The full story.

For a decade, I ran GTM at startups, most recently as CRO at Project Canary. I spent those years doing one specific thing: building demand for technology the market didn't yet know it needed. Along the way, I've worked with companies ranging from $4M to $60B in revenue, coached teams to 480% growth, drove a 6x spike in new logos in a single year, and closed $163M in cumulative deals.

But while working in these challenging markets, I kept having the exact same conversation with founders. They'd tell me their market was cold, they were facing headwinds, or they just hadn't hit product-market fit.

Candidly? They were describing my companies, too. The difference was that we didn't wait for the market to warm up. We created the demand ourselves, often using the exact same product that a previous sales team had failed to scale.

Most founders misdiagnose the stall. When revenue flatlines, they assume it's a personnel issue. They fire the sales rep and hire another, missing the fact that the skill they actually need is incredibly rare. Getting in front of the C-Suite, reframing their worldview, and making a market need your solution isn't something every knows how to do. That skill is called Demand Creation Sales, and very few people know how to do it.

After enough failed hires, founders retreat to what they know best: the product. They keep building, the runway runs out, and the company dies. It's a tragedy, because these are good companies building things the world genuinely needs. They fail for a completely solvable reason.

I've turned those exact scenarios around without pulling a magical new product out of thin air. But the last time I did it, I couldn't stop asking myself: Where would this company be if I had gotten here two years ago? Could we have built a unicorn?

That's when it clicked. I started Jenergy Labs to stop fixing this problem at the finish line, and start giving founders the playbook before the gap costs them everything.

When I'm not hoping to save world-changing technologies from broken revenue systems, I'm usually deeply invested in my Bay Area community. You can find me hosting my Ladies Smoking Room (a 70-woman collective discussing a variety of topics through a female lens), running a Complex Salon with my partner Martin (CSO and Co-Founder of Gordian Biotechnology), hitting the trails with my GSP, Charles Barkley, or just dreaming up ways to make San Francisco amazing over the next 10 to 20 years.