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Hilary Hoffman: Welcome back to she Pivots. I'm Hilary Hoffman.

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Emily Tisch Sussman: Welcome back to she Pivots, the podcast where we talk

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Emily Tisch Sussman: with women who dare to pivot out of one career

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Emily Tisch Sussman: and into something new and explore how their personal lives

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Emily Tisch Sussman: impacts these decisions. I'm your host Emily Tish Sussman. Today,

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Emily Tisch Sussman: I'm delighted to have Hillary Hoffman, founder and CEO of

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Emily Tisch Sussman: Sodo Method, the latest in demand workout class both in

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Emily Tisch Sussman: New York City and online. Hillary started her career at

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Emily Tisch Sussman: one of the most elite institutions in finance, Goldman Sachs.

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Emily Tisch Sussman: From the outside, it looked like she'd made it, But

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Emily Tisch Sussman: like so many of the women we feature on this show,

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Emily Tisch Sussman: hillariot something else pulling at her, something more aligned with

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Emily Tisch Sussman: who she was becoming. That pull eventually led her to

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Emily Tisch Sussman: create Sodo Method, a wellness and fitness brand that's just

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Emily Tisch Sussman: as much about mental strength as it is about physical movement.

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Emily Tisch Sussman: When we sat down with Hillary, she was very pregnant

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Emily Tisch Sussman: with twins, like weeks away from giving birth, but totally

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Emily Tisch Sussman: clear eyed about the journey she'd been on. She opened

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Emily Tisch Sussman: up about how tough it was to make the leap

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Emily Tisch Sussman: from a steady high powered job into the unknown of

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Emily Tisch Sussman: entrepreneurship and the tough and pragmatic choices she had to

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Emily Tisch Sussman: make to make it happen. She talked about what it

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Emily Tisch Sussman: really takes to stick it out when you're always waiting

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Emily Tisch Sussman: for that right moment to jump. For her, it wasn't

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Emily Tisch Sussman: always about protecting her peace by walking away. It was

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Emily Tisch Sussman: about finding a way to stay grounded and save enough

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Emily Tisch Sussman: money to make that pivot possible. Soda wasn't just the

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Emily Tisch Sussman: next chapter. It was the thing that gave her the

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Emily Tisch Sussman: clarity and strength to get there now. Sodo Method is

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Emily Tisch Sussman: the hottest workout class in the city and has thousands

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Emily Tisch Sussman: of subscribers online. Her efficient method mixes cardio and sculpting

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Emily Tisch Sussman: movements designed to maximize burn and time for us busybodies.

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Emily Tisch Sussman: Hillary's story is a reminder that great timing and trusting

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Emily Tisch Sussman: yourself can open doors you didn't even know. We're there.

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Emily Tisch Sussman: Let's get into it.

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Hilary Hoffman: My name is Hillary Hoffman and I'm the founder and

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Hilary Hoffman: CEO of the Sodo Method. The Sodo Method is an

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Hilary Hoffman: omni channel business where we offer fitness classes both in

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Hilary Hoffman: person and digitally. You can find us on the app

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Hilary Hoffman: store on the web, but you can also find us

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Hilary Hoffman: at our first flagship, which is located in Tribeca at.

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Emily Tisch Sussman: Six D Thomas Street. Congratulations, thank you so much. Okay,

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Emily Tisch Sussman: so give us baby Hillary.

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Emily Tisch Sussman: What was she like? What did she want to be

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Emily Tisch Sussman: when she grew up?

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Hilary Hoffman: It's such a pertinent question because I think, so I'm

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Hilary Hoffman: currently carrying twins, and when you go through your first pregnant, see,

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Hilary Hoffman: your parents are telling you all the ways you behaved

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Hilary Hoffman: when you were a child or an infant. And I

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Hilary Hoffman: think that one of the most telling personality traits of

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Hilary Hoffman: mine from a very young age was this really gregarious

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Hilary Hoffman: personality type where nothing really fazed me when it came

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Hilary Hoffman: to crowds. So as a baby, I didn't really cry.

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Hilary Hoffman: I just made a lot of sound and I wanted

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Hilary Hoffman: to be a part of the conversation. It wasn't even

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Hilary Hoffman: in attention things my parents said. It was just participating.

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Hilary Hoffman: And then as I got older, I was very lucky

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Hilary Hoffman: that my mom and dad were so supportive of my

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Hilary Hoffman: personality because I think a lot of times and it's

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Hilary Hoffman: the way I want to treat my boy my girl

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Hilary Hoffman: is sometimes when you're a loud child, you can be

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Hilary Hoffman: told to be quiet. My parents were really good at

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Hilary Hoffman: redirecting that energy. And so when I was three or

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Hilary Hoffman: four learning the abcs, we were in Newport, and funny enough,

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Hilary Hoffman: I got lost. And when I got lost, my parents

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Hilary Hoffman: just followed the sound of the ABC's and I had

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Hilary Hoffman: corralled a group of like thirty people to sing it,

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Hilary Hoffman: and they just knew I was not going to have

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Hilary Hoffman: a problem making friends. But even crazier is so when

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Hilary Hoffman: I turned five or six, my parents just learned that

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Hilary Hoffman: at a really debilitating lisp, it was really profound, it

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Hilary Hoffman: was something that it was inescapable, and my mom had

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Hilary Hoffman: a choice. She brought me to a speech pathologist and

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Hilary Hoffman: when they met me, she did a one on one

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Hilary Hoffman: with me. That's what they typically work, and then they

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Hilary Hoffman: take your parent and they discuss how you behave during

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Hilary Hoffman: that one on one session with the doctor. And this

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Hilary Hoffman: woman is an angel because I really do think that

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Hilary Hoffman: she changed my life because instead of telling my mom,

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Hilary Hoffman: your daughter should see me three times a week, she

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Hilary Hoffman: actually actually said, your daughter is such an unusual sense

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Hilary Hoffman: of confidence, I would advise you not to bring her

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Hilary Hoffman: here because a lot of times kids will be will

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Hilary Hoffman: think that it's not that you have a lisp, but

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Hilary Hoffman: that we're trying to work on or fix. It's that

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Hilary Hoffman: we need to work on you. And so instead, my

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Hilary Hoffman: mom took it into her own hands and very gently

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Hilary Hoffman: wove in ways to work on the lisp. So I

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Hilary Hoffman: still do it to this day. Seven slithering snakes. You

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Hilary Hoffman: say it seven times before you're gonna say anything out loud,

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Hilary Hoffman: and you can really work on it. So she is

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Hilary Hoffman: the reason why I don't have a lisp. It comes

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Hilary Hoffman: back every now and again if I'm not being mindful

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Hilary Hoffman: of it. But it's just crazy how those small little

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Hilary Hoffman: choices can really affect how someone used themselves and speaks.

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Emily Tisch Sussman: It's no surprise that Hillary was drawn to sports. It

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Emily Tisch Sussman: was the perfect environment for her to lean into her

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Emily Tisch Sussman: confidence and love for competition.

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Hilary Hoffman: Sports is where I definitely went and who you make

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Hilary Hoffman: friends with at a young age does determine what you

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Hilary Hoffman: end up doing. My best friend, her dad, was a

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Hilary Hoffman: very accomplished swimmer. He won gold at the Macabean Races,

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Hilary Hoffman: which was like an Olympic equivalent that was happening Israel

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Hilary Hoffman: at the time, and so I actually joined this one

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Hilary Hoffman: team when I was six, which was a very young age,

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Hilary Hoffman: and so from six until about thirteen, I was competing

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Hilary Hoffman: competitively with swimming. So swimming and running were my two

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Hilary Hoffman: best sports. I loved soccer because all my best friends

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Hilary Hoffman: played it, and I made the team not based on

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Hilary Hoffman: merit nor talent, but strictly because my best friend was

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Hilary Hoffman: the captain. God bless her. I love her so much

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Hilary Hoffman: and we're still best friends to to stay. But I

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Hilary Hoffman: think that when I think about my personality, it's really

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Hilary Hoffman: bifurcated in the sense where, yes, I love public speaking,

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Hilary Hoffman: I love being around people, but I'm also a really

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Hilary Hoffman: insular person. And I'm lucky that. The way that I

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Hilary Hoffman: think about competition is it's always really been me versus me,

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Hilary Hoffman: and endurance sports are great because it's all time based,

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Hilary Hoffman: so there's this constant ability to get better, to achieve progress,

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Hilary Hoffman: and was swimming I was able to do that. The

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Hilary Hoffman: only issue with swimming is it becomes incredibly uncomfortable when

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Hilary Hoffman: you're like thirteen, going through puberty, going to chlorine every

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Hilary Hoffman: single day. It was not cute. I had green hair.

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Hilary Hoffman: It just was not it. And so my mom and

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Hilary Hoffman: dad made a proposition, you just spent all this time

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Hilary Hoffman: building up an incredible skill, which is endurance. It'd be

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Hilary Hoffman: a shame to let that go. Why don't you try running?

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Hilary Hoffman: And so I ended up trying running and I really

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Hilary Hoffman: liked it, and so during my high school years really

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Hilary Hoffman: leaned on that ended up being a good runner. I

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Hilary Hoffman: think that if I had my mindset today, then oh

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Hilary Hoffman: my god, I would love to see what times I

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Hilary Hoffman: could have put up. But again, hindsight's twenty twenty. I'm

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Hilary Hoffman: lucky in the sense where a lot of the skill

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Hilary Hoffman: set that I learned from that competitiveness with myself has

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Hilary Hoffman: carried through into entrepreneurship.

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Emily Tisch Sussman: What did you want to be when you grew up?

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Emily Tisch Sussman: Did you have any thoughts about it?

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Hilary Hoffman: When I was young, I didn't really. I never had

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Hilary Hoffman: a job that I necessarily wanted. I think that what

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Hilary Hoffman: I wanted was intensity, and I always was unapologetic about that.

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Hilary Hoffman: I had a lot of passions that I enjoyed, whether

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Hilary Hoffman: it was reading about it, participating in it. But I

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Hilary Hoffman: think a lot of little girls, or however little you are.

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Hilary Hoffman: My dad was such an influential person in my life.

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Hilary Hoffman: He worked in finance. I thought, I mean, he is

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Hilary Hoffman: the greatest man on earth, and at the time I

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Hilary Hoffman: wanted to be like him, So finance for me felt

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Hilary Hoffman: like a natural path. At some point in my life

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Hilary Hoffman: and when whatever you talk about at the dinner table

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Hilary Hoffman: is going to be what your most conversational in So

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Hilary Hoffman: we always did talk about work, and we talked about

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Hilary Hoffman: what he did. And I think what's interesting about your

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Hilary Hoffman: son in that moment in perspective is so my dad

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Hilary Hoffman: worked at bear Stearns for many years, and when the

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Hilary Hoffman: financial crisis happened, it was a very unique week. That week,

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Hilary Hoffman: I was a junior. I was taking the SATs on

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Hilary Hoffman: a Saturday. I bear Stearns went under on a Tuesday.

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Hilary Hoffman: Because of the way the world was at the time,

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Hilary Hoffman: my cell phone was an LG flip phone. There was

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Hilary Hoffman: no news I was getting on it. You really had

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Hilary Hoffman: to proactively seek out news on the computer. And I

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Hilary Hoffman: commuted to a private high school where I did wake

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Hilary Hoffman: up early, and I did read the paper when I

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Hilary Hoffman: did wake up, But for that week, my mom made

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Hilary Hoffman: the decision to hide the newspapers wake me up a

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Hilary Hoffman: little bit later, so my attention wasn't swayed because I

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Hilary Hoffman: would have been deeply affected by this news leading into

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Hilary Hoffman: a test that at the time was the most important

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Hilary Hoffman: test I was ever going to take. What was crazy

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Hilary Hoffman: is that Friday before the test, my dad had been

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Hilary Hoffman: in his most stressed out state. I don't think there's

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Hilary Hoffman: ever been a moment in his professional life that will

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Hilary Hoffman: ever be comparable to that of the financial crisis and

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Hilary Hoffman: going under so quickly. But I called him that Friday.

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Hilary Hoffman: End of the day, I had gotten eight plus on

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Hilary Hoffman: a paper, I had done something else, I got a

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Hilary Hoffman: great test score for the SATs And I called him

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Hilary Hoffman: and I said, Dad, this Friday, this is the best

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Hilary Hoffman: Friday I've ever had in my life. And I think

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Hilary Hoffman: for him he found it to be such an inspiring

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Hilary Hoffman: moment about perspective that for him it was the worst

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Hilary Hoffman: Friday he's ever had. But here his daughter's calling him

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Hilary Hoffman: saying it's the best. So I think for him it

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Hilary Hoffman: did show that there is going to be late, there

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Hilary Hoffman: is going to be great things ahead, even if it

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Hilary Hoffman: felt really dark in that moment. But I remember, even

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Hilary Hoffman: despite knowing everything about the financial crisis, I still chose

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Hilary Hoffman: to go into finance when I graduated from college. And

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Hilary Hoffman: it's just interesting. I don't think there would have been

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Hilary Hoffman: another choice for me, just because at a young age

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Hilary Hoffman: I wanted to be my dad and that was kind

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Hilary Hoffman: of set in stone.

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Emily Tisch Sussman: So you went straight out of college.

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Emily Tisch Sussman: I mean, it's pretty competitive to get into these finance

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Emily Tisch Sussman: jobs right out of college, right they are.

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Hilary Hoffman: And what's interesting is I think as it relates to

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Hilary Hoffman: that job. So I was a rising junior when I

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Hilary Hoffman: knew I wanted to do this. I also there's a

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Hilary Hoffman: lot of luck in life, and I was going abroad

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Hilary Hoffman: to Dijon. So when I had submitted my application to

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Hilary Hoffman: Goldman for the internship program, I definitely stood out. I

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Hilary Hoffman: was a French major, art history minor, and one thing

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Hilary Hoffman: that Goldman is very mindful of is they want a

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Hilary Hoffman: lot of diversity of background. So there are different piles

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Hilary Hoffman: that your resume is going to get put in. So

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Hilary Hoffman: there's a ton clearly in the economics pile. I definitely

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Hilary Hoffman: fell into a different situation. And I'm also one to

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Hilary Hoffman: always credit how I got somewhere. The door was halfway

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Hilary Hoffman: open for me. I was very lucky that since I

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Hilary Hoffman: had taken an interest in finance at a young age,

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Hilary Hoffman: I had gone and shadowed people at a young age,

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Hilary Hoffman: and I only had that door halfway open because of

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Hilary Hoffman: my dad and I own that and so for me,

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Hilary Hoffman: my name wasn't unfamiliar. So putting in that one hundred

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Hilary Hoffman: percent with a door halfway open. Shame on me if

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Hilary Hoffman: I didn't get the job, that really was on me

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Hilary Hoffman: to lose. So I prepared like crazy. I remember that

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Hilary Hoffman: the reason why I got lucky is the super days

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Hilary Hoffman: were happening right as I was going abroad, so I

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Hilary Hoffman: did not have to do my super day in person.

