Tyra Banks needs no introduction.

The model, entrepreneur, television executive, and business CEO has spent decades in the spotlight, accomplishing everything from walking the runway as a Victoria’s Secret angel to posing on the covers of Sports Illustrated, Vogue, and Elle to hosting her wildly popular TV show “America’s Next Top Model” and teaching as a guest lecturer at Stanford. And that’s just scratching the surface.

Now, she’s bringing modeling to the masses with her latest project, ModelLand, a location-based, experiential attraction where beauty, fashion, entertainment, technology, and food and beverage collide. Below, she talks about why she decided to launch ModelLand, how she navigates being a role model to so many young people, and what gives her the inner confidence she’s known for.

CREATE & CULTIVATE: We're so excited about the upcoming launch of ModelLand. What can you share about this amazing project? What can we expect from ModelLand? How different has this process been to anything else you've done in your career? Why?

TYRA BANKS: The trajectory of my career has changed threefold. At first, it was all about me, me, me. How many covers could I land? How many fashion shows could I book? Then, during America’s Next Top Model (ANTM), it was all about them, them, them. It was about giving this small portion of people who wanted to be models a real chance at achieving their dreams. After “ANTM” I began to wonder how I could help others grow and be the fiercest versions of themselves. I am now answering that question through ModelLand. I have finally arrived at us, us, us. At ModelLand, everyone can be the fantasy versions of themselves and turn every hallway into a runway together.

ModelLand is modeling for the masses. It’s a new, one-of-a-kind experience combining the worlds of beauty, fashion, modeling, and interactive storytelling. ModelLand is a destination where all beauty is discovered and celebrated. Based on the fictional story of the same name, this immersive and permanent attraction will intersect a fantasy version of the modeling world with state-of-the-art interactive entertainment, creative collaborations, curated retail, discovered designers in residence, eventful dining, and special events. ModelLand is not only a brand that brings new talent forward to be discovered, but it’s also a brand that enables you to discover yourself and own it.

Your book Perfect Is Boring is all about lessons you’ve learned from your mom. Can you share the main lesson you learned from her and how it shaped who you are today?

My mama has always—and still—teaches me to never give up. She always compared success to access inside a house. She'd say, “It doesn't matter if you get into the house through a window, a door or through a hole in the roof—you just get in! Doesn’t matter if the front door is closed. You get in!”

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

Resilience is not something that’s easy. I do need to pause and lick my wounds. But there is something in me that always desires more. And my mama always told me to get off my butt! My mama trained me well at a young age, and now as an adult, I know that I just have to keep going!

You are a role model for so many young people who are in awe of your career but also of your confidence. What traits do you need to be a successful leader? Why?

Clear vision, confidence, and a badass team that you empower to execute!

You came out of modeling retirement with your Sports Illustrated cover, which focused on body positivity and ditching cookie-cutter notions of beauty. What gives you the confidence to do this? What is your advice to women who are struggling with their confidence?

It’s all about empowering women and using myself as an example. I wanted to help begin a beauty revolution, perfect is boring.

You have been very financially successful in your career. What is the biggest money lesson you've had to learn the hard way? What is your best piece of financial advice for new entrepreneurs?

Yes, I’ve had a lot of success, but I’ve also had losses from investing in my own companies. I never understood why Silicon Valley praised losses, but now I understand there’s always a lesson, even in financial failures.

What’s the biggest challenge you’ve faced in building your business and how did you turn it into an opportunity?

I “Beyoncé” the challenges! It just looks like the sourest lemon, but I always find the sugar and make it delicious again!

You're also a successful investor. If someone, wants to pitch their business to you, what are three crucial elements they should include in their pitch deck? What are you looking for when you invest in a company?

A unique product/service and a founder who eats/drinks/sleep their business and also knows that they can’t do everything and surrounds themselves with others of competency.

You're on your third year as a guest lecturer at the Stanford Graduate School of Business teaching personal branding. What are your top three personal branding tips? Why is personal branding so important?

For my students, branding is important because they’re graduating and moving into various, highly competitive fields. Within our breakout sessions, my students learn how a strong personal brand can create a competitive advantage, how one can differentiate themselves in their respective fields, how to supercharge their brand, as well as when to pivot and evolve their brand.

There is so much competition out there now, especially in the entertainment industry. What makes you and your business stand out? How do you find/create a unique point of view and stand out from the masses?

I don’t view myself as an entertainer that does business, I view myself as a businesswoman that also happens to be an entertainer. By approaching my business that way, I understand that popularity and relevance are fleeting. I look at my company and businesses from a strategic standpoint and don’t fallback being a “celebrity” or trying to be a cool person with a cool dress going to a cool party.

The filtered world of social media often hides a lot of the hard work and behind-the-scenes hustle. What is the reality of being an entrepreneur today? How hard is it really? Be honest!

One thing my team and I always say is the world only sees 5% of what I do. I go to an office every day. Sometimes I have 3 to 5 hour-long meetings, and I’m constantly having to make quick decisions. It’s no joke—and definitely not for everyone. I, however, LOVE being in meetings and strategizing far more than I like simply holding two photos in my hands…

What is the #1 book you always recommend? Why?

Delivering Happiness by Tony Hsieh. I am obsessed with his company culture. So much that I cold-called him! We were on the phone for over an hour and he shared so many valuable insights (all of which I implemented with my team!). I highly recommend this book for entrepreneurs.

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