October 1, 2025 • 24 mins
Entrepreneurship is never a straight line—it’s full of zigzags, ups and downs, and lessons learned along the way. In this episode of Founders' Forum, Marc Bernstein sits down with Tatiana Barakshina, PhD, MBA, Managing Partner at Bazis Americas LLC, to explore her remarkable journey from Russia to the U.S. and her path to co-founding a successful healthcare market research firm.
Tatiana shares how her educational journey, from earning her MBA in Illinois to completing her PhD in Chicago, shaped her passion for marketing and consumer insights. She also reflects on the challenges of building a business around client demand, the importance of finding the right team, and how her multicultural company culture drives innovation and collaboration.
Alongside Marc and returning guest Bobby Reed, Executive Producer at Loaded Pixel, Tatiana discusses resilience in entrepreneurship, the value of mentorship, and why humor and sincerity play an unexpected role in leadership and teaching.
Key Takeaways:
- Entrepreneurship is full of ups and downs—every crisis also brings opportunity.
- Building the right team is critical, especially in people-driven industries like research.
- A multicultural workplace culture fosters creativity, connection, and shared pride.
- Having a business partner or mentor provides perspective and support during challenges.
- Humor and honesty can strengthen both teaching and leadership.
About Tatiana Barakshina, PhD, MBA:
I am a founding partner at Bazis Americas, a full-service marketing research agency established in 2006. I teach Consumer Behavior and Marketing Communication courses at the University of Illinois at Chicago and Loyola University Chicago. I have four kids, a husband who works in IT, and a fluffy dog.
Connect:
Website www.bazisamericas.com
LinkedIn linkedin.com/in/tatiana-barakshina , linkedin.com/company/bazisgroup
This episode is brought to you by Bazis Americas; a global healthcare marketing research firm that places patient-centric approaches at the heart of every study. Visit bazisamericas.com to learn more.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Announcer (00:00):
The following programming is sponsored by Marc
J Bernstein.
The views expressed do notnecessarily reflect the views of
this station, its management orPeasley Media Group.
Entrepreneur, founder, authorand financial advisor, Marc
Bernstein helps high-performingbusiness owners turn their
visions into reality.
Through his innovative work andthe Forward Focus Forums, Marc
(00:21):
connects entrepreneurs toresources that fuel their
success.
Founders Forum is a radio showand podcast where entrepreneurs
share their journeys, revealingthe lessons they've learned and
the stories behind their success.
Join Marc and his guests for amix of inspiration, valuable
insights and a little fun.
Now let's dive in.
Marc Bernstein (00:41):
Good morning America.
How are you?
So I have Bobby Reed in thestudio.
He was on a previous show.
I saw you bop into the music alittle bit.
Do you like that music?
Bobby Reed (00:48):
I just you know, I'm in a good mood.
Marc Bernstein (00:50):
Oh, okay.
Bobby Reed (00:50):
Feeling it.
Yeah, Nice day.
Marc Bernstein (00:51):
Okay, that was my music.
Bobby Reed (00:52):
That's why I'm asking.
I created that music, nice,good job, my original music.
Marc Bernstein (00:56):
It's a song called Should I by the band
called Fret, which you canlisten to on all your streaming
services.
I never plugged that, but sinceI saw you enjoying it.
I thought I'd mention it, and wehave Tatiana in the studio and
we always start out with thetopic of the day.
And something I've beenthinking about a lot over the
last couple of days and came upin my conversation with Bobby,
(01:19):
as we had a live radio show withhim just a little while ago and
the idea of that entrepreneurs.
One of the themes of the showis that it's never a straight
line in entrepreneurship.
There's always some struggles,some challenges, struggles.
Maybe not everyone hasstruggles, but everyone has
challenges and everybody has upsand downs and you know,
(01:40):
business is up, business is down, there's hills and valleys and
different people have differentways of dealing with that.
I'll let Bobby go first,because I love his answer, and
then we're going to ask Tatianaand then we'll get into the rest
of our show.
So, bobby, how do you approachthose kind of hills and valleys?
Bobby Reed (01:58):
Hills and valleys.
I mean, I think we talked aboutthis before.
It's ignorance is bliss.
You know.
There's no other option.
I don't have a backup plan.
There's no like hey, move backin with my parents.
There's nothing I'm on anisland over here moving forward,
otherwise I am out of luck, sothere's no other option.
Marc Bernstein (02:20):
So, bobby, if you listen to this show, I won't
go through it again.
But he's a river person, he hasno other options and that's the
way he handles it, and thatworks for certain people.
Other people, I'm more like agoals person, which means
there's other things I could do,so I have to have goals in
front of me and ways ofadjusting in order to keep
moving in that direction.
Tatiana, how about you?
How have you dealt with thosekind of situations?
Tatiana Barakshina, PhD, M (02:41):
Yeah , you were saying and I'm
picturing ups and downs and I'malso picturing this zigzag, so
how do I deal with both?
Right, I think for us, maybethe first crisis is usually very
difficult, but then, once youare out of it, then I think you
know that these things pass,they come in very quickly and
(03:04):
then it's very scary, but thenyou need to remember that.
Give it time and regardless,honestly, with what you do, you
can stay calm, you can be veryemotional, but they will
continue to go and change.
Marc Bernstein (03:20):
And I think, yeah, so I like little phrases,
because it always reminds me inthe here of this too shall pass,
which I think is a biblicalphrase.
