Startups Decoded

What if founders could get the right advisor, investor, or board talent exactly when they need it, before they even ask?In this episode, Breen Sullivan (Founder & CEO, The Fourth Effect; longtime startup GC and board leader) lays out how AI is changing founder access: surfacing who you need and when, structuring “fit-for-purpose” advisory and board relationships, and turning connections into outcomes.We unpack why traditional networks leave too many founders behind, how to make boards growth drivers (not just governance), and how smarter, dynamic advisory models can lift retention, capital access, and founder resilience.Chapters00:00 Introduction to Boards and Advisories02:49 The Role of Community in Startups05:33 Understanding Advisory Boards08:12 The Impact of AI on Advisory Boards11:05 Fit for Purpose: Dynamic Advisory Relationships14:03 Navigating Advisor Roles and Responsibilities16:27 The Importance of Early Advisory Engagement19:32 Leveraging Advisors for Fundraising22:15 The Fourth Effect Platform Overview24:58 Connecting Founders with Advisors27:42 The Future of Advisory Boards and Capital RaisingBreen SullivanBreen Sullivan is Founder & CEO of The Fourth Effect and a seasoned startup executive, board member, and former General Counsel across high-growth companies. She focuses on building inclusive, ROI-driven boards and advisory networks that strengthen execution, fundraising, and leadership. She’s a leading voice on board diversity, founder access, and equitable innovation.The Fourth EffectWho Should ListenFounders building advisory benches and early boardsOperators/execs considering advisor or independent director rolesAngels and VCs exploring advisor-investor modelsBuilders designing AI-assisted founder support workflowsMusic Credit“Neptuno” – Phondupe (Album: Onykia)Access All AreasListen: Apple || Spotify || YouTubeSubscribe: SubstackCommunity & Events: Founders CircleConnect: LinkedInSocials: TikTok || Instagram || XWeb: startupsdecoded.com

How integrative care, AI, and behavior design are reshaping health: prevention-first, data you own, and systems busy founders can stick to.Founders are optimizing everything, except their health. Quick fixes don’t scale, and siloed care leaves people guessing.In this episode, Dr. Erik Reis, Co-Founder & Director of Health & Wellness at Nobody Studios and founder of The Neural Connection, maps a practical path to holistic, evidence-based wellness. We cover prevention vs. reaction, integrating Eastern + Western approaches, what data you should actually track, and how startups can build credible wellness products without the hype. If you’re building or buying health tech, or just trying to perform at a high level, this is your playbook.If you’re a founder, operator, or investor in health, performance, or longevity, this one’s for you.Subscribe nowchapter titles00:00 Introduction to Holistic Health and Medicine01:20 Dr. Erik’s Journey into Healthcare03:43 The Role of Technology in Healthcare09:29 The Importance of Preventative Care12:39 Integrating Eastern and Western Medicine16:51 Empowering Patients through Technology20:59 Behavioral Change in Health Management23:51 The Influence of Genetics and Lifestyle on Health25:36 Harnessing Technology for Health Management27:54 The Role of Data in Healthcare29:37 Collaboration and Innovation in Healthcare31:29 The Basics of Longevity and Health33:42 The Future of Startups in Health and WellnessDr. Erik ReisCo-Founder & Director of Health & Wellness, Nobody Studios; Founder, The Neural Connection (integrative neuro clinic). Erik specializes in complex neuro cases and scalable wellness systems that blend traditional therapies, modern neuroscience, and practical behavior design. His through-line: teach people to own their data, build prevention into daily life, and use tech to amplify, not replace, human care.Connect with Dr. Erik Reis:Nobody StudiosThe Neural Connection ClinicDr. Erik Reis - LinkedInWho should listenSeed–Series B founders optimizing health/performanceHealthtech builders aiming for evidence-based productsOperators/investors evaluating prevention and longevity playsMusic Credit: “Neptuno” - Phondupe (Album: Onykia)Access All Areas.Listen: Apple || Spotify || YouTubeSubscribe: SubstackCommunity & Events: Founders CircleConnect: LinkedInSocials: TikTok || Instagram || XWeb: startupsdecoded.com

