Nicole Booz’s Stories, Lessons & Insights

We recently had the chance to connect with Nicole Booz and have shared our conversation below.

Nicole, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What is something outside of work that is bringing you joy lately?
I’m a huge reader – I’ve read over 85 books this year which is more than I’ve ever read in a calendar year and we still have over 4 months to go! I’m particularly loving thrillers this year but currently two books deep into a Harry Potter re-read.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi! I’m Nicole Booz — I’m the founder of *GenTwenty* and *GenThirty*, two online publications that support women through their twenties and thirties with honest, empowering content. I launched *GenTwenty* over a decade ago because I felt there was a gap in relatable advice for young adults. Navigating your twenties can be overwhelming — from figuring out your career path and managing finances to building relationships and learning who you are. I wanted to create a space that felt like talking to a big sister or a trusted friend — somewhere you could go for real talk, encouragement, and practical tools for personal growth.

As I moved into my thirties and grew both personally and professionally (including becoming a mom!), I realized that the questions and challenges don’t stop at 29 — they just evolve. That’s where *GenThirty* was born. It’s a continuation of the conversation: we talk about motherhood, home, career pivots, health, and building a life that feels fulfilling and aligned with your values.

What makes both platforms special is that they’re grounded in authenticity. We don’t chase trends just for clicks — we share what’s real, what’s helpful, and what we’ve actually experienced. My goal has always been to build community and help women feel less alone in the ups and downs of adulthood.

Right now, I’m working on expanding both platforms to offer even more resources — from printables and challenges to thoughtful brand collaborations — all with the goal of helping our readers feel confident, capable, and supported at every stage.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What’s a moment that really shaped how you see the world?
One moment that really shaped how I see the world, especially when it comes to work and time, happened during college. I had a job that, on paper, seemed like a great opportunity. But in reality, I spent most of my days finding ways to *look* busy. I’d reorganize pens, shuffle papers around, and stretch out tasks that should’ve taken ten minutes just to fill the hours. Meanwhile, my boss was rarely present. They spent most of the day on Facebook and really only working a few hours on Fridays.

At first, I thought *maybe this is just how office jobs work*. But over time, it started to feel like such a waste — of time, of energy, of potential. That experience completely reframed the way I think about work. It taught me that just because something is labeled “productive” or looks good on a résumé doesn’t mean it’s meaningful or fulfilling. It made me start questioning traditional ideas of productivity and success, and it planted the seed for a more intentional approach to how I spend my time.

That job showed me the difference between *looking busy* and *doing work that matters* — a lesson that’s stuck with me ever since. It’s one of the reasons I’m so passionate about helping others carve their own paths, define success on their own terms, and make space for work that feels aligned, not just expected.

Was there ever a time you almost gave up?
Yes — there was absolutely a time I almost gave up on *GenTwenty*.

In the early years, I was working full-time, writing at night, trying to grow the site, manage contributors, and keep up with life all at once. There was one particular season where I felt completely burned out. Traffic had plateaued, brand deals were inconsistent, and I kept wondering, *Is anyone even reading this?* I remember sitting on my couch late one night, exhausted and questioning if it was worth continuing. It felt like I was pouring so much of myself into something with no guarantee it would ever “work.”

But what pulled me back was remembering *why* I started. I thought about all the messages I had received from readers who said our content helped them feel less alone. I thought about the young women who didn’t have sisters or mentors to turn to — the ones who felt just as confused about adulthood as I once did. That reminder grounded me.

Instead of quitting, I gave myself permission to slow down, to make the work sustainable, and to evolve the platform in a way that felt more aligned with my life. And honestly? That decision changed everything. *GenTwenty* became stronger, more authentic, and more impactful — and I became more connected to the mission than ever. Sometimes, you have to step back to move forward.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What truths are so foundational in your life that you rarely articulate them?
For me, one of the deepest truths I carry — something so foundational I don’t often put it into words — is that *time is my most sacred resource*. Once it’s gone, you can’t get it back. I learned early on that just because you’re “doing something” doesn’t mean it’s valuable. So much of our culture glorifies busyness, but I’ve always quietly rebelled against that.

Underneath everything I do, from building GenTwenty and GenThirty to how I approach motherhood, friendships, and even rest, to homeschooling my children, is the belief that how we spend our time *is* how we spend our lives. I think that’s why I care so deeply about intentionality. I’m constantly asking myself: *Is this how I want to spend this one short, precious day I’ve been given?*

Another quiet truth for me is that *growth doesn’t have to be loud to be real*. We live in a world that rewards constant sharing and visible milestones — promotions, moves, relationship updates. But so much of the most meaningful change I’ve experienced has happened privately — in the small, unshared decisions to choose peace, to show up again, to keep going even when no one’s watching.

A final truth that I’ll share is that I don’t believe you need anyone else’s permission to live the life you want. So many people spend years living their lives according to how they think other people want them to be. But at the end of the day, that doesn’t matter in the slightest.

One thing I used to say to myself all the time is “Whisper your dreams to the mountains for they don’t believe in limits.” I find this deeply profound because our planet has been here for millions of years and we are just here for a tiny blip of that and to let arbitrary beliefs and red tape hold us back from at least trying to achieve our wildest dreams is so misguided.

Okay, so before we go, let’s tackle one more area. What are you doing today that won’t pay off for 7–10 years?
What a powerful question — and honestly, one I think about often.

Right now, I’m doing a lot of work that won’t fully “pay off” for another 7–10 years, but I believe in it deeply. One of those things is building sustainable, value-driven content platforms with *GenTwenty* and *GenThirty*. I’m investing in evergreen resources, thoughtful partnerships, and a long-term community — not just for clicks today, but to serve and support women through multiple life seasons. I know that kind of foundation takes time to show its full impact, but I’m playing the long game. I also have been quietly building an additional website that I will launch when the time feels right for me.

I’m also pouring a lot of energy into parenting with intention — raising my kids with empathy, curiosity, and emotional intelligence. It’s the daily work that no one sees: the slow, gentle discipline; the thousands of tiny conversations; the model I try to be even on my tired days. I won’t see the full results of that for years, but I know I’m shaping the kind of adults they’ll become.

And personally, I’m investing in my own growth — setting boundaries, doing the inner work, nurturing creativity — so that 10 years from now, I’m living a life that’s deeply aligned with who I am. It doesn’t always look impressive on the outside, but these quiet investments are the ones that matter most.

Contact Info:

• Website: https://www.gentwenty.com
• Instagram: itsnicolebooz