Hiten Shah — Go-To-Market Models, Landing Page Minimalism, and Why Marketing Is Everyone's Job

On the show today is Hiten Shah. Where do I start with Hiten... most notably he's the founder of the software companies FYI, Crazy Egg, and KISSmetrics. He's also been involved in starting a number of other companies. He writes a newsletter called Product Habits. He does a podcast called The Startup Chat. He angel invests. He has a grand career in tech.

I wanted to bring him on because Hiten has been in the world of tech and startups for a long time. And with time and experience comes wisdom. I'm always impressed by the way that Hiten sees the world and how he thinks about marketing. He also has a unique ability to be very objective and honest about himself. We get into this with his companies but he's not afraid to talk about where things have fallen short. And given his experience with Crazy Egg and KISSmetrics, Hiten knows what works and doesn't work — he's seen it all and has been on the forefront of marketing for a long time.

You'll hear about what go-to-market model Hiten would start with if he was founding a new startup today, why marketing is everyone's job, why all of his landing pages are just a headline, subheadline, call to action, and some sort of illustration, and why there's no such thing as having done zero marketing.