OpenAI’s latest “Zapier-killer” headlines were sobering, but Adam Robinson already did the unthinkable: he removed every human from RB2B, a $6M ARR SaaS, for seven days and let AI agents run sales, support, and onboarding, zero intervention.The outcome?Revenue growth held (+4%/mo), 96.6% answer accuracy in sales chats, and 89% support resolution with no customer meltdowns.In this conversation, Adam unpacks:The real playbook behind the stuntWhy he designs his business to fit AI tools (not the other way around)How great documentation and Intercom Fin “guidance” drive resolution,Where agent workflows replace repetitive tickets,Why he’s doubling down on PLG, freemium, and simplicity, even in a high-churn category.We get into transparency, customer expectations, and why a profitable, small team can now beat over-tooled incumbents.Also: Yes, the week he “disappeared,” Adam was off-grid at Burning Man.Subscribe nowChapters00:00 Why agents now (and the OpenAI “Zapier-killer” moment)02:06 From Lehman Brothers to bootstrapped SaaS operator04:56 The 7-day no-humans experiment: scope & safeguards09:07 Build-to-AI: shaping product so agents can handle the work12:50 Lean, profitable, small: the appeal of a high-margin micro-org17:35 Adapting process to tools (not tools to process)23:06 Intercom Fin “guidance,” escalations, and transparency25:44 Churn reality: category dynamics and buyer persona30:10 Agent workflows: auto-diagnosing email invites (SendGrid)34:05 Feedback loops: weekly founder calls and customer insights39:19 Human connection vs. agent efficiency in 202542:33 Embracing imperfection—and why “simple wins”Guest BioAdam Robinson is Founder & CEO of Retention.com and RB2B. He bootstrapped Retention.com from $0 to $22M ARR in four years and previously built Robly to an eight-figure exit. A former CDS trader at Lehman Brothers/Barclays, he now builds lean, profitable SaaS—and publishes the receipts.Who Should ListenSaaS founders optimizing for profitability over headcountOperators implementing AI in sales, support, and onboardingInvestors tracking agentic automation and PLG at scaleBuilders designing “self-running” products and processesMusic Credit“Neptuno” – Phondupe (Album: Onykia)Access All Areas.Listen: Apple || Spotify || YouTubeSubscribe: SubstackCommunity & Events: Founders CircleConnect: LinkedInSocials: TikTok || Instagram || XWeb: startupsdecoded.comStartups Decoded is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Send us a textHow LLMs are rewriting application security: less false positives, faster triage, and real-world founder playbooks.Founders are sprinting on AI—attackers are too. Traditional security tools drown teams in alerts and miss the real threats. In this episode, Almanax founder & CEO Francesco Piccoli breaks down AI-native application security: how LLMs detect logic bugs legacy scanners miss, cut up to 90% of noise, and triage vulnerabilities at the pace you ship. We cover where “shift-left” falls short, how to operationalize low-friction code scanning in GitHub, and what legal/compliance leaders expect before they’ll sign your deal.If you’re building or buying AI-accelerated software as a founder, CTO, or security lead, this is the playbook.Chapters00:00 AI-Native Security: Why It Matters Now01:19 Francesco’s Path to AppSec05:26 Why Legacy Tools Miss Real Bugs10:48 The Cat-and-Mouse Reality of Cyber15:46 Legal & Compliance: What Founders Owe20:34 Founder Best Practices (Week-1 Checklist)28:46 Cutting 90% of Alert Noise36:32 Making Security Usable for Devs39:45 When Breaches Happen: First Calls41:53 Wrap-Up + Next StepsFrancesco PiccoliFounder and CEO of Almanax, joins us to unpack how his team is building AI-native systems to catch 5x more bugs while cutting 90% of the noise. We talk about the future of application security, why shift-left isn’t enough anymore, and how triaging vulnerabilities at scale requires a new kind of intelligence.Who Should ListenSeed–Series B founders shipping fast on AI-native stacksEng leaders drowning in SAST/DAST false positivesSecurity & compliance owners prepping for SOC 2 / ISO 27001Music Credit: "Neptuno" - Phondupe (Album: Onykia)Access All Areas.Listen: Apple || Spotify || YouTubeSubscribe: SubstackCommunity & Events: Founders CircleConnect: Need clarity on fundraising, strategy, or scaling? You can book me, Andy Walsh, directly on Hubble for focused 1:1 advice. 15, 30, or 45 minutes no fluff, just solutions.Head to hubble.social/AndyWalsh Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comDiscover Smarter Investing with the Teaminvest Wealth Builders PodcastExpert insights and proven strategies from Australia's top investors. Build your wealth.Listen on: Apple Podcasts   SpotifySup ...

