Founder Frequency

What if your career doesn’t need to follow one path to become something meaningful?
 
 
In this episode of Founder Frequency, Caitie sits down with Tiina Nyman, founder of Circular Fashion News, circular fashion journalist, consultant, and former startup founder, to explore what happens when you stop trying to build the career you thought you were supposed to have, and start designing one that actually fits you.
 
 
Tiina discovered the startup world through AaltoES, went on to work at an early-stage startup, and eventually founded and raised funding for her own company. When that company didn’t work out, she found herself questioning not just the business, but whether the traditional startup path was right for her at all. Today, she’s building what she calls a “mosaic career,” bringing together consulting, journalism, and Circular Fashion News into a portfolio of work that continues to evolve.
 
 
Together, they explore what it means to redefine entrepreneurship on your own terms, how to turn expertise and curiosity into opportunities, and why a career can be built from many different pieces rather than one linear path. And along the way, Tiina gives us a very generous crash course in building an audience, monetizing expertise, and using Substack as a potential launchpad for whatever comes next.
 
Resources from the episode
Learn more about Circular Fashion News: Substack | LinkedIn
Instagram: @circularfashionnews
Connect with Tiina on LinkedIn
 
Where to find us!
Learn more about wednesday: website | LinkedIn
Instagram: @wednesday.community
Connect with Caitie on LinkedIn
 
 
📢 Don’t forget to subscribe & leave a review!
 
About Founder Frequency
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

What if the biggest opportunities begin by questioning the things everyone else accepts?
 
 
In this episode of Founder Frequency, Caitie sits down with Natalia Rincón-Eriksson, Founder and CEO of CHAOS, to explore what it looks like to build a career—and a company—by challenging assumptions. And spoiler: some of the most meaningful ideas don't come from following existing paths, but from asking better questions.
 
 
With a background spanning computer science, architecture, and entrepreneurship, Natalia has never fit neatly into a single box. Today, she helps leaders harness data and emerging technologies to create smarter, more sustainable, and more human-centered decisions, all while building a company that sits at the intersection of technology, policy, and design.
 
 
Together, they explore how seemingly unrelated experiences can come together to create something entirely new, why questioning systems has become one of Natalia's greatest strengths, and what entrepreneurship really looks like beyond the highlight reel. They also discuss building without a clear template, embracing uncertainty, and why innovation is ultimately about creating meaningful impact—not just new technology.
 
Since recording this episode...
 
 
Since this conversation was recorded, CHAOS has celebrated a few exciting milestones.
 
 
🎉 The company recently welcomed five new board members, marking an exciting new chapter in its growth.
 
 
🏘️ They've also launched Housing Renters—a new data platform designed for landlords and property managers, featuring AI-powered area reports, a smart assistant, and detailed rental market insights. Alongside it, they've released a free Rent Estimate tool, allowing anyone to instantly generate a data-driven rental price estimate with no sign-up required.
 
 
Learn more → CHAOS Housing Renters
Resources from the episode
Learn more about CHAOS: website | LinkedIn
Instagram: @chaos_architects
Connect with Natalia on LinkedIn
 
Where to find us!
Learn more about wednesday: website | LinkedIn
Instagram: @wednesday.community
Connect with Caitie on LinkedIn
 
 
📢 Don’t forget to subscribe & leave a review!
 
About Founder Frequency
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

What if the most meaningful opportunities in life start with a problem you can't stop thinking about?
In this episode of Founder Frequency, Caitie sits down with Meri-Tuuli Helin, Founder and CEO of Gubbe, to explore what happens when you encounter a problem that feels too important to ignore and decide to do something about it.
With a background in health sciences and years of experience working closely with older adults, Meri-Tuuli never set out to become a founder. But after seeing firsthand the gaps in how society cares for older generations, she co-founded Gubbe with a mission to prove that humanity and business success don't have to be in conflict.
Together, they discuss the moment she said yes to building Gubbe, what she's learned from creating meaningful connections across generations, and how her experiences as a founder, leader, and mother continue to shape one another. They also explore what impact really means, why human connection matters more than ever, and how to build something ambitious without losing sight of the people at the center of it.
 
Resources from the episode
Learn more about Gubbe: website | LinkedIn
Apply to become a Gubbe helper
Instagram: @gubbe.fi
Connect with Meri-Tuuli Helin on LinkedIn
 
Where to find us!
Learn more about wednesday: website | LinkedIn
Instagram: @wednesday.community
Connect with Caitie on LinkedIn
 
 
📢 Don’t forget to subscribe & leave a review!
 
About Founder Frequency
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

In this episode of Founder Frequency, Caitie sits down with Sarita Runeberg, CEO of Maria 01, to explore what happens when curiosity becomes your compass, and why some of the most meaningful opportunities arrive long before you feel ready for them. And spoiler: there was never a master plan. Just a willingness to stay open, keep learning, and trust where each next step might lead.
 