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Hilary Hoffman: What is a super day, So a super day in

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Hilary Hoffman: finance is this marathon of interviews, So it can be

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Hilary Hoffman: anywhere from four to ten people who you're meeting with,

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Hilary Hoffman: and they're going to ask you a series of questions

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Hilary Hoffman: that are going to look to uncover how you think,

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Hilary Hoffman: why you want this job, what are your larger aspirations,

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Hilary Hoffman: And you have to come prepared to answer as eloquently

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Hilary Hoffman: as you can while also standing out. And not to

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Hilary Hoffman: say that I would have not done well in person,

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Hilary Hoffman: but when you are behind a computer and you're doing it,

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Hilary Hoffman: it's a little less intense. And so for me, I

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Hilary Hoffman: remember I rented a study room at school, had about

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Hilary Hoffman: one billion post its around the room because I was

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Hilary Hoffman: a posted person, had an idea, had everything organized. So

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Hilary Hoffman: I also had this room filled with all my notes

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Hilary Hoffman: just around me and ended up going well enough where

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Hilary Hoffman: the craziest part was got the job. Pardon me with

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Hilary Hoffman: twins in my stomach, all I do is burp all day.

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Hilary Hoffman: I'm so sorry. We fast forward. I go to Dijon

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Hilary Hoffman: for abroad. I have to expedite my last test because

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Hilary Hoffman: Goldman's internship started. Call it on. I don't know July first,

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Hilary Hoffman: or like June first, I forget which one it was.

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Hilary Hoffman: But my last day of the program was supposed to

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Hilary Hoffman: be two days after it, so I took all of

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Hilary Hoffman: my exams, flew home early, landed, went right to I

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Hilary Hoffman: think it was like the Hilton. My mom was waiting

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Hilary Hoffman: there with a Brooks brother. Suit went to bed that night,

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Hilary Hoffman: woke up the next morning. I thought that the internship

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Hilary Hoffman: greeting day was going to be at two hundred West,

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Hilary Hoffman: which is where Goldman's offices are. Turns out there in

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Hilary Hoffman: Jersey City, as a young human, not knowing that Jersey

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Hilary Hoffman: City is right across the water. I check in at

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Hilary Hoffman: the office thirty minutes early. They tell me it's in

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Hilary Hoffman: New Jersey. I'm about to have a mental breakdown because

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Hilary Hoffman: in my mind, I'm like, there's no way I'm getting

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Hilary Hoffman: to Jersey in time for this first day. There's incredibly

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Hilary Hoffman: far away Jersey totally and so I just like I'm done,

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Hilary Hoffman: Like this is it like the story for me at Goldman.

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Hilary Hoffman: It lasted fifteen minutes, but by god, I tried. I

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Hilary Hoffman: took the flight home early. I'm wearing the fucking Brooks

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Hilary Hoffman: Brothers suit. We're good to go. And the one was

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Hilary Hoffman: like no, no, no no, there's a ferry and it will

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Hilary Hoffman: get you there in three minutes. You'll probably still be

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Hilary Hoffman: the first one there. So walked over there. Crazy things happen.

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Hilary Hoffman: So I get to the ferry, and the woman that

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Hilary Hoffman: runs the entire program, not just for rising seniors in college,

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Hilary Hoffman: but everyone who was participating in internship program that summer

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Hilary Hoffman: was on my ferry. I got to know her. So

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Hilary Hoffman: when I went to this opening day where it was

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Hilary Hoffman: effectively registration and get to know everyone, the room was

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Hilary Hoffman: filled with a thousand people. What's the first thing she

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Hilary Hoffman: says on the mic? Hi, guys, welcome to your first

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Hilary Hoffman: aunt Goldman. I was lucky enough to sit next to

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Hilary Hoffman: a girl who just landed from Dijon. She's wearing a

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Hilary Hoffman: Brooks Brothers suits, her first suit. It's like, give her

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Hilary Hoffman: a round of applause. So I like got like the

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Hilary Hoffman: first standing ovation. I was like, okay, like slightly embarrassed,

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Hilary Hoffman: but also this is great, like everyone knows, like I'm

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Hilary Hoffman: a hard ass, like I just flew in from Dijon,

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Hilary Hoffman: Like that's got to be a point for me. But

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Hilary Hoffman: of course, though I went to Colgate loved the school

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Hilary Hoffman: was great, I don't really know much about Ivy League schools.

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Hilary Hoffman: And I was sat next to a guy who was

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Hilary Hoffman: at a different point in his life and so when

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Hilary Hoffman: I asked him where did you go to school to

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Hilary Hoffman: get you here? And he answered HBS? And I was like,

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Hilary Hoffman: what is that? And I swear I've never humbled a

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Hilary Hoffman: man more in my life. But I really had no

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Hilary Hoffman: idea because.

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Emily Tisch Sussman: Anyone who went to Harvard Business School is like, I

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Emily Tisch Sussman: don't even need to tell you the initials.

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Hilary Hoffman: It's HBS. And I literally said what's that? And the

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Hilary Hoffman: answers and he goes, oh, I heard that's a good one,

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Hilary Hoffman: and that guy knew that, Like I just gave zero

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Hilary Hoffman: fox about where you went. Needless to say, that was

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Hilary Hoffman: the start of mind.

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Emily Tisch Sussman: Probably went to HBS to get this Goldman internship, oh.

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Hilary Hoffman: Totally, and also to use it as a line on

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Hilary Hoffman: women to make them believe that he was fabulous. Did

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Hilary Hoffman: not work on me. Whatsoever. But then that was the

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Hilary Hoffman: start of my finance journey. And so from there I

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Hilary Hoffman: did the nine week rotational program. So three weeks, three

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Hilary Hoffman: separate desks. It's yours to do with it what you want.

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Hilary Hoffman: Like it's one of those very open ended internships where

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Hilary Hoffman: you could truly do nothing for nine weeks, get paid,

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Hilary Hoffman: not get hired, but still have it on your resume,

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Hilary Hoffman: or you could attack it and figure out what you

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Hilary Hoffman: want to do in that short period of time. And

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Hilary Hoffman: I think for me, I just realized this is such

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Hilary Hoffman: a unique opportunity, shame on me if I don't capitalize

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Hilary Hoffman: on it. And so I ended up knowing that my

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Hilary Hoffman: superpower was listening, leveraging others. When we would do group projects,

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Hilary Hoffman: I would be the one that really was project managing it,

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Hilary Hoffman: not necessarily being the genius behind the trade pitch, but

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Hilary Hoffman: making sure that we had the right team in place

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Hilary Hoffman: to make sure that we could create a compelling argument.

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Hilary Hoffman: And I ended the summer with the job, my first

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Hilary Hoffman: real job, real moment of finding out my strengths and weaknesses,

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Hilary Hoffman: and then also learning what a Shobs was.

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Emily Tisch Sussman: Yeah, already a leader and clearly ready for any challenge

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Emily Tisch Sussman: she could take on it was at that internship where

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Emily Tisch Sussman: Hillary learned some of her most valuable lessons.

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Hilary Hoffman: And my biggest piece of feedback throughout that summer and

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Hilary Hoffman: the first call it four and a half weeks, was

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Hilary Hoffman: that my personality, my energy was a lot for some people,

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Hilary Hoffman: and my advice was actually tone it down. And it

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Hilary Hoffman: taught me one of the most important lessons, which is,

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Hilary Hoffman: I think a lot of times young people think that

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Hilary Hoffman: when you deliver feedback like that, they're trying to change

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Hilary Hoffman: who you are. It's actually not the case. No one's

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Hilary Hoffman: trying to change who you are. But if you don't

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Hilary Hoffman: deliver information in a way that someone wants to receive it,

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Hilary Hoffman: they're not going to hear you. So it's doing a

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Hilary Hoffman: discredit to yourself. If you're unable to shape shift and

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Hilary Hoffman: be a chameleon. You maintain your identity, your voice, your perspective,

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Hilary Hoffman: the words you want to use, but you're able to

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Hilary Hoffman: show up and be a messenger that stands a chance

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Hilary Hoffman: of really affecting change because you're going to stay in

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Hilary Hoffman: a way that that end person will really listen. And

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Hilary Hoffman: when I made that switch where I learned that this

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Hilary Hoffman: one trader likes a softer disposition, this other guy actually

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Hilary Hoffman: really likes my high energy. This woman prefers it when

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Hilary Hoffman: we don't talk about our weekend plans. This guy only

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Hilary Hoffman: wants to talk about our weekend plans. I all of

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Hilary Hoffman: a sudden started to experience great success because I didn't

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Hilary Hoffman: take it personally that this person didn't want to do

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Hilary Hoffman: something in a certain way. It was up to me

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Hilary Hoffman: to really meet them where they were at. And that

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Hilary Hoffman: piece of advice has actually changed the course of my

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Hilary Hoffman: life because jobs after Gold been in my current job

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Hilary Hoffman: as a CEO and entrepreneur, I can't expect people to

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Hilary Hoffman: read my mind, and if I'm trying to get the

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Hilary Hoffman: best out of somebody, it's really my responsibility to meet

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Hilary Hoffman: them where they are. So that was a huge takeaway

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Hilary Hoffman: from my time there, and then from there you basically

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Hilary Hoffman: get hired to a team again offer. I got my

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Hilary Hoffman: offer to the last job I was at, and then

359
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Hilary Hoffman: that was that that started off my next seven years

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Hilary Hoffman: of my life.

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Emily Tisch Sussman: That's incredible perspective to have it, and I think for

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Emily Tisch Sussman: a lot of people it would be hard to hear that.

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Emily Tisch Sussman: I think, not just it's a young person, but at

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Emily Tisch Sussman: any point in their life, they would take it incredibly pally.

365
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Emily Tisch Sussman: Do you remember what that mental switch was for you,

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Emily Tisch Sussman: Like was like, did you hear it for a little while,

367
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Emily Tisch Sussman: take it hard, and then think, Okay, let me zoom out.

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Emily Tisch Sussman: Let me give this perspective.

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Hilary Hoffman: The feedback came from two separate people, one in which

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Hilary Hoffman: it was delivered horribly and the other that was delivered brilliantly.

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Hilary Hoffman: So the first person that delivered it to me, and

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Hilary Hoffman: it's a real shame, it was a female partner who

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Hilary Hoffman: I had a lot of respect for, and you could

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Hilary Hoffman: tell she did not have respect for me and the

375
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Hilary Hoffman: way that she delivered this feedback. This is true story.

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Hilary Hoffman: I walked into her office, she sat down, She's like, Hillary,

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Hilary Hoffman: you are on fucking crack cocaine. She goes stop. She's like,

378
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Hilary Hoffman: everyone thinks strong crack and as someone who and again

379
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Hilary Hoffman: I passed no judgment. I've never done crack or cocaine

380
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Hilary Hoffman: a day in my life. That's just the last thing

381
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Hilary Hoffman: I need is something to energize me. I just remember

382
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Hilary Hoffman: being like that felt like an attack, and it really

383
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Hilary Hoffman: felt like that part of my personality was a negative,

384
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Hilary Hoffman: when in fact it's not a negative. It was just

385
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Hilary Hoffman: a personality trait. Then there was another gentleman obsessed with

386
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Hilary Hoffman: this guy. I'm so lucky I met him. He actually

387
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Hilary Hoffman: I was shadowing him and I was asking him a

388
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Hilary Hoffman: ton of questions that were really technical and ever he looked.

389
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Emily Tisch Sussman: At me in the eye.

390
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Hilary Hoffman: He said, Hillary, I know why you're asking this. I

391
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Hilary Hoffman: know you want to be taken seriously, and I deeply,

392
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Hilary Hoffman: deeply respect that. But I need you to remember that

393
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Hilary Hoffman: a part of getting this job is are you someone

394
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Hilary Hoffman: that I want to sit next to you for twelve

395
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Hilary Hoffman: hours today? He goes, I highly doubt that you want

396
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Hilary Hoffman: to talk about interest rates like this, And I said,

397
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Hilary Hoffman: you're right, I don't want to talk about interest rates

398
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Hilary Hoffman: like this. He goes, well, then let's just talk. Let's

399
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Hilary Hoffman: just talk and see where the conversation goes. And I

400
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Hilary Hoffman: remembered so quickly in the way that he delivered that

401
00:20:17,520 --> 00:20:21,479
Hilary Hoffman: which I have since come to understand deeply is you

402
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Hilary Hoffman: just want to enjoy who you're working with. You hope

403
00:20:24,359 --> 00:20:27,080
Hilary Hoffman: they have aptitude, You hope that they have ambitions. You

404
00:20:27,119 --> 00:20:30,879
Hilary Hoffman: hope that they're malleable during difficult times, whether that's a

405
00:20:31,119 --> 00:20:34,359
Hilary Hoffman: financial switch in the markets or honestly, something that's going

406
00:20:34,400 --> 00:20:36,119
Hilary Hoffman: to go on personally for your life. Because you get

407
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Hilary Hoffman: to really know these people and they just want to

408
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Hilary Hoffman: know that you're going to be a rock and a

409
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Hilary Hoffman: person that they want to see every single morning at

410
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Hilary Hoffman: six am. And so his delivery really shifted my approach

411
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Hilary Hoffman: and I didn't take it personally anymore. But I think

412
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Hilary Hoffman: that again, message received two very different ways. I wasn't

413
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Hilary Hoffman: upset over the takeaway from the way that the female

414
00:20:58,119 --> 00:21:01,119
Hilary Hoffman: partner delivered it, but I just remember thinking to myself,

415
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Hilary Hoffman: this is extremely rude, and spite is also a very

416
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Hilary Hoffman: powerful motivator, so I knew that she didn't think I

417
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Hilary Hoffman: was going to get the job, so I kind of said, like,

418
00:21:09,400 --> 00:21:11,680
Hilary Hoffman: fuck you, I am going to get it, and which

419
00:21:11,720 --> 00:21:13,240
Hilary Hoffman: is good. And I've done that my whole life, and

420
00:21:13,240 --> 00:21:16,359
Hilary Hoffman: I'm sure you've done it as well, most successful not

421
00:21:16,480 --> 00:21:19,160
Hilary Hoffman: successful people. But I think a lot of people who

422
00:21:19,200 --> 00:21:21,879
Hilary Hoffman: find energy reserves when they're tired, they're not just pulling

423
00:21:21,880 --> 00:21:24,600
Hilary Hoffman: from people that believe in them. They're pulling from people

424
00:21:24,640 --> 00:21:26,879
Hilary Hoffman: they want to prove wrong. And I think it's a

425
00:21:26,920 --> 00:21:29,440
Hilary Hoffman: powerful resource to use at your disposal.

