Building Brands and Navigating Market Realities

Guy Podjarny is the founder of Blaze, Snyk, and now Tessl. He’s spent decades building at the center of developers and security. His newest company Tessl is reimagining software development, helping shape a new paradigm he calls AI Native Development.
We talk through his four quadrant framework for building and investing in AI, plus go into the early days of Blaze and Snyk. He shares lessons on marketing to developers, hiring when no one wanted to work for him, overcoming multiple difficult funding rounds, and lessons from multiple M&A processes.
Timestamps:
(00:00) Intro
(02:21) The four quadrants of building and investing in AI
(14:59) Why AI startups are riskier than non-AI startups
(19:42) When to sell your company vs keep building
(24:57) Why hiring the early team is so hard
(26:32) Early marketing tricks from Guy’s first company, Blaze
(29:09) Strategies for using conferences to grow your brand
(33:33) Getting three days of free PR
(38:04) Moving to Ottawa
(42:11) Why Sales Engineer is an underrated founder stepping stone
(45:49) What he learned as CTO of Akamai
(48:31) Starting his third company Tessel, and why there’s no satisfaction without struggle
(50:41) How Snyk got started
(54:10) Creating developer-first security
(59:59) Secrets for developer marketing
(01:02:31) Why podcasts work so well for marketing
(01:06:26) Snyk’s failed Series A
Referenced
Tessl: https://tessl.io/
Snyk: https://snyk.io/
Charting Your AI Native Journey: https://www.tessl.io/blog/charting-your-ai-native-journey
Secure Developer Podcast: https://snyk.io/podcasts/the-secure-developer/
AI Native Dev Podcast: https://www.tessl.io/podcast
We didn’t mention it in the podcast, but Guy just announced the AI Native Dev Conference, a virtual conference on Thurs, November 21st. Join him + many others here https://ai-native-devcon.heysummit.com/
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LinkedIn: https://uk.linkedin.com/in/guypo
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