BUILDERS

Front Lines Media
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Welcome to BUILDERS — the show about how founders get new technology adopted. Each episode features a founder on the front lines of bringing new tech to market, sharing how they broke into their industry, earned early believers, built credibility, and unlocked real technology adoption. BUILDERS is part of a network of 20 industry-specific shows with a library of 1,200+ founder interviews conducted over the past three years. For the full network, visit FrontLines.io. Brought to you by:  www.FrontLines.io/FounderLedGrowth — Founder-led Growth as a Service. Launch your own podcast that drives thought leadership, demand, and most importantly, revenue.

  1. How Voxel collapsed implementation time from months to 14 days| Vernon O'Donnell

    1시간 전

    How Voxel collapsed implementation time from months to 14 days| Vernon O'Donnell

    Voxel applies computer vision AI to industrial workplace safety, tackling a $100-180 billion annual problem in the US alone. Vernon O'Donnell joined as CEO two years ago facing a company with strong Carnegie Mellon-trained technical talent but a fundamentally broken go-to-market motion. The founding team had pursued an insurance carrier-led channel strategy that seemed logical but created systematic distrust with end customers. Vernon's transformation—shifting to direct enterprise sales, moving upmarket, and obsessing over 14-20 day implementation cycles—drove 50% of customers to expand. In this conversation, Vernon shares the specific pivots he made, why he believes technical differentiation has flattened dramatically in the AI era, and his hard-earned philosophy that founders who cite Henry Ford's "faster horse" quote simply aren't listening carefully enough. Topics Discussed: The $100-180 billion industrial safety problem and why labor shortages amplify injury impact  Marrying deep technical AI talent with certified safety professionals who've operated in industrial environments  The fatal flaw in insurance-led channel strategies: starting from a position of customer distrust  Vernon's three-part transformation: talent changes, direct enterprise motion, upmarket focus  Collapsing time-to-value from concept to live results in 14-20 days Why "proliferation of use cases" loses to "excellence in core delivery"  The death of technical moats in an era of accessible VLMs and AI coding tools  Distribution as delivery: preparing for thousands of locations before winning the  Fortune 50 account Expanding from safety intelligence to broader industrial intelligence and robotics optimization GTM Lessons For B2B Founders: Move fast on talent misalignment—severance generosity buys speed: When Vernon transformed Voxel's GTM, he made rapid talent changes while paying fair severance packages without negotiation. His logic: "Why quibble over the margins when you have a bigger problem to solve from a transformation perspective." Enterprise sellers require different skills than partner/channel sellers. Once you know the motion needs to change, talent misalignment won't self-correct. Pay people with dignity and move immediately—the speed gain far exceeds severance costs. Insurance-led channels fail when customers fear data sharing: Voxel's initial insurance carrier/broker strategy targeted high-claim customers—logical since they have measurable pain. The execution flaw: companies refuse to share operational data with insurance providers, and the relationship starts from inherent distrust. Vernon kept carriers as validation partners (proving ROI) but built direct sales motion instead. For founders: channel strategies only work when the partner genuinely accelerates trust and access, not when they create structural friction with end buyers. Deal complexity doesn't scale with company size—value prop does: Vernon discovered selling AI to mid-market versus enterprise involves identical complexity—long sales cycles, multiple stakeholders, technical validation. But enterprise deals offered dramatically larger TAM with same effort. He moved upmarket immediately. The key insight: if your product's inherent complexity creates a natural sales motion floor (multi-month cycles, technical proof), you're already equipped for enterprise. Don't artificially constrain yourself to smaller customers just because you're early stage. 14-20 day time-to-value beats feature breadth: Early Voxel prioritized expanding AI pattern recognition—more use cases, more risks detected. Impressive in demos, but customers care about speed to actual results. Vernon redirected engineering to "friction reduction," getting customers from kickoff to live recommendations in 14-20 days (including algorithm training on their specific environment). This "excellence in the thing that we do well" drove their 50% expansion rate. Implementation speed compounds—fast wins build internal champions who drive expansion. The "faster horse" excuse reveals founders who aren't listening: Vernon challenges founders who cite Henry Ford to justify ignoring customers: "Those things are what arrogant founders tell themselves." His reframe: Ford listened perfectly—customers said "I need point A to B faster." Ford just synthesized the underlying problem (speed) rather than the literal solution (horse). Same with Steve Jobs hearing "tech is too complicated" and building iPhone simplicity. Vernon learned this painfully with a difficult sports tech customer whose "prickly" tone obscured genuinely valuable product feedback. The discipline: extract the core problem from noisy feature requests. Technical moats died ~2019—speed to customer value is the new defensibility: Vernon's contrarian take: "I don't fundamentally believe in technical moats anymore. I think that is 2018 thinking." VLMs, AI coding tools, and accessible compute flattened technical differentiation. You still need excellent engineers, but winning on "best technical product" alone guarantees failure. The new moats: speed to value, retained value through outcomes, and distribution capability (can you deploy to thousands of locations when you win a Fortune 50 account?). For AI companies specifically: purpose-built solutions beating a clear problem outperform general-purpose models searching for applications. // 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

