Starting a Company? Better Sign Up for Video Coaching

Among the many items on the to-do lists of people founding new ventures is writing an “about” section for their website—the goals of the organization sprinkled with personal tidbits about the leaders. When Maria Berglund launched In Kind Boxes in 2019, she added a brief explanation of her inspiration for the nonprofit: the scant postpartum support she got from medical providers after giving birth, along with childhood memories of the community aid her single mother received. “If people were that curious to dig into the website,” she says, “I was happy to share.”

For more than a year, the page constituted the extent of Berglund’s founder story as she was more focused on running the nonprofit, which sells gift boxes for new parents, with each sale funding the donation of a similar box to a family in need. As the venture matured, Berglund devoted more effort to social media, but she had no intention of sharing more of her story, and certainly not via video. “I didn’t think anyone cared,” she says. “And I had zero experience. It was terrifying.”