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 its 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. I live for the misunderstood. 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 people endlessly fascinate me. What shapes us? What drives us? What makes us human? are only a few of the questions that live in my mind rent-free. I write because it helps me think.