Category Visionaries

Healthcare productivity is broken. While labor represents 60% of all healthcare spending—comparable only to the hospitality industry—the overwhelming majority of chronic disease management happens outside clinical settings with virtually no professional oversight. Phamily (Jaan Health) has raised $25 million to solve this fundamental inefficiency through their AI-enabled platform, which automates care management for patients with chronic diseases between visits. In this episode of Category Visionaries, I sat down with Nabeel Kaukab, Founder & CEO of Phamily, to explore how his company is addressing the $5 trillion healthcare industry's core productivity challenge while enabling providers to reach 100 times more patients than traditional care models allow. Topics Discussed: The parallels between early internet adoption in the 1990s and today's AI revolution Why labor costs drive 60% of healthcare spending, making productivity the only solution worth pursuing The fundamental three-party dynamic in healthcare where consumers don't pay and payers don't consume How real triage happens between patients and non-medical professionals, not in emergency rooms The transition from episodic, scheduled care to proactive, automated care management Why healthy young professionals aren't the target demographic for healthcare technology The economics of running a $15-20 million revenue doctor's office like a corner business Building sustainable growth without subsidizing customers or burning excessive capital   GTM Lessons For B2B Founders: Understand your customer's economic reality before building solutions: Nabeel emphasized that healthcare providers operate under extreme economic constraints where they "do God's work but oftentimes at their own expense." He learned that approaching doctors with patient-first messaging fails because providers are already saturated with out-of-pocket expenses for patient care. B2B founders entering regulated industries must understand that their customers' willingness to adopt new solutions depends entirely on economic viability, not just value creation. If your solution doesn't improve your customer's unit economics, you're wasting everyone's time. Don't assume sophisticated organizations have sophisticated operations: Despite generating $15-20 million in annual revenue, most doctor's offices operate like small family businesses. Nabeel discovered that these substantial healthcare practices are often run by office managers who serve as CFO/COO without business school training and may not have college degrees. B2B founders should audit the actual operational sophistication of their target customers rather than making assumptions based on organization size or industry reputation. Adjust your messaging, terminology, and sales process accordingly. Target the constraint, not the ideal customer: Jaan Health succeeded by focusing on the fundamental constraint in healthcare—the 1:2000 doctor-to-patient ratio that makes individualized attention impossible. Rather than trying to serve healthy, tech-savvy young professionals who can afford premium care, they built for the massive population of chronic disease patients who need consistent monitoring but can't access it. B2B founders should identify and design for the bottleneck in their industry rather than the most attractive or vocal customer segment. Build category understanding through problem-solving, not positioning: Nabeel admitted it took nearly a decade to clearly articulate their category as "chronic care management between visits." Rather than starting with category creation, they focused intensively on solving real workflow problems for providers and patients. Only after achieving substantial scale and proven outcomes did they invest in category messaging. B2B founders should prioritize deep problem-solving over early positioning and allow their category definition to emerge from market feedback. Raise capital for growth, not survival: Jaan Health achieved 50-100% annual growth and eight-figure ARR by raising minimal capital initially and proving unit economics before scaling. Nabeel stressed raising money "when you know you can get a return on it as opposed to raising capital because you want to stay alive." This approach enabled them to sell value rather than discounting services. B2B founders should establish sustainable unit economics and proven customer demand before raising significant growth capital.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Narrativa is transforming pharmaceutical clinical trials by automating the documentation burden that consumes 40-60% of drug development timelines. Founded in 2015 in Madrid and expanded to the US market in 2021, Narrativa has raised $2.4 million to build AI automation for regulatory documents required in clinical trials. In this episode of Category Visionaries, we sat down with Jennifer Bittinger, President and Founder of Narrativa, to learn about the company's pivot from general content automation to becoming essential infrastructure for pharmaceutical companies looking to accelerate drug development from 10-16 year timelines to significantly faster cycles. Topics Discussed:  Narrativa's pivot from financial content automation to pharmaceutical clinical trial documentation  The company's strategy of focusing on mandatory regulatory use cases for universal adoption  Narrativa's discovery that CROs