Hi, I'm Cris
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From Bloomberg & NPR newsrooms to building the systems behind Uber and Instacart — I’ve spent my career studying how things break and how to make them work. Turns out, the most interesting problems aren’t in Silicon Valley.

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Why I do this

Every community runs on local operators — the contractors, the agencies, the service businesses that show up every day for real people.

They build with grit, care, and reputation. But most of them are stuck inside a business that's grown too complex to run alone and too fragile to scale.

I built MSO to help them fix that.

A woman with long dark hair smiling, standing with her back against a white wall with yellow and orange wooden window shutters on either side, wearing a sleeveless beige vest, dark jeans, and brown sandals.

Hi, I’m Cris, Founder of MSO. I know what it costs to hold a business together with grit.

I've watched it happen at every level — scrappy startups, $500M operations, Main Street businesses doing $5M on a good year. The constraint looks different each time. The exhaustion doesn't.

15+ years building at Uber, Instacart, and IDEO taught me where systems break under pressure. It also taught me something nobody in the AI space wants to admit: most of it creates more work than it solves.

I’ve been building with AI since before it was a course topic. I know where it earns its place inside a real operation, and where it’s just noise dressed up as a demo.

That distinction matters.

OUR Approach

Your business runs on three forces. Most operators have never seen them clearly.

Every owner-operator juggles three realities at once — what your customers expect, what your team and systems can reliably deliver, and what works financially without burning you out. When these three align, the business scales without breaking. When they don't, you get firefighting, margin leaks, and exhaustion.

Triangular diagram illustrating business reality, customer reality, and delivery reality, with a central message: 'A business that scales without breaking'.

  • What works financially without burning you out.

  • What your team and systems can reliably execute.

  • What clients actually expect from you.

Most operators feel all of this but can't name it. That's where I start: making the invisible visible, so you know exactly where the real problem lives and what to fix first.

  • "What I enjoy most about working with Cris is her insightful guidance and unwavering support. Her commitment to growing my businesses is evident in every engagement."

    — Doug, General Contractor

  • "We saw an Increase in our event revenue by 96% and our regular customer event attendance by 31%"

    — Linda, Wine Shop Owner

  • "What I found was a new standard for how to approach and grow my business. "

    Diego, Paving Company