Startups Decoded

• S2E2: Own the Audience or Lose the Game. Nick Humphreys - Linktree.

  Send us a textAlgorithms are wringing creators dry. In this inspiring S2 episode, Linktree co-founder & CCO Nick Humphreys ($167M raised; 70M+ users) lays out the new playbook: AI that amplifies your voice, owning your audience over chasing vanity metrics, and revenue that holds when the feed goes quiet. If you’re rebuilding your 2025 content stack, start here.Subscribe nowNick Humphreys is the Co-Founder and Chief Creative Officer of Linktree, one of the world’s fastest-growing tech platforms enabling creators, brands, and businesses to connect their audiences to everything they offer, on one simple, customizable page. With a background in digital strategy and design, Nick has been instrumental in shaping Linktree’s distinctive brand and product experience, used by over 50 million users globally.Launched in 2016, Linktree pioneered the “link in bio” category, transforming how people share content and monetize their presence online. From musicians and creators to global enterprises, Linktree empowers users to unify their digital ecosystem with clarity, creativity, and control. Linktree has raised approximately $167 million USD in total across its funding rounds.Chapters00:00 Introduction to Linktree and Its Impact01:52 The Early Days of Linktree06:19 Navigating the Startup Landscape11:03 Product Evolution and User Insights17:12 Understanding User Needs and Prioritization21:05 Monetization Strategies and Future Directions25:24 Navigating Audience Ownership and Monetization26:50 Adapting to Rapid Changes in Content Creation29:12 Integrating New Tools for Growth31:12 Balancing Functionality and User Experience34:18 The Future of Content Management Systems38:21 Insights for Founders on Using LinktreeMusic Credit:"Neptuno" - Phondupe (Album: Onykia)TakeawaysLinktree started as a solution to a problem for musicians.The evolution of Linktree's product has been driven by user feedback.Understanding the user base is crucial for product development.Linktree serves a diverse range of users, from celebrities to local businesses.Prioritizing features for a broad audience is a constant challenge.Monetization and audience ownership are key focuses for Linktree.The future of content creation is rapidly changing with new platforms.Linktree's growth has led to significant user engagement.Marketing principles for founders include understanding audience behavior.Linktree aims to be a gateway for creators to grow their audience.Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comSupport the show

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• S2E1: How Billion-Dollar Companies Get Built. Mike Jones - Liquid Death, Dollar Shave Club, Science Inc.

  Send us a textIn the Season 2 opener of Startups Decoded, host Andy Walsh sits down with Mike Jones, General Partner at Science Inc., the venture studio and fund behind household names like Dollar Shave Club, Liquid Death, and PlayVS.With more than $1.3 billion in exits and angel investments including Scopely, GoodReads, and Maker Studios, Mike has seen what separates billion-dollar companies from the ones that stall out.From his early days founding Userplane, CEO of MySpace, to building Science into one of the most successful venture studios in the world, Mike shares the hard truths about brand, product, team dynamics, and the role of instinct versus data. This episode dives into how breakout companies really get built, the future of venture studios in a world transformed by AI, and why some startups endure while most fade.If you want a candid look at what it takes to scale a company that actually lasts, this conversation is a must-listen.Mike JonesMike Jones is the General Partner of Science Inc., the venture fund and studio behind brands like Dollar Shave Club, Liquid Death, and PlayVS. Since launching Science in 2011, Mike has led it to over $1.3 billion in exits, shaping household names through a unique blend of venture investment and hands-on company building.Science Inc.Fund, develop, and advise companies focused on solving the everyday problems of modern living. Science is a unique platform where talent, resources, and financing are brought together in a bid to nurture and develop ideas, arm emerging businesses with the strategy, expertise, and capital they need to grow, and to transform existing internet ventures, injecting them with new talent and innovation.Music Credit:"Neptuno" - Phondupe (Album: Onykia)TakeawaysMike Jones emphasizes the non-linear paths of entrepreneurs.The importance of technology shifts in creating business opportunities.Venture studios aim for long-term growth rather than immediate profits.Successful brands like Dollar Shave Club leverage strong narratives.Building a great product is essential for customer retention.AI is transforming the way businesses are built and marketed.Investors expect comprehensive business plans and prototypes.Team dynamics are crucial for the success of startups.Data-driven insights enhance investment decisions.The future of entrepreneurship is intertwined with AI advancements.Chapters00:00 Introduction to Venture Studios and Mike Jones01:07 Mike's Entrepreneurial Journey and Market Trends04:17 The Evolution of Business Models and Acquisition Trends06:35 Building Brands: Dollar Shave Club's Success Story10:04 Creating Cult Brands: The Liquid Death Approach12:50 Balancing Brand and Product Quality14:56 Understanding the Venture Studio Model18:12 Team Structure and Co-Founders in Startups21:04 Fundraising Strategies and External Investment22:33 Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comSupport the show

