Alysha Burch Of Square Root Creative On How To Successfully Ride The Emotional Highs & Lows Of Being An Entrepreneur

Being a founder, entrepreneur, or a business owner can have many exciting and thrilling moments. But it is also punctuated with periods of doubt, slump, and anxiety. So how does one successfully and healthily ride the highs and lows of Entrepreneurship? In this series, called “How To Successfully Ride The Emotional Highs & Lows Of Being An Entrepreneur” we are talking to successful entrepreneurs who can share stories from their experiences. I had the pleasure of interviewing Alysha Burch.

Alysha Burch, the visionary founder and president of Square Root Creative, epitomizes the essence of entrepreneurial resilience and innovation. Establishing her boutique marketing and design agency in 2002 amid one of New York’s most challenging periods showcases her fearlessness and bold determination.

Inspired by her roots in a city teeming with diversity, individuality, and a go-against-the-grain mentality, Alysha fosters a culture of originality and compassion within Square Root Creative. Her agency’s ethos, encapsulated in the mantra “ordinary is not an option,” reflects Alysha’s fierce commitment to creativity and problem-solving. Her agency’s diverse portfolio, ranging from start-ups to Fortune 500 companies across various sectors, underscores Square Root Creative’s versatility and the team’s dedication to delivering impactful solutions. Under Alysha’s leadership, Square Root Creative continues to redefine industry standards while inspiring entrepreneurs worldwide.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I’m happy to share a bit about my journey. Growing up in the heart of Manhattan during a time when the city was very colorful and diverse, I was immersed in a world of boundless creativity and opportunity. The city’s energy fueled my curiosity and fearlessness from a young age, shaping my entrepreneurial spirit.

My early foray into New York’s nightlife scene taught me the art of hustle and the importance of making connections, starting as a flyer and guest list hostess at iconic venues like The Tunnel. I worked with some of the top promoters and DJs in the city and yes, I was “that girl at the door.” Those experiences ignited my fascination with the human psyche and strongly influenced my choice to pursue a career in marketing.

While my initial dream was to work on Madison Avenue clad in Armani suits, life had other plans. After college at UMass Amherst, I dove into the world of PR, gaining invaluable experience representing authors and publishers. This led to pivotal roles at agencies like Griffin Bacal, Inc., where I honed my skills, seized every opportunity, and embraced the challenges of the advertising world.

Before I decided to pursue a career in the ad world, I harbored childhood dreams of becoming a lawyer or interior decorator. The law always fascinated me and regarding design, I just loved mixing things up, feeling textures, and curating a vibe. While the journey may not have followed a predictably linear path, every twist and turn has shaped me into the entrepreneur I am today — fearless, curious, and open to new experiences.

What was the “Aha Moment” that led to the idea for your current company? Can you share that story with us?

After 9/11, the agency I was working for abruptly shut its doors, leaving me without a job and our clients in disarray. I was mortified at how the company left our clients with nothing but a spindle of unlabeled CDs and a one-page farewell. These were people who had put their trust in us, in me. And that just didn’t sit right.

Although I had nothing to do with the closure, I felt a commitment to those relationships I had worked so hard to cultivate. I reached out to my main client at the time, Panasonic, and offered to help make sense of their files and provide support however I could. From resizing ads to navigating the chaos, I found myself immersed in the challenge of keeping promises made.

It was during this time that a huge opportunity presented itself — a chance to pitch a campaign idea for a new Panasonic desktop scanner. The estimate was a hefty $50,000 — an exciting yet daunting figure, as it would require me to incorporate my own agency almost overnight. Faced with this “OH SH*T” moment, I did what I always do: I took a leap of faith, diving headfirst into the unknown.

And so, Square Root Creative was born — an ad agency “rooted” in the spirit of “just help clients get it done.” It has been over two decades since that fateful decision, and I’m proud to say that our journey continues to thrive, fueled by the same passion and dedication that sparked it all.

In your opinion, were you a natural born entrepreneur or did you develop that aptitude later on? Can you explain what you mean?

When it comes to being an entrepreneur, I’d say I’m more of a natural-born hustler — always in motion, making things happen. Now, some might associate the term “hustler” with a negative connotation, but for me, it’s about embracing the constant energy and seizing opportunities.

Both of my parents ran small businesses, so I saw firsthand the grit and determination required to succeed. I learned early on that if you wanted something, you had to go out there and make it happen. Nothing was, or would be, handed to me. It’s scary but you need to permit yourself permission to take risks, just make sure they are calculated. Impulse decisions usually don’t end well.

Was there somebody in your life who inspired or helped you to start your journey with your business? Can you share a story with us?

