Shoshana got her start as a writer for a magazine called Bikini for whom she interviewed Jeff Buckley and Allen Ginsberg. That led to writing for the New York Times, SPIN, WIRED, and a stint as the editorial director (more like “cool-hunter”) for Young & Rubicam. With little more than a fuzzy idea and a boil in the blood, she went on to found ReadyMade, a national do-it-yourself design magazine. The venture was funded by 10 credit cards. (Her credit rating is excellent). ReadyMade was a finalist for National Magazine Awards in 2005 and 2006. After co-authoring the book ReadyMade: How to Make Almost Everything (Clarkson Potter), she sold the business to the Meredith Corp., publisher of Better Homes & Gardens. Shoshana then joined WIRED as director of special projects in 2011, and launched a new website, WIRED Design. She landed at IDEO in 2013 as editorial director and hasn’t looked back.