UnderStory Works Story
UnderStory was built around a simple idea.
Most technology work doesn’t fail because of the technology. It fails because people, process, and execution are out of alignment.
We’ve both seen it from different sides. Teams that look strong but can’t move. Products that almost work but never land. Companies investing without a clear path forward.
UnderStory brings those pieces together.
Why We Built UnderStory Together
We didn’t set out to start a company together.
We started by doing the work.
Brian was brought in to help Sheila recruit technical talent and quickly became a core part of scaling those teams. From Measure for Justice to Butler/Till, they worked through rapid growth and the challenges that come with it.
They aligned early on a shared belief in building with good humans and high-integrity cultures.
Over time, it became clear that they saw the same problems from different angles. Product and technology on one side. Talent and team dynamics on the other.
UnderStory Works is what happens when you bring those perspectives together on purpose.
Our Team
Brian Carroll
Co-Founder and CEOBrian focuses on building teams that actually work.
He brings deep experience in recruiting and talent strategy, with a track record of helping organizations scale product and technology teams quickly and effectively. His work has supported companies through periods of rapid growth, where hiring decisions and team structure directly impact outcomes.
Brian worked closely with Sheila to build and scale teams at Measure for Justice and Butler/Till, helping grow those organizations from early stages into high-performing environments. Through that work, he developed a strong point of view on how hiring, leadership, and team design influence execution.
He is known for identifying not just qualified candidates, but the right people for a specific environment and moment in a company’s growth. His focus goes beyond placement to building teams that are aligned, effective, and capable of sustaining progress.
At UnderStory, Brian leads the talent and team side of the work, ensuring that the human systems behind the technology are strong, intentional, and built to perform.
Perspective
The right people matter, but how you structure and support them determines whether they succeed.
Co-Founder and CTOSheila Herbert
Sheila works at the intersection of product, technology, and execution.
She has spent more than two decades building and leading software products across startups and established organizations, including work in healthcare, higher education, nonprofit, and enterprise environments. Her experience spans early-stage product development through scaling and transformation, with a focus on turning complex ideas into working systems.
She is known for stepping into situations where things are unclear or not moving and bringing structure, alignment, and momentum. Her approach combines product thinking, technical leadership, and a strong bias toward execution.
Sheila partnered closely with Brian while scaling product and technology teams at Measures for Justice and Butler/Till, where rapid growth made alignment, clarity, and team design critical to success. That experience shaped her belief that strong execution depends as much on how teams operate as it does on what they build.
At UnderStory, she works directly with clients to clarify direction, guide execution, and ensure that product and technology efforts actually deliver value.
Perspective
Most teams don’t need more tools or more process. They need clearer thinking, stronger alignment, and leadership that drives real progress.
Together, Brian and Sheila bring complementary strengths across product, technology, and talent to solve problems that don’t fit neatly into one discipline.
Who We’re Best For
We do our best work with teams that:
are navigating growth or change
have product or technology work that isn’t moving
value clarity over quick fixes
want a partner who will challenge them
are willing to focus on the real problem
Not the Right Fit
We’re probably not the right fit if:
you want execution against a fixed spec with no input
you need a team tied to a specific technology