Boston Startup Interview: Demetriouse Russell on Inclusive Leadership

In this edition of our interview series with Boston-based CEOs and founders, we are thrilled to feature Demetriouse Russell, a seasoned executive with over three decades of experience in leadership development, investment consulting, and strategic growth. As the CEO of Venn Diagram Partners, Demetriouse has been at the forefront of enhancing leadership effectiveness through inclusivity and equity. Under his guidance, the firm has developed and delivered customized leadership programs, diversity and inclusion strategies, executive coaching, and interactive keynote workshops for notable clients.

We sat down with Demetriouse to discuss his journey, the mission behind Venn Diagram Partners, and his insights on leadership, diversity, and the evolving Boston startup ecosystem.

Can you share a bit about your background and what inspired you to enter the startup world?

A little bit about my background—I grew up essentially in poverty here, starting out in inner city America. The first part of my early life was quite challenging for me and 7 siblings, but then we were fortunate enough to move to an affluent suburb here in Boston called Newton, Massachusetts. It was there that I really started to dream big. I knew I wanted to escape poverty, but I wasn't sure which direction to take. I was pretty good at sports, actually very good, and thought basketball could be my ticket out of the poverty that I was born into. This was not an uncommon dream for many African-American youth growing up in poverty in the 70s and 80s.

However, I soon learned there was another way out of poverty through education, grit, and self-determination. I became an entrepreneur at the age of 11, starting with a paper route in my neighborhood. I noticed that if I was delivering papers, these same households also had lawns that needed to be raked and mowed, and driveways that needed to be shoveled. I expanded my paper route into a year-round business providing these services. Essentially, that's what I do today with my business which is to “land and expand” my services, but I don't want to get ahead of myself.

So, it started in my youth, wanting to escape poverty and figuring out a way to make a way out of no way. That’s where it began.

Fast forward, I decided after college to go to business school instead of law school because I saw the benefits of improving not only myself but a community of people economically. This has been a common thread throughout my personal and professional life—reaching back to help others from socioeconomic disadvantages achieve their dreams. I didn't want to be poor anymore, and that’s where it all started.

Can you tell us about Venn Diagram Partners and the motivation behind its creation?

The motivation behind Venn Diagram Partners came from people frequently asking for my advice, to the point where it consumed too much of my time. I figured if people really valued my advice, they should be willing to pay for it. So, in 2011, I started a soft launch of Venn Diagram Partners as a coaching business.

I became quite good at coaching, and this grew into helping organizations develop diversity and inclusion strategies, as well as designing and implementing customized leadership development programs. Hence, the model Venn diagram was born: one circle is customized leadership development, another circle is DEIB (Diversity, Equity, Inclusion, and Belonging) consulting, and the third is executive coaching.

What became apparent to me, which seems so obvious now, is that no organization or leader can afford to be non-inclusive and expect to succeed in today's business world. Thankfully, our clients have embraced this philosophy of modern-day leadership, and we started implementing it before it became popular.

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Given your extensive background in leadership development, what do you believe are the key qualities of an effective leader today, especially in the context of promoting diversity, equity, inclusion and belonging?

The most important element is courage. Many leaders and organizations have the knowledge and skills to do their jobs but won’t put anything on the line to affect change. We help people affect change by becoming agitators rather than irritators.

Let me explain: it's one thing to point out that a company isn't diverse, but why should that matter to them? If I approach the conversation by explaining that, as a consumer products company, it’s irrational not to market to diverse populations, then they understand they're losing out financially. Companies are motivated by money, not just doing the right thing. We help them understand the behavioral economics behind their actions. That’s how we created the “agitation effect.” .

What positive aspects or unique characteristics have you noticed about the Boston startup ecosystem as a CEO and a leader in diversity and inclusion?

The Boston startup ecosystem has evolved to become more democratic. In the past, entrepreneurs needed to be part of a prominent educational community to gain access to resources from angel investors. Now, there are numerous incubators in Boston, one of which I'm part of—the Business Equity Fund. We invest in Black and Latinx entrepreneurs throughout Massachusetts.

What’s evolved is the provision of smart money. It’s no longer just about funding; we provide wrap-around services like marketing skills, legal support, and HR support, allowing entrepreneurs to focus on what they do best. This comprehensive support helps prevent burnout and aids in scaling their businesses. Boston now offers tremendous support for entrepreneurs, regardless of socioeconomic status, race, color, creed, or gender.

How do you see the intersection of climate justice and leadership development, and what initiatives are you involved in to promote this cause?

Climate justice and leadership development intersect significantly in terms of equity. Boston, being a shoreline community, is directly impacted by rising sea levels. Inner-city communities are at risk of being underwater in the next 10 years if we don't take action. Awareness of this issue is not widespread, especially in inner-city areas.

Through my involvement with Boston Harbor Now, where I serve on the Board and Co-Chair of the Governance and Nominating Committee, I ensure diverse voices are at the table. We need leaders from varied backgrounds to contribute to solving this problem and galvanizing everyone around this issue, not just some people but all people.

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What advice would you offer to other founders and early-stage startups in Boston?

My advice depends on the individual and their situation, but generally, getting connected and finding the resources you need is crucial. Networking is a big part of it. Despite being a city, Boston operates like a small town with less than six degrees of separation.

Have humility and courage to ask for resources. For instance, at 58, I recently completed the Interise 13-week StreetWise MBA program. This led to me keynoting at the Interise Conference in Chicago and subsequently attracting additional clients. Continuous learning is vital.

It’s essential to understand that the struggle can be different for everyone, particularly for African-American entrepreneurs. Overcoming unique challenges through networking, expertise, and visibility is key. Focus on solving problems and demonstrating your capabilities. People will choose you regardless of your background if you show you can deliver results. Stay humble and stay connected.

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As Boston's startup ecosystem continues to evolve, leaders like Demetriouse play a crucial role in shaping a more inclusive and supportive environment for all entrepreneurs. 

Are you a CEO or founder in the Boston area? We’d love to hear your story. Reach out to be featured in our series and share your insights with the community.

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