I've worked on a prediction market, an AI matchmaking app, and soap made from used cooking oil. Nobody types “soap made from used cooking oil” into Google. There's no demand to capture and no category to be the better option in, so every user I got was someone who wasn't looking for me and got interrupted well enough to care. That's the part I've spent most of my time on.

I'd been at it before there was a product involved. I started auditioning at thirteen, so most of my adolescence was hallways full of girls who looked exactly like me. Nobody in that room owed me a reason to cast me over any of them, and preparation was the only variable I controlled, so that's where I made the reason.

And I followed this same philosophy in my work at Ditto, Unify, and TBG Picks; take a product nobody has a reason to want yet and build the reason.