Create & Cultivate 100: Entrepreneur: Whitney Wolfe Herd

Whitney Wolfe Herd, the founder, and CEO of Bumble, has a lot on her plate—and that’s putting it mildly. In addition to the ubiquitous dating app, the serial entrepreneur oversees Bumble BFF, an app for friends, Bumble Bizz, an app for networking, Chappy, a dating app for gay men, Bumble Mag, a print publication, Bumble Fund, an investment fund for underrepresented female founders, Bumble Beauty, a skincare line, Bumble Brew, a restaurant concept, and a film fund. Oh, and she’s also a new mom.

In other words, Herd’s seemingly simple business idea for developing a dating app in which women make the first move has grown into an empire worth $3 billion. (Yes, billion with a b). Ahead, she shares the secret to merging creativity and science to create a successful (and profitable) business model, the team-building tactic she relies on for facing challenges head-on, and the best advice she’s ever received, courtesy of Gloria Steinem, of course.

CREATE & CULTIVATE: Bumble's mission has always been about bettering the world we live in, not only in the app but in your company culture, too. How did this MO originate? How does it impact the culture? How do you communicate the importance of change-making to your team?

WHITNEY WOLFE HERD: Our mission has always been to better the world by helping to end misogyny. This started with empowering women to make the first move in our app, and in the past five years, we've added a raft of safety measures in hopes of truly making the online world safer for women. Our values permeate our workplace culture; our brand couldn't exist without our mission, which was baked in from day one. As for our team, our C-suite is 95% women, which can't be said for any other tech companies. Change starts at the top!

You are not averse to facing a challenge head-on. When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I realized long ago that you have to hire your weaknesses. While my background and expertise were as a marketer, I'm not an operations expert nor a design guru. Luckily, as the company's grown, we've been able to attract incredible talent to our Austin, TX home base and indeed in offices around the world including London and Sydney. 

How do you define an entrepreneur? How do you define your unique approach?

An entrepreneur sees a problem and sets out to solve it, often taking a risk in the process. My approach has always been to learn from even the most ostensibly negative or traumatic experiences, including a sexual harassment lawsuit against a former employer (it was settled), to inform our mission and strategy.

“An entrepreneur sees a problem and sets out to solve it, often taking a risk in the process.”

Bumble is here because of innovation and your ability to fuse creativity with business. We'd love to know, how do you find that balance? What's the secret to merging art and science to create a successful (and profitable) business model?

The secret to success is really just hard work and a team that, as we've scaled, has poured hustle and heart into every facet of this company, often behind the scenes. I may be the face of the brand as the founder and CEO, but Bumble's success is equally due to this team, from the customer service reps answering app users' late-night queries to engineers working heads-down to ensure a new feature rolls out smoothly.

You're always working on the next project and looking for ways to innovate? So, what inspires you? What keeps you motivated and driven?

Misogyny is the smoking of our generation. It's dangerous, and it can kill. I won't stop until all forms of sexism and discrimination against women are history.

You were recently involved in passing a bill in Texas to outlaw unsolicited nudes. What made you decide to take on legislative change? And what success have you seen already both legally and via the feedback from the Bumble community?

Our team was doing some research and realized that, while it’s a crime to pull your pants down in the streets, there was no legislation in place to deter the sort of digital indecent exposure women, unfortunately, deal with all the time. So we worked closely with politicians from both sides of the aisle in our home state of Texas, and the sending of a lewd photo without the recipient’s consent became a Class C misdemeanor this fall. We're now speaking with lawmakers in other states, so watch this space. So far, the feedback we've received from our community and from commentators outside it has been overwhelmingly positive.

What do you wish people knew about being an entrepreneur?

It certainly isn't all glitz and glamour. In fact, I spend more hours than most people would imagine on phone calls at anti-social hours to various time zones, or up half the night racked with anxiety about how a new feature will be received. In fact, many entrepreneurs I've met in the course of my career are, like me, introverts at heart.

You launched an investment fund to help other female entrepreneurs. What do you look for in a business when you consider investing?

We’re aiming to build a bigger table in the world of venture capital, so right now we're focused on investing early-stage, and in businesses founded and led by women of color and those from underrepresented groups. We're especially interested in companies solving a problem that disproportionately affects women.

“I won’t stop until all forms of sexism and discrimination against women are history.”

What is the best advice you’ve received? Or your favorite piece of #realtalk?

Gloria Steinem is scheduled to pay a visit to Bumble HQ for a Q+A as she goes cross-country on her book tour, so I've been revisiting her writing from over the years. Some words of wisdom that speak to me: "Power can be taken, but not given. The process of the taking is empowerment in itself."

Bumble has taken on dating, friendship, networking, and even has a beauty line in the works, it seems like anything is possible. So, what is next for Bumble?