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• Ep#33: The Real Cost of Venture Capital in the AI Era - Joseph Lee.

  Send us a textIn this episode of Startups Decoded, I sit down with Joseph Lee, founder and CEO of Supademo, to talk about the real founder’s journey behind raising capital and the tradeoffs that come with it. Joseph shares how past experiences with over-capitalization shaped the way he thinks about growth today, and why staying true to vision matters more than chasing VC expectations.We dig into what it means to build on your own terms: scaling with AI, defining success beyond vanity metrics, and keeping customers at the center of the story. For any founder navigating fundraising or rethinking their growth playbook, this conversation offers a candid blueprint for balancing capital, conviction, and clarity.Joseph LeeJoseph Lee is the Co-Founder and CEO of Supademo, an AI-powered platform revolutionizing how teams create and share interactive product demos. Since its inception in April 2023, Supademo has empowered over 50,000 professionals in marketing, sales, and customer success to enhance product adoption and close more deals.A serial entrepreneur with a passion for building zero-to-one products, Joseph has been creating since the age of 15. His approach emphasizes organic growth, community engagement, and delivering tangible value. Under his leadership, Supademo has achieved significant milestones, including being recognized as G2’s #5 fastest-growing software product in 2025.Joseph is also a Forbes 30 Under 30 honoree and a Techstars alum. He actively shares insights on startup growth, product development, and founder experiences through his personal LinkedIn and Twitter profiles.SupademoSupademo is an AI-powered platform that helps teams create high-converting interactive product demos in minutes, without code or design work. Used by over 60,000 professionals across sales, marketing, and customer success, Supademo enables faster onboarding, higher product adoption, and more effective storytelling through intuitive, step-by-step walkthroughs. With features like dynamic personalization, AI-generated voiceovers, multi-language support, and advanced analytics, it’s become a go-to tool for modern teams looking to scale product education and conversion without relying on traditional video or live demos.Music Credit:"Neptuno" - Phondupe (Album: Onykia)TakeawaysFundraising comes with expectations and pressure to deliver results.Choosing the right VC partner is crucial for long-term success.Money is readily available, but value beyond capital is essential.Understanding cash flow and growth metrics is vital for startups.Customer empathy and support can build strong relationships.Regular updates to customers can enhance engagement and trust.AI tools can significantly improve workflow and efficiency.The core problems startups solve remain relevant over time.Salespeople have limitations; automation can scale outreach.Building a relationship with investors is akin to a marriage.Chapters00:00 The FoundeForget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comSupport the show

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• Ep#32: A Logo is Decoration. A Brand Is Survival. Startups Fail When They Ignore It. With Malcolm Buick.