426
00:21:30,600 --> 00:21:33,080
Emily Tisch Sussman: After the break, Hillary talks about the start of her

427
00:21:33,080 --> 00:21:36,920
Emily Tisch Sussman: pivoting journey, her decision to leave finance, and the interim

428
00:21:37,040 --> 00:21:46,440
Emily Tisch Sussman: period that helped propel her into starting SODO method.

429
00:21:49,480 --> 00:21:52,240
Emily Tisch Sussman: So how long did you stay in that job at Goldman?

430
00:21:53,280 --> 00:21:55,760
Hilary Hoffman: I was in the sales and trading division for about

431
00:21:55,760 --> 00:21:59,240
Hilary Hoffman: six years. And the truth is I really liked my job.

432
00:21:59,320 --> 00:22:03,960
Hilary Hoffman: I didn't have My only issues with it were the

433
00:22:04,000 --> 00:22:07,880
Hilary Hoffman: sustainability of the hours. They were really really taxing. The

434
00:22:07,960 --> 00:22:10,879
Hilary Hoffman: lifestyle itself. We hadn't really come into this world of

435
00:22:10,920 --> 00:22:14,440
Hilary Hoffman: health and wellness quite so much early mornings, late nights,

436
00:22:14,520 --> 00:22:17,880
Hilary Hoffman: fueled with alcohol. It was a lot. Granted I was young,

437
00:22:18,000 --> 00:22:19,920
Hilary Hoffman: so it was fun and being in New York at

438
00:22:19,920 --> 00:22:22,560
Hilary Hoffman: such a young age, getting to experience it at the

439
00:22:22,560 --> 00:22:26,400
Hilary Hoffman: best restaurants, best everything, so much fun. But that has

440
00:22:26,440 --> 00:22:29,359
Hilary Hoffman: a time limit and eventually you actually would prefer to

441
00:22:29,359 --> 00:22:31,679
Hilary Hoffman: be home at seven pm as opposed to being at

442
00:22:31,720 --> 00:22:34,720
Hilary Hoffman: the newest restaurant. And so I just knew that I

443
00:22:34,760 --> 00:22:37,480
Hilary Hoffman: was never going to be able to live my fullest

444
00:22:37,480 --> 00:22:41,399
Hilary Hoffman: life with this type of lifestyle. And I think that

445
00:22:41,440 --> 00:22:43,479
Hilary Hoffman: I started to realize my real skills and where I

446
00:22:43,520 --> 00:22:46,640
Hilary Hoffman: was adding value and I was smart enough to make

447
00:22:46,640 --> 00:22:49,200
Hilary Hoffman: it work. And I think that I used my background

448
00:22:49,400 --> 00:22:51,960
Hilary Hoffman: not being in finance to my advantage so that I

449
00:22:51,960 --> 00:22:54,359
Hilary Hoffman: would always ask the dumb questions, but no one wanted

450
00:22:54,400 --> 00:22:56,600
Hilary Hoffman: to and when people say there's no such thing as

451
00:22:56,600 --> 00:23:00,480
Hilary Hoffman: a dumb question, there are. There are dumb questions, but

452
00:23:00,560 --> 00:23:03,520
Hilary Hoffman: dumb questions only happen when you're not listening. And I

453
00:23:03,560 --> 00:23:05,480
Hilary Hoffman: think that what I learned is a lot of times

454
00:23:05,520 --> 00:23:07,399
Hilary Hoffman: when you think it's a dumb question, it's actually not.

455
00:23:07,960 --> 00:23:11,159
Hilary Hoffman: What you're actually asking for is further clarification. And so

456
00:23:11,240 --> 00:23:13,119
Hilary Hoffman: I think for me, a lot of people would present

457
00:23:13,760 --> 00:23:17,200
Hilary Hoffman: an idea with the understanding that I had the backstory.

458
00:23:17,400 --> 00:23:19,720
Hilary Hoffman: But what's crazy is I would just ask for the backstory,

459
00:23:19,800 --> 00:23:22,520
Hilary Hoffman: so what they were saying made sense. Seventy five percent

460
00:23:22,520 --> 00:23:25,560
Hilary Hoffman: of the room didn't understand the backstory either, So people

461
00:23:25,600 --> 00:23:28,840
Hilary Hoffman: really started to lean on me to ask those questions,

462
00:23:29,160 --> 00:23:31,320
Hilary Hoffman: and I was actually able to parlay that into the

463
00:23:31,359 --> 00:23:33,640
Hilary Hoffman: way that I wrote, and so I started writing these

464
00:23:33,800 --> 00:23:37,919
Hilary Hoffman: marketing pieces. Funny enough, during the Trump Clinton election, I

465
00:23:38,119 --> 00:23:41,960
Hilary Hoffman: did something called custom basket. So an ETF is imagine

466
00:23:42,000 --> 00:23:44,680
Hilary Hoffman: trading the whole tech portfolio that trades on the SMP

467
00:23:45,240 --> 00:23:47,840
Hilary Hoffman: in one single share. So instead of having to decide,

468
00:23:47,840 --> 00:23:50,359
Hilary Hoffman: like am I going to buy Microsoft and Apple and

469
00:23:50,560 --> 00:23:53,200
Hilary Hoffman: Zinga and all these other crazy stocks. I just want

470
00:23:53,240 --> 00:23:55,040
Hilary Hoffman: exposure to the tech space, So I'm going to buy

471
00:23:55,160 --> 00:23:58,720
Hilary Hoffman: an ETF. We were able to create these instruments where

472
00:23:58,800 --> 00:24:01,920
Hilary Hoffman: you could actually design your per So if I wanted

473
00:24:01,920 --> 00:24:05,240
Hilary Hoffman: exposure to these five names that traded on the public markets,

474
00:24:05,720 --> 00:24:08,159
Hilary Hoffman: I wanted them to be weighted a certain way, I

475
00:24:08,200 --> 00:24:10,560
Hilary Hoffman: could create that for you. You could use it as

476
00:24:10,560 --> 00:24:12,600
Hilary Hoffman: a directional trade, you could use it as a hedge.

477
00:24:13,080 --> 00:24:15,240
Hilary Hoffman: But what it allowed us to do during like big

478
00:24:15,280 --> 00:24:19,800
Hilary Hoffman: moments in whether it was a politics or something happening abroad,

479
00:24:19,880 --> 00:24:23,840
Hilary Hoffman: is we could create these instruments that showed market exposure

480
00:24:23,920 --> 00:24:27,440
Hilary Hoffman: to these names. So I remember, I create these custom baskets,

481
00:24:27,520 --> 00:24:29,760
Hilary Hoffman: a basket of names that would perform well if Trump won,

482
00:24:29,800 --> 00:24:31,520
Hilary Hoffman: and a basket of names that would perform well if

483
00:24:31,600 --> 00:24:34,720
Hilary Hoffman: Hillary Clinton won. And what was fun about that project

484
00:24:34,800 --> 00:24:39,040
Hilary Hoffman: is like that trading idea went out to thousands of people,

485
00:24:39,480 --> 00:24:43,240
Hilary Hoffman: and as someone who was a lower core tile analyst

486
00:24:43,600 --> 00:24:46,040
Hilary Hoffman: who brought their way up to a top core tile,

487
00:24:46,880 --> 00:24:49,000
Hilary Hoffman: I used my weakness has my strength, and so here

488
00:24:49,040 --> 00:24:50,560
Hilary Hoffman: I am talking about all the things that no one

489
00:24:50,640 --> 00:24:54,760
Hilary Hoffman: wanted to ask about. Created these instruments that traders across

490
00:24:55,119 --> 00:24:57,879
Hilary Hoffman: New York were able to use to see how things moved,

491
00:24:57,880 --> 00:24:59,600
Hilary Hoffman: and it ended up being a really powerful tool and

492
00:24:59,600 --> 00:25:02,880
Hilary Hoffman: like that was probably my first real win as a trader,

493
00:25:03,119 --> 00:25:06,840
Hilary Hoffman: was like that marketing piece, creating those baskets and having

494
00:25:06,840 --> 00:25:10,600
Hilary Hoffman: a real win. But what tended to happen for most

495
00:25:10,640 --> 00:25:13,919
Hilary Hoffman: young people is you would have all these wins, you

496
00:25:13,960 --> 00:25:16,560
Hilary Hoffman: work really hard for an end number, your bonus would

497
00:25:16,600 --> 00:25:19,800
Hilary Hoffman: come and you either felt fulfilled by that figure or

498
00:25:19,840 --> 00:25:23,640
Hilary Hoffman: you felt like something was missing. And I felt very

499
00:25:23,760 --> 00:25:25,760
Hilary Hoffman: accomplished with the number I was given for the first

500
00:25:25,800 --> 00:25:29,639
Hilary Hoffman: five years. In my sixth year, I knew what I

501
00:25:29,680 --> 00:25:33,120
Hilary Hoffman: had done in that seat, and I think what's really

502
00:25:33,119 --> 00:25:36,440
Hilary Hoffman: tough about working at a big company is your performance

503
00:25:36,520 --> 00:25:39,720
Hilary Hoffman: is not the only thing that's going into that end number.

504
00:25:40,119 --> 00:25:43,359
Hilary Hoffman: It's the performance of the firm, your group, the people

505
00:25:43,400 --> 00:25:45,199
Hilary Hoffman: to your left, to your right, that's going to influence

506
00:25:45,240 --> 00:25:47,879
Hilary Hoffman: the outcome of your bonus number. And I just started

507
00:25:47,880 --> 00:25:50,600
Hilary Hoffman: to realize I wanted more control over the outcome. There's

508
00:25:50,600 --> 00:25:52,080
Hilary Hoffman: a lot more risk that goes with it, a lot

509
00:25:52,119 --> 00:25:54,560
Hilary Hoffman: more ownership. But I got my number, I knew it

510
00:25:54,600 --> 00:25:57,119
Hilary Hoffman: was time to leave the security division. I ended up

511
00:25:57,119 --> 00:25:59,240
Hilary Hoffman: seeing at Goldman for a little bit longer. I went

512
00:25:59,280 --> 00:26:02,960
Hilary Hoffman: into the private wealth management sector, where I basically was

513
00:26:02,960 --> 00:26:06,639
Hilary Hoffman: something called BDP, a business development professional and during that

514
00:26:06,760 --> 00:26:11,679
Hilary Hoffman: time I assisted private wealth advisors in finding new business,

515
00:26:11,840 --> 00:26:15,400
Hilary Hoffman: so finding high net worth individuals to pitch on Goldman Services.

516
00:26:15,800 --> 00:26:18,040
Hilary Hoffman: Loved my job. Then again it was another crash course

517
00:26:18,040 --> 00:26:20,160
Hilary Hoffman: and learning how to work with people, and I did

518
00:26:20,160 --> 00:26:22,960
Hilary Hoffman: that for about seven eight months and then that closed

519
00:26:23,000 --> 00:26:24,520
Hilary Hoffman: out my time at Goldman.

520
00:26:24,880 --> 00:26:27,159
Emily Tisch Sussman: What about It wasn't fulfilling? What were you missing?

521
00:26:28,040 --> 00:26:29,720
Hilary Hoffman: I knew I could never be the best at this

522
00:26:30,440 --> 00:26:32,399
Hilary Hoffman: because I didn't love it. I didn't love it the

523
00:26:32,400 --> 00:26:34,760
Hilary Hoffman: way that people loved it, the way that people woke

524
00:26:34,840 --> 00:26:38,960
Hilary Hoffman: up so fucking excited to read what the job's report

525
00:26:39,119 --> 00:26:41,120
Hilary Hoffman: was or what the FED was going to do. Are

526
00:26:41,119 --> 00:26:43,719
Hilary Hoffman: we tapering? Are we hawkish? Or are we dubbish? I

527
00:26:43,760 --> 00:26:46,720
Hilary Hoffman: was like, I don't care, and there was a moment

528
00:26:46,760 --> 00:26:50,879
Hilary Hoffman: in time where I really owned that and let me pause.

529
00:26:50,920 --> 00:26:54,000
Hilary Hoffman: Though it's important to care enough, because I don't think

530
00:26:54,119 --> 00:26:57,720
Hilary Hoffman: enough people understand what's happening with our economy. And you

531
00:26:57,760 --> 00:27:01,479
Hilary Hoffman: should always have an unders standing of why things are

532
00:27:01,520 --> 00:27:04,320
Hilary Hoffman: doing what they're doing because it affects everything from the

533
00:27:04,359 --> 00:27:06,320
Hilary Hoffman: cost of your home to the cost of your sweater.

534
00:27:06,560 --> 00:27:08,560
Hilary Hoffman: I mean, lord knows what's going to happen with tariffs

535
00:27:08,840 --> 00:27:12,240
Hilary Hoffman: starting next year. Like, that's a pretty terrifying thing. And

536
00:27:12,640 --> 00:27:16,600
Hilary Hoffman: as someone that just started a merchandising line to their business,

537
00:27:17,280 --> 00:27:19,480
Hilary Hoffman: who knows it costs twenty five percent more to produce

538
00:27:19,480 --> 00:27:22,679
Hilary Hoffman: the same sweatshirt. So I'm glad that I have the

539
00:27:22,800 --> 00:27:25,720
Hilary Hoffman: understanding of the in the baseline knowledge needed to know

540
00:27:25,800 --> 00:27:28,920
Hilary Hoffman: how the economy works. But there's knowing how something works

541
00:27:28,920 --> 00:27:31,399
Hilary Hoffman: and there's wanting to throw your whole self into it.

542
00:27:31,960 --> 00:27:33,600
Hilary Hoffman: And I did not want to do that, and I

543
00:27:33,640 --> 00:27:37,239
Hilary Hoffman: felt the friction. But did that feel like a hard realization.

