Entrepreneur seeks to inspire business professionals, next generation


Adam Fridman describes himself as a “serial entrepreneur” — something a glance at his LinkedIn page bears out.

The founder and CEO of ProHabits, which applies digital marketing techniques to improve employee retention and performance, Fridman holds a master’s degree in finance and has worked in corporate investment banking, real estate and other businesses. He’s also a former contributor to Inc. magazine and the co-author of “The Science of Story,” described as a “field guide” for business professionals and others seeking to transform and grow their organizations.

Last summer, Fridman moved his family from Chicago to Nocatee, where he acquired co-working space at the link and began to turn — or, more accurately, return — his attention to what he calls a “passion project” that had fallen dormant in the aftermath of COVID-19.

For about a decade, AdvisorTV has created videos featuring business professionals offering advice and inspiration. The shows focused on various aspects of business for companies at all levels, large and small.

The concept flourished.

“Over the years, we taped over 1,000 shows,” Fridman said. “Some began to be sponsored by Microsoft.”

That changed with the pandemic. Everything shut down. Microsoft concluded its sponsorship.

But then, Fridman moved to the First Coast just as everything began to get back to normal. It was time to consider new opportunities.

“Now that I’m here, I’m asking the question of how do I rejuvenate this project and begin to inspire passion locally?” he said.

One idea grew out of an observation made by his son, Aiden. The 16-year-old Nease student was an avid consumer of TikTok content who one day admitted that what he saw on that platform was terrible.

After Aiden said he wanted to make his own videos, Fridman’s wife, Ola, helped her son connect with others in the community via Facebook, including a professor to provide oversight and a homeschooled student, Kennedy Fulk.

At the suggestion of his 7-year-old sister, Avery, Aiden made a short video about Level Up, a dance company launched by two sisters that offers classes at the link. He followed that up with a Q&A, where he asked people on the street whether they believed there were more doors or windows in the world.

Seeing these efforts, Fridman realized that, to create consumable content in today’s world, it’s important to enlist the involvement of the next generation, whose worldview has been significantly shaped by social media and who see things differently.

If the medium is the message, the creators are the content.

In addition to this new direction, AdvisorTV continues to produce content focused on business. New shows include: “Bullish On Business” and a series on the workplace featuring a representative of Florida Blue.

According to Fridman, getting teens involved in video production would teach them more than the technical skills required to produce a show. Interviewing entrepreneurs will give them firsthand exposure to the perspectives of those who have found success.

Fridman sees the rapid growth of Nocatee as an opportunity to play a role in the development of its business community.

“It’s a unique moment in time,” he said.

Discovering the link — a business incubator, co-working space, center for culture and education and more — has proven fortuitous to his goals. He said he likes that his children can engage in activities at this “one of a kind” place while he’s working there.

Whatever direction AdvisorTV takes, it will perhaps always be tied to what Fridman says drives him most: “Creating, having a meaningful life, leaving something behind to make the world better.”

To see some of AdvisorTV’s videos or connect to its social media accounts, go to advisor.tv. New content, including Aiden Fridman’s work can be found on the YouTube channel: youtube.com/channel/UCRmyl7CzTrbt6U1pz2QxEVA.


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