weren't the right customer due to business model conflicts  The impact of COVID-19 on accelerating AI adoption in traditionally resistant pharmaceutical companies  Narrativa's approach to building trust through relationship marketing in regulated industries  The challenge of positioning AI as augmentation rather than replacement for medical writers   GTM Lessons For B2B Founders: Focus on mandatory, universal use cases to ensure scalability: Narrativa discovered that patient safety narratives—reports required for every clinical trial when patients experience adverse events—offered the perfect scalable entry point. Unlike one-off custom projects that looked attractive but weren't universally needed, these regulatory-mandated reports guaranteed market-wide adoption potential. Jennifer explains: "If we created this use case for a patient safety narrative, then guess what, everyone has to use it. It's an opportunity to scale quickly across every drug trial in the market." Leverage regulatory catalysts as market entry accelerators: COVID-19 created an unexpected opening for AI adoption in pharma by demonstrating the critical need for speed in drug development. The pandemic forced pharmaceutical companies to recognize that their traditional 10-16 year timelines needed acceleration, with 40-60% of that time spent on paperwork rather than actual research. This regulatory pressure became a powerful sales catalyst that opened previously resistant organizations to automation solutions. Identify business model disruptions to understand your real customer: The team initially targeted Clinical Research Organizations (CROs) as their primary market, assuming they'd want efficiency gains across multiple accounts. However, they discovered CROs were actually disincentivized to adopt their solution because they bill sponsors hourly for report writing. AI automation that reduces hours from days to minutes destroys their revenue model. This insight led them to pivot directly to pharmaceutical sponsors and biotech companies who benefit from faster, more accurate reporting. Use industry events for trust-building rather than traditional marketing: In the highly regulated pharmaceutical industry, relationship-building trumps conventional marketing tactics. Jennifer invested heavily in speaking at industry events and nurturing personal relationships—calling prospects to check on their families, taking them to dinner, and positioning herself as a trusted advisor rather than a vendor. This approach proved essential in an industry where professionals see themselves as saving lives and need to trust anyone handling patient data. Target resource-constrained segments with urgent timelines: Biotech companies emerged as ideal customers because they operate like well-funded startups with finite resources and urgent timelines. They're typically VC or PE-funded with limited time to develop molecules before selling to larger pharma sponsors. This creates natural urgency for efficiency tools that can accelerate their development process while maintaining the data accuracy required for eventual acquisition. Position AI as augmentation during the transition period: Early adoption required careful messaging about AI as a "medical writing sidekick" rather than a replacement. Jennifer learned this lesson when speaking to a room of 200+ medical writers who initially viewed the technology as an existential threat. The breakthrough came when one writer understood that automation could have given him more time for family moments—attending soccer games and ballet recitals instead of working late on reports.     //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Personal AI is pioneering the next generation of artificial intelligence with their memory-first platform that creates personalized AI models for individuals and organizations. Having raised over $16 million, the company has evolved from targeting consumers to focusing on enterprise customers who need highly private, precise, and personalized AI solutions. In this episode of Category Visionaries, we sat down with Suman Kanuganti, CEO and Co-Founder of Personal AI, to explore the company's journey from early AI experimentation in 2015 to building what he envisions as the future AI workforce for enterprise organizations. Topics Discussed: Personal AI's evolution from consumer-focused to enterprise B2B platform The technical architecture behind personal language models vs. large language models Privacy-first approach and competitive advantages in regulated industries Go-to-market pivot and scaling from small law firms to enterprise contracts Unit economics advantages and 10x cost reduction compared to traditional LLMs Vision for AI workforce integration in public companies within 3-5 years GTM Lessons For B2B Founders: Recognize when market timing doesn't align with your vision: Suman's team was building AI solutions as early as 2015, nearly a decade before the ChatGPT moment. When ChatGPT launched in November 2022, Personal AI faced confusion from investors and customers about their differentiation. Rather than forcing their sophisticated personal AI models on consumers who wanted simpler solutions, they recognized the market mismatch and pivoted. B2B founders should be prepared to adjust their go-to-market approach when market readiness doesn't match their technical capabilities, even if their technology is superior. Find your wedge