The Workflow Company

We help B2B startups build and scale a consistent pipeline. We use AI and automation for precision in targeting, hyper-personalization in messaging, and ease in scaling.

Founder and CEO

First Round Fast Track

Mentor

Integromat

I help startups integrate Integromat into their operations to streamline and automate processes

Registered Partner

joerhew.com

I partner with early stage startup founders to bring clarity to their strategy and improve their operations. I help companies prioritize what’s truly important by leveraging data, then help implement a culture of quick iterations and learnings through no code. I like to get my hands dirty and execute, but also act as a strategic thought partner to the founders.

Clients include: Karrot (Daangn Market, Series D, backed by DST), Groove (Seed, backed by Resolute)

Fractional Head of Operations

Ops Hacks

Built a community of ops folks that work at early stage startups

Community Builder

Tyltgo (YC S20)

White-label, same-day delivery service for local merchants across Ontario

Co-founder & COO

Uber

(Sensitive figures redacted)

• Lead a team of 4 operations managers to perform continuous marketplace management of over 100+ municipalities across Canada with focus on growth, reliability, and efficiency
• Launched a series of experiments, features, and processes to consistently exceed targets on growth and costs - increased year-over-year deliveries by x% while reducing courier costs by y% 
• Provided managerial oversight to launch walkers as a delivery mode in Canada, which accounted for c. x% of deliveries in downtown Toronto within y months of launch

Head of Marketplace Operations, Uber Eats Canada

• Managed a cross-functional launch team for 3 months in leading the largest single-day launch in the history of Uber Eats across 30 cities in Canada, which increased national population coverage by c. x percentage points
• Built out Reporting & Performance Management function using SQL and GSheet, providing transparency and enabling accountability on organization’s OKRs for key stakeholders
• Conducted a technical analysis and modeling on x million+ historical transactions to determine the optimal pricing structure and project-managed the pilot of service fees in Canada

Business Operations, Uber Eats Canada

• Collaborated closely with the product team to launch a new carpool product, uberSHARE, the first P2P product since uberX the country's banning of uberX in March 2015
• Launched UberTRIP, an hourly rental product, to target tourists and business travelers and increased weekly city gross bookings by x% without incurring any additional costs
• Successfully overhauled the driver partner incentive program, saving costs equal to c. x% of weekly gross bookings on average with negligible impact on churn and engagement

Rides Country Lead, Uber Korea

Startups

1. One Hive: e-commerce app for international customers interested in purchasing Korean fashion items
• Supported UX and UI design of a mobile e-commerce service to market and sell Korean fashion items to international customers
• As business lead, gained 10K+ users and generated revenue within the first 6 months of launching

2. Foodle: mobile social networking platform with algorithmic recommendations for food enthusiasts 
• As product and business lead, designed UX of the mobile app and led marketing efforts across social and offline channels
• Collaborated with UI designer and front- and back-end programmers to launch product on iOS

Co-Founder / Business Lead

Morgan Stanley

• Built detailed financial valuation Excel models, based on assumptions and hypotheses derived from financial, operational, and economic data, to test feasibility and profitability of envisaged transactions
• Advised large Korean and multinational corporate clients on cross-border M&A transactions and other business development initiatives through providing financial and strategic analyses
• Selected transaction experiences include SK hynix’s US$ 248MM cross-border acquisition of Link_A_Media Devices and MBK Partners’ KRW 1.2Tn (c. US$ 1.0Bn) acquisition of a 30.9% equity stake in Woongjin Coway

Investment Banking Analyst

Citi

• Selected transaction experiences include serving as the Global Coordinator and Joint Bookrunner in Hyundai HCN’s KRW 83.6Bn (c. US$ 74MM) initial public offering and SK Networks’ US$ 700MM minority equity investment in MMX Mineração e Metálicos

We use code and AI to build unique, 1-of-1 GTM engines for scaling startups.

Reach out to chat about AI <> GTM.

