Episode 21: The Importance of Creativity and Community for Entrepreneur Well-Being with Tova Safra

Jun 27, 2023 | podcast | 0 comments

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You can find the full transcript for this episode at the bottom of this page

What role does creativity have in your life as a founder? Do you make sure you find ways to protect and prioritize it? Do you ever worry that your creativity might derail you and lead to shiny object syndrome?

In this week’s episode we dive into all those questions with Tova Safra, a solopreneur turned tech startup co-founder. We explore the importance of creativity in her life, why she thinks entrepreneurs should embrace shiny object syndrome, and the importance of having a social infrastructure when you’re working alone.

Tova is Cofounder & Chief Design Officer (CDO) at Groove, a digital coworking space. Her expertise is in research-backed design, incorporating qualitative feedback and collaborating with people who use the technology she helps create. Tova has two decades of experience designing all sorts of things people like to use, from textiles to apps, and is also a digital artist working with new technologies.

Before cofounding Groove, she worked for large corporates, teeny start ups, and then as a solopreneur. She believes the world would be a much friendlier place if we all gave each other just a little bit more space to be creative in it. Originally from NY, she lives in Jerusalem with her family.

I will do anything to protect my creativity, because without that I wouldn’t be able to survive. And I guess that’s what people talk about when they say, ‘Well, I have to, I feel it in my body, that I have to be an entrepreneur,’ they might be talking about that creative drive, that won’t let them rest, that they just have to answer.

Currently you need to apply and get on a waitlist if you want to join Groove’s digital coworking space, but as a listener of the podcast Tova is giving you the chance to go straight in and start co-working right away (and connect with her) through her personal invite link.

What You’ll Learn in this Episode:

  • The challenges Tova had to overcome in her transition from being a solopreneur to a tech startup co-founder
  • Why the unpredictability of entrepreneur life may be preferable to the predictability of corporate
  • Why she encourages entrepreneurs to embrace shiny object syndrome (and why we shouldn’t be calling it a syndrome at all)
  • How Marie Kondo’s philosophy can help entrepreneurs realize when it’s time to end a project or pivot
  • How Groove’s virtual co-working supports entrepreneurs around the globe and helps them to find a sense of community
  • Why “The Artist’s Way” should be required reading for entrepreneurs seeking to change their inner dialogue and tap into their creativity

Find Tova Online:

Resources & Inspiration from the Show

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About Founders’ Fears & Failures and your host, Dr. Melissa Parks

Melissa is an entrepreneur, former therapist (PhD in Clinical & Health Psychology), and an executive coach for entrepreneurs with a special focus on startup founders. Her passion for supporting startup founders in particular began after witnessing firsthand the emotional rollercoaster her husband experienced as a startup co-founder.

She started the Founders’ Fears & Failures podcast with the mission of shining a light on the mental and emotional challenges that come with life as a startup founder. Having lived abroad for 10 years herself she realizes how much we can learn from hearing stories from around the globe which is why the show doesn’t focus on a country-specific startup ecosystem.

Melissa is also the co-founder of the Location Independent Therapist Community, and a mom to a toddler who keeps her on her toes, and fuels her passion for helping to make the world a better place.

If you are interested in coming on the show, please get in touch. We would love to hear your story.

Want to connect further? Get in touch with Melissa on social media:

Want to work with Melissa?

Melissa is a former therapist who provides mindset coaching for ambitious professionals around the globe. Schedule your free discovery call HERE.

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Disclaimer: The Founders’ Fears & Failures is for educational, informational, and entertainment purposes only. It is not meant to be used for personal health advice and should not be construed to constitute personal or professional consultation or guidance, or to replace medical or mental health treatment. The opinions expressed by this podcast, including the podcast guests, are not meant to replace the advice of your healthcare provider. Always seek the advice of a medical or mental health provider regarding any questions or concerns you have about your medical and/or mental health needs. If you are in crisis, please visit this website to find a list of suicide hotlines around the globe. 

Episode Transcript


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I'm a therapist-turned-coach who loves working with clients around the world! I work with the globally mobile community to support them through transitions as well as entrepreneurs who need support navigating the rollercoaster of entrepreneur life.

I'm also the co-founder of the Location Independent Therapists (LIT) Community, a mom, a self-compassion advocate, and an aspiring author.