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The following programming is sponsored by Marc J. Bernstein. The views expressed do not necessarily reflect the views of this station, its management, or Beasly Media Group.

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Entrepreneur, founder, author and financial advisor, Marc Bernstein helps high-performing business owners turn their visions into reality. At March Forward, Marc and his partners and associates think out of the box to partner with their clients in regards to their visions for their lives, their businesses and their legacies. And through his innovative work with the Forward Focus Forums, Marc connects entrepreneurs to resources that help to fuel their success. Founders’ Forum is a radio show and podcast where entrepreneurs share their journeys, revealing the stories behind their successes, and the lessons they’ve learned. Join Marc and his guests for a mix of inspiration, valuable insights, and a bit of fun! Now, let’s dive in...

Defining Ambivalence And Its Costs

Marc Bernstein 0:58

Good morning, America. How are you? It is a lot going on in Philadelphia. It's a beautiful sunny day. We just had a World Cup game here the other day. We have a lot going on for the semi-quincentennial in Philadelphia, the birthplace of the nation. And uh my guest today is Helen. Good morning, Helen. How are you?

Helen Denise 1:17

Good morning, Mark.

Marc Bernstein 1:19

And Helen, um, well, we're gonna we have a little topic we're gonna discuss, and I'll tell you a lot more about Helen. But um the topic that I want to discuss today is ambivalence. Because I've had a couple run-ins with ambivalence this week, and it made me think about that term, and it made me think what the effects of when people are ambivalent about something, and and also when I'm ambivalent about something and the impact it has on other people, which I hadn't thought about that much before. So you know, it's an opportunity for growth, which I always look for. So first I'm gonna define ambivalence for you, Helen, and I'm gonna ask you about it. Ambivalence is a psychological state of having simultaneous conflicting feelings, thoughts, or attitudes towards a person, object, or idea. It is not apathy or indifference, which is sometimes what I think it is, but it's not. But rather the experience of being strongly pulled in opposing directions, such as feeling both love and frustration towards someone or excitement um about a new opportunity, yet a conflict that gets in the way of that. So my question for you is have you experienced ambivalence and in what way?

Helen Denise 2:33

Uh yeah, I did. Actually, uh I did uh when uh somebody did it told me, you know, when for example my business, I was raising capital and it was a commitment for one person for their funds, and I made the plan and I made my my commitments, and the last moment the person walked away and just sorry. You know, so this is for me when some person was not sure if he wants or not to do, but I trust person and uh I knew person very well. That's why this is for uh case. But uh I also ha l later understood sometime, you know, we're not all perfect. That's why I remember when I promised in the last moment I just found that some commitment for myself was very important, and uh I apologize. It's mean I was in both situations, but also um I try to forgive myself because it's also important to let it go.

Marc Bernstein 3:32

So you saw that you had some ambivalence, yes, conflicting things going on, yeah, and you understood later that this investor, your friend, probably had the same thing.

Helen Denise 3:42

Yep.

Marc Bernstein 3:43

Yeah. So I've I've experienced a couple times where I've been um, you know, where I've received the results of ambivalence and it caused a a lot of disruption for me and for others when when other people exhibited ambivalence. Uh but I same thing, I kind of recognized that I I've I'm sure I've done that myself and it makes me it's gonna make me think about it twice again if I'm ambivalent about something and what impact I might be having on on somebody. And you know, I'm one of my personal growth things is to be very clear in my communication. So if I'm saying to somebody, yeah, I think I might do that, but I'm really having other things going on and I'm not being clear, I'm already beginning a problem. So it's something for us all to think about, I think.

Helen Denise 4:31

Yeah, because you know there is no limit to or for improvement. That means when you experience something you can improve yourself, your behavior. It's like a lesson. So it's good to know about that and to understand. And some people m probably not realize what is it. Sure. But thank you for topic.

