Hey ,

Starting a new venture often means stepping into a world of uncertainty. Abigail Bertelson, founder of Zenith Health, knows this well. Early in her journey, Abigail found herself navigating what she calls an “idea maze.” Instead of a clear path, she faced many questions about what product to build and whom to serve. Exploring different possibilities, from rare diseases to patient advocacy, she spent time talking directly with people to understand their real challenges. Through this process, she discovered a focus: ensuring pregnancy and maternity data is accessible and actionable for patients, not just providers.

This phase of exploration is something many entrepreneurs experience. The signals from the market can feel unclear, and it’s tempting to wait for a perfect plan before moving forward. Abigail’s approach highlights the value of treating this uncertainty as an opportunity for experimentation. By engaging early with users and being willing to pivot, founders can discover the most meaningful way to serve their community.

What helped Abigail push through ambiguity was a clear sense of mission. For her, the question wasn’t just about building a product, but about making sure patients have access to and benefit from their own health data in ways that impact real outcomes. This mission became a guiding light, helping her stay focused and motivated even when the next steps weren’t obvious. Founders who connect deeply with the problem they’re solving often find the resilience needed to navigate the inevitable challenges of building something new.

If you want to dive deeper into Abigail’s story, from her early days memorizing produce codes as a Whole Foods cashier to how her perfectionism once delayed a product launch, you can watch the full recording of our conversation here.

And if you’re ready to connect with Abigail and other inspiring entrepreneurs in person, join us at the Tech Ladies ICON Conference this October in New York City. It’s the perfect chance to hear more about her journey, swap stories with fellow founders, and be part of a community that’s all about making an impact.

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