The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch 20Growth: The $6.6B Growth Engine Behind ElevenLabs | Why ElevenLabs Do Not Have PMs | The 7 Part Launch Playbook to Crush All Launches with Luke Harries, Head of Growth @ ElevenLabs
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Jan 11, 2026 
Luke Harries, Head of Growth at ElevenLabs and former operator at PostHog and Microsoft, shares insights on scaling innovative growth strategies. He discusses ElevenLabs' unique horizontal product strategy that fuels their impressive $6.6B valuation. Luke explains the benefits of sharded growth teams and why traditional PMs are not essential. He outlines a powerful 7-part launch playbook that drives massive engagement and highlights the importance of authentic brand marketing. Lastly, he reflects on the evolving landscape of AI and the necessity of solving real problems for sustainable growth.
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Hackathon To Head Of Growth
- Luke met Matty at a Cambridge hackathon and later declined to invest initially, giving only a small amount.
- Six months later ElevenLabs hit one million users and invited Luke to lead growth, proving timing and belief can change fast.
From YC To Covid Testing To $30M ARR
- Luke co-founded Fella, pivoted through COVID testing and digital CBT, then built a GLP-1 clinic that reached $300k revenue.
- He left early due to impatience while the business later scaled to $30M ARR under his co-founder Richie.
Horizontal Core Can Enable Many Products
- A horizontal foundational product can succeed when it's best-in-class and sells as an API to many downstream use cases.
- ElevenLabs' audio models became the platform that enabled discrete consumer, creator and enterprise products to scale.
