The Founder-Led Marketing Show

Alec Paul is the CEO and Founder of SalesBrand, and behind some of the most successful CEO brands on LinkedIn.He’s helped founders like Adam Robinson (Retention.com), Gal Aga (Aligned), and Sam Jacobs (Pavilion) generate millions of views, without sounding like everyone else.In this episode, Alec shares his full playbook for building a breakout founder brand: from narrative structure and viral storytelling to POV development, content systems, and how to win on LinkedIn in 2025.If you want to build your founder's brand presence on LinkedIn this is required.Topics we cover in this episode:- What makes a founder’s POV stand out- How to build trust without “sounding like LinkedIn”- The frameworks Alec uses to structure posts that perform- Why most ghostwriting sounds like AI (and how to fix it)- The 3 post types every CEO brand needs- How to balance virality with long-term positioning- Why story + structure are more important than hooks + hacks- What Gal Aga, Adam Robinson, and Sam Jacobs are doing differently- Why most CEOs fail to commit to content (and how to change that)- The truth about engagement drops and why LinkedIn still worksPerfect for:- Heads of Brand and Coms trying to grow their CEO's brand- Ghostwriters building POV-led content systems- Content marketers helping executives show up authentically- Anyone who wants to scale founder-led marketing the right wayConnect with Alec:- Alec’s Linkedin: https://www.linkedin.com/in/alecjpaul/- SalesBrand: https://forms.gle/2SgtaT31pHDgccDM8Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters:00:00 Alec’s background and the rise of Arch Public02:00 What makes a CEO brand break out on LinkedIn04:45 The difference between viral content and thought leadership06:30 Why Gal Aga’s content strategy works08:30 Narrative design vs. “just write a hook”11:10 Storytelling frameworks that actually perform14:20 Why “pillar content” isn’t enough to scale a brand17:15 The problem with AI-generated posts19:40 How Alec thinks about trust, tone, and differentiation22:30 When founders should outsource (and when they shouldn’t)25:20 Helping execs find their voice without sounding forced28:10 The 3 formats that every executive brand needs30:45 What LinkedIn is rewarding right now34:00 What most ghostwriters miss about long-term POV36:30 Building content systems vs. chasing engagement38:15 Why LinkedIn reach is down but still worth it40:10 The power of comment DMs and mid-funnel plays42:00 Measuring success beyond vanity metrics44:15 Final advice for founders and ghostwriters in 2025#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Philippe Léhoux is the co-founder of Missive, a collaborative email app bootstrapped to $7.5M ARR with no sales team, no paid marketing, and no funding.It took six years to reach $1M ARR. Today, Missive is used by thousands of teams, and still run by just 15 people.In this episode, Philippe breaks down the journey behind one of SaaS’s quietest success stories.He shares how he ran two companies in parallel, got rejected by YC three times, and why building slow (and staying small) was the right call.Topics we cover in this episode:- Running two startups at once (and why it worked for years)- Why Missive was never a “rocketship”—and why that was okay- The moment they stopped chasing growth hacks- Reaching $1M ARR after 6 years (and $7.5M today with 15 people)- How COVID wiped out their first business overnight- Building the AI features users actually need- The emotional cost of founder life and how he managed it- Why staying small is a competitive advantage- How Missive turned email into a multiplayer productPerfect for:- SaaS founders building without outside funding- Founders trying to avoid the “VC treadmill”Connect with Philippe:Philippe’s LinkedIn: https://www.linkedin.com/in/plehoux/Missive: https://missiveapp.com/Connect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Why Philippe prefers calm SaaS growth01:40 Rejected by YC (3 times)03:20 Building ConferenceBadge and Missive in parallel05:45 What happened when COVID hit07:10 Why they built Missive with no product-market fit09:30 Growing to $1M ARR in six years11:15 Staying small on purpose13:20 The mental toll of long-term building15:50 Hiring lessons from a 15-person team18:00 Where Missive is at today ($7.5M ARR)19:45 Why he creates content after 10 years of silence21:00 Launching with the help of Jason Fried23:10 Why email is still the ultimate workspace26:30 Their approach to AI (and what they won’t build)28:10 Final advice for calm SaaS builders#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Tushar Makhija is the co-founder and CEO of TeamOhana, a workforce intelligence platform that unifies finance, HR, and talent data, so growing companies can plan