Marc Bernstein 4:47

Yeah, and thank you for giving me some thoughts

When Ambivalence Breaks Commitments

Marc Bernstein 4:50

on it. Um so Helen Denise is our guest today, and she is CEO and founder of Hilin Life Products, Inc. And I just want to read you a brief part of her story. It's in the it's in on her website and it's part of her founding story. And it says, Our founder Helen Denise had a thriving career in the early 1990s, but an unexpected event set her on a new path. Helen experienced an ectopic pregnancy in 1999, a challenging and very traumatic ordeal that brought excruciating pain, physical and I'm sure emotional pain as well.

Helen Denise 5:25

Yes.

Marc Bernstein 5:26

But this experience also wrought a clear transformation in Helen as it had forced her to look at things with new eyes. Surviving this life-altering experience, she left the hospital with a new purpose in life and resolved to support other women and understanding their fertility and bodies. So, before we talk about what the company does, we'll get there. Let's talk about your story because you were not born in the United States, and um you know, let's talk about your early life and how you got here and what caused you to to make the decisions you business decisions you made in your life.

Helen Denise 6:00

Yeah, life story. It's interesting and looking back, yeah. Um actually I I I was born in the Soviet Union, like the country which not exists anymore, but now it's Russia, it's Moscow, I was City Girl. But the point is that um I was born in a very good family, engineers, very nice, kind people, and uh my childhood was amazing. First time I experienced injustice uh when I graduated from the college. And um I now I realize that uh my life always was different from anybody whom I met or what I had, because I remember when um like people count money by hundreds, I count for by thousands, few people count by thousands, I count by millions. Um, this is interesting because I always feel myself different, and um um everything what I would like to achieve in my life, I was a big dreamer, and I still a big dreamer. That's why I want something and it happened because I work in hard for to make it happen and it's happened. I never jealous to anybody. I had everything that I wanted. That's why my transformation, my uh like uh departure from Soviet Union um was um caused by um um everything was happening actually. Because for nine years uh after college, I was working in union, chairman of big unions. And the different unions, like here, it was unions to spread wealth around. For example, if I have 1,000 people in this union working for government government in the colleges,

Helen’s Ectopic Pregnancy Turning Point

Helen Denise 7:40

for example, and uh they gave you um 10 pounds of uh butter, you need to spread these all people, or there is no sugar, there was no whatever. This was unions, different union to spread wealth around. So, but I love people, and when the Soviet Union collapsed, actually uh unions collapsed. People stopped paying their duties and uh there was no future. Uh but I love people, and uh I like I like and do everything except I hate to cook because my mom never never um uh uh asked me to cook because I was very creative. I can do sewing, uh decoration, uh pictures, drawing, writing, but not a player too. Yeah, yeah, music school, English, actually I graduated from Advantage English school. That's why when my girlfriend invited me for the presentation of Swiss company uh for healthy cooking.

Marc Bernstein 8:32

Right.

Helen Denise 8:33

I look I look, wow, you put this everything in the in the pot and in 20 minutes ready without any being in the kitchen. This is how my journey started. And uh I joined in like a sales rep in six months. I became the best one. They asked me for management, I became in three months the best.

Marc Bernstein 8:48

You and I shared that experience of selling cook care. I did that during college, right?

Helen Denise 8:53

So that's why like I grew up very fast. And the the the reason why it's happened, because I love people. And each person, the customer, for me, like a soul, which is with their life, with the expectation, and uh, I would love to help. That's why probably I grew up very fast. And when company opened uh office in US, they were looking for somebody to come and help them with business. And I got the offer. It was a big surprise for everybody because I graduated from Advantage English School. And I knew English, British English. Uh for 10 years I was learning, I knew English. And uh that's why this was just my relocation, because you know I had nothing to lose in that moment. Right. I can go back in Moscow, I had my apartment, and I had nothing to lose. And all the time in my life I found I like to take a risk, because only risk give you opportunity. If you're sitting, complaining, or waiting for something, nothing happened. That's why I decided to take a risk. That's how I came.

Marc Bernstein 9:54

So let's I want to make sure before the break we get to your business today. So let's talk about so you had this ectopic pre pregnancy. Um, when was that? That was after you were in the United States?

