Category Visionaries
Welcome to Category Visionaries — the show dedicated to uncovering the go-to-market journeys behind the world’s most exciting B2B tech startups. In each episode, we sit down with a visionary founder who’s not just building a company, but creating or redefining a category. We’ll explore how they identified their market opportunity, crafted their early GTM strategy, scaled traction, and navigated the challenges of building something truly new. If you’re a builder, marketer, or founder, this show is your backstage pass to the GTM blueprints powering category-defining companies. 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. 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
Episodes

Friday Mar 10, 2023
Friday Mar 10, 2023
In today's episode of Category Visionaries, we speak with Michel Tricot, CEO of Airbyte, an open source data integration platform that’s raised over $180 Million in funding, about how their open source, future-proof solution is helping businesses everywhere extract tangible value from the data they are all now producing. Developed over several years alongside an open source community of engineers, Airbyte have made sure they address real pain points for their partners by learning as much as possible about the problem space from those working right at the coal-face.
We also speak about why Michel believes the demise of the Bay Area startup sector has been greatly exaggerated, how his lifelong passion for data has carried through to all his big business decisions, why data now determines success for most businesses in the modern economy, and how building trust with customers in your industry is a great investment in future growth.
Topics Discussed:
Michel’s lifelong love of data, and how toys translated into cutting-edge software solutions
Moving to San Francisco, and why the ups-and-downs of investment cycles don’t change the fundamental innovation present in the Bay Area
Why collecting data is ultimately about getting a big-picture view of what’s going on, regardless of what sector you operate in
How Airbyte went about learning as much as possible about the problem space they were getting into before making any big decisions
Why Airbyte went with PLG, and managed to successfully leverage their community for great market growth
How the open-source success of Airbyte provides a model for other budding tech businesses to facilitate organic innovation both within and without
Favorite book:
High Output Management

Friday Mar 10, 2023
Friday Mar 10, 2023
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode of Category Visionaries, we speak with Kentaro Kawamori, CEO & Co-Founder of Persefoni, a climate disclosure and carbon management platform that’s raised over $114 Million in funding
Here are the most interesting points from our conversation:
Growing up in a German agricultural community, where sustainability has always been synonymous with scarcity
Kentaro’s career across the tech sector, from big enterprise players to the startup space
The driving forces behind better carbon reporting, from regulators on one side and government regulators on the other
Why carbon reporting remains really left behind when it comes to data integration, and how Persefoni is planning to change all that
The complexity of contemporary supply chains and the real-world limitations of carbon footprint reporting confronting most firms
Why Kentaro didn’t seek out typical Silicon Valley investors on board at the start of Persefoni’s journey
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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

Monday Mar 06, 2023
Monday Mar 06, 2023
In today's episode of Category Visionaries, we speak with Casey Rosenthal, CEO of Verica.
Topics Discussed:
Chaos engineering - what does it mean? Why is it so important and what impact can it have on an enterprise tech setup
Why more and more companies are seeking to add chaos engineering to their approach, and why it’s already popular in fintech
Why diversity is key for modern tech companies, driving better performance and ultimately more success
Continuous verification and the DevOps revolution - where does this new category stand in the story?
How harmonizing schedules between different departments can be a real challenge for a company looking to expand
Favorite book:
What Works: Gender Equality by Design

Saturday Mar 04, 2023
Saturday Mar 04, 2023
In today's episode of Category Visionaries, we speak with Ajay Kulkarni, CEO of Timescale, an open source time series SQL database that's raised over $180 Million in funding, about why, as computers get more powerful and data storage gets cheaper, the future of our digital transformation lies in better databases. With a market offering optimized for data intensive applications which capture large volumes of information for use in enterprise decision making, but faster, cheaper and better than current market offerings, Timescale is set to make a massive impact on the way data affects all of our daily lives.
We also speak about how perseverance kept Ajay in the startup space even after less than successful attempts at first, why he believes the success in any business is the grind, the pros and cons of starting a business during tough economic times, and how Timescale’s early PLG strategy was built on the strength of their community.
Topics Discussed:
Ajay’s first forays as a founder, and why he feels he learned a lot but never quite got the formula right until now
Why Ajay believes that when it comes to business success, there’s nothing more essential than the grind
The competitive aspect of a commercial enterprise, and why every founder needs a bit of faith in themselves and their idea
How constant development in the data collection and storage capacity of our devices makes better databases and essential tool for the economy of tomorrow
Why Timescale’s faster, cheaper, better model for data intensive applications is leaving the competition behind
How building a community helped give Timescale’s PLG strategy a head start
Favorite book:
The Alchemist: A Fable About Following Your Dream