We are always testing with new tools but here are some of the mainstays we use on a daily basis:
- Claude Code
- Trigger.dev
- Supabase
- Langfuse
- Railway
- Mastra
- Github
- Attio
- Clay

We are a proud member of the 1% for the Planet and are committed to donating 1% of our annual revenues to help protect the planet.

Joe Rhew

Here's a generally accepted best practice that we've gone full contrarian on:

The conventional wisdom on GTM LinkedIn is that you shouldn't get an LLM to copywrite a full email. Instead, get an LLM to write snippets that you sprinkle throughout the email.

Well, we have been letting Claude Sonnet write full multi-email sequences for a few months now. And it works quite well (see attached image - although not every reply is like that; this particular startup has a very compelling product).

The key difference in how we make it work despite going against the accepted best practices - we've modularized our prompt and compose the full prompt at runtime. We've created a prompt each to share context on the company, product offerings, voice & tone, etc. And we pull these in to create one comprehensive prompt before generating an email sequence.

Here are the main benefits of this approach from my pov:

1. You establish a baseline to measure against. You have an email factory function, which ensures consistency and you can iterate on by updating modules
2. You mitigate drift. The latest contexts live in these modular prompts and will always get pulled into generating emails
3. Iteration tempo increases. You have a hypothesis about a new segment - create a new persona prompt and inject it versus the default prompt to test
4. You create evergreen contexts. You can reuse these modules for inbound, outbound, event invites, product launch emails, etc.

There's a lot more that goes into it - in terms of manual and automated tests and evals to ensure the quality of the output - but that's the gist.

Currently humans (i.e. me) are orchestrating the context composition - depending on the campaign, I am hand-picking which prompt modules should be inserted into the overall prompt. But soon enough we'll be able to delegate this to an agent, who will be able to review each individual recipient and compose the right contexts, which is when things will get really interesting.

Anyone else doing this?

GTM Intelligence Orchestration | The Workflow Company

Well done Drew + the Vercel GTM eng team 👏👏👏

This is definitely the direction that every business should go in with AI - bespoke GTM workflows based on hardcoded business contexts. And trying to SaaS-ify this runs counter to the value prop of full customization tailored to your specific business.

And if you're looking for an agency to do this - we've been doing this for our clients for the past year. Reach out for a brainstorming session.

Original tweet here if you want to learn how Vercel rolled out an AI SDR to remove 90% of the manual labour while keeping key metrics at baseline: https://lnkd.in/gc7a5MUj

Screenshot: 11 days. 121 commits. Complete framework migration.

I just finished migrating our GTM automation platform from Mastra to Claude Agent SDK. Here's why and and what I learned.

---

The Problem with Abstractions

Mastra is a solid framework. But GTM moves fast.

When a prospect starts a new job, you want to reach out *that day*. When a competitor launches a feature, you need a campaign *now*. When your client ships a new product, messaging needs to update *immediately*.

With Mastra, every new campaign meant diving into the codebase. Change the prompts. Update the workflows. Redeploy.

I could have built more tooling around it. But I kept asking: why am I fighting the abstraction instead of just... writing markdown?

---

The Unlock: Markdown as Configuration

With Claude Agent SDK, campaigns are just markdown files.

/campaigns/new-job-signal.md
/campaigns/competitor-response.md
/products/latest-feature.md

Client just raised a round? Update one markdown file.
Launching against a new competitor? Create a campaign brief.
Testing new positioning? Write it in plain English.

No code changes. No deploys. Just context.

The agent reads what it needs, when it needs it. That's it.

---

The Takeaway

Abstractions are great until they slow you down.

For GTM, where signals matter and timing is everything, the ability to iterate in plain English—just markdown files—is the unlock.

Sometimes the best architecture is the simplest one.

Thank you to Jacob Dietle, Jiquan Ngiam, and Yu-Sheng Kuo for your advice - I've picked each of your brains before committing to the migration, and it was definitely the right decision.

We just restructured our prompt architecture and cut LLM costs by 85%.

