What if the thing everyone avoids talking about is actually your best business idea?

When Katie Diasti realized how awkward and outdated period care still felt, she didn’t wait for someone else to fix it. She built Viv – a brand rooted in honesty, education, and actually listening to people.

In this episode of This Is Small Business, Katie shares how a college class project turned into a real company, why she said no to a full-time job offer, and how asking one simple (and slightly uncomfortable) question unlocked product-market fit.

From dorm-room “period parties” and scrappy farmer’s market feedback to going viral through education and scaling with intention, this conversation is about building by listening first – and being a little delusional in the process.

If you’ve ever thought “this should exist already” or wondered what happens when you actually bet on yourself, this one’s for you.

Watch the full conversation on YouTube: www.youtube.com/@Thisissmallbusiness

In this episode of This Is Small Business, you'll learn about:

(00:26) — Why Viv Needed to Exist 

(03:10) — Listening Before Building 

(05:21) — Saying No to the Job Offer

(07:51) — Funding, Fulfillment & “Touching Cardboard”

(10:03) — Social Media, Trust & Education

(14:56) — How Amazon Helped Get Viv into Retail

(17:29) — Advice for Young Founders