Elle's Reasons for Co-Founding


There’s no one easy, overarching reason behind why I (co-)founded the latest, and greatest, in growth consulting. It’s pretty safe to say I like a challenge. I like being part of something bigger than myself. I like working on things I’m good at but also demand something of me. Then again, so does everyone else. I’m in this because I had a chance to be, and I took that chance. I continue to take that chance every single day.

Everyone who starts a company sees an opportunity. It might be something that they hope other people haven’t seen yet. It might be a way to do that thing better. For us, we saw a plethora of bullshit in what is an otherwise simple job. Do stuff to help you grow. Don’t do stuff that doesn’t help. Test. Repeat. This doing/testing/repeating is full of unnecessary wording, platitudes, and generally gross behaviour that we’re just not interested in. Our clients aren’t either, and that’s why they’re part of our story.

Starting your own company is the fastest way to actualize a dream. It’s also the easiest way to watch that dream crash and burn if it’s not executed properly. We know STB can’t be all things to all people. We’re focusing on how to be the best thing for the people who want our no-bullshit approach. Staying true to this and keeping our eyes on this particular prize is a guiding force to our business. I know we wouldn’t have it any other way.

Working for yourself is both a challenge and a reward. The freedom to have agency over decisions, actively meet challenges head on, and be responsible for your team is hugely intimidating. It’s also massively satisfying. I’d be lying if I didn’t also say that the freedom of location independence and not having a dickhead boss (besides Steffen) wasn’t a huge draw, too. Just keeping it 100.  

If there’s one thing I’ve learned, it’s that you shouldn’t let what you don’t know scare you. Because there’s a ton of shit you don’t know. Which, oddly enough, you don’t realize until you learn something. The journey is more important than the destination, and it’s never more true than when you decide to get after something big.

Looking forward to getting after it, together.


Elizabeth McIntyre, CEO and Co-Founder

Elizabeth McIntyre, CEO and Co-Founder

elizabeth mcintyre