01
Where It Started
My academic background began in Chemistry. On paper, that might seem far removed from the work I do today. Looking back, it wasn’t. Chemistry taught me to think in systems — to understand how individual elements interact, how small changes can alter an entire structure, and how outcomes are rarely independent of what surrounds them.
Entrepreneurship came into my life before Projitt. I built my first company and began learning lessons that no classroom could fully teach: how to create when resources are limited, how to make decisions without perfect information, and how deeply a business can become intertwined with the identity of the person building it.
Then my life changed again.
I migrated to the United States as an adult.
And in many ways, I had to begin again.
02
Reinvention Didn’t Arrive at a Convenient Time
By then, I was not simply thinking about my own ambitions. I was raising three young children.
Still, I knew the world was becoming increasingly shaped by technology and data, and I wanted to understand that world deeply enough to help build within it. So I returned to school.
I pursued a bachelor’s degree in Business Analytics and then a master’s degree in Big Data Analytics. These were not accelerated programs created around my circumstances. I completed both degrees within four years while balancing motherhood, work, family, and the ordinary demands of life.
There were no extra hours added to the day because I had decided to reinvent myself. There were simply choices.
Late nights. Early mornings. Sacrifices. Adjustments. And the decision to keep going.
You rarely become ready before the journey begins. Sometimes the journey is what makes you ready.
03
Then I Saw the Problem From the Inside
My professional experience in the United States gave me something education alone could not: proximity to the problems businesses were actually living with. I saw organizations surrounded by technology yet still struggling with fragmentation.
HR lived in one system. Finance in another. Vendors and contracts somewhere else. Data moved between spreadsheets, emails, applications, and people. Employees spent valuable time reconciling information and navigating processes that technology was supposedly there to simplify.
The problem wasn’t that businesses lacked software. Often, they had too much of it — and too little connection between it.
Fragmented systems create fragmented businesses.
Eventually, observing the problem was no longer enough. I wanted to build something.
04
Becoming a Founder — Again
That conviction became Projitt, my second company. Projitt was born from the idea that growing organizations should not need a maze of disconnected systems to manage their people, finances, vendors, operations, and information.
But somewhere in the process of building my second company, I began noticing another system undergoing transformation.
Me.
Entrepreneurship was changing the person doing the building.
The decisions changed me. The uncertainty changed me. Motherhood changed how I understood ambition. Fear changed meaning.
Leadership became less about appearing certain and more about learning how to make consequential decisions when certainty didn’t exist.
And I began questioning the version of entrepreneurship we so often celebrate. We talk about funding rounds, valuations, exits, growth, product-market fit, and success. We talk much less about what happens to the human being carrying all of it.
05
That Question Became a Book
Founders Unfiltered began with a question I couldn’t stop thinking about:
What is the company building in you?
I wanted to write about the part of entrepreneurship that often disappears from the polished version of the story — the loneliness, fear, identity shifts, motherhood, resilience, leadership, uncertainty, sacrifice, and strange moments when even achieving what you wanted forces you to reconsider what success means.
This isn’t a book written from the finish line. It’s written from the journey.
That enormous stretch between the excitement of beginning and the story people may eventually tell about what you built. It’s where much of entrepreneurship actually happens. And it’s where much of the founder is built.
06
Founders Unfiltered Became Bigger Than the Book
The book eventually raised another question for me.
Where do founders go when they don’t want to perform?
- Where do you talk about the customer you lost?
- The decision you’re afraid you’ve gotten wrong?
- The loneliness of carrying responsibility other people can’t completely share?
- Or even the confusing moment when something finally works — and you discover success hasn’t answered all the questions you thought it would?
That is the idea behind the Founders Unfiltered Club. Not another place where founders have to prove how successful they are. A place where they can tell the truth — where founders can talk about what’s working, what isn’t, what they’re learning, and who they’re becoming while they build.
Because sometimes another founder doesn’t need your polished answer. They need to hear that they’re not the only person asking the question.
Explore the Club07
I’m Still Building
I don’t tell my story because I’ve figured everything out. I haven’t.
I’m still a founder. Still a mother. Still building. Still learning. Still making decisions without knowing exactly where every one of them will lead.
But perhaps that’s the point. For years, I thought entrepreneurship was primarily about what I could build in the world. Eventually, I understood that something else had been under construction the entire time.
Me.
And if you’re building something of your own, perhaps the most important question isn’t only:
What are you building?
It’s also:
What is it building in you?