Helen Denise 10:04

Yeah, I was I was w working for a company, I built them huge business, 20 million in sales and for years, and I could not see the future because I saw what should be done in Marceting. They didn't listen to me, and I was looking for a job. And before my birthday, it's happened three days before before my anniversary. And I was so famous, I was on TV with cooking shows weekly for three years, and I invite people, and suddenly it happened with me. It's unbearable pain, sleepless night, complications, and I was so weak because being a strong and popular person, I just I lost myself.

Marc Bernstein 10:40

So, this was happening in the midst of you thinking about whether you wanted to remain in this company and do what you were doing.

Helen Denise 10:45

Yes, it's exactly because I had a lot

Growing Up In Moscow And Taking Risks

Helen Denise 10:47

of invitation, uh, but I didn't find that it's interesting for me. And in my mind, I already put some idea, I need to find a job. And when it's happened to me, you know, I believe in God, I believe in universe spirit. And what's happened with me, I and I got a phone call from Europe from my former boss, and he said me that do you know Helen, you can have no problem. You can check saliva. And I couldn't believe it's so simple. Why nobody never did it? I did studious researches, I found it's a phenomenon of a woman's body from 1945, found by Papa's uh Papa Nicolao in Spain. And I think why nobody never did and been very successful, risk taken, never afraid of anything. I jump, and now 27 years I'm doing this.

Marc Bernstein 11:33

Well, so you can test saliva. So what did you do with that idea?

Helen Denise 11:36

Uh with that idea when I found that. Then then, like nine months later, I left company. I did studies, researches. Uh, my background, actually, education engineer. And uh, engineer not because I wanted, because I need to have diploma. But actually, uh I did not uh pass test to Moscow University for English teacher, and uh then I got education anyway. So I had idea.

Marc Bernstein 12:00

What kind of engineering?

Helen Denise 12:01

It's civil engineering, but uh it's design, architecture, and I have idea. That's why then I came up with idea. And then it's a long story. I have people who like I gave idea, we create prototype.

Marc Bernstein 12:14

What was your idea?

Helen Denise 12:15

Uh the idea was to create device. Because listen, if it's a phenomenon of a woman's body, and a woman can check saliva daily, which saliva is free.

Marc Bernstein 12:24

This is a device to check saliva. Saliva but to saliva for what purpose?

Helen Denise 12:29

Uh saliva uh to understand your uh ovulation. Gotcha. And nobody never did. I was actually.

Marc Bernstein 12:36

So you could predict something like an a copy.

Helen Denise 12:38

Through saliva, not only you can um predict when you can become pregnant, you have five days to m to uh try and conceive. You know, five days. Nobody never uh said you about that. I was shocked, you know. Right. So that's why not only when five days, and also you can point if you have a problem with conception through saliva. That's why it shocked me. Nobody never did it. That's why I was like maybe crazy to move. That but but because I didn't know that Practa Gamble, urine strips, FDA approval I need to do, it's a long story later. But in that point, nothing was stopped me to do it, to start to do it.

Marc Bernstein 13:18

Right. So you developed a device that could detect this.

Helen Denise 13:22

Yes.

Marc Bernstein 13:22

And what was that called?

Helen Denise 13:24

Uh actually my first brand was maybe mom now, it's no when. No when. No when, no when. Yeah, one W, no When. This is the whole idea when a woman just buy it and it's it's like $30, $40 and use it daily.

Marc Bernstein 13:40

And that product's still out there, it can still be bought.

Helen Denise 13:42

Yeah, you you can buy on Target, on Amazon, on our website. We won CVS, Walgreen, we won many retailers, but now I move to online sales on the web.

Marc Bernstein 13:51

Did you have a patent on that?

Helen Denise 13:52

Yes, we have patent. But the point is that women like um it's a good habit. I use my first device for nine years. It's a good habit to check saliva first things in the morning. That's it. You know? And uh like being in this for 27 years, I found so many things which nobody talking about. And I understood that woman can take complete control. And in fertility, it's not an epidemic, believe me, it's lack of knowledge. That's why after so many years I stand up with my brand and I start a lot of talk about fertility.

