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Seed CEO Ara Katz on Where to Find Inspiration, Presented by Cadillac

By Cadillac | March 1, 2018 | People Sponsored Post

On December 8, 2017, Los Angeles Confidential joined forces with Cadillac for "Driving the World Forward," a conversation with female entrepreneurs on the vision and tenacity needed to drive the world forward. The panel, supported by The XX Project and moderated by Melody Lee, Global Director of BOOK by Cadillac, included top female movers and shakers sharing their expertise and insights with an audience of fellow entrepreneurs and business leaders.


Panelist Ara Katz is the Co-Founder and Co-CEO of Seed, a consumer health company focused on the microbiome. Prior to Seed, Ara Co-Founded and served as CMO of Spring, a venture and LVMH-backed mobile marketplace, which launched in August 2014, and has raised over $100 million. The company recently announced a strategic partnership with eBay.

Tell us about the qualities that you’ve drawn on in building your businesses and achievements.
ARA KATZ: Tenacity, generosity, intelligence, and hustle.

What role does innovation play in your day-to-day work?
AK: It is the common denominator of everything. It would be very boring to do the same thing over and over again, but I'm always careful to not innovate for innovation's sake—new isn't always the answer.

Where do you get your inspiration?
AK: In the most expected and unexpected places—I often spend a lot of time understanding new technologies like AR and marrying new technologies with ideas and images from old books. I have a special love for old science books—they had messages that our present selves could benefit from. Also, art and design, typography, photography, museum curations, spoken word, poetry, film and television, technology, architecture, my son, as many books as I can get my hands on, travel, and yoga class, and most often, simply walking in my neighborhood and thinking.

What do you see as the future of your industry, and where do you see yourself and your company in that future?
AK: The future of consumer health is precise and personalized. I will have succeeded if our community is healthier, if they feel empowered to make good choices and if we have globally communicated the beauty and importance of bacteria.

What do you wish you knew before you started out?
AK: People, people, people. Ideas aren't hard to come by, the right humans are.

About Cadillac: Cadillac has been a leading luxury auto brand since 1902. Today Cadillac is growing globally, driven by an expanding product portfolio featuring distinctive design and technology. More information on Cadillac appears at Cadillac’s media website with information, images and video can be found at

About BOOK by Cadillac: Cadillac is continuing to push the boundaries of the driving experience with a first-of-its kind luxury vehicle subscription service, BOOK by Cadillac. For a flat monthly fee, BOOK by Cadillac gives members access to popular Cadillac vehicles without the commitment of leasing, financing, or buying.

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