The Challenges of Starting a Company From Scratch, With Lizzie Horvitz

Filed in Podcasts, Previous Episodes on January 4, 2022

So, you’ve got an idea for a business and you’re ready to set it in motion.

Starting a business from scratch is exciting, frustrating, rewarding, and lonely. Especially if you’re the sole founder.

Beginning a business from ground zero comes with many challenges.

Lizzie Horvitz is well aware of these challenges after starting her sustainability company. She joins Adam to share many of them and how she overcame them.


  • Why Lizzie is going to succeed in an area many others haven’t;
  • Three things Lizzie learned from starting her own company;
  • Rules to live by as a founder;
  • What challenges face a new business owner and how to overcome them;
  • And much more!

If you’re thinking of scratching that entrepreneurial itch in the new year, this is the show to get you started!

About This Guest: ()

Lizzie Horvitz has been passionate about sustainability since the age of 16 when she lived off the grid. It was there that, depending only on wind energy and rainwater, she saw the solution of climate change before fully understanding the problem. Before Finch, Lizzie worked in supply chain and sustainability at Unilever and then became Chief Operating Officer at Muuse, a startup that aims to mitigate single-use plastics in the to-go industry. She is on the Global Leadership Council at the Natural Resources Defense Council and was named Greenbiz’s 30 Under 30 in 2017. She has a BA from Middlebury College and an MBA and Master of Environmental Management from Yale University. She currently lives in Denver and can be found speedwalking or reading anything by David Sedaris.