What if a simple frustration could be the beginning of something much bigger?
In this episode of Through the Lens, I’m joined by Sho Soboyejo, Founder and CEO of Breadkrumb, a platform helping people discover and share the world through people they trust.
The idea began back in 2012, when Sho was planning a trip to Italy and reached out to a friend for recommendations. What followed was a familiar problem: great travel advice scattered across messages, emails, photos and conversations — useful information, but difficult to keep, find and actually use.
That frustration stayed with Sho. Eventually, it became the starting point for Breadkrumb.
We talk about the moment he realised the problem might be bigger than his own experience, why trust matters in a world overflowing with travel content, and why people can be so good at saving places they want to visit without actually going.
Sho also opens up about the reality of turning an idea into a product, the hardest parts of building Breadkrumb, what the journey has taught him, and why helping people explore the world more intentionally matters to him.
At its heart, this is a conversation about noticing problems, following curiosity, building with purpose, and having the courage to do something with an idea.
Because sometimes the thing that frustrates you isn't just a problem.
It might be the beginning of your next idea.
This is Sho Soboyejo, Through the Lens.