Every founder has a story, but the ones who rise above the noise are those who can articulate their WHY with clarity and conviction. Your WHY is more than just a mission statement—it’s the heartbeat of your vision, the lens through which others see your purpose, and the driving force that inspires trust and investment. It’s what makes you memorable, relatable, and irreplaceable. Beyond the pitch deck, your WHY communicates how you’re wired, what truly matters to you, and why you are uniquely positioned to tackle the challenges ahead.

In this episode of the Extraordinary Pursuits podcast from BIP Ventures, Tara Flickinger from ON Search Partners shares ways for startup leaders to step confidently into the spotlight. Tara explains how to communicate in ways that will leave a positive indelible impression. She offers steps for differentiating yourself, standing out, and inspiring confidence. She also provides recommendations for ways to show up with clarity that motivates others and builds trust with investors.

• [02:15] Tara's background and her role at ON Search Partners
• [03:17] How Tara got into the talent and financial industry
• [07:23] How to communicate your WHY effectively and why it is important
• [09:56] Practical steps to simplify and separate personal and business WHY
• [12:08] How to reframe and overcome impostor syndrome
• [14:24] Ways to tap into your WHY, differentiate yourself, and be memorable
• [20:00] Forgiveness vs. permission: Balancing confidence, assertiveness, and humility
• [23:21] Tara’s WHY and passion for the talent space

• “The investors are investing in the person, as much as they are investing in the company, and the better they are able to communicate their WHY, the more they are going to gain the trust of the investors and ultimately the investment.” [08:16]
• “Differentiate yourself and be memorable so you are not just another founder.” [14:54]
• “If a founder comes across very confident and convicted in their ask and what they are looking for vs. asking for permission, they resonate more with investors.” [21:05]

Start with why: TED Talk by Simon Sinek: https://www.youtube.com/watch?v=u4ZoJKF_VuA.

Tara Flickinger is a partner and executive committee member at ON Search Partners, a retained talent search firm specializing in VP, C-level, and board searches. Tara came to ON Search Partners from Parker Executive Search, and before that, Goldman Sachs. She earned an MBA at the University of North Carolina Keenan-Flagler Business School and a BA from Brown University, where she captained the women's golf team. Tara brings extensive experience with environments that demand presence and presentation.

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