544
00:27:36,800 --> 00:27:38,879
Emily Tisch Sussman: To you given that you had you know, you were

545
00:27:38,880 --> 00:27:41,480
Emily Tisch Sussman: following in your father's footsteps. Yeah, we're loving It didnt

546
00:27:41,480 --> 00:27:43,720
Emily Tisch Sussman: feel like a hard realization. It was terrifying. It was

547
00:27:43,800 --> 00:27:46,359
Emily Tisch Sussman: terrifying to think that I put all this time and

548
00:27:46,400 --> 00:27:49,679
Emily Tisch Sussman: all this energy into one sector and to make the

549
00:27:49,720 --> 00:27:53,879
Emily Tisch Sussman: pivot out of it felt at times impossible. And I'm

550
00:27:53,920 --> 00:27:56,080
Emily Tisch Sussman: sure you've heard the story a million times, but one

551
00:27:56,119 --> 00:27:58,280
Emily Tisch Sussman: of the greatest people you can read when you're going

552
00:27:58,280 --> 00:28:01,280
Emily Tisch Sussman: through a moment of change is Glennin duyts Entamed And

553
00:28:01,600 --> 00:28:03,760
Emily Tisch Sussman: I mean that struck a nerve that was so deep,

554
00:28:03,800 --> 00:28:06,000
Emily Tisch Sussman: And I really do think that anyone that does read

555
00:28:06,000 --> 00:28:08,640
Emily Tisch Sussman: that book, no matter when you read it, there's something

556
00:28:08,920 --> 00:28:12,359
Emily Tisch Sussman: that's happening in your life that becomes clearer because of

557
00:28:12,359 --> 00:28:14,880
Emily Tisch Sussman: the way that she was able to articulate her life.

558
00:28:15,000 --> 00:28:18,240
Emily Tisch Sussman: And I remember this was later on. I wasn't Goldman anymore.

559
00:28:18,520 --> 00:28:20,520
Emily Tisch Sussman: I was now working at the job that pushed me

560
00:28:20,560 --> 00:28:22,879
Emily Tisch Sussman: into creating Sodo. And I'll be careful how I speak

561
00:28:22,880 --> 00:28:25,879
Emily Tisch Sussman: about it, because it was definitely not a good experience.

562
00:28:26,760 --> 00:28:29,479
Emily Tisch Sussman: But yeah, I was working in real estate after Goldman

563
00:28:30,000 --> 00:28:32,359
Emily Tisch Sussman: and I'm reading Glennon and the one thing she kept

564
00:28:32,400 --> 00:28:34,919
Emily Tisch Sussman: saying that felt so true was that the enemy of

565
00:28:35,080 --> 00:28:37,359
Emily Tisch Sussman: true enough is good enough. And I was like, you

566
00:28:37,400 --> 00:28:39,480
Emily Tisch Sussman: know what, I just have to accept that the last

567
00:28:39,480 --> 00:28:42,000
Emily Tisch Sussman: seven and a half eight years they were good enough,

568
00:28:42,760 --> 00:28:46,320
Emily Tisch Sussman: but they were not true enough. And she's all about

569
00:28:46,800 --> 00:28:50,120
Emily Tisch Sussman: imagery of fire and friction and leaning into that sensation

570
00:28:50,200 --> 00:28:53,320
Emily Tisch Sussman: of letting it burn. And don't be afraid of fire

571
00:28:53,400 --> 00:28:56,200
Emily Tisch Sussman: being something negative. Instead think of it as an ability

572
00:28:56,280 --> 00:28:59,200
Emily Tisch Sussman: to clear space for what's really supposed to blossom and

573
00:28:59,240 --> 00:29:01,960
Emily Tisch Sussman: flourish and grow. Oh. If there was one thing I

574
00:29:01,960 --> 00:29:04,800
Emily Tisch Sussman: could say about Hillary, it's that she seems like an

575
00:29:04,840 --> 00:29:09,240
Emily Tisch Sussman: extremely grounded and nobs type person. But I love it

576
00:29:09,280 --> 00:29:12,400
Emily Tisch Sussman: when a guest surprises me because she finally got the

577
00:29:12,480 --> 00:29:15,360
Emily Tisch Sussman: kick she needed to take the leap and start Sodo

578
00:29:15,440 --> 00:29:18,160
Emily Tisch Sussman: method from a tarot card reading.

579
00:29:19,320 --> 00:29:22,360
Hilary Hoffman: And what was crazy? Just as a side note to

580
00:29:22,400 --> 00:29:25,840
Hilary Hoffman: all of this, I was reading that I was working

581
00:29:25,880 --> 00:29:28,840
Hilary Hoffman: in real estate. Soto had started to become a side

582
00:29:28,880 --> 00:29:31,280
Hilary Hoffman: hustle of mind that I was leaning more into. And

583
00:29:31,360 --> 00:29:33,400
Hilary Hoffman: I was at my friend's wedding. The woman doing my

584
00:29:33,480 --> 00:29:36,880
Hilary Hoffman: makeup she was a psychic or a medium of some sort,

585
00:29:37,120 --> 00:29:39,560
Hilary Hoffman: and she was telling me about her job and she said,

586
00:29:39,560 --> 00:29:42,080
Hilary Hoffman: I'd love to give you a free reading. I was like, sure,

587
00:29:42,240 --> 00:29:44,640
Hilary Hoffman: why not? So we wrapped up the makeup session. A

588
00:29:44,640 --> 00:29:46,280
Hilary Hoffman: few weeks later, I got on a zoom with her.

589
00:29:47,000 --> 00:29:52,000
Hilary Hoffman: She again to zoom medium reading. I'm all for believing

590
00:29:52,120 --> 00:29:55,080
Hilary Hoffman: in others, and I wanted to be along for the ride,

591
00:29:55,080 --> 00:29:56,920
Hilary Hoffman: but in my brain, I'm like, there's no way this

592
00:29:56,960 --> 00:29:59,400
Hilary Hoffman: is going to amount to anything. But I went into

593
00:29:59,440 --> 00:30:02,560
Hilary Hoffman: a pan openma. So she started her sessions with you

594
00:30:02,600 --> 00:30:06,360
Hilary Hoffman: posing a question, and her question was, or my question

595
00:30:06,480 --> 00:30:08,800
Hilary Hoffman: that I wanted to ask for the session was am

596
00:30:08,800 --> 00:30:11,000
Hilary Hoffman: I on the right path? And we went through this

597
00:30:11,040 --> 00:30:13,680
Hilary Hoffman: whole journey together where she was really pulling on what

598
00:30:13,720 --> 00:30:16,719
Hilary Hoffman: she calls popcorns of elements of my life and they

599
00:30:16,760 --> 00:30:19,320
Hilary Hoffman: all really rang true. And towards the end of the session,

600
00:30:19,400 --> 00:30:21,280
Hilary Hoffman: she kept saying, I see all these images of fire,

601
00:30:21,880 --> 00:30:26,160
Hilary Hoffman: like I see you sitting in a house. It's on fire,

602
00:30:26,600 --> 00:30:28,880
Hilary Hoffman: but you're okay. And of course all of a sudden

603
00:30:28,880 --> 00:30:32,120
Hilary Hoffman: you're like, oh shit, I believe so I'm believing it.

604
00:30:32,160 --> 00:30:35,000
Hilary Hoffman: I'm like, okay, but don't get carried away. She keeps

605
00:30:35,040 --> 00:30:37,720
Hilary Hoffman: going on this rhetoric of belief and fire and all

606
00:30:37,720 --> 00:30:40,320
Hilary Hoffman: of this. End of the session, she pulls out tearret

607
00:30:40,320 --> 00:30:43,120
Hilary Hoffman: cards and there's probably two hundred and fifty in this deck,

608
00:30:43,640 --> 00:30:47,680
Hilary Hoffman: shuffles them, puts them out again, zoom. She goes tell

609
00:30:47,680 --> 00:30:49,760
Hilary Hoffman: me when to stop. Her finger starts to go across

610
00:30:49,800 --> 00:30:53,480
Hilary Hoffman: the cards and I say stop. Pulls up a card

611
00:30:54,240 --> 00:30:57,640
Hilary Hoffman: and on it it's a burning house, kid, you not

612
00:30:58,040 --> 00:31:01,000
Hilary Hoffman: I could like cry actually thinking about it. Are so

613
00:31:01,320 --> 00:31:05,360
Hilary Hoffman: she's reading all the things about this card, and every

614
00:31:05,440 --> 00:31:09,200
Hilary Hoffman: card has an associated It's not a phrase, it's a

615
00:31:09,240 --> 00:31:12,479
Hilary Hoffman: guiding sentence to take with you. And the guiding sentence

616
00:31:12,480 --> 00:31:14,720
Hilary Hoffman: of my card was I rised from the rubble of

617
00:31:14,760 --> 00:31:16,360
Hilary Hoffman: old identities to become who I was.

618
00:31:16,320 --> 00:31:16,680
Emily Tisch Sussman: Meant to be.

619
00:31:17,680 --> 00:31:21,160
Hilary Hoffman: And it hit me so sincerely in that moment, And

620
00:31:21,200 --> 00:31:23,880
Hilary Hoffman: I think not that I needed that to give me permission,

621
00:31:24,240 --> 00:31:27,200
Hilary Hoffman: but I think we oftentimes look at a ten year

622
00:31:27,320 --> 00:31:30,959
Hilary Hoffman: career and write it off for being something that allowed

623
00:31:31,040 --> 00:31:35,600
Hilary Hoffman: us to be great with subject matter expertise. I think

624
00:31:35,600 --> 00:31:37,720
Hilary Hoffman: you can always take it a step further sure of

625
00:31:37,760 --> 00:31:40,640
Hilary Hoffman: their subject matter expertise that I spent ten years doing.

626
00:31:40,720 --> 00:31:44,160
Hilary Hoffman: But there's also all these soft skills that I've accumulated

627
00:31:44,200 --> 00:31:45,640
Hilary Hoffman: along the way that are actually going to set me

628
00:31:45,680 --> 00:31:49,200
Hilary Hoffman: apart in this next journey, in this next identity that

629
00:31:49,240 --> 00:31:51,920
Hilary Hoffman: I would otherwise not have if it wasn't for that experience.

630
00:31:52,560 --> 00:31:55,920
Hilary Hoffman: So what I initially cast off as being something almost

631
00:31:55,960 --> 00:31:59,280
Hilary Hoffman: impossible to pivot out of, I actually felt even more

632
00:31:59,320 --> 00:32:01,880
Hilary Hoffman: inspired to make the pivot because I was going to

633
00:32:01,880 --> 00:32:04,400
Hilary Hoffman: be entering a space with new perspective that others didn't have.

634
00:32:05,440 --> 00:32:08,000
Emily Tisch Sussman: So let's get into the founding. Yeah, but give us

635
00:32:08,000 --> 00:32:11,760
Emily Tisch Sussman: a little background here to where your headspace was when

636
00:32:11,760 --> 00:32:15,120
Emily Tisch Sussman: you got into even just the beginning of what became

637
00:32:15,160 --> 00:32:16,280
Emily Tisch Sussman: the seedlings of soda.

638
00:32:16,880 --> 00:32:20,080
Hilary Hoffman: Totally, I think that where I was at is I

639
00:32:20,160 --> 00:32:23,800
Hilary Hoffman: was turning thirty. So I had turned thirty, I was

640
00:32:23,800 --> 00:32:26,720
Hilary Hoffman: wrapping up my time at this real estate fund. Husband

641
00:32:26,760 --> 00:32:30,240
Hilary Hoffman: got a job in Los Angeles, his dream job. He's

642
00:32:30,400 --> 00:32:32,880
Hilary Hoffman: my favorite person, and we've always been very supportive as

643
00:32:32,920 --> 00:32:35,880
Hilary Hoffman: partners in letting the other person chase their dream. So

644
00:32:35,920 --> 00:32:37,880
Hilary Hoffman: this was like the first opportunity where he got to

645
00:32:37,960 --> 00:32:40,720
Hilary Hoffman: chase and I didn't want to stand in the way

646
00:32:40,760 --> 00:32:43,040
Hilary Hoffman: of that, and I actually really supported it. I was

647
00:32:43,080 --> 00:32:45,760
Hilary Hoffman: also lucky I could pivot internally at Goldman like it

648
00:32:45,800 --> 00:32:48,520
Hilary Hoffman: was easy. So I ended up just moving to Goldman's

649
00:32:48,520 --> 00:32:51,920
Hilary Hoffman: same exact job. I left Goldman on the best of terms.

650
00:32:51,960 --> 00:32:55,320
Hilary Hoffman: It just wasn't a fit anymore, No ill will whatsoever.

651
00:32:55,440 --> 00:32:58,760
Hilary Hoffman: I really do love Goldman. It's an amazing place. I

652
00:32:58,920 --> 00:33:03,480
Hilary Hoffman: also important I wanted to leverage my seven years for

653
00:33:03,560 --> 00:33:05,920
Hilary Hoffman: one last job in finance. Ended up finding a real

654
00:33:06,040 --> 00:33:07,280
Hilary Hoffman: estate fund that I thought was going to be a

655
00:33:07,280 --> 00:33:10,000
Hilary Hoffman: good fit title pay. Got what I wanted from it.

656
00:33:10,440 --> 00:33:14,240
Hilary Hoffman: Started with that job. COVID happened during it. I always say,

657
00:33:14,240 --> 00:33:18,320
Hilary Hoffman: crisis accelerates the inevitable. A lot of the yellow flags

658
00:33:18,320 --> 00:33:22,080
Hilary Hoffman: that I'd seen turned to red flax, and I knew

659
00:33:22,120 --> 00:33:25,120
Hilary Hoffman: it wasn't the place for me anymore. During that time,

660
00:33:25,680 --> 00:33:30,120
Hilary Hoffman: I was exploring every job, not just SODO, and I

661
00:33:30,200 --> 00:33:32,040
Hilary Hoffman: made a commitment to myself that every month I'd have

662
00:33:32,040 --> 00:33:34,640
Hilary Hoffman: a conversation with five or seven people who were in

663
00:33:34,720 --> 00:33:39,480
Hilary Hoffman: my network, completely unaffiliated with finance, who from a naked

664
00:33:39,480 --> 00:33:42,360
Hilary Hoffman: eyed looked like they loved their job. And I'm lucky

665
00:33:42,440 --> 00:33:44,000
Hilary Hoffman: enough that I had friends in my network who are

666
00:33:44,000 --> 00:33:46,640
Hilary Hoffman: willing to be honest with me. And what I realized

667
00:33:46,720 --> 00:33:48,640
Hilary Hoffman: was half the people who I thought loved their job

668
00:33:48,680 --> 00:33:51,440
Hilary Hoffman: didn't and they told me why. And then the other

669
00:33:51,520 --> 00:33:53,720
Hilary Hoffman: half was honest and said, I love my job. And

670
00:33:54,280 --> 00:33:57,080
Hilary Hoffman: what I realized in everyone that loved their job, the

671
00:33:57,520 --> 00:34:01,000
Hilary Hoffman: underlying thread was they had a ton to me. They

672
00:34:01,000 --> 00:34:03,240
Hilary Hoffman: felt autonomous, they felt like they had choice, and they

673
00:34:03,280 --> 00:34:04,520
Hilary Hoffman: felt like their choice mattered.