Saturday Mar 04, 2023
Saturday Mar 04, 2023
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Clayton Wood, CEO of Picnic, a pizza tech company that's raised over $30 Million in funding.
Here are the most interesting points from our conversation:
Origin Story: Picnic started with a focus on automating food service, initially aiming to create a fully automated pizza truck, but soon focused on perfecting the pizza-making process.
Market Category: Picnic operates in the nascent field of food preparation automation, with a specific focus on pizza, leveraging their unique technology to cater to a broad range of pizza styles.
Customer Benefits: Picnic’s technology can produce 130 pizzas per hour with less than 2% food waste, significantly reducing the industry average of 10-12%, translating to substantial cost savings for operators.
Labor Challenges: The pizza industry faces chronic labor shortages and high turnover, and Picnic’s automation addresses these issues by improving productivity and consistency without needing to increase staff.
Adoption Hurdles: Educating the market and overcoming the skepticism towards new technology are major challenges. Picnic focuses on early adopters and operators willing to innovate.
Future Vision: While currently focused on pizza, Picnic’s technology is adaptable to other foods, potentially revolutionizing other segments of the food service industry in the future.
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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

Saturday Mar 04, 2023
Saturday Mar 04, 2023
In today's episode of Category Visionaries, we speak with Ethan Aaron, CEO of Portable, an extract, transform and loading data platform that’s raised over $3 million in funding, about why bespoke-built data solutions are mission critical for so many businesses these days, and how Portable’s streamlined, seamless software is helping people get a grip on the insights they really need. With a range of solutions ready to plug in and go already available for clients and the capacity to quickly innovate and integrate systems for extremely specific needs, Portable is making a space for itself in a saturated data ecosystem, and their client testimonials speak for themselves.
We also speak about the years Ethan had spent working in data, the legacy of entrepreneurship in his family background, exactly how the ETL pain points were identified and why alleviating them is such a profitable opportunity, and why Portable is determined to keep the focus on their customers, rather than obsessing about how much capital they can raise.
Topics Discussed:
Ethan’s years in the data economy, and how the investment environment has changed over the years
How Ethan’s entrepreneurial family helped inspire him to get into the startup space
The ETL model, and why a singe simple acronym is helping redefine companies’ relationships with their data
How Portable found themselves in an independent market niche, and how their unique product offering keeps them a class apart from the competition
Why building-out bespoke solutions is an invaluable asset for a company promising critical insights on complex data
Why a focus on funding comes second to keeping customer satisfaction as a priority for Portable
Favorite book:
The Art of Narrative Psychiatry: Stories of Strength and Meaning

Thursday Mar 02, 2023
Thursday Mar 02, 2023
In today's episode of Category Visionaries, we speak with Gabino Roche, CEO of Saphyre, a pre-trade onboarding platform that’s raised over $19 Million in funding, about why it’s time to break the siloed system keeping pre-trade separate, and develop a more streamline, reliable trading infrastructure to make sure every transactions lands where it should. By targeting the pre-trade silo of financial services, Saphyre functions like a rosetta stone for different departments and institutions, creating digital memory around trades to make sure everyone knows exactly what’s going on.
We also speak about Gabino’s many years in the space between financial services and software product offerings, what he learned from working closely with some of the world’s largest banking institutions, how two failed startups helped deliver lessons he took on to Saphyre, why revenue has always been central to the Saphyre business model, and why, when you don’t have a network to rely on, guerilla marketing strategies might be the best way to claim a share for yourself.
Topics Discussed:
Gabino’s career in the finance sector, developing software solutions for some of the world’s largest financial institutions
How the 2008 financial crisis revealed opportunities for innovative solutions to perennial finance problems
Why revenue generation is and always will be the key to successful adoption
The siloed system hamstringing successful trading, and why Saphyre chooses to target the pre-trade space specifically
Why trust will always be top of the list when it comes to expanding your market share, and how Saphyre works to build and reinforce it
How guerrilla marketing strategies might be the best option to claim a market share, especially if you lack the insider networks to get a jump start
Favorite book:
Never Eat Alone, Expanded and Updated: And Other Secrets to Success, One Relationship at a Time

