Trigger Warning: This episode contains discussions of harassment, physical assault, and violence in public spaces, including a personal account of an attack that led to the founding of eNOugh. While the conversation ultimately centres on empowerment, innovation, and reclaiming safety, please prioritise your wellbeing while listening.

If you are not in the emotional space for this topic today, here are two alternative episodes you may prefer:

Alternative Episodes:

How to Use AI to Transform Your Life, Career & Glow Up With AI Founder Ideja Bajra

https://www.youtube.com/watch?v=d-V2Bz67k50

A Generalist’s Guide to Starting and Scaling Multiple Businesses

https://www.youtube.com/watch?v=5HZCS7evfcM

If you are ready for this episode however, lets dive in:

What does it take to build a tech startup that solves one of the world’s most urgent problems: safety? In this powerful and deeply relevant episode, I sit down with Ina Jovicic, CEO and co-founder of eNOugh, the London based startup building the world’s first AI safety badge, a wearable “mini AI bodyguard” designed to detect and deter threats in real time.

After surviving a violent street attack in central London, Ina turned her experience into a mission: use AI and hardware innovation to make cities safer for millions of people.

In this episode, we explore:

• How to fall in love with the problem, not the idea

• The reality of early stage startup life beyond the glamorisation

• How to filter noise and evaluate advice

• What makes a strong co founder relationship

• Building a high trust team around a mission that matters

• How eNOugh raised $2.7M for an AI/hardware product

• Founders’ mindset: how to stay sharp, decisive, and mission-driven

• Why safety tech is overdue for innovation

• How the eNO badge could redefine safety for millions of people worldwide

This episode is for anyone building something meaningful, navigating the startup world, or searching for the courage to turn a difficult experience into long term impact.

Timestamps

00:01:04 – eNOugh’s backstory

00:04:00 – The problem you’re in love with

00:08:30 – Where do you begin with a hardware AI startup

00:11:00 – How to separate useful vs. irrelevant advice

00:15:00 – The founder space being glamorised

00:21:00 – The team and finding co-founders

00:30:00 – Keeping a good relationship with co-founders

00:38:00 – Fundraising 101

Connect with Ina and eNOugh

Website: https://www.enobadge.com/home

eNO Badge Instagram: https://www.instagram.com/enough.badge/

Ina on LinkedIn: https://www.linkedin.com/in/ina-jovicic/

Ina on Instagram: https://www.instagram.com/ina_founder/

Stay Connected with me/ The pod 

Podcast Instagram: @reclaimingbossy

My Instagram: @maahika.s

Podcast TikTok: @reclaimingbossy

My TikTok: @maahika.s

If this episode resonated, please share it with someone who would find it valuable and instead of texting “home safe” to your bestie send them this next time…