    26분
  2. Why organic referrals drive 80% of Clockwise's growth after a decade of marketing experiments | Matt Martin

    1시간 전

    Why organic referrals drive 80% of Clockwise's growth after a decade of marketing experiments | Matt Martin

    Clockwise is pioneering intelligent time management for knowledge workers, addressing the fundamental constraint that limits all knowledge work organizations: how teams allocate their most finite resource. Founded in 2016, the company has spent a decade solving the problem of calendar inefficiency and meeting overload that fragments productive time. In a recent episode of BUILDERS, we sat down with Matt Martin, Co-Founder & CEO of Clockwise, to learn about the company's journey from a three-year build cycle to serving major software organizations through a product-led growth motion, the strategic decisions behind targeting software engineers as their wedge market, and why the time management problem remains largely unsolved despite being obvious to anyone who's worked in a large organization. Topics Discussed Why time remains the primary economic constraint in knowledge work despite a decade of tooling evolution The three-year pre-launch build period and deliberate four-year path to monetization Targeting software engineers as the wedge: ROI clarity in heads-down time versus meeting-heavy roles The graveyard of calendar productivity startups: UI-focused plays, consumer pivots, and buyer/user misalignment Transitioning from pure PLG to blended motion with enterprise inbound and pilot programs The stubborn reality of organic growth: why referrals dominate despite extensive channel experimentation Building toward AI-powered personalized time agents that embrace individual complexity GTM Lessons For B2B Founders Validate distribution mechanics before optimizing for revenue: Clockwise tracked 1,400 weekly active users as the trigger to open public beta—not because of the absolute number, but because it proved their core hypothesis: users would penetrate organizations via calendar access, recruit additional users through network effects, and those new users would retain despite an imperfect product. Matt's insight: "The number isn't really as important as what it was a proof point of—that we thought the distribution elements actually had legs." For PLG companies, demonstrate your viral loops function at small scale before investing in growth infrastructure. The ICP decision matters less than execution speed: Matt admits they "spent a lot of cycles being like should it be software engineering, should it not? Does that pigeonhole us?" after already knowing engineers were the obvious choice. The lesson from a decade later: "You just got to find your wedge and move and that was the wedge that we understood." Type-A founders tend to overindex on first-principles analysis when the answer is already evident. Choose the market segment where you have authentic problem understanding and clear ROI translation, then execute rather than deliberate. Three failure modes define the calendar productivity graveyard: Matt outlines specific patterns: (1) Building superior calendar UI while ignoring that platform owners (Google, Microsoft) have insurmountable distribution advantages and IT buyers asking "why do I need another calendar when I already bought one?", (2) Focusing on consumer markets where people are "really s****y at valuing their time and unwilling to spend on it" after being trained by free tools, (3) Optimizing solely for end users or buyers instead of threading the needle between both. The constraint for VC-scale businesses: "Microsoft and Google often won't move into something until it's a proven market...they're not going to get out of bed in the morning for something that's under a $10 billion opportunity." Delayed monetization paradoxically builds enterprise trust: When Clockwise finally introduced paywalls after four years, Matt expected stakeholder backlash and account churn. Instead: "Users felt more confident that we weren't just stealing their data...we had a lot of objection, people thought we were just going to steal their data and sell it." Enterprise buyers welcomed formal security agreements. The timing calculation: monetize late enough that product value is unquestionable and viral loops are proven, but recognize that a clear business model resolves the "what's the catch?" skepticism that plagues free enterprise tools. Paywall placement is the highest-leverage PLG optimization: Matt describes the critical balance: "Getting people in and hooked and habit formation early enough such that they're not going to churn when you ask them for money, but not so late that you never get the opportunity to ask or push them." Clockwise has iterated multiple times on this lever because it directly governs the size of your monetizable pond. The strategic framing: PLG creates a user base to "fish out of" where sales does inbound conversion rather than pure outbound—but the paywall determines pond depth versus conversion rate. Organic growth dominance should reshape your entire marketing allocation: After extensive experimentation across LinkedIn campaigns, influencer co-marketing, referral programs, and various channels, Matt's conclusion: "Our bread and butter is still that organic distribution...we just see that organic growth and personal referral to be the most prominent thing that gets us more business." His candid assessment: "I would pay much more to have somebody refer and talk to us with five friends than for some influencer on Instagram to say that Clockwise is the next best thing." When organic channels produce disproportionate results, the strategic move is enabling and accelerating those mechanics rather than forcing paid acquisition parity. Platform constraints reveal longer windows than founders expect: Matt spent the first 2-3 years worried about Microsoft and Google entering the space because the opportunity seemed obvious. A decade later, the incumbents still haven't moved aggressively because "their primary barrier is just getting people to actually put time in [Outlook Calendar]—and that is so foreign to me that I couldn't conceive of it at the start." Working at Salesforce created a distorted view where everyone lives in their calendar; the mass market reality is entirely different. This creates a longer runway for startups operating in "obvious" spaces adjacent to massive platforms—if you're solving for sophisticated users while the platform optimizes for adoption at scale. // 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

