Overview
Genevieve S. is a co-founder at ToltIQ[1][2]. Prior to founding ToltIQ in September 2023[2], S. held the position of Corporate Strategy Director at ServiceNow from January 2020 to April 2023[3]. S. previously served as Director of Strategy at Snowflake from September 2014 to October 2019[4]. Earlier career experience includes roles as Operations Manager at Box from May 2011 to July 2014[5] and Senior Analyst at IBM from July 2007 to July 2014[6]. S. holds a Master of Business Administration from The Wharton School[7].
Career history
- Co-FounderSep 2023 to presentToltIQ
- Corporate Strategy DirectorJan 2020 to Apr 2023ServiceNow
- Director of StrategySep 2014 to Oct 2019Snowflake
- Operations ManagerMay 2011 to Jul 2014Box
- Senior AnalystJul 2007 to Jul 2014IBM
Education
Master of Business Administration - MBAThe Wharton School
Insights & ideas
The through-line
Across everything, the same conviction surfaces: people already have the capacity, and the work is to remove whatever is generating resistance to it. "What makes me happy is when I see people reaching their full potential" [1], she says of coaching people around alcohol, and the diagnosis she offers is not pathology but burial: talented people "just forgotten because life's happened to them or people have happened to them" and got "buried under with the stress and the obligations and you know trying to be perfect and do all the things for all the people" [1]. The same instinct governs her parenting method, which is built entirely around not provoking a fight, and it recurs in a competitive setting where the strategic problem is managing how other people perceive you rather than overpowering them [3].
Running alongside that is an unsentimental refusal to blame circumstance. Offered the consoling reading that a run of terrible luck cost her a game she was playing well, she declined it outright: "I don't blame the Billie Eilish booing, I don't blame the rocks, I don't blame the lunar cycles, I blame myself" [3]. The two impulses fit together. If outcomes come down to preparation and to how you set people up rather than to fate, then framing, language and groundwork are the only levers worth pulling.
On why people drink
Her central claim about alcohol is that most drinking is not clinical. "I think that they turn to alcohol and it's not necessarily alcoholism. It's just alcohol in general that they're turning towards" [1], either to manufacture "a feeling that they're looking for in their life that they're not getting in their relationship or their career or their connection to their partner or children," or, more simply, because "they're trying to fill a void" [1]. She takes the argument all the way down to a first principle rather than leaving it at coping mechanics: "at the end of the day, I believe, and I guess I'm getting to the punchline already, but we're just here to love. We're here to love one another, to love ourselves, and to love one another. And I think that's why people drink" [1]. Her work is framed around helping people see the effect of alcohol on the body and mind and on the beliefs they hold, using mindset tools rather than a treatment frame [1].
On prohibition, curiosity and wiring in fear
She traces her interest back to a childhood in a strict Catholic household in rural New South Wales, where drinking and smoking were forbidden until eighteen and where the ban itself did the work: "I was so curious to drink because everyone else was drinking and you'd hear stories and it was absolutely forbidden and I respected that" [1]. Her reading of that is about information as much as authority. A child under a prohibition is "not really hearing a balanced story" and is "just hearing that someone's doing something that I'm not allowed to do and it makes you want to do it more" [1]. The bus to the movies is her worked example: her parents offered to drive her instead, which missed the point entirely, because the point was sitting at the back of the bus with her friends. She was, she says, "exploring my parents' boundaries really as well as my own" [1], while being told daily at an all-girls school that "girls can do anything" [1], a contradiction she found impossible to reconcile with being wrapped up at home.
What blanket protection actually transmits, in her view, is fear. Of parents who promise a child the world and then refuse it at twenty-five, she says: "what they're accidentally doing is they're wiring in fear" [1]. The alternative is not to shelter but to build internal standards early. Riding a bus was never the danger; the danger was "not knowing how to behave or to mix in with other people that have different standards" [1]. Hence her position that you should "teach and coach your children into understanding what their own values are, what their own standards are," because those values "insulate them from the dangers that are out there and present" [1]. The argument closes on a practical impossibility: "how can you possibly protect them from every scenario? You can't" [1].
