of the other, that I did not take enough time to think things through, which cost money and time. This specifically happened when I was in the product development stages of TMT and determining the best materials to get it produced. I was being told by a designer that silicone was a great option and I listened to him because I had very little experience with manufacturing or how to be cost effective when making a product. Instead of doing proper research, I trusted his expertise. I paid him for manufacturing drawings, AI files, and other components of the design. When I began to interview manufacturers, I realized that there were much more cost- effective options to materialize the product. In order to save money in the long run, I had to hire another designer and recreate all of the files necessary to start production. At this point, it was the right decision to make, however, it cost me both time and money that could have been spent elsewhere.
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
Anyone who knows me well, knows that I am a very intense individual. I have never been frivolous in how I respond to matters regarding relationships, work, or anything I deem as worthwhile. I believe the one principle that I would never compromise on is my authenticity, and my ability to always stay true to myself. The validity of who I am and my purpose in this life is directly tied to this notion of integrity. Every action I take, relationship I make, and word that I say, is intentional and truthful to my perspective. I believe this principle is essential to living a life of truth. This is a core value that has also been woven into The Mindset Tapestry, where appreciation and value for self- identity and individualism is acknowledged and praised.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
As I pursued my college degree and various career paths as a young adult, I struggled with this idea immensely. I was always conflicted between the notion of choosing a path for profit, or choosing the path that feeds my soul. Prior to Education, my first job out of college was in the fashion industry. I quickly realized that I needed a more purposeful career, in order for me to pour 100% into it. For so long, I yearned to feel connected to something. This is what led me to teaching students with special needs. It was roughly eight years into my career as an educator that there was a major shift in education, specifically due to the global health crisis. Very quickly, I realized that although academics are integral to growth and development, learning cannot be achieved with the absence of social and emotional health.
It was at this time that I began to partake in the holiday tradition of the Advent Calendar with my 2- year old son. Hanging on the pantry door, the daily routine of the calendar became a focal sense of peace, love, and happiness during the hectic mornings before I headed to work and he headed to daycare. Every morning leading up to Christmas day, my son would jump out of bed with excitement to “do the calendar with mama”. Pregnant with my second child, working all day, and overwhelmed by life’s stressors, I took this as an opportunity to have one positive moment with my child daily, before the rush of the day began. So many teachable moments were made during this time that inspired a sense of vitality in this simple tradition. When the holiday season was over and the advent calendar got packed away for next year, we both genuinely missed this meaningful time together.
I began to ask myself how I could incorporate a daily routine that was quick and interactive, but most importantly, instilled positivity and mindfulness for both myself, my children, and my students. Simultaneously struggling with my own postpartum mental health, I started to incorporate a practice of positive affirmations and mirror talk into my car ride commute. I wanted to give my children and my students those same tools to achieve happiness, self- love and acceptance. This was a pivotal point for me, as I realized the path I was meant to forge.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
I genuinely believe that leading a purpose- driven business is integral to success. Starting and operating a business takes an immense amount of time, energy, capital and resources. I could not imagine jumping into a business endeavor that requires so much of me, without having the connection of purpose or attachment to an idea that fuels my drive and commitment. Personally, profit cannot be the only goal, because without the mission, I can only account for what the business is adding to my life. I believe as humans we are all so deeply connected. I want to share something with the world that brings us closer, is inclusive of everyone, and validates the connection we have as a human race.
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
The Mindset Tapestry’s mission has affected its overall success in that anyone that engages with the product or our social-mission, is drawn to our purpose. It is clear through surveys and feedback, how timely this tool is for building a foundation for a healthy mindset in children. We know it resonates with all parents, as individuals repeatedly state how they wish they had this for themselves growing up, or for their children that are much older now. We utilize various methods to evaluate this such as social media engagement and community growth and involvement.
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
Since starting The Mindset Tapestry, the most powerful moment for me has been the feedback I receive from parents, specifically other millennials who are currently raising young children. I think as millennials, especially those raising our own children now, we are faced with a dilemma to sink back into traditional/ generational ways of raising our kids, or choosing to modify ways of parenting that caused us confusion, trauma, or anxiety. Society dictated certain parenting styles at that time, that I believe most millennials are still recovering from and dealing with during their adulthood.
Within the DNA of The Mindset Tapestry is this idea that we can raise our children not through the lens of society, but through the scope of their own individuality and foster who they are intrinsically — consciously and gently. I believe this is the way to raise mindful, self- actualized adults who are going to responsibly care for future fellow human beings and the world. When I hear from my fellow educators, peers, or other parents that this tool is what they have been looking for, or participating in this routine heals their inner child, there is nothing more validating.
Have you ever faced a situation where your commitment to your purpose and creating a positive social impact clashed with the profitability in your business? Have you ever been challenged by anyone on your team or have to make a tough decision that had a significant impact on finances? If so, how did you address and reconcile this conflict?