674
00:34:06,760 --> 00:34:11,560
Emily Tisch Sussman: After all of her conversations, Hillary was finally ready to

675
00:34:11,760 --> 00:34:23,319
Emily Tisch Sussman: make her pivot more after the break. After a few

676
00:34:23,360 --> 00:34:26,560
Emily Tisch Sussman: months of networking, Hillary started to hone in on her

677
00:34:26,560 --> 00:34:30,040
Emily Tisch Sussman: pivot and began to develop a brand new workout method

678
00:34:30,160 --> 00:34:33,120
Emily Tisch Sussman: based on her own personal fitness experiences.

679
00:34:34,320 --> 00:34:36,240
Hilary Hoffman: So for me, what I realized in my own workout

680
00:34:36,280 --> 00:34:39,680
Hilary Hoffman: is I hated the downtime between different muscle blocks so

681
00:34:40,320 --> 00:34:42,000
Hilary Hoffman: or rather different muscle groups. And if you were at

682
00:34:42,000 --> 00:34:45,800
Hilary Hoffman: a hit cardio class, there was so much demoing. If

683
00:34:45,920 --> 00:34:48,600
Hilary Hoffman: you were at a spin class, it was just all

684
00:34:48,600 --> 00:34:51,760
Hilary Hoffman: focused on cardio, and so how could I get muscle

685
00:34:51,800 --> 00:34:56,840
Hilary Hoffman: specific movements coupled with cardio in a way that delivered

686
00:34:56,920 --> 00:35:01,319
Hilary Hoffman: efficiency and not just efficiency, but real result. So I

687
00:35:01,440 --> 00:35:04,360
Hilary Hoffman: created the Sodo roadmap, which is this predictable roadmap that

688
00:35:04,400 --> 00:35:07,480
Hilary Hoffman: I lean on. And then also this idea of isometrics

689
00:35:07,480 --> 00:35:10,440
Hilary Hoffman: I learned at a very young age planking, squatting, all

690
00:35:10,480 --> 00:35:13,920
Hilary Hoffman: of that we did to build muscle mass when we

691
00:35:13,920 --> 00:35:17,200
Hilary Hoffman: were training for track, and I was a long distance athlete.

692
00:35:17,280 --> 00:35:21,120
Hilary Hoffman: So the idea between working fast twitch muscles and then

693
00:35:21,160 --> 00:35:24,440
Hilary Hoffman: also like really learning how to increase your endurance, isometrics

694
00:35:24,440 --> 00:35:27,640
Hilary Hoffman: were a great tool and I just loved it. And

695
00:35:27,719 --> 00:35:29,880
Hilary Hoffman: I loved how in the thirty minute workout, I was

696
00:35:29,960 --> 00:35:33,440
Hilary Hoffman: actively working for twenty six minutes, And I loved how

697
00:35:33,480 --> 00:35:36,120
Hilary Hoffman: I could stack my way up to a really intense class.

698
00:35:36,400 --> 00:35:39,040
Hilary Hoffman: I could also stack my way down to something really approachable.

699
00:35:39,480 --> 00:35:42,600
Hilary Hoffman: And so it started to happen. Was consistency, and it

700
00:35:42,640 --> 00:35:46,560
Hilary Hoffman: wasn't just consistency, it was consistency with intention, and so

701
00:35:46,680 --> 00:35:49,279
Hilary Hoffman: I wanted to do it every day, and so for

702
00:35:49,360 --> 00:35:52,360
Hilary Hoffman: three months I committed to my own program, slowly started

703
00:35:52,400 --> 00:35:56,960
Hilary Hoffman: socializing it with friends. So it naturally gained traction and

704
00:35:57,080 --> 00:36:00,000
Hilary Hoffman: I started sending out a weekly email here my zoom clouds,

705
00:36:00,280 --> 00:36:01,880
Hilary Hoffman: if you want to join me and my own workout

706
00:36:01,880 --> 00:36:04,680
Hilary Hoffman: would love to have you. Then those translated into in

707
00:36:04,719 --> 00:36:07,960
Hilary Hoffman: person workouts in Los Angeles, and so it just was

708
00:36:07,960 --> 00:36:12,160
Hilary Hoffman: this like natural lily pad effect where people would try it,

709
00:36:12,680 --> 00:36:15,759
Hilary Hoffman: they would love it, they would share it, and that's

710
00:36:15,800 --> 00:36:17,840
Hilary Hoffman: how everything kept growing organically.

711
00:36:18,400 --> 00:36:19,959
Emily Tisch Sussman: One of the things that we talk about when people

712
00:36:20,000 --> 00:36:23,040
Emily Tisch Sussman: are thinking about how to pivot is being realistic about

713
00:36:23,040 --> 00:36:26,080
Emily Tisch Sussman: how much bandwidth you have, yes financially what you need

714
00:36:26,120 --> 00:36:28,160
Emily Tisch Sussman: to do, and so you know, sometimes you need to

715
00:36:28,160 --> 00:36:30,560
Emily Tisch Sussman: start slowly. And started as a side hustle over time,

716
00:36:30,600 --> 00:36:32,360
Emily Tisch Sussman: and you did that for a long time.

717
00:36:32,800 --> 00:36:34,680
Hilary Hoffman: I did. And I think that this concept of a

718
00:36:34,719 --> 00:36:37,920
Hilary Hoffman: side hustle, it's not because you're treating it as a

719
00:36:38,000 --> 00:36:42,279
Hilary Hoffman: lesser job. It's just that you're not reliant on that

720
00:36:42,400 --> 00:36:44,839
Hilary Hoffman: job for your sole source of income. And I think

721
00:36:44,960 --> 00:36:47,400
Hilary Hoffman: that's the biggest difference. And I think a lot of

722
00:36:47,440 --> 00:36:50,440
Hilary Hoffman: people the misconception is that a side hustle doesn't require

723
00:36:50,440 --> 00:36:52,960
Hilary Hoffman: one hundred percent of your energy. It does. A side

724
00:36:53,000 --> 00:36:55,920
Hilary Hoffman: hustle and your full time job require one hundred percent

725
00:36:55,920 --> 00:36:58,320
Hilary Hoffman: of your energy, and it's up to you to figure

726
00:36:58,320 --> 00:37:00,839
Hilary Hoffman: out how you're going to make that work. And what's

727
00:37:00,880 --> 00:37:03,960
Hilary Hoffman: great about a side hustle is it quickly tests how

728
00:37:04,040 --> 00:37:06,520
Hilary Hoffman: much you love doing something and how much it's worth it.

729
00:37:06,560 --> 00:37:08,520
Hilary Hoffman: So I actually think it's really important to do it

730
00:37:08,600 --> 00:37:11,799
Hilary Hoffman: because if you're meant to do it as your full

731
00:37:11,840 --> 00:37:15,520
Hilary Hoffman: time job, it will naturally happen because you want to

732
00:37:15,560 --> 00:37:19,000
Hilary Hoffman: spend your time there instead of using that time for

733
00:37:19,080 --> 00:37:22,759
Hilary Hoffman: something else. And I think from a financial standpoint, there's

734
00:37:22,760 --> 00:37:25,120
Hilary Hoffman: a reason why I stayed at Goldman for seven years.

735
00:37:25,320 --> 00:37:28,520
Hilary Hoffman: One was the fact that I was learning a lot

736
00:37:28,600 --> 00:37:30,640
Hilary Hoffman: and I was enjoying my time there. But there was

737
00:37:30,680 --> 00:37:33,000
Hilary Hoffman: also a big piece of me which said, I'm making

738
00:37:33,000 --> 00:37:36,000
Hilary Hoffman: a lot of money, I can save money, and I

739
00:37:36,080 --> 00:37:38,279
Hilary Hoffman: want to have that reserve when the day comes where

740
00:37:38,360 --> 00:37:40,600
Hilary Hoffman: I really know what I want to do. And that's

741
00:37:40,600 --> 00:37:42,960
Hilary Hoffman: a sacrifice. And you're not going to love every day

742
00:37:43,000 --> 00:37:45,560
Hilary Hoffman: and you're not going to necessarily love your job. But

743
00:37:45,680 --> 00:37:48,160
Hilary Hoffman: I loved the savings that I was able to accumulate

744
00:37:48,239 --> 00:37:50,840
Hilary Hoffman: during that time for something in the future, and I

745
00:37:50,880 --> 00:37:56,000
Hilary Hoffman: think investing in yourself takes disciplinary moments like that. Additionally,

746
00:37:56,239 --> 00:37:58,600
Hilary Hoffman: I was fortunate enough to have an incredible partner who

747
00:37:58,600 --> 00:38:01,879
Hilary Hoffman: could also support us, and I think that Weirdly enough,

748
00:38:01,920 --> 00:38:04,000
Hilary Hoffman: my husband and I went out at the exact same time.

749
00:38:04,480 --> 00:38:08,120
Hilary Hoffman: He's also a CEO and founder, so very very different

750
00:38:08,120 --> 00:38:10,279
Hilary Hoffman: business than mine. So we coupled each other nicely, but

751
00:38:10,760 --> 00:38:12,960
Hilary Hoffman: we had each other, which I think is a really

752
00:38:13,040 --> 00:38:16,360
Hilary Hoffman: really important thing to have when you're doing anything by yourself.

753
00:38:16,760 --> 00:38:19,799
Hilary Hoffman: And I also had timelines so as it related to

754
00:38:20,480 --> 00:38:23,640
Hilary Hoffman: my job in finance, I had to make it to

755
00:38:23,719 --> 00:38:26,120
Hilary Hoffman: the day that my bonus was paid. Then I could

756
00:38:26,120 --> 00:38:29,080
Hilary Hoffman: reevaluate what I wanted to do. One of the toughest

757
00:38:29,080 --> 00:38:32,680
Hilary Hoffman: parts about the job that I had before starting SODO. Sorry,

758
00:38:32,719 --> 00:38:36,760
Hilary Hoffman: my story gets a little complicated. Goldman Goldman to real estate.

759
00:38:37,520 --> 00:38:41,000
Hilary Hoffman: During that real estate job, I was determined to make

760
00:38:41,040 --> 00:38:43,279
Hilary Hoffman: it to the day they paid me my bonus. I

761
00:38:43,320 --> 00:38:46,560
Hilary Hoffman: got really lucky, though, so my bonus was eventually paid

762
00:38:47,040 --> 00:38:51,080
Hilary Hoffman: after it was withheld for a ridiculous long period of time.

763
00:38:51,360 --> 00:38:53,000
Hilary Hoffman: So a lot of SODO is about this idea of

764
00:38:53,040 --> 00:38:57,920
Hilary Hoffman: sustaining mentally, and this concept of like holding on for

765
00:38:57,960 --> 00:38:59,840
Hilary Hoffman: one more second, and how do you make it for

766
00:38:59,880 --> 00:39:02,680
Hilary Hoffman: that one extra second. And I had to put that

767
00:39:02,719 --> 00:39:05,640
Hilary Hoffman: to the test with this bonus, and what allowed me

768
00:39:05,760 --> 00:39:08,560
Hilary Hoffman: to sustain my energy in that is that I think

769
00:39:08,560 --> 00:39:10,640
Hilary Hoffman: a lot of times people say, protect your mental health,

770
00:39:11,160 --> 00:39:13,440
Hilary Hoffman: get out. Your mental health is more important than money.

771
00:39:13,719 --> 00:39:14,040
Emily Tisch Sussman: It's not.

772
00:39:14,239 --> 00:39:17,200
Hilary Hoffman: Sometimes it's not. Sometimes the money is actually more important.

773
00:39:17,640 --> 00:39:19,520
Hilary Hoffman: And I needed that money to be able to do

774
00:39:19,640 --> 00:39:22,839
Hilary Hoffman: SODA full time. So I had to reverse engineer how

775
00:39:22,840 --> 00:39:25,560
Hilary Hoffman: can I keep my mental health while waiting this out,

776
00:39:25,640 --> 00:39:27,319
Hilary Hoffman: And Soda was what allowed me to do that.

777
00:39:29,560 --> 00:39:34,120
Emily Tisch Sussman: Hillary had to do her proverbial quote one extra second

778
00:39:34,520 --> 00:39:37,840
Emily Tisch Sussman: before she could fully leap and start SODO, so she

779
00:39:38,040 --> 00:39:41,080
Emily Tisch Sussman: held off a little longer and took a three month

780
00:39:41,120 --> 00:39:44,000
Emily Tisch Sussman: consulting gig to really build up her savings.

781
00:39:45,000 --> 00:39:47,080
Hilary Hoffman: I owed it to myself to try one more thing

782
00:39:47,160 --> 00:39:49,200
Hilary Hoffman: before diving into SODO, because I think a lot of

783
00:39:49,239 --> 00:39:52,000
Hilary Hoffman: times people can feel like they're running away from something

784
00:39:52,000 --> 00:39:55,080
Hilary Hoffman: that was terrible as opposed to running towards an opportunity,

785
00:39:55,320 --> 00:39:57,879
Hilary Hoffman: and so I wanted to test that theory. Three months

786
00:39:57,880 --> 00:40:02,080
Hilary Hoffman: at oak Tree. Loved it. I worked with ridiculously brilliant

787
00:40:02,080 --> 00:40:07,080
Hilary Hoffman: people who also cared about their employees' humanity, and so

788
00:40:07,200 --> 00:40:08,960
Hilary Hoffman: at the end of those three months, I had actually

789
00:40:09,000 --> 00:40:13,120
Hilary Hoffman: saved an additional three months of money to put towards Sodo,

790
00:40:13,520 --> 00:40:17,120
Hilary Hoffman: and I left Finance from a real place of empowerment.

