Caroline Sandqvist spent 15 years in HR before building CLVR Benefits — and her biggest advantage was simple: she was the customer she was building for.

In this Founder Stories episode, James Green talks with Caroline about why understanding your customer that deeply changes everything. Because she'd lived the problem — employees who couldn't tailor benefits to their life stage, payroll teams drowning in cross-border admin — she knew exactly what to build and what mattered. Her "user interviews" started as conversations in her own HR network.

They cover why being close to the problem is an unfair advantage, why a tech co-founder won't speed you up, and why selling comes before building. 

Find out more about Clvr Benefits or connect with Caroline on LinkedIn

Topics: Entrepreneurship, Corporate Exit, Customer Discovery, $10M Business, Leadership, Founder Journey, Startup, SaaS.

• Watch this episode on DQventures YouTube Channel
• Thinking about leaving your corporate job to start your own business?  Apply to DQventures
• Follow James Green on LinkedIn 
• Follow DQventures on LinkedIn