We're excited to open the doors to Bumble Brew in New York's Soho. It'll be a cafe by day and wine bar by night, with regular programming and events. Most of all, we hope it'll be a safe, empowering space for our community to bring their Bumble dates.

VIEW THE FULL CREATE & CULTIVATE 100 ENTREPRENEUR LIST HERE.

STEM: Whitney Wolfe, Bumble

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full STEM List Here.

Making the dating world buzz. 

Changing the way we date and shifting the power dynamics between men and women, those are just two of the issues that Whitney Wolfe, founder and CEO of Bumble wanted to address when she launched her dating app that requires women to make the first move. 

“One of the biggest challenges has been rewiring people's opinions on women making the first move,” shares Whitney, an experience that challenged her more times than she can count. But she’s made the female-led approach work, exclaiming that “well over a billion messages,” have been shared on the app that boasts over 10 million users.   

Whitney has made about every list and for good reason. She’s a game-changer, a rule-breaker, and an industry dominator in a male-dominated field. Dating startups are notoriously hard to grow and the new-kid-on-the-dating-block is always around the corner. But Whitney and her team have maintained their foothold, launching BumbleBFF where women can find friends and colleagues. In short, she’s an inspiration for young entrepreneurs everywhere, not just women. And at 27, she’s only getting started. Up next on her list: disrupting health tech. 

How has your experience being a woman in tech changed since you first launched Bumble? 

I had to grow a thick skin early on, and I had to realize that if you're lucky, people will underestimate you. No better way to debunk stereotypes than proving the archaic thinkers wrong. Supporting one another, and truly helping one another as women, with NO expectation of anything in return is going to propel the next generation of girls and women forward.

What are some of the challenges you've encountered along the way? 

The list is too long. Sometimes the hardest things to break are bad habits, and women assuming men need to be in control is most certainly something that needed disrupting! 

So, what keeps you going? 

Changing the way relationships work and putting women in control to finally feel equal to the man. My team, their passion. The amazing stories that come from the millions and millions of connections we're making! 

Who are the people you consider your mentors or influences and why? 

My business partner, Andrey, is most certainly my mentor, he's beyond brilliant and talented. My fiancé is my rock and sees things in a visionary way and gives me a lot of perspective. 

“If you're lucky, people will underestimate you.”

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What is the best piece of "real talk" advice you've received? 

Snap out of it! It always looks better in the morning 

What is your favorite life advice? 

Be kind to everyone, because every single human on this planet is fighting a battle we know nothing about. There is nothing more important than motiveless kindness. 

What is a time in your life when you thought, 'I can't do this anymore?' 

I can count them on one hand, and I always in that moment, knew change needed to happen. And I went out and found and created that change. You have to listen to your gut, always. 

What's next? What are your five year goals for Bumble? How do you continue to build community that's empowering? 

I want to build Bumble into the Facebook for people you don't yet know, and I want Bumble to become a leading lifestyle brand both online and offline for all your introductions, with women always making the first move. Woman making the first move into the good, and out of the bad has the power to change the world. 

What's on your career bucket list? 

To be involved in disruptive health tech.

What does female empowerment mean to you? 

It means confidence, being happy for women in a genuine way, and being equal to the man. It means never feeling inferior. 

What do you do to support other women either personally or professionally? 

I try to help with both personal and professional advice, investments, and for the good or the bad, snapping women out of it when they're stuck in bad relationships or ruts. One of my goals in 2017 is to do more, and to be a better mentor to more women. I've been so busy trying to build a company to empower women, that my personal capacity has been limited and I hope to have some spare time to devote to this. 

 Women have the power to:

Do anything. They are the power.

#Breadwinners: Women Changing the Face of Top Household Earners

Today marks Women’s Equality Day. A date selected to commemorate the 1920 certification of the 19th Amendment to the Constitution, granting women the right to vote. Today also marks the launch of the first ever Breadwinners Campaign.

Breadwinners was conceived to highlight women who are redefining success-- women who are the primary household earners and who are changing the landscape and conversation around what it means to bring home the bacon.

The passion and project of Alisa Leonard, founder of Hello-Q, Leonard says, "The highest wave floats all the boats - as female Breadwinners we need to be that wave. I believe our greatest achievements can be to lift up other women, and in turn everyone."

"The highest wave floats all the boats - as female #Breadwinners we need to be that wave."

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Make no mistake. This is powerful. Female enfranchisement is no longer a demand, it’s a reality. And the female breadwinner is on the rise...

In 2013 the US Census released data showing that 40% of household breadwinners were women-- specifically mothers. According to a 2015 McKinsey report (Power of Parity), closing the gender pay gap and increasing opportunities for women would add $2.1-4.3 TRILLION to the US economy.

