get to know me


Who am I?

I am a woman on a mission to make emerging and innovative companies more successful.  My focus is on consulting and advising around market traction, successful innovation, customer discovery, and the entrepreneurial mindset.  I am especially passionate about helping companies that are motivated to make the world a more sustainable place.  I bring my clients fifteen years of professional experience in understanding our world from a critical and creative perspective.  I am a former sustainability software entrepreneur, urban planner /environmental designer, and antitrust litigation attorney. 

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Joanna Malaczynski

Educational Background

  • University of Michigan Law School, Juris Doctor

  • UC Berkeley, Master of Landscape Arch & Environ Planning

  • University of Michigan, Bachelor of Arts in Economics


how I got here

I founded DESi Potential based on my passion for seeing true innovation implemented in the marketplace.  For me, innovation is about building a better world and increasing our prosperity while solving our local, regional and global problems. I left a successful career in antitrust law some years ago with the belief that I could help solve our greatest social, economic, and environmental challenges with my brains. I learned over time that throwing a bunch of bright people together to work on a problem is insufficient to solve it. A bit wiser, I speculated that if lack of brains was not the key, then surely financing and the economics were the missing piece. This also proved to be insufficient. Over the years of working on complex challenges as a software entrepreneur, designer, and attorney, I realized that the greatest obstacle to solving our social, environmental and economic problems lies in our mindsets, mental models, and perceptions of reality. Further, our success largely depends on our ability to understand our customers, marketplace, competitors, and—first and foremost—ourselves.


Examples of My Work

Click on any project to learn more about it.