Luxury Branding for exclusive leaders that magnetically attracts high-end clients | Founder of Lisse Élégance™ | Follow for Luxury Branding & Quiet Leadership insights

Everyone wants a luxury brand, and I can show you 
how to build one that commands premium prices 
and magnetically attracts the right clients. 

As a Luxury Brand Strategist & Visual Design Leader, 
I help CEO’s & C-Suite, Founders, and Entrepreneurs 
turn their business into an elegant, timeless brand 
that radiates trust, authority, and sophistication, 
building a luxurious lifestyle as a result. 

Results: 

➤ Featured in 2 prestigious global publications 
    alongside other high-end Luxury brands, 
    showcasing the power of luxury branding 
    as a business multiplier 

➤ Visual Design Leader for 500+ world-class accounts 
   (Charles Schwab, Fortune 500 companies, 
    Tech Startups) 

➤ Top 3% Creator Worldwide (Brand) 

Here’s how I can help you: 

- Craft a cohesive luxury brand system across all media 
- Position your business to command premium prices 
- Build a magnetic, heritage-driven brand world 
   that elevates trust and authority 

Beyond branding, I find balance in tennis, yoga, running, 
and long walks. Starting my day with a great cup of tea 
while listening to music, reading, and writing helps me 
sharpen clarity. These simple rituals remind me that 
true luxury is found in both stillness and legacy. 

If you’re ready to stop leaving money on the table, 
step into your next level of authority, and elevate 
your brand into a world of timeless elegance 
— welcome, you’re in the right place. 

Thank you for taking the time to visit! 🖤

Emily Rossetta

Introverted leaders’ true advantage: 

→ High emotional intelligence (EQ) 

Research shows that introverted leaders 
have 2 key valuable assets: 

→ More innovative and engaged teams 
→ Higher employee and client retention 

8 Additional Benefits of Leaders with High EQ: 

1 / Authentic 
2 / Innovative 
3 / Empathetic 
4 / Deep Thinker 
5 / Active Listener 
6 / People-First Approach 
7 / Thoughtful Decision Maker 
8 / Openly Receptive to New Ideas 

When we embrace quiet leadership 
and share our authentic selves, 
others feel more comfortable 
doing the same. 

Often, this allows teams to thrive. 

Promoting innovation, 
collaboration, and engagement. 

And ultimately leads to increased 
employee and client retention. 

Paving the way for the company 
to achieve profound success. 

“People who have a high spiritual intelligence 
  don’t just read words. They read moods, 
  they read energy, they read vibes and 
  body language. Their senses are supreme. 
  They might not say much, but they 
  notice everything.” (Unknown source) 

Cheers to the introverts! 

Have introverted leaders made a difference 
in your life? 

I’d love to hear. 


Thanks for reading! 


Find this helpful? If this resonates, please: 
♻️ Repost + empower others to lead with EQ. 
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Research Credit: Forbes 
Image Credit: Pinterest

Luxury Brand Leader | Creating timeless brands for exclusive C-Suite, Founders, & Entrepreneurs | Founder of Lisse Élégance™ | Follow for Luxury Branding & Quiet Leadership insights

Run your own race. 

This is the mindset that most top 1% leaders embrace: 

(And it’s many top Luxury Brands’ philosophy) 

99% of people don’t realize the rest is just noise. 

I was talking to a multi-million dollar entrepreneur 
last week, who was struggling to gain visibility. 

My solution? 

It’s all about distinction 
and how you differentiate yourself. 

At times, we all feel it. 

Self-doubt 
Envious 
Stuck 
Lost 

Feeling like someone else’s life, career, 
or success is better than our own. 

But the harsh truth is that the grass 
is truly greenest where you water it. 

Here are 5 ways you can stop comparing yourself 
to others and start thriving: 

1 / Reality check 

     → What you see in front of you 
          is usually not the full picture 

     → Behind every “perfect” life is hard work 
          and challenges you don’t see 

     → Reflect: Would I really trade everything, 
          or just the highlight reel? 

2 / Invest in what truly moves the needle 

     → Invest in yourself instead of watching others 

     → Small daily wins ultimately grow into 
          profound success over time 

     → Set 1 small goal today, then celebrate it 

3 / Comparison detox 

     → Limit your time on social media 
          if it makes you feel inferior 

     → Follow people who inspire you, 
          not trigger you 

     → Track your own progress, 
          not someone else’s 

4 / Shift your mindset to gratitude 

     → When you envy someone, flip it: 
          Ask yourself: What am I grateful for? 