in enterprise through specific pain points: Personal AI discovered their enterprise entry point by targeting "highly sensitive use cases that LLMs are not good for" where companies would be "shit scared to put any data in the LLM." They focused on precision and privacy pain points that large language models couldn't address. B2B founders should identify specific enterprise pain points where their solution provides clear advantages over existing alternatives, rather than trying to be everything to everyone. Let customer expansion drive revenue growth: Personal AI's enterprise strategy evolved organically as existing contracts "started growing like wildfire as more people had a creative mindset to solve the problem with the platform." They discovered that their Persona concept allowed enterprises to consolidate multiple AI use cases into one platform. B2B founders should design their platforms to naturally expand within organizations and reduce vendor fragmentation, creating stickiness and increasing average contract values. Leverage architectural advantages for unit economics: By positioning their personal language models between customer use cases and large language models, Personal AI achieved "10x lower cost" per token. This architectural decision created both privacy benefits and economic advantages. B2B founders should consider how their technical architecture can create sustainable competitive advantages in both functionality and economics, not just features. Geography matters more than you think for fundraising: Suman identified his biggest fundraising mistake as not moving to San Francisco earlier, stating "back in 2022 or 2023 is when I should have moved to San Francisco, period." He learned that being part of the Silicon Valley ecosystem and conversation is critical for fundraising success. B2B founders should consider the strategic importance of physical presence in key markets, especially when raising capital, and not underestimate the value of in-person relationship building.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Typedef is building an inference-first data engine designed for the new era of AI agents and machine-to-machine interactions. With $5.5 million in funding, the company is reimagining data infrastructure for a world where both humans and AI systems need seamless access to data processing capabilities. In this episode of Category Visionaries, I sat down with Kostas Pardalis, Co-Founder & CEO of Typedef, to explore how the company is addressing the fundamental shift from traditional business intelligence platforms to AI-native data infrastructure that treats inference as a first-class citizen alongside traditional compute resources. Topics Discussed: Typedef's vision for inference-first data infrastructure in the AI era The transition from human-only to machine-to-machine data interactions Why infrastructure companies take longer to reach revenue but build deeper moats The evolution from pre-AI data platforms to AI-native solutions Design partner strategies for infrastructure companies Go-to-market approaches that combine bottom-up (engineers) and top-down (decision makers) strategies Category creation challenges in rapidly evolving AI markets The importance of open source and education in developer-focused go-to-market GTM Lessons For B2B Founders: Start go-to-market activities during the design partner phase: Kostas emphasized that go-to-market isn't something you switch on after product development. "It's okay to go out there and talk about something that it's not very well defined or it might change, but actually it doesn't matter... go to market like just like everything else, it's an interactive process." B2B founders should begin building awareness, creating content, and engaging with potential customers even while their product is still evolving. Design partners must have real pain, not just time: The biggest insight about design partnerships is treating them like real customer relationships. "A design partner is still someone who has a problem that needs to be solved... no one is just donating their time out there... There still has to be value there." Don't approach design partnerships as charity work - ensure there's genuine mutual value exchange where your solution addresses real business pain. Product-market fit requires both product AND market innovation: Kostas challenged the common engineering mindset about product-market fit: "Many times, especially engineers, think that when we say product, market fit is that we have market, which is a static thing and we just need to iterate over the product until we find the right thing that matches exactly the market. No, that's not right." B2B founders must innovate on both the product and go-to-market sides simultaneously, including defining their target vertical and building appropriate sales motions. Infrastructure sales require dual-persona strategies: When selling to developers and technical infrastructure, you need both bottom-up and top-down approaches. "Even if you go to the manager and they love what you are saying, you still have to convince the engineers to use this thing... And they have a lot of leverage and vice versa." The bottom-up motion involves open source adoption and education, while the top-down involves traditional outbound sales to decision makers. Category creation doesn't guarantee category dominance: Having witnessed category creation firsthand, Kostas shared that defining a category doesn't ensure winning it. "It doesn't necessarily mean that because you define the categories that you are going to win at the end... Vercel was not actually the company that invented the category there." Focus on solving real problems and building sustainable competitive advantages rather than just being first to market with category messaging.