We had the good fortune of connecting with Layla Shaikley and we’ve shared our conversation below.

Hi Layla, we’d love to hear more about how you thought about starting your own business?
I studied architecture in pursuit of creativity, and quickly found that starting a company scratched every creative itch. I co-founded a software startup out of grad school with three guys, we had met in a class. The ambition of the class was to change one billion lives with technology. Building technology, scaling it, deploying it, financing the endeavor, and building a team — along with so much more — turned out to be the most creative pursuit I’d ever embarked on. We have raised $72m to date, and continue to build Wise Systems — a tech company that focuses on solutions for the last mile of logistics.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
When we first started the company, I was the only designer. I remember designing our mobile solution and hopping in big rigs with truck drivers to see the product in action. One driver in specific looked at me one day and asked “did you design this?” I was beaming with pride and nodded my head. He asked “then why would you have so many pop ups for someone whose job is to be on the road?” My pride immediately turned into a slew of messages to my co-founder to remove a bunch of pop ups. Having a background in architecture, our company has had usability and experience in its DNA since day 1. That combination is rare in enterprise software. And especially in our field. People use things that are easy.

Who else deserves some credit and recognition?
I am an Iraqi and a Muslim — I was born and raised in LA. I grew up spending summers in Baghdad, and had the fortunate experience of co-existing between both worlds. I’ve had the honor of being raised by a very intelligent and emotionally regulated parents, who flooded me with belief that I am limitless. Meanwhile, they surrounded themselves in community that supported us. My mom founded and built an Islamic school which is 25 years strong.

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