I do some of my best thinking on walks.

About five years ago, around this time, I was on one of those walks, brainstorming how to better promote myself as a newly minted contributing writer for Forbes. I was passionate about covering early-stage fintech companies, but I kept asking myself: How can I reach a wider audience?

Then — like a bolt of lightning — Money Memories came to me. The vision was clear from the start: interview people from all walks of life and ask them about their earliest or most impactful money memory.

My dream was to eventually land a select list of “dream guests.” That list has changed over time — but Bad Bunny has always stayed on it.

I am still working on it. Hopefully, he will be on the show in under five years.

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Nearly every founder I have spoken to built their company because they were frustrated. With broken systems. With lack of access. With the way things have always been done.

Take Bam Azizi, founder of Mesh. His experience navigating complex global finance systems as an immigrant shaped how he built his platform. That is what makes the best founders credible: they are building from lived experience, not from spreadsheets.

2️⃣ You are not your pitch deck.

Founders often believe they need to be “on” all the time. But the conversations that resonate most on Money Memories are when people drop the act and talk like a human. The awkward money stories. The job they took to pay rent. The moment they realized a seed round would not fix everything.

That vulnerability does not make you weak. It makes you relatable and real.

3️⃣ Distribution > product

I cannot count how many founders have told me, “We built this amazing thing, but no one knows about it.” The truth is, product is only half the equation. If you cannot reach your audience, you do not have a business. You have a product.

The founders who stand out are the ones who treat storytelling, brand, and partnerships as core capabilities, rather than afterthoughts.

4️⃣ No one is coming to save you

This one is tough. But it is real. Many founders hope that if they work hard enough, someone will “discover” them. But venture does not work that way. Access is uneven. Outcomes are not fair.

The ones who survive — and thrive — learn how to navigate the system while staying true to their mission. They know how to take a “no” and keep moving.

5️⃣ You do not need to go big to make it count

Not every business needs to raise $100M. Some of the most inspiring guests I have interviewed are building profitable, sustainable companies that reflect their values and serve real needs.

Success is not always scale. Sometimes, it is freedom. Or ownership. Or creating something your younger self needed.

Money Memories was built on the idea that how we talk about money shapes how we show up in the world. The stories we tell matter. And whether you are a founder or just someone figuring it out — you are not alone.

🎧 A new Money Memories episode dropped last week featuring Mesh founder Bam Azizi, who shared his journey from growing up in Iran to embedding global finance into everyday platforms. One listener told me it was the first time crypto actually made sense—which makes me extra proud of this one!

Listen and subscribe wherever you listen to podcasts, including Apple and Spotify.

If you are attending any of these upcoming events, let me know. I would love to find time to connect:

More Americans are tapping into their 401(k)s as emergency funds:

New laws and employer-driven features—like automatic enrollment and $1,000 penalty-free emergency withdrawals—are making it easier, but experts warn this “leakage” could erode long‑term retirement security by up to 30%.

🗣️Tell me what you think:
Have you ever considered using your 401(k) as a safety net? What would need to change for you to feel comfortable, or uncomfortable, with that option?

📌Earlier this year I had the privilege of hosting an event sponsored by LaFamilia.. If you’re a Latino founder or investor, give it a read

📌The US Track and Field Championships Were Dramatic: I have little faith in the men’s relay team not dropping the baton. Sigh.

Till next week,
🏃🏽‍♀️ Ilona