Bianca Gates' "Lean In Circle" thrived for 13+ years due to its structure: mandatory attendance (only two misses allowed), a focus on deep topics (the "top and bottom 5%"), and strict confidentiality. This format prevents surface-level chatter and builds true trust.
The entrepreneurial journey is a paradox. You must be delusional enough to believe you can succeed where others have failed. Simultaneously, you must be humble enough to accept being "punched in the face" by daily mistakes and bad decisions without losing momentum.
Bianca Gates argues against hiding your idea. Success comes from execution, which is impossible in isolation. By "begging" friends and early supporters for help, you build an invested community that becomes part of the product's iteration and success from day one.
Instead of creating a vague "ideal client avatar," identify a real person who embodies your brand's values. For Birdies, this was Meghan Markle—before her royal fame—because she represented warmth, hosting, and community. This makes marketing and product decisions tangible and focused.
Birdies founder Bianca Gates argues that real community isn't a marketing tactic. It emerges organically from a founder's genuine need for help, leveraging personal networks for everything from feedback to early sales. This desperation creates authentic early evangelists.
Birdies was founded as an indoor-only slipper brand. When customers began wearing them outside, founder Bianca Gates had to abandon her original vision. The company's massive growth came only after she surrendered and pivoted the product to meet this unexpected user demand.
The idea for Birdies didn't come from market research. It came from Bianca Gates observing a recurring awkwardness in her own community meetings: guests were uncomfortable taking off their shoes. The product was a direct solution for a real-world problem she experienced personally.
Many people start companies seeking control over their schedule or finances. Bianca Gates warns this is a fallacy. Entrepreneurship is a 24/7 commitment where you're the "last person on the ship." Unlike a regular job, you can't just give notice and quit, especially after taking on investors.