Rachael De Foe is the Founder and Managing Director of Redefy, a strategic communications consultancy helping founders build more than just a headline.

Tech-related projects Rachael has been behind include Fintech Angel Operators and Tech Singapore Advocates.

👋🏼 How would you explain your job to someone outside tech?

I help founders and venture firms build more than a headline through strategic communications.

🧐 What's something about you or your job that would surprise us?

Redefy is mostly a referral-based firm! That being said, my team and I always have our doors open to founders.

Not everyone has the budget to engage a full-fledged communications team, but that shouldn't mean they can't access help to point them in the right direction. My team and I set aside regular hours each month to share ideas and collaborate with startups, even if they're not our clients.

🏆 What has been the biggest highlight of your career so far?

Building Redefy with people at the center. My career before this has always been at PR agencies, where I saw how the pressure to push content was burning out professionals, overwhelming audiences with noise and watering down project impact.

Being in the thick of it helped me recognize a distinct opportunity to change what good communications could look like — both for the startups being served and the people crafting their stories.

🔍 What's a startup trend or space you're watching this year?‍

Generative AI… but specifically the ethics around it. What happens when you put AI in the hands of imperfect builders? It's not the first time the world has asked this, but it seems like more than ever, AI practitioners need to consider the moral burden of their tech contributions.

It's only a matter of time before loose best practices start to form for the industry — or better yet, a Hippocratic Oath for building tech.

💼 What advice would you give someone starting out in your industry?

Ask better (and more empathetic) questions. It's the only way to find the heart of the story that no one else can uncover.

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🗣 What's one thing you can keep talking about for hours?

The human parts of tech's future. Also, anything to do with dog rescues.

🎥 What's your favorite movie/TV show?

Silicon Valley, Schitts Creek, Mythic Quest, Crazy Ex-Girlfriend, Bojack Horseman, Dirk Gently's Holistic Detective Agency and RuPaul's Drag Race… Naming just one's not possible!

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🍨 What's your go-to ice cream flavor?‍

Controversial flavor but… 100Plus.