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

Hi Lizzie, what was your thought process behind starting your own business?
I never dreamed of becoming an entrepreneur. I always thought when someone said “I want to start a company but I don’t know what I would start” was similar to wanting at tattoo but not sure what kind. Why would you want such a commitment without having the details? I started Finch because two things happened simultaneously: First, I was COO of a startup and absolutely fell in love with entrepreneurship and the idea of taking a company from inception to scale, and second, I saw the need for Finch and looked around to see where it existed. When I realized it didn’t, I wanted to start it myself. I am a firm believer that working for failed company or starting a company that doesn’t succeed isn’t a stain on your resume, it’s a badge of honor and shows risk. When put in that context, there was nothing to lose.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Finch decodes products’ environmental impacts to help consumers make better purchasing decisions. Finch allows consumers to digest relevant information and make decisions that improve their impact on the planet. I’m proud of Finch because we meet people where they are and don’t shame anyone for not being 100% “sustainable,” whatever that means. A lot of my competitors are alienating and make people feel guilty about their actions, which is the most effective way to drive people in the opposite direction. Finch encourages people to do what they can and take small steps. I got to where I am by taking risks and believing in myself and my team.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I absolutely love venice beach and could spend all day there. A colleague recently told me about Cha Cha Chicken – I don’t even eat chicken but it was such a fun vibe. I also love Felix..could live on their focaccia for the rest of my life. I know it’s “basic,” but I follow Tinx religiously and she always shows me where to go in LA, like Erewhon.

Who else deserves some credit and recognition?
There are so many people, I’m honestly not sure where to begin. First, I’d like to shout out my parents who have always raised me to believe I’m capable of anything and that the sky is the limit. Without their encouragement, I definitely wouldn’t be on this path. I’d like to shout out Jane Pennoyer, my first employee, who took a risk and decided to dedicate her precious time working to build Finch with me. There’s no way we’d have gotten to where we are without her. I also want to shout out the Bill McKibbens and Jane Fondas of the world, who participated in “firedrill Fridays in DC. I’m fighting for climate change from the comfort of my own home through data and software, but there are plenty of people on the front lines talking about the urgency of climate change.

Website: www.choosefinch.com

Instagram: https://www.instagram.com/choosefinch/

Linkedin: https://www.linkedin.com/in/lizziehorvitz/

Twitter: https://twitter.com/LizzieH188

Image Credits
Jane Horvitz

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