We've been building GTM automation systems — the kind that research prospects, match them to personas, and generate personalized multi-touch sequences. Each generation prompt runs 10k+ tokens of context: product positioning, messaging frameworks, company narrative, matched personas, lead research.

When you're processing thousands of leads per week, that adds up.

Most of that context is identical across every lead in a batch. Same product. Same messaging. Same company story. Only the persona matching and lead data changes.

So we restructured the prompt to put shared contexts first:

- System prompt ← 100% cache hit
- Shared contexts ← 95%+ cache hit
(products, messaging, etc)
- Resolved contexts ← 60-80% cache hit
(AI-matched personas)
- Lead data ← 0% 
(expected for individual data)

Caching: 90% off repeated tokens

Anthropic's prompt cache gives you a 90% discount on tokens that match a previous request - but only if they appear at the start of your prompt. Reorder your context wrong and you get 0% hits.

Batching: 50% off everything

The Batch API runs async (up to 1hr latency) but halves your token costs across the board. For scheduled outbound campaigns, the latency is irrelevant.

The primer problem

Here's where it got interesting. Batch API processes requests in parallel across multiple workers. Without coordination, each worker warms its own cache independently — killing your hit rate.

So we built a primer mechanism: before submitting the main batch, we fire a single request to warm the cache. Wait for confirmation. Then submit the full batch. Every subsequent request hits the warm cache.

Did reshuffling the context hurt quality?

We backtested ~500 emails — same inputs, same model, old structure vs new. No measurable degradation. The model doesn't care if product context comes before persona context. It all lands in the same attention mechanism.

What this feels like

At 15% of the original cost, we can now be more detailed in our instructions and run and feed deep research contexts. Run more experiments.

It feels like abundance of intelligence - not because the models got cheaper, but because we architected a system to make the right trade-offs (latency for cost) for the use case.

Would recommend caching your prompts if the llm generation task you're running is 1) highly repetitive and 2) requires a lot of input tokens. Relatively straight forward to set up. 

Batching, on the other hand, takes a lot more work to get right but the 50% off discount is well worth the effort if you don't need need the results immediately.

We built a person-level research workflow that injects our company context into every enrichment.

Standard CRM enrichment gives you job title, company size, funding round. 

None of it tells you whether this person matters to your business.

Here's what we did differently:

When someone gets added to an Attio list, our workflow fetches their LinkedIn profile and last 10 posts. But before the LLM analyzes them, we inject our company context:
- Target personas
- Messaging and narrative
- Product capabilities
- Ideal customer profile

The analysis doesn't stop at "who is this person." It extends to "who is this person TO US."

Same person, different client context = completely different fit assessment.

For example, the CEO of a CRM company, might score high for one client's developer tools practice. Score low for another client selling to enterprise sales teams.

The key: we pass a client_id with every enrichment request. The system pulls that client's context from a central database before running the analysis.

Why separate this out?

If I hard code our company context into the prompt, I have to update every enrichment workflow when our personas evolve or product expands.

With a central context database, I update the source once. Every downstream enrichment module inherits the change.

This is the direction every CRM enrichment should go. Not just data about the person. Data about the person in context of your business.

We just spent 3 weeks refactoring our GTM enrichment workflows for agent compatibility. The changes were subtle but critical, and they've shifted how we think about writing reusable code in an agentic setting.

Modularization has always been key to writing elegant code. You create modules that can be easily swapped in and out and shared by multiple workflows.

With agentic capabilities and the ability to expose these modules as tools to the agent to call at their discretion, there's an even stronger call to write modular code.

You create primitives - think of these as building blocks that you often chain together in a workflow - to create deterministic workflows. And not only can you share these primitives across those workflows where you pre-define each step; now you can share them with agents and let them use them however they like to meet the user's objective.

MODULES
[LinkedIn Research] 
[Email Finder]
[CRM Updater]
[Sequence Generator]

WORKFLOWS
[LinkedIn] → [Email] → [CRM] → [Sequence]

AGENTS
[LinkedIn] ↺ [Email] ↺ [CRM] ↺ [Sequence] ↺ [CRM again]

Agents can call these tools in whichever order they deem fit and multiple times, to iterate their way towards an objective.

