“What’s it like to be building right now? Especially with families needing all the help they can get … must be amazing?”

How to explain what it feels like to be building in a space that was mostly afterthought just 6mo ago, but is suddenly forefront for a whole country?

It's true that it’s exciting - it’s a founder’s dream in many ways - to hit timing like this.

And I am grateful for the moment to finally get a spotlight that's long long overdue.

But it’s hard in ways I’d never have predicted.

The biggest reason?

It's impossible to discern the forever from the for-now.

My job is to listen, to understand, to assess.

But right now, each day means 100s of messages, pings, tags and FB groups filled with ideas, questions, needs and a reading list that overflows with somber facts & dire predictions… there is just too much noise, not enough knowing.

The truth is, instead of being a boulder I was pushing up a hill, a massive tsunami has come and swept me and it up into its powerful depths.

And I have a choice to make.

Do I fashion this bolder into a tsunami riding watercraft? Ideal for the times and possibly buying enough time to build for the next challenge but also possibly rendered useless in a few short months.

Or do I stay true to the truths and first principles that have been temporarily flooded but will still be there when the water comes down. Do I root myself down and ride it out, running the risk of returning to a landscape that I no longer recognize?

I risk being swept past, rendered irrelevant, standing on the sidelines of one of the most important times of our times.

What do I do?

All this in a time that I too am my customer. The question - when your own kids want to play or your own dinner needs making or you’re just exhausted from holding it all up … do you step away? How do you deal with the guilt and anxiety of time passing time passing, time passing.

I'm terrified that I'm not doing enough, especially for the millions of parents that deserve so much more.

Still. I am grateful.

It’s an honor and a privilege to be building for the frictions of parents, of working mothers. I can think of no great purpose.

It's just not simple. In its way, a hard thing is made even harder with spotlight and tsunami.

But as I remind myself, hard is what we're here for. And that we make the most of this opportunity now, with the years we've been preparing for this.

So yeah. Let's do this.