We were lucky to catch up with Van Der Megerdichian recently and have shared our conversation below.

Van, thanks for taking the time to share your stories with us today Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

To be truly successful, I think, one must be driven by a profound sense of mission—an unwavering belief that not only eclipses personal aspirations, but converges with a shared journey. We believe true success involves crafting a story that resonates with the collective consciousness, inspiring others and beckoning individuals to be not just spectators but active participants in the shaping of their destiny, in our case, leaving a lasting impact on the Armenian narrative.

Our success is intricately tied to the relentless pursuit of truth and justice, rooted in an acute awareness of the historical struggles of the Armenian people and an unwavering commitment to rectify the wrongs of the past. It is about using our platform to illuminate the past, demand recognition, reparations, and land restitution for the Armenian Genocide, and pave the way for a free, independent, and united Armenia where Armenians can live, thrive, and cultivate amicably.

Beyond historical redress, success for Zartonk means working towards bridging the gap connecting the homeland’s heartbeat with the diaspora’s soul. Yet, success is not just about grand narratives; it’s about the everyday impact we make. It is the young Armenians in the diaspora discovering their heritage through our content, the families in Armenia finding solace in our stories, and the community leaders empowered by our platform to advocate for their rights. These individual awakenings, multiplied across generations, are the true measure of our success.

Success requires the humble audacity to challenge norms, break barriers, and pioneer uncharted territories. It is the art of contributing to a larger masterpiece—a chronicle that transcends time, resonating with the hearts of those who dare to dream beyond the ordinary and, thereby, leaving an indelible mark on the tapestry of history. Successful individuals, therefore, should not just aim to be architects of a better world, but, in doing so, leave footprints that guide others towards the shores of greatness.

Van, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Of course. By way of introduction, my name is Van Der Megerdichian. I had the great pleasure of attending Holy Martyrs Ferrahian Armenian School, the alma mater that embedded in me the values associated with being a conscious and cognizant Armenian. After high school, I attended the University of California, Los Angeles (UCLA) where I graduated cum laude, Phi Beta Kappa and received college and departmental honors in history and minored in Armenian studies.

It was during my UCLA years that Zaven Keuroghlian, a fellow alumnus from Ferrahian, and I conceptualized the idea that would later become Zartonk Media.

Post-graduation, I pursued a dual Master’s degree from Columbia University’s School of International and Public Affairs (SIPA) and the London School of Economics (LSE). My academic focus centered on the intersection of international finance and economic policy, aligning with my overarching interests. Simultaneously, I remained dedicated to the growth of Zartonk Media.

Zartonk Media is more than an independent Armenian media company; it’s a force powered by cutting-edge technology, tailored to meet the evolving needs of modern Armenian audiences. Our mission is to cultivate a space for vibrant debate and discourse that authentically reflects the Armenian reality and actively contributes to its development through multimedia productions. As industry disruptors, we are committed to shaping the future accurately. Our expansive network sheds light on the latest developments significant to Armenians worldwide, fostering conversations and influencing culture through journalism, storytelling, and commentary on current events, history, and the broader political reality of the Armenian nation.

What sets Zartonk Media apart is our distinctive delivery, unwavering integrity, and meticulous attention to detail. We identified a gap in the way Armenians consumed news and media, inspiring us to create a platform that would make media consumption enticing for a modern audience—thus, the inception of Zartonk.

The term “Zartonk” carries profound significance, translating to “awakening” in Armenian. Rooted in the cradle of modern Armenian literature, Zartonk signifies the awakening of the Armenian psyche, giving rise to the national ideals that fueled the Armenian national liberation movement in the nineteenth century. This epoch, known as the “Zartonk” period, served as an inspiration. In homage to this crucial chapter of our history, we sought to create our own 21st-century “Zartonk.” Zartonk Media aims to be an outlet where the Armenian national conscience is invigorated, offering Armenians worldwide a medium to explore their history, culture, and homeland—a platform reinforcing a sense of responsibility to further our collective struggle. Our vision for Zartonk Media is to be a champion for Armenia and Armenians across all arenas, particularly in the realm of media.

We’d love to hear the story of how you built up your social media audience?

Absolutely. Like many others, our journey in building a social media presence started from the ground up. From the inception of Zartonk Media, my co-founder and I were adamant that our growth would be organic, anchored in the unwavering values we held as individuals and as a company.

