Derek Maxfield – A Q&A on Entrepreneurship, Innovation, and Purpose-Driven Leadership

Derek Maxfield has built his career around the belief that entrepreneurship should generate meaningful, lasting impact. Across more than two decades in software development, direct sales, technology, and philanthropy, he has consistently pursued ventures that combine innovation with purpose. From helping pioneer social commerce through the co-founding of Younique to serving, together with his wife, Shelaine Maxfield, as founding board members of Saprea and now leading Curated, Maxfield has focused on building organizations that empower people while addressing real-world challenges.

His professional journey has been shaped as much by unexpected obstacles as by strategic decisions. An early career shift led him into software development for the direct sales industry, where he gained the technical expertise and industry insight that would eventually become the foundation for multiple successful businesses. Along the way, he discovered that timing, adaptability, and the willingness to make bold decisions often separate good ideas from transformative ones.

Derek Maxfield

Today, as CEO of Curated, Maxfield is working to redefine creator commerce by giving creators greater ownership over the relationship with their audiences and the brands they build. At the same time, his continued leadership with Saprea points to his conviction that business success should be leveraged to create opportunities for healing and long-term social impact.

In this Q&A, Derek Maxfield shares the experiences that shaped his entrepreneurial journey, the lessons learned from difficult leadership decisions, and why purpose remains at the center of every venture he builds.

Derek Maxfield talks about building companies that matter 

Can you walk us through how you first entered the world of software development and direct sales?

My introduction to both industries came through circumstances I never could have planned. After relocating from Boise to Utah with my wife and our eight-month-old son, the job I had accepted disappeared before I even started. Suddenly, we found ourselves in a new city with very little money and a young family to support.

Determined to find work, I went door to door looking for opportunities. One of those stops was a small software company called Brookline Technologies that served the direct sales industry. I was hired as a web developer, part of the reason being that I could also contribute to the company's basketball team.

That experience changed the course of my career. At Brookline, I learned how direct sales organizations operated, building websites, back-office systems, and compensation tools. Those years provided the foundation that eventually allowed me to launch NetSteps and later co-found Younique. What seemed like an unfortunate setback ultimately became the beginning of everything that followed

What need did you identify in supporting survivors of child sexual abuse that existing resources weren't fully addressing?

When Shelaine and I began exploring this issue around 2011, we were overwhelmed by the statistics surrounding childhood sexual abuse. As someone who tends to approach problems analytically, the data was impossible to ignore

What surprised us even more was the lack of public awareness and visible advocacy surrounding the issue. Despite its prevalence, there seemed to be relatively few organizations serving as a leading voice for survivors or focusing on long-term healing.

That was the realization that ultimately inspired the creation of Saprea. The goal was to build an organization dedicated to helping survivors find healing and hope. Identifying that gap between acknowledging the need and addressing it became the catalyst for one of the most meaningful missions of my life.

Can you describe a moment when something didn't go as planned in your career and what that experience taught you?

The experience that continues to shape my thinking is tied to an internal initiative called Project Diamond. After returning as CEO, I believed the future of social selling was evolving rapidly toward affiliate-driven commerce, and I wanted to reposition the company accordingly.

The vision involved significant changes, including rebranding and fundamentally shifting how the business approached growth. As the launch approached, the final product became a compromise rather than the bold transformation I believed was necessary. The result was a version that lacked the conviction and clarity of the original vision.

As I look back, I believe I should have trusted my instincts more fully. That experience taught me that leadership sometimes requires making difficult decisions with confidence, even when they involve significant risk. 

Today, much of what we are building with Curated mirrors the vision I believed in years earlier. The lesson is simple but so profound. If you genuinely believe in a direction, have the courage to pursue it boldly.

What does a typical day look like for you as a CEO, balancing both mission-driven work and business growth?

I don't really view mission and business growth as competing priorities. For me, business growth exists because it enables a larger mission. The two are connected, never separate.

My current focus is on building Curated, and in many ways, it has been one of the most challenging ventures I've undertaken. Unlike previous companies where the customer need was already well established, this business has required constant refinement to clearly define the problem we are solving and the value we create.

That process has reinforced one of the biggest lessons I've learned as an entrepreneur: that successful businesses solve a clear problem in a better way than existing alternatives. 

Finding that clarity requires constant listening, testing, and adjustment. Every day involves working with teams to refine strategy and ensure that our long-term vision remains aligned with the needs of creators and consumers as we fine-tune our execution.

What strategy or decision played the biggest role in helping you scale your organization successfully?

One of the most significant strategic decisions for me was embracing the concept of the virtual party during the early growth of Younique.

Traditional direct sales had long relied on in-home gatherings, but social media created an opportunity to remove many of the logistical barriers that existed for sellers. The idea that someone could host a party online without managing inventory or coordinating in-person events immediately resonated.

While product quality always remains foundational to a successful business, the distribution channel can be equally as transformative. The virtual party simplified participation and leveraged new social platforms at exactly the right moment.

It was a relatively straightforward innovation, but timing amplified its impact. The convergence of technology, changing consumer behavior, and social media adoption created the ideal environment for rapid growth. It reinforced my belief that identifying shifts in how people connect and transact can unlock entirely new opportunities for scale.

About Derek Maxfield

Derek Maxfield is an entrepreneur, technology executive, and philanthropist with over two decades of experience building companies that combine software, social commerce, and digital innovation. 

After beginning his career in software development for the direct sales industry, he founded NetSteps before co-founding Younique, one of the early pioneers of social commerce. 

With his wife, Shelaine, as founder and board chair, he also serves as a founding board member of Saprea, a nonprofit dedicated to supporting survivors of childhood sexual abuse, a mission inspired by a deeply personal commitment to create meaningful impact beyond business. 

Today, as CEO of Curated, Maxfield is helping redefine creator commerce by giving creators greater ownership over their brands, audiences, and the purchasing experience, continuing his belief that innovation should empower both entrepreneurs and the communities they serve.

Follow Derek Maxfield’s journey on LinkedIn!