Send us a textIn this episode of Startups Decoded, Andy Walsh talks with Charlie Hills, a global leader in LinkedIn growth strategy.AI is rewriting LinkedIn, and Charlie Hills has the receipts. In 466 days, he went from zero to 100k+ followers and ranked #1 worldwide for LinkedIn Growth. We break down the exact AI-led playbook: repeatable content systems, scroll-stopping visuals, audience targeting, repurposing loops, and lead-magnet funnels that turn attention into revenue.If you want your LinkedIn to stand out and convert in 2025, this is the blueprint.Access All Areas.Listen: Apple || Spotify || YouTubeSubscribe: SubstackCommunity & Events: Founders CircleConnect: LinkedInSocials: TikTok || Instagram || XWeb: startupsdecoded.comCharlie HillsCharlie Hills is the Founder of Linked Agency and a global leader in LinkedIn growth strategy. In 2024, he scaled his following to 50k+ in under one year, and by early 2025, he surpassed 100k+ followers in just 466 days. Ranked #1 worldwide for LinkedIn Growth, Charlie blends AI tools with proven content frameworks to help brands and individuals grow faster, engage deeper, and convert more effectively.Linked AgencyLinked Agency helps founders, executives, and creators dominate LinkedIn using AI-powered content strategies. Through bespoke content plans, engagement systems, and visual optimisation, Linked Agency enables clients to scale their reach, build authority, and drive inbound opportunities without spending countless hours on content creation.Music Credit: “Neptuno” - Phondupe (Album: Onykia)Chapters00:00 Introduction to LinkedIn and Personal BranNeed clarity on fundraising, strategy, or scaling? You can book me, Andy Walsh, directly on Hubble for focused 1:1 advice. 15, 30, or 45 minutes no fluff, just solutions.Head to hubble.social/AndyWalsh Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comDiscover Smarter Investing with the Teaminvest Wealth Builders PodcastExpert insights and proven strategies from Australia's top investors. Build your wealth.Listen on: Apple Podcasts   SpotifySupport the show ...

Send us a textAlgorithms are wringing creators dry. In this inspiring S2 episode, Linktree co-founder & CCO Nick Humphreys ($167M raised; 70M+ users) lays out the new playbook: AI that amplifies your voice, owning your audience over chasing vanity metrics, and revenue that holds when the feed goes quiet. If you’re rebuilding your 2025 content stack, start here.Subscribe nowNick Humphreys is the Co-Founder and Chief Creative Officer of Linktree, one of the world’s fastest-growing tech platforms enabling creators, brands, and businesses to connect their audiences to everything they offer, on one simple, customizable page. With a background in digital strategy and design, Nick has been instrumental in shaping Linktree’s distinctive brand and product experience, used by over 50 million users globally.Launched in 2016, Linktree pioneered the “link in bio” category, transforming how people share content and monetize their presence online. From musicians and creators to global enterprises, Linktree empowers users to unify their digital ecosystem with clarity, creativity, and control. Linktree has raised approximately $167 million USD in total across its funding rounds.Chapters00:00 Introduction to Linktree and Its Impact01:52 The Early Days of Linktree06:19 Navigating the Startup Landscape11:03 Product Evolution and User Insights17:12 Understanding User Needs and Prioritization21:05 Monetization Strategies and Future Directions25:24 Navigating Audience Ownership and Monetization26:50 Adapting to Rapid Changes in Content Creation29:12 Integrating New Tools for Growth31:12 Balancing Functionality and User Experience34:18 The Future of Content Management Systems38:21 Insights for Founders on Using LinktreeMusic Credit:"Neptuno" - Phondupe (Album: Onykia)TakeawaysLinktree started as a solution to a problem for musicians.The evolution of Linktree's product has been driven by user feedback.Understanding the user base is crucial for product development.Linktree serves a diverse range of users, from celebrities to local businesses.Prioritizing features for a broad audience is a constant challenge.Monetization and audience ownership are key focuses for Linktree.The fNeed clarity on fundraising, strategy, or scaling? You can book me, Andy Walsh, directly on Hubble for focused 1:1 advice. 15, 30, or 45 minutes no fluff, just solutions.Head to hubble.social/AndyWalsh Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comDiscover Smarter Investing with the Teaminvest Wealth Builders PodcastExpert insights and proven strategies from Australia's top investors. Build your wealth.Listen on: Apple Podcasts   SpotifySupport t ...

