About the founder

A creative technologist building calm.

I'm Talya Simha Mizrachi — founder of Business Backwards and SiteOri. A registered nurse, real estate investor, and artist who designs and ships her own ecosystem of clarity-focused digital tools.

I don't think of myself primarily as someone who builds businesses. I think of myself as someone who helps people see the shape of their problem clearly — and then designs and builds a thoughtful, human-centered way to solve it. Sometimes that's a business. Often it's a quieter system.

Talya also builds at SiteOri — the practical builds (landing pages, MVPs, systems) these principles point toward — and at Torchlite, a daily planning tool that helps founders run a business inside a real life, not on top of one.

BSN, RN · Based in the U.S. · Working globally · Writing weekly

Watercolor portrait of Talya Simha Mizrachi, founder of Business Backwards — Talya Simha Mizrachi — founder

How I think

Four quiet principles guide every build.

Systems thinking

I look for the structure beneath the friction — the workflow, the handoff, the unclear step. Often the real problem is shape, not effort.

Human-centered design

Calm typography, breathing room, and interfaces that respect attention. Beautiful is also the most usable.

Care, borrowed from nursing

Holding the whole picture, paying close attention, making things calmer for the people in front of me.

Quiet practicality

Built in days to weeks, never months. Lean, intentional, evolvable — meant to grow with you.

Why Business Backwards

Start with the problem.

Business Backwards began with a pattern I kept seeing across every kind of founder I worked with at SiteOri — nonprofit leaders, painters, real estate investors, nurses, rabbis, creatives. Almost no one was held back by lack of effort. They were held back by starting in the wrong place.

They had been taught to start with a solution. To pick a name, a logo, a website, a price. Then go find people to sell it to. That order is backwards. It builds anxiety, debt, and brittle products that don't quite fit a real human's life.

Business is not the art of extracting value.
It is the practice of creating it.

Business Backwards is the teaching arm of that work. The philosophy beneath every project I take on — written down so it can help people even while I sleep.

The ecosystem