Women, like Create & Cultivate founder Jaclyn Johnson who has earned her success through dedication and tireless work. “If it was easy,” says Johnson, “everyone would do it. Just know to keep moving, keep pushing forward and don’t be scared to ask for help.”  

Women like Jennifer Stith, VP of Bumble who says, “My entire adult life I have sought total financial independence. And though traditionally the term breadwinner has had a predominantly male connotation, today I know many couples with two people contributing as equals to the livelihood of their homes and families. In 2016, I don’t think a breadwinner needs to stand alone in a home anymore.”

A wise woman once told us, “If you can’t see it, you can’t be it.” Now you can do both. Our founder was featured, along with 34 other influential, game-changing women. Women entrepreneurs and executives across media, tech, art, finance. Those that run Fortune 500 companies and those at the helm of startups. There is no limit to who a #Breadwinner can be and we are committed to changing the conversation. 

We are proud to collaborate with Hello-Q on this initiative. View the full list of Breadwinners and check out their stories and follow #Breadwinners on Instagram! 

To participate in the #Breadwinners Project Survey click here. The #Breadwinner Project Survey is kicking off an ongoing research initiative into the needs and challenges of American female breadwinners. The mission of this initiative is to further our understanding of the rapidly growing female breadwinner population and use these insights shape innovative, strategic solutions for both the private sector and public sector that empower equality and inclusion for women in the work force. 

We are committed to driving innovative change that empowers women in the workforce. By taking a few minutes to participate in this survey, you are helping inform and shape that change. This survey was created in partnership with Hello-Q.com, Create + Cultivate and theTACTILE.co

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5 Pieces of Must-Know Advice from C & C Dallas

Snapchat has DJ Khaled and his major keys, but yesterday Dallas had all the keys to creative, entrepreneurial boss success when Create and Cultivate hit Lofty Spaces. The energy was electric. Attendees were on fire with their outfits and questions for panelists. And the speakers, let’s say they knocked the yee out of the haw. 

Here are five MAJOR KEY takeaways from yesterday’s Create & Cultivate Dallas. 

IT’S ALL ABOUT THE MISSION

We heard this reiterated a couple of different ways yesterday, but there's not doubt that buzzword of the day was MISSION. Everyone from the Soul Cycle co-founders to Stephanie Mark of The Coveteur made it clear: the goal SHOULD NEVER BE FOLLOWERS OR MONEY. You start with an idea you believe in and make that carry your business and fuel those late nights. 

"Trying to get 500k on Instagram is not a goal or a business plan." 

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Soul Cycle co-founders Julie Rice and Elizabeth Cutler told the crowd that their mission has always been simple: "to put joy and empowerment into their business." 

Sakara Life co-founder Danielle DuBoise encouraged the audience to make sure that their work “is a mission driven business, because it will change your trajectory.” Adding, “When times get tough, you can make it so it’s not about you. Stay true to your mission because that is what will carry you through.”

WHEN PUSH COMES TO SHOVE, JUST WORK B.

What we see on stage is pretty and inspiring, but is also the result of late, wee-morning work hours, tears of exhaustion, missteps, hustling two jobs to fuel to the passion project, and even moving back in with mom and dad. 

At the end of day what everyone on these stages has is a propensity to work, work, work— something they reiterated to attendees time and again. 

From Annie Lawless telling the crowd: “Any entrepreneur will tell you, you are always working, but for you it’s not a job, it’s a dream.” 

To Emily Schuman explaining to a captivated audience: “Have patience. I’m sitting up here talking about all of these things I’ve done, but it’s taken a really long time. Have determination and patience and believe in yourself.”

On her early days of self-taught Photoshop Katherine Power told the crowd: “You just have to get it done.”

Kendi from Kendi Everyday said something rather similar: “You just have to decide to do it. And then do it.”

IT’S QUALITY AND QUANTITY

There is something to be said that “done is better than perfect”— which, is an adage we heard a couple of times from the stages yesterday. But when the world is watching you need to be on your A-game. Matt Crump of #candyminimal fame explained to the crowd the importance of delivering on both quality and quantity if you want to grow your following. 

“I was working two jobs,” he said, “and moved back in with my parents. But I would make sure that what I was putting out was thoughtful and consistent. If it’s your passion, you make it great, and you make it work.” 

Tina Craig of Bag Snob also made clear that in addition you need to know all sides of what you’re doing.“If you want to get in the business,” she said, “get in the back end of the business. Not just the fun. Not just the selfies.”

In the age of social platforms you have to consistently pump out content, but it needs to be solid. 

A BAD RELATIONSHIP CAN RUIN YOUR WORK SPIRIT

We heard this sentiment repeated three times and we think it’s worth repeating here. 

