We’re excited to introduce you to the always interesting and insightful Diondra Filicetti. We hope you’ll enjoy our conversation with Diondra below.

Alright, Diondra thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

A year after graduating from the Creative School at Ryerson University in the heart of downtown Toronto, I found myself sitting in a grey cubicle, surrounded by unhappy people and enclosed by grey walls. I kept getting told that things were going to get better and that systems were going to improve, but month after month, systems broke down, fingers were pointed and there was no sign of improvement on the horizon.

I remember saying to myself, “You’re capable of so much more Diondra, but how do I actually reach my potential? How do I figure out where I am supposed to be?”

I thought about the thousands, probably tens of thousands of people who had a similar story… dissatisfied in their jobs but uncertain as to where they should be. I felt that if I could help people bring more passion into their lives, I would not only improve their lives, but have a domino effect and improve the lives of those around them.

So what was the need? They needed a framework on how to discover their purpose, explore their potential and build the most fulfilling life possible.

And that’s exactly what I built. My company “Driven By…” was born, because at the core of the framework, behind the step by step process is identifying what drives you.

Now I conduct workshops in highschools and universities, deliver keynotes and teach online courses and programs, giving people the tools they need to rebuild their lives. I’ve boiled it down to a 3 Step Process that includes a Habit Mastery Program, A Self-Awareness Toolkit and a program on ‘What Are You Driven By…”

Diondra, 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?

My name is Diondra Filicetti and I am a Workshop Facilitator, Keynote Speaker and Instructor. I got in this business following my resignation from a miserable job and after several years of studying personal development, taking life coaching courses and networking with successful and passionate people.

I help people take control back in their lives, achieve their potential and help them build the fulfilling lives that they deserve. What sets me apart from others is the fact that my systems and framework consist of simple mindset shifts and easy to implement strategies that make the biggest impact. I take the complication out of it, and provide easy to digest examples that apply to real life. I’m most proud of the feedback I receive from students who share that they not only felt inspired, but excited because they find the lessons understanding and applicable!

The best part is, I make it easy for people to start where they are at on their journey, with both self-guided options like the Self-Awareness Toolkit and Guided Solutions like one on one coaching.

My company is called “Driven By…” , because at the core of the framework, behind the 3 Step System I’ve developed, is identifying what drives you.

The 3 Step Process involves
1. A Habit Mastery Program
2. Self-Awareness Toolkit
3. The Full What Are You Driven By Program

I also conduct workshops in highschools and universities, and with entrepreneurs, deliver keynotes and teach online courses and programs, giving people the tools they need to rebuild their lives.

I want my clients to know, that YOU ARE CAPABLE OF MORE. And I’m going to show you how to achieve your potential with a proven and valuable method.

What’s a lesson you had to unlearn and what’s the backstory?

One lesson I had to unlearn was to trying to achieve perfection. In school, when I took entrepreneurship classes, I remember being told to double check and triple check everything, that the details mattered immensely and that everything you did affected your reputation.

When I first started my business I remember placing so much value on showing up in the right way – appearing poised, prepared and professional at all times. Essentially I wanted everything to appear to be perfect. I wanted to have all the answers at all times.

As I grew my business, I had to unlearn this perfectionism especially when it came to reputation. Trying to show up as perfect, usually means you are sacrificing some authenticity. Now I don’t mean that you should show up to meetings unprepared, in pajamas and with messy hair. What I do mean, is focus more on the values of your business as guiding principles. Operating by a set of core values will automatically manifest into the right reputation, and instead of focusing on being perfect, you can simply create the right experience for your target audience based on those values.

In many cases mistakes (such as spelling mistakes, publishing mistakes, mistaking deadlines) are LESS detrimental to your business, than doing things that go AGAINST your values (for example, if your company values environment sustainability, but is involved with environmentally damaging processes).

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing clientele has been networking! Networking can be a scary idea for many people, but relationships and connections hold so much value.

I’ve had so many opportunities come to me through my network – workshop opportunities, keynote opportunities, sponsorship opportunities. And these opportunities have been so valuable because I was recommended to the audience.

Networking can introduce you to new audiences that will have been primed by the person you’re networking with.

For example, I was invited to deliver a keynote speech at an event hosted by someone in my network. She recommended me to her team, and she shared my story with her audience. When I showed up to deliver the speech, the audience was excited, engaged and very interactive! After the speech, I had several people come to speak with me about ways they could get connected and many of them became customers in my business!

Networking is very much a value-add activity for business owners and I truly believe that some of the best opportunities come when someone thinks “Oh I know the perfect person for that!”

Contact Info:

• Website: drivenbyco.com
• Instagram: https://www.instagram.com/drivenbyco/
• Facebook: https://www.facebook.com/DrivenByCo
• Linkedin: https://www.linkedin.com/company/drivenbyco/
• Twitter: https://twitter.com/drivenbyco
• Youtube: https://www.youtube.com/channel/UCiWolo8cM_McaxL7IFA4Lpg

Image Credits
Destany Filicetti Taras Karpiuk Celine Gantioqui