We recently connected with Biruktawit Tesfaye and have shared our conversation below.

Hi Biruktawit, thanks for joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

Ethio Counselor and Productive Habesha are two parts of the same vision: to empower Ethiopians at every stage of life to reach their potential, both academically and personally. Growing up in Ethiopia, we witnessed so many talented people with big dreams, yet we often saw them held back by a lack of access to resources, guidance, or just the belief that genuine success was impossible. We know how transformative education and personal growth can be, not just for individuals but for entire communities and generations. That’s what drives us every day.

Through Ethio Counselor, we’re focused on making quality education accessible to students who want to pursue big opportunities—whether it’s getting into universities abroad, landing scholarships, or simply breaking down the barriers that stand in the way of their future. For us, it’s about seeing young people grow confident, find their path, and reach heights that might have once felt impossible.

But we know that true growth isn’t just about education; it’s about becoming well-rounded, purpose-driven individuals. That’s where Productive Habesha comes in. With Productive Habesha, we’re building a community for Ethiopians who want to live intentional, and balanced lives. It’s about connecting with your roots, taking care of your mental and spiritual well-being, and being part of a community that uplifts and inspires each other.

What makes this mission so meaningful is knowing that it’s not just about helping people succeed—it’s about helping people live with purpose, confidence, and joy. We’ve seen how life-changing it is when someone realizes they can be both ambitious and true to their values. Ethio Counselor and Productive Habesha are here to make sure that no one has to compromise on their dreams or who they are. We’re here to help people become the best versions of themselves—and that’s a mission we’re endlessly passionate about.

Biruktawit, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m an entrepreneur with a background in economics and business innovation, and I founded two projects that I’m incredibly passionate about: Ethio Counselor and Productive Habesha. Both of these were inspired by a vision to empower Ethiopian youth and adults to reach their highest potential. I grew up seeing so many talented people, full of dreams and potential, held back by lack of access to resources or guidance, and that was something I knew I wanted to help change.

Ethio Counselor is our education consultancy business, and it’s all about making quality education and opportunities accessible for Ethiopian students. We help students with everything from applying to universities abroad, finding scholarships, and getting support throughout the application process. We also recently launched a Prime Package service, which provides hands-on assistance for students applying to undergraduate and master’s programs. Our website will soon be a one-stop platform where clients can take classes, view job postings, and purchase services.

Productive Habesha is more of a personal growth and lifestyle brand, created for those who want to live balanced, intentional lives rooted in Ethiopian culture and spirituality. Through videos, guides, and products, we cover everything from spiritual well-being to financial and physical health. We’re currently working on launching a set of custom notebooks designed to help people stay focused, set meaningful goals, and track their progress. We want to provide practical tools that not only inspire but also help people take action. Our upcoming website will feature an e-commerce platform for our products and a service-based section for clients who want more one-on-one guidance.

What really sets us apart is the deep cultural connection we bring to our work. We’re not just offering services; we’re creating communities of growth and purpose. Both Ethio Counselor and Productive Habesha are designed to offer people a blend of traditional Ethiopian values with modern approaches to success, wellness, and personal growth.

I think one of the things I’m most proud of is the impact we’re having on people’s lives. Seeing students succeed, families celebrate, and individuals feel empowered to pursue their dreams is what makes it all worth it. For anyone thinking about working with us or following our journey, just know that we’re here to support you every step of the way. Our mission is to uplift and guide, whether through educational resources or personal growth tools. We believe that by empowering individuals, we’re also empowering entire communities, and that’s a vision that keeps us going every single day.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

When I first started Ethio Counselor, I had just graduated from high school during the pandemic. Growing up, I attended an international school in Tanzania, where I learned the ins and outs of the college application process. I’d already navigated applications for myself in high school, so I had firsthand experience and a solid understanding of what was needed. With the summer ahead of me before starting university, I realized I could use this knowledge to help other Ethiopian students who might feel lost in this process.

What began as a way to support a few friends and their networks quickly grew as I saw the impact this guidance could have. I knew how intimidating the application process could feel, and I wanted to ensure that others had the resources and confidence they needed to reach their goals. That small project soon evolved into Ethio Counselor, a business dedicated to making education accessible and empowering students to pursue opportunities around the world.

