On the TechTO stage ×1
First seen on a TechTO stage in 2026. Every TechTO talk is searchable — ask the archive about Bryn ↗
In their words
As an entrepreneur, you have to wake up every single morning and look in the mirror and say, 'I believe in what we're building,' even when other people tell you not to. That's our job as entrepreneurs, and so you have to then wake up one day and say, 'I no longer believe in what we're doing.'
Feedback is fuel. You need to get it every day, you need to digest it properly — it's the most important gift. The worst thing you can do is try to argue with who you're selling to and try to convince them to buy.
The difference between pivoting and folding is whether you still are obsessed with the problem. The solution can change, but the problem is the same.
Around the web ×4
Quick answers
What does DOUBL do?
DOUBL connects clothing retailers with consumer body data. Shoppers scan themselves to get a fit code that tells them how each size will feel on their body, plus a free denim guide. Retailers pay to embed DOUBL's Fit Widget on product pages, with forecasting and supply-chain tools planned on top of the body and garment data. Its 'brand vault' tool extracts garment measurements from tech packs, and a parametric model factors in fabric composition and design intent.
What was DOUBL before the pivot?
A made-to-measure bra company. Bryn and co-founder Jess met in business school over a decade ago, spent four years on factories and prototypes, then launched on Kickstarter, doing $30,000 in sales in five weeks and shipping about 400 bras in early 2025. They pitched made-to-measure services to roughly a hundred apparel companies, including Joanna Griffiths at Knix, before concluding the real problem was the data gap between consumers and retailers. The trigger came at a women's show: an overnight 'scan yourself for a free style guide' poster got 150 women scanned in two days.
What is her advice for founders considering a pivot?
Three takeaways: feedback is fuel — collect it daily from paying customers, calling or visiting if they won't reply; choose your challenge — DOUBL's new model fits its founders' skill sets (her Unilever B2B2C background, her co-founder's retail merchandising and buying) better than the old one; and act with ambiguity — run small experiments and follow the results. A pivot, versus an iteration, is when the solution itself has to change; sunk cost and cognitive dissonance are what make it hard.