     → Write down 3 things you love 
          about your life right now 

     → Gratitude shifts focus from 
          scarcity to abundance 

5 / Focus on your own path 

     → Your path to success is unique, 
          it’s often not linear 

     → Comparing paths is a waste of energy, 
          instead use it to build your own path 

     → These are all yours - Your journey, 
          your timeline, your wins 

Life is a marathon, not a sprint. 

Fully appreciating what you have 
while relentlessly focusing on 
achieving your long-term goals 
ultimately builds momentum. 

Success and growth compound over time. 

It’s all about consistent effort. 

The best version of yourself 
is built by your daily choices. 

Invest in yourself and your own life consistently, 
and often success will naturally follow. 


Thanks for reading! 


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Image Credit: Respective Owner

Own your unfair advantage. 

It can truly change your life. 

Your true power? 
→ No one is you 

This is how to differentiate yourself. 

As a person. 
And as a brand. 

Right before you’re about to succeed, 
the desire to quit is often the greatest. 

No matter how challenging it is, 
you will thank yourself later if you: 

Go all in. 
Keep going relentlessly. 
Persevere through adversity. 

Do it for you. 
Do it for your future self. 

You’re the only one who can: 

✨ Do what you’re meant to do 
✨ Build what you’re meant to build 
✨ Become who you’re meant to become 
 
Celebrate your victories. 

Every single one of them. 

→ Personal and professional 
→ Large and small 

No one else truly understands exactly 
what it took to achieve these victories. 

Kindly remember: 

There is a future version of you 
who is proud you didn’t give up. 

The most successful people are uniquely driven. 

Relentlessly focusing on achieving their dreams 
and becoming the person who their future selves 
would be proud of. 


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1 lesson I learned in Corporate + Entrepreneurship: 

→ Positive obsession is truly a gift 

(Contrary to popular belief) 

Never apologize for being obsessed. 

Being successful as an entrepreneur 
and as a high-performing leader 
requires emotional intelligence 
and mastering the mentality 
of a great athlete. 

It’s all about fully accepting 
that there are seasons in life. 

And being willing to live a few years like 
most people won’t so that they can spend 
the rest of their lives like most people can’t. 

So, when people criticize you for being 
a relentless overachiever in your pursuits… 

Like: 

Staying in the gym for 3 hours 
Pulling an all-nighter for your business 
Reading your new book for the entire day 
Finessing every detail of your design/product 

Just remember… 

Positive obsession is a gift. 

Not a behavior to be suppressed. 


✨ Always strive for excellence ✨ 


What are you passionately obsessed with? 

I’d love to hear. 


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Executive presence begins with a calm mind 
and emotional intelligence. 

Most leaders don’t realize the quiet power 
of a calm mind and how it: 

Clears the noise 
Sharpens your thoughts 
Helps you lead with quiet strength 

I was talking to a young 6-figure entrepreneur 
about how a calm mind and emotional intelligence 
ultimately leads to executive presence 
and quiet confidence. 

They are the foundation of great leadership 
and true luxury. 

The calmer you are, the clearer you think.  

(From what I’ve learned along the way 
  both in entrepreneurship and corporate)

You stop reacting. 

And instead, you start making thoughtful decisions 
with peaceful precision. 

Quiet leadership doesn’t chase attention. 

It earns trust and respect. 

And luxury isn’t always what you wear or drive. 

Sometimes, it’s the calm you embrace. 

Stillness is a status symbol. 

One that is truly timeless. 


What are your thoughts on executive presence? 

I’d love to hear. 

Share your thoughts below. ↓ 


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Image Credit: Respective Owner

At a young age, this 1 fact changed my life: 
▪️Your mindset affects everything 

Continually mastering emotional intelligence 
is what has carried me through (still to this day). 

It’s one of the most powerful skills 
people can have. 

How you show up 
How you perceive the world 

Ultimately shapes your entire reality. 

And can truly impact others’ reality. 

Showing up with genuine kindness is transformative. 

And costs you nothing. 

Adjusting how you respond to things 
that you feel are sent to disrupt 
your inner peace says a lot 
about your character. 

