Startup life isn’t just pitch decks and headlines, it’s reinvention on repeat, selling while you’re still building, and learning to act when things feel impossible.

That’s exactly what BOLD, a LaunchVic series, was created to capture: raw, unfiltered stories from Victoria’s founders who’ve actually done it.

One of those founders is Jeanette Cheah, co-founder and CEO of HEX. After 14 years in corporate banking, Jeanette made the leap into entrepreneurship, not because she had all the answers, but because of a thought that wouldn’t leave her:

“If I didn’t try to do something, I would regret it in a few years.”

In her BOLD conversation, Jeanette shared the real lessons behind building HEX, the challenges, the messy middle, and the mindset that keeps founders moving forward.

Reinvention never stops

“Your job description changes every 3–6 months and no one tells you when that happens.”

Jeanette explained how startup life demands constant reinvention. What you were good at yesterday may not be what the business needs tomorrow. Adaptability isn’t a nice-to-have, it’s survival.

Selling while you’re building

Startups can’t wait until everything is finished. Jeanette shared how founders are always selling, to customers, partners, and investors, even while still creating the product. That pressure becomes fuel for growth.

The power of naive optimism

HEX was born out of what Jeanette calls naive optimism, the belief that “there’s got to be a better way.” Optimism doesn’t mean ignoring risks; it means inspiring people to believe in possibility and join you on the journey.

Action Over Perfection

Jeanette’s mantra:

“Action solves everything. When you’re stressing about something, do something.”

Instead of waiting for perfect timing or the perfect plan, Jeanette believes in moving forward, step by step. Progress comes from action, not hesitation.

Futureproof lessons from Victoria’s startup founders

The BOLD series brings together stories from across Victoria’s startup scene, from education and med-tech to health and social impact. Together, these founders remind us that:

• Reinvent fast. Your role changes, and so should you.
  
  
• Sell while building. Unfinished is fine. Belief drives growth.
  
  
• Believe in optimism. It pulls people, ideas, and energy in.
  
  
• Take action now. Even small steps spark big movement.
  
  
• Lean into community. Other founders are walking your path.
  
  
• Victoria’s got your back. From grants to ecosystem champions, this place is startup-friendly.

What it means for future builders

Jeanette’s story, and those of other BOLD founders, prove that entrepreneurship isn’t about waiting for perfect conditions. It’s about courage, resilience, and the decision to act even when things feel uncertain.

If you’re dreaming of building something new, or already in the trenches, the takeaway is clear: don’t wait for the stars to align. Take the leap, keep moving, and build the future one step at a time.

👉 Watch Jeanette’s full BOLD conversation and more founder stories here: LaunchVic BOLD Series