By Listening to Her Customers, This Entrepreneur Found a Larger Audience -- And a Greater MissionMichelle Kennedy launched the Peanut app to help moms. But now, the app is out to help all women.

Michelle Kennedy arrived at lunch, nervous about the conversation she was about to have with her best friend. It was 2016, and Kennedy had just made a big career decision. She was going to leave her job as a tech exec and launch a newappfor moms. It was exciting — a new adventure, a massive market, a lot of potential upside.

But the downside was this: Her best friend, BBC journalistSophie Sulehria, had been struggling for years to have a baby. In fact, at the time, Sulehria had just completed her third failed round of in vitro fertilization, and it was taking a toll on hermental health. Kennedy didn't want to add to the burden.