But there's also we weretalking about George Harrison
earlier there's all things mustpass, the same idea.
Bobby Reed (03:34):
Yeah.
Marc Bernstein (03:35):
And almost a spiritual philosophy.
But it's, that's great, it's agood thing to and, as you said
to me earlier, Tatiana, you'dalways know it's going to pass
when you're in it.
Sometimes it seems like maybeit's never going to end, but
from experience after a whileyou know that's the case, right.
Tatiana Barakshina, PhD, M (03:54):
Yeah , but then you think also,
what's the opportunity?
Because you know that theremust be an opportunity related
to this crisis, and I know somepeople are much better in seeing
these opportunities.
I myself is more of astraightforward person, but my
business partner is alwaysspinning it in such a way that
(04:16):
look, okay, that's a crisis, butnow we need to look for what's
the opportunity that's coming.
Marc Bernstein (04:22):
That's another great possibility.
With challenges comeopportunity.
There's no question about that,and I think the more experience
you get as an entrepreneur, themore you recognize that.
So great little conversation.
Let me formally introduce.
Well, first of all, bobby Reedis with us again today and he's
executive producer and founderof Loaded Pixel, a video
(04:42):
production company.
Tatiana Barakshina, PhD and MBA, is managing partner at Bazis
Americas LLC, a full-servicemarketing research agency
established in 2006.
She teaches consumer behaviorand marketing communications
courses at University ofIllinois in Chicago and Loyola
(05:04):
University of Chicago.
She has four kids, which we'refinding is an important part of
her story, and a husband whoworks in IT and a fluffy dog.
So I forgot to ask you this,but what's your dog's name?
The fluffy dog.
Tatiana Barakshina, PhD, MBA (05:18):
Oh , you know the dog.
Okay, he used to be fluffy, butthen he got a haircut.
Oh, he's not fluffy.
Marc Bernstein (05:24):
He used to be fluffy, but then he got a
haircut.
Tatiana Barakshina, PhD, MBA (05:25):
So now, he's so skinny and he
looks so sad, but he's afantastic Irish Witten terrier.
His name is Thorin and Thorinis actually one of the dwarves.
It's a very glorious dwarf inthe Lord of the Rings.
Marc Bernstein (05:45):
My family is a big fan.
Oh yeah, yeah, yeah.
Tatiana Barakshina, PhD, MBA (05:47):
So we were choosing the name,
contemplating for three days,and they wanted a glorious name,
but the dog is completelyopposite to glorious.
Marc Bernstein (05:58):
Well, I can relate to the hair thing,
because my dog is Arlo.
He's a Bernadoodle, so he'svery fluffy.
But when he gets his hair cuthe's a Bernadoodle, so he's very
fluffy, but when he gets hishaircut he's a really skinny
poodle.
You know, his body is, his facelooks like a Bernese mountain
dog, his body is like a poodle.
So everyone thinks oh he's, youknow, he's well-built, he's,
(06:21):
you know, husky dog.
Announcer (06:21):
Once the hair goes, he's, he's all bones.
Marc Bernstein (06:22):
Anyway, bones, yeah Anyway.
So welcome Tatiana, nice tohave you here today, Thank you.
So you're originally fromRussia.
Tell us how you came to Americaand how your education began
and how you eventually came tostart Bazis.
Tatiana Barakshina, PhD, M (06:39):
Well , we came twice, actually, both
times for a degree.
So the first time I came Ithink it was 2000 for an MBA.
So I was enrolled at BradleyUniversity it's central central
Illinois.
It was honestly the fantasticexperience for me.
The educational system here isdifferent, I think.
(07:04):
Here the teachers are reallyperformers and it was the first
time I've experienced that.
So I literally was just sittingthere just shocked on how
interesting and entertainingeverybody, especially my
marketing professors, were.
So that's how I fell in lovewith marketing and I just
(07:25):
continued on that path.
And then we went back to Russiawhere I met my business partner
, michael.
Marc Bernstein (07:37):
So we started by the way, you said we went back,
were you married at the time?
Yeah, yeah, yeah, we came.
Tatiana Barakshina, PhD, MB (07:42):
Yes , I came together with my
husband Dmitry, and it it wasfantastic because we didn't have
anybody else here.
So it, um, you know, that's themain support if, if you have a
person, uh, close right.
Marc Bernstein (07:58):
So yeah, so you met michael, your partner, and
then you all came back toamerica to start your business.
Tatiana Barakshina, PhD, MBA (08:04):
I guess then right yeah, well, it
it, it, it came.
Uh, it came about in slightlydifferent ways, but I came back
for a PhD because I, you know,the MBA was in Peoria, illinois,
and it's a wonderful place, butit's a small town in central
Illinois.
So everybody is aspiring inPeoria to be in Chicago.
Marc Bernstein (08:29):
Isn't Peoria like the quintessential small
town Like you hear it's like,famous for being a small town?
Tatiana Barakshina, PhD, MBA (08:35):
It is here in the US, but it
wasn't for me.
Marc Bernstein (08:38):
Right right, right right.
Tatiana Barakshina, PhD, MBA (08:40):
I only learned that I happen to be
in a quintessential small townonly after you know two or three
years in Peoria.
So I still get.
I don't know if you know what Imean.
So when I drive into Peoriathere is like a road.
You come in.
I get this special feeling.
(09:01):
It's a very nice feeling alittle bit excitement, a little
bit nostalgia, but it is verydeep in my heart.
I really love the place.
