Ep. 7 — Building for purpose with Meri-Tuuli Helin

Ep. 7 — Building for purpose with Meri-Tuuli Helin

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 [https://www.gubbe.com/] | LinkedIn [https://www.linkedin.com/company/gubbe/] * Apply to become a Gubbe helper [https://www.gubbe.com/en/partners/become-a-helper] * Instagram: @gubbe.fi [https://www.instagram.com/gubbe.fi/] * Connect with Meri-Tuuli Helin on LinkedIn [https://www.linkedin.com/in/meri-tuuli-laaksonen/]   Where to find us! * Learn more about wednesday: website [https://wednesdaycommunity.com/] | LinkedIn [https://www.linkedin.com/company/wednesdaycommunity/] * Instagram: @wednesday.community [https://www.instagram.com/wednesday.community/] * Connect with Caitie on LinkedIn [https://www.linkedin.com/in/caitlynsanto/]     📢 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.

Ep. 6 — Why the best things happen before you're ready with Sarita Runeberg

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 [https://maria.io/] | LinkedIn [http://linkedin.com/company/maria.io/] * Maria01's The Launchpad Program [https://maria.io/community/programs/] * 2025 Impact Report [https://maria.io/resources/maria-01-impact-report-2025/] * Instagram: @mariazeroone [https://www.instagram.com/mariazeroone/] * Connect with Sarita Runeberg on LinkedIn [https://www.linkedin.com/in/saritaruneberg/]   Where to find us! * Learn more about wednesday: website [https://wednesdaycommunity.com/] | LinkedIn [https://www.linkedin.com/company/wednesdaycommunity/] * Instagram: @wednesday.community [https://www.instagram.com/wednesday.community/] * Connect with Caitie on LinkedIn [https://www.linkedin.com/in/caitlynsanto/]     📢 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.

Ep. 5 — Embracing imperfection with Anna Brchisky

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 [https://www.bamla.agency/] | LinkedIn [https://www.linkedin.com/company/bamla/posts/?feedView=all] * Instagram: @bamla.agency [https://www.instagram.com/bamla.agency/] * Connect with Anna Brchisky on LinkedIn [https://www.linkedin.com/in/annabrchisky/]   Where to find us! * Learn more about wednesday: website [https://wednesdaycommunity.com/] | LinkedIn [https://www.linkedin.com/company/wednesdaycommunity/] * Instagram: @wednesday.community [https://www.instagram.com/wednesday.community/] * Connect with Caitie on LinkedIn [https://www.linkedin.com/in/caitlynsanto/]     📢 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.

Ep. 4 — Why the things that scare you are often worth pursuing with Noora Saksa

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 [https://www.instagram.com/wednesday.community/] * wednesdaycommunity.com [https://wednesdaycommunity.com/] * Stay connected on LinkedIn [https://www.linkedin.com/company/wednesday-by-aaltoes/about/] * Connect with Caitie on LinkedIn [https://www.linkedin.com/in/caitlynsanto/]     Resources from the episode * Learn more about Slush: website [https://slush.org/] | LinkedIn [https://www.linkedin.com/company/slush/posts/?feedView=all] | Instagram [https://www.instagram.com/slushhq/] * Apply to be a Slush Team Lead by 11 May: apply here [https://slush.typeform.com/to/aTm0QJU4?typeform-source=slush.org] * Grab your early bird ticket to Slush 2026 here [https://lnkd.in/dAUX53aR] * Connect with Noora on LinkedIn [https://www.linkedin.com/in/saksanoora/]     📢 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.

Ep. 3 — Why you don’t need a big idea or a “spark” to start with Eeva Siika-aho

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 [https://www.instagram.com/wednesday.community/] * wednesdaycommunity.com [https://wednesdaycommunity.com/] * Connect with wednesday. on LinkedIn [https://www.linkedin.com/company/wednesday-by-aaltoes/about/] * Find Eeva on LinkedIn [https://www.linkedin.com/in/eevasii/] * Learn more about Helsinki Think Company: website [https://www.thinkcompany.fi/] | LinkedIn [https://www.linkedin.com/company/helsinkithinkcompany/posts/?feedView=all] * Connect with Caitie on LinkedIn [https://www.linkedin.com/in/caitlynsanto/]     ✨ 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.