Follow the Gradient

In this episode, Lena Hackelöer, founder and CEO of Sweden-based Brite Payments, shares her journey scaling a fintech company across 27 markets and multiple verticals. From entering new markets without local teams to hiring senior talent and balancing frugality with growth, Lena offers valuable lessons on building a sustainable and efficient business. Key Takeaways: How to enter new markets without local teams Why personal outreach and customer recommendations matter in B2B Balancing vertical vs. regional sales strategies Lessons on hiring senior leaders at the right time The importance of maintaining a lean and cost-conscious approach 🎧 Tune in for practical advice on scaling your business, growing your team, and navigating the complexities of international expansion! Sign up for exclusive content from this episode and more at followthegradient.io. Connect with Us: 📬 Newsletter: ⁠followthegradient.io⁠ 🐦 X: ⁠@followgradient⁠ 📸 Instagram: ⁠@followthegradient⁠ 💼 LinkedIn: ⁠@followthegradient⁠ 🎵 TikTok: ⁠@followthegradient⁠

In our first episode of Season 2, Christina Stahl, Co-Founder of AMELI Zurich, shares how she and her husband turned an idea into a thriving handbag brand - starting with community feedback, DIY prototypes, and an authentic social media presence. From bootstrapping with personal savings to learning tough lessons in paid marketing and scaling internationally, Christina reveals the highs and lows of entrepreneurship. Key Takeaways: How to build a community before launching your product The importance of testing fast and saving costs early on Lessons learned from managing everything in-house vs. hiring experts Why “done” is better than “perfect” when starting a business Strategies for staying energized while growing a startup 🎧 Tune in for actionable insights on starting small, embracing imperfection, and learning as you go! Sign up for exclusive content from this episode and more at followthegradient.io.

In this engaging discussion, Ruth Barnett, a seasoned communications expert and founder of Grid and Inc., shares vital strategies for startup success. She emphasizes the art of storytelling to engage investors and customers effectively. Ruth also delves into crisis management, highlighting the need for transparency and preparation. Additionally, listeners gain insights into working with PR agencies, avoiding common mistakes, and crafting compelling narratives that resonate with audiences. This conversation is a goldmine for founders looking to elevate their communication game.

Stanislaw Grunstein, founder of CNTRD and a specialist in leadership and organizational psychology, shares valuable insights on shifting from individual contributor to effective leader. He discusses overcoming delegation fears and the importance of empowering feedback that inspires teams. Intrinsic motivation is highlighted as essential for high-performing groups, along with the need for first-time managers to seek support during their transition. Grunstein’s expertise offers practical strategies for anyone looking to thrive in a startup environment.

Before diving into this special replay, we’d love your feedback! As we prepare for an exciting Season 2 launching on January 9th, your input will help us create even more valuable content for you in 2025. Take just one minute to share your thoughts at bit.ly/follow-survey. Your feedback means the world to us! This week, we’re revisiting one of the standout episodes from Season 1 featuring Amy Lewin, Editor of Sifted, Europe’s leading media platform for startups. Amy delivers a masterclass in media engagement, covering: How to successfully pitch journalists and avoid common mistakes. The importance of knowing your purpose for media attention. Tips for managing negative press and crisis communication. Key tech journalism trends, including AI and climate tech. Whether you’re a founder looking to secure your first article or an operator refining your media strategy, this episode is packed with actionable insights to help your startup stand out. We’ll be sharing more of the best moments from Season 1 over the next three weeks, so stay tuned—and don’t forget to fill out the survey at bit.ly/follow-survey to help shape what’s coming next!