On language that leaves no room for no
Her parenting technique is a linguistic one, and she is explicit that it was born of constraint rather than theory. Becoming a single mother when her children were five and three, she found she "couldn't possibly cope with dramas and arguments and resistance. So I had to find a way around not creating that resistance in the first place" [1]. The method: "I never gave the children a way to say no" [1], achieved by removing negatives, "because as we know the subconscious mind doesn't process negatives" [1]. Rather than don't touch the oven, "the oven is hot. It could burn you if you touched it." Rather than don't run across the road, "please walk" [1]. She calls it a cheat sheet and frames it as the easy way out, not the noble one: "I don't have the time or the emotional capacity to be fighting with anyone. It's just too draining for me" [1]. The goal was an environment, "keeping the household the whole ecosystem very calm, very peaceful, very happy and very positive" [1].
The same principle governs how she opens a difficult conversation. Instead of ordering a messy room cleaned, she would call her son over on a nickname, get him standing in the room, and say, "Mate, just look. Like it's kind of hard to even find the floor, isn't it? Said come on, mate. You know, you're better than that" [1]. She is careful about what that phrase means: "I'm not saying you're a better or elite person than that. I'm saying your standards are better than that" [1]. And because he has not been shouted at, "you haven't triggered their fight or flight" [1] and he comes willingly. A teenager asking to go to a party gets the same treatment turned into a bonding ritual: put the kettle on, dunk the biscuits, "you can tell me all about this party cuz I can see it's really important to you... It sounds exciting. I'd love you to go. Tell me more" [1].
On raising with praise
Her summary of the whole approach is a phrase she repeats: "I raised with praise" [1]. She is quick to distinguish it from participation trophies, "that's not about getting an award or a sticker just for getting dressed in the morning" [1], and to define it as specific, small and frequent: "I loved how you cleaned up that room... I like the way you did that or I like that choice you made" [1]. She extended the same discipline to her children's father, whose parenting style differed sharply from hers. Rather than criticise, she told them: "You've got all the best parts of dad in you. You've got none of his negatives, none of the faults. You've got all of dad's best bits in you. Aren't you lucky?" [1]. The stated aim throughout was independence, and she is candid that succeeding at it carries a cost, since letting adult children go means accepting "that they've become exactly what you raised them to become independent and curious and adventurous and brave and courageous," which "is a little bit hard" [1].
On divorce as an identity shift
She describes separation as a problem of grief rather than of assets. Agreement is hard to reach, she argues, and "it's not necessarily just the personal it's the emotions that are being brought up. It's the loss. It's the grief. It's the lost dreams and disappointments that your life isn't actually turning out the way you thought it would be" [1]. The deeper difficulty is that "you really have to find a new identity when you go from being a wife to a single person again or single mom. It's a big identity shift" [1]. Her own route out ran through mediation with her ex-husband, which she says worked, and that experience is the hinge into her later work [1].
On lowering your threat level
In a competitive setting her strategy is almost entirely about perception management. Returning as a known quantity, she found that "more people were scared of you in your first season than they ended up being of you in their second season" [3], and much of that was engineered. A public rivalry became a tool: "rivalries can still have utility... you can either use it as a smoke screen and be working with that person below the scenes or a smoke screen and use it so that everyone thinks that's where you're going when you're not" [3]. Advertising a target loudly is really a message to everyone else, "I'm not going for you, Rob. That's not who I'm going for" [3], and she pairs it with the deliberate gift of information that costs nothing: "let me give that free information to you and make you feel comfortable with me" [3].
She applies the same extraction logic to assets she cannot keep. Finding an idol that returns to its owner, her first thought was "I'm never getting this idol back... So what value can I extract out of this?" [3], and the answer was to tell her allies about it and choose a recipient who would not suggest she was closed off to anyone, a move she says "helped microwave a bit of trust" [3]. Her pitch to a rival's ally rested on a structural read of endgames: big threats "don't always end up on one side. More often than not they're on two and they will go after each other and you will be left with at the end of the game the hyenas" [3], which made the offer "you are the tallest blade of grass with this group" and here is room to hide [3]. She also has a clear sense of when persuasion is futile. Short-notice reshuffles rarely move anyone, because "it takes a while for people to work up the courage and play through the different permutations to be moved off what they plan as their strategy," and people who "feel sturdy in what they've got" will not shift in an afternoon [3]. Her own discipline going in was emotional: "you're going to be stressed. When you're stressed, you kind of shut down. Just try not to shut down" [3].