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Wispr Flow has transformed voice dictation from a frustrating novelty into a seamless productivity tool that users trust implicitly. With a recent $30 million Series A led by Menlo Ventures, the company has achieved remarkable product-market fit through 90% word-of-mouth growth and users who share the product organically without prompting. In this episode, I sat down with Tanay Kothari, CEO and Co-Founder of Wispr Flow, to learn about the company's pivot from hardware to software, their approach to manufacturing viral moments, and their strategy for competing against tech giants with distribution advantages. Topics Discussed: Wispr Flow's pivot from building voice assistant hardware to focusing on voice-to-text software The company's unique approach to achieving sub-half-second latency and exceptional accuracy Building viral growth through manufactured "aha moments" and exceptional user onboarding Competing against OpenAI and Apple through speed of execution and user experience focus The challenge of building for mainstream users beyond Silicon Valley's tech-savvy population Strategic decisions around cutting non-essential growth channels to maintain focus GTM Lessons For B2B Founders: Manufacture viral moments through obsessive user research: Tanay personally onboarded the first 500 users via Google Meet, watching their facial expressions, mouse movements, and emotional reactions in real-time. This intensive observation allowed him to identify and systematically reproduce moments of user delight. He explained, "Find the things that repeatedly create delight, make sure that never dies, and then find the other places where there's confusion and kind of take them out." B2B founders should invest heavily in understanding the micro-moments of user experience, as these compound into organic growth at scale. Leverage authentic product usage by your target buyers during fundraising: When Wispr Flow raised their Series A, every VC in Silicon Valley was already using the product daily. Tanay noted, "I didn't need to convince them about why the product was good. All I had to tell them about if you believe why Whisper is good today, here is where we can take the company." This eliminated the typical product demonstration phase and shifted conversations to vision and execution capability. B2B founders should prioritize getting their product into the hands of potential investors as users before ever pitching them as investors. Build anti-fragile technology that improves as the industry evolves: Rather than competing directly with AI model capabilities, Wispr Flow built infrastructure that gets better as underlying AI models improve. Tanay instructs his team: "If at some point that you feel afraid of a new model launching, you're doing something wrong." This philosophy led them to focus on latency, user experience, and integration rather than competing on raw AI performance. B2B founders in AI-adjacent spaces should identify where they can create value that compounds with industry improvements rather than being displaced by them. Cut aggressively to maintain focus during rapid growth: Despite conventional wisdom, Wispr Flow eliminated SEO efforts entirely because "no one is searching for voice dictation" and most people don't know the technology has reached usability thresholds. Tanay applies an extreme 80/20 rule: "You can cut the 80% of the things that are not giving you the results... You find a new 20% that's going to give you 80% more results and you can just keep doing that again and again." B2B founders should regularly audit their activities and ruthlessly eliminate even "best practices" that don't align with their specific growth dynamics. Design for mainstream adoption beyond early adopters: While most AI tools target Silicon Valley technologists, Tanay identified that 95% of the population represents the real market opportunity. He noted these users "end up being your most loyal users" because they have less churn and higher lifetime value than tech-savvy early adopters. B2B founders should resist the temptation to only build for sophisticated users and instead consider how their product works for less technically proficient buyers who may represent larger market segments.