timeline

born 1975

In 2006, Adi Tatarko + her husband Alon Cohen bought a 1950s ranch house in Palo Alto that needed some serious updating. Little did they know that trying to remodel their own home would lead them to renovate the whole home industry, as the founders of Houzz ~ an innovative design database where homeowners + contractors can collaborate.

The Israeli tech power couple started Houzz as a passion project they built on evenings and weekends. The platform attracted an instant fan following as a stylish + practical solution to a serious gap in the marketplace. Adi quit her day job + bootstrapped the company, ensuring that it offered the best possible product + user experience before finding investors who bought into her vision.

In the end, the wife-husband team found it easier to start a business together than to remodel their home together...which is why Houzz has proven to be a billion-dollar, internationally scalable idea.

bio bits

her quotes

all quotes by Adi Tatarko (6)

"For us, monetization always came after user experience, and that helped us monetize later on. You can’t buy love. You have to create an experience that people love and need."

Disrupt SF | september 2013

"We review our mission at the start of every company meeting, and...use it as the filter through which we evaluate all opportunities and obstacles that come our way."

How I Did It: Adi Tatarko, Co-Founder & CEO of Houzz | september 2013

"Knowing that we’re solving real problems is incredibly gratifying."

How I Did It: Adi Tatarko, Co-Founder & CEO of Houzz | september 2013

"Hire talented people that believe in your vision and want to be a part of the journey . . . Ultimately, you want team members who are true ambassadors for your brand and who are a good fit for your culture."

How I Did It: Adi Tatarko, Co-Founder & CEO of Houzz | september 2013

"It’s common in Silicon Valley to see companies pivot and chase the hype; often by the time a company pivots, the trend is already old news. Innovation is about being a leader, and doing something new."

How I Did It: Adi Tatarko, Co-Founder & CEO of Houzz | september 2013

"Get into the business for the right reasons—to build something great that you’re passionate about and that fills a real need."

How I Did It: Adi Tatarko, Co-Founder & CEO of Houzz | september 2013
  • Quotabelle profile
  • Adi Tatarko

curated with care by Alicia Williamson