First, Whitney Wolfe CEO and Founder of dating-app Bumble asked the crowd to consider what a bad relationship has the ability to do. “If you’re in a bad relationship,” she said, “it can destroy your life.” 

On a lighter (but also totally serious note), Soul Cycle CEO Elizabeth Cutler told everyone, “No deadbeat boyfriends for anyone who works for us.”

This also applies to work relationships. Hillary Kerr and Katherine Power are coming up on their ten year workaverssary and told attendees, “WE obviously have a friendship but it’s business first and foremost. You have to be respectful.”

THERE’S NEVER THE RIGHT TIME

Waiting for the perfect day to come along to take a risk? Not gonna happen. 

When Danielle DuBoise and Whitney Tingle (who just made Forbes 30 Under 30) started Sakara Life they had a combined 700 dollars. Annie Lawless (also on Forbes' coveted list), who dropped out of law school and started delivering juice around San Diego in her 2-door coup, had less than that. If you’re waiting for lightning to strike, the stars to align, or enough money in the bank, there’s a good chance you’re going to miss your shot. There is someone right now taking that risk. 

Tze Chun of Uprise Art told the crowd: “When you’re starting a company just saying it’s real, makes it real.” 

Whitney Wolfe said, “There are so many days when it’s terrible. But if there is one good relationship taking place out there, it’s all worth it.” 

And Soul Cycle boss Julie Rice put it clear as day: “Whatever you’re doing now, I actually only think there is one skill you need, and that’s making shit happen.”

Get ready for our announcement on Feb 15th about the next Create & Cultivate. Sign up for our newsletter to be the first to hear where we are heading next!!

Boss Dating Tips from Bumble CEO Whitney Wolfe

Whitney Wolfe is the Founder of Bumble. The dating app where women have to make the first move (because you only live Beyonce, amiright all my single ladies?). Which seems to be an approach that many women are taking in both their business and personal lives. But when you’re busy hustling, it’s highly possible that dating falls at the bottom of a very long to-do list. So we checked in with the CEO to find out her tips for dating when you’re a boss, like her. 

1.  When you’re busy, throwing paint against the wall to see what sticks isn’t the best approach. Part of the point of dating apps is to suss people out, “break the ice, keep it lighthearted, and let us be your wing woman,” says Wolfe. Use this opportunity almost as a first date that doesn’t require you to leave your house. (If only dating was actually that easy. *sobs in ice cream.*) 

"Use dating apps as an opportunity almost as a first date that doesn’t require you to leave your house.” 

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2.  There are plenty of fish in the sea, and the pool of Bumble men is on point. But with over 1 million users just about evenly split between men and woman, remember: mercury poisoning is also real— we’re looking at you Jeremy Piven, emoji wink. So you need to manage your expectations about what a dating app can do, in the same way you manage your stress, employees, work load, and email inbox. There’s no magic bullet for anything. Mitigating expectancies is crucial, especially when you’re first starting out.

3. No group photos. Do you head into an investor meeting with a posse? Do you bring your bestie to your business brunch? Nope. If you want to be taken seriously, be serious. Show your face in your profile pic. Wolfe says, “If you have six photos of you and all your friends, it’s going to be harder for you to make great matches.” Beyond that, it’s fine to show that you have friends and you *woop Drake voice* know how to cut a rug, but as a HBIC you should also know there is such a thing as over-selling it. Be confident in you. That said…

4. You’re a Boss in the boardroom. There’s no reason you can’t be Queen Boss on Bumble too. Wolfe says, “There is nothing more attractive than confidence and intelligence.” We’d have to agree. If a man is intimidated by a powerful woman, then he’s not the man for you. Going on a date with him is just a waste of your time. If in in your initial convo he’s trying to one-up you, give him the the ole “BRB” and never come back. 

5. Time and again female CEOs reiterate how important it is to be authentic. When you’re looking for investors, when you’re starting a business, when you’re pitching a client— authenticity and honestly are key when making smart business decisions. Wolfe says, “I would never wear red lipstick in real life, so for me to then put photos with a full face of makeup and red lipstick would be ridiculous. Sure, it might get more right swipes, but it’s not the right kind of men I’d be attracting. It’s not important to have a first date—it’s important to have something authentic and real.”

It’s not important to have a first date—it’s important to have something authentic and real.”

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6. Use your time wisely, and be online during peak times. There are good times to Instagram (ahem, 12nEST when Europeans are home from work, the east coast is heading to lunch and the west coast is rising and shining), and there are smart times to Bumble. That sweet honey hour for Bumble according to Wolfe, “is at 6pm.” Which just happens to be Happy Hour. Coincidence? Nope. 

Be sure to check out Whitney on the Main Stage this January at Create & Cultivate Dallas, where she’ll be dolling out much more than dating tips. Think: How she landed a spot as the first female guest on Trevor Noah’s “The Daily Show.”