I get the same feeling when I'mflying into Yekaterinburg,
which is my hometown in Russia,but also Peoria gives me the
same feeling.
But anyway, the aspirationswere towards Chicago and that's
(09:23):
where I got accepted to a PhDprogram University of Illinois
in Chicago.
So we were very excited to comeback.
So we came back as a familyalready and my second son was
born here.
He was born in the first monthof the PhD program.
(09:44):
So you know the topic of mydissertation.
I chose it was about medicaldecision makings in pregnancy
and childbirth because that'swhat I was experiencing in
coming here.
Marc Bernstein (10:00):
So I just have to say in talking to you
previously, you're very educatedand you're professorial because
you're a professor.
So I didn't first see yoursense of humor, but as the more
I'm talking to you I realizehumor is very important to you
the entertaining professors.
We were talking about comediansa little bit before and I see
that you see the humor in a lotof the things that have happened
(10:23):
to you.
I think over over time.
Is that a good assumption?
Tatiana Barakshina, PhD, M (10:26):
yeah , but you know, I just heard
from one of my students recently.
He didn't really attend, youknow, most of the or some of the
meetings, I would say, and hesaid you know, some of your
classes actually felt like alecture and that's not a good
thing.
So I learned that theyshouldn't be.
(10:46):
They shouldn't be a lecture.
We always should be doingsomething hands-on, something
entertaining, something focusedon how do you do things and
discussing, but lectures now, Ithink, are kind of trickling
down.
Marc Bernstein (11:02):
So, yeah, so you're learning to be a
performer Performer yeah, got it.
Got it Interesting.
So let's go back to the companyand how you started the company
and I'm always interested inyou know the challenges in
starting a new company.
What did that look like?
Tatiana Barakshina, PhD, MB (11:20):
are actually also different ways
starting companies or gettinginto the business.
So we got into this businessbecause we already had a client
(11:41):
who was looking for certainservices.
So we just continued to set upa business around this initial
big project or initial bigrequest.
So you do something that youknow how to do and you turn it
into a business right.
Then you start offering thisservice.
But I was always curious howpeople actually come up with the
service and idea concept andthen set up the business and
(12:02):
start selling.
So that part we've nevermanaged that well.
It's always first the demand,then you build the offer around
it.
But I know that other ways arealso possible.
Marc Bernstein (12:14):
Interesting.
So doing it that way, what kindof challenges did you face?
Tatiana Barakshina, PhD, MBA (12:20):
I think the initial challenge is
getting the team together,because we are in consulting and
research business.
So, if you think about it, allwe do is really intellectual
property.
Okay, we need our laptops Idon't even need a chair, frankly
.
So we don't own machinery, wedon't own buildings, we don't
(12:42):
own newspapers.
So all we do is basically talkto people, analyze what they say
and explain it to our clients.
So it's really all about theteam.
It's all about the people whoare carrying this information.
So setting up, finding theright team, was the first
(13:03):
challenge.
But I think that's actually whywe were successful, because we
were incredibly lucky in thefirst three or four people who
joined Bazzi's team.
We just found really fantastic,dedicated and in research you
get people who are reallycurious, who really like to
(13:25):
continue to keep digging, tokeep asking questions, and we
were really lucky that we gotthis.
We were all a bit younger then,so many of our team members
were right out of the university.
Marc Bernstein (13:40):
And I think you're good at retaining your
team members.
They've been with you a longtime, I believe, right.
Tatiana Barakshina, PhD, MBA (13:47):
So , yes, many, many researchers
stay with us and actually thefirst person we hired, ekaterina
, is an executive director now,so it's been quite a while and
(14:09):
she's working at Bizes and forme it's a huge sign as well.
It's a huge compliment or apositive thing.
Marc Bernstein (14:19):
How many employees do you have?
Tatiana Barakshina, PhD, MBA (14:23):
We have now about 15 people.
Marc Bernstein (14:26):
And they're all researchers pretty much.
Tatiana Barakshina, PhD, M (14:30):
They are all.
Yes, we specialize in slightlydifferent things.
There is qualitative research,as what you do now, right, you
are asking questions, you arelooking for truth, you are
trying to understand theattitudes, the true feelings.
Marc Bernstein (14:48):
So I'm a qualitative researcher.
That's what I'm going to starttelling people.
I'm a qualitative researcher.
Tatiana Barakshina, PhD, M (14:56):
Yeah , it doesn't sound too glorious
for everybody, but I love it.
Yeah, I think.
Marc Bernstein (15:01):
I like it.
I might start using that.
Go ahead, and then you haveothers.
Tatiana Barakshina, PhD, MB (15:04):
The other side, sorry yeah.
Marc Bernstein (15:06):
Go ahead.
I'm sorry.
Tatiana Barakshina, PhD, M (15:08):
Yeah , so the other side is what we
call quantitative research.
Marc Bernstein (15:13):
I figured that was coming.
Tatiana Barakshina, PhD, (15:14):
That's about the numbers, that's about
modeling, that's aboutpredictions.
That's about modeling.
That's about predictions.
Marc Bernstein (15:21):
That's really a fun field as well.
This is actually a perfect timefor us to take a commercial
break, because we are more thanhalfway in the show.
I would say time flies whenwe're having this much fun, so
we'll take a quick break andwe'll be right back on Founders
Forum.
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Marc Bernstein (16:22):
Hi, we're back on Founders Forum with our guest
today, Tatiana, and Bobby Reedis with us in the studio.