Marc Bernstein 14:27

That's good to know. I wish I wish we knew that. We went through my wife and I had difficult times with pregnancies and all that. And uh it could have been helpful. Uh I didn't know. We didn't know about that then. So interesting. Um, and so you started up this business. Um,

Sales Career Launch And US Relocation

Marc Bernstein 14:42

we just have uh half a minute um until um in fact we we'll we'll just do this. I want to ask you about the challenges you had once you started the business, but we'll do that right after our break, which comes right now. We'll be right back on Founders Forum.

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Marc Bernstein 16:13

We are back on Founders Forum with our guest Helen Denise. And as I mentioned, Helen is CEO and founder of Hilen Life Products, Inc. and inventor that we were just talking about of No When, which is an advanced ovulation test kit with a fertility application, which is so I do want to ask you an eye uh a question, and I know I know the answer because we discussed it beforehand, and uh it was gonna be at the end, but I'm gonna ask you this right now. If you look back on your career, because you've done a lot of different things, we haven't gotten to all of them yet. But what was the best idea you ever had?

Helen Denise 16:48

It's a leading question because we're talking about uh yeah, the best idea was is Creation Fertility app because of uh being involved with checking fertility. I came with ideas so app can help you to monitor easily, you know, your fertility. And this was the best attention.

Marc Bernstein 17:06

When did you do that?

Helen Denise 17:07

Uh actually I launched this app officially in 2013. And that time it was first ever fertility app worldwide. It was a lot of news in the media about that.

Marc Bernstein 17:17

Pretty early days of apps in general.

Helen Denise 17:19

Yeah, yeah. And uh people only who bought our device, they have a number in the instruction and they can download it. It was maybe the best idea which I came to.

Marc Bernstein 17:29

So I wanted to ask you about challenges you had in building your business. Because if if people are listening, it sounds like, oh, yeah, this great idea, it's a smooth ride after that. And we know that in entrepreneurialism, that's not usually just a smooth ride, right? So what kind of challenges did you face?

Helen Denise 17:45

Uh first of all, uh, I start business without understanding. I was very successful working for other companies, treat their business like my. But when you have your own business, it's like it's your pocket, personal and business. Right. That's why the biggest challenge was when I start uh to have financial difficulties. Because

The Saliva Discovery Behind Ovulation Tracking

Helen Denise 18:06

you know, I didn't know a lot of things which I know now. If you want to start business, you need to have some funds available aside. Because business like a hungry man, money, money, money, money. And I know a lot of um couples divorced because men cannot afford it to continue to support women. And um, a woman just treats business like a baby, uh, her own baby. It's different. I'm a businesswoman, I know what they feel. That's why funding, I think, first of all, if you would like to go and and do have money. Because bank will give you money only after two years in business when you can completely destroy your credit score, and they will not give you money. Second, um, when you have an idea, which is my first mistake, was you need to patent. Right. This is the most important. You have ideas, spend some money, but you patent.

Marc Bernstein 18:54

You did patent.

Helen Denise 18:55

I patent, but first device I did not. Uh because you know I think, oh, it's saliva. Why I need to patent saliva? Later I found you can patent physical device. Right. So, but any idea can be patented, even it's a different idea, like it's different kind of patent, not utility patent, but idea should be patent. This is and and the second and the third one, I think you need to have somebody who understands financials. Because you cannot you cannot understand how to spend, where to spend, how to pay. That's why these three things. Uh, you know, but you need to know money for sure, have a side, uh, to file patent and to have financial advisor.

Marc Bernstein 19:34

Great, great lessons for our entrepreneurial audience. So did and you learned those obviously the second time you had a patent, so you under you got that one. Yeah. Did you figure out the money issues?