A lot of our work these days is around thinking about the right way to modularize - how to scope each module and where to draw boundaries, such that modules would work well in both deterministic and agentic workflows.

Here's a real example from last week: We have a module that fetches company records from Attio.
Pre-agents, we'd fetch only the 5-6 fields we knew we needed (company name, domain, employee count, funding stage). Clean, efficient, deterministic.

But when we handed this to an agent trying to personalize outreach, it kept wanting more context. The agent wanted to reference the tech stack, recent funding news, hiring signals - properties we'd deliberately excluded because we didn't need them in our scripted workflows.

The fix wasn't adding those specific fields, but rahter returning the full record and letting the agent decide what's relevant. This made the module "fatter" but infinitely more reusable in agentic contexts.

In practice, this means:
- Our Attio retrieval tasks now return full objects, not filtered subsets
- Our Supabase queries use SELECT * more liberally than we used to
- Our Claude Code workflows document all available fields, even "optional" ones

There's an irony here. Good modular code for agents looks "sloppier" than good modular code for workflows. You're returning more data, exposing more parameters, being less opinionated about usage. It feels wasteful - until you see an agent solve a problem you didn't anticipate by combining modules in a way you never would have scripted.

🧠 Context: I received a request for case studies from a potential client
💪 Me: Prompt my Claude Code agent - 
"Look at the most recent email from [Prospect - let's call them John] asking for case studies.

I've sent something similar to:

[List of prospects/clients]

Then look up the meeting transcript with [John] from yesterday to get more context on what he does [in his current role]. I mentioned [specific contexts we should highlight in the case studies], so think about that + other contexts shared during the convo on how to structure the case studies.

Review all of this and let me know if you have any questions before drafting the email response to [John].

Feel free to use multiple subagents/tasks to do this."

🤖 Agent:
1. Parallelized searches for:
A. previous emails to prospects
B. previous emails that mention case study
C. Email from John
D. Transcript from meeting with John

2. Synthesized the request and the available context

3. Drafted email that was 80% of the way there and I dictated my feedback to get it to 100%

--

A few top of mind callouts after doing this:

1. Funnelling all of your contexts into a unified context layer is key to unlocking agentic capabilities. I save my transcripts in a repo, readily accessible to the agent; and the agent has API access to search, read and draft emails (but not send - human in the loop!)

2. Getting the agent to ask you questions to fill in the gaps / find edge cases is a simple hack to getting better output that's more in line with how you've thought about it

3. Given how many times I've had to send case studies via email, it's probably time for me to put them up on our website. Claude now has rich context on this based on all the emails, so this will be a relatively straightforward process <- Involving Claude Code in every task creates a compounding effect where subsequent tasks get easier, thanks to having more context

4. *Most important* Claude Code isn't going to replace you, but someone using Claude Code will. 

I've been thinking about creating a series of walkthroughs on using Claude Code for GTM - would you watch it or is working in the CLI an instant turnoff?

Saturn Studios

➢ The future is story first. We partner with mission-driven businesses shaping what's next for humanity.

➢ We partner with founders and companies shaping what’s next — in AI, deeptech, healthcare, future of work, fintech and beyond; to turn complex ideas into stories people want to be part of.

Founder & Chief Storytelling Officer

PeerCapital

Brand & Community Consultant

Arise Leadership 

➢ Elevating 1 million women into leadership.

➢ Arise Leadership Accelerator equips aspiring and new women leaders with the skills, strategies, and mindset tools they need to climb up their careers while making an impact.

➢ I own the social media strategy and the content creation process to add value to Arise's community and realize our mission. Major focus on building thought leadership organically.

Content Lead

Foundry 

Head of Content Strategy

JJ Ventures

➢ Leading the social media and newsletter content strategy and development. 

➢ Managing creator collaborations and strategic partnerships for audience expansion.

