The story underneath

Hi! I'm Joumana (rhymes with banana). I spent my 20s helping founders shape how their technology is seen by the world. Without losing their depth.
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I do this through DreamLab, a studio I built for the types of companies most people don't understand: biotech, climate, neurotech, quantum, AI. Brilliant teams that can build what seems impossible but struggle to show the world why it matters.

Before I could help founders with their identity, I had to sit with my own: Half Lebanese, half Chinese, Australian-raised, San Francisco-based. I study psychology because I believe the most important problems in business are human ones. I write because it's how I think.