Helen Denise 19:46

Money issue was the biggest mistake. I took from France. I I sold my apartment in Moscow. I had mortgage two mortgages again, my house, and it's more than one million dollars. I actually lost with my first business. And uh, you know, never ever ask money for France, uh, you know, like never count on uh any uh property you have or whatever. This is this is the biggest mistake I learned. You know, second business I opened, I um have a business uh advisors, it's uh regular uh uh like regulations, it's uh uh stock, I raise capital, millions of dollars. I start to do it properly. Right. That's why if I met somebody financially before, they will advise me how and what to do. I was just oh so excited and start to do it without understanding. That's why my lesson was very bad.

Marc Bernstein 20:39

Right. Well, sometimes they're the best lessons right. I mean we rarely have an entrepreneur on the show that hasn't gone through things like that. And it's part of part of life, part of business, unfortunately. Um I got a number of my own as well. So I mean it's it it happens. But if you learn from it and grow from it, and you can teach from it, and you can teach yourself and you can make it better the next time, that's what I think it's all about, right?

Helen Denise 21:05

It's true.

Marc Bernstein 21:06

Yeah, so um okay, so so you're moving along with that company. Um what um and you obviously you develop some strengths because you now know you have a financial team, you have patents, you have sources of money, I assume. And um let me ask you this. It's it's a little early for this question also, but if I always ask going forward, and and and so this is I want to hear where you're taking all this. Um we um if if if this is three years from today, so it's June of twenty twenty nine, and you and I are talking, what would have to happen over that three year period for you to feel that that was a successful period in your business and your life?

Helen Denise 21:49

Uh in business, uh being in this for so many years, I have uh three, actually four already more devices to bring to the Marcet. And people just don't know about that. And my legacy and challenge that in three years, uh uh somebody right people, company, or partners we buy out or whatever, fund it. And in three years, like uh it will be line of devices, saliva testing, all related to menstrual cycle evaluation, cycle checking using saliva. And it will completely change whole reproductive medicine. This is what I see in three years that women have a peace of mind, freedom of choices, a lot of knowledge, and this really which I feel, I see, and I'm not talking, but four more devices: one for men, uh, and second for men and women, two for women. This is what I see will happen sooner or later. I told you a big dream, I know it's happened, I have a vision.

Marc Bernstein 22:46

Right. You will do it, I'm sure. Do you have have you developed the technologies around those already?

Helen Denise 22:51

Yeah, second device, uh patent received, prototype development, probably somebody pick it up, maybe a license. Entry more, I never file patent. I have this in my portfolio because I'm too small. You know, I had experience with when ideas of my

Building The Device And Selling No When

Helen Denise 23:05

patent were stolen. That's why, like, but it takes time, but three years will be enough for us to bring all of them.

Marc Bernstein 23:12

You'll have several more patents in terms of.

Helen Denise 23:14

Yes, yes, yes, yes.

Marc Bernstein 23:15

That's pretty amazing. Yeah. What what kind of um so you've had challenges, what kind of challenges could you predict in front of you, and how are you prepared for those challenges this time?

Helen Denise 23:25

Uh ch challenge, challenge, challenge right now for me probably to find the right people who will buy out or pick up and I pay back my investors. So the challenge to find a right partner to come on board, not looking for the past, or for the future. Yeah. Or my buyout, or who can see have my vision to implement. I had people in the past giving money and asking to give my company, they didn't have a vision. Right. And I have vision and proof that it's from 15 years old girl to 55, and everybody can use menopause, second infertility, breastfeeding, and more, more, more, more. That's why my challenge now to find the right people who will come on board to pick up what I have and make it real, make it happen. This is the biggest challenge I have right now.

Marc Bernstein 24:15

Interesting. I might offline I might have an idea for you right now. Yeah, okay. Uh okay, so what else? Um, and you started mentioning your legacy, so d define a little bit more what your legacy will be um when when this is all said and done. You've changed obviously you've changed women's health in significant ways.

Helen Denise 24:33

Yes. And I see myself because I have so and so much knowledge and stories and information. So I will continue to talk. Finally, I stand up and it will be a lot of education about aviation cycle, which nobody never did. Uh so my challenge now to talk, to bring education, to build brand recognition. And also um from 2005 I help help a lot of women in the past in life and business and relations and and beauty. And in 2014, I create my first blog, which I never launched. I never had time. Business took my time. And this blog I created one month before TikTok was opened. You know, I have all the Hollowest vision. And I will come with this uh blog um in the next month for sure. And uh to help women.

