Founder Facing

South Lamar Studios

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From Pre-Seed to the S&P, host Gus Joseph sits down with startup founders building exciting new businesses in all industries. From getting funding, allocating capital, hiring, customer acquisition, and marketing, we dive deep on all the most important decisions any founder makes on their journey to success.

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B2B Content Masterclass: Quality vs. quantity and the vanity metric trap with Melissa Garcia

The secret to content is all about knowing who you're talking to. In this episode of Founder Facing, I sit down with Melissa Garcia, Content Marketing Manager at DoControl, to break down what actually works in content marketing, how to measure real impact beyond vanity metrics, and why most founders are sabotaging their content with AI generated slop. We also dive into: Why brand awareness matters more than you think The vanity metrics trapQuality vs. quantity in contentThe problem solution approach to contentThe fragmented customer journey in 2025 Links: Connect with Melissa on LinkedIn Check out DoControl here

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Choosing the right Co-Founder with Aura Co-founders Purvi Goel & Gautam Madaan [007]

Finding the right co-founder is like choosing a business partner, a therapist, and a battle buddy—all in one. Get it right, and you’ve got an unstoppable duo. Get it wrong… well, let’s not go there. In this episode of Founder Facing, I sit down with Gautam Madaan and Purvi Goel, co-founders of Aura, to break down what actually matters when picking a co-founder, how they landed their first pilot customer without a sales background, and the reality of founder-led sales in the early days. We get into: How they divide responsibilities (and why 90% of a startup’s work is shared chaos) The messy process of landing their first customer—and why cold outreach wasn’t enough Why trust beats experience when choosing a co-founder What really goes into hiring your first team member The role of marketing, partnerships, and content in their growth strategy If you’re building a startup, trying to scale, or just wondering what makes a great co-founder relationship work, this one’s packed with insights. Links: Connect with Purvi & Gautam on LinkedIn Purvi: https://www.linkedin.com/in/purvimgoel/ Gautam: https://www.linkedin.com/in/gautammadaan/ Learn more about Aura: ⁠get-aura.com

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Find Your Niche - How AMTIL is REVOLUTIONIZING Aerospace Education [006]

In this episode of Founder Facing, I sit down with Josh Wall, founder of AMTIL, to discuss how his company is revolutionizing aviation training with virtual reality. Josh shares his journey of identifying gaps in traditional education systems and leveraging cutting-edge technology to create a hands-on, scalable solution for aircraft mechanics. We explore the challenges of introducing VR into the aviation industry, the importance of gamified learning, and the role of personal experience in designing impactful tools. Josh also reflects on adapting to feedback, breaking into high-demand trades, and aligning his vision with the shifting cultural narrative around vocational education. Links: • Follow Josh on LinkedIn • Learn more about AMTIL

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Matt Toresco on Breaking into Healthcare as a Startup with Patient Advocacy and Personal Branding [005]

In this episode of Founder Facing, I sit down with Matt Toresco, founder of Archo Advocacy Group, to discuss how he built a business that bridges the gap between pharmaceutical companies and patient communities. With years of experience in the healthcare industry, Matt dives deep into actionable strategies for founders looking to differentiate themselves, nurture relationships, and establish authority in their markets. We explore Matt’s approach to building a value proposition rooted in personal authenticity rather than price, his insights into hiring the right talent for small businesses, and the importance of transparency and mentorship in creating a high-performing team. Matt shares his innovative “Pest Analysis” method—a tool for staying ahead of industry trends—and breaks down why consistent, educational content is essential for nurturing long-term customer relationships. This episode also covers the challenges of navigating seasonal sales cycles, managing cash flow in a startup, and setting up scalable processes for sustainable growth. Whether you’re a founder or business leader, Matt’s advice on balancing short-term wins with long-term strategy will leave you inspired and ready to take action. Links: Follow Matt on LinkedIn Learn more about Archo Advocacy Group: Website | LinkedIn

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Building a Better Checking Account with Vie Co-Founder Jake Bass [004]

In this episode of Founder Facing, I sit down with Jake Bass, Co-Founder of Vie, to dive into his journey of building a fintech startup that is rethinking the boring, useless checking account. Jake shares his experiences navigating pre-seed funding, working toward a $2M term sheet, and building trust with customers in the heavily regulated financial services space. We discuss how Jake balances educating customers on a complex product while scaling his business, why founder-led sales are a non-negotiable in the early days, and the importance of hiring scrappy, adaptable team members who thrive in a startup environment. Gus' Links: Follow Gus on LinkedIn Need content for your startup? We can help. Jake's Links: Follow Jake on LinkedIn Get educated, retire sooner with Vie

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Building (Inc) your personal brand with Matthew Schneider [003]

In today’s episode of Founder Facing, I sit down with Matthew Schneider, founder of Building Inc., a platform focused on data management and tokenization for commercial real estate. Matthew shares how he’s bridging the gap between traditional industries and cutting-edge technology while bootstrapping his business. We explore his approach to marketing and specifically, the importance of building a strong personal brand. How he's leveraged both content and in-person events to both grow his personal brand, and grow his network. Matthew breaks down how he uses LinkedIn to create consistent touchpoints, attract the right audience, and position himself as a thought leader—all without a huge marketing budget. Links: ⁠Learn more about Building Inc. here⁠ ⁠Connect with Matthew on LinkedIn⁠

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Cercles: A Home for Digital Nomads & Remote Workers with Ahmad Mansour [002]

In today’s episode of Founder Facing, we’re live in Austin, Texas, with Ahmad Mansour, founder of Cercles. Ahmad shares his journey from the spark that ignited Cercles —a platform rethinking home-sharing and subletting for remote workers—to its upcoming launch. We dive into the evolving needs of digital nomads & remote workers, the complex landscape of mid-term rentals, and the importance of community and connection in a transient lifestyle. Ahmad explains how Cercles addresses key pain points: fair pricing, trust, and creating a home away from home for like-minded travelers. Links: Learn more about Cercles here Connect with Ahmad on LinkedIn

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Customer Acquisition & The Future of Prospecting with Ryan O'Hara [001]

Today we're joined by Ryan O'Hara, Founder & CEO of Pitchfire, a platform revolutionizing the way you prospect, pitch, and close deals with new customers. Ryan was previously the VP of Growth & Marketing at LeadIQ through their $30m Series B round. In our conversation, we dig into the changes happening in prospecting and cold outreach, the value of content and personal branding for Founders, and why he thinks "Startup Karma" is a simple way to create opportunities for your startup. Links: Learn more about Pitchfire here Follow Ryan on LinkedIn

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٨ حلقة

From Pre-Seed to the S&P, host Gus Joseph sits down with startup founders building exciting new businesses in all industries. From getting funding, allocating capital, hiring, customer acquisition, and marketing, we dive deep on all the most important decisions any founder makes on their journey to success.

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South Lamar Studios
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Founder Facing