Sasha Korobov is the creator of SIDE HUSTLE SOS, an “idea incubator program” that helps women pick the right business idea, every time. The program is based on the premise that “you can't market your way out of a foggy business idea,” as founder Korobov likes to say, and helps solve a serious—but rarely recognized—problem plaguing today's entrepreneurs: how to test and validate an idea before spending thousands of dollars you'll never get back.

Korobov developed the program after a decade-long career at NASA followed by research at the Kingston Business School in London, which led her to the focus of her work today. She is passionate about making smart decisions informed by data, but she'll also Zumba her way across any gymnasium and laugh as hard as the best of 'em on any Zoom call while adoring her life as an American expat living in the same exact town outside of London where they filmed The Holiday with Kate Winslet. She lives there with her husband and two cats, and five very adequate rhododendron shrubs.