Head Of Content

Storytelling & Thought-Leadership for CEOs + Founders + VCs • Revenue & Community Growth • Host @ Career Radio • Public Speaker

We turn tomorrow’s ideas into today’s market leaders because disruption is only powerful if people believe in it.

We partner with founders and companies shaping what’s next — in AI, deeptech, healthcare, future of work, fintech and beyond; to turn complex ideas into stories people want to be part of.

Our goal? Build gravity around brands.

We scale trust. 
We make customers want you. 
We drive growth that really really lasts.

How?

By telling the kind of story no one can stop talking about.
By creating content people feel in their gut.
By building communities that turn your idea into a movement.

Because the future doesn’t reward innovation alone.
It rewards the stories that make innovation matter.

Our work spans:

✅ Brand narrative & positioning
✅ Content strategy & execution
✅ Community-driven events & campaigns
✅ Founder-led storytelling

📩 Sounds too good to be true? Try it yourself. Reach out to us: sakshi@saturnstudios.io

Sakshi Shukla

You're looking at leaders of tomorrow. Each one, a story in making. Each one, a story of passion, quiet courage and ambition. 

Last week, I had the honour of hosting these powerhouse women for Mogul's Mingle #4 — my dinner series aimed at celebrating the future women leaders in tech and business. 

I had carefully curated this group - and oh! it worked. 😍

Majority of them had quit their jobs (some previous day, or previous week haha!) and were charting a new unique path, one step at a time. 

Rest were either launching something of their own, or tinkering with ideas. 

I firmly believe that the next two decades belong to women leaders and business owners in India (and I'm glad I'm playing a tiny role in powering that movement <3). 

We played games, shared stories, and even built ridiculous product ideas (all without anyone using ChatGPT 😉)

We laughed till our cheeks hurt, and left feeling a little lighter, braver, and more connected. 

Because...

Together, we rise. 
Together, we create spaces for more ambitious women. 
Together, we can create a world designed for women to thrive. 

I'm so grateful to Offlyn for their amazing app. Phalgun for his amazing space The Drafting Room in Koramangala. 

Big hugs and thanks to Aileen and Sanghamitra for their incredible food spread that everyone raved about, and friends at Local Ferment Co for the most refreshing kombucha. 

None of this would happen without these partners. 

And guess what - Mogul's Mingle will be back in January! 
I'm curating 20 spots. 

Ladies, please DM me or reply below. 🥰

Storytelling & thought-leadership for Founders + VCs • Spicy content marketing for startups • Public speaker • #womeninbusiness 👩‍💻

No notes. Just travelling solo across Japan for the next 2 weeks.

No alternative text description for this image

My career in one sentence: The fastest way to get invited into powerful rooms is to make yourself valuable enough that rooms seek you.

(Btw, read that again!)

Let me break down what this means: 

👉 I started Physics Club in April 2021 

Within a week, I onboarded 200+ active members. People saw that I was doing something which was unheard of.

👉 I started Mogul's Mingle in September 2023 

I've hosted 71 women so far. Ambitious women see how intentionally and passionately I'm building this space. 

👉 I started Founder's Cubbon Walks February 2025

I have 700+ founders in my email list at this point. They keep requesting guests. 

People see that I'm enabling the ecosystem even when I don't have to. 


I'm not suggesting that you start your own community (haha it's not that easy)... 

I'm saying: 

I've not done any of this to get into so called "elite" circles.

I was trying to create value.
And value is what opens doors.

You cannot "network" your way into getting outcomes anymore. 
"Chasing validation" will drain you faster than anything. 

So just doing do meaningful work that makes people say, “I want to be part of whatever she’s building.”

When your work speaks loudly enough, rooms stop being gatekept - they become accessible.

I'm SICK of "just put yourself on the internet" advice. 🤢 It's so misleading. 

Randomly posting anything won't change your life or career.  Never has, never will. 

We started with "personal branding" and now all people do is constantly try to "brand" themselves.