As Ethio Counselor grew, so did my passion for helping people live intentionally beyond just academics. A few years later, as a sophomore in university, I created a YouTube channel under Productive Habesha. My aim was to provide content on personal growth, productivity, and balanced living, specifically for Ethiopian youth. I wanted to blend practical advice with Ethiopian cultural and spiritual values, helping young people stay true to themselves as they worked toward their goals. The channel gained an incredible following, reaching 21,000 subscribers, and I could see how much people valued this guidance.

At that time, my church—Menbre Tsebaot Holy Trinity Ethiopian Orthodox Tewahedo Church in Seattle—was raising funds, and I felt compelled to support their mission. I donated the channel to them to help them spread the word of God and create a source of income to sustain their work. This decision felt incredibly rewarding, knowing that the platform I built could serve a purpose greater than myself. Then, in August of this past summer, I launched a new Productive Habesha channel with fresh content. This new channel still carries that same spirit of empowerment and community support, with a focus on helping young Ethiopians and diaspora members live balanced, purposeful lives.

What began as two small side projects has turned into two mission-driven businesses. I’m incredibly proud of what we’ve built so far and grateful for the opportunity to uplift my community in ways that feel meaningful and true to my journey. Both projects are about more than just services—they’re about empowering people to reach their potential, stay connected to their roots, and live with purpose. It’s been a deeply rewarding journey, and I’m excited for what lies ahead.

Have any books or other resources had a big impact on you?

My journey into entrepreneurship has been greatly influenced by a combination of academic experiences, certificate programs, and mentorships that have shaped my approach to business and leadership.

One significant milestone was completing the Business Consulting Certificate Program with Professor Pfaff. This program was a key turning point in my entrepreneurial journey, as it allowed me to gain hands-on experience and apply business theories to real-world challenges. Through this program, I learned the importance of developing effective strategies, conducting market research, and crafting solutions to address the unique needs of different organizations. The practical knowledge I gained through consulting with actual businesses helped me develop a more strategic mindset, which I later applied when building Ethio Counselor and Productive Habesha.

Additionally, I was part of an Innovation Studies Seminar with Professor Halverson, which provided me with valuable insights into how innovation drives change in industries and organizations. This seminar encouraged me to think creatively and outside the box, pushing me to consider new ways to incorporate technology and innovation into my businesses. The seminar solidified my belief in the power of innovation to solve problems and create impactful solutions, which became a guiding principle when I launched both Ethio Counselor and Productive Habesha.

Mentorship has also played a crucial role in my journey, with Shelly Kurtz being one of the most influential figures in my entrepreneurial development. Shelly’s mentorship provided me with a solid foundation in leadership, communication, and business strategy. Her advice was particularly valuable in the early stages of Ethio Counselor, where I was learning to balance multiple roles and responsibilities. Shelly taught me the importance of being adaptable as a leader and staying focused on long-term goals while managing the day-to-day operations of the business.

Alongside my academic experiences, “Start with Why” by Simon Sinek was pivotal in shaping how I lead and communicate. Sinek’s emphasis on starting with a clear purpose and understanding why you do something, rather than just what you do, was a game changer for me. This mindset shaped my approach to both businesses, allowing me to lead with clarity and to inspire others around a common goal. I also found his TED Talk, “How Great Leaders Inspire Action,” incredibly impactful. It reinforced the idea that when leaders communicate their why, they create a sense of purpose and direction that drives action and commitment. These insights have influenced the way I communicate with my team and the communities we serve, ensuring that the mission behind Ethio Counselor and Productive Habesha is clear and compelling.

Lastly, my Behavior in Organizations class with Professor Pratt taught me the importance of understanding organizational behavior and how it impacts both team dynamics and overall productivity. I learned how to build a positive culture, motivate employees, and create an environment where everyone feels empowered to contribute to the company’s mission. These lessons have been instrumental as I scaled my businesses, helping me create teams that are motivated, engaged, and aligned with the broader vision.

Together, these experiences, programs, and mentorships have provided me with a comprehensive toolkit to navigate the challenges of entrepreneurship. They have given me the confidence to innovate, lead with purpose, and create businesses that not only address market needs but also foster a positive and empowering environment for both employees and clients.

Contact Info:

• Website: https://productivehabesha.com
• Instagram: https://www.instagram.com/productivehabesha/?hl=en
• Linkedin: https://www.linkedin.com/in/biruktawit-tesfaye-productive-habesha-87545b177
• Youtube: https://www.youtube.com/@Productivehabesha/videos
• Other: https://www.tiktok.com/@productivehabesha?_t=8rODj6kvRJG&_r=1