Tatiana, I wanted to ask youabout and we were getting
towards this the culture thatyou've built at the company.
I think some of it might beintentional and some of it might
be accidental, but I know youhave kind of a unique culture.
Tatiana Barakshina, PhD, MBA (16:45):
So if you could talk about that a
little bit.
Yeah, so I think your questionis really about maybe
organizational culture orcompany culture.
But for us it turns out thatour I don't know background and
the country culture makes a bigpart of who we are as a Bazis
team.
So it turned out and again, Idon't think it was intentional,
(17:07):
but I'm so happy that we have itthis way now in the US that we
have a very multicultural team.
So we have somebody from India.
We worked with someone fromIran, we have somebody from
China.
We have I have a colleague whospeaks literally she speaks
(17:30):
seven languages.
So a lot of our off workconversations are about.
So yeah, you know, traditionsthe word traditions I think it's
a big heavy word and it's a biggeneric word.
But, for example, yesterday,the loudest moment in our day
(17:55):
and we were all literally cryingand shouting and yelling was
because the RCB team, a cricketteam from Bangalore, won a
championship first time in 18years.
So that's the pride I felt, andI've never been to Bangalore,
(18:16):
but the pride I felt with mycolleague is really what makes
our company culture.
And I think it's good if youare a qualitative researcher,
because you are kind of openthis way to everybody else who
you're talking to, right?
So you're again curious.
You're interested to understandwhat's driving different people
(18:39):
to make those differentdecisions.
Marc Bernstein (18:42):
Yes, and how does that?
I know it helps bring the teamcloser, because you talk about
various traditions and I thinkyou've said you go out to
different kinds of internationalrestaurants and things like
that.
Right, celebrate over food andthings like that.
Am I right about that?
Tatiana Barakshina, PhD, MB (19:01):
Yes , that's a great point.
It's always a big debate whichcountry cuisine to choose.
We all have different tastes.
And then we always laugh aboutthe spice level.
I don't know if it's aconversation around your table
(19:22):
or in your team, but for us it'sa very deep conversation on
okay, what is the spice level?
How much can you take it?
That always comes along withthe choice of a restaurant.
Marc Bernstein (19:34):
Gotcha Bob, you had a question.
Bobby Reed (19:36):
Yeah, I had a question, I mean as a founder,
when I started my company andthen, as I've grown over the
years, I never had anyone totalk to about it.
I mean, I had a couple mentorsand things, and so when you're
going through these ups anddowns or different challenges or
you want to figure somethingout, did you ever did you find
someone to talk to?
Did you find an outlet ofpeople or mentors or anybody
(19:57):
that you can talk to that knowwhat you're going through?
Tatiana Barakshina, PhD, (20:00):
outlet of people or mentors or anybody
that you can talk to, that knowwhat you're going through.
So you know it's an amazingquestion because we were lucky
in the way that I have abusiness partner.
So we together co-founded Vysisand it's been.
Of course we argue all the time.
Of course we have verydifferent preferences when it
comes to design, maybe somewording, maybe sometimes even
(20:21):
the direction, but in the mostimportant moments you really
need to rely on somebody whoknows and who likes the topic
you are discussing.
And of course, the family isalways there to support.
But when it comes to thedetails, maybe they don't always
want to hear all thenitty-gritty of your business.
(20:43):
So just having a businesspartner and having very
different skill sets and verydifferent even life perspectives
, that was a huge plus for me asa co-founder, as a co-partner
in the business.
Bobby Reed (20:59):
Yeah for sure.
A co founder as a co-partner inthe business?
Yeah for sure.
Yeah, it's hard to you know, tojust know you know what to do,
or just you know you needsomebody just to either vent to
but somebody that's been throughit before or there's, I guess,
going.
You use your business partner,I use a mentor, because
sometimes my business partnerdoesn't really he doesn't want
to, he's like I'm doing thiswith, with you, like we're kind
of in the we're in the mudtogether and it's nice to have a
(21:20):
outline, an outside perspectiveof um, you know, hey, when I
did this, you know my company,you know, have somebody else say
it.
Tatiana Barakshina, PhD, MBA (21:26):
So I, I, I hear you the.
The mentorship is an important,uh, definitely an important
part, and now you are sayingthat that indeed me too.
I also have a mentor that Ioccasionally, but you don't even
need to sometimes to speakdirectly.
I have this conversation in myhead.
(21:46):
Yeah, knowing what thepotential advice could be just
to calm down, yeah, for sure.
Marc Bernstein (21:55):
Great question.
I enjoyed that conversationbetween you guys on this.
We only have less than a minuteleft, so I wanted to ask you I
know you're a reader, Tatianawhat are you currently reading?
Tatiana Barakshina, PhD, MBA (22:07):
So I just finished, actually Nora
Ephron's book.
Marc Bernstein (22:14):
There's the humor again.
Tatiana Barakshina, PhD, MBA (22:17):
I feel bad about my neck and I've
heard about Norea Frantz, butshe's such a big figure here in
the US and through her books Iwas learning about her.
Again, it's the humor.
It's how she loved to host, howshe loved to cook, and in the
(22:38):
background she was switchinghusbands, growing the career,
you know, finding friends.
It's a very sincere book for me.
So she's talking.
She seems like a person whoshould have everything figured
out and yet by the end of thebook she opens up and she says
that frankly, I still don't knowwhat I'm doing.
