Kylie Jenner & Elisabeth Huis in 't Veld

For 15 years now, Tilburg University's incubator, IQONIC, has been guiding start-up entrepreneurs to the top. With advice, coaching, a workplace and funding, they have helped many success stories become reality. In this series of short articles, we let entrepreneurs from the incubator react to famous statements by well-known entrepreneurs: do they think the same, what drives them and where do they stand diametrically opposed to each other? You can read it here!

KYLIE WHO?

American media personality, socialite, model and businesswoman. She has starred in the reality television series Keeping Up with the Kardashians since 2007 and is the founder and owner of the cosmetics company Kylie Cosmetics. 

WHY SHE IS SUCCESSFUL:

Of course she got a good start because of her famous family. But in the end, she created a cosmetics line on her own, she used her name and made it successful. She became the youngest millionaire ever, according to Forbes, in 2019. She very cleverly uses social media to show her products. She uses her own face and striking mouth as a marketing tool on Instagram, among others. The question of whether she is completely self-made is perhaps a bit difficult to answer. What is clear, however, is that Kylie knows better than most - her sisters included - how to leverage such a brand to make it even bigger.

"IT'S ABOUT BEING WHO YOU ARE. IF PEOPLE CAN'T ACCEPT THAT, TOO BAD."


WHO IS ELISABETH THEN?

Elisabeth Huis in 't Veld is an assistant professor in the Department for Cognitive Science and Artificial Intelligence on the one hand, and a start-up entrepreneur on the other. The 'product' she is working on - and which must eventually reach the market 'physically' - has everything to do with a phobia that many people suffer from: the fear of needles and blood. A step by a scientist in the business world, which may seem a bit odd at first sight, but which stems from the practical experiences Huis in 't Veld gained during her work for the not-for-profit blood bank Sanquin, which provides the blood supply in the Netherlands. 

More Elisabeth: https://www.linkedin.com/in/emjhuisintveld/ 

ELISABETH, CAN YOU AGREE WITH KYLIE JENNER'S QUOTE? 

Yes AND No. You have unique qualities as a person that you have to make use of, that got you somewhere. For example, I try not to be guided by what is expected of a "perfect" scientist, such as having to teach a lot or write a lot of articles.  As a scientist and founder, I am enthusiastic and driven by new ideas and innovation, which therefore often conflicts with these activities, but which do make me a suitable academic entrepreneur. But on the other hand, you also need to have a good sense of what your weaknesses are, which ones you can and should adjust, and which team members suit you.

HOW DO YOU USE THE QUOTE OR YOUR INTERPRETATION OF IT IN YOUR ENTREPRENEURSHIP?

I try to be aware of what my unique qualities are, and try to focus on them. Especially as a woman, it is important that you dare to be honest to yourself in what you can do well, and what you do well.

WHAT SUCCESS HAS THAT YIELDED?

By honestly looking at what I am and am not good at or what I do and do not get energy from, versus what it takes to make our business a success, I found my co-founders. Judita Rudokaité is very strong in the computational piece, and because of her neuroscience background also understands very well what it is all about, and knows exactly how to develop the technology to make the idea behind Ainar a reality. Cindy van Goor has so much experience in healthcare and implementing innovations there, and she knows exactly how to talk to our customers and stakeholders, and can keep me and Judita on track. Finally, we have Stefan Nieuwenhuijsen, who, with his experience in a start-up and scale-up, actually gets energy from developing the business aspects. All four of us are completely different personalities, but we speak each other's language and have a good synergy. 

NAME 1 THING THAT HAS ALWAYS STUCK WITH YOU FROM YOUR TIME AT IQONIC

The constant reminder that I have to keep showing the product to customers and users, and not wait until it is "perfect" in my opinion.

IQONIC - represents and supports all aspects of entrepreneurship within Tilburg University. They help students, alumni, academics and employees of Tilburg University to further develop their entrepreneurial mindset, so that they can make a difference in society. IQONIC does this by stimulating and supporting creativity and innovation. 

Did you know that:The Entrepreneurship Center of Tilburg University was founded in 2006? Would you like entrepreneurial support? Contact us and make an appointment with Karen or Dirk https://www.tilburguniversity.edu/form/contact-entrepreneurship