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Constrafor is revolutionizing how construction companies manage their back office operations, from procurement to embedded finance. With over $400 million in funding and 75,000 companies on their platform representing 25% of US construction companies, Constrafor has processed nearly $2 billion in invoice funding. In this episode of Category Visionaries, we sat down with Anwar Ghauche, CEO and Founder of Constrafor, to learn about the company's journey from addressing subcontractor payment challenges to building an invisible automation platform for construction's back office. Topics Discussed: Constrafor's origin story and the strategic decision to target general contractors first to access subcontractors The company's evolution from construction procurement platform to comprehensive back office automation Constrafor's approach to embedded finance and the Early Pay product for subcontractors The challenge of building in construction tech during COVID-19 and early customer acquisition strategies Distribution strategies that evolved from manual outreach to leveraging customer referrals The company's vision for invisible software that eliminates manual back office work for subcontractors Why construction remains a technology laggard and how margin compression affects software adoption GTM Lessons For B2B Founders: Turn industry warnings into competitive advantages: When mentors warned Anwar that subcontractors were hard to reach and general contractors were poor software buyers, he reframed this as validation. "Instead of taking it as a negative and kind of changing the idea, I took it as kind of validation that this is great. Just because nobody else was really going to try to go after the space." B2B founders should consider whether widespread industry skepticism might actually signal an underserved opportunity with less competition. Build an indirect go-to-market strategy when direct sales won't scale: Rather than pursuing expensive direct sales to thousands of small subcontractors, Constrafor sold to large general contractors at low margins to access their 300-400 subcontractors at once. This created a distribution channel that would have been impossible to build through traditional sales methods. B2B founders should identify intermediaries or platforms that can provide access to their true target customers at scale. Recognize product-market fit through pattern recognition: Anwar knew they had achieved product-market fit when they reached customer number 10-12 requesting exactly the same thing. "We didn't have to kind of study this whole thing from scratch as if we were dealing with it for the first time." B2B founders should look for the moment when customer requests become predictable and solutions become repeatable rather than focusing solely on revenue metrics. Prioritize sales team development over marketing in B2B: Constrafor crossed $1 million in annual revenue before building a marketing team, instead focusing on sales team structure and product-led lead generation. "We've tried to build out the product to generate the leads as opposed to having to rely on marketing for warming up the leads." B2B founders should consider whether their resources are better invested in sales infrastructure and product virality before traditional marketing efforts. Leverage unique data assets for thought leadership: With 25% market penetration, Constrafor began providing industry insights on insurance pricing, material costs, and project pipelines. This data-driven approach to content creation established them as a trusted voice in construction. B2B founders should identify unique data they collect through their platform and use these insights to build authority rather than creating generic educational content.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Connectbase is transforming how service providers buy and sell connectivity in what founder Ben Edmond calls "the connected world" - a massive $1.6 trillion industry that powers our entire digital infrastructure. With $70 million in funding, Connectbase serves 427+ service providers including 82% of the global Gartner Magic Quadrant, creating the ecosystem fabric that connects data centers, towers, fiber networks, and the thousands of providers that deliver connectivity services. In a recent episode of Category Visionaries, we sat down with Ben Edmond, CEO and Founder of Connectbase, to learn about the company's journey from solving Excel spreadsheet chaos to building the digital backbone for an entire industry. Topics Discussed:  Connectbase's rapid path from MVP to $1M ARR in 14 months without initial funding The three-layer architecture of the "connected world" industry ecosystem Building "location truth" as a core positioning strategy to unify fragmented data Evolving from "friends of Ben" sales approach to scalable go-to-market systems The strategic shift from product-focused selling to brand-driven market education Critical lessons from selling to wrong customers and wasting time on bright shiny objects Creating "categories of one" versus competing in crowded red ocean markets The 17 times rule for effective communication and message penetration in complex industries GTM Lessons For B2B Founders: Ship fast when you deeply understand the customer problem: Ben launched Connectbase's first product just six months after starting the company, reaching $1M ARR 14 months later without initial funding. This speed was possible because he had lived the industry pain for years at companies like MCI. "I understood the problem very well," Ben explains. B2B founders with deep domain expertise should leverage that knowledge to move quickly from problem to solution rather than over-engineering initial products or getting trapped in endless customer discovery cycles. Resist the bright shiny object customer trap at all costs: Ben's biggest mistake was selling to consultants, real estate companies, and other customers outside his core ICP who seemed interested but weren't sustainable. "Selling to the wrong customers would probably be the number one thing," he reflects. "It's pretty