Subconsciously, you know that your actions 
speak louder than words. 

What you achieve in life is all about your mindset. 

Here are 3 lessons I’ve learned along the way: 

1/ Lead by example 

▪️Kindness and empathy go a long way. 
     They set the tone for how to treat others 
     and successfully collaborate. 


2/ Encourage growth 

▪️Elevate others by identifying 
     their strengths and weaknesses 
     and advocating for them. 


3/ Calmness, composure, and resilience 
     during a crisis are essential 

▪️They build confidence, trust, 
     and respect amongst others. 


What’s one lesson you’ve learned that has shaped 
your approach to life? 


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Quote Credit: Cory Allen 
Image Credit: Respective Owner

Luxury Brands win by creating movements. 

They elevate your lifestyle. 

A lifestyle that offers you true freedom. 

Here’s how building a luxury brand 
can change your life: 

▪️They are the authority. 
      They position themselves as the only choice 
      by setting themselves apart from 
      all of the noise. 

▪️They build trust by genuinely connecting 
      with people and their values.  

▪️They don’t just sell products/services. 
      Instead, they build brands that people 
      truly want to be a part of. 

Luxury Brands create a remarkably exclusive, 
cohesive experience. 

Here’s a 6-Step Branding Checklist 
to help you get started: 

1 / Define your Brand Strategy 
2 / Craft your Brand Story 
3 / Establish your Brand Voice 
4 / Design a Cohesive Visual Language 
5 / Build Brand Awareness 
6 / Engage & Measure 

Build a lifestyle, not just a Brand. 


Think about your brand. 

What excites you the most about building it? 

I’d love to hear. 
Share in the comments below ↓ 


Thanks for reading! 


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♻️ Repost + empower others to build a lifestyle. 
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Image Credit: Studio Lanuè

You are always one decision away 
from a totally different life. 

Success is all about timing and taking action. 

It may come with isolation. 
It may come with adversity. 
It may come with discomfort. 

But ultimately when you design your own life, 
it leads to pure fulfillment. 

To true luxury. 

I learned this at a young age. 
 
My grandfather once told me something 
I will never forget. 

Every morning you have 2 choices: 

→ Continue to sleep with your dreams 
→ Wake up and chase them 

Opportunities are infinite. 

But they also expire…eventually. 

Would you rather have: 

↳ Option 1. Comfort Now → Discomfort Later 
↳ Option 2. Discomfort Now → Comfort Later 

A client of mine (fellow founder) mentioned 
feeling stuck continuously climbing 
the traditional career path. 

Feeling invisible. 
Feeling alone. 
Feeling lost. 

Not realizing what a different life could look like. 

Investing in himself by building an iconic brand 
and becoming an entrepreneur has allowed him 
to turn his dreams into a reality. 

And the freedom to create a life on his terms. 

Don’t wait until it’s too late. 

Start now. 

Design your own lifestyle 
and fulfillment will naturally follow. 

What option will you choose? 


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Image Credit: Neuron Visuals

They say money can’t buy happiness. 

Fair point. Here’s the truth: 

Your brand can inspire it. 

It can build the luxurious lifestyle 
you’ve been imagining. 

Luxury isn’t just expensive. 
It’s emotional. 

Here’s how you can build a brand that feels rich 
(even beyond the price): 

Share a story 
→ People love feeling like they are a part 
     of the journey 

Design for emotion 
→ Make people feel something 
    (it’s all about human psychology) 

Sell the feeling, not the product/service 
→ People crave the feeling they experience  
     after receiving the outcome 

Every interaction matters 
→ Create delightful moments 
     (kind words, unpacking, luxurious details) 

Focus on making people feel seen 
→ People want to be invited into this world, 
     create a warm sense of belonging 

Luxury = meaningful impact + master craftsmanship 
→ When your brand feels like purposeful art, 
     people pay for more than a product/service 

After all, happiness isn’t guaranteed. 

It’s ignited and built by you. 

Create a luxury brand that builds a life 
you’re proud to lead. 

What’s one thing that would add 
happiness to your life? 


Thanks for reading! 


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      their own dream lives. 
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Image Credit: Respective Owner

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Investing in your luxury brand = your ultimate freedom. 

During the early stages of entrepreneurship, 
you can feel like you’re lacking 2 important things. 

