In Conversation with Tina Wells of RLVNT Media

Describe your business in a few words?

RLVNT Media is a small business consultancy.

What made you take the leap to start your own business?

I was a teenager who was obsessed with fashion and pop culture. I launched my first company, a youth marketing agency, when I was 16 and ran that company for 23 years. Now I run a content company.

What was your background prior to starting your own business?

Attending high school. :)

Did you always know you wanted to be an entrepreneur?

No. I didn’t even really understand what that meant back in 1995. I knew I wanted to be like the characters in my favorite movie, Boomerang, doing “business-y” stuff.

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

I was pretty much the only person doing what I was doing, so I had a lot of great press early on that really fueled my business. I was incredibly fortunate and it really helped me build a brand name.

We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?

This is so true. I ultimately decided to close my agency because I hadn’t decided to sell the business early enough, and I didn’t want to spend another 5 years in marketing. The business was evolving and I didn’t want to evolve an agency business, I wanted to dive deep into content creation for myself and my own projects, not clients. I only wish I had come to this inflection point a bit sooner.

What is the accomplishment you are the most proud of to date?

Publishing the first book in THE ZEE FILES with Target. It’s my seventh book, but it’s been quite the journey. I worked so hard and didn’t give up after so many doors were closed. Getting this book published and having it become an instant bestseller has been amazing.

When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?

I was just saying to a friend that in my agency days I hired a lot of generalists. That was a major mistake. Now I am working with an incredible team of specialists who hit it out of the park every single day.

How has your business or industry been impacted by the COVID-19 pandemic?

More people are reading, which is great! I have 6 more books coming over the next 18 months.

What's next for your business? What can we expect to see over the next few years?

Books turning into TV and movie projects and products.

What is the biggest lesson you have learned in 2020?

Trust the process.

What do you know now that you wish you knew when you were first starting your business?

Do what you love, not just what you’re good at.

How have you managed to stay grounded this year?

Realizing that the good things that have come have only come through teamwork. I’m humbled each day when talented people who could give their energy to other products work with me to continue to grow my brands. It certainly keeps me grounded.

Do you believe in work/life balance? What are some of your best tips?

No. I believe in work/life harmony, and I do my best to maintain harmony in my life every day.

What's something our audience would be surprised to learn about you?

I’m currently living in Brazil and speaking (very bad) Portuguese every day.

What are your top 3 tips to stay productive each day?

• Meditate for at least 5 minutes first thing, even lying in bed. Just give yourself a moment of clarity.

• Have a ritual you do each day. For me, making my coffee is my ritual.

• Do something for 10 minutes that brings you absolute joy.

What does being an Entreprenista mean to you?

Living life on my own terms and creating products and services that bring solutions and joy to your life.