Easy. My mother. After the closure of the business she co-owned with my father, she faced the daunting task of navigating a job market that didn’t fully appreciate her wealth of experience. Instead of settling for just any position, she charted her own path by opening an independent optical store — a venture she nurtured and grew for an impressive 26 years. Witnessing her resilience and “guts” left an indelible mark on me. My mother’s example taught me the invaluable lesson that success isn’t about waiting for opportunities to come knocking — it’s about having the courage to create your own.

Reflecting on her journey reminds me of that classic line from that anti-drug PSA from the 1980s, where the child says, “I learned it by watching you.” Well, Mom, I learned how to be a determined entrepreneur by watching you.

What do you think makes your company stand out? Can you share a story?

What sets Square Root Creative apart, in my opinion, boils down to our core values: stand by our word, refuse to settle for the ordinary, and always make it happen. These values aren’t just words on paper — they’re the guiding principles that drive every decision we make and every interaction we have with our clients.

At Square Root, we’ve earned a reputation for having our clients’ backs. We’re not just another vendor; we’re an extension of their team, ready to tackle any challenge that comes our way. Whether it’s a last-minute project or a long-term campaign, our clients know they can count on us to deliver exceptional results without cutting corners, seamlessly handling every aspect from start to finish.

Let me share a story that illustrates our dedication. Years ago, one of our clients had a critical error on the sell-sheet needed for a trade show in Las Vegas. Instead of relying on standard shipping methods, I booked the redeye, flew to Vegas that night, hand-delivered the corrected content, and re-collated 400 kits. It’s just one example of how any or all of us will go above and beyond to ensure success.

We’re in it for the long haul, building lasting relationships that span a decade or more. Our clients know they can trust us to deliver results, every single time.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Integrity, determination, and the ability to read a room — these are the three character traits that have been most instrumental to my success as a business leader.

Integrity is non-negotiable for me. It’s about standing by your word, even when it’s difficult. Recently, I faced a situation where a former client advocated for us to be awarded a project at his new company. Despite undergoing several rounds of tedious reviews, a line item was overlooked when he presented it to management. When he realized the error, he called in a panic, saying, “Alysha if I go back to my boss and tell him this, I’ll be in serious trouble, and they won’t approve it at this price.” So, I had a choice to make: walk away from the project or take the financial hit and protect someone who vouched for us. I took a deep breath and waived the cost, prioritizing the integrity of our partnership.

Determination is another key trait. It’s about never giving up and refusing to accept “no” for an answer. Whether it’s solving a creative challenge or advocating on behalf of our clients, my determination drives me to find solutions, even when the path forward isn’t immediately clear.

And third, the ability to read a room is essential, especially when pitching new concepts. Connecting with people on a human level, and understanding their energy and interests, is crucial. People do business with people, after all. I’ve learned to humanize the relationship, recognizing that it’s not always just about the business. A client once taught me, “You have two eyes, two ears, and one mouth for a reason.”

Often leaders are asked to share the best advice they received. But let’s reverse the question. Can you share a story about advice you’ve received that you now wish you never followed?

Well, allow me to address the first part of your question. I’ve learned from others that I need to rely on my instincts above all else, to have the courage to walk away if something doesn’t feel right, and as cliché as it may sound, to trust my gut. In my experience, when I don’t trust my decision-making, that’s when things go off course.

Which tips would you recommend to your colleagues in your industry to help them create a work culture in which employees thrive and do not “burn out” or get overwhelmed?

I am a big believer in fostering a work culture where my team doesn’t just survive — they thrive.

Here are some tips I’d recommend:

Firstly, let’s talk community. Building a sense of togetherness within your agency is key. Encourage open communication and an environment where team members feel comfortable relying on each other so that they create opportunities for collaboration.

Next up, appreciation. It’s a simple concept, but one that can be easily overlooked. Make sure your employees know that their hard work doesn’t go unnoticed. We are all human, and let’s be honest, it feels good to be recognized and appreciated.

But perhaps the most important tip of all is to be kind and approachable. When I sense an employee is having a tough time or is just spent, I will do something that acknowledges them — whether it’s buying them lunch, telling them to take a comp day, complimenting them publicly, or putting them on a plane to see their parents.

At the end of the day, it all boils down to treating your staff the way you’d want to be treated.

What are the most common mistakes you have seen CEOs & founders make when they start a business? What can be done to avoid those errors?

I’d like to flip this one around by sharing what worked for me and what I wish I had known when I started.

Keep your overhead as low as possible.

Every dollar counts. Especially in those early stages.

Trust your gut.

Success is as much about intuition as it is about strategy. If something doesn’t feel right, listen to yourself.

Get everything in writing.

Unfortunately, not everyone operates with the same level of integrity as you.

Stay focused on what you do best.

And hire professionals to do the things you are not qualified to do. Here are my essentials:

1. Get a lawyer to help you with contracts.

2. Hire an HR consultant.

3. Get a bookkeeper and an accountant you trust.

Don’t underestimate your worth and pay attention to the numbers.

