Most founders know what they're building. Far fewer know how to talk about it — not because the story isn't there, but because they're too close to it. I help founders find that distance, shape the narrative, and share it in a way that actually lands. I'm an entrepreneur, business coach, author and a former basketball player — but before all of that, I am a storycrafter, and my experience has taught me not all stories can be told, some can only be experienced.
My path started on the basketball court, playing as an athletic forward for the Wolfpack. What started as a passion for a competitive sport became a love for producing experiences — I moved from the court to organising events, and from events to eventually landing at Slush, where I served as President and Executive Producer. I then spent years at Smartly.io as a Human Catalyst — a Chief of Staff role focused on internal communications, onboarding employees and managers, culture design, and people analytics — and despite my interests always lying in experiences and story crafting, somehow completed a Master's in Computer Science from Aalto University along the way. Both Slush and Smartly.io received the Presidential Award for Internationalization while I was there — Finland's highest recognition for companies driving global impact.
What followed was a few years of honest searching: producing events for VCs and agencies, consulting on narrative and knowledge work, creating content for others and for myself. An idea of a thesis, but mainly just a lot of trying. The thread running through all of it, the one I kept returning to, was story crafting — how founders capture what they know, share who they are, and build something that outlasts the pitch deck. The last three years have been about following that thread relentlessly: writing on Substack, creating podcasts as part of Just Thoughts, and publishing Answers to Love, Life and Leadership in an AI-driven World — a poetry collection exploring what it means to be human in an AI-driven world. Story crafting moved through different ventures and formats, until it all became the work.
Today I'm building StoryRoots — turning real conversations into shareable content — alongside writing, and acting as a founder's friend, helping founders find, shape, and share their story through shared experiences.