    26분
  3. How hema.to uses clinical evidence as their core marketing strategy in healthcare AI | Karsten Miermans

    20시간 전

    How hema.to uses clinical evidence as their core marketing strategy in healthcare AI | Karsten Miermans

    hema.to is building AI-powered diagnostic infrastructure for cytometry—a specialized area of laboratory medicine analyzing immune system data to detect blood cancers like leukemia and lymphoma. Unlike radiology or pathology where AI solutions are abundant, cytometry has remained largely untouched by the AI wave, creating both opportunity and isolation for the Munich-based company. In a recent episode of BUILDERS, we sat down with Karsten Miermans, CEO at hema.to GmbH, to discuss why they're deliberately keeping sales founder-led despite having paying customers, how South America became an unexpected beachhead market, and what it actually means to build infrastructure versus point solutions in healthcare. Topics Discussed:  From consulting project to venture-backed company: recognizing scalability in hindsight  The workflow integration problem killing healthcare AI implementations  Infrastructure versus technology: why healthcare AI isn't just about the algorithm  Learning ideal customer profile after 18 months of being "all over the place"  Why South America's governance structure enables faster adoption than the US  Resisting the urge to hire sales before achieving true repeatability  The 10-year vision: shifting from "watch and wait" to "predict and prevent" in immune disease GTM Lessons For B2B Founders: Pattern matching fails when you're an outsider—budget 18+ months to find your beachhead: Karsten assumed every application of their diagnostic method was the same and spent a year and a half "blue eyed" (naively optimistic) before identifying their true ICP. The outsider advantage lets you reimagine workflows insiders can't, but you'll incorrectly assume transferability across use cases. Don't expect repeatability in year one when entering regulated, workflow-dependent markets. Infrastructure requires multi-stakeholder orchestration—resource for enterprise complexity from day one: Karsten distinguishes technology (point solutions, single users) from infrastructure (shared resources requiring data exchange and workflow integration). In healthcare, this means integration into hospital systems, databases, and electronic health records across multiple stakeholders. "Every sale becomes enterprise sales" even for individual labs because of this infrastructure requirement. Founders building horizontal platforms should model sales cycles and resource requirements as enterprise from the start, regardless of deal size. Your ICP is cognitively overloaded—they won't understand your category innovation: Doctors are "under so much pressure that they just don't have any cognitive capacity left" to philosophically evaluate why AI might be difficult to implement or how infrastructure differs from technology. They need problems solved within their existing mental models. Skip the category education. Frame everything as workflow enhancement, not innovation. Let sophistication emerge through implementation, not pitch decks. Revenue doesn't equal repeatability—know when you're still in discovery mode: Despite having paying customers, Karsten explicitly states "we're not at product-market fit yet" because they're "discovering and learning things with every new laboratory hospital" around data privacy, integration, and AI deployment. The PMF signal isn't customer count or revenue—it's when the process becomes predictable, customers refer others, and you stop discovering new requirements. Hiring sales before this point scales complexity, not revenue. Regulatory friction determines market sequencing, not just market size: US governance complexity turns every deal into heavy enterprise sales with "many stakeholders," while South America proved "much more willing to move with fewer processes," making them "just much faster to adopt innovative technology." This wasn't strategy—Karsten's CTO speaks Spanish through a personal connection. But the lesson transfers: for infrastructure plays in regulated markets, test adoption velocity in lower-governance environments first to build proof points, even if TAM looks smaller on paper. In healthcare, marketing is clinical evidence—customer success creates your GTM flywheel: Karsten spends minimal time on marketing because beyond the first 5-10 users, doctors "want to see clinical evidence, they want to see papers, they want to see maybe that a friend of theirs is using it." Marketing in healthcare isn't content or demand gen—it's peer validation and published proof. Founders should structure early customer engagements to generate this evidence, not just revenue. The "marketing sales flywheel really does kick in much more once you have product market fit" because PMF enables the evidence generation required for 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

