Brian Witlin

CEO Shopwell

Brian’s a pizza- and hotdog-loving Chicago boy turned California serial-entrepreneur. He was in the worlds of footwear (GoLaces) and software development (LeverWorks), but—as he also is a trained draftsman—we shouldn’t be too surprised that Brian’s stint as Entrepreneur in Residence at IDEO turned into ShopWell. It’s a new service to help people make healthier food choices at the grocery store. We’re not sure what is says about pizza and hotdogs.