Sojin Lee has built startups, helped scale Net-a-Porter, won fashion industry awards — and watched businesses collapse. In this candid conversation, she opens up to Maryam about public failure, ambition addiction, and choosing love over everything else. From early executive days in luxury fashion to launching ahead-of-its-time ventures, Sojin shares hard lessons about risk, ego, shame, and survival. She talks about losing major clients, navigating market crashes, and confronting identity when success disappears. This episode is for entrepreneurs, founders, and professionals facing career pivots, burnout, or reinvention. If you’ve ever tied your worth to achievement — or wondered who you are without the title — this conversation is for you.Key Moments00:00 – The Myth of Growth Through Failure 💥Sojin reacts to the idea that “growth comes from failure” — and why that’s easy to say but brutal to live through.02:12 – Raised to Be Responsible, Not Seen 🌏Growing up Korean, the eldest of four, constantly translating and adapting — and how that shaped her identity.05:18 – The ‘Joy Luck Club’ Leadership Complex 🍽️Why giving away the biggest piece can turn into over-functioning at work — and quiet resentment.08:05 – Control, Data & the Need for Certainty 📊Why Sojin gravitated toward analytics in fashion — and how control became her survival strategy.13:42 – The Love Story That Changed Her Career ❤️Choosing Net-a-Porter wasn’t just ambition — it was a move driven by love and personal priorities.19:55 – From 5th Row to Front Row at Fashion Week 👠The scrappy early days of Net-a-Porter and the moment the industry finally took them seriously.30:38 – Ahead of Its Time… Then It Collapsed 📉Launching Fashion Air (early live shopping + UGC) — and watching it fall apart during the recession.34:05 – The Shame of Public Failure 😶‍🌫️Why she couldn’t read the press coverage about her startup’s collapse — and the saving-face instinct.36:45 – When Success Becomes Addictive 💰How financial wins and big exits unlock a hunger for more — and why that can be unhealthy.38:52 – COVID, Market Crashes & Losing It Overnight 🌪️Winning the LVMH Innovation Award — then losing major clients and investor backing during global chaos.41:08 – “200 Coffees”: The Comeback Strategy ☕Her practical reset plan: set a mourning deadline, ask for help, and book 200 coffee meetings.45:05 – Adapt or Fall Behind: Why AI Is Non-Negotiable 🤖Sojin’s blunt advice for professionals and founders navigating the next wave of disruption.Send a textEmail us: [email protected] To stay up to date with The Messy Parts and get all the behind-the-scenes content, follow us on Instagram, LinkedIn, YouTube.If you enjoyed this episode, please subscribe, leave a rating and review on Apple or Spotify or where ever you get your podcasts.Thank you for listening.