This is why almost every corner of the internet feels so saturated and sterile. 

In fact, we overdid authenticity too. 

Because now, there are 1001 ideas being sold for $7 on how to fake authenticity. 🤷‍♀️

So what do we do? 

Where do we go from here? 

DO WHATEVER YOU DO WITH INTENTION. 

(Yep, I screamed that!)

The edge is having an interesting life and then writing about that interesting life.

Not "10 ways I changed my life as a 19 year-old" but tell the world why you've started to read the newspaper again. 

The edge will now be in connecting the dots. 

In doing the hard work. 

Kinda ironice, right? 

That AI was supposed to make writing online and creating content easier and now we will have to work 10x harder to completely reinvent ourselves to actually gather any kind of community. 

A better advice would be: 

Put yourself on the internet because you have something out-of-the-ordinary to say. 

Otherwise you're just another floating voice. 

And no-one likes to be that.

An observation after meeting 300+ founders this year: The real founder loneliness isn’t emotional. It’s intellectual.

Almost no founder is short on motivation; they’re short on people they can actually think with. 

In my Founder Cubbon Walks and 1:1 conversation, I've heard things like:

> "Half the time I don’t ask for help because I don’t want my uncertainty to become part of my reputation."
> "My biggest questions sound stupid on paper, but they’re blocking me more than any strategy problem."
> "Having founder friends is a privilege I don't have."

Most of the questions they carry are not existential or strategic - they’re practical, daily, messy decisions. 

And founders don't know where to go with them? 

Investors aren’t always the right people for these questions because the fear of “looking uncertain” is real, and the answers often come packaged in frameworks instead of usable direction. 

Operators who could help are buried in their own worlds, and peers who understand the context deeply enough are hard to find. 

So founders end up thinking through everything alone, even when they shouldn’t have to.

The truth is, founders aren’t scared of hard work; they’re scared of working in a vacuum. 

The companies that move fastest are often led by founders who have at least one person they can think aloud with - someone who understands and respects their messy middle. 

Founders, do you feel the same?

In my next post, I'll be writing about actually useful ways to find your tribe who "get" you. 

Stay tuned :)

Founders, if you feel like you don't have anyone to think through problems with ... here are a few strategies that work:  

I've collected advice from founders who've felt this and solved it for themselves in some way:

1️⃣ Former founders who've exited. 

They have nothing to prove and no agenda. A founder told me her best sounding board is someone who sold his company 3 years ago and now just wants to think through hard problems. 

She wrote him a message with a very contextual problem and that's how they started talking.  

2️⃣ Peers 12-18 months ahead. Not 5 years ahead - the problems are too different. Someone who just navigated what you're about to face remembers the messy middle.

3️⃣ Avoid experts everyone focuses on (this one's my favourite!)

One founder told me: "Everyone wants time with the same 3-4 VCs/experts. Even if I got 30 minutes, I'd just get their polished frameworks - the stuff they've said publicly a hundred times."

Instead, he found another founder at a small event. Both fundraising, both figuring out similar problems in real-time. They grabbed coffee to debrief. Now it's a monthly thing.

----

Finally, how to vet people before opening up to them👇🏻

Start with a small question. And see if they: 

- Ask questions instead of jumping to advice
- Challenge your thinking without making you feel stupid
- Make you feel sharper after talking

If any of these fail, keep looking.


♻️ Repost this to help more founders.

I cried after an in-person event. That day, I learned that loyalty at work shouldn't be one-sided.
(I’ve never talked about this):

It wasn’t a big incident.
No massive conflict or harsh feedback.

It was the tone - the kind that makes you realise you care about the work far more than the person speaking to you cares about you.

I was showing up with intent, effort, and ownership… (not saying I'm perfect!) but the other person spoke to me with a certain entitlement.

It hurt. 

I thought maybe I wasn’t good enough. 

But the more I sat with what was going on, I could clearly feel: 

The issue wasn’t my loyalty. It was giving it to a place that didn't respect it. 