and manage headcount in real-time.In this episode, Tushar shares how TeamOhana is breaking into enterprise deals while still winning $15K mid-market accounts, and why he believes spreadsheets are the silent killer of scale.Topics we cover in this episode:- Why $15K is the minimum price even for tiny teams- What most SaaS founders get wrong about Workday- From 150 to 15,000 employees: scaling up-market without losing speed- The strategic manifesto Tushar wrote before writing code- Why spreadsheet workflows kill growth (and how to replace them)- How to build multi-product from day one without losing focus- Case study: landing Scale AI with a 30-day exit clause- Why you should produce your own founder podcast (and send it to every hire)- The LinkedIn + long-form strategy driving brand and pipeline- How TeamOhana frames “collaborative workforce intelligence” to win dealsConnect with Tushar:LinkedIn: https://www.linkedin.com/in/tusharmakhija/TeamOhana: https://teamohana.comConnect with me:LinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Don’t forget to subscribe for more founder-led marketing playbooks from high-growth SaaS leaders.Chapters00:00 Why TeamOhana starts every deal at $15K02:01 The hiring spreadsheet every company hates05:10 Why selling to both Finance and HR was non-negotiable08:30 Breaking into enterprise: from mid-market to 15K+ employees10:40 How Tushar priced for scale (and resisted the $1K/month trap)14:20 Building a multi-product platform with a narrow start18:30 Turning spreadsheets into cloud-native workflows22:00 The playbook for converting $15K logos into $100K ACVs24:10 How Scale AI became a customer with a 45-day escape clause28:30 Competing with Workday: why they’re a filing cabinet, not a system of action32:50 Why hiring managers must live inside your product35:00 GTM channels: website, LinkedIn, outbound—and one long-form bet38:00 The 2-hour podcast Tushar made himself (and why he did it)41:00 Every new hire watches the founder video—here’s why42:45 Final advice: pick 2–3 channels and go deep#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Kevin 'KD' Dorsey, a leading voice in sales leadership and CRO at finally, talks about his journey on LinkedIn, revealing he started posting to connect authentically, not to sell. He shares how this strategy attracted top talent and the importance of manual engagement over automation. KD emphasizes the significance of consistency in content creation and debunks the chase for virality. Additionally, he discusses leveraging AI in sales leadership and mastering sales as a practiced skill rather than a casual profession. Perfect insights for founders and sales leaders alike!

Irina Novoselsky is the CEO of Hootsuite, where she’s proving that social content is a revenue driver.Since stepping in as CEO, Irina has built one of the most effective LinkedIn presences in tech leadership. Her content drives 11.6M impressions per quarter, helps influence 40% of Hootsuite’s pipeline, and breaks every “best practice” that doesn’t serve the brand or the customer.In this episode, Irina breaks down her exact playbook for building a high-performing LinkedIn strategy, how she balances authenticity with outcomes, and why every CEO should treat social as a customer channel. We also get into her journey from Wall Street to tech, the lessons she’s learned as a first-time CEO, and how Hootsuite is turning employee advocacy into real growth.Topics we cover in this episode:-Irina’s framework for content that’s personal and performs- How her posts drive 40% of Hootsuite’s pipeline- Why she avoids praise posts and what she does instead- Building 3 content pillars every CEO should have- Why video became her unfair advantage on LinkedIn- Social selling vs. brand vs. pipeline—and how she thinks about ROI- The real reason most execs don’t post (and how to fix it)- What leadership actually looks like at the topPerfect for:- Founders looking to turn LinkedIn into a revenue engine- CEOs trying to balance thought leadership with real impact- Marketing leaders trying to get executive buy-in for contentConnect with Irina:- LinkedIn: https://www.linkedin.com/in/irina-novoselsky/- Hootsuite: https://www.hootsuite.com/Connect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 Irina’s Journey from Finance to Tech03:10 The Moment She Started Posting on LinkedIn05:45 The PET Framework for High-Impact Posts08:00 Why She Writes Her Own Content (and Always Will)10:30 Commenting at Scale: Building Relationships in the Feed13:00 The Myth of CEO Content Being “Optional”16:20 Her 3 Content Pillars and Why They Work19:15 The Real ROI of Posting: 40% Pipeline Influence22:45 How Hootsuite Scales Employee Advocacy25:50 Building a Feedback Loop Between Social and Product28:15 Why Video Became Her Superpower on LinkedIn31:10 Executing Content with Limited Time (The CEO Reality)34:00 Balancing Authenticity, Leadership, and Audience Value37:30 Advice for Founders Scared to Show Up Online40:00 Creating a Company People Want to Follow#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbrandingDon't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/

