You’re Doing Growth Wrong Podcast
For startup founders and marketers ready to
stop learning about growth the hard way
Survivorship bias is real. And trying to translate other people’s success into tactics does not always work out. Instead of breaking down what has worked for others, get tips from B2B SaaS experts that have helped dozens of startups solve common early-stage and growth stage startup challenges and thrive.
![[S2E5] Practical Guide to Wynter Messaging Tests](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1747226672649-1AU6KQD4RIGSNSIIQLGW/Solo_episode_cover.png)
If you want to use Wynter for optimizing your website messaging, this episode is for you. I break down how I set up tests to validate copy before launch, explore messaging for new audiences, and make sure my clients’ homepage copy speaks to their target customers. I share tips on prepping your pages, what questions to focus on, and how to actually analyze the results to find blind spots and boost conversions.
![[S2E4] How to: message testing on a budget](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1744221834434-TF0URFQBJNYQPPMKQNHK/alex_atkins_cover_image.png)
Alex Atkins, VP of Marketing at Sturdy, walks us through the process of continuously optimizing the homepage variations by combining message testing, reaching out to target ICPs for feedback, and (sometimes) asking for help.
In this episode:
How Sturdy messaging changed with the rise of "AI-powered" messaging everywhere
How Alex combined outreach and running messaging test
His approach to increasing messaging stickiness without sacrificing clarity
![[S2E3] How to: positioning](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1742493000706-NG82ZT4YFEM2AFCDG03N/S2E3_Josh+Garofalo_COver+Image.png)
Before you start building a category of one (please don’t), listen to this conversation about positioning against incumbents. It’ll save you a lot of sweat and tears.
In this episode:
How B2B buyers think about shopping (hint: they don’t think it’s fun)
What startups can do to go against “big guys” and win
Examples of great positioning in the wild
![[S2E2] How to find winning angles for your competitor pages](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1740671619617-YYWZU1UAQOHY3RDFNTIC/YDGW_S2E2.png)
Competitor comparison pages are a must-have for every startup that’s ready to grow. Or are they?
In this episode:
When startups should consider building competitor comparison pages
How to think about framing the conversation
How competitor research can help with future differentiation and product development
Pros and cons of 2 popular frameworks: “Us vs everybody else” and “Why we’re better than {X}”
![[S2E1] How to make research (like JTBD) a part of your company’s business processes with Eric White, ponder*](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1739463855416-52VCO2K3A62DVPIX2OWX/Eric_White_Cover_Image.png)
![[S1E6] Katie Deloso: “Don’t sell them, just listen to them”](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1715775983206-ZFEMHVKO6WZV4W3UAD49/s1e6_katie_deloso.png)
![[S1E5] Diane Wiredu, Lion Words: Not everyone gets to be the Liquid Death of B2B SaaS — and that’s OK.](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1713973205124-O9LRCFXRLVPHZ8PWKJ2K/s1e5_diane_lion_words_cover_image.png)
There can be no converting copy without messaging, and there’s no messaging without figuring out your positioning first. But how do they all work together – and how do storytelling and brand voice fit in?
![[S1E4] Alan Albert: “We tend to think our first ideas are the best ones, and we run with them. But sometimes they're not the best ideas.”](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1712317041820-7REKYWD6VBAVE0XF7BK3/S1E4_Alan_Albert.png)
On confidence, finding the best ideas, and running interviews that dig deep into customers’ “why”
![[S1E3] Talking about (most common) early-stage startup mistakes with Lucy Heskins. Because nobody should have to *cry in marketing* alone](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1710334587500-CKPRUSWGG9J1GP3HM5M9/lucy_episode_cover.png)
Content and copy are frequently treated as separate skillsets, and sometimes content gets broken down even further by channel, fragmenting messaging and making it hard to align on how to talk about the brand, the product, and its benefits.
But what if instead we treated all of the content, from ads to knowledge base articles, as one ecosystem?
This is how Erika Kramarik and Daniel Prindii approach this task in their work. In our conversation, they’ll take us behind the scenes of helping Omnivore (now acquired and shut down) go from speaking predominantly to early adopters start attracting, converting, and retaining early majority users.