Time & Money 

With a strong luxury brand: 
How you spend your time is your decision. 
How you spend your money is your choice. 

The other day, I was talking to an entrepreneur 
who mentioned that they felt stuck and desperate. 

Desperate to make a lot of money. 
Desperate to succeed as fast as possible. 

The key? 

→ Help people by solving their challenges. 

Once you reframe your mindset 
and shift your focus from making money 
to creating value, money will naturally follow. 

This is where your luxury brand comes into play. 

Build authority. 
Define your vision. 
Live your mission, authentically. 

Remember: 

Money is a tool, not the goal. 
The goal is freedom. 

Richard Branson says it brilliantly: 

“Some entrepreneurs think how can I make 
  a lot of money? But the better way is to think 
  how can I make people’s lives a lot better? 
  If you get it right, the money will come.”  

It’s up to you. 

Remain invisible. 

Or 

Build an iconic luxury brand. 

Which one will you choose? 

Don’t know where to start? 
DM me “FREEDOM” and we can talk it over together. 


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       in their brands. 
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Image Credit: Respective Owner

Entrepreneurship embraces a vision only you can see. 

And high emotional intelligence only you can build. 

It can be lonely 
It can be defeating 
It can be heart wrenching 

While at the same time, it can be 

Deeply aligning 
Immensely rewarding 
Truly fulfilling and heartfelt 

It all comes down to your mindset. 

And because of all of this, taking nothing personally 
has been my savior time and time again. 

2 things I’ve learned to distance from 
during this journey: 

1 / Caring what they think 
2 / Thinking that they care 

I’ve learned countless times that the true champions 
(the top 1%) adopt these 3 rare traits: 

▪️Resilience 
▪️Conviction 
▪️Determination 

All with the vision to ultimately achieve excellence. 

They keep going when no one is watching 
and no one is cheering them on. 

The reward isn’t in the recognition. 

It’s in who you’re becoming. 

Show up and stay in the game! 

Your future self will thank you. 

Who’s with me? 

How has taking nothing personally 
driven you closer to your dreams? 


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Image Credit: Respective Owner

Luxury brands win by quietly whispering. 

They are champions with high standards of excellence. 

Here’s how ↓ 

They move in silence and deliver distinctly. 

When it comes to capturing attention: 

They are not loud. 
They don’t chase. 

They just show up and perform. 

With boldness 
With sophistication 
With unapologetic authenticity 

Their magnetic presence says it all. 

They give the world something worth talking about. 

Remember: 

Noise fades. 
True excellence lasts. 

Luxury brands elegantly embrace differentiation. 

They leave a timeless legacy. 

It’s not for everyone. 

It can be lonely at the top. 

What’s your next move? 


Thanks for reading! 


Enjoy this? 

Join the exclusive 1% who deeply live 
this movement of luxury in all forms, 
building authority, becoming champions, 
and creating excellence along the way. 

I’m on a mission helping leaders 
turn their invisible brands to undeniable, 
luxury visionaries. 

Curious to learn how? Book a free strategy call 
with me. (Link is in my Featured section) 

Don’t miss your chance to own your brilliance. 
Limited spots available for 2025.

Most entrepreneurs feel invisible. 
They’re lost in a sea of noise. 

What they don’t realize? 

Their distinction is their signal. 

Their iconic signal. 

After speaking with a 6-figure entrepreneur 
1.5 weeks ago, she expressed that she (like many) 
secretly hates selling. 

She wants more freedom, more clarity, 
and a brand that speaks for her. 

She’s earned her impressive reputation, 
while scaling her business and balancing 
other ventures. 

But her digital brand narrative still felt generic. 

She thought she needed a large following to sell. 

But here’s the truth. 

It’s all about positioning. 

Positioning (when done right) sets you apart. 

If your brand world isn’t communicating 
trust, elegance, and authority… 

You’re leaving millions on the table. 

She didn’t need 200,000 followers to sell 
or another unoriginal, overused design. 

She needed to differentiate herself 
and a brand that reflected her true brilliance. 

Timeless. Sophisticated. Magnetic. Undeniable. 

For years, I've partnered with small start-ups 
without any branding as well as large world-class 
companies to elevate their brand presence. 

I’ve helped 6-8 figure high-level entrepreneurs 
and exclusive leaders step into that space. 

