From the idea to its realisation, there is only one step… and yet. What triggered your entrepreneurial adventure?

Ane Martens. — “I come from a family that have been entrepreneurs for generations going back in time. For as long as I can remember, nobody in my family has ever really been employed so growing up I never saw it as an option to work for anybody else.

Do you have any advice to give to those who are still hesitant to get started?

“Approach it with baby steps, Ane.’ Ironically, this advice came from a VC during my early years in Silicon Valley and I screamed inside while receiving it because I wanted everything big, bold and perfect, only to realise a few years down the road that the baby steps aren’t only necessarily bad, but a necessity while building a business and raising kids. I have three of them. Everyone keeps pushing you to get to market, do this and to announce that. The rat race can exhaust you. Stay in your zone, hour by hour, day by day, little by little, baby steps.

We often hear that it is essential to make mistakes. What do you think about this?

“My approach to business comes from the US, as I moved to San Francisco at a very young age. There, I learned to fail fast. Build, crash, fail, rebuild. The earlier you do this, you leverage your personal risk, the faster you learn and the more mature of an approach you have at your next venture. I believe it pays off in the long run.”