easy for lots of people to deliver one time value and then move on, but it's not very valuable really focusing on customers that are going to get durable long term value and you're aligned to accelerating, supporting and uniquely positioned to help." B2B founders should resist revenue from customers outside their ideal customer profile, even when cash flow is tight, and focus exclusively on customers where they can deliver repeatable, long-term value. Time brand investment strategically around behavior change requirements: Around year three, Ben realized Connectbase needed to shift from direct sales to brand building because they were "fundamentally changing behavior and behavior is hard to change." The insight: when your solution requires market education and behavior modification, brand investment becomes more valuable than incremental sales tactics. B2B founders should time this transition carefully - after achieving product-market fit with core customers but before growth stalls due to market education barriers. Apply the "17 times rule" for message penetration in complex markets: Ben developed what he calls the "17 times rule" for market education: "If I don't say the same thing 17 times, you know, very confident that the words are not going to be completely understood and actioned on. But if I do, I'm going to get my point across and be relevant in positioning." This applies to both internal teams and external market positioning. B2B founders in complex industries should systematically track how many times key positioning concepts have been reinforced across all channels and customer touchpoints. Create categories of one by focusing on unique ecosystem positioning: Instead of competing in the crowded $35 billion telecom software space, Ben positioned Connectbase as the only "ecosystem fabric with location truth" for service providers. "I like categories of one instead of categories of many," he explains. B2B founders should identify unique positioning that combines multiple capabilities or approaches in ways competitors cannot easily replicate, rather than trying to be incrementally better at existing category definitions. Build revenue-focused marketing DNA from the foundation: Ben insists on hiring marketers who view themselves as part of the revenue engine, not just lead generators. "Vanity metrics, don't pay anyone's payroll. So you know, really focus on people that have a belief that marketing is part of the revenue engine and an important critical part and driving, you know, the marketing mix to get to close one customers and upsells and long term relationships." B2B founders should establish revenue accountability for all marketing hires and avoid the trap of optimizing for engagement metrics that don't drive business outcomes. Treat fundraising as partnership selection, not capital acquisition: Ben approaches investor selection "almost like getting married" - focusing on partners who understand the industry and can provide strategic value beyond capital. "Find the partners that actually understand your space that you operate in, be choosy, and partners that are going to, you know, help you move forward. Because business is hard... you want people in the corner with a belief and a set of skills and capabilities that are going to elevate you, challenge you, and make you better." B2B founders should prioritize investor expertise and long-term support over valuations, especially when building in specialized or complex industries.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Digit Software is transforming how manufacturers and distributors manage their operations through what they call a "system of progress" - an AI-powered alternative to traditional ERP systems. With $3.3 million in funding, Digit targets the 87% of U.S. companies with fewer than 50 employees who have been locked out of expensive legacy ERP systems. In this episode of Category Visionaries, we sat down with Dan Koukol, CEO and Co-founder of Digit, to explore how his decade of consulting experience and hands-on CEO role at a manufacturing company shaped his vision for modernizing business operations software. Topics Discussed: Why ERP systems have remained frozen in time while other software categories evolved Digit's unique "framework-first" approach versus traditional module-based systems The company's successful turnaround of Prodigy Disc as proof of concept Creating a new category called "systems of progress" instead of competing in ERP Leveraging Reddit and AI search for B2B vertical SaaS marketing Building a marketing team of two that generates significant leverage through AI tools The beachhead strategy focusing on distributors and light manufacturers GTM Lessons For B2B Founders: Turn operational experience into category insight: Dan's decade of consulting for 100+ manufacturers and distributors, plus his hands-on CEO experience at Prodigy Disc, gave him unique insights that pure tech founders lack. He explains, "I can tell you if you're a manufacturer, you probably have a workbench that, you know, you have old inventory shelf and some plywood over it that you know, work on your tooling. Like we've been in the day to day, we've gotten our shoes dirty." B2B founders should deeply embed themselves in their target customers' daily operations to build authentic understanding and credibility. Create blue ocean through strategic language positioning: Rather