Your time and expertise are valuable commodities

Do you feel comfortable sharing a story from your own experience about how you felt unusually high and excited as a result of your business? We would love to hear it.

In this business, you experience high highs and low lows, and it can be quite the rollercoaster.

One of those unforgettable highs was when the New York Times reached out to interview me for their Advertising spotlight. It was an electrifying moment to see my name in print as “the founder of Square Root Creative” and to have them quote me. It validated all the hard work and late nights. I remember grabbing a stack of newspapers, probably more than I needed, and feeling such pride not only for myself but also for my incredible team.

Another highlight was when I had the honor of being hugged by none other than Gloria Steinem herself as she graciously thanked me for supporting the Ms. Foundation. It was a surreal moment — to have the opportunity to contribute to a cause I believe in and then to receive recognition from such an iconic figure was truly humbling.

And then there was Print 17. I’ll never forget the excitement of taking seven of my team members to Chicago to see our work come to life. We had poured our hearts and souls into developing the strategy and designing the entire booth for a trade show experience, and to witness it firsthand was magical.

Do you feel comfortable sharing a story from your own experience about how you felt unusually low, and vulnerable as a result of your business? We would love to hear it.

Let’s face it, entrepreneurship isn’t always sunshine and rainbows. The obvious, COVID-19, was particularly rough. Especially being here in New York. Then you add on the protests over the killing of George Floyd and the resulting riots that erupted in my neighborhood, and it further added to the turmoil and the sense of uncertainty and unease. With a full staff to support and rent to pay, the pressure was relentless. And to top it off, another agency, vying for the same slice of business with one of our major clients, was attempting to undercut us.

I didn’t know what was going to happen, and for the first time, I had no control and was so limited in what I could do. But despite the incredible odds stacked against us, we made it through.

Based on your experience can you tell us what you did to bounce back?

You allow yourself to feel it and then refocus, putting yourself in the right mindset. Don’t give up. For me, strength comes from embracing challenges head-on while also finding moments of release. When the going gets tough, I turn to boxing — it’s my way of reclaiming my power and spirit. Additionally, it’s important to shift your mindset. For example, while some may say, “You are a survivor,” I prefer to flip that and say, “I am a conqueror.”

What are your “Five Things You Need To Successfully Ride The Emotional Highs & Lows Of Being An Entrepreneur”?

1. Determination
2. Resilience
3. An outlet for blowing off steam
4. Money in the bank. I highly recommend creating a business savings account for tough times and rainy days.
5. Stamina to ride the wave

We are living during challenging times and resilience is critical during times like these. How would you define resilience? What do you believe are the characteristics or traits of resilient people?

Resilience is more than just perseverance — it’s a mindset, a deliberate choice to keep moving forward. It’s about believing in yourself and staying focused on your goals, even when faced with adversity. It’s riding the wave out.

At its core, resilience means being able to navigate through crises and bounce back to your previous state quickly. It’s the ability to recover from life’s challenges and grow stronger in the process. But to me, resilience is not a trampoline, where you’re down one moment and up the next. It’s more like climbing a mountain without a trail map. It takes time, strength, and help from people around you. You’ll likely experience setbacks along the way. But eventually, you reach the top and look back at how far you’ve come.

Did you have any experiences growing up that have contributed to building your resiliency? Would you mind sharing a story?

My whole life contributed to building my resiliency. It wasn’t always the easiest, but I always found a way to learn and grow.

In your opinion, do you tend to keep a positive attitude during difficult situations? What helps you to do so?

In my experience, maintaining a positive attitude during challenging moments is key, although it’s something I’ve had to consciously work on. I’ve learned that dwelling on anger and negativity only serves to prolong difficulties and drain precious energy. While I may initially experience reactions and moments of frustration, I make a concerted effort to seek out the silver lining and explore strategies to overcome obstacles.

By reframing my perspective and actively searching for solutions, I find that I’m better equipped to navigate through tough times and emerge with a sense of optimism.

Can you help articulate why a leader’s positive attitude can have a positive impact both on their clients and their team? Please share a story or example if you can.

Positivity is contagious and has a ripple effect. It’s encouraging, boosts morale, and helps inspire a sense of confidence in what you are saying or offering. And yes, sometimes as a leader, I have to “fake it” first, then figure it out. Naturally, no one wants to be around a Debbie Downer.

Ok. Super. We are nearly done. What is your favorite inspirational quote that motivates you to pursue greatness? Can you share a story about how it was relevant to you in your own life?

Sorry, but I have to share two:

“It always seems impossible until it is done.”

• Nelson Mandela

“Without leaps of imagination, or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.”

• Gloria Steinem

How can our readers further follow you online?

I’m currently reshaping my social media but I welcome your readers to reach out via email at alysha@squarerootcreative.com.

This was very inspiring. Thank you so much for the time you spent with this. We wish you continued success and good health!