791
00:40:17,280 --> 00:40:18,920
Hilary Hoffman: Left the door open at oak Tree if I ever

792
00:40:18,960 --> 00:40:22,560
Hilary Hoffman: wanted to go back. Discovered that you know what I do,

793
00:40:22,640 --> 00:40:24,120
Hilary Hoffman: have what it takes if I ever do want to

794
00:40:24,120 --> 00:40:26,640
Hilary Hoffman: come back into this world to be perfectly honest, So

795
00:40:26,760 --> 00:40:30,200
Hilary Hoffman: like all of my registration tests have expired, so the

796
00:40:30,239 --> 00:40:32,239
Hilary Hoffman: door is shut at this point because I refuse to

797
00:40:32,280 --> 00:40:36,600
Hilary Hoffman: take those exams again. Those were horrific. That was the

798
00:40:36,600 --> 00:40:38,600
Hilary Hoffman: worst part about Finance for me. And then I was

799
00:40:38,640 --> 00:40:40,440
Hilary Hoffman: able to go full time at the end of all

800
00:40:40,560 --> 00:40:43,760
Hilary Hoffman: that was Sodo. But I was conflicted with this choice,

801
00:40:43,760 --> 00:40:46,200
Hilary Hoffman: which is I can start Sodo or I can do

802
00:40:46,320 --> 00:40:50,600
Hilary Hoffman: one last really hard push and do this consulting gig,

803
00:40:50,800 --> 00:40:53,200
Hilary Hoffman: save a little bit more money, learn a little bit

804
00:40:53,239 --> 00:40:55,520
Hilary Hoffman: more and I'm so glad I did that.

805
00:40:56,000 --> 00:40:59,320
Hilary Hoffman: Hello, and welcome to your first Soto. For today's class,

806
00:40:59,320 --> 00:41:02,040
Hilary Hoffman: we're going to be doing an express like series. No

807
00:41:02,160 --> 00:41:05,120
Hilary Hoffman: equipment is required, you just need yourself and some space.

808
00:41:05,520 --> 00:41:07,520
Hilary Hoffman: And as we do this class together, I'm going to

809
00:41:07,560 --> 00:41:09,680
Hilary Hoffman: explain to you what is Sodo and what you can

810
00:41:09,760 --> 00:41:11,920
Hilary Hoffman: expect to find on the app. Today we're going to

811
00:41:11,920 --> 00:41:14,400
Hilary Hoffman: be activating the groups via a bridge, so that is

812
00:41:14,400 --> 00:41:16,359
Hilary Hoffman: going to allow your hands to be free. So if

813
00:41:16,400 --> 00:41:18,719
Hilary Hoffman: you need to work while working out, this is the

814
00:41:18,880 --> 00:41:20,760
Hilary Hoffman: perfect soda for equipment.

815
00:41:21,080 --> 00:41:23,600
Emily Tisch Sussman: And at this point talk to me about your strategy

816
00:41:23,640 --> 00:41:27,200
Emily Tisch Sussman: for growth and for marketing. Yes, you thought about training

817
00:41:27,239 --> 00:41:29,680
Emily Tisch Sussman: people one on one for a little while, even though

818
00:41:29,719 --> 00:41:30,920
Emily Tisch Sussman: it's very time intention.

819
00:41:30,760 --> 00:41:33,960
Hilary Hoffman: Totally so I think for me as it related to

820
00:41:34,000 --> 00:41:37,040
Hilary Hoffman: growing the business, and I talked to my husband about this.

821
00:41:37,680 --> 00:41:39,560
Hilary Hoffman: My business plan for the first year was to prove

822
00:41:39,600 --> 00:41:43,520
Hilary Hoffman: product market fit clearly on a smaller scale, no budget

823
00:41:43,520 --> 00:41:46,800
Hilary Hoffman: for marketing. I only put five thousand dollars into the business.

824
00:41:47,000 --> 00:41:49,720
Hilary Hoffman: Still to this day of my own money and everything

825
00:41:49,760 --> 00:41:54,880
Hilary Hoffman: has again been reinvesting, reinvesting, reinvesting. But what I learned

826
00:41:55,080 --> 00:41:58,360
Hilary Hoffman: was I when I by the time I was going

827
00:41:58,360 --> 00:42:00,400
Hilary Hoffman: out full time, I had already been doing it for

828
00:42:00,440 --> 00:42:04,400
Hilary Hoffman: eight months. So the iterative process of asking for feedback

829
00:42:04,440 --> 00:42:07,480
Hilary Hoffman: and incorporating and it already started. So talk about that

830
00:42:07,560 --> 00:42:10,359
Hilary Hoffman: muscle of not taking feedback personally. The method is as

831
00:42:10,360 --> 00:42:13,560
Hilary Hoffman: good as it is because I was willing to acknowledge

832
00:42:13,560 --> 00:42:15,400
Hilary Hoffman: that parts of it were not great in the beginning

833
00:42:15,800 --> 00:42:18,759
Hilary Hoffman: and make those changes. So what I did in that

834
00:42:18,800 --> 00:42:22,240
Hilary Hoffman: first year was find a really scrappy way to build

835
00:42:22,239 --> 00:42:24,600
Hilary Hoffman: my digital product, just to get it out there, host

836
00:42:24,640 --> 00:42:27,440
Hilary Hoffman: these in person classes from my garage in Santa Monica,

837
00:42:28,040 --> 00:42:31,080
Hilary Hoffman: and then take on personal business to the best of

838
00:42:31,120 --> 00:42:34,000
Hilary Hoffman: my ability. I did all three and I was able

839
00:42:34,040 --> 00:42:36,960
Hilary Hoffman: to make money in my first year. The other thing

840
00:42:36,960 --> 00:42:38,680
Hilary Hoffman: I did in that first year, and it's probably the

841
00:42:38,680 --> 00:42:41,480
Hilary Hoffman: biggest risk that I took personally ever in the course

842
00:42:41,520 --> 00:42:43,080
Hilary Hoffman: of the business, because it was just a team of one,

843
00:42:43,600 --> 00:42:45,840
Hilary Hoffman: but I did a three month pop up in the Hamptons.

844
00:42:45,960 --> 00:42:50,440
Hilary Hoffman: I rented the patio of Calissa, which is a restaurant

845
00:42:50,480 --> 00:42:53,440
Hilary Hoffman: in watermil where I was going to teach five days

846
00:42:53,440 --> 00:42:55,640
Hilary Hoffman: a week. I was going to hire two interns t

847
00:42:55,640 --> 00:42:57,400
Hilary Hoffman: help me clean, and I was going to see if

848
00:42:57,440 --> 00:43:00,280
Hilary Hoffman: in a course of three months could I build demand.

849
00:43:00,440 --> 00:43:05,160
Hilary Hoffman: Guerrilla marketing only terrifying to do this because again, who

850
00:43:05,239 --> 00:43:07,520
Hilary Hoffman: the hell am I? I had two thousand Instagram followers

851
00:43:07,560 --> 00:43:09,920
Hilary Hoffman: at the time, no one knew who I was. It

852
00:43:09,960 --> 00:43:11,920
Hilary Hoffman: was still there was still a lot of self consciousness

853
00:43:12,400 --> 00:43:14,680
Hilary Hoffman: with expressing to the world this is what I was doing.

854
00:43:15,040 --> 00:43:17,919
Hilary Hoffman: And it was a large investment. So I basically took

855
00:43:17,920 --> 00:43:19,600
Hilary Hoffman: all of my savings and I put it into the

856
00:43:19,600 --> 00:43:23,799
Hilary Hoffman: rent for Calissa. For these three months. June was all

857
00:43:23,840 --> 00:43:28,240
Hilary Hoffman: about building demand. July was about executing. August was about

858
00:43:28,239 --> 00:43:31,000
Hilary Hoffman: selling out. That was my hope, and it actually worked.

859
00:43:31,719 --> 00:43:33,879
Hilary Hoffman: June I had about two to three people in every

860
00:43:33,880 --> 00:43:38,840
Hilary Hoffman: class July fifteen to twenty August selling out at thirty

861
00:43:39,120 --> 00:43:42,480
Hilary Hoffman: every single class, every single day. So now I'm doing

862
00:43:42,600 --> 00:43:45,759
Hilary Hoffman: thirty people paying forty dollars a spot every single day

863
00:43:45,800 --> 00:43:49,759
Hilary Hoffman: in class. My personal business grew in tandem with it.

864
00:43:50,200 --> 00:43:52,040
Hilary Hoffman: So now I have my personal business, I have in

865
00:43:52,080 --> 00:43:56,879
Hilary Hoffman: person classes, and my scrappy digital product had finally taken off.

866
00:43:57,200 --> 00:43:59,960
Hilary Hoffman: And we're not talking thousands of subscribers. We're talking about

867
00:44:00,000 --> 00:44:02,840
Hilary Hoffman: out three hundred, four hundred subscribers at the time. The

868
00:44:02,960 --> 00:44:07,279
Hilary Hoffman: four hundred times thirty nine dollars, it's enough capital to

869
00:44:07,400 --> 00:44:10,759
Hilary Hoffman: kind of see you keep pushing through it. What was

870
00:44:10,840 --> 00:44:15,400
Hilary Hoffman: great was that summer ended, I made the next biggest investment,

871
00:44:15,440 --> 00:44:20,520
Hilary Hoffman: which was switching platform providers into the krem de la

872
00:44:20,600 --> 00:44:23,960
Hilary Hoffman: Creme of app building white label services, which is Vimeo.

873
00:44:24,360 --> 00:44:28,520
Hilary Hoffman: Loved them so much, and I launched my real app

874
00:44:28,640 --> 00:44:31,000
Hilary Hoffman: after that summer. So that's twenty twenty two, and so

875
00:44:31,080 --> 00:44:33,360
Hilary Hoffman: the big goal for twenty twenty two into twenty twenty

876
00:44:33,360 --> 00:44:37,320
Hilary Hoffman: three was can I grow this thing again, no marketing budget,

877
00:44:37,680 --> 00:44:40,600
Hilary Hoffman: all word of mouth. Can my clients be my biggest champions?

878
00:44:41,040 --> 00:44:41,919
Emily Tisch Sussman: It worked.

879
00:44:42,280 --> 00:44:44,440
Hilary Hoffman: A year later, we hit the numbers we wanted to build,

880
00:44:45,360 --> 00:44:48,520
Hilary Hoffman: and then what's crazy is now now we're a year

881
00:44:49,000 --> 00:44:51,480
Hilary Hoffman: if we're if we're where that part of the story

882
00:44:51,600 --> 00:44:54,399
Hilary Hoffman: ends would be a year ago today. So a year

883
00:44:54,440 --> 00:44:57,400
Hilary Hoffman: ago today, I made my first full time hire, my

884
00:44:57,520 --> 00:45:00,680
Hilary Hoffman: chief of staff, Samantha, who has been the most critical

885
00:45:01,080 --> 00:45:05,440
Hilary Hoffman: component to SODA's growth hands down, and we were presented

886
00:45:05,440 --> 00:45:07,799
Hilary Hoffman: with a really unique opportunity to do a pop up

887
00:45:07,920 --> 00:45:11,360
Hilary Hoffman: in New York for January, February, and March. I was

888
00:45:11,400 --> 00:45:13,759
Hilary Hoffman: living in Miami at the time. I should have mentioned that.

889
00:45:13,840 --> 00:45:16,880
Hilary Hoffman: After the summer and Callissa, my husband and I agreed

890
00:45:16,880 --> 00:45:18,880
Hilary Hoffman: to move to Miami because he had sold part of

891
00:45:18,920 --> 00:45:23,160
Hilary Hoffman: his business and we've never let where we live inhibit

892
00:45:23,400 --> 00:45:26,239
Hilary Hoffman: our dreams. We will move, we will make the sacrifices.

893
00:45:26,680 --> 00:45:29,080
Hilary Hoffman: We moved again. So we were there for a year

894
00:45:29,080 --> 00:45:32,879
Hilary Hoffman: and a half. Fast forward, it's now December of last year,

895
00:45:32,920 --> 00:45:34,920
Hilary Hoffman: so December of twenty twenty three, just.

896
00:45:34,880 --> 00:45:36,560
Emily Tisch Sussman: The time that everyone wants to move from Miami to

897
00:45:36,600 --> 00:45:36,960
Emily Tisch Sussman: New York.

898
00:45:37,080 --> 00:45:40,200
Hilary Hoffman: Truly, my husband's like this is fucking terrible, Hillary, Why

899
00:45:40,239 --> 00:45:41,799
Hilary Hoffman: are you doing this to us? I'm like, I know,

900
00:45:41,880 --> 00:45:44,799
Hilary Hoffman: I know, it's terrible timing, but it's January and people

901
00:45:44,880 --> 00:45:46,600
Hilary Hoffman: want to work out, so there's no better time to

902
00:45:46,600 --> 00:45:50,200
Hilary Hoffman: do a pop up that's fitness focused. So now we

903
00:45:50,280 --> 00:45:53,720
Hilary Hoffman: are in December. I had told my chief of staff

904
00:45:53,719 --> 00:45:56,840
Hilary Hoffman: originally that her job was going to be remote. We

905
00:45:56,880 --> 00:45:58,840
Hilary Hoffman: would work on Zoom all day. We would focus on

906
00:45:58,840 --> 00:46:01,920
Hilary Hoffman: the digital product, and at this time where we're currently

907
00:46:01,920 --> 00:46:05,400
Hilary Hoffman: at in today's day, which is December sixteenth or seventeen,

908
00:46:05,520 --> 00:46:07,640
Hilary Hoffman: twenty twenty four, this is when we were actually going

909
00:46:07,600 --> 00:46:10,719
Hilary Hoffman: to start exploring brick and mortar. She agreed to that.

910
00:46:11,000 --> 00:46:14,360
Hilary Hoffman: We had a very unique opportunity. I had to ask Grover, Zoom,

911
00:46:14,760 --> 00:46:16,719
Hilary Hoffman: you're about to commit to some of probably the most

912
00:46:16,719 --> 00:46:19,040
Hilary Hoffman: work you'll ever going to do in your life. You

913
00:46:19,080 --> 00:46:21,360
Hilary Hoffman: didn't sign up for this. You're allowed to say no.

914
00:46:22,040 --> 00:46:24,080
Hilary Hoffman: But if you say yes, I promise you I think

915
00:46:24,080 --> 00:46:24,960
Hilary Hoffman: we can do this together.

916
00:46:25,880 --> 00:46:26,640
Emily Tisch Sussman: She said yes.

917
00:46:27,600 --> 00:46:31,399
Hilary Hoffman: We legitimately signed our lease probably on this day last year.

918
00:46:32,080 --> 00:46:35,160
Hilary Hoffman: We had we got keys to it. Call it like

919
00:46:35,160 --> 00:46:39,560
Hilary Hoffman: December twentieth. December twentieth to January ninth is the time

920
00:46:39,600 --> 00:46:43,040
Hilary Hoffman: that we had to convert a second floor, really rough

921
00:46:43,080 --> 00:46:46,520
Hilary Hoffman: looking box of a place into our home.

922
00:46:47,320 --> 00:46:47,839
Emily Tisch Sussman: We did it.

923
00:46:48,160 --> 00:46:51,040
Hilary Hoffman: We covered three months of rent in our first week.

