克莉斯蒂•罗斯曾在威斯康星州的一所小型文理学院圣•诺伯特大学（St. Norbert College）接受过执业会计师培训。之后，她搬到芝加哥，在金融行业干了二十多年。会计学位似乎不是创业者拥有的典型学位，但是对罗斯而言，她的会计学位发挥了作用，使她在年仅25岁时就成为芝加哥一家商业公司的首席财务官。自那以后，她创办了多家公司，其中包括一家叫做Tastytrade的财经网站（现任网站的总裁）以及最新创办的项目Dough公司（现任公司CEO）。
Before Kristi Ross moved to Chicago -- where she has worked for more than 20 years in finance -- she trained to become a certified public accountant at St. Norbert College, a small liberal arts school in Wisconsin. An accounting degree is somewhat atypical for entrepreneurs, but for Ross it added up, propelling her to become chief financial officer of a Chicago trading company when she was just 25 years old. She has since started several companies, including a financial network called Tastytrade (where she is president) and her most recent project, Dough (where she is CEO).
Dough bills itself as an investing platform that produces educational content about trading for newer investors. The company's mission is to make complex ideas simple by using videos and quizzes to teach people, especially twentysomethings, about how to wisely invest their money. Ross, 45, spoke with Fortune.
1. Who in technology do you admire most? Why?
Howard Tullman, the CEO of 1871 [a Chicago startup co-working space]. Howard's an amazing visionary and entrepreneur who shows that he can execute efficiently and effectively. His depth of experience runs deep. He's plugged in and clearly well-rounded. His expertise is admirable, and the best part is that he shows no sign of slowing down, which I love to see. He's already rolling out aggressive plans for 1871, and he has a passion for what he does. The best part is that he's poised and willing to mentor and share that knowledge with hundreds of future stars of 1871. It's one thing to be great at what you do, but when you're willing to share what differentiates you, you become labeled as exceptional, which I think Howard is.
2. Which companies do you admire? Why?
I'm an avid and loyal customer of Costco. I admire Costco for its consistency and clear messaging. Costco's past and present leadership understands being right in the stores with customers and providing the best experience.
3. Which area of technology excites you most?
Absolutely anything mobile. On-the-go technology is near and dear to me. It has such an impact on the world and how we live. It truly makes my life easier. I tend to my perpetual list of things to do all the way from family to finances to work, and the best part is that I can do it any time of the day, anywhere. I'm constantly striving for some sense of a balanced life, and mobile technology helps me get closer to that. It's had an incredible impact on productivity and increases the probability of success. I often measure the success of my day on what I'm able to accomplish in a 24-hour period, so anything mobile is my key to doing that.
4. What is the best advice you ever received?
There are a couple of things that really stick out in my mind. One is that opportunity is all around you, so you should pay attention, but also you should have an opinion. I realized quickly that you have to sit up and take action when opportunity presents itself, and having an opinion on something goes a long way. You should also never assume that someone knows more than you or that they know exactly what you're thinking or why. I think that a lot of opportunities are missed because people are silent or they make assumptions.
5. What's the next big project you want to tackle?
Introducing investing to millennials. We feel that's an incredibly untapped market. We've recently launched Dough, and it's a free financial app that provides a logical, mechanical approach to investing. The app itself is highly visual. It makes a complex concept simple. There are a number of firms that are trying to do this now that have realized that there are multiple hurdles to overcome when marketing to this demographic. We are prepared to know how to get over those hurdles and present something that is complex in a simple form. We expect a change of culture with Dough. We expect a change of culture in how people think about investing.