The Introvert Effect Magazine – Entrepreneur Edition

Welcome to the THIRD issue of The Introvert Effect Magazine – the Entrepreneur Edition!

We’re very grateful to have the wonderful Selena Soo as our cover star this issue, chatting all about how she’s used her introverted strengths to grow her business as she’s made deep and meaningful connections with influencers, clients, and peers to have huge success – proving that introverts and success can go hand in hand and that our quiet traits can be our greatest assets.

If you’re not in business for yourself, there are still some amazing articles in the issue that will be relatable no matter what your profession, including how meditation can help you in all areas of your life, how to host events, and how to manage your job while you start a business on the side.





Tell us about your entrepreneurial journey, what prompted you to follow this path back when you first started your business?

My passion for helping experts and authors started in my mid-20s, when I had a quarter-life crisis. I was working at a women’s nonprofit in New York, earning about $42,000 per year. At the time I was deeply unhappy and couldn’t figure out why. So I started going to a women’s life coaching group. During that time, I got exposed to thought leaders like Louise Hay and Deepak Chopra.

I also discovered people in the online world, like Marie Forleo, Ramit Sethi, Danielle LaPorte, and more – people who were helping other people find a dream job, or start a business, or tap into their passions, or improve their health.

I knew I wanted to help elevate these amazing experts, so they could reach more people. As I started developing relationships with the people I admired, their belief in me gave me the confidence to start my own business.


How does your introverted personality show up in your life? How have you created a business that plays to your more introverted strengths?

As an introvert, I’m more comfortable working behind the scenes than being in the spotlight. So my business centers around showing other people how to get big visibility and major opportunities, like interviews with popular podcasts and magazines, or connecting with top influencers for win-win opportunities. I get to impact the world through my clients.

Of course, when you’re growing a business that relies on people knowing who you are, you do have to be visible yourself. I’ve learned to be very thoughtful about what opportunities I say yes to. If an opportunity isn’t in alignment with my mission or vision, I know I can turn it down.


One of my favourite things about the way you run your business is your focus on deep and meaningful connection, often on a more personal level – how has this served you over the years?

People often think of networking as a transaction: “What can you do for me?” If you take that view, you’ll only form superficial relationships.

Instead, networking should be about getting to know someone not just on a business level, but on a personal level. You should gain a real understanding of what a person is looking to get out of life, what their goals and challenges are. And if you can really listen to someone, if you can be a resource and a friend, they’ll want to continue to work with you and help you in return.

All of the relationships I’ve forged over the years have gotten me to where I am today. I go above and beyond for the people in my network, and they’re happy to support me by referring clients to me, giving advice, or simply being a source of support.

For example, I invest a lot in my clients and students. When they experience the transformation in my programs, they’re excited to tell other people. This has helped me create a strong affiliate program for my courses like Impacting Millions.


What’s your best advice for introverts who want to connect with more people and grow their businesses?

Everything starts with one meaningful connection. Meet with someone you already know well and trust. Ask them, “I’m really interested in x, y, z topic, do you know other people interested in these things you can introduce me to?”

As you start meeting new people, ask them to introduce you to the most connected person they know, or someone they think you’d find interesting.

If you do this consistently, it can be quite easy to build your network.


You run and attend lots of in-person events, how do you stay energized (or re-energize) afterwards?

Delegate, delegate, delegate. It’s important to spread out the responsibility and not take on everything yourself. If I’m speaking at or hosting an event, having the support of my team helps me stay energized.

Afterwards, I always take time to recharge. I’ll make sure my calendar has blocks of downtime after a big event, or I’ll schedule a massage.


Impacting Millions is one of your incredible online programs. To many introverts, the idea of impacting or being seen by this many people can feel a little daunting. What would you say to anyone who wants a successful business but isn’t quite sure how to do this?

Take the focus off of yourself and how uncomfortable you feel. Instead, focus on the people you’re here to help. The only way they’re going to find you is if you put yourself out there.

I’ve never been the kind of person who wants to speak in front of thousands of people on a big stage. That’s not what drives me. But when you remember the people you’re serving, and that you’re doing this for something bigger than yourself, it’s easier to be in the spotlight.


Being a business and publicity specialist, you started out helping others get exposure which seems pretty introvert-friendly. How did you manage the transition to becoming your own personal brand and leading expert in your field, being featured by companies such as Forbes and Fast Company? Or was it just a natural transition for you?

It happened very organically. Since I was helping my clients form connections with the media, I was already actively in touch with a number of media outlets and journalists. Eventually, they told me they’d like to write about me, as well.

I will admit there were times I wanted to shy away from the offers. I didn’t want to be in the spotlight! But then I realized this would help spread my message in an important way. So I knew I had to focus on what would be best for my mission and clients, not necessarily what I was personally comfortable with.


What would you say to someone reading this who might be wondering how they can cut through the noise of the business world to get their message across to the people who need to hear it, especially if they have more of a quiet nature?

When it comes to publicity, I recommend the Ladder Approach, which is about starting small and working your way up. The first step is to look around you for opportunities. Maybe a friend just launched a podcast — could you be a guest on it?

As you increase your confidence, you can move up to bigger opportunities. And as you build your publicity and your body of work, it will be easier for you to get those opportunities.

I also recommend writing guest posts for established sites like the Huffington Post, Thrive Global, or MindBodyGreen. Guest posts are great because you’re able to share your ideas in-depth, showcase your expertise, and develop your message from the comfort of your own home, in your own time.

And of course, do not be afraid to reach out to people and form meaningful relationships. That is really what got me where I am today.




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Katherine is a writer, mentor, and champion of introverted leaders. After spending a lifetime feeling like there was something wrong with her for being quiet, she's on a mission to make sure no other introvert ever feels that way ever again.

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  • Thanks so much for this wonderful interview with Selena Soo, Katherine! I so adore her and loved the insightful questions you asked. I love the advice to take the focus of oneself and instead, focus on our mission and those that we’re trying to help.

  • LOVE this!! Also hat tip to Selena for sharing the Ladder Approach… Brilliant!! As a chronic introvert, I shy away from the spotlight SO much, it’s crazy!! I like how Selena’s recommends starting small and then, building up as well as taking breaks to recharge… Can’t wait for Impacting Millions’ doors to open soon!

  • Powerful! I’m an introvert myself, and can relate to many ways.
    “I’ve learned to be very thoughtful about what opportunities I say yes to. If an opportunity isn’t in alignment with my mission or vision, I know I can turn it down.” – This is literally my biggest takeaway, because time is our most valuable asset, and everything we do should be aligned with our core values.
    Thank you for this message!