Send us a textIn the Season 2 opener of Startups Decoded, host Andy Walsh sits down with Mike Jones, General Partner at Science Inc., the venture studio and fund behind household names like Dollar Shave Club, Liquid Death, and PlayVS.With more than $1.3 billion in exits and angel investments including Scopely, GoodReads, and Maker Studios, Mike has seen what separates billion-dollar companies from the ones that stall out.From his early days founding Userplane, CEO of MySpace, to building Science into one of the most successful venture studios in the world, Mike shares the hard truths about brand, product, team dynamics, and the role of instinct versus data. This episode dives into how breakout companies really get built, the future of venture studios in a world transformed by AI, and why some startups endure while most fade.If you want a candid look at what it takes to scale a company that actually lasts, this conversation is a must-listen.Mike JonesMike Jones is the General Partner of Science Inc., the venture fund and studio behind brands like Dollar Shave Club, Liquid Death, and PlayVS. Since launching Science in 2011, Mike has led it to over $1.3 billion in exits, shaping household names through a unique blend of venture investment and hands-on company building.Science Inc.Fund, develop, and advise companies focused on solving the everyday problems of modern living. Science is a unique platform where talent, resources, and financing are brought together in a bid to nurture and develop ideas, arm emerging businesses with the strategy, expertise, and capital they need to grow, and to transform existing internet ventures, injecting them with new talent and innovation.Music Credit:"Neptuno" - Phondupe (Album: Onykia)TakeawaysMike Jones emphasizes the non-linear paths of entrepreneurs.The importance of technology shifts in creating business opportunities.Venture studios aim for long-term growth rather than immediate profits.Successful brands like Dollar Shave Club leverage strong narratives.Building a great product is essential for customer retention.AI is transforming the way businesses are built and marketed.Investors expect comprehensive business plans and prototypes.Team dynamics are crucial for the success of startups.Need clarity on fundraising, strategy, or scaling? You can book me, Andy Walsh, directly on Hubble for focused 1:1 advice. 15, 30, or 45 minutes no fluff, just solutions.Head to hubble.social/AndyWalsh Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comDiscover Smarter Investing with the Teaminvest Wealth Builders PodcastExpert insights and proven strategies from Australia's top investors. Build your wealth.Listen on: Apple Podcasts   SpotifySupport the s ...

Send us a textIn this episode of Startups Decoded, I sit down with Joseph Lee, founder and CEO of Supademo, to talk about the real founder’s journey behind raising capital and the tradeoffs that come with it. Joseph shares how past experiences with over-capitalization shaped the way he thinks about growth today, and why staying true to vision matters more than chasing VC expectations.We dig into what it means to build on your own terms: scaling with AI, defining success beyond vanity metrics, and keeping customers at the center of the story. For any founder navigating fundraising or rethinking their growth playbook, this conversation offers a candid blueprint for balancing capital, conviction, and clarity.Joseph LeeJoseph Lee is the Co-Founder and CEO of Supademo, an AI-powered platform revolutionizing how teams create and share interactive product demos. Since its inception in April 2023, Supademo has empowered over 50,000 professionals in marketing, sales, and customer success to enhance product adoption and close more deals.A serial entrepreneur with a passion for building zero-to-one products, Joseph has been creating since the age of 15. His approach emphasizes organic growth, community engagement, and delivering tangible value. Under his leadership, Supademo has achieved significant milestones, including being recognized as G2’s #5 fastest-growing software product in 2025.Joseph is also a Forbes 30 Under 30 honoree and a Techstars alum. He actively shares insights on startup growth, product development, and founder experiences through his personal LinkedIn and Twitter profiles.SupademoSupademo is an AI-powered platform that helps teams create high-converting interactive product demos in minutes, without code or design work. Used by over 60,000 professionals across sales, marketing, and customer success, Supademo enables faster onboarding, higher product adoption, and more effective storytelling through intuitive, step-by-step walkthroughs. With features like dynamic personalization, AI-generated voiceovers, multi-language support, and advanced analytics, it’s become a go-to tool for modern teams looking to scale product education and conversion without relying on traditional video or live demos.Music Credit:"Neptuno" - Phondupe (Album: Onykia)TakeawaysFundraising comes with expectations and pressure to deliver Need clarity on fundraising, strategy, or scaling? You can book me, Andy Walsh, directly on Hubble for focused 1:1 advice. 15, 30, or 45 minutes no fluff, just solutions.Head to hubble.social/AndyWalsh Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comDiscover Smarter Investing with the Teaminvest Wealth Builders PodcastExpert insights and proven strategies from Australia's top investors. Build your wealth.Listen on: Apple Podcasts   SpotifySupport ...

