For the past few weeks, Natara Branch has been on a listening tour of Houston's innovation ecosystem. Recently named the CEO of Houston Exponential, Branch says one word comes to mind when she thinks of the future of HX: Potential.

"I know that's an overused word," Branch says on this week's episode of the Houston Innovators Podcast, "but I think we really have to get everyone in Houston galvanized around the fact that we do have this potential so that people can see it and invest in Houston — both internally and externally. I really do believe Houston has so much to offer people who live or want to live here."

After spending over 18 years at the National Football League driving that organization forward, Branch says she was looking a role that would bring her back to her adopted hometown of Houston — a city she's been cheering on from afar during her tenure at the NFL based in New York City.

Branch joins HX as the organization changed ownership — it was acquired by Gow Companies, a company founded by Lawson Gow (who is the son of David Gow, InnovationMap's parent company's CEO) — and transitioned from being a nonprofit into being a for-profit company. Branch says that this transition shouldn't affect Houston entrepreneurs' interaction with HX other than improve on the experience as now HX is an entity for entrepreneurs and by entrepreneurs too.

"I'm an entrepreneur, I'm a consultant, I invest, and I work with entrepreneurs all the time," she says on the podcast. "I'm an entrepreneur at heart. ... If you're a founder, you know it's a unique experience. If you're an investor, it's a risky experience, and I've been on both sides."

Branch shares more on the show about her passion for the city of Houston, and how she's got open ears to anyone in the ecosystem who wants to contribute to the advancement of the city's tech ecosystem. And, as she explains, she is getting her fair share of feedback — but she has an ask for anyone who she's met.

"I am challenging people. You're not just going to give me feedback and sit back and watch. You're going to participate," Branch says. "I have not met one person who doesn't want Houston to win — they wouldn't be here if they didn't."

Next week, Branch is making her Houston debut to the greater community at the Houston Innovation Awards Gala, a collaborative event hosted by HX and InnovationMap, on November 9 at the Ion. She shares what all she's excited about for the event on the show. Listen to the interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.