(23:01):
And I think that was reallysomething that appealed to me,
that sincerity, that she wasreally honest about it.
Sometimes I feel I know whatI'm doing and sometimes I wonder
if it's the right direction.
Bobby Reed (23:17):
That's entrepreneurship right there.
Marc Bernstein (23:19):
And you're full of surprises, Tatiana, because
we're first talking to you.
I said your humor and yourhumanity has been coming out as
we've spoken more and more and Iappreciate that and it was
great having you on the show andwe are out of time, so I want
to thank you both for being heretoday.
Thank you, bobby, for beinghere again and Tatiana, thanks
(23:40):
for being here and thank you allfor listening and look forward
to speaking with you again nextweek on Founders Forum.
Announcer (24:06):
We hope you enjoyed your time with Founders Forum
today and you found value totake with you throughout your
day.
Join us again next week foranother episode of Founders
Forum on WWDB Talk Radio andalways at the Founders Forum
show page at wwwdbamcom.
The following programming is sponsored by Marc
J Bernstein.
The views expressed do notnecessarily reflect the views of
this station, its management orPeasley Media Group.
Entrepreneur, founder, authorand financial advisor, Marc
Bernstein helps high-performingbusiness owners turn their
visions into reality.
Through his innovative work andthe Forward Focus Forums, Marc
(00:21):
connects entrepreneurs toresources that fuel their
success.
Founders Forum is a radio showand podcast where entrepreneurs
share their journeys, revealingthe lessons they've learned and
the stories behind their success.
Join Marc and his guests for amix of inspiration, valuable
insights and a little fun.
Now let's dive in.
Marc Bernstein (00:41):
Good morning America.
How are you?
So I have Bobby Reed in thestudio.
He was on a previous show.
I saw you bop into the music alittle bit.
Do you like that music?
Bobby Reed (00:48):
I just you know, I'm in a good mood.
Marc Bernstein (00:50):
Oh, okay.
Bobby Reed (00:50):
Feeling it.
Yeah, Nice day.
Marc Bernstein (00:51):
Okay, that was my music.
Bobby Reed (00:52):
That's why I'm asking.
I created that music, nice,good job, my original music.
Marc Bernstein (00:56):
It's a song called Should I by the band
called Fret, which you canlisten to on all your streaming
services.
I never plugged that, but sinceI saw you enjoying it.
I thought I'd mention it, and wehave Tatiana in the studio and
we always start out with thetopic of the day.
And something I've beenthinking about a lot over the
last couple of days and came upin my conversation with Bobby,
(01:19):
as we had a live radio show withhim just a little while ago and
the idea of that entrepreneurs.
One of the themes of the showis that it's never a straight
line in entrepreneurship.
There's always some struggles,some challenges, struggles.
Maybe not everyone hasstruggles, but everyone has
challenges and everybody has upsand downs and you know,
(01:40):
business is up, business is down, there's hills and valleys and
different people have differentways of dealing with that.
I'll let Bobby go first,because I love his answer, and
then we're going to ask Tatianaand then we'll get into the rest
of our show.
So, bobby, how do you approachthose kind of hills and valleys?
Bobby Reed (01:58):
Hills and valleys.
I mean, I think we talked aboutthis before.
It's ignorance is bliss.
You know.
There's no other option.
I don't have a backup plan.
There's no like hey, move backin with my parents.
There's nothing I'm on anisland over here moving forward,
otherwise I am out of luck, sothere's no other option.
Marc Bernstein (02:20):
So, bobby, if you listen to this show, I won't
go through it again.
But he's a river person, he hasno other options and that's the
way he handles it, and thatworks for certain people.
Other people, I'm more like agoals person, which means
there's other things I could do,so I have to have goals in
front of me and ways ofadjusting in order to keep
moving in that direction.
Tatiana, how about you?
How have you dealt with thosekind of situations?
Tatiana Barakshina, PhD, M (02:41):
Yeah , you were saying and I'm
picturing ups and downs and I'malso picturing this zigzag, so
how do I deal with both?
Right, I think for us, maybethe first crisis is usually very
difficult, but then, once youare out of it, then I think you
know that these things pass,they come in very quickly and
(03:04):
then it's very scary, but thenyou need to remember that.
Give it time and regardless,honestly, with what you do, you
can stay calm, you can be veryemotional, but they will
continue to go and change.
Marc Bernstein (03:20):
And I think, yeah, so I like little phrases,
because it always reminds me inthe here of this too shall pass,
which I think is a biblicalphrase.
But there's also we weretalking about George Harrison
earlier there's all things mustpass, the same idea.
Bobby Reed (03:34):
Yeah.
Marc Bernstein (03:35):
And almost a spiritual philosophy.
But it's, that's great, it's agood thing to and, as you said
to me earlier, Tatiana, you'dalways know it's going to pass
when you're in it.
Sometimes it seems like maybeit's never going to end, but
from experience after a whileyou know that's the case, right.
Tatiana Barakshina, PhD, M (03:54):
Yeah , but then you think also,
what's the opportunity?
Because you know that theremust be an opportunity related
to this crisis, and I know somepeople are much better in seeing
these opportunities.
I myself is more of astraightforward person, but my
business partner is alwaysspinning it in such a way that
(04:16):
look, okay, that's a crisis, butnow we need to look for what's
the opportunity that's coming.
Marc Bernstein (04:22):
That's another great possibility.
With challenges comeopportunity.
