Why I built this
Hi, I’m Amy.
I’ve spent my career helping some of the world’s most recognized companies—IDEO, Google, John Deere, Old Navy—navigate growth and change.
In my decade at IDEO, I built and ran a Venture Design practice, launching many corporate ventures. From there, I led new ventures at Old Navy and spearheaded the re-launch of a underperforming business.
I’ve shared my expertise in spaces such as Harvard Business Review, Entrepreneur Magazine, SXSW conference, IDEOU (you may know me from the popular IDEOU course on designing a business), and more.
On paper, it looks impressive: leadership roles, global moves, executive titles.
But each transition nearly knocked the wind out of me.
That’s what led me here. Not because every pivot was smooth—but because each one required tools I didn’t yet have. So I got curious. Over the past decade, I’ve studied design thinking, science (neuroscience, biology, behavior change), and embodied practices (somatics, mindfulness, etc.). Then I did what designers do: I synthesized. I built tools that actually work—especially in the foggy, in-between moments.
Startup by Design is the program I wish I had in those moments.
It’s practical, paced for real life, and designed to help you move forward without burning out.
Let me save you the years of trial and error. Let’s build what’s next—on purpose.