Yes, the commitment to our purpose has created a hard line in the sand when it comes to who we intentionally seek as retail partners and who we want to collaborate with. Missions definitely have to be aligned and we have had to have conversations where product cannot be featured in certain places, due to mis-alignment or difference in core values. Anyone we partner with, is seen as a representative, therefore, we make these choices wisely. For The Mindset Tapestry, this is vital to who we are and choosing a profit will always come second.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business? What are your “5 Things You Need To Know I Order To Create A Highly Successful Purpose-Driven Business.”
1 . Be Authentic: Never lose sight of the mission you set out for. As your business develops, changes, and other individuals get involved, always stay true to why you started this business. There is a unique reason that you brought this into the world and having the vision to bring that to life is integral for the community of people that you created this for. Your company is a reflection of you, therefore, your authenticity plays a significant role within the mission.
2 . Connect: Talk to everyone! Remind yourself that everyone starts from scratch. Whoever you are intimidated to connect with or scared to reach-out to, was once in your shoes. Put yourself in situations where you can network and meet like- minded individuals. So much of where I am today is linked to who I connected with early on. I am always eager to learn from others who did it before. There is not a clear roadmap for entrepreneurs, so taking tidbits from others is critical to your next steps.
3 . Believe in Yourself: Never forget who you are and why you are here. There is a reason that you felt a strong connection to the purpose you chose. Be open to any and all opportunities. Sometimes we have set ideas on how things will pan out. I believe when you are open to infinite possibilities, opportunity is waiting for you. This mindset will lead you to take action.
4 . Consume Beneficial Content: This is so important. As an individual with a deep sense of purpose and connection to my mission, I only have time and energy for content that feeds my soul and helps me grow. Consuming books, podcasts, and conversations with others that are intellectually enriching help you to get better every day, and over time will compound. Your business will reap the benefits of that. Do not waste your time on people or things that take away from your growth or diminish a healthy mindset.
5 . Every day, take a step: Rome was not built in a day. Sometimes it can be overwhelming to look at others who are successful because we tell ourselves that it was easy for them or that they achieved overnight success. That is rarely true. Anything worthwhile takes time. Do something every day that ignites your purpose and accomplishes something that your business needs. Overtime, this will magnify your results and you will be able to see how far you have come.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
I think it is important to surround yourself and your company with people who are organically connected to your mission. I believe this contributes immensely to the success of your work. Being selective in who is involved from the early stages, is critical to making sure everyone is on the same page and working for the same end goal. At The Mindset Tapestry, I make sure that the people who join my mission are just as passionate as I am. Intuitively, I am able to recognize this in people through involvement and the passion they bring to The Mindset Tapestry. When an individual brings strong emotions and energy to the mission, everyone can feel it. I am also very keen on surrounding myself and the brand with people who I believe showcase traits and attributes that I do not have. People who have intrinsic gifts that they can apply to our purpose are integral to our growth.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
In the next two years, there is so much I want to accomplish for The Mindset Tapestry. First off, I would like to be branching into other categories and ideas I have to make the brand more comprehensive for mental wellness and social/emotional needs. I would like to adapt what we already have done, and differentiate it for other age groups that I believe need the support. I would also like to provide more education for parents, as they play such a critical role in the efficacy of what we are doing. Furthermore, I plan to roll out programs in selected organizations and nonprofits that focus on helping children through trauma or other related areas of health and wellness.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
I want to inspire a movement in parents and educators that really creates intentionality in how we raise our children. Parenting is so difficult and for most of us, we do not have the privilege of it being our only “job” or point of focus. I want to give caregivers digestible ways for them to raise their children more consciously and gently, even when they feel that they do not have the time to do so. I believe the generation of children being raised right now, have incredible tasks ahead of them in terms of caring for our planet and the welfare of our societies. How we choose to raise them can really impact the state of our future world and how they choose to care for it.
How can our readers further follow your work or your company online?
We absolutely love to connect with others who are passionate about what we are building. We can be reached at https://themindsettapestry.co or on instagram and TikTok @themindsettapestry. We can also be reached via email at hello@themindsettapestry.com
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
About the Interviewer: Chad Silverstein is a successful entrepreneur with more than two decades of experience as a successful founder and CEO. He started his first company, Choice Recovery, Inc. a third-party collection agency, out of his apartment while going to The Ohio State University. He grew the business nationwide and represented more than 10,000 clients before he sold the company on his 25th anniversary. Chad’s second venture [re]start is a career development platform that helps people find new jobs, launched in 2013 as a division inside his agency. [re]start was a catalyst to Chad’s team becoming an industry outlier after connecting thousands of people sent to collections with new career opportunities so they could afford to pay their bills and get out of debt. His team was nationally recognized for their social impact, while twice being ranked the #1 business to work for in Central Ohio. Chad sold [re]start in 2023 and is now a writer and thought leader for Authority Magazine’s Entrepreneur and Sports Editorials. He also offers an exclusive executive leadership program inside his online community at Authentic Authority.