Some environments expect your best while offering the bare minimum in return —

no respect, no clarity, no curiosity about who you are or how you work.

I know I'm not the only one who has been treated like this. This is why I'm sharing this story. 

If "disrespect" is wrapped as "feedback" please run in the other direction. 

We don't need to be loyal to spaces that don’t value effort. 
We don't need to be in rooms that confuse ownership with obligation.

And we won’t shrink myself to make someone else feel more in control.

Loyalty at work should feel reciprocal - not a one-sided affair. 

Has something like this ever happened to you?

Niches I consult in:   

> Deeptech / Robotics  
> Consumer AI 
> Consumer tech  
> Healthtech  
> Insuretech  
> Fintech  
> Energy / Cleantech
> Community / Future of Work 
> Sportstech  
> Media / Events  
> Investing / VC

Precisely why my edge has been: Stealing patterns from one world and winning in another.

I chatted with a founder who raised $3M within weeks. Here's her advice for anyone fundraising: "Have utmost clarity on the type of investor you want to partner with." 

They were clear that they don't want to spray and pray. 

Instead, she focused only on the investors who would understand her pace, her model, and her ambition. 

That clarity saved the team time, energy, and countless conversations that would’ve led nowhere (and drained them).

She and her co-founders spent months researching investors - how they think, what they back, what they expect, and how they work with founders post-cheque. 

And when they finally started fundraising, it worked. Everything moved faster because the alignment was already there.

Interesting to note that in fundraising tables are turning. Founders will filter investors as hard as investors filter founders. 

----

Tomorrow, I’ll share a list of signs to identify your ideal investor (based on her playbook and my own learnings from working with founders).

In your 20s some people will make you feel that your work is worthless.
It is very important that you don't believe them. 


I've worked with people who dismissed my work because they didn't think it added value. 

They assumed they knew better. 

They wanted me to take full ownership while paying the bare minimum.

They'd casually pass comments at how I live my life. 

They thought less of me because I choose to reject full-time employment. 

It is important that when you cross paths with these people (no matter who they are) - you run in the other direction. 

Why? Because they will force you to think small of yourself. Shrink yourself. 
They will make you believe that you don't deserve the world. 
They will cage your ambition with their limitations. 

Guess what happened when I gave up that project? 

My energy aligned. 

I started meeting (and closing deals with) founders who are more aligned to my values. 

My abilities began expanding. 

I made mistakes, but I learned to be better. I was given feedback and it helped me strengthen my creative muscles.

Above all, happiness just skyrocketed. 

And now they watch me closely (and they think I don't know it!).

My 2-week Japan trip gave me back something I didn’t know I had lost — my curiosity. 

6pm in Tokyo.

It’s 10° celsius. My hands are freezing. It’s dark already. 

I’ve walked the whole day. But I still need to walk 20 more minutes to get to the place I’ll grab dinner from. 
 
My legs hurt a bit. 

Out of nowhere I’ve entered the hottest part of Tokyo. It’s so bright and colorful that it feels like I’m in a video game. 

The city is alive. 

So much is happening around me. 

My senses weren’t ready. 

I cannot help but smile. 

I watch people - some are taking pictures, some are sipping on their boba tea, almost everyone has a shopping bag in their hand or two. 

I watch the buildings. They’re huge and the billboards are so enormous. 

Somehow, hundreds of people cross in complete order. 

I wonder where they’re from. 

The place is covered in restaurants. Everywhere I look, there’s something or the other to eat. 

When was the last time you were an observer, Sakshi? 

When was the last time, you weren’t in a rush to get somewhere? 

When was the last time, you truly thought deeply without your brain reminding you that you need to change the context tab now because tasks are pending?

The moment a founder becomes dangerous is when their language finally matches their intent.

I love how Brain Chesky describes it: 

“If you don’t have a clear story, you don’t have a clear strategy.”

This is why creating a narrative is so critical. 

It makes a startup go from: 

“We need to defend our thesis” → “We’re just declaring our direction and the world will follow”

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