    19분
  4. How Dextall builds trust in construction | Aurimas Sabulis

    21시간 전

    How Dextall builds trust in construction | Aurimas Sabulis

    Dextall is attacking a structural inefficiency in construction: the 3-year design coordination cycle that precedes every mid-rise building, combined with the chaotic on-site execution that follows. Founded by Aurimas Sabulis after years running a commercial window company and witnessing construction site dysfunction firsthand, Dextall is building what Aurimas calls a "prefab operating system"—software that connects architectural design directly to factory production of building exteriors. In a market where less than 1% of U.S. mid-rise projects use prefab (versus 75% in Scandinavia), Dextall is bridging the 3-4 year gap between design inception and approved drawings while manufacturing building components that arrive on-site as "Lego blocks." In this episode, Aurimas shares the hard lessons learned from building in construction's unforgiving risk environment. Topics Discussed: Targeting the 6-40 story sweet spot: steel, concrete, and mass timber construction where prefab delivers maximum value (below 6 stories is wood frame; above 40 enters different glass-box typology) The reality of U.S. prefab penetration: 99% of projects in Dextall's pipeline would go traditional route without them Why the physical product stayed constant from day one while software took multiple failed iterations The expensive lesson: building software that goes from design to fabrication in one day, only to learn architects rejected it because it removed their design control Evolving from 2D drawings to 3D renderings to animations to physical two-story mock-ups—and why customers only "got it" after seeing real completed buildings Launching a separate SaaS division for architects that independently generates value while creating 90% backend efficiency when connected to Dextall's manufacturing The three-to-five-year vision: prompt-engineered buildings with real-time cost, carbon footprint, and feasibility feedback GTM Lessons For B2B Founders: Domain credibility is your entry ticket in risk-averse industries: Aurimas's first customers came because he had "street credibility"—a track record of delivering complex, large-scale window projects. In construction, healthcare, and other industries where failure has severe consequences, founders without domain experience face insurmountable trust barriers. If you're building in these markets without industry background, your co-founder or first hires must bring that credibility, or you'll burn years trying to earn it. Proof velocity matters more than proof perfection: Dextall moved from 9-story buildings to 40-story projects by stacking proof points, not by waiting to debut with a showcase project. Each successful delivery de-risked the next larger bet. Founders should optimize for proof velocity—getting the smallest viable validation that enables the next larger commitment—rather than trying to land the trophy customer that "proves everything." Physical businesses require physical proof—budget accordingly: Dextall built multiple two-story physical mock-ups and actual buildings before customers truly understood their value proposition, despite having sophisticated 3D animations. Aurimas noted customers kept claiming they understood, then asking the same questions until they could physically see and touch completed work. If you're building in construction, manufacturing, or industrial sectors, your CAC will include physical demonstration costs that software founders never face. Budget 3-5x what you think you'll need for mock-ups and proofs of concept. Workflow disruption fails when you remove user agency: Dextall's software could compress 3-4 years of design coordination into one day—a 1000x improvement. Architects rejected it because it was "too heavy" and removed their control over design. The team had to rebuild to let architects control design while Dextall's system handled the backend connection to manufacturing. When your "better way" requires users to surrender control or change how they think about their craft, you're not selling efficiency—you're selling identity change, which rarely works. Find the integration layer that adds value without displacing existing agency. In mature industries, selectively challenge the status quo: Aurimas explicitly asks "is this fight worth fighting?" when Dextall encounters resistance to their approach. They focus on 3-4 nuances at a time rather than attempting to fix all 100 industry problems. When pushback happens, they evaluate whether to press the issue or "build deeper trench within the customer base" first, then return to that battle later. Founders tackling established industries should map their battles, not just their product roadmap—identify which conventions are essential to challenge for your value prop, and which can wait until you have more market power. Bridge disconnected systems rather than optimizing endpoints: The construction industry has sophisticated design tools (AI-powered generative design) and manufacturers (though often Excel-based). Dextall's differentiation is connecting these two worlds—architects can design freely, and their designs automatically translate to manufacturing specifications with real-time costing and feasibility. Many mature industries have this pattern: advanced front-end tools, capable back-end production, but manual/broken handoffs between them. The integration layer often provides more defensible value than improving either endpoint. Layer software distribution onto enterprise sales once you have proof: Dextall spent years doing "old school" enterprise sales—cold calling developers, lunch-and-learns with architects, bringing customers to job sites. Only after building credibility and understanding architect workflows are they launching SaaS for architectural firms. The software creates independent value for architects while generating 90% backend efficiency for Dextall when connected. Founders in hybrid businesses should resist the temptation to lead with software distribution before proving the full value chain works—but actively build toward that transition. // 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