924
00:46:51,680 --> 00:46:55,440
Hilary Hoffman: We covered all of our expenses within ten days, and

925
00:46:55,640 --> 00:46:58,839
Hilary Hoffman: we were selling out of our classes in January. So

926
00:46:59,120 --> 00:47:02,840
Hilary Hoffman: January Febuery in March of this year started to really

927
00:47:03,040 --> 00:47:08,240
Hilary Hoffman: reaffirm the second path for Soda, which is an omnichannel business,

928
00:47:08,280 --> 00:47:11,280
Hilary Hoffman: being both digital and in person. So we had really

929
00:47:11,360 --> 00:47:14,359
Hilary Hoffman: proven out this in person concept in a really low

930
00:47:14,440 --> 00:47:16,680
Hilary Hoffman: risk way. And that's the way that I like to

931
00:47:16,719 --> 00:47:20,479
Hilary Hoffman: do everything with this business is whatever investment I'm making,

932
00:47:20,480 --> 00:47:22,400
Hilary Hoffman: I always ask myself, like, if I set this money

933
00:47:22,400 --> 00:47:25,640
Hilary Hoffman: on fire with the companies still live? The answer was yes.

934
00:47:26,000 --> 00:47:28,520
Hilary Hoffman: We kept extending that pop up month to month to

935
00:47:28,600 --> 00:47:32,080
Hilary Hoffman: month in tandem with it, the trainer base is growing.

936
00:47:32,120 --> 00:47:36,680
Hilary Hoffman: We went from having three trainers to six trainers. Then

937
00:47:37,160 --> 00:47:40,160
Hilary Hoffman: the pop up naturally stopped because the summer was happening.

938
00:47:40,440 --> 00:47:43,560
Hilary Hoffman: We pivoted our efforts to the Hamptons. During that time,

939
00:47:44,120 --> 00:47:48,040
Hilary Hoffman: I am getting my lois out there for real brick

940
00:47:48,080 --> 00:47:51,800
Hilary Hoffman: and mortar properties in New York. We found our dream home.

941
00:47:52,280 --> 00:47:54,799
Hilary Hoffman: We're in negotiations with the lease. As anyone will tell

942
00:47:54,800 --> 00:47:57,360
Hilary Hoffman: you with real estate. The paperwork is the hardest part.

943
00:47:57,600 --> 00:48:01,400
Hilary Hoffman: We get that paperwork. Going back from the summer, we

944
00:48:01,480 --> 00:48:03,200
Hilary Hoffman: want to do another pop up. We end up doing

945
00:48:03,239 --> 00:48:05,960
Hilary Hoffman: a pop up on the Upper east Side, without question,

946
00:48:06,400 --> 00:48:11,080
Hilary Hoffman: the most challenging pop up I'll ever do. It's a

947
00:48:11,160 --> 00:48:14,040
Hilary Hoffman: lesson to anyone be super careful about who you do

948
00:48:14,080 --> 00:48:18,680
Hilary Hoffman: business with, and if there are yellow flags to start,

949
00:48:18,920 --> 00:48:22,359
Hilary Hoffman: they will turn to red flags. And I think that

950
00:48:22,360 --> 00:48:24,719
Hilary Hoffman: there are moments in life where you're willing to sacrifice

951
00:48:25,520 --> 00:48:30,720
Hilary Hoffman: ease of business for the sake of the bigger idea,

952
00:48:30,800 --> 00:48:32,440
Hilary Hoffman: which for me was I really wanted to prove that

953
00:48:32,480 --> 00:48:35,080
Hilary Hoffman: Upper east Side could be another location for us. So

954
00:48:35,120 --> 00:48:38,640
Hilary Hoffman: I'm glad that I weathered the difficulty which was this

955
00:48:38,800 --> 00:48:42,160
Hilary Hoffman: pop up because what happened again, We've covered all of

956
00:48:42,160 --> 00:48:44,719
Hilary Hoffman: our rent in the first week, we sold out of classes.

957
00:48:44,840 --> 00:48:48,200
Hilary Hoffman: Yet again a different community Soda resonated with it. So

958
00:48:48,840 --> 00:48:51,440
Hilary Hoffman: what was great is while that pop up was happening,

959
00:48:51,480 --> 00:48:55,120
Hilary Hoffman: our Tribeca flatship was being built, so we never lost momentum.

960
00:48:55,520 --> 00:48:57,800
Hilary Hoffman: But I would say that like those puzzle pieces and

961
00:48:57,880 --> 00:49:00,520
Hilary Hoffman: fitting them together, you're never going to know how to

962
00:49:00,560 --> 00:49:02,960
Hilary Hoffman: do it. It happens in the moment and It takes

963
00:49:03,000 --> 00:49:06,239
Hilary Hoffman: a lot of persistence, and there's going to be a

964
00:49:06,239 --> 00:49:08,640
Hilary Hoffman: lot of moments where you're gonna add you're not gonna

965
00:49:08,680 --> 00:49:10,879
Hilary Hoffman: know what you're doing, but you know that you have

966
00:49:10,960 --> 00:49:13,400
Hilary Hoffman: to do it. And so for me, like learning as

967
00:49:13,480 --> 00:49:15,920
Hilary Hoffman: much as I could about signing leases, learning as much

968
00:49:15,920 --> 00:49:18,640
Hilary Hoffman: as I could about sub lease agreements, making sure that

969
00:49:18,640 --> 00:49:20,640
Hilary Hoffman: we were protected. Same thing goes if I lost all

970
00:49:20,680 --> 00:49:24,879
Hilary Hoffman: this money, does the business still live? Yes? So Upper

971
00:49:24,880 --> 00:49:28,680
Hilary Hoffman: east Side allowed our trainers to have a job to

972
00:49:28,760 --> 00:49:31,800
Hilary Hoffman: perfect and hone their craft, and it was perfectly the

973
00:49:31,840 --> 00:49:34,520
Hilary Hoffman: way it tied out. Upper east Side pop Up ends,

974
00:49:34,680 --> 00:49:38,240
Hilary Hoffman: Tribeca doors open, and now where we are here, sixty

975
00:49:38,280 --> 00:49:41,800
Hilary Hoffman: eight Thomas, our first flagship location. It's open and I

976
00:49:41,840 --> 00:49:44,680
Hilary Hoffman: couldn't have dreamed of a better opening if I tried,

977
00:49:45,280 --> 00:49:48,319
Hilary Hoffman: and I think unlike a lot of companies, they would

978
00:49:48,320 --> 00:49:51,280
Hilary Hoffman: have just raised capital and opened up their first permanent.

979
00:49:51,800 --> 00:49:53,800
Hilary Hoffman: It took me three years to get here, but I

980
00:49:53,840 --> 00:49:56,440
Hilary Hoffman: always say, our investors are our clients. We've taken no

981
00:49:56,520 --> 00:50:01,600
Hilary Hoffman: outside capital. We built a studio from app recurring revenue

982
00:50:02,000 --> 00:50:05,239
Hilary Hoffman: and the money we made from pop ups. I am

983
00:50:05,280 --> 00:50:08,600
Hilary Hoffman: so proud of that because I think what's interesting is

984
00:50:08,800 --> 00:50:10,239
Hilary Hoffman: a lot of people want to hear the story of

985
00:50:10,239 --> 00:50:12,719
Hilary Hoffman: who you raised from. And I know it's flashy, and

986
00:50:12,760 --> 00:50:14,560
Hilary Hoffman: I know it's cool, and trust me, I'm sure that

987
00:50:14,600 --> 00:50:16,360
Hilary Hoffman: when we open up three studios at once, we're going

988
00:50:16,400 --> 00:50:20,120
Hilary Hoffman: to need outside funding, but that makes sense during that stage.

989
00:50:20,239 --> 00:50:23,320
Hilary Hoffman: I'm happy to take on outside capital. But I'm really

990
00:50:23,360 --> 00:50:26,680
Hilary Hoffman: proud to say that our demand has matched, or rather

991
00:50:27,040 --> 00:50:29,440
Hilary Hoffman: we have let demand dictate our growth.

992
00:50:30,600 --> 00:50:35,359
Emily Tisch Sussman: As she's grown professionally, she's also grown personally. This year,

993
00:50:35,480 --> 00:50:39,480
Emily Tisch Sussman: she and her husband welcome twins, but her pregnancy journey,

994
00:50:39,880 --> 00:50:44,759
Emily Tisch Sussman: like so many women, was complicated. Shortly before we recorded

995
00:50:44,760 --> 00:50:49,720
Emily Tisch Sussman: this interview, she shared an extremely vulnerable Instagram post, admitting

996
00:50:49,760 --> 00:50:52,080
Emily Tisch Sussman: that it took her a while to ask for help

997
00:50:52,239 --> 00:50:53,279
Emily Tisch Sussman: and use IVF.

998
00:50:54,160 --> 00:50:56,680
Hilary Hoffman: So then I did ask for help, and so from

999
00:50:56,680 --> 00:50:59,799
Hilary Hoffman: my fertility journey, it was crazy. It tied up right

1000
00:51:00,040 --> 00:51:02,879
Hilary Hoffman: when I was making a program for spring fertility, and

1001
00:51:02,920 --> 00:51:05,400
Hilary Hoffman: that's why I used to get pregnant. And we created

1002
00:51:05,840 --> 00:51:08,960
Hilary Hoffman: a fertility program for those going through IVF or egg

1003
00:51:09,000 --> 00:51:11,440
Hilary Hoffman: retrieval where you could still so too while doing it.

1004
00:51:11,480 --> 00:51:14,040
Hilary Hoffman: This has become a really popular trend. It's a beautiful thing,

1005
00:51:14,040 --> 00:51:16,799
Hilary Hoffman: and I'm so happy that every platform is offering their

1006
00:51:16,880 --> 00:51:19,960
Hilary Hoffman: version of this to their community, because movement is so

1007
00:51:20,440 --> 00:51:23,560
Hilary Hoffman: such a large component of maintaining a positive and healthy

1008
00:51:23,600 --> 00:51:26,200
Hilary Hoffman: mindset during something that could be otherwise really detrimental to

1009
00:51:26,239 --> 00:51:30,640
Hilary Hoffman: your health mentally. And so ended up getting pregnant when

1010
00:51:30,680 --> 00:51:33,080
Hilary Hoffman: I asked for help, and it now it makes me

1011
00:51:33,120 --> 00:51:35,960
Hilary Hoffman: want to ask for help for everything. But they told

1012
00:51:36,000 --> 00:51:38,840
Hilary Hoffman: me there was a chance twins. I went, I knew that,

1013
00:51:39,120 --> 00:51:41,360
Hilary Hoffman: and so I found out that I was having twins.

1014
00:51:42,080 --> 00:51:45,799
Hilary Hoffman: I think it was beginning of May, and so I

1015
00:51:45,920 --> 00:51:48,480
Hilary Hoffman: joke that the gestational period for an in person studio

1016
00:51:48,600 --> 00:51:53,400
Hilary Hoffman: is actually that of twins. So they literally they grew

1017
00:51:53,600 --> 00:51:56,600
Hilary Hoffman: with the business and they grew with the studio, and

1018
00:51:57,280 --> 00:51:59,319
Hilary Hoffman: I wouldn't have changed it for the world. It gave

1019
00:51:59,360 --> 00:52:03,640
Hilary Hoffman: me deep whether it was a doctor's appointment that would

1020
00:52:03,640 --> 00:52:06,319
Hilary Hoffman: close out a day where all this minution would be

1021
00:52:06,320 --> 00:52:09,200
Hilary Hoffman: happening and you would be kind of thinking that the

1022
00:52:09,239 --> 00:52:12,520
Hilary Hoffman: most important thing in the world was X, Y, and Z,

1023
00:52:12,760 --> 00:52:15,920
Hilary Hoffman: and then you're thrown into a doctor's appointment where you're

1024
00:52:16,080 --> 00:52:18,879
Hilary Hoffman: getting your nipt tests and you're like, you know, what

1025
00:52:19,280 --> 00:52:22,520
Hilary Hoffman: health of my children that deserves me to be stressed

1026
00:52:22,560 --> 00:52:25,600
Hilary Hoffman: over this. It's not that it's not important, but let

1027
00:52:25,640 --> 00:52:28,520
Hilary Hoffman: me just like reset the scales for what really needs

1028
00:52:28,520 --> 00:52:31,680
Hilary Hoffman: my time and attention today, And it gave me a

1029
00:52:31,719 --> 00:52:34,200
Hilary Hoffman: reason to push because I also know that they're coming.

1030
00:52:34,640 --> 00:52:36,719
Hilary Hoffman: And I've always talked about with Soto, there's a really

1031
00:52:36,719 --> 00:52:40,279
Hilary Hoffman: big difference between feeling tired and feeling exhausted. It's up

1032
00:52:40,320 --> 00:52:42,600
Hilary Hoffman: to you to determine how you're feeling in that moment.

1033
00:52:43,120 --> 00:52:45,200
Hilary Hoffman: I think a lot of us pretend we're exhausted when

1034
00:52:45,200 --> 00:52:48,759
Hilary Hoffman: we're actually just tired. And the unfortunate news is you

1035
00:52:48,880 --> 00:52:52,120
Hilary Hoffman: have to work out. You have to work when you're tired,

1036
00:52:52,520 --> 00:52:56,000
Hilary Hoffman: otherwise nothing would get done. And so with my own pregnancy,

1037
00:52:56,280 --> 00:52:58,399
Hilary Hoffman: I gave myself a lot of grace on the days

1038
00:52:58,400 --> 00:53:01,680
Hilary Hoffman: where I was exhausted, and I really held myself accountable

1039
00:53:01,719 --> 00:53:04,600
Hilary Hoffman: all the days where I was just tired. And I

1040
00:53:04,640 --> 00:53:08,160
Hilary Hoffman: think flexing that muscle not only for myself but for

1041
00:53:08,200 --> 00:53:10,239
Hilary Hoffman: the person that I want to be for them was

1042
00:53:10,880 --> 00:53:14,680
Hilary Hoffman: a powerful motivator. And I also was able to put

1043
00:53:14,719 --> 00:53:17,160
Hilary Hoffman: really firm deadlines in with everyone. I wanted to be

1044
00:53:17,200 --> 00:53:19,640
Hilary Hoffman: there for the studio opening. So when we were deciding

1045
00:53:19,640 --> 00:53:21,759
Hilary Hoffman: when the doors were going to open, I told the team, like,

1046
00:53:21,760 --> 00:53:24,520
Hilary Hoffman: we're opening on this day. And one of the things

1047
00:53:24,520 --> 00:53:27,200
Hilary Hoffman: that I love. That's coming into common rhetoric. Is this

1048
00:53:27,320 --> 00:53:31,440
Hilary Hoffman: concept call like the non negotiable mentality. It's happening, So

1049
00:53:31,480 --> 00:53:34,279
Hilary Hoffman: how do we make sure it happens. It could be

1050
00:53:34,320 --> 00:53:36,960
Hilary Hoffman: something that we've talked about alrighty, or maybe something different.