As we wrap up an incredible SEASON 1 of Follow the Gradient, join us - Melanie and Christian - in this reflective and deeply personal finale. In this episode, we share: Melanie’s Annual Life Review Technique: A structured, thought-provoking process to reflect on personal growth, failures, and success. Christian’s Weekly Write-Up Routine: A practical tool for accountability, clarity, and peace of mind amidst the chaos of startup life. What’s Coming in 2025: A sneak peek at the exciting next season, community collaborations, and why Europe has what it takes to build the next big thing. A PERSONAL ASK TO YOU We’re taking Follow the Gradient to the next level in 2025, and we need your input to make it even better! Please share 1 minute of your time to help us improve by filling out this quick survey. Thank you so much for taking the time and for being part of this journey! And if you haven't already, sign up for our newsletter with exclusive insights (such as the template we're talking about in this episode) and more at ⁠followthegradient.io⁠. HOW TO REACH US Reach out us on LinkedIn: ⁠Melanie⁠ and ⁠Christian⁠ 📬 Newsletter:⁠⁠ ⁠followthegradient.io⁠⁠⁠ 🐦 X:⁠⁠ ⁠x.com/followgradient⁠⁠⁠ 📸 Instagram:⁠ ⁠⁠@followthegradient⁠⁠⁠ 💼 LinkedIn: ⁠⁠⁠@followthegradient⁠⁠⁠ 🎵 TikTok: ⁠⁠⁠@followthegradient⁠⁠⁠

Paddy Lambros, Talent Director at Atomico, shares over a decade of expertise in scaling engineering teams and supporting startups. He discusses the importance of strategic hiring for long-term growth and how accountability fosters a resilient team. Paddy emphasizes effective onboarding to ensure new hires add value and aligns team culture with startup goals. He also tackles the challenges of navigating growth and transitions, providing practical strategies for founders facing layoffs and evolution.

In this episode, European and German Patent Attorney Bastian Best unpacks why every startup needs a patent strategy—and why it’s never too early to start. Drawing from over 15 years of experience in software and AI patents, Bastian shares actionable advice for founders, including how to protect core innovations, attract investors, and turn patents into strategic business assets. Using real-world examples like Humane’s AI Pin and RobCo’s robotics journey, this episode is packed with insights to help startups build a defensible position in competitive markets. Why patents are essential even for early-stage startups How patents act as shields, magnets, and value generators Key steps for navigating freedom to operate and avoiding common pitfalls Bastian’s practical approach helps founders move beyond the myths of patenting to create lasting value for their startups. Sign up for exclusive content from this episode and more at ⁠⁠followthegradient.io. CONNECT WITH BASTIAN: 💼 LinkedIn: ⁠⁠/bastianbest/ 🌐 Bastian’s patent law firm BESTPATENT: https://bestpatent.eu/ 💡fundingmagnet.de - Bastian’s AI-powered coaching program that helps European founders achieve their first patent-pending status with just a few hours of time. CONNECT WITH US: 📬 Newsletter:⁠⁠ ⁠⁠followthegradient.io⁠⁠⁠⁠ 🐦 X:⁠⁠ ⁠⁠x.com/followgradient⁠⁠⁠⁠ 📸 Instagram: ⁠⁠⁠⁠@followthegradient⁠⁠⁠⁠ 💼 LinkedIn: ⁠⁠⁠⁠@followthegradient⁠⁠⁠⁠ 🎵 TikTok: ⁠⁠⁠⁠@followthegradient⁠⁠⁠⁠ LEAVE US A VIRTUAL HIGH-FIVE 💚 ⁠⁠⁠Leave a review on Spotify⁠⁠⁠: bit.ly/FTG-Spotify 💛⁠⁠ ⁠Leave a review on Apple Podcast⁠⁠⁠: bit.ly/FTG-Podcast Plus: We would love to hear from you! How did you like this episode? What should we improve for future editions, do you have any suggestions, ideas or dream podcast guests? Please let us know: team at followthegradient dot io

