Emily G-Cebrián Lombán – CEO Interview

by | Dec 17, 2020

Emily G-Cebrián Lombán

Co-Founder & CEO of Froged

When did you know you wanted to start your own company?

I’ve always known that I wanted to start my own Company, but it was 2 years ago, when I met Angel & Juanjo (my co-founders) that we understood that we were about to start something memorable, and this is when FROGED was born.

What was your original idea for this company, and are you still doing that (or did you pivot, if so, what is the new focus and why)?

The original idea was a bit broader since our platform was touching also Sales and marketing, but it was after verifying and receiving feedback from clients we realized that where we were really solving a problem was at Customer Success & Support departments, giving visibility and communication tools that allow our clients to optimize their users and clients lifecycle. That is our focus today.

How long did it take you to finally take the leap, and what was it that pushed you over the fence?

When I met Angel and Juanjo and after a while testing them and being tested (smile…), we decided to take the leap, and getting not full time but “full life” committed to the project, which means, in a way, that we were here to create something memorable.

Who inspired you to pursue your dream, and why do you think they believed in you?

I consider to have the fortune of having always been surrounded by people who have believed in me, not only family, but also friends and teammates. I think that in order to pursue your dream you should have a clear vision, be very focused and of course to be persistent and resilient. I believe I have those qualities and try to improve them day by day.

Who is your favorite mentor and why?

Well, different people have inspired me and advised me in different areas. I would highlight Deepak Chopra (mindset and lifestyle), some of my professors at IESE (Mario Capizzani, Sebastian Reiche) since they helped me opening my views, and Rafael Gómez (ex General Director at my former Company: Abencor) who always inspired me to have a view of the whole picture while not losing the details and helped me to be persistent to achieve my goals.

What was the hardest thing about starting your company, and what did you do to make it through the first stage?

Dealing with uncertainty while running through the Valley of Death. I believe having a clear focus on where we were (and are) going to, and to be resilient. Whatever happens helps us to be better.

What has been the hardest lesson to learn?

When to put a full stop.

What has been the most amazing thing you have experience while running this company?

To observe how the project develops its own personality and its ‘own’ life separated from the founders. Somehow it is like having a child.

What is the weirdest thing you have experienced while running this company, and how did you react to it?

There are a few things: handling a team member who was not aligned at all with the project; a very important contract which was about to be signed and in the last minute some issues avoid us from signing. The bigger the problem, the more creative the solution has to be.

What is the best decision you’ve ever made while running this company?

Hiring the right talent.

What is the biggest mistake you made while running this company, and why do you think it happened?

Not hiring the right person because we didn’t test him enough before hiring him.

How has the coronavirus pandemic affected your company?

We do believe it has affected us positively. We started commercializing in January’20 and so we do not have a lot of data from before Covid’19. We do believe this Pandemic has made Companies realize the importance of taking care of their Clients (even more than acquiring new ones), so that helps us.

What keeps you passionate about your company?

To see what is being built, and the great horizon which is being opened ahead.

What daily routine have you developed to help you take care of your mind, body, and soul?

I practise pranayamas and meditation every morning, and that helps me having a clear mind before starting my working day.

What one thing would you like people to take away from this interview?

Focus + Perseverance + Food for the Soul

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Sean Weisbrot

Sean Weisbrot

Sean is an entrepreneur, investor, and advisor based in SE Asia for over 12 years. He is passionate about Psychology and helping others improve themselves.