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Nicole Cathcart
Nicole Cathcart, operator and founder of Awestruck Labs, photographed in a contemplative editorial portrait.

Nicole Cathcart

Strategist &Operator buildingAI-native systems

Work at the intersection of marketing, product, and design.

Strategy and execution usually sit on different teams. I build them as one system. Story is the through-line, whether it lands as a framework, a product, a deck, or a video.

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20-plus years of operator receipts.

§ Essay · Unfixed

The posture under the work

Living an unfixed life.

A manifesto on designing a life and career that can evolve continuously.

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What I do

See.

I practice foresight personally, reading where markets, technology, and culture are heading through structured scenario work and 20-plus years of pattern recognition across healthcare, AI, and emerging tech.

Build.

I run Awestruck Labs, a foresight-driven GTM firm, and I build ventures, vibe-code tools and ship products. The portfolio is the proof.

Live.

I operate from anywhere, across cultures and time zones, by design. The career model most people default to was built for a world that has already changed, and Unfixed is the alternative I'm building.

Current POV

Recent thinking.

01April 9, 2026
The New Moat Is Taste

The New Moat Is Taste

"Production capacity used to be the filter. The new moat is taste, and taste is the one thing your competitor with the same AI stack does not automatically have."

02February 3, 2026
The Case for Curiosity

The Case for Curiosity

"Curiosity is a structural advantage."

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Selected work

A few things I've designed and built.

MavenIndex: B2B qualitative research platform built to reach the Household CEO: the women making healthcare and purchasing decisions for the family.

MavenIndex

Receipt3,000-person waitlist. 1,200 users in first 90 days. CPA under $1 on Meta.

RoleCo-founder, designer, marketer.

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MedSavvy: Medication choice management application for employers and consumers, with an innovative grading system for Rx transparency.

MedSavvy

ReceiptFirst-generation launch at Cambia. Multi-year program 2014–2017.

RoleProduct designer, UX/UI designer, project manager, and marketer.

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Cinch Health: Generative AI for healthcare communications.

Cinch Health

Receipt20+ AI use cases shipped across community health organizations for internal messaging and patient engagement.

RoleFounder, product, and prompt designer.

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Health Pass: Consumer medical bill-pay app with a unique AI-driven bill review feature.

Health Pass

ReceiptMastercard and SVB Design Partners.

RoleProduct designer, concept UX/UI designer, lead marketer, ultimately GM.

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0-to-1

The math that mattered.

$500K

Seed raised

1,200 active users in 90 days.

MavenIndex

30 day GTM

Enterprise launch

Blockchain + federated AI.

ConsenSys Health

14% → 37%

Innovation perception lift

From a program I ran.

Cambia

About

Editorial portrait of Nicole Cathcart on a couch, indigo and warm tones.

I'm an operator with 20-plus years across marketing, product, and design, 12 of them in healthcare. I hold three patents in digital health, trained in foresight with IFTF, and run AI-native across the whole stack from wherever I am.

I founded and lead Awestruck Labs. This site is where I work as myself.

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