Pop-Ups, Planes, and the Power of One Clear Email

What 10 days on the road taught me about clarity, momentum, and showing up, wherever you are.

Back home in sunny Vancouver after ten days on the road, and it actually feels good to be grounded again. I’m starting my mornings with laps at Kits Pool, then biking to my office at Pavilion. It may be the dog days of summer, but it feels pretty damn sweet. This space is where I slow down, take stock, and share what’s really going on while I build Sleep or Die with as much intention as possible.

Me trying to run in the NYC heat last week 🥵

Lately that’s meant getting work done wherever I am. This past stretch was ten days on the road, and when you’re bouncing between cities, you have to get good at adapting. On planes with free Wi-Fi. Between meetings in borrowed back rooms. From my childhood bedroom desk. Even while walking through a new city just to reset my brain. One of the quickest marketing emails I sent all week was from my brother’s porch while waiting for an Uber. Somehow, that scrappy note sparked a LinkedIn post from someone who felt inspired by the clarity. More on that below.

Balance doesn’t have to mean stillness, it means finding momentum in motion. Founder life on the road is never polished. It just needs to work.

Here’s what went down…

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Investor Breakfast at FABRIK
Annie Evans invited me to FABRIK, a beautiful new co-working and community space in New York, for an investor breakfast. The room was full of powerhouse women, Annie, Muna, Maggie from MomSnacks, and Vanessa, another founder I’ve long admired. There’s something magical about seeing familiar faces in a new city and realizing they’re on this journey with you. It makes everything feel possible.

The highlight? Watching the FABRIK co-founder Jaclyn pitch her heart out. But it wasn’t just the pitch, it was how she handled the Q&A. Calm, clear, sharp. I left inspired, and reminded that half of the job is just staying confident when the spotlight turns.

Lucky to be in your orbit, Annie

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One Email. Big Results.
We sent one of the most direct emails we’ve ever written. No fluff, just the facts, and it worked. Bundle sales spiked.

The promo ends tonight, so I’ll be digging into the final numbers soon. But here’s what hit me: if you’re not being clear, you’re being confusing. And confused people don’t convert.

Stock up baby.

Tap the image to see the full LinkedIn feature

As a founder, I have to gut-check everything: If I were the customer, what would I do after reading this? If the answer isn’t obvious, it’s not clear enough. Period.

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150 New Sleep Tape Testers Later...
We teamed up with Monday Girl and 4AM Skin for a pop-up takeover at Bedford Studio, and what started as a DM turned into a room full of women building wild, meaningful things.

There was no pitch. No panel. Just skincare, matcha, mouth tape, and conversations that reminded me why real brand building happens offline. I left with ten new numbers in my phone, a few too many blisters, and so much gratitude for our community.

TY Rachel Wong, Istiana Bestari, and Jade Beguelin for making it all happen.

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Final thought
Nothing about this journey is perfect. We’re learning in public, testing constantly, and doing our best to stay clear, creative, and grounded. I don’t always get it right, but the more I stay in a test and learn mindset, the more alive this brand feels.

And that’s the point. To build something that helps people sleep harder, live fuller, and hopefully die older.

Let’s keep it going: 🔴 Drop a comment if you've ever had a "founder on the move" moment that surprised you, whether it was in a hotel lobby, your parents’ kitchen, or 30,000 feet up. Sometimes being on the go can be more helpful than we realize.