Exploring Life & Business with Lori McColl of WHIM Innovation & Floware.ai

Today we’d like to introduce you to Lori McColl.

Hi Lori, we’d love for you to start by introducing yourself.
WHIM Innovation didn’t start with a pitch deck or venture capital—it started with one founder, one client, and a drive to build systems that make business better.

Over the last eight years, WHIM has grown into a women-led technology company that designs automation and AI strategies for teams who want to scale without burning out. Built entirely without outside funding, WHIM has weathered the real challenges of entrepreneurship—like losing its largest client overnight—and used those moments not to retreat, but to reinvent.

Today, WHIM’s core offering is the AI Agent Stack: a custom-built suite of automations that help founders and operators eliminate busywork, improve workflows, and unlock new capacity across their business. It’s not just about saving time—it’s about reclaiming energy, focus, and growth potential.

WHIM’s systems are already powering operations in some of the most dynamic environments in the country. As a key vendor in the relaunch of Michigan Central, WHIM supported the digital foundation of a once-abandoned train station turned global innovation hub. The team brought AI-powered logistics to Arnold Freight Company on Mackinac Island, helping modernize one of the most remote freight operations in the U.S. WHIM also works closely with top real estate and hospitality teams in Detroit, building backend automation that supports customer experience, leasing, staffing, and operations.

WHIM is run on EOS and rooted in real experience. It’s not just a tech company—it’s a blueprint for building something lasting, without waiting for permission or perfect timing.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all—and that’s what makes the story real.

WHIM Innovation has faced the same challenges many founder-led businesses do: making payroll during lean months, navigating client losses, and evolving our identity while still delivering day-to-day results. The road hasn’t been smooth—it’s been built brick by brick, lesson by lesson.

One of the most defining moments came after we reached seven figures in revenue. It should’ve been a high point. But shortly after, we lost our largest client due to unexpected budget cuts. Overnight, we had to stabilize cash flow, support our team, and reimagine our value proposition. There were hard conversations and harder decisions—but we didn’t fold. We focused.

At times, we’ve had to strip everything back to rebuild stronger—because growth isn’t always up and to the right. Sometimes it looks like a pivot, a pause, or a total reset. And that’s okay. Every phase made WHIM more resilient, more intentional, and more aligned with what we’re really here to do.

We pivoted away from traditional IT services and leaned into building AI-powered automation systems—not just as a technical solution, but as a survival tool for lean, fast-moving teams like ours.

There were times we paid our team before we paid ourselves. Times we had to choose between stability and scale. But every challenge sharpened our purpose and deepened our resolve: to build a company that doesn’t just survive market shifts—it helps others do the same.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
WHIM Innovation is a women-led technology company that helps small teams scale through smart systems, not stress.

We specialize in building AI agent stacks—custom-designed automation tools that streamline operations, eliminate repetitive work, and give founders and operational leaders their time (and sanity) back. Our solutions are built for real businesses—not just tech-savvy ones—so they’re intuitive, lean, and designed to deliver immediate impact.

What sets us apart is how we work. While many firms sell cookie-cutter platforms, WHIM embeds deeply with clients to understand their operations, business model, and growth bottlenecks. Then we build automation that fits them—not the other way around. Every client receives a strategic blueprint, hands-on implementation, and ongoing support to keep evolving their systems over time.

We’ve supported innovation at every scale—from helping relaunch Michigan Central to modernizing micro-logistics for Arnold Freight Company on Mackinac Island, to working behind the scenes with top real estate and hospitality teams across Detroit. Whether it’s automating sales pipelines, streamlining service workflows, or building full back-office systems, WHIM helps companies grow without growing their overhead.

What we’re most proud of is how we’ve built. We’re entirely bootstrapped. We’ve said no to work that didn’t align. We’ve invested in talent, not ego. And we’ve created a company that reflects our values: clarity, integrity, and the belief that big impact doesn’t require big teams—just the right systems.

If you’re a founder or leader who’s tired of juggling it all, WHIM is here to help you shift out of burnout mode and into your next level—with automation built for how you work.

Any big plans?
WHIM Innovation is entering its most focused and exciting chapter yet.

We’ve spent the last year refining our service model, dialing into our niche, and proving that AI isn’t just for large enterprises—it’s for founders and operators building lean, powerful companies from the ground up.

Looking ahead, our focus is on scaling our AI Agent Stack offering and building out a library of reusable automations that can be rapidly customized for high-growth companies in logistics, real estate, professional services, and hospitality. These aren’t just bots—they’re strategic tools that help founders grow without growing their overhead.

We’re also expanding WHIM’s reach—opening a second base in Miami while staying rooted in Detroit. This positions us to better serve a growing client base across North America and tap into emerging tech and founder ecosystems.

Beyond client work, we’re investing in community and content through podcasts like VI Live and SHIFT MODE, along with the upcoming book Shift Mode, which shares the real, messy, and deeply human story of bootstrapping a business as a woman in tech. A new keynote and workshop series, AI for Modern Leaders, will also launch this year to help executives and founders adopt AI in practical, team-ready ways.

Our growth can be summarized by a clear goal: triple revenue and triple impact in the next three years—not through scale for scale’s sake, but through deep focus, strong systems, and clients we’re proud to build with.

WHIM is here to support the next generation of founders—especially the ones who’ve been underestimated. And we’re just getting started.

Contact Info:

• Website: https://www.wearewhim.com
• Instagram: @wearewhim
• Facebook: @wearewhim
• LinkedIn: https://www.linkedin.com/company/wearewhim/
• Youtube: @wearewhim