    24분
  5. How Empathy landed 9 of the top 10 US life insurance carriers | Ron Gura

    1일 전

    How Empathy landed 9 of the top 10 US life insurance carriers | Ron Gura

    Empathy is pioneering bereavement care as an enterprise benefit, transforming how employers and financial institutions support employees during life's most challenging transitions. Working with 9 of the top 10 life insurance carriers in the US and Canada—covering over 40 million people—Empathy created a new category by combining grief support with practical logistics like probate navigation, account deactivation, and estate settlement. In a recent episode of BUILDERS, we sat down with Ron Gura, Co-Founder & CEO of Empathy, to learn how the company went from testing five verticals simultaneously to dominating life insurance, then leveraged the group life/employer overlap to expand into employee benefits. Topics Discussed: Testing five enterprise verticals simultaneously to find product-market fit Landing New York Life through their venture arm and innovation team Why life insurance carriers need to be risk-averse (and how to work with that reality) The strategic overlap between group life insurance and employee benefits Investing in brand at seed stage when your barrier to entry is psychological aversion Navigating dual audiences: decision-makers in their workday versus end users in crisis Expanding from loss to adjacent life transitions like disability leave and estate planning GTM Lessons For B2B Founders: Run parallel vertical tests with focus constraints, not sequential exploration: Ron identified 10+ potential verticals but intentionally tested exactly five simultaneously—hospices, funeral homes, employers, and two others before life insurance emerged as the winner at position five. This parallel testing with artificial constraints forces prioritization while dramatically compressing time-to-insight. Sequential testing would have meant potentially cycling through five failed pilots before discovering their strongest market. B2B founders with horizontal platforms should pick their top 3-5 verticals and run focused pilots in parallel, accepting that this burns more resources upfront but eliminates the risk of quitting before finding your wedge. Map the ecosystem overlap between buyer personas before choosing your wedge: Empathy's expansion from life insurance to employers wasn't growth strategy—it was recognizing an architectural reality. Half their carriers sell group life, meaning MetLife doesn't sell to consumers at metlife.com but exclusively to employer groups. When Amanda at Paramount loses her sister (not covered by insurance), she calls Paramount HR. When her husband dies (covered by MetLife group policy), the beneficiary calls MetLife. Same end user, two different enterprise entry points into the same moment. B2B founders should map these triangular relationships before choosing their wedge vertical. The question isn't just "who has budget?" but "who else touches this user in adjacent contexts?" Brand investment at seed stage is product strategy when fighting cognitive aversion: Ron's insight: "The barrier to entry isn't regulatory and isn't technology. It's us humans trying really hard not to think about our own mortality." This isn't a marketing problem—it's a fundamental go-to-market blocker. The company made what most would consider Series A investments (premium domain, design system, tone/voice framework) at seed stage specifically because brand reduces psychological friction to adoption. Contrast this with Monday.com starting as "daPulse" and rebranding years into success. B2B founders addressing taboo topics (death, mental health, financial distress, relationship issues) should model brand as a core distribution lever, not post-PMF polish. In deeply human categories, buyer's lived experience is your demo: Enterprise buyers at Citibank, MetLife, or Google aren't experiencing crisis during the sales cycle—they're evaluating ROI in their normal workday. But as Ron noted, "Everyone we're talking to...they're humans. They have parents, they had loss, they went through probate." The most common response after seeing the product: "Damn, I wish you called me a few months ago. I needed this a year ago with my mom." This turns product demo into personal recognition. B2B founders in universal human experience categories (caregiving, bereavement, parental leave, financial stress) should structure discovery and demo to activate buyer's memory of their own experience, not just their budget authority. Category creation is a resource-attraction strategy that trades speed for competitive exposure: Ron explicitly acknowledged: "There's pros and cons to defining a category. It's helpful when you attract resources, talent, capital. It also creates very fertile ground for a number two sympathy.com to come along and learn from this podcast...what to go after." Category leadership accelerates recruiting and fundraising by providing narrative clarity, but it simultaneously publishes your playbook. Every hiring blog post, podcast appearance, and positioning document teaches future competitors which verticals to target and which to avoid. B2B founders should treat category creation as a conscious bet: trade competitive opacity for talent/capital velocity. If you're not ready to defend your position, stay in stealth longer. Bridge new categories to existing budget lines through analogous benefits: When entering new verticals beyond life insurance, Ron doesn't educate from zero. With employers, he positions bereavement care alongside caregiving solutions, fertility programs, and parental leave: "This is a life transition happening in my own intimate house. Just like a new baby. I have new duties now." This isn't metaphor—it's budget mapping. Bereavement care gets evaluated against existing family benefits spending, not created from scratch. B2B founders in new categories should identify which existing line item their solution logically extends, then structure ROI narratives around reallocation, not net-new budget creation. // 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

