Fear of criticism, judgement, and failure – fear is something founders are all too familiar with. Keturah Osinde, CEO of Fittedfast, thinks instead of avoiding fear, we should harness it.

When Keturah was a kid in high school, the last thing she thought she would want to take on was entrepreneurship and the world of creation. In fact, she wanted to be an orthodontist.

Fast forward a few years later and Keturah was applying for her undergraduate degree at the University of Toronto — thankfully realizing that her passion was not with mitochondria or chlorophyll cells: but with justice, writing, creativity, and development of the city through technological means.

Keturah is currently a 4th-year student at the University of Toronto double majoring in Ethics, Society + Law, and Urban studies; minor Women’s Gender studies. Fittedfast was created out of her love for technology and the city. In the era of social distancing and COVID19, local business closures were becoming more common within the city of Toronto. When Keturah recognized these trends, she created Fittedfast to bridge the gap between online and in-store shopping with hopes of levelling the playing field for local businesses against giants like Amazon.

“We can choose to see fear as an opportunity – something we look straight in the eye and attack.”

In this week’s episode of the #StartupCanadaPodcast, sponsored by Mastercard, Keturah discusses the science of fear, navigating fear as an opportunity, and choosing to become “the person that makes it happen”.

The post Harnessing Fear with Keturah Osinde – March 16, 2021 first appeared on Startup Canada.