 
From studying political science and building an international career across multiple industries to leading one of Europe's largest startup ecosystems, Sarita shares the experiences, decisions, and unexpected opportunities that shaped her path and how staying true to herself became one of her greatest strengths along the way.
Together, they explore what authentic leadership looks like in practice, why visibility and representation matter when shaping the future of an ecosystem, and how communities and role models help expand what feels possible for others. They also discuss the evolving role of Maria 01 in Finland's startup ecosystem, the responsibility that comes with influence, and why some of the best opportunities in life emerge before we feel fully ready for them.
 
Resources from the episode
Learn more about Maria01: website | LinkedIn
Maria01's The Launchpad Program
2025 Impact Report
Instagram: @mariazeroone
Connect with Sarita Runeberg on LinkedIn
 
Where to find us!
Learn more about wednesday: website | LinkedIn
Instagram: @wednesday.community
Connect with Caitie on LinkedIn
 
 
📢 Don’t forget to subscribe & leave a review!
 
About Founder Frequency
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

In this episode of Founder Frequency, Caitie sits down with Anna Brchisky, Founder and CEO of Bamla Agency, to explore what it really looks like to build something from the ground up, and grow alongside it. And spoiler: it rarely starts with a perfect plan. It starts with trusting your instincts, taking the next step, and learning in real time.
 
 
From starting Bamla Agency at her kitchen table to scaling it into a fast-growing agency in just a few years, Anna shares the decisions, pivots, and mindset shifts that shaped her journey, and what it looked like to keep moving forward without having everything figured out.
 
 
Together, they get into the role of self-trust and intuition in becoming a founder, why embracing imperfection is often what unlocks real growth, and how curiosity can become one of your most powerful tools for navigating uncertainty. They also explore what it means to lead without ego, build resilience through constant learning, and create something meaningful while staying true to yourself.
 
In this episode, we talk about:
Starting Bamla Agency at the kitchen table and the early days of building from scratch
Transitioning from freelancing to building a company
Getting big clients early and navigating growth without a clear roadmap
Why self-trust and intuition matter more than having all the answers
Embracing imperfection and learning through mistakes
How curiosity helps you adapt, pivot, and build resilience
Letting go of ego to grow into a stronger, more grounded leader
The power of valuing your own skills and expertise
 
Resources from the episode
Learn more about Bamla Agency: website | LinkedIn
Instagram: @bamla.agency
Connect with Anna Brchisky on LinkedIn
 
Where to find us!
Learn more about wednesday: website | LinkedIn
Instagram: @wednesday.community
Connect with Caitie on LinkedIn
 
 
📢 Don’t forget to subscribe & leave a review!
 
About Founder Frequency
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

What if the step you’re waiting to feel ready for is actually the one that creates the momentum you need?
 
In this episode of Founder Frequency, Caitie sits down with Noora Saksa, CEO of Slush, to explore how momentum is actually created, and why it rarely comes from having everything figured out. And spoiler! It’s built by following what feels interesting, taking the small step forward, and choosing action over overthinking.
 
 
From growing up in a small village in eastern Finland to leading one of the world’s most recognized startup organizations, Noora shares the decisions that shaped her path, and the moments where she chose to act before she felt 100% ready.
 
 
Together, they get into what “ready enough” really looks like in practice, why the slightly uncomfortable option is often the one worth taking, and how self-trust is built through proof. They also pull back the curtain on what it takes to build environments like Slush—from creating trust and momentum within teams to actively shaping a more inclusive startup ecosystem for women and non-binary founders.
 
In this episode, we talk about:
Growing up in a small village and how early exposure to grit shaped Noora’s mindset
The unexpected moment that pulled her into the startup ecosystem
Why a simple “why not apply?” mentality can open doors you didn’t plan for
Choosing the role that felt the most uncomfortable and why that’s often the right path
How to break big, intimidating decisions into small, actionable steps
What “ready enough” actually looks like in real life
What it takes to create trust, momentum, and excitement as a leader
How Slush is actively shaping a more inclusive ecosystem
 
 
Where to find us!
Instagram: @wednesday.community
wednesdaycommunity.com
Stay connected on LinkedIn
Connect with Caitie on LinkedIn
 
 
Resources from the episode
Learn more about Slush: website | LinkedIn | Instagram
Apply to be a Slush Team Lead by 11 May: apply here
Grab your early bird ticket to Slush 2026 here
Connect with Noora on LinkedIn
 
 
📢 Don’t forget to subscribe & leave a review!
 
 
 
About Founder Frequency
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

You don’t wake up one day suddenly feeling like a founder but at some point, you start acting like one.
 
 
In this episode of Founder Frequency, Caitie sits down with Eeva Siika-aho, CEO of Helsinki Think Company and former co-founder, to explore what it actually looks like to become a founder.
 
 
Together, they unpack how identity, environment, and exposure shape that journey, and why so many people don’t see themselves as founders until much later than they could.
 
