Trisha Fridrich saves you time and money via the magic of technology. Trisha spent more than a decade running a sightseeing tour before earning her MBA at Vanderbilt University in Nashville, Tennessee, and returning to the field with a new perspective. In her role as a Principal and Technology Solutions Architect at The L&W Team, she helps tourism and transportation companies optimize their internal processes with technology automation to remove paper and payroll from operations. Trisha is proud to help increase bandwidth for teams to focus resources on strategy, decision-making and empathic conversations. She consistently challenges the status quo to drive change and believes alignment is one of the most important metrics to get right in your business. When customer value is aligned with strategy, spending and culture, it is extremely difficult not to be successful. Trisha is obsessed with efficiency everywhere but in the kitchen, where she can’t wait to spend her evenings making delicious feasts for family and friends again. Originally from Seattle, Washington, she now resides in Raleigh, North Carolina, USA.