Rebranding is more than a new logo or fresh name—it’s about reshaping how the world sees your startup and setting the stage for future growth. In this episode, we dive into the art and science of rebranding with insights tailored for founders and startup operators. 💡 What you’ll learn: When and why startups should rebrand (and why timing is critical). How to convince stakeholders and overcome resistance to change. What makes a name stick, using Alexandra Watkins’ Smile & Scratch framework. Success stories like Wise and ConvertKit—and cautionary tales like Twitter’s transition to X. Practical steps for planning, executing, and sustaining a rebrand. Plus, Melanie shares behind-the-scenes insights from Yokoy’s transition from Expense Robot, and our guest, Andrea von Kaenel, offers a corporate perspective on rebranding at scale. 🎙️ Tune in for actionable tips and candid discussions about what it takes to redefine your startup’s identity—without losing your audience or your momentum. Sign up for exclusive content from this episode and more at ⁠⁠followthegradient.io⁠⁠. LINKS MENTIONED IN THE CONVERSATION: Free Name Evaluation Test by Alexandra Watkins, Founder at Eat My Words and Author of “How to Create Brand Names That Stick”. “Rebranding in Public: ConvertKit to Kit” - watch the full video series CONNECT WITH ANDREA: 💼 LinkedIn: ⁠⁠/andreavonkaenel/ CONNECT WITH US: 📬 Newsletter:⁠⁠ ⁠⁠followthegradient.io⁠⁠⁠⁠ 🐦 X:⁠⁠ ⁠⁠x.com/followgradient⁠⁠⁠⁠ 📸 Instagram: ⁠⁠⁠⁠@followthegradient⁠⁠⁠⁠ 💼 LinkedIn: ⁠⁠⁠⁠@followthegradient⁠⁠⁠⁠ 🎵 TikTok: ⁠⁠⁠⁠@followthegradient⁠⁠⁠⁠ LEAVE US A VIRTUAL HIGH-FIVE 💚 ⁠⁠⁠Leave a review on Spotify⁠⁠⁠: bit.ly/FTG-Spotify 💛⁠⁠ ⁠Leave a review on Apple Podcast⁠⁠⁠: bit.ly/FTG-Podcast Plus: We would love to hear from you! How did you like this episode? What should we improve for future editions, do you have any suggestions, ideas or dream podcast guests? Please let us know: team at followthegradient dot io

In this episode, Harvard Innovation Labs Fellow Rob Snyder reveals his no-BS approach to finding product-market fit for early-stage B2B startups. After spending two years in the ‘pain cave’ without traction, Rob developed four essential frameworks that have since helped numerous founders scale from $0 to $1M ARR and beyond. You’ll learn: How to define and track PMF for your startup Four key frameworks to escape the ‘pain cave’ and build traction Tips for developing a ‘Minimum Viable Sales Process’ and engaging ‘Hell Yes’ customers Rob’s insights go beyond typical startup advice, offering actionable steps to help you reach sustainable PMF. Sign up for exclusive content from this episode and more at ⁠followthegradient.io⁠. CONNECT WITH ROB: 💼 LinkedIn: ⁠/rsnyder1/ 🌐 Website: ⁠⁠⁠https://reframeb2b.com CONNECT WITH US: 📬 Newsletter:⁠⁠ ⁠followthegradient.io⁠⁠⁠ 🐦 X:⁠⁠ ⁠x.com/followgradient⁠⁠⁠ 📸 Instagram: ⁠⁠⁠@followthegradient⁠⁠⁠ 💼 LinkedIn: ⁠⁠⁠@followthegradient⁠⁠⁠ 🎵 TikTok: ⁠⁠⁠@followthegradient⁠⁠⁠ LEAVE US A VIRTUAL HIGH-FIVE 💚 ⁠⁠⁠Leave a review on Spotify⁠⁠⁠: bit.ly/FTG-Spotify 💛⁠⁠ ⁠Leave a review on Apple Podcast⁠⁠⁠: bit.ly/FTG-Podcast Plus: We would love to hear from you! How did you like this episode? What should we improve for future editions, do you have any suggestions, ideas or dream podcast guests? Please let us know: team at followthegradient dot io