Ever wondered what it takes to build enterprise-grade software from scratch—in the middle of a global crisis?

In this episode of The Priyanka Shinde Podcast, Priyanka sits down with Dipti Desai, CEO and Co-Founder of Crstl, a modern B2B commerce network helping brands, retailers, and logistics partners connect on a single digital platform.

Dipti shares her journey from product leadership roles at startups and global enterprises to founding Crstl in the thick of COVID-19. She opens up about the lessons behind building “minimum sellable products,” balancing vision with flawless execution, and leading with grit and empathy in a rapidly evolving AI era.

What you’ll learn:

• Why “Minimum Sellable Product > MVP” when launching in enterprise markets.
• How COVID led to the idea for Crstl.
• The power of execution — and why ideas mean little without a sound hypothesis.
• The leadership values that drive resilient, high-trust startup teams.
• Why hiring for traits like curiosity and judgment beats hiring for skills alone.
• What the next 3-5 years hold for specialists and generalists as automation reshapes work.

Whether you’re an early-stage founder, a B2B operator, or a product manager learning to scale, this conversation offers grounded, actionable insight on building in uncertain times.

⏱ Timestamps

0:00 – Intro
4:00 – The Leap to Entrepreneurship: What Sparked the Idea for Crstl
5:18 – Starting a Company in the Thick of COVID
20:20 – From MVP to MSP: Why the Bar Is Higher in B2B
27:37 – 1% Inspiration, 99% Execution — But Get Your Hypothesis Right
31:36 – The Power of Community and Support in the Founder Journey as Female Founder
39:30 – Hiring for Grit, Curiosity & Judgment

42:35 – Future of Work: Specialists vs Generalists in the AI Era
45:35 – Let Some Fires Burn: How Founders Stay Focused

Connect with Guest: https://www.linkedin.com/in/diptidesai/

Company: https://www.crstl.ai/

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▶ About the Priyanka Shinde

I am an AI Product Leader and Execution Strategist with a proven track record of building, scaling, and delivering AI-powered innovations. With experience at Meta and Cruise, I have helped businesses leverage AI for growth, efficiency, and real-world impact. As an Executive Coach, Startup Advisor, Keynote Speaker, and Author, I am passionate about guiding leaders, entrepreneurs, and product teams to navigate the evolving AI landscape.
From developing cutting-edge AI solutions to mentoring the next generation of innovators, my mission is to bridge the gap between technology and execution—empowering businesses to thrive in the AI-driven future.