Episode #12 - Avni Barman

#15MinuteFounder

Avni Barman is the CEO and founder of Gen She, a media platform building and leading the next generation of female talent. Avni has built a community of 200,000 women across IG, TikTok, a newsletter, a podcast, and a job board.

With 4+ years in Big Tech as an engineer and product manager, Avni is now on a mission to unlock the potential of every young woman in entrepreneurship, tech, venture, and media.

Highlights from the chat

What’s the secret thing you do every morning that takes less than 5 minutes but has changed your life?

It’s actually ridiculous and unexpected. Before I get out of bed, I grab my phone and message two people I admire. I have a template ready, so it doesn’t require much brainpower. Doing this daily means I send out hundreds, if not thousands, of messages a year.

Many get ignored, but some responses have drastically altered my career.

I’ve landed a six-figure job, connected with a self-made billionaire, attended secret retreats sponsored by Nike, and made best friends—all through these messages.

Are these messages tweets, XDMs, emails, or IG DMs? Can you share the template?

The template is in my bio for anyone to grab. I use the platform the person is most active on. If I follow someone on Instagram, I message them there. Same goes for LinkedIn or Twitter.

Sometimes, if I really want to reach someone, I’ll spam them across all platforms and find their email, but that’s rare. The magic lies in playing the numbers game and leaning on the power law.

I love the concept of asymmetric upside—doing small things with little downside but huge potential upside. Can you walk me through each career shift?

Part of it is me being absolutely neurotic, but a better answer is that we often expect to know our dream job from day one, but that’s far from the truth. People overthink their career path instead of trying different things.

I dive into each role with high conviction, which allows me to rule it out quickly and move on. This approach has let me explore and excel in various roles in under five years, leading to my current dream job.

I heard you talk about the “dream lazy girl job.” Can you define that term and share your experience with it?

I had a lazy girl job where I worked a few hours a day as a product manager. On paper, it was my dream job, but I felt no purpose.

Big companies are designed to avoid relying too heavily on any one employee, making it hard to have a significant impact. It was the dream job, but not my dream.

What motivates you the most—money, power, pleasure, or fame?

Definitely fame. Being rich means nothing if no one cares about you. Fame allows you to influence and reach people, which is crucial for making a positive impact on the world.

How did you start your media business?

I started with TikTok, blew up quickly, but then hit a plateau. I then explored other platforms like Instagram and my newsletter, which grew faster. It’s about finding where your audience is and where you spend most of your time.

How does having a large following on multiple platforms translate into a business?

It’s about owning your audience across multiple channels. Influencers often have one dominant platform, but a media company with multiple large audiences can command higher prices for the same content posted across all platforms.

The media business is about selling attention.

Fast forward 10 years, what’s your prediction for social media and content creation?

Short-form digital content will dominate due to our decreasing attention spans. While TikTok and Instagram are major players now, there will be more platforms in the future.

However, owning your audience, such as through newsletters, will remain crucial.

Should traditional businesses create short-form content on social media?

Currently, no. B2B companies should target their customers directly. But as AI advances and software becomes commoditized, the difference between companies will be distribution and reach.

In the future, B2B might also need strong social media presence.

On a personal note, can you describe your morning routine?

I don’t use alarms and avoid scheduling meetings before 1 PM to ensure I get enough sleep, which is crucial for creativity and productivity.

I also take a 1-2 hour walk every morning to reflect and set my goals for the day. I don’t use to-do lists; instead, I focus on one significant goal each day.

Do you drink caffeine?

I don’t drink coffee or any caffeine. I do enjoy matcha, but more for the taste than the caffeine.

What’s your favorite pizza place in New York?

Prince Street Pizza, though I also loved Sauce Pizza before they went out of business.

Is there a book or movie that changed your life?

“The Defining Decade” really impacted me. It made me realize the importance of choosing a life partner who supports my career aspirations, especially as a woman who wants a family and a successful career.

What important truth do very few people agree with you on?

Whoever cares the most wins. No amount of wealth or status can beat someone who is genuinely willing to die trying. This philosophy has never failed me.

Who is your role model?

Alex Cooper. She commands billions of people’s attention with her voice and storytelling. I aspire to do that with my own passions.

Who are you trying to reach with your message?

Women who want to reach and redefine the top 1%. It’s about having autonomy over their lives and unlocking their potential.

What legacy do you want to leave for future generations?

I want to be remembered for genuinely improving the lives of women. I aim to raise awareness on gender inclusivity in tech and empower young women to prepare for and succeed in their careers.

TIMESTAMPS:

00:08 – Morning Routine

03:13 – Career Switch

06:12 – Dream Lazy Girl Job

08:10 – Money, Power, Pleasure, or Fame

09:20 – Should I Be an Entrepreneur?

10:47 – How You Got Started

13:20 – Media Business

15:29 – Social Media in 10 Years

17:29 – Traditional Business & Social Media

19:42 – Contrarian Question

21:09 – Role Model

22:16 – Target Reach

23:02 – A Typical Day

26:29 – Rapid Fire Questions