Jerry Della Femina

I went to graduate school with zero expectation. I kind of backed into it. I wanted to go back to school because I felt gaps in my literary background. I studied mostly twentieth-century English literature in college, so I thought, 'Maybe I'll go back for my writing.'

I usually feel like the role comes to you to sort of illuminate some piece of where you are in your life. I feel like I myself am a single woman and I'm childless - by choice - at this point, and I don't know what will happen.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.