Where luxury is felt. 

Its quiet power rooted in something deeper. 

Where less says more. 
Where design becomes desire. 
Where people trust you before you speak. 

Many entrepreneurs are looking for a quick fix. 
Something they can do themselves 
and at their own pace. 

I’m working on something exciting 
that can quickly provide actionable next steps. 

And it needs to be customized to each individual. 

I've created a Luxury Brand Audit that shows you 
exactly what’s working, what’s not working, 
and what you can do next that can provide 
exponential results. 

I’m inviting 5 founders/CEO’s/entrepreneurs 
into a conversation to explore what’s missing 
in their brand presence and how to build a brand 
that commands premium pricing effortlessly. 

This is not to sell. It’s just to explore. 

No pitches. No commitments. 
Just clarity and refinement. 

DM me “BRAND” and we’ll find a time to chat. 

P.S. This is only for those who understand 
the importance of brand presence and 
the value it offers. 

A true luxury brand doesn’t chase relevance. 
It’s felt deeply and becomes part of your story, 
your heritage, and your lasting impact. 

Build a lifestyle. 
Not just a Brand. 


Enjoy this? Follow Emily Rossetta for more.

Luxury brands are magnetic. 

They create an intrinsic connection with you. 

Here’s how ↓ 

They create a timeless experience. 

Their own unique experience. 

A lifestyle. 

A lifestyle that takes time to build and define. 
A lifestyle the top 1% are relentless to win. 

A movement that everyone truly wants 
to be a part of. 

What people often don’t realize is this. 

Human psychology plays a large part 
in defining luxury and branding. 

According to Donatella Versace: 
“What defines luxury is uniqueness, 
  emotion, and desire.” 

With luxury comes: 

▪️Elegance 
▪️Exclusivity 
▪️Status 

Just like a great book where each chapter 
captivates you to keep reading more 
(at a rapid pace) … 

Luxury brands create their own unique story. 

Capturing your undivided attention. 

And influencing you to want to learn more. 
 
Luxury brands:  

▪️Create a world (a universally evolving system) 
▪️Make you feel special 
▪️Differentiate themselves  
▪️Show you an elevated lifestyle 
       that can be all yours 

And show you their true value. 

Showing you exactly why they are worth 
your undivided attention. 

After all, you can: 

▪️Become your own luxury brand 
▪️Create your own unique story 
▪️Build your own luxurious lifestyle 

“A great brand is the story 
 that never stops unfolding.” 
 — Tony Hsieh 

How would you define luxury? 

Write down 1 word. ↓ 


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Image Credit: NHU Design Studio

Luxury is not something you buy. 

It’s something you embody. 
It’s built from within. 
It’s a lifestyle. 

And it’s a world that people desire to be a part of. 

This is how I view luxury. 


I was talking to a multi-million dollar CEO 
about human psychology, 6 days ago. 

And how ultimately people’s decisions 
are emotionally-driven. 

Once you have established yourself as luxury 
the rest naturally follows. 

Here’s how quiet luxury speaks volumes 
and sells without saying a word. 

1. Status provides the feeling of importance. 
↳ People don’t just buy products/services. 
    They buy how it makes them feel. 

     Luxury makes them feel valued. 

2. Exclusivity wins. Scarcity creates desire. 
↳ When something is always available, 
    it loses value. 
    
    Positioning it as rare, limited, 
    and something you have to earn 
    makes it that much more desirable. 

3. Silence is powerful. 
↳ Luxury brands are not loud. They whisper. 

    They attract attention without chasing. 

4. Belonging builds loyalty. 
↳ People want to feel like they are 
    a part of a special world. 

    Make your brand a private club 
    where only a limited number of people 
    are invited. This offers a premium feeling 
    unlike a public place where everyone has access. 

5. Details build trust.
↳ Thoughtful craftsmanship throughout 
    the entire experience is a must. 

    Every detail and interaction matters. 


Luxury brands speak to the heart. 

They create legacies. 

Legacies built from grace. 

Become iconic and watch your brand 
powerfully influence. 


Tired of feeling invisible and not sure where to start? 

You can book a free luxury brand strategy call 
with me, Emily Rossetta. 
(Link in Featured section) 

I’ll show you how to build your own luxury brand.