1051
00:53:37,239 --> 00:53:39,719
Hilary Hoffman: But what is something that at the time you saw

1052
00:53:39,800 --> 00:53:42,359
Hilary Hoffman: as a real low point for you and now in

1053
00:53:42,400 --> 00:53:45,120
Hilary Hoffman: retrospect you see it as having really positioned you into

1054
00:53:45,160 --> 00:53:48,480
Hilary Hoffman: where you are now. That's such a great question. I

1055
00:53:48,480 --> 00:53:53,000
Hilary Hoffman: would say two of the lowest. Two of the lowest

1056
00:53:53,040 --> 00:53:56,560
Hilary Hoffman: points for me would have been early on in my

1057
00:53:56,640 --> 00:54:01,080
Hilary Hoffman: career when I failed truly all of my exams for Goldman.

1058
00:54:01,640 --> 00:54:04,120
Hilary Hoffman: Sanurdized testing has never been my bread and butter, it

1059
00:54:04,120 --> 00:54:09,040
Hilary Hoffman: never will be. But failing those so publicly because Goldman

1060
00:54:09,160 --> 00:54:11,840
Hilary Hoffman: requires you to take the exams during the workday, and

1061
00:54:11,880 --> 00:54:13,640
Hilary Hoffman: so you have to come back to the office after

1062
00:54:13,719 --> 00:54:16,080
Hilary Hoffman: it and tell people if you passed or if you failed,

1063
00:54:16,520 --> 00:54:19,120
Hilary Hoffman: and you're telling like three hundred people because people's hands

1064
00:54:19,120 --> 00:54:21,120
Hilary Hoffman: are up looking for a high five, and you have

1065
00:54:21,160 --> 00:54:24,000
Hilary Hoffman: to shake your head and say no, I just I

1066
00:54:24,040 --> 00:54:26,120
Hilary Hoffman: think that for me in that moment, it just taught

1067
00:54:26,160 --> 00:54:29,359
Hilary Hoffman: me that failure is not final, but it also what

1068
00:54:29,400 --> 00:54:31,759
Hilary Hoffman: you do with it is very impactful. So are you

1069
00:54:31,760 --> 00:54:33,200
Hilary Hoffman: going to let it break you or are you going

1070
00:54:33,239 --> 00:54:35,360
Hilary Hoffman: to work a little bit harder? And it could have

1071
00:54:35,360 --> 00:54:37,320
Hilary Hoffman: broken me because it was so public and it was

1072
00:54:37,560 --> 00:54:40,120
Hilary Hoffman: it was really it was a moment that I hope

1073
00:54:40,160 --> 00:54:43,160
Hilary Hoffman: no one else ever has to go through. But I

1074
00:54:43,200 --> 00:54:46,640
Hilary Hoffman: looked within and I just worked harder. And I always

1075
00:54:46,680 --> 00:54:50,040
Hilary Hoffman: think about that any single time something feels like a failure,

1076
00:54:50,400 --> 00:54:53,319
Hilary Hoffman: I just I redirect it into Okay, how can I

1077
00:54:53,360 --> 00:54:56,560
Hilary Hoffman: work The difference now is like not necessarily harder, but smarter.

1078
00:54:57,400 --> 00:54:59,960
Hilary Hoffman: And so that felt like a massive failure in that moment.

1079
00:55:00,600 --> 00:55:03,719
Hilary Hoffman: And then I would say in recent memory, from like

1080
00:55:03,760 --> 00:55:08,440
Hilary Hoffman: the last year, there are certain choices that I've made

1081
00:55:09,160 --> 00:55:14,200
Hilary Hoffman: out of this commitment to maintaining momentum with the company,

1082
00:55:14,760 --> 00:55:18,880
Hilary Hoffman: and I think at times wanting to maintain that momentum

1083
00:55:19,360 --> 00:55:23,520
Hilary Hoffman: has put me in precarious business positions where I'm not

1084
00:55:23,680 --> 00:55:28,440
Hilary Hoffman: dealing necessarily with the best partners, and I have to

1085
00:55:29,080 --> 00:55:33,400
Hilary Hoffman: work harder to make sure that everything goes smoothly, and

1086
00:55:33,440 --> 00:55:36,080
Hilary Hoffman: that means taking on roles that I don't have any

1087
00:55:36,160 --> 00:55:40,319
Hilary Hoffman: expertise in. And at the time I would sit there

1088
00:55:40,360 --> 00:55:42,480
Hilary Hoffman: and regret the choice that I made, like why did

1089
00:55:42,560 --> 00:55:45,239
Hilary Hoffman: I agree to do this? This has just created more

1090
00:55:45,280 --> 00:55:48,640
Hilary Hoffman: work for myself, my stress levels crazier, and of course

1091
00:55:48,680 --> 00:55:50,759
Hilary Hoffman: being pregnant. Everyone tells you that stress is the worst

1092
00:55:50,760 --> 00:55:52,759
Hilary Hoffman: thing that you can be and so here I am

1093
00:55:52,840 --> 00:55:55,040
Hilary Hoffman: being like, fuck, now, I'm like hurting my kids because

1094
00:55:55,400 --> 00:55:57,240
Hilary Hoffman: I made a choice that is making me more stress

1095
00:55:57,280 --> 00:55:59,359
Hilary Hoffman: and now it's not just affecting me, it's affecting them,

1096
00:55:59,719 --> 00:56:02,400
Hilary Hoffman: and that I could have really wallowed in that, but instead,

1097
00:56:03,280 --> 00:56:04,960
Hilary Hoffman: once you make a choice, you got to live with it.

1098
00:56:05,640 --> 00:56:08,080
Hilary Hoffman: And first and foremost, it's like getting to the other

1099
00:56:08,200 --> 00:56:10,000
Hilary Hoffman: end of it. So what is it going to take

1100
00:56:10,040 --> 00:56:11,520
Hilary Hoffman: to get to the other side of that choice that

1101
00:56:11,560 --> 00:56:13,560
Hilary Hoffman: you've already made? But then what are you going to

1102
00:56:13,640 --> 00:56:15,840
Hilary Hoffman: learn from it? And so for me getting to the

1103
00:56:15,840 --> 00:56:18,160
Hilary Hoffman: other end, it showed me that you will make it

1104
00:56:18,160 --> 00:56:20,360
Hilary Hoffman: to the other end. It's there. It's going to happen,

1105
00:56:20,960 --> 00:56:22,960
Hilary Hoffman: but you really have to have a moment of introspection

1106
00:56:23,040 --> 00:56:26,759
Hilary Hoffman: after it and make really firm rules for yourself and

1107
00:56:26,800 --> 00:56:30,320
Hilary Hoffman: set really firm boundaries where if I see this habit

1108
00:56:30,440 --> 00:56:33,279
Hilary Hoffman: or this personality trait or this happen, I have to

1109
00:56:33,360 --> 00:56:37,040
Hilary Hoffman: know it's a no and be really good at saying no.

1110
00:56:37,680 --> 00:56:39,719
Emily Tisch Sussman: Right it gives you a whole different sense of how

1111
00:56:39,719 --> 00:56:40,880
Emily Tisch Sussman: to protect your time completely.

1112
00:56:41,600 --> 00:56:42,920
Emily Tisch Sussman: Do you think you'll pivot again.

1113
00:56:43,320 --> 00:56:47,400
Hilary Hoffman: Yes, I do. I actually think that for me, the

1114
00:56:47,400 --> 00:56:51,080
Hilary Hoffman: way that I think about Soto is I know what

1115
00:56:51,160 --> 00:56:53,840
Hilary Hoffman: I want to build, and it's actually it's not about

1116
00:56:53,840 --> 00:56:57,560
Hilary Hoffman: me being at the epicenter and being the star of

1117
00:56:57,600 --> 00:57:02,000
Hilary Hoffman: this company. I find the most fulfillment supporting others be

1118
00:57:02,120 --> 00:57:05,040
Hilary Hoffman: the star. And so I'm so lucky and fortunate that

1119
00:57:05,120 --> 00:57:08,040
Hilary Hoffman: now we have nine trainers that work for us at Sodo,

1120
00:57:08,120 --> 00:57:11,200
Hilary Hoffman: and that number will hopefully keep growing. And I always

1121
00:57:11,239 --> 00:57:12,960
Hilary Hoffman: joke that the best compliment you can ever give me

1122
00:57:13,080 --> 00:57:16,040
Hilary Hoffman: is that I'm not your favorite trainer, that so and

1123
00:57:16,080 --> 00:57:18,439
Hilary Hoffman: so is you tell me that I've done my job.

1124
00:57:18,560 --> 00:57:21,280
Hilary Hoffman: And so I think I want to take Sodo as

1125
00:57:21,280 --> 00:57:24,000
Hilary Hoffman: far as I can, and I think I want to

1126
00:57:24,120 --> 00:57:26,280
Hilary Hoffman: learn as much as I can from it. But I

1127
00:57:26,320 --> 00:57:28,560
Hilary Hoffman: would say the other pivot that I see at some

1128
00:57:28,600 --> 00:57:31,200
Hilary Hoffman: point in my life is I said I love writing,

1129
00:57:31,800 --> 00:57:34,680
Hilary Hoffman: but I think that writing is something that becomes a

1130
00:57:34,680 --> 00:57:37,960
Hilary Hoffman: little bit more powerful when you have experience to speak from.

1131
00:57:38,280 --> 00:57:41,600
Hilary Hoffman: So one day would love to go back to kind

1132
00:57:41,640 --> 00:57:43,919
Hilary Hoffman: of like the ultimate dream, which was to write more.

1133
00:57:44,480 --> 00:57:47,240
Hilary Hoffman: And I'm grateful for so too, because it's giving me

1134
00:57:47,280 --> 00:57:49,960
Hilary Hoffman: a lot of material to pull from when that happens.

1135
00:57:49,960 --> 00:57:52,160
Hilary Hoffman: But I think we should always keep pivoting. And that's

1136
00:57:52,160 --> 00:57:54,760
Hilary Hoffman: why I love your podcast so much, because I think

1137
00:57:54,760 --> 00:57:59,000
Hilary Hoffman: that if you start to believe that your options are limited,

1138
00:57:59,560 --> 00:58:04,720
Hilary Hoffman: you're not going to feel inspired to listen to new

1139
00:58:04,720 --> 00:58:07,600
Hilary Hoffman: interests as you get older. Because I'm a much different

1140
00:58:07,600 --> 00:58:10,240
Hilary Hoffman: person at thirty three going on thirty four than I

1141
00:58:10,320 --> 00:58:13,520
Hilary Hoffman: wasn't twenty three at twenty four, and as a predictable

1142
00:58:13,600 --> 00:58:16,480
Hilary Hoffman: human being that wants to plan for everything, you can't

1143
00:58:16,520 --> 00:58:18,400
Hilary Hoffman: plan for what you're going to like in ten years.

1144
00:58:18,560 --> 00:58:21,240
Hilary Hoffman: So giving yourself space to be willing to kind of

1145
00:58:21,440 --> 00:58:23,840
Hilary Hoffman: go where the tide moves at that point in time,

1146
00:58:24,440 --> 00:58:27,400
Hilary Hoffman: it keeps you also wanting to learn and be curious,

1147
00:58:27,480 --> 00:58:31,200
Hilary Hoffman: because how painful would curiosity be if there was a

1148
00:58:31,360 --> 00:58:34,440
Hilary Hoffman: blockade at the end of it. Instead, if you constantly

1149
00:58:34,480 --> 00:58:37,160
Hilary Hoffman: think there's another opportunity, you're going to follow that curiosity

1150
00:58:37,200 --> 00:58:37,840
Hilary Hoffman: all the way through.

1151
00:58:38,240 --> 00:58:40,560
Emily Tisch Sussman: Oh I love that so much. Thank you so much,

1152
00:58:40,600 --> 00:58:43,600
Emily Tisch Sussman: of course, thank you, Hillary. Pleasure is great.

1153
00:58:46,480 --> 00:58:50,000
Emily Tisch Sussman: Hillary is continuing to grow Sodo method and its plans

1154
00:58:50,000 --> 00:58:53,080
Emily Tisch Sussman: to open more brick and mortars. Be sure to check

1155
00:58:53,080 --> 00:58:55,240
Emily Tisch Sussman: out one of her classes either in New York City

1156
00:58:55,360 --> 00:58:58,400
Emily Tisch Sussman: or online at Soda method dot com. You can also

1157
00:58:58,480 --> 00:59:02,280
Emily Tisch Sussman: follow her on Instagram at hoff Hill or at Sodo Method.

1158
00:59:02,760 --> 00:59:07,320
Emily Tisch Sussman: Talk to you next week. Thanks for listening to this

1159
00:59:07,440 --> 00:59:10,680
Emily Tisch Sussman: episode of she Pivots. I hope you enjoyed it, and

1160
00:59:10,720 --> 00:59:13,120
Emily Tisch Sussman: if you did, leave us a rating and tell your

1161
00:59:13,120 --> 00:59:16,880
Emily Tisch Sussman: friends about us. To learn more about our guests, follow

1162
00:59:16,960 --> 00:59:20,600
Emily Tisch Sussman: us on Instagram at she pivots the Podcast, or sign

1163
00:59:20,720 --> 00:59:23,520
Emily Tisch Sussman: up for our newsletter, where you can get exclusive behind

1164
00:59:23,520 --> 00:59:27,280
Emily Tisch Sussman: the scenes content on our website at she pivots Thepodcast

1165
00:59:27,360 --> 00:59:34,480
Emily Tisch Sussman: dot com. Special thanks to the she pivots team, Executive

1166
00:59:34,520 --> 00:59:39,200
Emily Tisch Sussman: producer Emily eda Velosik, Associate producer and social media connoisseur

1167
00:59:39,280 --> 00:59:44,480
Emily Tisch Sussman: Hannah Cousins, Research director Christine Dickinson, Events and logistics coordinator

1168
00:59:44,520 --> 00:59:48,120
Emily Tisch Sussman: Madeline Snovak, and audio editor and mixer Nina Pollock.

1169
00:59:49,240 --> 00:59:51,360
Hilary Hoffman: I endorse she Pivots