Mikael Thuneberg’s journey to building marketing analytics company Supermetrics into what it is today was anything but linear. In fact, between 2010–16 Mikael worked on the company alone. At the time, he may not have known that he was laying the groundwork for a big tech company. However, Mikael was taking a core company-building lesson to the extreme – building a brilliant product and doing very little else. This approach has stayed with the company – Supermetrics hired their first sales person in 2018, at €5M ARR.

Now, Mikael joins Builders’ Studio to unpack a peculiar founding story and what other founders can learn.