Startups Decoded

• 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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• Ep#30: Future-Proofing Products in 2025: Startup Lessons from Orgo’s Zoya Lehrer

  Send us a textSummaryIn this episode of Startups Decoded, host Andy Walsh speaks with Zoya Lehrer, founder of Orgo, about the challenges and opportunities in the startup landscape, particularly in the realm of product development and parenting logistics. Zoya shares her personal journey from immigrating to the U.S. to launching her business, which aims to streamline the logistics of youth sports for parents. The conversation delves into the importance of community feedback, the need for future-proofing products in a rapidly changing market, and the balance between innovation and consumer needs.Zoya Lehrer Zoya Lehrer is the co-founder and CEO of Orgo, a family scheduling and logistics app that helps busy households streamline calendars, travel, and coordination. Born in Ukraine and raised in Brooklyn after immigrating to the U.S. in 1993, she holds a Computer Science and IT degree from Rutgers University and spent 20+ years in executive roles in digital innovation, fintech partnerships, and strategic planning.Frustrated by the complexity of managing her own family’s schedule, Zoya built Orgo to combine calendar management, navigation, and communication in one seamless platform, reducing chaos and saving families time.About OrgoShort for “organization on the go”, Orgo is a mobile app for family time management, offering advanced calendar features, prep time tracking, travel estimates, and caregiver coordination. With smart notifications and turn-by-turn directions, it’s the “Waze for family schedules”, giving parents clarity, control, and peace of mind.TakeawaysZoya Lehrer immigrated from Ukraine and has a tech background.The challenges of parenting and sports logistics inspired Orgo.Orgo aims to simplify the logistics of youth sports for parents.Community feedback is crucial for product development.Future-proofing products is essential in a fast-paced market.Choosing the right technology stack is critical for scalability.AI integration should be approached cautiously and thoughtfully.Understanding consumer needs is vital for product success.Bootstrapping requires careful financial management and capital efficiency.Engaging with the community helps in refining the product.Music Credit: "Neptuno" - Phondupe (Album: Onykia)Chapters00:00 Introduction to Startups Decoded01:21 Zoya's Journey: From Ukraine to Entrepreneurship05:18 Identifying the Problem: The Challenge of Parenting and Sports08:10 Introducing Orgo: A Solution for Sports Parents11:55 The Importance of Logistics in Parenting15:55 Refactoring: Future-Proofing the Product20:34 Analyzing Current Tech Stacks and Future Needs23:25 Empowering Founders with New Tools27:27 Navigating the Challenges of New Technologies29:01 Understanding Consumer Needs in Product Development34:08 The Role of AI in Modern Startups39:08 Capital Efficiency and Budgeting Strategies45:28 Full end card - SD Podcast.mp4Support the show

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• Ep#29: The Post-Product Market Fit Playbook: Scaling, Systems, and Survival - with Adrian Fagerlund - Linkby

