In this episode, I get brutally honest about the three fundamental mistakes I made while building Lucia over three years. Mistakes I only realized after working at Tern following my exit.

From being terrified to build community (despite running a network-based business) to treating AI like a fancy typewriter, I unpack the costly lessons that could have saved me years of struggle. I share how Tern's Facebook group generated 3,000 webinar signups in one week. Something that would have taken me weeks to pull off at my previous company.

I reveal why wearing "all the hats" as a founder was actually expensive procrastination, how AI identified conversion issues in 30 seconds that took weeks to find previously, and why marketing should never be the thing that waits in your business.

Key moments include:

• Why I was scared to build community at a network-based company
• How a Facebook group outperformed months of my traditional marketing
• The exact psychological friction point AI identified on our landing page
• Why "doing everything" became a badge of honor that held me back
• The intoxicating focus that comes from going deep instead of wide

My challenge: Pick one of these three areas (community, AI, or deep focus) and implement it this week. Then email me what happened. I'm betting you'll have your own "holy $$$$" moment.

Perfect for founders who want to learn from expensive mistakes before making them themselves.

Connect with me on Instagram or LinkedIn for more real-time insights from my journey at a Series A startup.

Follow Along:

• Grace Van Hollebeke
• Tern's updates and community insights

In this episode, Grace sits down with Travel Weekly senior editor Jamie Biesiada to talk about what actually gets a travel business covered in the press. If you've ever wondered why your pitch didn’t land (or what editors are really looking for) this conversation breaks it down.

Jamie shares how the retail travel press works, what makes a story newsworthy, and how travel advisors and business owners can pitch with purpose. They cover the dos and don’ts of media outreach, the difference between trade and consumer coverage, and why a little research goes a long way.

Whether you're trying to get featured, launch a podcast, or just build better media relationships, this episode will help you sharpen your approach and get results.

Key Moments:

• What the retail travel press actually covers

• How to tailor a pitch for trade media

• The role of networking in getting noticed

• How podcasts can boost visibility

  Jamie’s advice for sharing your story without sounding salesy

• Listen to Jamie's Trade Secrets Podcast

  
  

Connect with Grace on Instagram or LinkedIn for more content.

In this episode of Office Hours, Grace Van Hollebeke welcomes David Shull, CEO and co-founder of Tern, for a candid conversation about his journey from Michigan Tech to building a transformative travel technology platform. David shares how his early days at Handshake inspired his passion for creating impactful technology, and how a travel mishap in Greece sparked the idea for Tern.

Grace and David discuss Tern’s recent acquisition of Lucia (Grace's company) and why pairing great technology with high-quality services is essential for empowering travel advisors. They also unpack the importance of choosing the right VC partners who share a vision for supporting, rather than displacing, travel advisors, which is a refreshing stance in the world of venture capital.

Key moments include:

• David’s journey from Handshake to Tern

• The turning point that led to Lucia’s acquisition

• The role of technology and services in scaling travel advisors’ businesses

• How Tern’s platform is designed to eliminate invisible work

• Why their VC partners are committed to building with, not against, travel advisors

If you’re a travel advisor or agency owner looking to supercharge your business, or simply curious about the intersection of technology and human-driven industries, this episode is a must-listen.

Connect with Grace on ⁠Instagram⁠ or ⁠LinkedIn⁠ for more.

Follow Along:

• David Shull

• Tern’s Flight Path podcast