Mentor Spotlight

Farida Fotouhi

Reality2 LLC

My company Reality2 (as in Reality 2.0) is a branding, integrated marketing and creative agency. We’ve been keeping clients relevant in the face of change for 30+ years. We apply our proven Reality-Based process to develop or update a company’s branding and messaging strategy on a fast track. Then we bring it to life in the digital and physical worlds, creating marketing assets like new website, sales literature, presentations, videos, advertising campaigns, micro-sites, trade show booths etc.

We started out in 1979 as Fotouhi Alonso, which became one of LA’s top mid-sized ad agencies with $25 million in billings, working with clients in just about every category including Honda, China Airlines, Epson, the FX Network, The Hollywood Reporter and the LA DWP. Jorge Alonso, co-founder, continues to be Creative Director at Reality2 which launched in 2001.

What are you passionate about?

Well, I love riding and competing in jumpers at local shows, my horse Mickey (who is a character, he loves to go around a course with his tongue hanging out) and I just won a championship in our division, see attached photo.

Oh you mean professionally? I’m passionate about creating new branding strategies and marketing “stories” for innovative companies, and seeing the transformative impact of my firm’s work on their growth and valuation. The fun part is bringing solid business thinking to life in creative assets like websites and sales tools. I’ve been doing this for 30+ years yet it always feels fresh and exciting.

What one piece of advice would you give to an early stage startup regarding your area of expertise?

Simplify! Most innovative companies get too complicated in their messaging. A great trick is to ask, “Can you explain your product to a 6-year-old?” Lead with a simple, clear value proposition.  Make it easy for prospective customers and investors to understand what you do and why it’s better.

What do you like best about mentoring at the Preccelerator?

The energy and the brilliance of the visionary entrepreneurs out to change the world! It makes me feel good that I can contribute so meaningfully to what they’re trying to do. I’ll have a fast paced back-and-forth discussion with a founder, and the “aha” moments that come out of my humble suggestions are so rewarding.



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