Thursday Mar 02, 2023
Thursday Mar 02, 2023
In today's episode of Category Visionaries, we speak with Andrew Butt, CEO of Enable, a rebate management platform that’s raised over $156 Million in funding, about why the undervalued but high profit rebates and incentives in contemporary supply chains are in dire need of 21st-Century innovation, and how Enable is making it happen. Handling everything from helping rebate managers connect with the customers they need to providing cloud-based software solutions enabling people to get the most out of what’s available, Enable promises growth-driving, money-making mechanisms accessible to all.
We also speak about how a serendipitous encounter at a flying school helped lead Andrew to this underappreciated sector of the economy, why most modern firms still fail to make the most of rebates and incentives, how Enable is building a community, as well as a commercial product, and why you don’t always need to be a visionary inventor to create a whole new business category.
Topics Discussed:
How Andrew’s time spent building software for a flying school led him to a largely unnoticed business opportunity
Why rebates and incentives can be a significant growth driver in the modern supply-chains we all rely on
Why so many companies struggle to manage their rebates, and how Enable is helping them get on top of things
The reason why a combined cloud-networking solutions is the ideal offering to help drive win-win solutions in the incentives space
How Enable is creating a community, not just a commercially successful software product
Why Andrew believes you don’t have to be a visionary innovator to end up creating an entirely new category in the world of business
Favorite book:
Good to Great: Why Some Companies Make the Leap...And Others Don't

Tuesday Feb 28, 2023
Tuesday Feb 28, 2023
In today’s episode of Category Visionaries, we speak with John Milburn, CEO of Clear Skye, about his decades of experience in the enterprise software space, and why he found himself drawn back to security solutions with Clear Skye. Having identified shortcomings in the traditional approach to cybersecurity, focusing almost exclusively on the technology instead of the people and processes involved in making it work effectively, John is determined to make us rethink what cybersecurity means and do something genuinely different in an established market space.
Clear Skye is an identity governance and security solution built natively on ServiceNow that optimizes enterprise identity and risk management with a platform-first approach. The company provides workflow management, access requests, access review, and identity lifecycle management tools to a broad set of vertical markets. By leveraging an existing business platform, Clear Skye enables customers to reduce friction and IT hurdles, while improving workflows and user experience.
Topics Discussed:
Why John respects grind and hard work over talent and intelligence
Basic security hygiene and how so many companies get the fundamental aspects of security wrong
Identity and access governance as an established market category, and how Clear Skye is leading a transformation in the space
The enterprise technology sector’s problem with new solutions, and why focusing exclusively on technology misses critical components of security implementation
Why enterprise sales are the Clear Skye strategy for now, but PLG is coming soon as an important option for scaling brand impact
Pushing a new market category and why being first in the space can be a blessing
The challenge of transforming traditional budget owners, and pushing them towards truly innovative solutions
Favorite book:
Infinite Jest

Tuesday Feb 28, 2023
Tuesday Feb 28, 2023
In today's episode of Category Visionaries, we speak with Michael Corr, CEO of Duro Labs, a product life cycle management company that’s raised over $4 Million in funding, about why a stagnant hardware development sector has been left behind by the .com boom, and how Duro Labs is doing their bit to reduce the risk of innovation for everyone. By improving the way engineers working in different divisions create, enter and transfer their critical data, Duro facilitates automation in critical development cycles, giving people the time, space and resources to really do things differently.
We also speak about the reason why hardware has been neglected for so long, and the fundamental economics which have kept focus on innovation in the software space, how data entry is at the heart of the development process, and why by combining the strengths of software and human engineering means that Michael sees a bright future over the horizon for hardware.
Topics Discussed:
Michael’s engineering career, and how he let his love for building things bring him to the startup space
Stagnation in the hardware space and the economics of risk which have kept innovation largely confined to software
How data drove the .com boom and started a software renaissance, and what it can do for the hardware development economy
Why more and more companies are breaking down the walls between software and hardware solutions
How automation is helping build innovative feedback loops into the hardware product life cycle, and how Duro Labs is at the forefront of the process
Michael’s prediction of a bright future for hardware, and why many more young engineers are finding their way into the space