  Send us a textIn this episode of Startups Decoded, Andy Walsh sits down with Adrian Fagerlund, Co-Founder and CRO of Linkby, a performance PR platform connecting advertisers with premium publishers. They explore Adrian’s unconventional path, the evolution of content commerce, and the systems Linkby used to scale globally without breaking.From team building and capital efficiency to culture and market expansion, this is a practical playbook for the messy middle—what happens after product-market fit and before true scale.Adrian Fagerlund - LinkedInAdrian leads global growth and publisher partnerships at Linkby. With a background at Nine and Pedestrian.tv, he’s built a career at the intersection of media, affiliate innovation, and storytelling. A regular speaker at DealMaker AU and PI LIVE, Adrian is reshaping how brands and publishers collaborate.Linkby Linkby connects brands with top-tier publishers to create native, shoppable content—briefed in real-time, paid only on results. Trusted by over 1,500 brands and 250 publishers, Linkby turns product features into meaningful media moments, blending affiliate economics with brand storytelling.Music Credit: "Neptuno" - Phondupe (Album: Onykia)TakeawaysLinkby is a performance PR platform that connects advertisers with premium publishers.The platform allows brands to create tailored content that engages audiences effectively.Adrian's journey includes unconventional sales experiences and a strong partnership with co-founder Chris.Linkby started in Australia and has expanded to markets like the US and UK.The platform enables smaller brands to compete with larger advertisers by providing measurable results.Content creation should be engaging and tailored to the audience's preferences.The importance of building a strong company culture as the team grows.Diverse perspectives within the team lead to better innovation and problem-solving.Strategic use of capital is crucial for scaling and growth post-Series B.The future of content distribution will involve adapting to new mediums and maintaining trust. Chapters00:00 The Journey of a Founder02:28 Understanding Linkby's Value Proposition05:08 The Evolution of Content and Advertising08:10 Linkby's Impact on Different Business Sizes10:42 Navigating Growth and Market Expansion13:46 Best Practices for Using Linkby16:13 Funding and Scaling Challenges18:04 Strategic Planning for Capital Utilization22:53 Harnessing Generative Engine Optimization for Advertising25:58 Strategic Prioritization Post-Funding28:31 Building a Diverse and Talented Team31:37 Cultural Adaptation in a Global Team34:49 Fostering Innovation Through Open Communication37:12 The Future of Content Creation and Distribution42:58 Empowering Brands with Scalable SolutionsSupport the show

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• Ep#28: How Great Founders Build Trust: The Startup Advantage You Can’t Fake - David Homan

  Send us a textMost startup advice focuses on product, pitch, and traction. But there’s one skill that fuels them all: trusted relationships.In this episode of Startups Decoded, Andy Walsh sits down with David R. Homan, master connector, strategic advisor, and author of Orchestrating Connection, to explore how founders build the kind of trust that drives real outcomes.We cover:How to network with intent (not desperation)Why AI might make human connection stronger, not weakerHow to build a community that opens doors at scaleDavid shares the mindset shift that helped him grow a global network of 2,100+ founders, VCs, and family offices, and what most startup leaders get wrong about influence.Plus: Insights from his platform SOAR, and how to create value-driven asks that actually get answered.Preorder the book: [orchestratingconnection.com]David R. Homan – LinkedInDavid is the founder of Orchestrated Connecting and a trusted relationship broker to some of the world’s most influential leaders across business, media, philanthropy, and public policy. With a background in classical music, nonprofit leadership, and strategic advisory to family offices, startups, and impact funds, David helps people unlock transformative opportunities through curated, values-driven introductions rooted in trust and shared purpose.SHOW NOTESMusic Credit: "Neptuno" - Phondupe (Album: Onykia)In this conversation, David Homan shares his journey from being a musician to becoming a connector and community builder. He emphasizes the importance of building authentic relationships, resilience in the face of challenges, and the role of technology in facilitating connections. David discusses the principles of purposeful networking and how to navigate the complexities of human relationships in a world driven by social media and superficial interactions. He advocates for a mindset of generosity, curiosity, and vulnerability in networking, and highlights the significance of community in achieving personal and collective goals.Sound bites"I wanted to live a life without regret.""We all think we can just do that slam dunk.""The world works on introductions."Chapters00:00 The Journey of Connection06:22 Building Authentic Relationships11:48 The Power of Community and Tribe16:48 Resilience Through Adversity22:35 Navigating Morals in Networking25:25 The Reality of Startup Failures26:57 Building Trust and Authentic Connections29:20 The Importance of Vulnerability and Curiosity32:02 Honoring the Chain of Connections35:26 Creating Purposeful Communities39:08 Leveraging Technology for Meaningful Connections43:06 Key Principles for Networking SuccessExplore"The Currency of Trust: How Great Founders Build Unfair Advantages Through Relationships"“David Homan reveals how purpose-driven relationships, AI-enabled networks, and trust-based strategies fuel real startup growth.”Blog Recap “Why Founders Need to Master Relationship Building”“The Framework David Homan Uses to Vet Connections”“How to Use AI to Strengthen (Not Replace) Your Network”Support the show

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