From zero to Spekit: 10 hard-earned lessons I’d share with every first-time founder

If you had told me eight years ago that I’d be on a podcast sharing the lessons from building a category-defining company, as a first-time, non-technical female founder in a crowded market, I probably would’ve laughed. Or cried. Maybe both.

But here we are.

I recently joined David Politis on the "Not Another CEO Podcast" for a conversation that was raw, reflective, and full of the moments most people don’t post about on LinkedIn. We talked about everything from hiring missteps and brand-building bets to how I almost broke Spekit in 2022—and what pulled us through.

This wasn’t a polished success story. It was a real one.

Here are the biggest takeaways from our conversation:

Lesson 1: Brand is your moat when nobody knows your name

We leaned into hot pink. We created Speki, the octopus mascot. We showed up to Dreamforce before we had a single customer. I posted relentlessly on LinkedIn. Why? Because we had to get noticed.

That emotional connection to brand gave us credibility long before our product was mature. It still fuels our word of mouth today.

Lesson 2: LinkedIn is still the most underpriced distribution channel

Back in 2018, I had 200 followers. No product. Just conviction. I hacked it: family group chats boosting my posts, bright pink blazers for recognition, and content that challenged the norm.

Those early posts turned into leads. Those leads turned into customers. LinkedIn still drives meaningful pipeline today.

Lesson 3: Take bold bets when the stakes are highest

We spent one-fifth of our bank account on a Dreamforce booth. It was terrifying. But it got us in front of our audience (and landed our first five customers).

Sometimes you bet big not because you’re sure it’ll work, but because the risk of not trying is worse.

Lesson 4: Community outperforms ads every time

I built relationships with Salesforce admins on Twitter, not because they had budget, but because they had influence. Some never became customers, but they became superfans. They shared our content, gave feedback, and built buzz.

Champions are often louder than buyers.

Lesson 5: The hardest moments will shape your leadership

In 2022, we faced performance issues, a painful layoff, and my co-founder stepped away. It was brutal. But we focused. We rebuilt our foundations.

Today, our product is better than ever. Our culture is stronger. That season tested me more than any other, and I’m grateful for what it revealed.

Lesson 6: Hire for humility, not just experience

Our best leaders weren’t always the ones with the most impressive resumes. They were the ones who said, “I haven't done this exact thing, but I'm willing to learn.”

Hunger, vulnerability, and a bias for action matter more than pedigree.

Lesson 7: Share before you're "ready"

I wasn’t a technical founder. I didn’t come from enablement. But I had lived the pain, and I was obsessed with solving it. So I shared what I was learning. That honesty built trust.

You don’t have to be the expert. You just have to care deeply and be willing to learn out loud.

Lesson 8: Desperation leads to bad hires

When I’ve hired from a place of urgency or ego, I’ve made mistakes. I’ve been sold on shiny resumes. But I’ve learned: slow is fast. Take your time. Interview deeply.

Understand how someone runs their team. And make sure they know what to expect from you, too.

Lesson 9: You don’t need the “perfect” background to build something transformative

What I lacked in technical training, I made up for with customer proximity and relentless curiosity. Over time, that perspective became a superpower.

You don’t have to be the expert in the role, you have to be the expert in the problem.

Lesson 10: AI has finally caught up to the vision

When I pitched Spekit, I said: “Imagine if a rep could get the exact guidance they need, right when they need it.”

That felt like a dream. Today, it’s real. AI is making just-in-time enablement a reality. Reps are saving time. Teams are seeing results. And the feedback is electric.

If you’re navigating the early stages of company building or just trying to stay sane as a scaling CEO, I hope this conversation helped you feel a little less alone.

And if you haven’t yet, check out the full podcast episode on Not Another CEO Podcast for even more stories and takeaways.

Thanks again to David Politis for the realest chat I’ve had in a long time.