There's no question about that,and I think the more experience
you get as an entrepreneur, themore you recognize that.
So great little conversation.
Let me formally introduce.
Well, first of all, bobby Reedis with us again today and he's
executive producer and founderof Loaded Pixel, a video
(04:42):
production company.
Tatiana Barakshina, PhD and MBA, is managing partner at Bazis
Americas LLC, a full-servicemarketing research agency
established in 2006.
She teaches consumer behaviorand marketing communications
courses at University ofIllinois in Chicago and Loyola
(05:04):
University of Chicago.
She has four kids, which we'refinding is an important part of
her story, and a husband whoworks in IT and a fluffy dog.
So I forgot to ask you this,but what's your dog's name?
The fluffy dog.
Tatiana Barakshina, PhD, MBA (05:18):
Oh , you know the dog.
Okay, he used to be fluffy, butthen he got a haircut.
Oh, he's not fluffy.
Marc Bernstein (05:24):
He used to be fluffy, but then he got a
haircut.
Tatiana Barakshina, PhD, MBA (05:25):
So now, he's so skinny and he
looks so sad, but he's afantastic Irish Witten terrier.
His name is Thorin and Thorinis actually one of the dwarves.
It's a very glorious dwarf inthe Lord of the Rings.
Marc Bernstein (05:45):
My family is a big fan.
Oh yeah, yeah, yeah.
Tatiana Barakshina, PhD, MBA (05:47):
So we were choosing the name,
contemplating for three days,and they wanted a glorious name,
but the dog is completelyopposite to glorious.
Marc Bernstein (05:58):
Well, I can relate to the hair thing,
because my dog is Arlo.
He's a Bernadoodle, so he'svery fluffy.
But when he gets his hair cuthe's a Bernadoodle, so he's very
fluffy, but when he gets hishaircut he's a really skinny
poodle.
You know, his body is, his facelooks like a Bernese mountain
dog, his body is like a poodle.
So everyone thinks oh he's, youknow, he's well-built, he's,
(06:21):
you know, husky dog.
Announcer (06:21):
Once the hair goes, he's, he's all bones.
Marc Bernstein (06:22):
Anyway, bones, yeah Anyway.
So welcome Tatiana, nice tohave you here today, Thank you.
So you're originally fromRussia.
Tell us how you came to Americaand how your education began
and how you eventually came tostart Bazis.
Tatiana Barakshina, PhD, M (06:39):
Well , we came twice, actually, both
times for a degree.
So the first time I came Ithink it was 2000 for an MBA.
So I was enrolled at BradleyUniversity it's central central
Illinois.
It was honestly the fantasticexperience for me.
The educational system here isdifferent, I think.
(07:04):
Here the teachers are reallyperformers and it was the first
time I've experienced that.
So I literally was just sittingthere just shocked on how
interesting and entertainingeverybody, especially my
marketing professors, were.
So that's how I fell in lovewith marketing and I just
(07:25):
continued on that path.
And then we went back to Russiawhere I met my business partner
, michael.
Marc Bernstein (07:37):
So we started by the way, you said we went back,
were you married at the time?
Yeah, yeah, yeah, we came.
Tatiana Barakshina, PhD, MB (07:42):
Yes , I came together with my
husband Dmitry, and it it wasfantastic because we didn't have
anybody else here.
So it, um, you know, that's themain support if, if you have a
person, uh, close right.
Marc Bernstein (07:58):
So yeah, so you met michael, your partner, and
then you all came back toamerica to start your business.
Tatiana Barakshina, PhD, MBA (08:04):
I guess then right yeah, well, it
it, it, it came.
Uh, it came about in slightlydifferent ways, but I came back
for a PhD because I, you know,the MBA was in Peoria, illinois,
and it's a wonderful place, butit's a small town in central
Illinois.
So everybody is aspiring inPeoria to be in Chicago.
Marc Bernstein (08:29):
Isn't Peoria like the quintessential small
town Like you hear it's like,famous for being a small town?
Tatiana Barakshina, PhD, MBA (08:35):
It is here in the US, but it
wasn't for me.
Marc Bernstein (08:38):
Right right, right right.
Tatiana Barakshina, PhD, MBA (08:40):
I only learned that I happen to be
in a quintessential small townonly after you know two or three
years in Peoria.
So I still get.
I don't know if you know what Imean.
So when I drive into Peoriathere is like a road.
You come in.
I get this special feeling.
(09:01):
It's a very nice feeling alittle bit excitement, a little
bit nostalgia, but it is verydeep in my heart.
I really love the place.
I get the same feeling when I'mflying into Yekaterinburg,
which is my hometown in Russia,but also Peoria gives me the
same feeling.
But anyway, the aspirationswere towards Chicago and that's
(09:23):
where I got accepted to a PhDprogram University of Illinois
in Chicago.
So we were very excited to comeback.
So we came back as a familyalready and my second son was
born here.
He was born in the first monthof the PhD program.
(09:44):
So you know the topic of mydissertation.
I chose it was about medicaldecision makings in pregnancy
and childbirth because that'swhat I was experiencing in
coming here.
Marc Bernstein (10:00):
So I just have to say in talking to you
previously, you're very educatedand you're professorial because
you're a professor.
So I didn't first see yoursense of humor, but as the more
I'm talking to you I realizehumor is very important to you
the entertaining professors.
We were talking about comediansa little bit before and I see
that you see the humor in a lotof the things that have happened
(10:23):
to you.
I think over over time.