On trust, and being wrong about honourable people
She is straightforward about her default setting, "I don't believe anyone and I have like deep-seated trust issues" [3], and about how it distorted her preparation. She had written down an opponent to eliminate first "cuz he's honor and integrity and I'm like anti that or perceived as anti that" [3], only for him to become her most reliable partner and a key sounding board on when to use her safety mechanism. Her revision is genuine and pointed: "I know honor and integrity people are like, oh, it's so boring to watch. But like have you had an honor and integrity alliance made, Rob? They're amazing. They're so wonderful" [3]. Where an intended partnership failed, she reads the failure as a two-sided problem, since laying everything out "only works if both people are down to do that and it just never We never got there" [3]. And when she looks for what she could have controlled, the answer is relationships built years earlier: "I could have played Survivor 10 years earlier and been a open good person and made lots of inroads and friendships" [3]. Even her exit gesture was practical rather than symbolic, passing on a coat because it is bitterly cold at night and not cold where she was going: "they're going to need it more than me" [3].
On lived experience and shared story
She has also worked in the register of collected testimony, assembling a listening collection on psychosis and schizophrenia that sets conversations, interviews and perspectives from others alongside her own account, deliberately spanning people who come to the subject through lived experience and through professional roles [2].
Takeaways
- Most problem drinking is not alcoholism, in her account, but an attempt to get a missing feeling or "fill a void" left by stress, obligation and perfectionism [1].
- Prohibition manufactures curiosity, because a child hears only that others are doing something forbidden and "it makes you want to do it more" [1].
- Blanket protection backfires by "wiring in fear"; the durable defence is helping children discover their own values and standards early, since no parent can cover every scenario [1].
- Phrase instructions positively, since "the subconscious mind doesn't process negatives": say "the oven is hot" and "please walk" rather than don't [1].
- Get compliance by inviting attention rather than issuing orders, so you never trigger fight or flight, and reinforce with specific praise rather than blanket rewards [1].
- Divorce is primarily an identity shift and a grief process, which is why settlement agreements are so hard to reach [1].
- Publicly declared rivalries and freely given information are threat-reduction tools: they tell everyone else they are not the target [3].
- Assets you cannot keep should be spent on trust, and people who feel secure in an existing plan will not be moved in a single afternoon [3].
- Attribute setbacks to your own preparation rather than luck, and be willing to revise a bias against straightforwardly honourable allies [3].
Media & appearances
- Check out this great listen on Audible.com. This playlist brings together experiences of others alongside my own. It includes conversations, interviews, and perspectives from people with different relationships to psychosis and schizophrenia—whether through lived experience, professional rol...Amazon MusicSide Quest Stories: Genevieve's Psychosis Story - Audible.com
- Today, Rob Cesternino sits down with v to dissect her rollercoaster return and dramatic torch snuff. Rob doesn’t hold back, asking Genevieve to relive those ...YouTubeGenevieve Mushaluk Exit Interview | Survivor 50 Ep 6 - YouTube
- Genevieve discusses her work helping people understand their relationship with alcohol, explaining that people often turn to alcohol to fill voids or cope with stress rather than from clinical alcoholism. She shares her personal journey growing up in a strict Catholic household in rural Australia where alcohol was forbidden, and how this prohibition created curiosity, reflecting on how she has applied different parenting approaches with her own two adult children.YouTubeHealing, Hope & Sobriety: Genevieve’s Transformation | The ...
- SpotifyGlobal Questions Podcast founder, Genevieve and her insight ...
This page shows public professional information only, each fact cited. Is this you? send a correction, or ask for removal within 24 hours, no questions asked.