Marc Bernstein 25:24

Can I announce the name of the blog?

Helen Denise 25:25

Yeah.

Marc Bernstein 25:26

Because I I have a little reminder in front of me. It's called Helen's blog, The Strength of a Woman Dream.

Helen Denise 25:31

Yeah.

Marc Bernstein 25:32

And it it will be available, I guess, www.thebirds, the bees, and the buzz dot com.

Helen Denise 25:38

Yeah, the bees, the bees, and the buzz because it's mentoring and life stories and motivation, expiration, and a lot of what I can I want to give back what I received, paying thousands and millions of dollars. I want to help women in many, many ways.

Marc Bernstein 25:53

Uh and let me read your beautiful statement that's on the back of your card for the blog. My dear friends, I've always been truthful about my life experiences, as we've heard here today, and would love to share them with you for one reason to help you, Helen Denise. That's what you're about, right?

Helen Denise 26:09

Yeah, it will be my next legacy.

Marc Bernstein 26:12

Well, let me ask you this. You're a very busy, industrious woman. What do you do for fun?

Helen Denise 26:18

Oh my god. It's it's many things. And the uh it was time when I was uh going dancing, salsa for many years. Oh yeah. Uh yeah, and now I'm too busy. I'm going I like to swim. That's why I'm going in uh uh to swim in the gym. This is what I'm doing and reading. And reading. Because you know, like if uh uh we're all students of the life and we need to learn. There is no limit of the knowledge you have and help you to grow. That's why each day I try to read at least ten ten pages, whatever book it will be. You know, this is what I like to do, and I'm doing and I will be doing.

Marc Bernstein 26:54

Me too.

Helen Denise 26:55

Yeah.

Marc Bernstein 26:55

Um, what are you reading right now? Do you have something you're reading right now?

Helen Denise 26:58

Uh honestly, uh you know, I'm very spiritual. It's a different topic maybe years ago I will talk about. Uh it's about um our communication with the universe because you know, I have so many experiences and I start to believe in a lot of things which I call miracles, and now found I understood what it's miracle. It's a hell from um upstairs. Yeah, that's why now I read a spiritual.

Marc Bernstein 27:24

Can you say the name of the book? Do you know the name of the book?

Helen Denise 27:26

No, it's I I don't want to do it. I don't want to do because I have five of them.

Marc Bernstein 27:31

Okay.

Helen Denise 27:31

And uh yeah, and uh just um maybe we'll do one show. Yeah, because I don't want to mix it with my business because not everybody on the same page.

Marc Bernstein 27:40

Right.

Helen Denise 27:40

But I have so much to talk also when I will be done with business.

Marc Bernstein 27:45

Well, thank you so much. I'm a lifelong learner and reader myself. I'm trying to do the 10 pages every day as well. So, but thank you all for listening today. Helen, it's been a pleasure having you here. And we'll see you next week.

Announcer 27:56

Thank you, Mike. With you throughout your day. Join us again next week for another episode of Founders Forum.

Announcer 28:03

Founders’ Forum was brought to you in part, by March Forward, LLC. We partner with entrepreneurs like you to assist in accomplishing your future vision. Your life. Your business. Your legacy. Comprehensive wealth planning that starts with you -- not a product. We hope you enjoyed your time with Founders’ Forum and that you found something of value to take with you throughout your day. Join us again next week for another episode of Founders’ Forum on WWDB 860 AM Philadelphia, or on your favorite podcast streaming service. Securities offered through DFPG Investments, LLC (“DFPG”) Investment Advisory Services offered through Diversify Advisory Services, LLC (“Diversify”). DAS and DFPG are affiliated entities. March is unaffiliated with DAS and DFPG. Member FINRA/SIPC The information provided in this podcast is for informational and educational purposes only and should not be interpreted as investment advice. The views expressed are those of the host and guests and do not necessarily reflect the views of Diversify or DFPG.