Darkest before the Dawn: A Tech Startup Journey with First Concepts

In this episode of Tech Startup Stories, Natalie Binns speaks with Polina Sali, co-founder and CPO of First Concepts, about building a product at the intersection of creativity, design, and artificial intelligence.

Polina shares her non-linear journey from architecture to startups, shaped by global disruption, experimentation across disciplines, and a deep curiosity about how creative and technical thinking can work together. The conversation explores how First Concepts is addressing the fragmentation of creative workflows by providing a centralised space for ideas, references, and execution.

The episode also examines how AI is being applied in a more intentional way, supporting rather than replacing creative work, and how founders can navigate uncertainty, financial pressure, and pivotal moments that redefine their path.

For founders, designers, and product builders, this episode offers valuable insight into building in emerging spaces, creating tools for creatives, and developing products that align with how people actually think and work.