Is that a good assumption?
Tatiana Barakshina, PhD, M (10:26):
yeah , but you know, I just heard
from one of my students recently.
He didn't really attend, youknow, most of the or some of the
meetings, I would say, and hesaid you know, some of your
classes actually felt like alecture and that's not a good
thing.
So I learned that theyshouldn't be.
(10:46):
They shouldn't be a lecture.
We always should be doingsomething hands-on, something
entertaining, something focusedon how do you do things and
discussing, but lectures now, Ithink, are kind of trickling
down.
Marc Bernstein (11:02):
So, yeah, so you're learning to be a
performer Performer yeah, got it.
Got it Interesting.
So let's go back to the companyand how you started the company
and I'm always interested inyou know the challenges in
starting a new company.
What did that look like?
Tatiana Barakshina, PhD, MB (11:20):
are actually also different ways
starting companies or gettinginto the business.
So we got into this businessbecause we already had a client
(11:41):
who was looking for certainservices.
So we just continued to set upa business around this initial
big project or initial bigrequest.
So you do something that youknow how to do and you turn it
into a business right.
Then you start offering thisservice.
But I was always curious howpeople actually come up with the
service and idea concept andthen set up the business and
(12:02):
start selling.
So that part we've nevermanaged that well.
It's always first the demand,then you build the offer around
it.
But I know that other ways arealso possible.
Marc Bernstein (12:14):
Interesting.
So doing it that way, what kindof challenges did you face?
Tatiana Barakshina, PhD, MBA (12:20):
I think the initial challenge is
getting the team together,because we are in consulting and
research business.
So, if you think about it, allwe do is really intellectual
property.
Okay, we need our laptops Idon't even need a chair, frankly
.
So we don't own machinery, wedon't own buildings, we don't
(12:42):
own newspapers.
So all we do is basically talkto people, analyze what they say
and explain it to our clients.
So it's really all about theteam.
It's all about the people whoare carrying this information.
So setting up, finding theright team, was the first
(13:03):
challenge.
But I think that's actually whywe were successful, because we
were incredibly lucky in thefirst three or four people who
joined Bazzi's team.
We just found really fantastic,dedicated and in research you
get people who are reallycurious, who really like to
(13:25):
continue to keep digging, tokeep asking questions, and we
were really lucky that we gotthis.
We were all a bit younger then,so many of our team members
were right out of the university.
Marc Bernstein (13:40):
And I think you're good at retaining your
team members.
They've been with you a longtime, I believe, right.
Tatiana Barakshina, PhD, MBA (13:47):
So , yes, many, many researchers
stay with us and actually thefirst person we hired, ekaterina
, is an executive director now,so it's been quite a while and
(14:09):
she's working at Bizes and forme it's a huge sign as well.
It's a huge compliment or apositive thing.
Marc Bernstein (14:19):
How many employees do you have?
Tatiana Barakshina, PhD, MBA (14:23):
We have now about 15 people.
Marc Bernstein (14:26):
And they're all researchers pretty much.
Tatiana Barakshina, PhD, M (14:30):
They are all.
Yes, we specialize in slightlydifferent things.
There is qualitative research,as what you do now, right, you
are asking questions, you arelooking for truth, you are
trying to understand theattitudes, the true feelings.
Marc Bernstein (14:48):
So I'm a qualitative researcher.
That's what I'm going to starttelling people.
I'm a qualitative researcher.
Tatiana Barakshina, PhD, M (14:56):
Yeah , it doesn't sound too glorious
for everybody, but I love it.
Yeah, I think.
Marc Bernstein (15:01):
I like it.
I might start using that.
Go ahead, and then you haveothers.
Tatiana Barakshina, PhD, MB (15:04):
The other side, sorry yeah.
Marc Bernstein (15:06):
Go ahead.
I'm sorry.
Tatiana Barakshina, PhD, M (15:08):
Yeah , so the other side is what we
call quantitative research.
Marc Bernstein (15:13):
I figured that was coming.
Tatiana Barakshina, PhD, (15:14):
That's about the numbers, that's about
modeling, that's aboutpredictions.
That's about modeling.
That's about predictions.
Marc Bernstein (15:21):
That's really a fun field as well.
This is actually a perfect timefor us to take a commercial
break, because we are more thanhalfway in the show.
I would say time flies whenwe're having this much fun, so
we'll take a quick break andwe'll be right back on Founders
Forum.
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Marc Bernstein (16:22):
Hi, we're back on Founders Forum with our guest
today, Tatiana, and Bobby Reedis with us in the studio.
Tatiana, I wanted to ask youabout and we were getting
towards this the culture thatyou've built at the company.
I think some of it might beintentional and some of it might
be accidental, but I know youhave kind of a unique culture.
Tatiana Barakshina, PhD, MBA (16:45):
So if you could talk about that a
little bit.
Yeah, so I think your questionis really about maybe
organizational culture orcompany culture.
But for us it turns out thatour I don't know background and
the country culture makes a bigpart of who we are as a Bazis
team.
So it turned out and again, Idon't think it was intentional,
(17:07):
but I'm so happy that we have itthis way now in the US that we
have a very multicultural team.
So we have somebody from India.
We worked with someone fromIran, we have somebody from
China.
We have I have a colleague whospeaks literally she speaks
(17:30):
seven languages.
So a lot of our off workconversations are about.
So yeah, you know, traditionsthe word traditions I think it's
a big heavy word and it's a biggeneric word.