than competing head-to-head in the crowded ERP market, Dan positioned Digit as a "system of progress" - deliberately avoiding ERP terminology with its negative connotations of being "slow, rigid, expensive." He notes, "Digit's not an ERP is kind of the framing. We are a system of progress for a system of action." B2B category creators should identify existing category baggage and create new language that reframes the conversation around their unique value proposition. Provide framework before features: Unlike traditional ERPs that "throw a bunch of modules at you and let you fend for yourself," Digit starts with a comprehensive framework showing companies exactly what they should be doing to succeed. Dan describes it as "a 10 by 10 grid like in Excel, where the hundred cells represent everything as a company you need to be doing to be great." B2B founders should lead with strategic guidance and frameworks rather than just feature sets, especially when targeting less sophisticated buyers. Leverage emerging channels for B2B vertical SaaS: Dan discovered that Reddit became one of their best lead generation engines, with communities around specific legacy systems where users complain "thread after thread." They use Reddit for both product development insights and lead generation. B2B founders should explore non-traditional channels where their target customers gather to discuss pain points, especially in vertical markets. Optimize for AI search alongside traditional SEO: Digit intentionally strategies to get mentioned across AI models like ChatGPT, Grok, and Gemini, using YC company tools to measure AI mention frequency. Dan explains they're "actively doing" this measurement on their internal scorecard. B2B founders should develop parallel strategies for traditional search and AI recommendation engines, as customer discovery patterns evolve. Build efficient teams through AI leverage: With just a two-person marketing team, Digit generates significant output using AI tools like Google's VO3 for video production and various automation tools for personalized messaging. Dan emphasizes how "revenue per employee, that metric is going way up" due to AI capabilities. B2B founders should prioritize AI-powered efficiency over headcount growth, especially in go-to-market functions.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

DermaSensor has developed the first FDA-cleared, AI-powered skin cancer detection device specifically designed for primary care physicians. After spending $27 million on R&D over eight years and conducting 15 clinical studies, the company received FDA clearance in January 2024. Using elastic scattering spectroscopy, the device analyzes cellular and subcellular structures in skin tissue—the same characteristics pathologists examine under microscopes—to provide objective skin cancer risk assessments in under 30 seconds. In this episode, CEO Cody Simmons shares the journey from Boston University research lab to commercial deployment across hundreds of medical practices. Topics Discussed: DermaSensor's eight-year development journey from 30-pound research devices to handheld commercial products The FDA clearance process requiring five pre-submission meetings and over 10,000 pages of documentation Strategic decision to target primary care physicians rather than dermatologists based on competitive intelligence Clinical validation showing device accuracy matches in-person dermatologist assessments Commercial launch strategy achieving coverage from major media outlets without a major PR firm Rapid adoption by hundreds of private practices within the first year post-clearance GTM Lessons For B2B Founders: Learn from competitive failures before choosing your market: Cody observed companies spending "literally hundreds of millions of dollars" targeting dermatologists with similar devices, only to see them "commercially immediately fizzled out" within 2-4 years. Dermatologists, being experts, were confident in their existing processes and questioned why they needed additional tools. This competitive intelligence led DermaSensor to target primary care physicians who welcomed objective second opinions. B2B founders should study why similar solutions failed in adjacent markets and identify underserved segments where their value proposition resonates more strongly. Align your commercial strategy with regulatory requirements years in advance: Cody emphasized that you must "align your plan like your commercial plan with your study" and your FDA indication for use, determining "who's actually approved to use the device for what purpose." This planning must happen years before approval since clinical studies are designed around the intended commercial application. B2B founders in regulated industries should work backwards from their go-to-market strategy when designing regulatory pathways, ensuring clinical evidence supports their target market and use cases. FDA clearance itself can be your biggest PR moment: DermaSensor achieved coverage on ABC, NBC, CBS, Fox, Forbes, Reuters, and Time Magazine's Best Inventions list primarily because "the FDA clearance itself was so big" for a first-in-class device addressing "the most common cancer." They worked with only an independent PR consultant, not a major firm. B2B founders should recognize that major regulatory milestones, especially for novel technologies, inherently generate media interest and plan