When Kristen Sonday and her co-founder launched Paladin in 2017 the intention was to create a marketplace that would connect attorneys with pro-bono clients in need, but it was only through building the startup day by day that Sonday realized Paladin would have a larger impact if it pivoted.
Sonday’s career background at the Department of Justice and other startups, including Grouper, taught her learning on her feet needed to include being true to the process, instead of forcing a reality that no longer fit the mission at hand. As she raised funding for Paladin it was a lesson she turned to often when saying “no.”
As she thinks back to closing their first round of funding, Sonday shares a piece of advice that she hopes other entrepreneurs will hold onto just as much as she did. “There were two big indicators that we had to significantly ramp up and shift our approach,” explains Sonday. “On a mission level, after spending the first year doing market research on the pro bono ecosystem, we realized that the network was much more complex than we realized, and unless we thought critically about how they all fit together at a macro level, building just a small piece of it wouldn’t move the needle.
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