We had the good fortune of connecting with Stephanie Tisch and we’ve shared our conversation below.

Hi Stephanie, how do you think about risk?
My mom came from a generation where people worked their entire lives for a single organization until they either died or retired. Nine-to-five. Five days a week. Two weeks of vacation each year; three after a decade of service. No joy. No autonomy. Just a cog in someone else’s machine.

“Play it safe. Stay in your comfort zone. Marry rich. Find an institution, a job, a set of rules to stick to. Keep your head down. Don’t fly too close to the sun. Follow instructions and you’ll be safe.” These were just a few of the beliefs I’d come to adopt from her approach to life.

As a kid who loved to draw and luckily was encouraged from as early as I can remember, when it came time for college, I ended up attending an outstanding art school to study graphic design. At the time I didn’t know exactly what a career in graphic design looked like, but had been advised that it wasn’t fine art or painting, which, I had been advised, would result in a life-long poverty and certain starvation.

In a second-year typography class, after the teacher gave the project brief, I was still a little unclear on the direction. I raised my hand and asked if she could give examples of how past students solved the project. She responded with an abrupt “no.” She went on to explain that creative problem solving was exactly the idea of this assignment. It wasn’t about following what someone else had already done, but about EXPLORING, considering all the unknown possibilities that could lead to an original solution.

“WHATTTTT????!!! You mean there’s no right answer in a multiple choice quiz???” I thought she was surely mistaken. I’d spent the last twelve years of elementary and high school instructed to give the only ‘right’ answer?!?! Her direction left me stunned. “What if I have no ideas? What if my ideas aren’t good? What if no one likes them? What if I’m not good?” A certain future as a starving artist flashed in front of me. While my mind raced with the terror of not receiving a clearly illustrated road map, at the same time a seed had been planted—my first creative “trust-fall,” so to speak. Instead of merely following instructions, this was the first time I realized that not only was it possible to create new ideas—there was no need to wait for permission. I needed to find comfort in the discomfort of not having the right answer and to trust that interesting ideas would reveal themselves without the certainty of knowing exactly how things might come together. As self-doubt and fear loosened their hold, this new belief took root and has strengthened ever since.

Six years later, when I first considered launching my own branding studio, I called my mom. “Mom, I’m thinking about starting my own business.” “Oh, honey. I don’t think that’s such a good idea. Just keep sending out your résumé.” After a moment of thought, I ignored her advice. Sometimes our most well-meaning supporters can become the most dangerous dream killers.

Today, after nearly twenty years of running a business and now in the midst of building a second, I’ve learned the real risk of living is not living—succumbing to the voices of fear and self doubt that tell us to fit in, send out our résumés and wait for instruction—to swallow our pride instead of following our dreams. I’ve learned it’s better to be sorry than safe. Ask forgiveness, not permission. In a world that seeks to substitute rules for discretion and scripts for imagination, we must kindly ask fear to step aside and allow us to fly as high as our wings will bear. Indeed, the high-flying path isn’t for the faint-of-heart, but it’s our only chance to create a journey worthy of our heart and soul.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I’ve run Seraph Design, a happily thriving Miami-based design and branding studio since 2006.With a diverse client portfolio spanning a range of industries including real estate, hospitality, aviation, fashion and the arts, I’ve had the great privilege to create branding programs for some of America’s most celebrated cultural institutions including including New World Symphony, Miami City Ballet, Adrienne Arsht Center, Frost Museum of Science, Dr. Philips Center for the Performing Arts and South Hamptons Arts Center. I’ve also lead brand identity programs for many of South Florida’s most prominent development projects including Brickell City Centre, Jade Signature, Icon Brickell, 1 Hotel & Homes as well as St. Regis Resort & Residences, to name a few.

The best advice I received was early on, circa 2007, from author Seth Godin. It was simple but profound: “Care.” Over diner at a vegan restaurant in Chicago, he went on to explain that there thousands of businesses out there that are bigger, stronger, faster, more capable or possibly even cheaper. But the experience of genuine care a customer feels is scarcer now than ever before and can’t be replicated by a corporate machine. I believe it was Oprah Winfrey who said “People may not remember exactly what you did or said, but they always remember how you made them feel.” Indeed, there are no truer words. As part of every creative brief at the outset of a project, I always ask how they want their client to feel to define the intention of building brand or telling their story.

I’m now in the midst of creating Libre, Miami’s first-of-its-kind aerial fitness studio, slated to open in Wynwood at the end of this year. Inspired by the acrobatic choreo of cirque-style aerialists, my hope is that Libre sets members on a path towards living differently—defying the cages of convention and striving for life’s truest, most beautiful possibilities—not only for themselves, but for each other and the world around us. Suspended by a 9-10 foot silk fabric from the ceiling, often up-side-down, I regularly see first-time aerialists declare, “No way. I can’t do this.” The practice is uniquely special in that it invites members to quiet the voices of the mind that say “I can’t do this,” trust your body and overcome their fear. It’s intended as a place of “yes.”

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If someone were visiting Miami from out of town wanted an insider’s look, unquestionably they should start with April Gardner’s Sunrise Beach Yoga, Miami Beach, 7:00 am every Friday morning. There’s no more beautiful yoga practice in Miami than the sands of South Beach. Bring your swimsuit for an aprés-savasana swim. Find it @AprilMayYoga.

Osme Perfumerie. Wynwood. The owner Maurice is a fragrance savant. He’s curated the most interesting, rare and original fragrances from around the world. His knowledge and taste are exceptional. His love is obvious. Thoughtfully curated concept shops like this are sadly becoming all too rare. A unique perfume is the perfect Miami souvenir.

MC Kitchen. Design District. A menu of so many delicious modern, italian dishes, its hard to choose just one. All the pastas are outstanding but still light enough that you don’t feel overloaded with carbs. The spicy strozapretti, the pear and cheese fiocci (super original – I’ve never seen this anywhere else) even the obligatory caesar salad is perfectly dressed and not to be missed. Beyond the menu, the service team is genuinely warm and welcoming.

Makoto. Bal Harbour. The best OG sushi and Japanese food in Miami.
Uchi. Wynwood. The best new sushi and Japanese food in Miami.

Who else deserves some credit and recognition?
Since I didn’t have many real life, in-person mentors, I turned to books for wisdom and have absorbed little mantras from lots of artists, designers and business leaders over the years. In no particular order: Paul Arden. George Lois. Richard Branson. Seth Godin. Guy Kawasaki. Georgia O’Keefe. Derek Sivers. Paula Scher. Michael Bierut. Coco Chanel. George Braque.

Website: LibreAF.com, SeraphMiami.com

Instagram: @libre_af

Linkedin: https://www.linkedin.com/in/stephanietisch/

Image Credits
@LeoDiazPhoto – photographic images @natalialandowska – rendered / interior images

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