 
From working closely with students at the very beginning of their paths to navigating her own transition from co-founder to CEO, Eeva shares a grounded perspective on what it really takes to start.
 
In this episode, we talk about:
When someone actually starts to see themselves as a founder
The role of environment, timing, and permission in getting started
What to do if you don’t feel the “spark” (yet)
The biggest misconceptions about starting something of your own
The idea of a “career mosaic” and nonlinear paths
And why not fitting the typical mold might be the point
 
 
Where to find us!
Keep up to date on Instagram: @wednesday.community
wednesdaycommunity.com
Connect with wednesday. on LinkedIn
Find Eeva on LinkedIn
Learn more about Helsinki Think Company: website | LinkedIn
Connect with Caitie on LinkedIn
 
 
✨ Don’t forget to subscribe & leave a review!✨
 
 
 
About Founder Frequency
 
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

What if building something meaningful is less about fitting in, and more about growing into your place over time?
 
 
In this episode of Founder Frequency, Caitie sits down with Riikka Loisamo, CEO of The Shortcut—an organization helping internationals in Finland find their path through employment and entrepreneurship. With a career spanning Singapore, Taiwan, and Kenya, and experience across banking and tech (including expanding Slush internationally), Riikka brings a global perspective to how people build, adapt, and create opportunities across different environments.
 
 
Together, they explore what it looks like to open doors—not just for yourself, but for others. From supporting international talent to building programs like Spark Academy, this conversation highlights how ecosystems evolve when more perspectives are included. They also reflect on how confidence, direction, and belonging are often things we grow into and not things we need to have figured out from the start.
 
 
If you’ve ever felt like your path doesn’t look “typical,” or wondered how to turn your background into something valuable, this episode offers a refreshing perspective. One that reminds you that there are many ways to build, and that your way is allowed to take shape as you go.
 
In this episode, we talk about:
What The Shortcut is and how it supports international talent in Finland
Riikka’s journey across banking, tech, and global ecosystems
Why there’s no single path into entrepreneurship
How programs like Spark Academy are opening new doors for women
Turning your background into a strength when building something new
What it means to create opportunities for yourself and for others
Lessons from working across Singapore, Taiwan, and Kenya
Growing into confidence and direction over time
The role of community in shaping what feels possible
Why more diverse perspectives make the ecosystem stronger
 
Where to find us!
Keep up to date on Instagram: @wednesday.community
Explore the wednesday. database!
Connect with wednesday. on LinkedIn
Find Riikka on LinkedIn
Learn more about The Shortcut: website | LinkedIn
Connect with Caitie on LinkedIn
 
 
✨ Don’t forget to subscribe & leave a review!✨
 
 
 
 
About Founder Frequency
 
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

What if finding your place in the startup ecosystem isn’t about fitting a mold, but slowly building your own?
 
In this relaunch episode of Founder Frequency, Caitie sits down with wednesday.’s 2026 co-leads, Blanka Bartfai and Helmi Peipinen, to kick off a new chapter of the podcast and the community. Together, they share what wednesday. is today, why they chose to step into leadership, and what it looks like to take on responsibility for a growing, mission-driven community.
 
This conversation moves between the practical and the personal — from navigating the startup ecosystem without a clear roadmap to learning how to trust your intuition over time. They talk about what it means to care deeply about your work, how to hold that responsibility with intention (without burning out), and why feeling like you don’t quite “fit” can actually be the starting point for something meaningful.
 
 
In this episode, we talk about:
What wednesday. is and the role it plays in the ecosystem today
Why Blanka and Helmi chose to step into co-lead roles
Hosting events, building community, and what’s been happening behind the scenes
Learning to prioritize when everything feels important
Navigating responsibility while staying grounded
The pressure of always having a “never-ending” to-do list
Building a relationship with your intuition over time
Carving a path into the startup ecosystem without a clear blueprint
Letting yourself grow into spaces you once felt outside of
Why passion and sustainability need to co-exist
 
Where to find us!
Keep up to date on Instagram: @wednesday.community
Explore the wednesday. database!
Connect with wednesday. on LinkedIn
Blanka on LinkedIn
Helmi on LinkedIn
Connect with Caitie on LinkedIn
 
 
✨ Don’t forget to subscribe & leave a review!✨
 
 
About Founder Frequency
 
Founder Frequency is the official podcast of wednesday. Hosted by Caitie Santo, we explore the real stories and perspectives shaping the founder ecosystem. In each episode, we talk about what it’s actually like to be part of this space—the decisions, lessons, and identity shifts that come with it, and how we can shape a more inclusive future for women and non-binary founders.

Olivia speaks with Mari Luukkainen, an experienced entrepreneur and investor. They talk about investing, how AI (and especially vibe coding) is helping people build, and what it means to navigate the startup world as part of a minority.
 
Learn more:Website, Database, Instagram, LinkedIn