Someone had to get sick of
meetings first.

Desmi did not study meetings. He survived them. For about a decade he sold into some of the most demanding B2B environments there are: key-account manager at Würth Industrie France, handling national industrial accounts; sales rep at Zimmer MedizinSystems, out in the field with physiotherapists; regional sales manager at Microline Surgical, running public tenders with some of France's largest hospital groups; and business developer at Puma France, backing the national field teams. Different products, one constant: the person who prepared best and followed up hardest won.

He also learned the opposite lesson, the expensive one. He lost deals by moving too fast: not enough discovery, the wrong information, a signal missed, confidence in the wrong place. “Often I was confident and wrong,” he will tell you. The rejections had a soundtrack too: we'll keep you posted, we don't need it, I'll have to check with my colleagues, call us next year, budgets are closed. Every one of them was a signal he could have read earlier, if he had not been buried in the admin of the last meeting while walking into the next.

Alongside sales, Desmi spent seven years in e-commerce, and taught himself everything from zero, running the whole machine solo. It started with dropshipping wellness gear and grew into building brands across several niches: supplier relationships across China and Europe, custom corporate merchandise ordered at scale, print-on-demand apparel, white-label beauty. Some of it worked, some did not, but at its peak he grew it to six figures, alone, from nothing.

E-commerce taught him what pure sales never could: marketing, funnel and customer-journey optimisation, and above all data and metrics, the numbers most people never look at. It also handed him his sharpest lesson the hard way. He kept taking pre-orders straight through Chinese New Year, the supply chain froze, and a logistics error wiped the whole thing out. The takeaway became a rule he still builds by: “anticipate to the extreme.”

The name is older than the meeting copilot. Back in late 2022, before the AI wave broke, Desmi was already building an AI product, a content generator with the line bring your ideas to life with Heidi. The idea evolved, but the name stayed. Today it carries a sharper promise: Meetings suck. I don't. Nobody actually enjoys meetings, they are draining and often a waste, but Heidi is the one that is high-energy, a little sarcastic, and hands you back the time they steal.

Getting here was not clean. There were false starts, months lost, and being nearly scammed along the way by people who over-promised and vanished. The first serious version never really became operational. So Desmi did the thing that defines him: he tore it down and rebuilt Heidi from the ground up himself, and this time, in a matter of weeks, it worked. Everything you see today came out of that rebuild.