But, for example, yesterday,the loudest moment in our day
(17:55):
and we were all literally cryingand shouting and yelling was
because the RCB team, a cricketteam from Bangalore, won a
championship first time in 18years.
So that's the pride I felt, andI've never been to Bangalore,
(18:16):
but the pride I felt with mycolleague is really what makes
our company culture.
And I think it's good if youare a qualitative researcher,
because you are kind of openthis way to everybody else who
you're talking to, right?
So you're again curious.
You're interested to understandwhat's driving different people
(18:39):
to make those differentdecisions.
Marc Bernstein (18:42):
Yes, and how does that?
I know it helps bring the teamcloser, because you talk about
various traditions and I thinkyou've said you go out to
different kinds of internationalrestaurants and things like
that.
Right, celebrate over food andthings like that.
Am I right about that?
Tatiana Barakshina, PhD, MB (19:01):
Yes , that's a great point.
It's always a big debate whichcountry cuisine to choose.
We all have different tastes.
And then we always laugh aboutthe spice level.
I don't know if it's aconversation around your table
(19:22):
or in your team, but for us it'sa very deep conversation on
okay, what is the spice level?
How much can you take it?
That always comes along withthe choice of a restaurant.
Marc Bernstein (19:34):
Gotcha Bob, you had a question.
Bobby Reed (19:36):
Yeah, I had a question, I mean as a founder,
when I started my company andthen, as I've grown over the
years, I never had anyone totalk to about it.
I mean, I had a couple mentorsand things, and so when you're
going through these ups anddowns or different challenges or
you want to figure somethingout, did you ever did you find
someone to talk to?
Did you find an outlet ofpeople or mentors or anybody
(19:57):
that you can talk to that knowwhat you're going through?
Tatiana Barakshina, PhD, (20:00):
outlet of people or mentors or anybody
that you can talk to, that knowwhat you're going through.
So you know it's an amazingquestion because we were lucky
in the way that I have abusiness partner.
So we together co-founded Vysisand it's been.
Of course we argue all the time.
Of course we have verydifferent preferences when it
comes to design, maybe somewording, maybe sometimes even
(20:21):
the direction, but in the mostimportant moments you really
need to rely on somebody whoknows and who likes the topic
you are discussing.
And of course, the family isalways there to support.
But when it comes to thedetails, maybe they don't always
want to hear all thenitty-gritty of your business.
(20:43):
So just having a businesspartner and having very
different skill sets and verydifferent even life perspectives
, that was a huge plus for me asa co-founder, as a co-partner
in the business.
Bobby Reed (20:59):
Yeah for sure.
A co founder as a co-partner inthe business?
Yeah for sure.
Yeah, it's hard to you know, tojust know you know what to do,
or just you know you needsomebody just to either vent to
but somebody that's been throughit before or there's, I guess,
going.
You use your business partner,I use a mentor, because
sometimes my business partnerdoesn't really he doesn't want
to, he's like I'm doing thiswith, with you, like we're kind
of in the we're in the mudtogether and it's nice to have a
(21:20):
outline, an outside perspectiveof um, you know, hey, when I
did this, you know my company,you know, have somebody else say
it.
Tatiana Barakshina, PhD, MBA (21:26):
So I, I, I hear you the.
The mentorship is an important,uh, definitely an important
part, and now you are sayingthat that indeed me too.
I also have a mentor that Ioccasionally, but you don't even
need to sometimes to speakdirectly.
I have this conversation in myhead.
(21:46):
Yeah, knowing what thepotential advice could be just
to calm down, yeah, for sure.
Marc Bernstein (21:55):
Great question.
I enjoyed that conversationbetween you guys on this.
We only have less than a minuteleft, so I wanted to ask you I
know you're a reader, Tatianawhat are you currently reading?
Tatiana Barakshina, PhD, MBA (22:07):
So I just finished, actually Nora
Ephron's book.
Marc Bernstein (22:14):
There's the humor again.
Tatiana Barakshina, PhD, MBA (22:17):
I feel bad about my neck and I've
heard about Norea Frantz, butshe's such a big figure here in
the US and through her books Iwas learning about her.
Again, it's the humor.
It's how she loved to host, howshe loved to cook, and in the
(22:38):
background she was switchinghusbands, growing the career,
you know, finding friends.
It's a very sincere book for me.
So she's talking.
She seems like a person whoshould have everything figured
out and yet by the end of thebook she opens up and she says
that frankly, I still don't knowwhat I'm doing.
(23:01):
And I think that was reallysomething that appealed to me,
that sincerity, that she wasreally honest about it.
Sometimes I feel I know whatI'm doing and sometimes I wonder
if it's the right direction.
Bobby Reed (23:17):
That's entrepreneurship right there.
Marc Bernstein (23:19):
And you're full of surprises, Tatiana, because
we're first talking to you.
I said your humor and yourhumanity has been coming out as
we've spoken more and more and Iappreciate that and it was
great having you on the show andwe are out of time, so I want
to thank you both for being heretoday.
Thank you, bobby, for beinghere again and Tatiana, thanks
(23:40):
for being here and thank you allfor listening and look forward
to speaking with you again nextweek on Founders Forum.
Announcer (24:06):
We hope you enjoyed your time with Founders Forum
today and you found value totake with you throughout your
day.
Join us again next week foranother episode of Founders
Forum on WWDB Talk Radio andalways at the Founders Forum
show page at wwwdbamcom.
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