Chris Evans is the co-founder of incident.io, an incident management platform built for modern reliability teams. He started the company in 2021 with two former Monzo engineers, and they’ve raised $62M, passed $10M+ ARR, and landed customers like Linear, Vercel, and Intercom.In this episode, Chris breaks down how they built trust with technical buyers, why the co-founders chose to stay sales-led (even with developer customers), and what’s really working in their GTM motion today. He also shares the role founder content played in landing their first customers, how the team picks between SF and London, and what’s next as they scale toward enterprise.Topics we cover in this episode:- How incident.io validated their first product by building in-house at Monzo- The early traction playbook: landing logos without a sales process or billing setup- Why the team stayed in London—until Series B pulled them to San Francisco- Selling to engineers vs. executives: how they handle messaging across personas- Building a solutions engineering team instead of a self-serve motion- Why they ditched spray-and-pray for signal-based outbound- Their ACV ranges and why they haven’t hit a $1M deal (yet)- Founder-led content: how early Twitter and now LinkedIn shaped pipelinePerfect for:- DevTool and SaaS founders targeting both ICs and execs- Founders navigating early-stage traction without a formal sales team- GTM leaders balancing sales-led and product-led growth- Engineers building “tools that should exist” and want to productize itConnect with Chris:- LinkedIn: https://www.linkedin.com/in/evnsio- incident.io: https://incident.io/Connect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Don't forget to subscribe to the podcast for more insights from industry leaders in B2B SaaS and marketing!Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 From Monzo Bank to Co-Founding incident.io01:20 Culture Shock: Scaling from London to San Francisco04:15 Why They Delayed Building a US Office06:17 How the Founders Chose Their Roles08:43 Chris on Titles, Solutions Engineering & Field CTO10:56 Building the MVP Inside Monzo (and Burning It Down Later)12:44 The First Inbound Deals—Powered by Twitter, Not LinkedIn14:21 Selling Without a Product, Billing, or Order Forms16:18 Top-Down vs. Bottom-Up Sales in Developer Tools18:12 How They Balance Messaging Across Personas20:20 Why They Prioritize the Buyer, Not the Exec21:26 From 100% Inbound to Targeted Outbound23:41 Using Signal-Based Outreach to Win High-Intent Accounts25:08 ACVs, Self-Serve, and Moving Upmarket27:08 How Etsy Pushed Them to Build an Enterprise-Ready Product29:02 Advice on When to Go After Big Deals31:17 “Be Loud on the Internet” – Founder-Led Brand at incident.io33:14 Why LinkedIn Still Works for Technical Audiences35:14 Founders Chris Looks Up To & His Own LinkedIn Strategy#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Peter Caputa is the CEO of Databox, a $10M+ ARR analytics platform that helps businesses centralize their data and make better decisions.Before joining Databox, Peter was one of the early sales leaders at HubSpotwhere he helped pioneer the agency partner program that fueled the company’s breakout growth.In this episode, Peter shares his full playbook for using LinkedIn as a CEO, why most founders still underrate brand and feedback loops, and how he spends 2–3 hours a day on content that drives real business outcomes.We also get into positioning, pricing, and why staying visible yourself is one of the most underused advantages in SaaS.Topics we cover in this episode:- Peter’s system for LinkedIn: writing, feedback, and scheduling- How CEO content helped Databox navigate SEO decline- The real ROI of posting daily (and how to measure it)- Why most attribution models undervalue social- How Databox used primary research to shape their GTM- The mindset shift most founders need to publish consistently- When calling BS publicly is worth it (and how to do it right)- Positioning strategy: how Peter narrowed ICP & launched new pricing- The HubSpot lessons he’s applying at Databox- Why RevOps agencies are replacing traditional B2B marketing firmsPerfect for:- Founders wondering if CEO-led content is worth the time- SaaS execs rethinking SEO, attribution, and content strategy- Marketing and RevOps leaders selling to mid-market companiesConnect with Peter:- LinkedIn: https://www.linkedin.com/in/pc4media/- Databox: