The Foundation Is Everything

Notes from slowing down and being new at something again.

Last week I announced that I’m building again. The response was overwhelming, in the best way. The notes from people, from all seasons of my life, were just everything. It seems a lot of (all?) women can relate to wanting to simplify the day-to-day choices that often bury us, and many are very excited to shop NEON PALM once it’s live. Amazing.

Quick reminder to sign up for early access to the waitlist. I’m sharing more there as this unfolds.

But today I wanted to share some wild emotions and learnings from development, which kicked off in Miami last week.

On the drive to my first development kickoff, I was blasting Fast Car and singing it way too loud (also, why does that song still HIT?). I felt that familiar mix of energy and nerves, excitement and doubt. And if we’re being all sorts of honest here, I kept thinking “what the hell am I doing?” And seriously contemplated turning the car around and cancelling the whole thing.

But then I walked into the studio and something strange happened. A sense of ease came over me. A calm. A confidence that felt physical, not mental. It reminded me of getting my first tattoo - how once I sat in the chair, it suddenly felt inevitable. Like the decision had already been made somewhere deeper, and all I had to do was relax and enjoy the ride.

We talked fashion. We swapped stories. She was impressed by the intention and the thoughtfulness behind what I’m trying to build. And instead of bracing myself or over-explaining, I just felt… steady. Present. In it.

And y’all, I learned so much that day.

I was very clearly outside my comfort zone. At moments, honestly flailing out there. And instead of pretending I knew more than I did, I just asked questions. Without shame. Without trying to prove anything. And it was surprisingly freeing. Refreshing, even.

What surprised me most was how much of the day focused on material.

I had spent so much time thinking about the garment itself - how I want it to feel on the body, how it should wash, how it should wear, how it should look and move and live in a woman’s life. But we spent the bulk of our time talking about fabric. Cloth options. Weights. Structure. Color. Drape.

And it reminded me of something really important that we often forget: the foundation of anything is everything.

That landed hard.

Because even after sitting in the CMO seat for over a decade, I’ve watched this play out again and again. Fast-growing startups chasing the next big thing, ideas flying, ambition everywhere, and almost always, the foundations aren’t there. Who are we, really? Why are we different? What actually drives growth? How does the data flow? Where does alignment break down?

So much of my work has been trying to build those foundations while also sprinting toward whatever is next. And if I’m being honest, it’s exhausting. It’s crushed me more than once. It reminds me of when I used to rock my daughter to sleep as a newborn. She would only fall asleep if we rocked her standing up…for hours. You’re constantly moving, afraid to stop, not totally sure what comes next, completely depleted, and scared that if you pause, everything will fall apart.

It might sound dramatic, but talk to almost any senior leader in tech right now, and I don’t think they’d say it feels all that different.

And maybe that’s why I’ve been so drawn to building NEON PALM.

I want to slow it down. Like way, way, way down. I want to spend an entire day choosing the right fabric so these garments actually have the chance to become what they’re meant to be. To give them the best possible foundation. To get it right.

The development kickoff was also full of other surprises.

Like how much conviction I have around the details.
No, it must come in three lengths, even if it’s more expensive.
No, it must only have a hidden zipper - I want to remove the noise and let the woman shine.
No, it must have pockets, because pockets are a woman’s best friend.

There were also some humbling moments. Like realizing how off I was on production timelines. Or how expensive packaging is likely going to be - because yes, that part is going to be beautiful, and no, I’m not backing down on that either.

As I reflect on that day, I can honestly say it was one I’ve been waiting for for a long time. An anxious excitement that lived up to years of dreaming about this. Learning more in a few hours than I had in years. Feeling just how convicted I am about the things that matter most. And being reminded, once again, how much the foundation matters.

And how grateful I feel to be building it the right way, from the very beginning.

Hopefully you’re enjoying these reflections - watching a 20-year tech veteran learn to build something she can actually hold in her hands. At the very least, I hope it sends a small rumble your way. Perhaps an important reminder that we are not just one thing.

We are many things. And maybe loving as many of them as we can is the whole point.

Cheers to building beautiful things and loving as many things in this life as we possibly can.