    16분
  6. How Ridepanda landed Amazon and Google by repositioning within existing commuter benefit budgets | Chinmay Malaviya

    3일 전

    How Ridepanda landed Amazon and Google by repositioning within existing commuter benefit budgets | Chinmay Malaviya

    Ridepanda turned the failed unit economics of shared micro-mobility into a viable B2B model by eliminating operational costs that drove Lime's per-minute pricing from $0.15 to $0.55. After working at Lime and seeing firsthand why rebalancing, charging, vandalism, and theft made profitability impossible, Co-founder Chinmay Malaviya built a subscription model where employers subsidize personal e-bikes and scooters for employees. The insight: commuting is planned travel with validated enterprise budgets already allocated to parking, shuttles, and transit. Ridepanda now works with Amazon, Google, and County of San Mateo, achieving 5-15% employee adoption—triple San Francisco's 2-4% bike commute rate—with 85% being net-new riders who've never regularly used bikes or scooters before. Topics Discussed: Why shared micro-mobility's cost structure (rebalancing, charging, vandalism) made $0.55/minute pricing inevitable Targeting enterprise transportation teams versus mid-market HR benefits buyers as distinct ICPs Subscription economics: $50-$250/month with employer subsidies only triggering on employee sign-ups Converting non-riders to daily commuters: 85% adoption from people who previously didn't bike/scooter Enterprise-first strategy: going where dedicated teams and budgets already exist for employee transportation Vertical expansion into manufacturing, law firms, hospitals, and universities GTM Lessons For B2B Founders: Target existing budget holders, not net-new spending: Enterprises already fund parking facilities, shuttle services, van pools, and commuter benefits through dedicated transportation and facilities teams. Ridepanda didn't create a new expense category—they repositioned within existing line items. This meant selling to buyers with validated pain, allocated budget, and quarterly goals tied to employee transportation. When entering established markets, map where your solution fits in current spending patterns rather than forcing buyers to carve out new budget. Structure pricing to eliminate perceived risk: The subsidy only applies when an employee signs up—there's no upfront commitment or wasted spend on unused capacity. This removed the enterprise objection of "why am I paying when I'm not getting anything." For a new category where adoption rates are unproven, usage-based pricing aligned incentives and made pilots trivial to approve. When selling unproven solutions, architect your commercial model so the buyer's risk scales linearly with actual utilization. Segment ICP by buyer motivation, not just company size: Enterprise buyers (transportation/facilities teams) optimize for modal shift, carbon reduction, and getting employees out of single-occupancy vehicles. Mid-market buyers (HR/benefits managers) optimize for return-to-office adoption, wellness metrics, and benefits competitiveness. Same product, completely different value props and sales conversations. Don't assume company size determines buyer psychology—map the org chart to understand who owns the problem and what they're measured on. Attack broken unit economics, not just user experience: Lime's pricing increase from $0.15 to $0.55 per minute wasn't greed—it was fundamental business model failure. Shared services require rebalancing fleets, charging distributed assets, and absorbing vandalism/theft losses. Personal ownership via subscription eliminated every operational cost that made shared mobility unprofitable. When incumbents are struggling financially despite strong demand, the opportunity isn't better execution—it's a structural model shift. Prove behavior change at enterprise scale, not just product-market fit: Achieving 5-15% employee adoption when the city baseline is 2-4% demonstrates that subsidized access plus personal ownership drives 3x penetration. More critically, 42% daily usage from an 85% net-new rider base proves the model creates new commuting behavior rather than capturing existing cyclists. Enterprise buyers focused on emissions and modal shift care about conversion metrics, not vanity usage numbers. Define the transformation metric that proves you're changing behavior systemically, not incrementally. // 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