Send us a textIn this episode of Startups Decoded, host Andy Walsh sits down with Malcolm Buick, Partner & Chief Creative Officer at Athletics and a seasoned creative director, to unpack how design drives startup growth. From his journey through music and branding to building global identities for brands like IBM, Nike, Google Chrome, Major League Soccer, and MoMA, Malcolm explores how storytelling, community, and culture shape lasting companies.Great startups don’t just build products, they build meaning. Malcolm reveals how founders can turn design into a strategic advantage: expressing vision, earning trust, and scaling smarter. The conversation highlights the importance of authenticity, flexibility in brand systems, and creating collaborative environments that bring a brand to life.Too often, founders underinvest in design early on. This episode reframes design as a growth lever, helping startups tell better stories, attract the right users, and build cultures that endure.Malcolm BuickMalcolm Buick is a seasoned creative director and partner at Athletics, a Brooklyn-based brand studio. With over 25 years of experience in design and branding, his career began in London during the mid-1990s, focusing on music branding. He later moved to Burlington, Vermont, to serve as Creative Lead at JDK, where he contributed to evolving Burton Snowboards into a global lifestyle brand. Subsequently, he became Creative Director at the renowned branding agency Wolff Olins in New York. Since joining Athletics in 2014, Malcolm has led major projects for clients including IBM, Nike, MLS, and MoMA.AthleticsAthletics is a Brooklyn-based brand studio that transforms opportunity into beautifully usable identities, websites, and tools. Guided by a shared reverence for purposeful design, we partner with ambitious organizations—from startups to global icons—to build brands that are as strategic as they are striking.Music Credit: "Neptuno" - Phondupe (Album: Onykia)TakeawaysMalcolm Buick emphasizes the importance of instinct and energy in branding.Good branding reflects the DNA of a brand and its people.Branding should be purposeful, not just decorative.Authenticity is key; customers can sense when a brand is genuine.A living, breathing identity is essential for modeNeed clarity on fundraising, strategy, or scaling? You can book me, Andy Walsh, directly on Hubble for focused 1:1 advice. 15, 30, or 45 minutes no fluff, just solutions.Head to hubble.social/AndyWalsh Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comDiscover Smarter Investing with the Teaminvest Wealth Builders PodcastExpert insights and proven strategies from Australia's top investors. Build your wealth.Listen on: Apple Podcasts   SpotifySupport ...

Send us a textIn this episode of Startups Decoded, Andy Walsh sits down with Jay Erickson, Chief Innovation Officer and co-founder of Modus, to explore why most digital strategies are already outdated, and how to fix them.They dive into emergent strategy: a flexible, human-centered approach to navigating today’s breakneck pace of change. Drawing on systems thinking, design, and culture, Jay shares how resilient teams can adapt in real time, address bias, and build strategies that evolve as fast as the world around us.Jay EricksonJay Erickson is a digital strategist, product leader, and purpose-driven entrepreneur with over 20 years of experience guiding organizations through innovation and transformation. As Chief Innovation Officer and co-founder of Modus, he brings a human-centered approach to digital strategy, helping mission-driven companies design impactful products and experiences. Jay is passionate about ethical innovation, team culture, and using technology as a force for good.Modus DigitalModus is a global digital consultancy that partners with organizations to unlock growth through innovation, strategy, and design. With expertise across product development, UX, engineering, and transformation, Modus helps companies—from ambitious startups to Fortune 500s—build digital experiences that matter. The firm is known for its collaborative, purpose-led approach and commitment to delivering lasting impact in complex environments.TakeawaysDigital strategy must evolve rapidly due to technological changes.Design thinking is a timeless framework for innovation.Understanding human behavior is crucial in digital product design.SMBs face unique challenges compared to larger corporations.Organizations are shifting from hierarchical to complex systems.Emergent strategy allows for adaptability in uncertain environments.Building a resilient team culture is essential for success.Generalists bring valuable skills to modern teams.Addressing unconscious bias improves decision-making processes.Transparency fosters a collaborative and innovative work environment.Chapters00:00 Introduction to Digital Strategy Evolution01:06 Jay's Journey: From Computer Science to Digital Innovation06:19 The Shift from Web 1.0 to Web 2.008:02 Design Thinking: A Framework for Digital Strategy11:59 Understanding HNeed clarity on fundraising, strategy, or scaling? You can book me, Andy Walsh, directly on Hubble for focused 1:1 advice. 15, 30, or 45 minutes no fluff, just solutions.Head to hubble.social/AndyWalsh Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comDiscover Smarter Investing with the Teaminvest Wealth Builders PodcastExpert insights and proven strategies from Australia's top investors. Build your wealth.Listen on: Apple Podcasts   SpotifySupport the s ...