Our approach was centered on content creation, with a commitment to providing genuine value. Instead of solely chasing a following, we set our sights on building a brand and a compelling narrative. Our mantra followed the age-old adage of “build, and they will come,” and this principle proved true. Consistency, accuracy, digestibility, value, and aesthetic appeal became the cornerstones of our content strategy, paving the way for substantial growth.

Fortune favored me with a persistent co-founder who, in the early days, personally reached out to thousands of our first followers, expressing gratitude for their readership and support.

Strategically, our goal was to construct a bridge connecting the homeland and the diaspora. This involved delivering real-time, accurate Armenian news in English. While our growth was steady, several pivotal events propelled us to new heights. The first surge occurred following the bicameral recognition of the Armenian Genocide in the U.S. House of Representatives and Senate in late 2019. Subsequent waves of strong readership growth were triggered by the July skirmishes in 2020, the 45-Day War, and, in 2022, Azerbaijan’s blockade leading to ethnic cleansing in Artsakh.

Regrettably, our most substantial growth transpired during episodes of crisis and catastrophe when the Armenian narrative was stifled by the well-financed lobbies of Turkey and Azerbaijan. In these times of great trial and tribulation, we aimed to be a beacon of truth and justice for our nation.

While I hesitate to position myself as an expert, for those embarking on building a social media presence, I’d emphasize the importance of consistency, value provision, niche cultivation, and most crucially, moving from conceptualization to execution. Many great ideas falter in the planning phase, and seeing them materialize requires dedication and action.

One year after we rolled out Zartonk Media, the pandemic hit and my co-founder and I noticed the sudden proliferation of hundreds of social media pages and newfound initiatives. Months, if not weeks, later most of these concepts fizzled out, because people underestimated the commitment and consistency needed to build and maintain a media presence. Discovering your ‘why’ is the compass that guides, ensuring every endeavor is fueled by love, not the fleeting allure of trends. In the realm of passion-driven pursuits, your product or service becomes an unwavering source of strength, granting endurance even when weariness creeps in or the specter of burnout looms. I would add that many of these pandemic projects failed for this reason. Instead of crafting the time to nurture projects, many opted merely to occupy it—a testament to the art of making time versus passing through it. And so as their borrowed hours fleeted, so too did their nascent ventures.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Coming from a background in economics and finance, I’ve developed a deep appreciation for the quantitative aspect of decision-making. In the realm of business ownership and operation, this translates into the importance of making logical and measured decisions based on factual data. A mentor of mine recommended Traction by Gino Wickman, and what struck me most about it is its emphasis on the relevance of numbers in decision-making.

Traction advocates for the power of managing your business through a handful of meaningful numbers. These numbers serve as a scorecard, a proactive tool that provides a weekly overview of activities, quickly highlighting what’s on or off track. It goes beyond trailing indicators, and introduces a dynamic approach to decision-making based on real-time, actionable data.

The concept of measurables is pivotal. What gets measured gets done. Numbers, as outlined in the book, become a universal language that cuts through subjective communication, creates accountability, clarity, and commitment. Furthermore, accountable people appreciate numbers and the right people in the right seats appreciate clarity. Numbers produce results and significantly facilitate faster problem-solving. Complete mastery of the data component, as advocated in Traction, involves distilling myriad numbers to few salient and pertinent ones that have the ability that can tell you, at a glance, how your business is doing.

With the tabulation of data and a completed scorecard, the organization achieves transparency—a key aspect of gaining traction. This transparency leaves no room to hide, creating an environment where decisions are based on facts and actions are driven by meaningful numbers.

Beyond this, Traction introduces the concept of rocks—short-term priorities that contribute to the long-term vision. By establishing select crucial priorities for the next 90 days, called rocks, an organization breaks the habit of trying to focus on everything at once. This deliberate focus on priorities creates a 90-day world, a cyclical process where the team meets every quarter to review the vision, determine the rocks, and ensure alignment with the long-term goals.

In essence, Traction provides a holistic framework for entrepreneurial thinking—transforming abstract visions into measurable and achievable goals. It instills a culture where decisions are based on data, accountability is ingrained, and the path to success is navigated through a series of focused, 90-day increments.

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