  Send us a textIn this episode of Startups Decoded, host Andy Walsh sits down with Malcolm Buick, Partner & Chief Creative Officer at Athletics and a seasoned creative director, to unpack how design drives startup growth. From his journey through music and branding to building global identities for brands like IBM, Nike, Google Chrome, Major League Soccer, and MoMA, Malcolm explores how storytelling, community, and culture shape lasting companies.Great startups don’t just build products, they build meaning. Malcolm reveals how founders can turn design into a strategic advantage: expressing vision, earning trust, and scaling smarter. The conversation highlights the importance of authenticity, flexibility in brand systems, and creating collaborative environments that bring a brand to life.Too often, founders underinvest in design early on. This episode reframes design as a growth lever, helping startups tell better stories, attract the right users, and build cultures that endure.Malcolm BuickMalcolm Buick is a seasoned creative director and partner at Athletics, a Brooklyn-based brand studio. With over 25 years of experience in design and branding, his career began in London during the mid-1990s, focusing on music branding. He later moved to Burlington, Vermont, to serve as Creative Lead at JDK, where he contributed to evolving Burton Snowboards into a global lifestyle brand. Subsequently, he became Creative Director at the renowned branding agency Wolff Olins in New York. Since joining Athletics in 2014, Malcolm has led major projects for clients including IBM, Nike, MLS, and MoMA.AthleticsAthletics is a Brooklyn-based brand studio that transforms opportunity into beautifully usable identities, websites, and tools. Guided by a shared reverence for purposeful design, we partner with ambitious organizations—from startups to global icons—to build brands that are as strategic as they are striking.Music Credit: "Neptuno" - Phondupe (Album: Onykia)TakeawaysMalcolm Buick emphasizes the importance of instinct and energy in branding.Good branding reflects the DNA of a brand and its people.Branding should be purposeful, not just decorative.Authenticity is key; customers can sense when a brand is genuine.A living, breathing identity is essential for modern brands.The process of brand development should involve listening and collaboration.Founders should focus on clarity over cleverness in their brand strategy.The art of conversation is crucial in the branding process.Flexibility in brand systems allows for adaptation to changing environments.Chapters00:00 Introduction to the Power of Brand06:51 The Influence of Music on Branding16:20 Building a Brand Brief for Founders23:18 The Process of Brand Development29:50 Adapting Brand Systems to Change37:21 Conclusion and Future of BrandingForget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comSupport the show

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• Ep#31: Your Digital Strategy Is Already Obsolete! Here’s How to Fix It with Jay Erickson.

  Send us a textIn this episode of Startups Decoded, Andy Walsh sits down with Jay Erickson, Chief Innovation Officer and co-founder of Modus, to explore why most digital strategies are already outdated, and how to fix them.They dive into emergent strategy: a flexible, human-centered approach to navigating today’s breakneck pace of change. Drawing on systems thinking, design, and culture, Jay shares how resilient teams can adapt in real time, address bias, and build strategies that evolve as fast as the world around us.Jay EricksonJay Erickson is a digital strategist, product leader, and purpose-driven entrepreneur with over 20 years of experience guiding organizations through innovation and transformation. As Chief Innovation Officer and co-founder of Modus, he brings a human-centered approach to digital strategy, helping mission-driven companies design impactful products and experiences. Jay is passionate about ethical innovation, team culture, and using technology as a force for good.Modus DigitalModus is a global digital consultancy that partners with organizations to unlock growth through innovation, strategy, and design. With expertise across product development, UX, engineering, and transformation, Modus helps companies—from ambitious startups to Fortune 500s—build digital experiences that matter. The firm is known for its collaborative, purpose-led approach and commitment to delivering lasting impact in complex environments.TakeawaysDigital strategy must evolve rapidly due to technological changes.Design thinking is a timeless framework for innovation.Understanding human behavior is crucial in digital product design.SMBs face unique challenges compared to larger corporations.Organizations are shifting from hierarchical to complex systems.Emergent strategy allows for adaptability in uncertain environments.Building a resilient team culture is essential for success.Generalists bring valuable skills to modern teams.Addressing unconscious bias improves decision-making processes.Transparency fosters a collaborative and innovative work environment.Chapters00:00 Introduction to Digital Strategy Evolution01:06 Jay's Journey: From Computer Science to Digital Innovation06:19 The Shift from Web 1.0 to Web 2.008:02 Design Thinking: A Framework for Digital Strategy11:59 Understanding Human Behavior in Digital Products13:49 Challenges for SMBs vs. Large Corporations15:44 The Shift from Hierarchical to Complex Systems19:00 Emergent Strategy: Adapting to Change21:32 Nimble Product Development in a Fast-Paced World24:57 Building a Resilient Team Culture29:04 The Importance of Generalists in Modern Teams30:30 Addressing Unconscious Bias in Decision Making35:10 Creating a Safe and Transparent Work Environment39:50 Resources for Developing Digital Strategy46:04 Conclusion: Modus Digital and Client EngagementMusic Credit:"Forget what you know about non-alc beer, Heaps Normal is here to blow your mind. Aussie-made, purpose-driven, and built for founder life. Pick up a can in select Bay Area spots, including Whole Foods.HeapsNormal.comSupport the show

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