Fractional CFO | Helping Founders Scale Beyond $2M ARR with Strategic Finance & OKRs | Founder @ FounderFirst

I didn’t grow up pitching VCs or building apps.

I grew up in Dimitrovgrad, Bulgaria, where I didn’t speak a word of English and didn’t know anyone in tech.
But I knew how to spot opportunity, adapt quickly, and keep going.

At 17, I taught myself English. At 19, I earned a scholarship to study in the U.S. 
I came with a suitcase, less than $300, no backup plan, and did whatever scrappy thing it took to stay afloat.

Then on April 15, 2015, something clicked.
The startup world found me. And for the first time, I felt like I fit.
The chaos, the creativity, the responsibility - it was mine to carry, mine to shape.

What started as a leap into the unknown became a decade of building behind the scenes.

Since then, I’ve worked with more than 20 early- and growth-stage startups, both VC-backed and bootstrapped, across B2B SaaS, Fintech, and Edtech. 
I’ve helped scale revenue from $500K to $20M, grow teams from 10 to 200, and build finance and ops functions from scratch.
I’ve navigated pivots, layoffs, down rounds, near-bankruptcies, exits, and helped founders get to the other side.

In 2024, I launched FounderFirst to do exactly that: support founders and leadership teams with the structure, clarity, and tools they need to grow sustainably.

What I Do:
- Finance: Fractional CFO support, modeling, forecasting, and investor-ready reporting
- Strategy: OKRs and operating models that don’t die after kickoff
- Coaching: For founders and finance leads navigating the messy middle

When I’m not working with founders, you’ll find me planning my next national park hike or deep in a great book (suggestions always welcome).

Curious what's possible on your scaling journey?

Don't be a stranger. Book an intro call: https://shorturl.at/kjU5J

Mariya Valeva

At 34, she rang the Nasdaq bell, holding her toddler in her arms.
A $1.6B valuation.
Katrina Lake had just taken her company, Stitch Fix, public.

A company she built from her apartment floor, while pregnant. Twice.
She didn’t come from a family of founders.
She didn’t have a network of angels or tech mentors to call.
Her mother was a teacher who immigrated from Japan.
Her father, a transplant doctor who believed deeply in hard work and quiet sacrifice.

She grew up straddling two worlds - Japanese at home, American at school.
Learning early that success didn’t come from confidence, but discipline.

Years later, Katrina found herself in business school, surrounded by future bankers and VCs.
But she had no interest in finance.
She wanted to build something… useful.
The idea started simple:
What if busy women could get clothes picked out for them - based on data, but curated by a human?

She used SurveyMonkey to collect style preferences.
Tracked feedback in spreadsheets.
Packed boxes from her apartment floor.
And mailed them one by one.
This wasn’t a “tech company” in the traditional sense.
No SaaS margins. No app. No virality.
Just a belief that personalization - done right - could scale.

Most investors didn’t get it.
Too operational.
Too slow.
Too… retail.
And maybe, too female.
So she ran lean.
Proved retention.
And let the numbers speak.

By 2017, Stitch Fix was ready.
She took it public, and made history.
The youngest woman to IPO a tech company.
A new kind of founder.
One who didn’t “fit the mold.”
She just built her own.

A second-generation immigrant founder, raised to keep her head down -
who ended up showing the world what leadership can actually look like.
Quiet. Relentless. Human.
And maybe that’s what more of us need to see right now.

She cashed out her 401(k) to sell scrubs.
Ten years later, FIGS went public at $4.6B.

At the time, Trina Spear was “living the dream” on paper: 
• Harvard MBA 
• Wall Street pedigree 
• A high-paying job at Blackstone 
• Everything her Cuban refugee parents worked for

But success that looks good on the outside hits differently on the inside. She wanted meaning, not prestige. Then came the call that changed everything. A mutual friend connected her with Heather Hasson.

She had an idea, simple, but radical:
“What if we made scrubs people actually want to wear?”
Heather had seen her best friend, a nurse practitioner, wear the same boxy, uncomfortable uniform day in and day out.
Cheap fabric. No pockets. No pride.
No one had thought to make scrubs better.
Because no one had thought healthcare workers deserved better.
That single insight lit a fire.
Trina couldn’t stop thinking about it.
Within a few days, she booked a flight to LA.
Met Heather in person.
And said the words that would change both of their lives:
“I’m in.”