    19분
  7. How Palla Financial navigates selling to banks with no standard buyer: from remittance teams to CEOs | Enrique Perezalonso

    3일 전

    How Palla Financial navigates selling to banks with no standard buyer: from remittance teams to CEOs | Enrique Perezalonso

    The cross-border payments market remains stubbornly difficult despite billions in venture capital and countless smart founders attacking the problem. The core challenge isn't technology—it's economics. Western Union's margins weren't exploitative greed; they reflected the brutal reality of cash distribution networks, compliance infrastructure, and dual-country regulatory overhead. Palla Financial cracked this by inverting the entire model: instead of fighting for expensive US-based senders, they partnered with Latin American banks to let recipients pull funds. This approach taps into the world's largest remittance corridor ($160+ billion annually flowing from the US to Latin America) while sidestepping the customer acquisition bloodbath. In this episode, Enrique Perezalonso, CEO of Palla Financial, breaks down why recipient-driven payments eliminate distribution costs, how they rebuilt their product three times based on bank feedback, and why the "no CAC" embedded model still requires massive partner investment to actually work. Topics Discussed: Why cross-border payments remain broken: dual-country regulations, cash distribution economics, and two-sided transaction complexity The shift from cash-based infrastructure to digital rails and its impact on unit economics Palla's pull-based model: embedding payment requests inside bank apps to flip sender/recipient dynamics Revenue mechanics: $3 consumer fees, FX markup economics, and interchange/revenue sharing with bank partners The buy-vs-build calculus for banks and why a Central American banking group returned after a four-year internal build attempt Creating a new category and watching competitors attempt to copy the embedded approach Selling into banks with no standardized buyer: navigating from remittance teams to CEOs depending on organizational maturity The reality of "indirect" CAC: why embedded distribution still requires heavy investment in partner success Implementation failures and the shift from hands-off best practices to consultative partner enablement GTM Lessons For B2B Founders: Flip expensive distribution by attacking the other side of the transaction: While competitors burned cash acquiring US-based senders in saturated corridors (US-Mexico, US-India), Palla partnered with recipient-side banks in Latin America. Banks gained deposits, interchange revenue, and digital channel differentiation without building infrastructure. The lesson isn't just "find cheaper distribution"—it's recognizing that two-sided markets have two potential wedges, and the less obvious side may offer superior economics and strategic positioning. Target buyers who already tried and failed to build: A Central American banking group spent nine months evaluating Palla, decided to build internally, then returned four years later. This wasn't poor execution—it was competing priorities, lack of scale economics, and the reality that cross-border payments isn't their core business. The strongest signal for partnership readiness isn't interest, it's previous build attempts that stalled. These buyers understand the problem deeply and won't need convincing on value. "Embedded" and "no CAC" are myths without massive partner investment: Palla initially provided best practice guides and light coaching, assuming banks would naturally drive adoption. They saw "lackluster results" until they became "more and more hands-on," shifting to consultative implementation with proper incentive design and accountability frameworks. The volume business requires scale, and scale requires active partner management. Budget for partner success resources as if you're hiring an implementation consulting team, not just doing integrations. Use speed to rebuild the product in real-time with customers: The product Palla launched bears little resemblance to their original vision. They rebuilt features "hand in hand" with bank partners, leveraging their advantage over large competitors: no bureaucracy, hunger to make it work, and speed. This isn't about "customer feedback"—it's about treating early partners as co-developers and having the discipline to throw away your original roadmap when partners show you what actually solves their problem. Extreme focus means saying no to everything adjacent: Palla deliberately limits themselves to "two or three products" all within cross-border payments, explicitly avoiding cross-sell opportunities and adjacent revenue streams. Enrique notes this is both their moat and "a potential pitfall" when opportunities multiply with success. The discipline isn't about focus when you're struggling—it's about maintaining focus when growth creates endless plausible expansions. Each "yes" to something new is a "no" to deepening your core advantage. // 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

    23분
  8. How Telo Trucks avoided the failure pattern that killed 60+ automotive startups in the last 40 years | Jason Marks

