How Joelle Frijters brought transparency into the advertising space with Improve Digital

08:33 – Joelle – “A lot of decisions in the VC industry are being taken based on a gut feeling – do I feel that this guy can scale it [the company] to a billion. And I am not sure if you are half pregnant, you are presenting a standard image of someone who will be able to work 80 hours a week and pushing things through the roof.”

15:35 – Joelle – “ When you don’t have enough money, you start to hire hands to help you. But you also need to hire people that can help you move the needle from A to B independently.”

19:02 – Joelle – “I never have the problem of hiring people better than myself. I think it’s actually a blessing if you can do it.”

31:37 – Joelle – “In hindsight, I would say: take one market and go in big.”

41:38 – Joelle – “Because we were two female founders, which is not very conventional, we also attracted a lot of unconventional profiles – and I think that it’s a hugely underused pool of people.”

55:06 – Joelle – “The product is not what you sell, you need to use it to solve a challenge out there”.