Hows Was Born Because of That

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Hows was born when the couple decided to save money so they could remodel their home. They started looking for professionals, architects and builders who would help them. The process of finding a good architect or contractor was "deliberate and problematic," she says. Hows: We had to throw it away, after lots of money that we spent to get these plans,. And we've wasted more than a year on that.

When Adi Tartako and her husband started the home design and renovation website Houzz in 2009, they had no expectation that it would grow into a global business. In fact, Adi was a hesitant entrepreneur, preferring to foster Houzz as a lifestyle business and pushing back when experts told her it could grow into something much bigger. But as Houzz morphed into a go-to site for users to get ideas for home improvement and connect with industry professionals, Adi decided to go all-in. She walked away from a promising career in finance to become the CEO of Houzz, helping lead it to a platform that now has 65 million users worldwide.

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