what we solve
Your startup is scaling fast. You need to scale, too.
We know the feeling because we’ve been there. Your company is growing more complex. Every day feels like the biggest job of your life.
You wake up knowing that what worked last month won't work this month. The systems that got you here are breaking. The team that was perfect at 20 people is struggling at 50, and you wonder how you'll make it to 150.
You're moving fast, and sometimes it feels like you're barely keeping up with the company you helped build.
Enter Waypoint Works:
We guide founders and emerging leaders with coaching, expert advice, and workshops that scale with their business.
Let us help you thrive at the speed of your startup’s success.
Coaching | Embedded Advisory | Workshops | Offsites

The High Slope Opportunity
High Slope Talent are the unproven, high potential hires that may even start lower than most hires on day one, but their capabilities scale with business growth over time.
Waypoint Works turns hires into leaders who keep pace.
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Dr. Heather Doshay
Founder
about
More than a coach and a consultant. You’ve got someone on your side.
Dr. Heather Doshay is the Founder of Waypoint Works, a coaching and embedded advisory partner helping startups scale intelligently with High Slope Talent. Previously a Partner & Head of Talent at SignalFire and the founding executive and VP of People at Webflow, she brings hard-earned operator insights to founders and their teams. She holds a doctorate in Organizational Leadership, a Masters in Adult Learning, and her insights have been featured in The Wall Street Journal, The New York Times, and Forbes.
Services
From where you are to what’s next
We provide a flexible and customized suite of services that enable your most important asset- your people. We’re deeply steeped in this ecosystem, so if we don’t provide it, we’ll intro you to who does it best.
Testimonials
Trusted at pivotal moments
Embedded Advisory
Kent Keirsey, Founder + CEO at Invoke AI
Heather is an incredible wealth of knowledge, with the ability to navigate the practicalities of running a business while speaking to the core of what it means to be human. She helped us navigate a number of processes from hiring to values conversations, and always provided a grounded approach that was both pragmatic and effective.
Coaching
Samantha W, Director of People at Growth Startup
Most leaders struggle to grow quickly enough to keep pace with their company’s growth, but with a coach like Heather, you have the opportunity to scale your skills and successfully navigate each stage of the company’s journey. She helped me see things from a new light and in moments where it felt like the earth was opening up and eating me, she helped put it all together!
Coaching
Kyle De Quist, Expert Engagement Team Lead at Rippleworks
I have found Heather's approach to coaching as a refreshing and agile style that enabled me to drive what I needed most each session, holding a deep connectedness with my long-term vision while receiving her personal wisdom & professional frameworks. I felt like I could bring anything to our sessions together and walk away with more confidence and more clarity on what was ahead for me.
Embedded Advisory
Anita Modi, Founder + CEO at Peer AI
Heather was instrumental in helping ensure we started Peer AI with the right foundation. She advised us across the board, on topics including cultural aspects (how to structure our first offsites, process for defining and aligning on values, creating fit-for-purpose rituals to ensure adherence to our values) as well as more tactical (structuring appropriate compensation packages, defining titles and employee bands, creating our first parental leave policies). As our company has grown, Heather has ensured we put the proper measures in place to scale -- including how to think about compensation, performance management processes, and org structure. As a first time founder, this wealth of knowledge applied specifically to our situation was incredible -- I am grateful to have had Heather's guidance!
Blog
Ideas to guide what’s next.
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16 Aug 2025
Waypoint original
Why Waypoint Exists: A Love Letter to Startups
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23 JAN 2025
Our thoughts in the wild
Mastering The 9-Box Talent Review: A Guide for HR Professionals (republished from People Managing People)

9 OCT 2018
our thoughts in the wild
The Types of Team Members You Need to Hire at Each Stage of Your Business (republished from Entrepreneur)
Ready to climb?
©2025
Go Farther, Together