Building Momentum, Leading Authentically, and the Power Of Founder-Led Stories
Q&A Interview with Angelina Lawton, Founder & CEO
Angelina Lawton, Founder and CEO of DIGIDECK, has been named to the Inc. Female Founders list for the second year in a row, a recognition that celebrates the most innovative and impactful women entrepreneurs. We sat down with Angelina to talk about her journey, lessons learned along the way, and what’s next for storytelling, technology, and founders.
You’ve been named to the Inc. Female Founders list for the second year in a row. What does this recognition mean to you personally and professionally?
Being recognized by Inc. alongside so many incredible women founders is truly an honor. Personally, it’s meaningful because entrepreneurship is often a long and winding road. There are moments of excitement and momentum, but also plenty of uncertainty and challenges along the way. Recognition like this is a reminder that perseverance, vision, and belief in what you’re building can pay off.
Professionally, it reflects the work of an entire team, not just me. DIGIDECK exists because of the dedicated people who believe in the mission and show up every day to build something better for our partners. While the award may have my name attached to it, it really belongs to everyone who has helped grow this company.
Can you tell us about your journey as an entrepreneur?
I like to tell my story using a hockey game analogy.
Period one was my Wall Street years. That’s where I learned the fundamentals of business while working for my father on Wall Street. I immersed myself in the world of finance, strategy, and how organizations operate at scale. It was intense, but it gave me a strong foundation.
Period two was my time in the NHL. Working as the SVP, Corporate Communications for the NHL’s Tampa Bay Lightning opened my eyes to how powerful storytelling and partnerships can be. I saw a huge gap in the market while I was with the Lightning that ultimately led me to my third period.
Period three is DIGIDECK. This has been the entrepreneurial chapter, building something from the ground up, solving problems for some of the biggest brands in the globe, and turning an idea into a real platform used by organizations around the world.
Each “period” built on the one before it. The lessons from Wall Street and the NHL ultimately led to the insight that inspired DIGIDECK.
What moment made you realize you wanted to start your own company?
For me, it wasn’t one dramatic moment, it was more of a growing realization during my time at the Lighting. I kept seeing the same challenge across industries: teams struggling to present their ideas clearly and consistently when pitching large six and seven-figure deals.
People were spending countless hours recreating presentations, managing different versions of static content, and trying to make complex information digestible. I realized there was an opportunity to build a platform that could solve that problem in a scalable way.
Once that idea clicked, it became hard to ignore.
There has been a lot of discussion recently around the idea that “influencers are out, founders are in.” What do you think about that concept?
I think people are craving authenticity more than ever. Influencers helped shape social media culture, but audiences today are becoming more interested in the people actually building things: founders, entrepreneurs, and operators who are in the trenches every day.
Founders have real stories to tell: the risks they took, the lessons they learned, the problems they’re trying to solve. When founders share those experiences openly, it resonates because it’s genuine. It’s less about curated perfection and more about real perspective.
To expand on the last question, people are calling this the “interest media era,” where entrepreneurs win with organic, personal content. Do you agree?
Yes, I do. The shift we’re seeing is toward content that feels real and meaningful rather than overly polished or promotional. People are interested in ideas, insights, and stories they can learn from.
Entrepreneurs are uniquely positioned to contribute to that conversation because they’re living the journey in real time. When founders share their thinking, their failures, and their breakthroughs, it creates connection. That kind of content isn’t manufactured—it’s lived experience.
What advice would you give to women who are thinking about starting their own company?
One of the most valuable assets you can build as an entrepreneur is your network.
The relationships you invest in will often open doors, provide perspective, and help you navigate challenges faster than you could on your own.
At the same time, founders today have a powerful opportunity to grow their network through their digital footprint. Sharing your ideas, insights, and experiences online allows you to connect with people far beyond your immediate circle and build credibility around the problems you’re passionate about solving. When you consistently show up, contribute thoughtfully, and engage with others, your network grows organically and those connections can become some of your greatest supporters as you build your company.
What advice would you give your younger self when you were first starting out?
Trust your instincts and don’t wait for external validation.
Early in your career, it’s easy to assume that someone else has more experience, more knowledge, or a better perspective. While mentorship and feedback are important, founders also need to develop the confidence to trust their own judgment. Many of the best decisions come from having a clear vision and the conviction to pursue it.
I would also remind my younger self that progress rarely happens in a straight line. There will be moments where things move faster than expected and others where progress feels slow or uncertain. Both are normal. The key is staying focused on the long-term vision rather than getting distracted by short-term noise.
And perhaps most importantly, build the habit of resilience early. Entrepreneurship will test your patience, your creativity, and your ability to adapt. The challenges are inevitable, but they’re also where the real learning happens.
Looking back, the biggest breakthroughs didn’t come from having the perfect plan. They came from continuing to move forward, even when the path wasn’t completely clear.