We recently connected with Lena Yelen Frechen and have shared our conversation below.
Lena Yelen, so many exciting things to discuss, we can’t wait. Thanks for joining us and we appreciate you sharing your wisdom with our readers. So, maybe we can start by discussing optimism and where your optimism comes from?
I’ve always been an optimist. If I have a plan, I don’t stop until it’s achieved — moving to New York and building my company is a good example. I faced many obstacles along the way, from multiple rejections to moments of doubt.
But if something doesn’t work out the way you originally hoped, it’s a sign that it wasn’t meant for you — because there’s something even better in store that you can’t see yet!
I know everything I’m saying sounds cliché, but this is genuinely my mindset.
I remember how frustrated I was, applying for so many jobs in NYC and getting all those rejections. Well, it turned out I was meant to start my own company, and now I wouldn’t want it any other way.
Fun fact: my friends call me ‘Smiley’ because it’s rare to see me without a smile on my face. Life is too short to complain or waste energy on things that aren’t worth it.
When I face a challenge or experience failure, I stay positive, focusing on finding a way forward. This mindset is especially important when you’re responsible for a team. We are now a team of seven, and the way I live and see things forms the foundation of LYF. It’s my role to be both the problem solver and the cheerleader.
Everyone faces challenges and setbacks, but what matters is how you respond to them. Challenges lead to growth, and failures are lessons learned — it’s essential to keep that in mind.
Positivity is a choice, and I try not to waste energy on worry because, in the end, everything will work out.
You need to believe in yourself and your abilities. If you’re not your own biggest fan, who else will be?
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I moved from Germany to NYC about 3 years ago and started my business, LYF Socials, in 2023. We are a social media agency based in New York, and our clients range from biotech companies to restaurants, clothing brands, law firms, real estate clients, and more. I love that every day looks different. One day I’m shooting at New York Fashion Week, and the next day I’m preparing a post about an avocado farm in Colombia where my client worked on a sustainable solution to remove fungus from the avocados.
My team is very international (Switzerland, Germany, California, New York, and the Netherlands), and I’m grateful for them because they are responsible for LYF’s success. I always say that LYF is my baby — a baby I will always fight for. Our motto is, “You’ve got this — we’ve got this,” and I always tell my clients that my team and I have a front-row seat to applaud and cheer them on. Our clients’ success is our success.
Besides social media management, content creation, and coaching, we now also offer influencer marketing collaborations, which is exciting. One of the next steps is expanding our business further into Europe. We already have clients with locations in both the U.S. and Europe, and since we are an international team, we want to expand our services in the European market as well — but step by step.
We are currently planning an ‘End of the Year/Client Appreciation’ party. I’m excited about what’s yet to come, and I’m unbelievably grateful for all of this.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, the three most impactful qualities for me have been resilience, focus, and relationship-building. First, having a ‘never give up’ mindset is essential. Building a business comes with setbacks, but resilience will help you push through tough times. You must stay focused on your goals and never lose belief in yourself, even when things don’t go as planned. If you believe in yourself and are committed to doing everything possible to make your brand successful, you’re already halfway there.
Also, networking is incredibly important. Put yourself out there and surround yourself with people who are already more successful than you. You’ll learn a lot from them, and they can open doors to new opportunities. Lastly, self-belief is crucial. If you don’t believe in your own dreams, how can you expect others to? Trust in yourself and your vision.
What has been your biggest area of growth or improvement in the past 12 months?
One of the most important skills I’ve developed is setting boundaries. Early on, I learned that without clear boundaries, people may take advantage of you. Boundaries are crucial for maintaining healthy and successful collaborations, ensuring that expectations are clear and mutual respect is upheld.
More importantly, setting boundaries is essential for protecting your own mental health. It helps prevent burnout and keeps you balanced, allowing you to be more focused and productive in your work. For those just starting out, I recommend learning to say “no” when necessary and clearly defining your limits from the beginning. It’s a skill that will serve you well both personally and professionally.
Contact Info:
- Website: https://lyfsocials.com/
- Instagram: lyfsocials
- Linkedin: LYF Socials
Image Credits
Fjorda Likaj
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