We all know the statistics: 9 out of 10 startups fail. But what about the 10% that succeed? What makes them different? In each episode, I sit down with founders of early-stage startups that I believe have the vision, execution, and market fit to be part of that successful minority.

In this episode of The 10 Percent, I sit down with Joana Figueiredo, co-founder and CEO of eDynamics, a health tech startup using data, AI, and motion analytics to tackle one of the workplace’s most overlooked issues: fatigue-related injuries.

With a PhD in biomedical engineering and over a decade of experience leading cross-disciplinary teams, Joana is building eSole and ErgoCoach — an AI-powered solution combining wearable sensors and real-time feedback to predict and prevent musculoskeletal injuries, especially in sectors like logistics and retail where physical strain is constant.We talk about:- The problem no one talks about in the workplace — and why it costs companies billions;- Joana’s founder journey and how she turned deep tech into a startup;- The challenges of building hardware-meets-software solutions;- Getting early traction with pilots;- What it takes to build for the long game in health tech — and why now is the moment;This is a story about motion, data, and building something meaningful from the ground up — literally.