A woman with dark hair and sunglasses sitting at an outdoor cafe in an urban area, holding a white coffee cup. She is dressed in a dark coat, light pants, and tall black boots, with a black handbag beside her. The street behind her is lined with brick buildings and parked cars in the evening or late afternoon.

Unstructured | Notes from the Middle is a living journal of what I’m building, studying, and savoring—on the road, in the studio, and everywhere in between. Here you’ll find essays, dispatches, and working thoughts across entrepreneurship, food, culture, travel, and creative practice. Some posts are polished. Some are just notes. All of it is real, and in motion.

Unstructured

Francesca Sta Maria 11/22/25 Francesca Sta Maria 11/22/25

Growth Is Logistics Disguised as Storytelling.

Growth isn’t magic. It’s logistics. The kind that hides inside clean systems, clear handoffs, and disciplined feedback loops. Creative ideas only scale when the architecture beneath them is strong enough to hold the weight. This is the operator’s view of growth: engineered, intentional, and built to last.

Francesca Sta Maria 10/9/25 Francesca Sta Maria 10/9/25

The Problem With Being Impressive.

I’m dangerously good at everything. That used to be the compliment—until I realized it was also the ceiling. This is what happens when you’re overused, under-matched, and praised into intellectual atrophy. I’ve rebuilt everything: my system, my mind, my standards. Because I’m not optimizing for range anymore. I’m building to become indispensable.