Entrepreneurship is Contagious

Nikki Azzara, Founder & CEO of PS Snacks Co., Class of 2014.

The question I get asked most as a 25-year-old entrepreneur: “How do you know how to do all of this?”

My response, always with a laugh: “I don’t!!”

There’s something exciting and liberating about this truth. I take risks because I don’t know any better. I think unconventionally because nobody has taught me the rules. I pivot when necessary because I am listening to consumers first, not a boss. I pave my own path for success because passion leads the way, not money.

I am the founder of P.S. Snacks Company, and I created a recipe for nutrient-dense, plant based cookie dough – a healthy snack or treat alternative, meant to be enjoyed raw anytime of day. I decided to turn my Wake Forest University dorm room passion project into this full blown entrepreneurial venture upon graduation in 2014 and I have not looked back since. It started as a healthy food blog during my senior year of college, and fast forward 4-years, I am now the CEO of a food brand competing with healthy snacks on the shelves of Whole Foods Markets and stores across the country.

Full transparency: I loved (and still love) Wake Forest University. Following the footsteps of my older sister, Alex (’11), I transferred into Wake as a sophomore and immediately felt at home. I spent my undergraduate career in the business school with a Business & Enterprise Management major, opting to take marketing and entrepreneurship electives. My academic experience was incredible, though I always felt a slight disconnect from the typical corporate structure. Success has always been dictated by grades, job placement, salary, title, and the ability to move up in the rankings. I knew early on that I was not made for this rigid lifestyle and therefore decided to shape my own version of “success.” After all, I believe this metric is all relative. What is the true meaning of success? For me, it was finding passion and purpose in my career. By that measure, I know that I have achieved the greatest success I could imagine: I love what I do every single day, and feel completely fulfilled by a job that directly impacts the well-being of my own life and the life of consumers all across the USA.

“Find a job you love and you’ll never work a day in your life” they said. Hard to come by, for sure, and often unattainable due to personal restrictions, financial situations or a genuine lack of interest in the entrepreneurial grind. But as I continue along this journey, I am making a conscious effort to encourage any aspiring entrepreneur that has the opportunity to pursue a product, vision, invention or idea to take that risk early on. Yes, you will stumble, you may even fail, but the day-to-day rewards outweigh the risks and challenges by a long shot.

Here’s what I’ve learned thus far:

Entrepreneurship is Contagious

Your vibe attracts your tribe. You’ll form relationships and deep friendships with fellow young entrepreneurs because of these shared passions, interests and absurdities that become your everyday life. They “get it.” They are the ones you call at 8:30AM to vent about your already long morning, they are the ones you bounce ideas off and they are the ones that become your only sense of consistency. These fast-friends become your best friends, your family and your peer mentors, three things you’ll realize are needed to keep your sanity (shout-out to my buds at Swizzler & UpDog, fellow WFU-born ventures). You’re instantly bonded and inherently connected in more ways than often explicable.

Moreover, your support system really shines through as an individual embarking on this type of venture. I cannot even put into words how wonderful my family and friends have been, and to say that I would not be where I am without them is an understatement. There’s nothing more humbling than members of your family, close friends and acquaintances stepping up to make an impact – whether that includes small favors, manual labor, an extra set of eyes, a store purchase, or just a nice message saying they are proud of you. Having more than 25 Wake Forest friends help you make 2,000 pounds of cookie dough in eight days does not go unnoticed, nor does your best friend turning down a “real” job offer to be your first hire. These are just two of many examples of feats made possible by my tribe, feats that keep the wheels turning.

Being Naïve is a Good Thing

You don’t know what you don’t know, and being young and inexperienced has actually worked in my favor. I strive to be fearless when it comes to networking, seeking help, finding mentors, and looking to those that have done it. Not only do people appreciate your vulnerability, but they are excited to help you.

One of my biggest recommendations would be to ask questions. Ditch the ego and excel faster by getting answers and learning from peoples’ experiences. You’ll determine what works and what doesn’t work. Forget textbook learning, become an expert at applying real life scenarios in ways that can impact your own business. Everyone loves a great success story, so take advantage of the time and energy people are willing to give to help you succeed.

Fail Fast

I received this advice early on: if you are going to fail, do it quickly. Pour your heart and soul into it, be willing to take criticism and advice, get ready to pivot, and continue assessing the market. You’ll need to sacrifice as much as it takes to validate your idea, or you will soon realize that there may not be as positive of a response as initially anticipated. The best part about taking the leap of faith early on is the risk-taking comes at a time in your life when you have little to lose. At least for me, my obligations were minimal having just graduated from college: no mortgage on a house, no child’s tuition, under my parents’ insurance plan and able to live at home. Entrepreneurship will always have its sacrifices, but jumping on the opportunity to pursue the venture right after college was the best decision I have ever made. Take the chance, you will regret it otherwise.

Achieve the Utmost Personal & Professional Growth

In the thick of it, I rarely have the time to step back and think about what I have learned as an entrepreneur. But when I do, I know this experience is shaping my entire life, both on a personal and career level. This type of education will not be found in a textbook, likely not even from an MBA. The best way to learn is to be thrown into the trenches: you will be forced to act quickly, keep your cool, take responsibility, think critically, interact with all types of people, wear many hats, touch every aspect of your business and find work-life balance. These are life lessons that are applicable in ways I have yet to even understand in full. I know this experience is invaluable, and I am confident it is setting me up for success in every aspect of my life.

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I often joke that my current life motto is “fake it till you make it,” but the fact of the matter is you do not always need to have the answers. Not knowing makes entrepreneurship dynamic, challenging and best of all, fun. My advice for any entrepreneur on the fence about their next step is: do it, and do not look back. Living the unconventional life is worth every ounce of energy and every minute of time you invest. As long as you have passion, courage and the right people alongside you, you are destined for success.