Dria Murphy knows that there’s no forward momentum if you keep looking back. Murphy, the founder of Alise Collective, a PR and branding company, is a fearless entrepreneur who left her native California for New York. With only a small loan from her parents, her outsized ambition made up for her lack of funds as she seamlessly shifted from corporate life to startup, and from freelancer to founder. Murphy never hesitates, taking risks and making bold moves to build her high-octane New York life today. We first met Dria during the early days of her company when we worked with her to conceptualize and execute our collaboration with Surf Lodge. These days, however, Murphy transitions between helping clients—like Google—connect with their audiences and building relationships with people. Her schedule may be busy, but she never forgets to take an invigorating Bari studio class. Alala talks to Murphy, who tells us about her journey, what keeps her going, and reveals why women need to be kinder to themselves.