Live at Atlassian Team ’26 | May 5-7, 2026

Every Mountain Is a New Problem Worth Solving | James Coller, Treetown Tech

In this episode of Back Up to Level Up, recorded live at Atlassian Team ’26 in Anaheim, California, Janet Khoshaba sits down with James Coller, Director of Strategic Programs at Treetown Tech, a product development company based in Ann Arbor, Michigan.

James came to Treetown Tech while finishing his PhD in naval architecture, looking for extra cash. A single conversation with the founder flipped his perspective entirely and he never left. He talks about learning to lead across different communication styles, why trusting his team was the shift that changed everything, and how building machines that make crystal clear artisanal ice ended up on grocery store shelves across the country.

Key takeaways:

  • Why a founder’s one question made James rethink his entire career direction
  • What it actually takes to lead a team with completely different communication styles and personality types
  • How learning to trust the people around him freed James to focus on the bigger picture
  • Why taking opportunities outside your wheelhouse is where the most growth happens
  • How Treetown Tech approaches product development as a mountain climbing journey

If you are an engineering leader or someone trying to figure out what kind of work actually fulfills you, James’s story is a grounded and energizing listen.

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Why Most Ecomm Brands Get Inventory Wrong | Rachel Dauchy, NetDeposited

In this episode of Back Up to Level Up, recorded live at ShopTalk 2026 in Las Vegas, Janet Khoshaba sits down with Rachel Dauchy, Ownde and Founder of NetDeposited, an eCommerce accounting firm specializing in inventory-heavy businesses.
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They Said No One Would Pay for This…They Were Wrong | Mike Potter, Rewind

In this episode of Back Up to Level Up, recorded live at ShopTalk 2026 in Las Vegas, Janet Khoshaba sits down with Mike Potter, Co-Founder and CEO of Rewind.
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We’re booking guests for upcoming events. If you’ve been through a business journey and came out with a lesson, we want to hear it.

5–10 minute episodes, filmed live at industry events, professionally produced, and published on YouTube and social. You walk away with polished content you can keep and share.