We had the good fortune of connecting with Lizanne Falsetto and we’ve shared our conversation below.

Hi Lizanne, what role has risk played in your life or career?
As an entrepreneur, the concept of risk is foundational to our journey. It’s a vital part of the process, but it should never be undertaken without due diligence and strategic consideration. To be an entrepreneur is to inherently be a risk taker, yet it’s crucial not to enter into any business venture blindly.

In my experience, developing a robust and unique strategy has been key. It’s about identifying the distinctive aspects of your idea, carving out a niche that isn’t just beneficial to you but is also inadequately addressed or not addressed at all by the competition. This approach enables you to differentiate yourself and maximize your chances of success.

Risk in entrepreneurship is not merely a business matter. It resonates on a personal level as well, because as an entrepreneur, you’re not just staking your financial resources, but also your reputation and time. It’s a comprehensive liability, encompassing diverse aspects such as security, fraud, reputational, financial, and operational risks.

However, embracing risk doesn’t mean courting disaster. To the contrary, it’s about harnessing the power of data to inform your strategic decisions. Utilizing this information can help you anticipate future challenges and opportunities, thereby reducing the uncertainty inherent in any entrepreneurial endeavor.

In essence, taking risks as an entrepreneur is a testament to our vision and leadership. It reveals our ability to gaze into the future, interpret the data we’ve gathered, and make the kind of calculated decisions that can propel a business forward. This approach is critical in limiting the degree of risk you’re exposed to, enabling you to navigate the entrepreneurial journey with confidence and foresight. Remember, as an entrepreneur, the risks you take don’t just impact your business, but they resonate personally as well.

Let’s talk shop? Tell us more about your career, what can you share with our community?
In my heart, I believe I was born an entrepreneur. From a very young age, creativity fueled my endeavors, and that innate drive has consistently guided me throughout my business career.

One aspect of my journey that I’m particularly proud of and excited about is my ability to be strategic and forecast future food trends. The genesis of my businesses was rooted in personal necessity, as I grappled with a gluten allergy and dairy sensitivity. I leveraged my experiences to create solutions that resonated with others facing similar challenges.

My proudest accomplishment was introducing the first high protein, zero sugar nutrition bar to the market before consumers understood how important it is to consume protein daily. In 1993, the critical role of protein for longevity and good health was not as widely recognized as it is today.Another significant milestone was the Gluten free section, driving a remarkable 22% of its growth.

Introducing new concepts within the nutritional wellness landscape is an uphill battle, as it involves educating not just consumers, but also retailers about these emerging categories. However, I’m proud to say that I’ve been a trailblazer in both the protein and gluten-free sectors, living an authentic lifestyle that aligns with the values of my brand.

Challenges are an inevitable part of any entrepreneurial journey, and I’ve faced my fair share. My approach to overcoming these obstacles is to learn from my mistakes and pivot quickly when needed. Whenever I sense that something isn’t working as anticipated, I don’t hesitate to change course.

Every day brings a new lesson, and the key takeaway I’d like to share is the importance of maintaining focus on your core principles. Whatever you’re bringing to the table, whatever your unique selling proposition might be, keep it at the forefront of your operations. Be flexible enough to adapt if you encounter roadblocks, but stay true to your brand’s foundational pillars. This approach has helped me navigate the challenges that have arisen throughout my career, and it’s a strategy I believe can empower other entrepreneurs as well.

In essence, my story is one of relentless innovation, authenticity, and resilience, and that’s what I hope the world recognizes and remembers about me and my brand.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend were visiting the Los Angeles area for the first time, I would make sure they experience the breadth of beauty, culture, and cuisine this place has to offer.

On the day of their arrival, I’d meet them at the airport and whisk them away to Malibu. We’d start with lunch at the Soho House Malibu, enjoying its exquisite food and unparalleled ocean views. Post-lunch, we’d embark on a scenic drive along the coast, allowing them to take in the majestic beauty of the Pacific Ocean.

Next, we’d head north to the serene town of Ojai, nestled in the heart of the mountains. Here, we’d take in some of the area’s best hiking trails, immersing ourselves in the breathtaking natural beauty. After a day of exploring, we’d unwind with fresh, delicious Meyer lemon cocktails – my treat, of course, using lemons picked right from my garden. We’d follow this with a farm-to-table meal, enjoying food as fresh and vibrant as the surroundings.

To round out the day, we’d explore the hot springs, soaking in the soothing waters while delving into the spiritual significance of the land. It’s a truly unique and rejuvenating experience.

But a visit to this area wouldn’t be complete without experiencing the urban heartbeat of downtown LA. Here, I’d introduce them to the city’s vibrant street food scene, which I believe is a fascinating way to explore and understand the city’s diverse culture and heritage.

In my view, the most fun, interesting, and exciting part of any visit is truly immersing oneself in the local culture and lifestyle. Whether it’s the stunning natural beauty of Malibu and Ojai, or the energetic, diverse vibe of downtown LA, there’s something here for everyone.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would like to recognize the Youth President Organization (ypo), the single most empowering like minded community in the world for entrepreneurs & business leaders.

Website: https://www.lizannefalsetto.com/

Instagram: https://www.instagram.com/lizannefalsetto/?hl=en

Linkedin: https://www.linkedin.com/in/lizannefalsetto/

Twitter: https://twitter.com/lizannefalsetto?lang=en

Facebook: https://www.facebook.com/lizannefalsettomodernwellness/

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.