https://databox.com/Connect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/Chapters00:00 Peter’s Background: HubSpot → CEO at Databox02:05 Why Every B2B CEO Should Post on LinkedIn04:00 The Hidden Leverage of CEO Content06:15 Attribution Is Broken—but It Still Works08:40 Measuring Word-of-Mouth and Dark Social10:30 Why Search Declined & LinkedIn Rose12:55 ROI: How Peter Tracks Impact with 3 Metrics15:00 The “Two Hour a Day” LinkedIn System17:15 Primary Research, Customer Quotes & Content Flywheels20:45 AI, GPT, and Building an Internal Content Engine23:10 Product Marketing Content → LinkedIn Posts25:10 Should You Break the LinkedIn Rules?26:45 When (and How) to Call BS Publicly29:00 The Power of Differentiated Positioning31:00 Building a Strategy Map for GTM33:15 Serving Mid-Market Customers with Pricing & Product36:45 Strategy at $10M ARR vs. Early-Stage SaaS39:40 Why CEO Content Scales Better than You Think41:15 Why It’s Hard to Scale LinkedIn Internally43:10 Incentives That Actually Work for Employees44:30 Building a Reseller Engine for Content & Growth46:00 What Kind of Content Still Performs Best?48:00 What Peter Obsesses Over (It’s Not the Algorithm)50:10 Favorite Writing Lessons, Hooks, and Storycraft51:30 The #1 Priority if You Only Have 30 Minutes a Day53:00 Can a Founder-Led Content Agency Actually Help?#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Taylor Haren is the founder of Sales Automation Systems, running high-volume outbound campaigns for companies like RB2B, Fixer AI, and Directive, sending up to 8.5 million emails per month.In this episode, Taylor breaks down what actually works in cold outreach in 2025, why most people fail with it, and how to build systems that generate PLG signups, meetings, and revenue at scale.We will talk about:- Why cold email isn’t dead—but traditional tactics are- The “Navy SEALs vs. Carpet Bombing” framework for outbound- How to get a 3X reply rate by changing one line of copy- Offers that convert: what makes a good one, and how to test it- How Taylor built a system to analyze 250+ messaging variants- Tech stack recommendations for deliverability in 2025- The real reason most campaigns fail (it’s not the copy)Perfect for:- Founders wondering if outbound still works (it does)- Growth leaders building PLG or hybrid sales models- Anyone testing cold email and struggling with resultsDon’t forget to subscribe to the podcast for more unfiltered conversations with SaaS founders and operators building differently.Connect with Taylor:- LinkedIn: https://www.linkedin.com/in/taylorharen/- Sales Automation Systems: https://www.salesautomation.systems/- Episode with Garrett, CEO of Directive: https://youtu.be/_ln2Tw_GFWc?si=Yw2RpVdpYLZgMjWxConnect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Intro: What Taylor’s Building02:00 Cold Email in 2025: What Still Works05:12 The “Carpet Bomb” Playbook (PLG at Scale)07:40 Why the Old Multi-Touch Sequences Are Dead09:30 How Offers Shape Everything in Cold Email12:40 Blending High-Volume and Targeted Sales15:45 Garrett from Directive’s Copy Beat the AI 18:30 When Cold Email Can Replace Ads (and Why)21:10 Why One Email Every 60 Days Is the Sweet Spot23:40 Copy That Converts: Taylor’s Full Framework27:15 Subject Lines, Hooks, and Real Personalization30:20 AI vs Human-Written Cold Emails32:00 How to A/B Test Messaging the Right Way36:00 $100M Offers and Irresistible Cold Hooks39:10 Cold Email as a GTM Testing Tool41:00 The Rule of 1,000: Why You’re Not Sending EnoughPodcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

Peter Walker is the Senior Director of Insights at Carta, the leading cap table platform with over 45,000 customers and one of the most followed B2B voices on LinkedIn. In this episode, Peter breaks down how he built Carta’s insights function from scratch and how it's become one of the most effective brand-building machines in SaaS. He shares how data storytelling fuels their content engine, what makes a great graphic, and why every B2B company should have a voice in the public conversation.Topics we cover in this episode:- How Carta turned data into a brand moat- The 3 core skills behind a great insights team- Peter’s system for publishing daily, high-impact LinkedIn content- What makes a great data visualization (and what doesn’t)- How to test and scale content ideas through comments and reposts- The CTA and chart format that drives thousands of subscribers- Carta’s long-term approach to insights: not leads, just value- Why most B2B brands should stop gating data and start storytelling- Peter’s LinkedIn growth from 2K → 137K and the flywheel behind itPerfect for:- B2B marketers building thought leadership around data- SaaS founders exploring brand-led growth- Operators looking to create LinkedIn-native