    6일 전

    How Telo Trucks avoided the failure pattern that killed 60+ automotive startups in the last 40 years | Jason Marks

    Telo Trucks is reimagining the American pickup for dense urban environments. With over 13,000 reservations and plans to deliver their first vehicles in 2026, Telo is tackling one of the hardest challenges in business: starting an automotive company. In a recent episode of BUILDERS, I sat down with Jason Marks, CEO & Founder of Telo Trucks, to learn about the company's journey from building electric motorcycles to creating a mini truck that's 152 inches long—shorter than a Mini Cooper—but delivers the bed capacity of a full-size pickup. Topics Discussed: Pivoting from electric motorcycles to mini trucks after weekend street research revealed 89% preference for trucks Solving the safety engineering challenge of vehicles with no front overhang and minimal crumple zones Reaching unit profitability at 5,000 vehicles before attempting volume manufacturing Dual go-to-market strategy serving both urban consumers and commercial fleets replacing golf cart + truck combinations Navigating overlapping regulatory jurisdictions: NHTSA, EPA, CARB, IIHS, IICAR, and functional safety standards Running 100 virtual crash simulations daily using automated AI tools to accelerate safety validation Learning from 60+ failed automotive startups that rushed to high-volume manufacturing without proving fundamentals GTM Lessons For B2B Founders: Compress customer validation into concentrated research sprints: Jason spent one weekend conducting street interviews across LA and San Francisco—hitting sidewalks, motorcycle meetups, and car meets with concept drawings. 89% of respondents, including dedicated motorcyclists, pointed to the mini truck concept over the motorcycle Telo was building. This wasn't survey data or focus groups—it was showing drawings to real buyers in target markets and asking direct questions. B2B founders should design rapid validation sprints that test core assumptions with target buyers in their natural environment before significant capital deployment. Pivot immediately when validation data is definitive: Telo was in final partner meetings for their motorcycle fundraise when weekend research proved trucks were the opportunity. On Monday morning, they opened the VC call with "Stop. Before you say anything, we're pivoting 100% to mini trucks." The investors called back two hours later and committed. The lesson isn't just willingness to pivot—it's having the conviction to act on clear data even when it disrupts active processes. B2B founders should establish decision thresholds: what percentage of target customers pointing to a different problem would trigger a strategy change? Reverse-engineer failure patterns in your category: Jason systematically studied the 60+ automotive startup failures and identified the core pattern: raising massive capital ($100M-$1B+) created pressure to sprint toward high-volume manufacturing before proving unit economics or even delivering vehicles. Telo's counterstrategy is explicit: achieve unit profitability at 5,000 vehicles using one-tenth the capital of predecessors. This isn't generic "learn from failures"—it's forensic analysis of what killed companies and designing operational constraints that make those failure modes impossible. B2B founders should map the 5-10 companies that died in their category, identify the 2-3 recurring failure patterns, and build those constraints into their operational model. Announce vision publicly to surface latent demand: Telo launched with a full-size foam and fiberglass vehicle model in June 2023 targeting urban consumers. Commercial buyers—downtown construction companies, wineries doing urban delivery, city parks departments—immediately contacted them. These buyers were spending $80,000 combining golf carts for site work with full-size trucks for materials, creating maintenance nightmares. They needed one platform replacing both. B2B founders shouldn't just build in stealth—strategic public announcements surface buyer segments and use cases you didn't model, especially when your product solves problems in adjacent categories. Define unit economics constraints, then cascade all decisions from them: Telo's entire strategy works backward from one milestone: unit profitability at 5,000 vehicles. This constraint cascades: pricing structure, component COGS targets, manufacturing approach (low-volume vs. high-volume tooling), distribution model (direct vs. dealer), insurance program design. Every functional area has targets derived from the profitability constraint. B2B founders should identify their critical economics milestone, then explicitly cascade what must be true across pricing, CAC, gross margin, and operational efficiency to hit it—before building the go-to-market motion. // 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

    25분
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Welcome to BUILDERS — the show about how founders get new technology adopted. Each episode features a founder on the front lines of bringing new tech to market, sharing how they broke into their industry, earned early believers, built credibility, and unlocked real technology adoption. BUILDERS is part of a network of 20 industry-specific shows with a library of 1,200+ founder interviews conducted over the past three years. For the full network, visit FrontLines.io. Brought to you by:  www.FrontLines.io/FounderLedGrowth — Founder-led Growth as a Service. Launch your own podcast that drives thought leadership, demand, and most importantly, revenue.

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