Author
Vlad Tudorie
This story is part of our Business Insights Series, where I dive into real conversations with mission-driven founders working at the intersection of purpose, tech, and impact.
In our first interview, we explored what happens before the MVP. Mariam Chadi, a fierce advocate for equal opportunity in education who is pushing forward a vision of education for hearing-impaired persons, of which Egypt alone accounts for over 2 million and is estimated to account for some 5% of the global population—over 360 million people—reminded us that real innovation doesn’t begin with code—it begins with conviction. Now, weeks later, I had the privilege of speaking with her again, and this time, the conversation shifted toward a different kind of challenge: traction, visibility, and the very human cost of building something meaningful in public.
Saying no to the wrong kind of yes
We explored the dilemma many early-stage founders face: when someone offers resources and technical support, but their goals or values don’t fully align. These offers can be tempting—especially when they come with funding or development help—but they often carry hidden costs.
Mariam stood firm. While others suggested monetisation models that introduced paid content or tiered access, she reaffirmed her vision of equal access for all users. Her stance is clear:
“This platform is 100% for free. My role model in this business model is Duolingo. They remain free, and they still found ways to be sustainable.”
We also discussed how easy it is to rush into early partnerships that feel helpful on the surface but create pressure to compromise later. Choosing collaborators at this stage isn’t just about capacity—it’s about shared values, long-term trust, and aligned vision. Without that, even generous offers can become liabilities.
Visibility as strategy, not vanity
When we spoke last, Mariam was pouring her energy into branding—website, videos, visual identity. This time, she told me she’s revising her plan to reduce the focus on branding and shift toward outreach and traction.
“You changed my mind about a lot of things. A huge part of my plan was branding.”
And that shift matters. Because as I shared with her: the path forward isn’t polish, it’s people. It’s getting seen, getting heard, and letting your community grow with you. What you build matters—but who you bring with you matters even more.
“I’m not that type of person to go online every day. I hate it. I don’t even use social media for myself. But I know exposure makes a lot. One post could save me years.”
This wasn’t a founder avoiding visibility. This was someone redefining how to use it—with integrity, with focus, and in a way that doesn’t burn her out.
Platforms don’t sell. People do.
One of Mariam’s biggest questions was: should I build the platform first—or build the community first? My answer: the platform doesn’t matter if no one knows it exists. And more importantly, if no one cares.
“You’re always selling. But you’re not selling a product. You’re selling a vision. And that sale happens way before the tech is ready.”
Mariam has a working plan. She has documented ideas, mapped out audiences, even sized her initial target market in Egypt down to the granular level. She knows the real numbers, but she also knows the real fear:
“I finally reach two million people here in Egypt, it’s a very niche market. […] Is that an attractive number to show off while I’m pitching?”
But as I reminded her, two million is never a small number. Especially when you’re changing lives.
A movement, not a moment
What’s next for Mariam? She’s working on a revised 90-day plan. Less time on branding. More time on outreach. She’s building a pitch, prepping for meetings, and finding the courage to become visible without becoming the product.
“I don’t want to be the brand. I want people to remember the platform, not me.”
She told me she doesn’t enjoy the spotlight and would rather stay behind the scenes. But she also recognises that—for now—she needs to speak up and step forward to help the mission grow.
That’s the moment every mission-driven founder reaches: when the idea demands more than your comfort. And Mariam is rising to meet that moment.
This is what purpose looks like in practice. Not hype. Not headlines. Just brave decisions, one step at a time.
This interview is part of our Business Insights Series, where we explore the strategies, mindset shifts, and real-life tradeoffs behind purpose-driven innovation.