They didn’t have funding.
They didn’t have supply chains.
They didn’t even have a product line.
But they had purpose.
So they started small.
Selling scrubs out of the back of a car.
Showing up at hospitals during shift changes.
Swiping credit cards on the sidewalk.
Shipping orders from their own apartments.

Investors didn’t get it.
They said the market was “too niche.”
That doctors didn’t care about style.
That nurses wouldn’t pay for comfort.

They were wrong.
Trina and Heather didn’t just sell scrubs.
They built a community.
They made healthcare workers feel seen, celebrated, and respected.
And they did it profitably, sustainably, and on their own terms.

In 2021, FIGS became the first company led by two female founders to IPO on the NYSE.
$4.6 billion.

If you're building something the world doesn't understand yet..
This is your reminder:
You don't need permission.
You just need one "yes."
Maybe it's yours.

You don’t truly understand a business until you’ve had to clean up the mess.

It’s easy to give advice when you’re not the one dealing with the aftermath.
Easy to sound smart when your strategy lives in slides - not in systems, team dynamics, missed targets, or investor pressure.

But business isn’t built in theory.
It’s built in the uncomfortable.
The tradeoffs.
The reworks.
The silent pivots.
The “we thought this would work” moments.

That’s where real insight comes from - not from watching, but from staying.
From living the consequences of your decisions and iterating through them.

Because until you’ve felt the problem, your solution is just a guess.

*Video credits: simplyougrow insta

One viral thread. $2.4M in ARR.
Sounds like the dream, right?

You post. It hits.
Traffic, users, momentum - all from one channel.
That’s exactly how Copy. ai took off.
No “multi-channel strategy.”
Just one thing done exceptionally well: Twitter.
One thread. $2.4M. Done.

Meanwhile, most founders are still doing content gymnastics across five platforms… and wondering why nothing’s landing.
The difference?
Focus that compounds.

→ Merit Beauty skipped TikTok and podcasts. IG only. $100M+ in sales.
→ Lenny Rachitsky started with one Substack - now brings in $500K+/year and runs a top business podcast. → Glossier? One blog built a $1.8B brand.
→ Physics Wallah? YouTube only. Now $2.8B.

You don’t need to be everywhere. You just need to be undeniable somewhere.
I break it all down in today’s newsletter, check it out here → https://lnkd.in/ej3GB8dc 

🦃 Happy Thanksgiving - enjoy the pie, and the newsletter!

How do you raise $350M, hit a $2B valuation…
and still crash hard?

Remember InVision? The design darling that disappeared.
They had everything:
✔️ A killer brand
✔️ 7M+ users
✔️ A market hungry for collaboration tools
✔️ And yes, $350M in capital and a $2B valuation

So what happened?
They made the same mistake too many founders do after a Series A or B:
They scaled hype instead of substance.

Here’s where it went off the rails:

🚩 They stopped listening to the market.
While Figma doubled down on real-time collaboration and cloud-native speed, InVision clung to its old prototype model and released Studio years too late with bugs, missing features, and poor adoption.

🚩 They over-invested in sales, under-invested in product.
Massive sales teams. Endless marketing pushes.
But behind the curtain? A tool users didn’t love and that teams outgrew.

🚩 Their tech stack couldn’t scale.
Studio and Freehand weren’t just late, they were unstable.
Performance lagged. Collaboration broke. Teams jumped ship.

🚩 They misread their edge.
Instead of doubling down on what made them valuable, they spread themselves thin trying to be everything, while Figma was becoming essential to modern design workflows.

🚩 They burned money chasing growth, not resilience.
Headcount ballooned to 1,200. Revenue fell by 50% in a year.
They sold Freehand in a fire sale to Miro.
They went from market leader… to a cautionary tale.

→ Product-market fit isn’t static.
→ Capital can amplify dysfunction.
→ Growth only works if your foundations are solid.

And guess what?
You might already be heading toward an InVision moment.
It won’t look like a crash, until it does.
Ask yourself:
- Are we evolving, or just expanding?
- Do we actually know our operational weak points?
- Is our product irreplaceable, or just familiar?

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taplio

The Battle

Emily Rossetta

Mariya Valeva

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Emily Rossetta's LinkedIn Performance

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Performance ScoreEmily Rossetta's LinkedIn Performance