Rinse, Repeat, or Leap? How Dr. Christine May Built a Career Without a Roadmap

In this episode, we explore career transitions, building something from scratch, and embracing ambiguity with Dr. Christine May — founder of Evolve Consulting and former Head of Behavioral Science at Noom. Christine’s story is a blueprint for moving beyond traditional paths — from a nearly tenured academic career to leading behavioral science in tech, and now to running her own consulting business. We unpack how she’s built teams and companies without a roadmap, what she’s learned about navigating uncertainty, and why strong opinions (loosely held) are essential for entrepreneurs and scientists alike.

In This Episode, You’ll Learn

• Why Christine left a near-tenure academic career in 2020 to pursue the unknown
• How she built Noom’s behavioral science division from the ground up
• Why “ambiguity tolerance” might be the strongest predictor of entrepreneurial success
• Practical advice for academics transitioning into industry
• How to network authentically — and why warm introductions matter more than résumés
• What it really means to run your own consulting business (hint: accounting, sales, and all)

Featured Guest: Dr. Christine May

Christine May, PhD, is a behavioral scientist, entrepreneur, and founder of Evolve Consulting, where she partners with digital health companies and academic teams to bring evidence-based behavioral interventions to life. Before launching her own business, she spent several years at Noom, where she built and led their behavioral science division. Christine now co-leads the IGNITE Bootcamp alongside Val Silfee, helping academics and clinicians navigate industry transitions. She’s passionate about women’s health, evidence-based design, and empowering scientists to step into leadership.

Highlights & Takeaways

• Know when “stability” becomes risky: When the rinse-and-repeat cycle outweighs growth, it’s time to move.
• Plan loosely, act decisively: Have a plan — but hold it lightly. The ability to pivot fast is your edge.
• Ask, don’t dictate: Great leaders and scientists gather data through questions, not assumptions.
• Ambiguity is the job: Whether in startups or entrepreneurship, there’s no roadmap — you’re building it as you go.
• Reverse vs. irreversible decisions: Christine’s framework for deciding when to analyze deeply vs. act fast.
• Build your network like a scientist: Collect data, connect authentically, and offer value first.
• Entrepreneurship ≠ freedom only: It’s accounting, operations, and constant context-switching — but also creative autonomy and deep fulfillment.

Resources & Mentions

• Evolve Consulting with Val Silfee
• Workshops for Academics