Rachel Friedman's (EMBA '02) words of wisdom start with the letter P

Rachel Friedman remembers her undergraduate and graduate commencement speakers more for the spectacle than the speeches. 

“It was most memorable because of the incredible levels of security required to host a sitting president,” said Friedman (EMBA ’02). 

As she prepared to deliver the keynote at Fisher’s 2025 Pre-Commencement ceremony, Friedman hoped the substance of her remarks had the opposite effect of her previous experiences.

“I hope my message to the graduates of Fisher College of Business will provide some inspiration and wisdom that is memorable,” she said.

Friedman is the founder and CEO of TENFOLD, a national, award-winning brand consulting and creative firm and TENSPACE, a Short North-based experiential retail space for online brands. She addressed 220 graduating students from five of Fisher’s graduate programs at its annual ceremony at Mershon Auditorium.

An accomplished entrepreneur, Friedman’s long list of clients includes Disney, ESPN, NBCUniversal, the Cleveland Browns and Columbus Crew. She has been named Business First’s most admired CEO three times and was honored by Fisher with the 2021 Entrepreneurship Alumni Award. 

As she prepared for the ceremony, the creator of TENFOLD and TENSPACE answered 10 questions about her career journey and the message she wants to leave with this year’s graduates.

Q: When and why did you decide that entrepreneurship was your career path?

I always felt that I was given a lot of latitude within my previous roles to exercise my entrepreneurial spirit, but eventually I felt the magnetic pull that many entrepreneurs feel to take that leap of faith and go out on their own. My experience at Fisher gave me both the education and the confidence to take a huge leap of faith 22 years into my career to jump into the world of entrepreneurship. Though I was leaving a lucrative and secure executive role, I was excited to build something of my own. I have loved the opportunity to build my company from the ground up ― not just the business model, but the culture of the company, one hire at a time. 

Q: What is the story behind the names TENFOLD and TENSPACE? 

The name TENFOLD has both an external and internal meaning. To our clients, it underscores that by investing in your brand and culture, the return is TENFOLD. This is the exponential impact we create in partnership with our clients. 

The more personal meaning is when I created this capability many years ago under the umbrella of the company I was working for at the time, I challenged myself in a spreadsheet exercise to grow the business tenfold. I explored what it would take in terms of investment and resources.  Through the process, I discovered that I really wanted to do this for myself. I saved the file and named it “tenfold” as the virtue of the exercise, never thinking that would be the name of the company.  Many months later, when it came time to name the business, I did an exhaustive search and finally realized the name was right there on my desktop the whole time. 

TENSPACE was established as the name because it leverages the creative genius of the TENFOLD team as applied to a new and innovative environment. It answers the question: If TENFOLD did retail what would it be? It would be TENSPACE. 

Q: At a time when so much continues to change in the office/hybrid workspace, not to mention retail, what has you excited about the future of TENFOLD/TENSPACE? 

Our work is more important now than ever. Consumers and employees have very high expectations. If they are going to invest the time to show up physically (in office and/or retail) they want to be inspired. This is exactly what we deliver for our clients ― extraordinary experiences in all different types of places and spaces. As humans, we desire authentic connection and that is what we are fortunate and honored to give our clients every day. 

Q: You have been voted “most admired CEO” more than once. What is your leadership philosophy?

Overall, my leadership philosophy is one of servant leadership. I am right there in the trenches with my team daily. It is not only important to align and embrace company values, but it is also imperative to know your own personal principles. They are embedded in your style as a business leader and your values as a human being. For me, honesty and integrity are critical principles, and I hold myself to the highest standards. When I am faced with tough decisions and challenges, especially during difficult times, I try to not only do the right thing but do more than the right thing. While I can’t control how my actions are received, I can only know for myself that I have acted in alignment with my principles. 

Q: What is the best thing about doing business in Columbus? 

Columbus is a wonderful place to start a business. The business community is highly collaborative. This characteristic ― known as The Columbus Way ― is remarkable and something that I have not experienced with many of the other cities across the country where we do business. There is a genuine desire to help businesses thrive and grow, and leaders here are vested in paying it forward.

Q: Where is your favorite place to take a client for lunch locally? 

Lindey’s and Guild House are favorites and there are some new(er) additions including Chouette and Butcher and Rose. 

Q: You have an undergraduate degree in fine arts from the University of Michigan and an MBA from Ohio State. How do you approach The Game? Who do you root for?

I root for Ohio State and Michigan to have undefeated seasons leading up to Thanksgiving weekend, so that the rivalry remains incredibly strong!  Beyond that…I will defer from answering that question!  J  Just know that both schools have my heart. 

Q: Knowing what you know now about business and your career path, what would you tell a 20-year-old Rachel? 

That doors you could not even imagine today will crack ever so slightly open for you…you need to be attuned to them, know when they are opening, and bust them open. Trust your intuition, recognize when you’ve met someone you feel drawn to work with and get to know them better, even if you don’t know exactly why. Those moments have led to some of the most impactful relationships I’ve had in my career, and they’ve had immeasurable value. 

Q: Do you remember your commencement speaker – undergrad or graduate? If so, what made it memorable? 

The commencement speakers for undergrad and graduate school were both presidents, and they were related! And they were at two rival schools! In 1992, the commencement speaker in the Big House was George H. W. Bush, and then in 2002 the commencement speaker in the ’Shoe was George W. Bush. What a crazy coincidence. It was most memorable because of the incredible levels of security protocols required to host a current sitting president.

Q: What did you want the class of 2025 to take away from your speech? 

I want them to feel inspired to think deeply about their own journey, impact and future goals as business leaders. My speech highlights three P’s that have guided me throughout my career and can hopefully offer some wisdom and inspiration: Principles, Passion and Purpose. 

Principles are the values that you embrace as a leader. They guide your actions and allow you to rest your head on the pillow at night knowing that you’ve taken action that aligns with your personal principles. Your principles will be tested in business, and by adhering to them you will always succeed. 

Passion for what you do transcends every conversation. It enables you to lead and have people follow. It will get you through the tough times and enable you to ignite a movement ― a movement to get an investor to invest, a movement to attract and retain talent, a movement to sell products and services, a movement to execute on change and so much more. 

Purpose Your passion is rooted in the belief of a higher purpose. Our purpose is the belief that our work matters as we seek to have impact. At TENFOLD, our purpose is to inspire humanity.  By leveraging our creativity and our gifts we inspire humanity to act with humanity. By inspiring humanity, we remind each other that we are more alike than we are different. It is why we get up every day. 

A purpose you believe in generates the passion to do the work, and when lived with principles, creates something truly magical. By living with purpose, passion and principles, the sky’s the limit.