content systems- Anyone wondering how to turn usage data into viral insightsConnect with Peter:- LinkedIn: https://www.linkedin.com/in/peterjameswalker/- Carta: https://carta.com/- Data Desk Newsletter: https://carta.com/data/- How to create engaging data graphics: https://www.linkedin.com/posts/peterjameswalker_the-5-step-guide-to-building-data-graphics-activity-7341517849120731136-aTKA/Connect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters:00:00 Building the Insights Function at Carta02:10 How Carta Uses Data to Fuel Daily Content05:00 Carta’s Distribution Flywheel: LinkedIn → Email → Events08:45 Who Should Build an Insights Function12:30 What Makes Data “Interesting” Enough to Publish14:40 Usage Data vs. Market Data (and What You Can Do With It)17:10 Privacy, Contracts, and How to Handle Sensitive Data19:30 Measuring Success: The 6-Month Rule21:00 Who Should Be the Public Face of Insights?22:40 The Rise of Embedded Creators in B2B24:50 The Equity Insight That Blew Peter’s Mind27:00 LinkedIn Growth: 2K to 137K and the Tipping Point30:10 Text + Image vs. Video: What Works on LinkedIn33:00 How to Use Comments to Supercharge Distribution35:40 The Right Way to Follow Up with Creators36:40 The Three Kinds of Data Stories That Work38:45 Newsjacking, Press Coverage, and Ecosystem Relevance42:50 Visual Design: What Makes a Chart Work46:10 The Tableau → Figma Workflow Explained49:20 Use One Chart for One Story—Then Scale It52:00 The Importance of Staying Curious (and Consistent)54:00 Peter’s Final Advice for SaaS Brands and CreatorsPodcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding

James Hawkins is the co-founder & co-CEO of PostHog, a dev-first product suite built to help teams build better software, faster. Since launching in 2020, PostHog has grown to 100+ people, 14 products, and a plan to hit $100M ARR by 2026, all while staying lean, shipping fast, and having fun.In this episode, James breaks down how they got early traction, why building for developers demands a different growth mindset, and what it actually takes to scale multi-product SaaS in public. Topics we cover in this episode:- Why PostHog focused on shipping speed instead of sales- The real story behind PostHog’s $100M ARR target- Building multiple products at once with 2-person teams- The value of shitposting (and why it still works)- How James thinks about brand, attention, and developer trust- Why they replaced product managers with empowered engineers- PostHog’s approach to retention, performance reviews & team design- Growing through word of mouth vs. optimizing for ROI- Lessons from building and monetizing open source software- James’ advice on fundraising, agency hiring, and long-term thinkingPerfect for:- DevTool founders scaling without a salesteam- B2B SaaS teams building multi-product platforms- Founders looking to build a brand, culture, and a presence on LinkedInDon't forget to subscribe to the podcast for more insights from industry leaders reshaping B2B SaaS and marketing!Connect with James:- LinkedIn: https://www.linkedin.com/in/j-hawkins/- PostHog: https://posthog.com/Connect with me:- LinkedIn: https://www.linkedin.com/in/finnthormeier/ - Website: https://www.project33.io/ - Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH Chapters00:00 Intro & PostHog’s Mission01:35 Setting a $100M ARR Goal (When They Had $0)04:20 Long-Term Thinking & Taking Big Swings06:05 Why Having Fun Is Strategic07:12 Shitposting for Brand and Attention10:00 The Day They Hit Product-Market Fit13:40 Early-Stage Lessons: Why Velocity is more improtant than Validation16:00 Pricing Strategy for Open Source Tools18:30 Competing in Existing Categories (and Why)21:15 Why Product Engineers Don’t Have Deadlines24:00 No Roadmaps, No Meetings, No Bureaucracy26:30 Hiring for Ownership and Accountability28:15 How They Evaluate Performance Without Goals30:00 Product Engineer Hiring Criteria & Red Flags32:15 Talking to Users (Without Forcing It)34:40 Developer Marketing That Actually Works37:00 Four Reasons People Choose PostHog39:05 Brand, Word of Mouth, and Developer Taste41:10 Being the News vs. Chasing It43:00 When They Shipped the Wrong Product45:30 Building a Data Warehouse to Compete with Snowflake47:05 Why Hard Products Drive Retention49:00 Letting Engineers Decide What to Fix51:00 How AI Is Used Inside PostHog53:15 Fundraising Advice for DevTool Founders55:20 Final Thoughts & ClosingPodcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFHLinkedIn: https://www.linkedin.com/in/finnthormeier/Website: https://www.project33.io/#linkedin #founderledmarketing #linkedinads #linkedinagency #founderbranding #saas #b2bmarketing #demandgeneration #demandgen #content #b2b #revenue #contentmarketing #performancemarketing #videomarketing #personalbranding