their launch communications accordingly. Prioritize speed and simplicity when displacing manual processes: The device works in "less than 30 seconds" from pickup to result, addressing primary care physicians who previously had to rely on visual assessment with minimal dermatology training (only "two to four hours of training in medical school"). The combination of speed, objectivity, and ease of use made adoption attractive to non-specialists. B2B founders should design solutions that are dramatically faster and more accurate than existing manual processes, especially when targeting users who lack specialized expertise. Private practices adopt faster than health systems but both are essential: Cody noted that "private practices, because they make decisions so quickly" with "one or two doctors that run the practice" were able to rapidly adopt the technology. However, health systems provide validation and scale. The company focused on building "that whole ecosystem" where "health systems using a private practice, using it. Dermatologists are aware of it." B2B founders should sequence their go-to-market to capture quick wins from agile smaller customers while simultaneously pursuing enterprise accounts for long-term growth and market credibility.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Tera AI is pioneering a software-centric approach to robotics, moving away from traditional hardware-dominated solutions toward a unified operating system for robotic platforms. After raising $8 million and transitioning from insurance applications to robotics, the company is building what founder Tony Zhang envisions as "a general purpose operating system for robot platforms" powered by spatial foundation models. In this episode of Category Visionaries, Tony shares his journey from Google X to founding Tera AI, including hard-won lessons about market validation, customer discovery, and the critical importance of understanding buyer priorities. Topics Discussed: Tera AI's evolution from geospatial foundation models in insurance to robotics applications The challenges of customer discovery in regulated industries like insurance Tony's experience at Google X and the ChatGPT moment that sparked entrepreneurial action First Round's Product Market Fit program and structured customer discovery methodology The transition from hardware-centric to software-centric robotics architecture Fundraising strategies and developing instincts for investor feedback Building a team of top-tier AI researchers in a competitive talent market GTM Lessons For B2B Founders: Lead with priority validation, not pain discovery: Tony learned the hard way that not every pain point can be solved on a VC timeline. His breakthrough insight was asking upfront: "Tell me if this is one of your top three priorities. If not, tell me what are those three priorities." He discovered that many insurance prospects liked their solution but had more pressing infrastructure problems unrelated to AI. B2B founders should qualify buyer priorities before presenting solutions to avoid getting trapped in lengthy sales cycles for non-critical problems. Understand regulatory constraints early in enterprise markets: Tera AI spent nearly a year in insurance before realizing that regulatory barriers made technology adoption extremely difficult, regardless of product-market fit. Tony explains: "Because of the regulations in America, it is incredibly difficult for an insurer or carrier to adopt new technology, especially technology that was as new as the stuff that we were building." Founders entering regulated industries should map compliance requirements and adoption timelines before committing significant resources. Structure customer discovery to eliminate waste: Through First Round's PMF program, Tony discovered they were doing discovery calls inefficiently, often requiring multiple meetings with the same prospects. The key insight was asking the right qualifying questions upfront rather than leading with solutions. This approach eliminated unnecessary follow-up meetings and accelerated their discovery process by 5x. Founders should develop structured discovery frameworks with clear qualifying criteria before scaling outreach efforts. Market timing requires both technology readiness and buyer urgency: Tony's "ChatGPT moment" wasn't just about technological possibility—it was about recognizing the convergence of technical capability and market readiness. He emphasizes: "It wasn't too early, it wasn't too late." The key was understanding that spatial AI could finally deliver value that buyers were ready to adopt. Founders should evaluate both technical feasibility and market timing when deciding on startup opportunities. Attract talent with novel technical challenges, not just compensation: Despite intense competition for AI talent in Silicon Valley, Tera AI successfully recruits top researchers by offering genuinely innovative work. Tony explains: "We genuinely try to innovate across the entire stack. We build our own models, we build our own datasets, we can write papers on the things we're doing." They target researchers who are "bored to death by the LLM world" and want to work on groundbreaking spatial AI problems. B2B founders should differentiate their companies through technical novelty and research opportunities, not just competitive salaries.     //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM