That was our challenge at GBTA, the largest business travel event in the U.S. Our company, Mesh, was there to show how we're reinventing travel & expense management - but with a modest booth tucked away in the corner, we knew we had to think big.

So we asked the one question that kickstarts every great campaign:

What is the story we want to tell in this event?

Our answer: Mesh is the future of T&E.

As we are bringing a modern platform to manage companies travel & expense, it was clear to us that we need to come with Mesh being the future of how T&E looks like.

And what better way to bring that to life than with the Delorean and Back to the Future theme into this?

✨ Outside the Convention Center

We found a Delorean owner in Atlanta, hired an actress to play Doc Brown’s sidekick, wrapped the car in Mesh magnets, and hit the road. They drove around hotel zones and event entrances, turning heads and drawing crowds before attendees even stepped foot inside.

🚗 Inside the Booth

We brought the theme full circle with a Delorean-inspired booth experience.

Here’s the twist:
We gave away “Unlock the future of T&E” - literal keychains handed out by the Delorean crew outside, each stamped with our booth number.

Attendees came to our booth to try unlocking the Delorean door for a chance to win cool prizes.
The energy was contagious. People lined up. Photos flooded social. And our tiny booth became a buzz-worthy stop.

🛬 Starting Before They Landed

To top it all off, we didn’t wait for attendees to get to the venue. We met them at the airport.

We booked a few well-placed airport billboards in Atlanta, teasing “The Future of Travel & Expense Starts Here” alongside the Delorean visual and the Mesh logo. No call to action - just curiosity.

It planted a seed before they even picked up their luggage.

So by the time they saw our Delorean driving around or a key in their hand, it all connected.

This wasn’t just a booth - it was a narrative.
From airport to hotel to show floor, we brought the future with us.

📈 The Results?

• Huge increase in brand awareness

• Tons of traffic to our booth

• A serious boost in qualified leads

• And a feeling that Mesh belonged on that big stage - because we showed up like we did.

Takeaway:
If you can’t buy attention, earn it with creativity. Start with a strong positioning theme, bring it to life across touchpoints, and always bridge the gap between brand moment and lead capture.

Because in startup marketing, you don’t need the biggest booth.
You just need the boldest idea.

Thanks for reading Startup Growth Diaries.
If you enjoyed this story I’d appreciate your “Like” or have your own scrappy event win to share, I’d love to hear it in the comments!

Until next time, keep growing 🚀
Idan

What started as a seemingly outrageous concept—a canned water brand that looks more like a craft beer or an energy drink—has turned into one of the most talked-about brand success stories of the past few years. Liquid Death isn’t just selling water; it’s selling rebellion, irreverence, and a sense of humor wrapped in a slick, subversive identity.

With a name that grabs attention, edgy marketing campaigns that dare to challenge the mundane, and a mission to "murder your thirst" Liquid Death has built an army of devoted fans and a brand that feels more like a movement. The company has achieved explosive growth, carving out a unique niche in a saturated market, and transforming the way we think about something as simple as water.

But behind the viral videos, punk-rock branding, and cult-like following lies a crucial lesson for startups and marketers alike: Liquid Death's success didn’t happen by chance.

✅ It all started with one crucial step - validation ✅

In marketing, we often assume the product comes first, followed by a well-planned campaign to promote it. But what if I told you that you could validate your entire product idea—before spending a dime on manufacturing?

That’s exactly what Liquid Death, the edgy canned water brand, did.

💡 The Big Idea

Founder Mike Cessario wanted to challenge the bland world of water marketing. He imagined a water brand with a punk-rock attitude—think energy drink meets beer, but it’s just... water.

Instead of pouring money into product development right away, Cessario started with an idea and one goal: to see if people would buy into the concept.

🧪 The Social Experiment

He created a bold, outrageous ad showcasing "Liquid Death" as a canned water brand with the tagline "Murder Your Thirst." The visuals screamed heavy metal; the humor was over-the-top.

There wasn’t even a product yet—just an idea wrapped in clever branding.

The ad went live on Facebook and Instagram, and the results were explosive. Thousands of people commented, liked, and shared the post, asking, “Where can I buy this?” That instant feedback validated not just the branding but the idea of a canned water product marketed as rebellious and fun.

🏴‍☠️ From Concept to Reality

The success of the ad gave Cessario the confidence (and the proof) to raise money and launch Liquid Death for real. What started as a social experiment turned into a global phenomenon, with the brand growing to compete with industry giants and earning a loyal cult following.

⭐️ How can you use it in your work? ⭐️

You don’t need a finished product to validate your idea—or even to test ads. Here's how you can apply this approach:

1. Start with a Bold Idea: What’s the “big swing” behind your product or campaign? Aim for a concept that stands out and makes people think, I need this.

2. Create a Minimum Viable Ad: Mock up a social ad or video that captures the essence of your idea. Focus on storytelling and emotion—make it shareable.

3. Launch and Listen: Run the ad on social platforms with targeting that matches your ideal audience. Watch for engagement, feedback, and interest.

4. Validate Before You Build: Use the insights to decide whether to pursue the idea further. If it resonates, you’ve got a head start; if not, you’ve avoided costly missteps.

Liquid Death didn’t just market a product—they marketed a vibe, a community, and a whole new way of thinking about something as simple as water. And they proved their concept before committing to it.

Hope it gave you some inspiration to validate your next big idea!

Until next time, keep growing 🚀
Idan

The memo "We Don’t Sell Saddles Here" by Stewart Butterfield, CEO of Slack, is one of the most iconic pieces of internal communication in tech. Written in 2013, it was aimed at aligning Slack's early team around the product's vision and value proposition.

Slack was initially conceived as an internal communication tool developed during the making of a video game. The memo was crafted as Slack prepared to introduce the product to the market, focusing on positioning and messaging.

The memo is not just about communication software – it’s about how to frame your product, shift perspectives, and create new markets and categories.

What can you find in this memo?

• Positioning Masterclass – The memo has become a template for how to articulate the larger purpose behind a product.

• Cultural Impact – It played a crucial role in shaping Slack’s brand and rallying the team around a shared mission.

• Enduring Influence – Many startups reference this memo as they develop their own product narratives and internal alignment strategies.

We Don’t Sell Saddles Here

By Stewart Butterfield (2013)

You can read the full memo in this link, but here’s a shorter version:

As we approach the launch of Slack, it’s important to remind ourselves what we’re actually creating. Slack isn’t just a tool – and we’re not simply selling messaging software.

We’re not selling saddles. We’re selling the ability to ride a horse better.

No one buys a saddle because they love leather or craftsmanship. They buy it because they want to ride faster, more comfortably, and with greater control. Likewise, no one will choose Slack because they’re excited about another chat app. They’ll choose Slack because it makes their working lives simpler, more pleasant, and more productive.

People buy better versions of themselves, not products.

Our customers won’t adopt Slack just for its features – they’ll adopt it because it makes them feel more organized, effective, and in control. We’re not just selling software. We’re selling organization, clarity, transparency, and agility.

Slack reduces the friction of constant emails, scattered conversations, and endless meetings. It gives teams the ability to communicate more openly, make decisions faster, and stay aligned. The goal isn’t to replace email or build a better chat room – it’s to transform how people work together.

If we frame our mission around selling a better chat app, we’ll limit ourselves.

But if we focus on the outcomes – the less stressful, more productive working lives we enable – we unlock a much bigger opportunity.

This is the essence of our mission. Let’s stay grounded in the bigger picture and remember:

Our job is to make people’s working lives simpler, more pleasant, and more productive.

If we keep this front and center, the rest – growth, adoption, and success – will follow naturally.

Let’s keep our focus on the value we provide, not just the tool we sell. If we do that, growth will follow. We have the opportunity to build something that fundamentally changes how teams collaborate – and that’s a mission worth dedicating ourselves to.

Changing the Conversation

Butterfield’s memo isn’t just about Slack - it’s about changing the conversation around your product. It’s a reminder that the most successful startups don’t sell better products, they sell better futures.

The key takeaways from this memo are -

👉 Selling the Benefit, Not the Product

Butterfield highlights the importance of selling the value and outcome of the product rather than the product itself. The "saddle" metaphor underscores that Slack isn't just a chat tool (the saddle); it's a means to make work more productive, collaborative, and enjoyable (the horseback riding experience).

👉 Emotional Connection to the Vision
Butterfield emphasizes that Slack’s true goal is to make people's working lives simpler and more pleasant. He appeals to the team's sense of mission, positioning Slack as a transformative solution for communication.

👉 Differentiation and Positioning
He argues that Slack isn’t competing with traditional messaging or email tools. Instead, it’s offering a fundamentally better way for teams to collaborate, reducing email bloat and improving transparency.

👉 Long-term Thinking
Butterfield urges the team to think beyond short-term sales and feature battles, encouraging them to focus on building a product that creates significant, lasting value for businesses.

The best startups don’t compete for market share – they create new categories by redefining the problem.

Until next time, keep growing 🚀
Idan

Hope that you had a great week, and welcome to Startup Growth Diaries! 🚀

2024 B2B Stack MVPs 🏆

As the year winds down, I’m taking a moment to reflect on the tools that powered the grind - the campaigns, the brainstorms, the late nights, and the (let’s be honest) occasional “let’s pivot.”

2024 brought growth, challenges, and a whole lot of tabs open - but this tech stack showed up every single day. Here’s the dream team that helped me get it all done:

🚀 HubSpot – My CRM wizard, my automated superhero and probably one of the most favorite tools by marketers.

🎨 Canva – For when I need polished designs in minutes, not hours.

🎨 Figma – The playground where creativity meets collaboration. And where feedback like, “Make it pop more” lives forever.

💬 Slack – Where “quick questions” add up to 3 hours of your day... but hey, it keeps the team connected.

📹 Loom – When typing instructions feels impossible, and recording a quick video makes me feel like a professional explainer.

🤖 ChatGPT – My always-on brainstorming buddy. Whether it’s content drafts, fresh ideas, or “help, I’m stuck,” it’s there.

✍️ Substack – Where I’ve been building Startup Growth Diaries, sharing lessons, wins, and the stories behind startup marketing.

👔 LinkedIn – My digital watering hole for connections, ideas, and content. Sometimes a post soars, sometimes it flops - but we keep showing up.

☕️ Coffee – The ultimate tool powering the human behind the stack. Without it, I’m just staring blankly at the tools above, hoping they’ll work themselves.

2024 was fast.

Wishing you all a happy, restful, and joyful holiday season! 🎉 Here’s to more growth, more wins, and even better tools in 2025.

Idan

6 Ways to Build Trust and Close More Deals in 2025 🚀

Hey there 👋,

Hope you had a great week, and welcome back to Startup Growth Diaries! 🚀

Today, we’re diving into 6 proven strategies to build trust for your brand and help you close more deals in 2025. Trust is everything - it’s what turns curious prospects into loyal customers. Let’s break it down step by step (with real-world examples).

1. Thought Leadership 🧠

Thought leadership builds trust by positioning your founders and key team members as experts, not just in your product but in your industry. It’s about sharing valuable insights, authentic experiences, and bold ideas that inspire your audience.

Why it works:

• It creates credibility for your brand.

• It humanizes your company by showcasing the people behind it.

• It sparks conversations, builds community, and attracts opportunities.

Example: Tobi Lutke, Founder and CEO of Shopify 🚀
Tobi uses Twitter (X) to share candid thoughts on entrepreneurship, leadership, and Shopify’s vision. His posts blend wisdom, wit, and humility, offering advice like:

“Founders, your job is to take responsibility for everything. Even for things you didn’t know were broken.”

By speaking directly to entrepreneurs, Tobi not only builds trust for Shopify but also inspires his audience to take action—positioning Shopify as the go-to platform for small business success.

Takeaway for You:

• Share your expertise on platforms like LinkedIn or Twitter.

• Be authentic—don’t just promote your company, share your experiences, lessons, and ideas.

• Engage your audience—thought leadership is about sparking real conversations.

  💡Pro Tip: Start by answering this: What unique perspective or insight can you offer your audience that no one else can?

2. Social Proof 💬

Social proof is all about showing your audience that others trust and love your product. When people see real customers succeeding with your solution, they’re more likely to trust your brand too.

Why it works:

• It validates your claims with real results.

• It leverages the power of “people like me” to build credibility.

• It turns happy customers into your best advocates.

How to Do It:

• Create case studies and customer success stories that highlight real ROI.

• Amplify testimonials and user-generated content across social channels.

• Collaborate with influencers or industry voices to share your story.

Example: Loom 🚀
Loom, the video messaging tool, uses social proof brilliantly by showcasing real customer success stories. For example:

• They feature video testimonials where customers explain how Loom transformed their team’s communication.

• They share quotes and snippets on their website and LinkedIn, like:
  “Loom cut our meeting times in half and made async communication 10x smoother.”

By putting real users and results in the spotlight, Loom not only builds trust but also helps prospects visualize the value they’ll get.

Takeaway for You:

• Talk to your customers: Gather quotes, stats, and stories about how your product helps.

• Highlight their wins: Use video testimonials, case studies, or screenshots of great results.

• Leverage advocates: Encourage users to share their success stories on social media or review platforms.

  💡Pro Tip: Don’t overthink it - sometimes a simple quote or screenshot of a customer win can be the most powerful proof.

3. Industry Leadership 🏆

Being recognized as a leader in your industry builds instant credibility. Platforms like G2, Capterra, Gartner, or review sites like Trustpilot are where potential customers go to validate their decisions. If your brand is consistently top-ranked, it signals trustworthiness and authority.

Why it works:

• It shows that real users value your product.

• It positions your company as the go-to solution in your category.

• It helps prospects make decisions faster by reducing perceived risk.

How to Do It:

• Encourage satisfied customers to leave reviews on platforms like G2, Capterra, or Trustpilot.

• Track and respond to feedback - engagement shows you care.

• Align with research firms (like Gartner) to get recognized in industry-specific reports.

Another Example: Miro 🚀
Miro leveraged its leadership position on G2 and Gartner’s Magic Quadrant to build credibility in the collaboration tools space. By celebrating these wins and sharing them in their marketing, Miro positioned itself as the gold standard for remote teamwork.

Takeaway for You:

• Encourage reviews: Make it easy for happy customers to leave feedback on platforms relevant to your industry.

• Celebrate wins: Share badges, awards, or rankings on your website, social media, and emails.

• Engage with reviewers: Thank customers for positive reviews and address any concerns - this builds further trust.

  💡Pro Tip: Learn about how to get more reviews in the following post.

4. Publicity 📣

Publicity builds credibility by getting your brand featured in trusted media outlets. A well-placed article, press mention, or partnership with a journalist can amplify your reach, establish authority, and create trust with a broader audience.

Why it works:

• It aligns your brand with established, reputable sources.

• It increases visibility and drives awareness to new audiences.

• It positions your company as a key player in your industry.

How to Do It:

• Develop relationships with journalists who cover your space. Share unique stories, data, or trends that provide real value.

• Pitch company news - product launches, partnerships, or milestones - to relevant media.

• Contribute guest articles to niche blogs, newsletters, or industry publications.

Example: Figma’s Early Days 🚀
In its early days, Figma - now one of the most successful design collaboration tools -focused heavily on PR and storytelling to stand out.

• Product Launch: Figma positioned itself as the first web-based design tool that allowed real-time collaboration - something revolutionary at the time.

• Media Outreach: They pitched to tech publications like TechCrunch and design-focused outlets like Designer News, emphasizing how they were transforming design workflows.

• Founder Storytelling: Co-founder Dylan Field shared Figma’s mission to "make design accessible to everyone," which resonated with their growing user base and the media.

These efforts created early buzz, won over the design community, and gave Figma a foothold in a competitive market.

Takeaway for You:

• Highlight what makes you unique: What problem are you solving in a new way?

• Target niche media first: Start with industry blogs and communities that your audience trusts.

• Tell your story: Your founder’s mission and vision can be a powerful narrative.

  💡Pro Tip: Don’t wait for journalists to find you. Be proactive - craft a clear, compelling story that highlights your product’s value and pitch it directly to media outlets.

5. Build Authority 🎓

Building authority means becoming the go-to expert in your niche. When your brand owns a specific topic or domain, you naturally gain trust and credibility from your audience.

Why it works:

• It positions you as an industry leader.

• It creates a reliable resource your audience returns to.

• It builds long-term trust by demonstrating expertise.

How to Do It:

• Launch an education center or resource hub focused on your industry’s challenges.

• Publish in-depth content, like research reports, guides, or tutorials.

• Share free tools or templates that solve specific problems for your audience.

Example: Ahrefs 🚀
Ahrefs, the SEO toolset, built incredible authority in the SEO and digital marketing space by focusing on education and value:

• Free Education Hub: Ahrefs created an SEO academy with courses, blogs, and tutorials that demystify complex SEO concepts for beginners and professionals alike.

• Content Marketing: Their blog consistently publishes in-depth guides like “How to Rank #1 on Google” or “Keyword Research Made Simple,” which rank highly in search results themselves.

• Free Tools: Ahrefs launched free SEO tools like their Backlink Checker and Keyword Generator, giving users a taste of their expertise without a paid subscription.

By making SEO knowledge accessible and actionable, Ahrefs established itself as the ultimate authority in its niche.

Takeaway for You:

• Educate your audience: Offer value through blogs, webinars, or videos that solve real problems.

• Create free tools or resources: Help your audience succeed before they buy.

• Be consistent: Authority is built over time with high-quality, actionable content.

  💡Pro Tip: Authority is about giving more than you take. Provide so much value that people naturally trust your brand and turn to you when they’re ready to buy.

Subscribe now

6. Recognition 🏅

Winning awards and gaining recognition from trusted industry sources is a powerful way to validate your brand's credibility. Awards provide external proof that your product, team, or company is leading the way in your space.

Why it works:

• It builds instant trust and authority with customers.

• It sets you apart from competitors.

• It’s a great opportunity to celebrate your achievements and amplify your brand’s success.

How to Do It:

• Research industry-specific awards or “best of” lists your audience cares about.

• Submit for awards that align with your product, innovation, or company growth.

• Highlight your wins on your website, social media, and marketing materials.

Example: Notion 🚀
Notion, the all-in-one productivity tool, gained early credibility by winning awards that aligned with its vision:

• Named one of Fast Company’s Most Innovative Companies, highlighting Notion’s ability to redefine team productivity and workflows.

• Recognized in Apple’s App of the Year awards, which reinforced its role as a beautifully designed and highly functional tool for users.

These awards validated Notion’s mission to "empower the world to think, write, and plan," boosting trust among new users and showcasing its leadership in the productivity space.

Takeaway for You:

• Start small: Apply for awards relevant to your niche, like “Best SaaS Tool” or “Top Innovator” lists.

• Celebrate the win: Share awards on social media, newsletters, and press releases.

• Leverage recognition: Add badges and logos to your website, landing pages, and customer emails to build trust.

  💡Pro Tip: Awards aren’t just for big companies - many industry and startup-focused awards are built to celebrate innovation at every stage.

🚀 Let’s Wrap It Up

To build trust and close more deals in 2025:

1. Thought Leadership 🧠

2. Social Proof 💬

3. Industry Leadership 🏆

4. Publicity 📣

5. Build Authority 🎓

6. Recognition 🏅

Trust isn’t built overnight, but with these strategies, you’ll lay the foundation for long-term success.

Which of these areas will you focus on first? Hit Reply or let me know in the comments—I’d love to hear!

Until next time, keep growing 🚀
Idan

Hope that you had a great week, and welcome to Startup Growth Diaries! 🚀

Crafting Your Mission Statement and emotion: Lessons from Obsessed by Emily Heyward

If you’re looking to create a brand that resonates deeply with your customers, this one’s for you. One of my favorite recent reads, Obsessed by Emily Heyward (co-founder of the iconic Red Antler agency), breaks down the essentials of building a great brand—and it starts with answering one critical question: WHY?

The WHY Test: Getting to the Core

The WHY test is one of the most effective tools for uncovering your true value proposition. It’s about peeling back the layers until you get to the heart of your brand’s purpose and the benefit you bring to your customers.

🤔 Why Is the WHY Test Important?

In Emily Heyward’s words, “great brands aren’t just built on what they do, but why they do it.” Here’s why this matters:

1. Clarity of Purpose: A clear mission and value proposition anchor your company’s messaging, decision-making, and direction.

2. Customer Connection: People don’t just buy products; they buy into the benefit they gain and the values they align with.

3. Differentiation: Your WHY is what sets you apart in crowded markets.

🧭 Building Your Brand on the WHY

If you want to create a truly great brand:

• Focus on the true value your company provides.

• Think about what your customer will gain by choosing you.

• Craft a mission statement that answers: Why does my company exist, and what role do we play in our customers’ lives?

⭐️ Let’s take Colgate as an example. They could promote themselves as making your mouth clean so you won’t need to go to the doctor and have bad teeth.

But, they chose to go with one simple thing - your smile, and basically how you look.

They took the positive of using their product, and the end result that their costumers would want from using it.

The same goes for all the big brand names you know, for example - Nike who sell you motivation and not shoes, Tesla that sells you the future and not cars, or Lego that sells you creativity and not toys.

⭐️ They all sell an emotion not a product. ⭐️

So, let’s dive in—how do you uncover the core benefit you provide to your customers?

To explore this, we’ll apply the "WHY" test using Airbnb as an example. Ready? Let’s begin! 🎬

We all know what Airbnb does: they revolutionized the hospitality industry by offering people the opportunity to stay in someone else’s home instead of relying on expensive, impersonal hotels. They didn’t just disrupt the market—they redefined how we think about travel and connection.

👉 Start with Why Airbnb?

Not only that hotels are overprices, but they are un special and not tailored to the experience that you want to have.

👉 But, why does that matter?

People don’t want to feel like tourists when they visit a new place, they want to see it like the locals do.

👉 Why does that matter?

Because they want to have authentic experiences, not manufactured ones. They want to feel they’re genuinely experiencing a place from within, not as an outsider.

👉 Why does that matter?

Because they travel to make their lives richer.

👉 Why does that matter?

Because the moments we remember are not the mundane ones in front of a computer or doing laundry, but the ones when we truly feel a part of something, where we belong to something bigger.

👉 Why does that matter?

until you have nothing to say anymore - or until you got to the basis of - because we all going to die (jokingly of course).

To summarize, Airbnb’s mission is all about fostering a sense of belonging and creating a world where anyone can feel at home, anywhere.

Notice what they don’t emphasize:

• They don’t focus on cheap prices.

• They don’t criticize hotels for being cold or impersonal.

• They don’t just say, “We have an amazing product with an incredible interface.”

Instead, Airbnb focuses on how their product makes you feel. Their mission is at the heart of their messaging, guiding everything from their marketing campaigns to user experience. It’s not about the features—it’s about the feeling of belonging they create for their customers. And that’s the power of a mission-driven brand.

Here’s a good example of how they implement this emotion in their ads:

💡 Pro Tip

When you know your WHY, every part of your brand—from your logo to your customer experience—becomes more cohesive, impactful, and memorable.

So, what’s your company’s WHY? Let’s discuss how to define it and build something your customers will be obsessed with.

And that’s it for this week’s Startup Growth Diaries! 🎉 I hope you found these examples inspiring and that they spark some fresh ideas for your own startup growth journey.

If you enjoyed this newsletter, don’t forget to hit the Like or Share buttons below ♥️.

Share

Catch you next week with more pages from the diary!

Until then, keep growing 🚀

Idan

Hope that you had a great week, and welcome to Startup Growth Diaries! 🚀

As Black Friday looms large, with its door-buster deals and sales frenzy, one brand stands steadfast in its mission: Patagonia. No discounts, no promotions, no urgency to “buy now.” Instead, they use this high-pressure season to remind us of a greater cause—saving the planet and promoting thoughtful consumption.

This approach might seem counterintuitive during a period known for skyrocketing sales, but Patagonia’s bold stand teaches us invaluable lessons about staying true to your brand.

Sure, this strategy might not work for every business. It’s hard to gauge how much short-term revenue Patagonia may forgo, but the long-term benefits for both their brand and their bottom line are undeniable. Here's how:

✅ Reinforced Brand Loyalty
Patagonia's customers align deeply with its values. By prioritizing sustainability over profit, they create an emotional connection that drives long-term loyalty. Customers know Patagonia won’t compromise its principles—and that trust keeps them coming back.

💪 Strengthened Brand Identity
Patagonia has solidified itself as a purpose-driven leader in sustainable business practices. Every decision they make, including avoiding Black Friday discounts, reinforces their identity as an ethical, mission-first brand.

⬆️ Enhanced Reputation
Prioritizing environmental responsibility over immediate profits enhances their reputation globally. In a time when consumers care about corporate ethics, Patagonia shines as a true innovator.

🗣️ Customer Advocacy
Patagonia’s fans don’t just buy products; they buy into the brand’s mission. Their passionate supporters often serve as brand ambassadors, sharing the company’s story across word-of-mouth and social media.

⭐️ Differentiation in a Crowded Market
Amid the chaos of endless sales, Patagonia distinguishes itself by taking a radically different approach. While competitors are vying for attention with flashy deals, Patagonia’s values speak louder than discounts.

📈 Long-Term Customer Value
By encouraging thoughtful consumption, Patagonia attracts like-minded customers who value quality and sustainability over fleeting bargains. These are the customers who stay loyal for life.

🎤 Positive Media Attention
Patagonia’s unwavering commitment garners admiration and coverage from global media outlets, further amplifying their impact and inspiring others.

For Marketers and Brand Leaders

Patagonia’s approach might not be right for every business, but it’s a powerful reminder of this: when your values are clear, authentic, and consistently upheld, your customers will walk the journey with you.

So, as we navigate this season of giving, gratitude, and (for many) shopping, it’s worth reflecting on how your brand can stay true to its mission—even during high-pressure moments.

Happy Thanksgiving! 🦃

And that’s it for this week’s Startup Growth Diaries! 🎉 I hope you found these examples inspiring and that they spark some fresh ideas for your own startup growth journey.

If you enjoyed this newsletter, don’t forget to hit the Like or Share buttons below ♥️.

Share

Catch you next week with more pages from the diary!

Until then, keep growing 🚀

Idan

Hope that you had a great week, and welcome to Startup Growth Diaries! 🚀

We all know that securing G2 reviews can be a tough challenge, but they're essential in building credibility, attracting prospects, and outpacing competitors. As companies compete to grow their presence on G2, the race to gather more authentic and impactful reviews becomes critical. So, how can you strategically grow your G2 reviews to strengthen your brand's reputation and edge closer to becoming the market leader?

In today’s newsletter, we’re diving into powerful tips and strategies for boosting your G2 reviews—an essential step on your journey to becoming a category leader! Ready to elevate your brand’s reputation and stand out in the crowd? Let’s get started!

Subscribe now

✉️ Tip #1 - Don’t Hesitate to Reach Out to Your Customers

It’s natural to want to avoid overwhelming your customers with too many emails. But if you’re serious about maximizing your G2 reviews, proactive outreach is key. Don’t shy away from asking all of your customers—whether or not they’re in regular contact with your customer success or support teams.

Send review requests to everyone on your customer list, and don’t hesitate to follow up! Space out a few emails over a few days to gently remind them. Many customers may see the initial email but forget to respond. Regular, well-timed reminders and a sense of urgency can go a long way in encouraging them to take action.

👨‍🦰 Tip #2 - Send a request from a team member, not a generic marketing email

To boost open rates and make the message feel more personal, send review requests from a real team member’s email address rather than a generic marketing account. Customers are more likely to engage when the message feels personal and authentic.

For even greater impact, consider having the request come from a senior leader in your organization, like the CEO. A personal note from someone high-ranking conveys the importance of the review and shows that your company genuinely values customer feedback. A simple, sincere request from leadership can make customers feel valued and more inclined to support you.

🎁 Tip #3 - Incentives incentives incentives…

Just like anything in life, if you want someone's time, you need to offer them something in return. An incentive always work, with G2 it’s usually $25 per reviews, but you can always give more if you want to be more aggressive. When crafting an email make sure the incentive stands out. Highlight it in bold text or feature it prominently in an image within the email. This way, your audience instantly sees the value they're getting for engaging with you. Remember, the clearer and more enticing the incentive, the better your chances of capturing their attention and driving action.

✄ Tip # 4 - Cut to the chase

When we launched our campaign, we tested two different subject lines:

1. "Help us spread the word"

2. "Get a $25 voucher for a review on G2"

Can you guess which one performed better?

Unsurprisingly, the second subject line was the clear winner. It not only made the action crystal clear—leaving a review—but also highlighted the reward right away. People are more likely to engage when they instantly see what's in it for them. The takeaway? Make your value proposition obvious and appealing from the start.

⇶ Tip #5 - Expand your channels

Don't limit yourself to just email for driving engagement. Leverage every touchpoint you have with customers. If you have a live chat feature or in-app notifications, use them to your advantage by sharing the message directly with your audience. The more channels you use, the greater your chances of reaching your customers effectively.

Another powerful strategy is to get your team involved. Consider running a contest for your customer success team and offering incentives for every review they help generate. By expanding your approach across multiple channels and involving your team, you'll significantly increase your chances of capturing more reviews.

📖 Tip #6: Align Your Frequency with Goals and G2's Quarterly Reports

Finding the right balance for email outreach is crucial. You don’t want to overwhelm your customers with constant messages, which can lead to disengagement. Instead, strategically plan your campaigns to maximize impact.

Run burst campaigns each quarter, timing them just before the end of the quarter to coincide with G2’s reporting schedule. This approach not only avoids email fatigue but also boosts your chances of being featured in G2's quarterly reports. By fine-tuning your email frequency to align with key reporting periods, you’ll drive more reviews and improve your visibility in the marketplace.

And that’s it for this week’s Startup Growth Diaries! 🎉 I hope you found these examples inspiring and that they spark some fresh ideas for your own startup growth journey.

If you enjoyed this newsletter, don’t forget to hit the Like or Share buttons below ♥️.

Share

Catch you next week with more pages from the diary!

Until then, keep growing 🚀

Idan

Hope that you had a great week, and welcome to Startup Growth Diaries!

Today, I’m diving into one of the most challenging yet essential tasks for every startup: creating the perfect tagline. 🖋️

A tagline isn’t just a catchy phrase; it’s a concise embodiment of your company’s mission, value, and vision. It’s the first impression you make, the one-liner that sticks in your audience’s mind, and the anchor for your brand identity.

But how do you distill everything your company stands for into just a few words🤔? That’s the question I’ll help you answer today, as we break down the process of crafting a tagline that’s clear, memorable, and powerfully aligned with your startup’s story.

In this newsletter, I’ll walk you through a quick case study using Canva, the beloved design tool, to demonstrate how to build a compelling tagline from their story and brand usage.

I'll also share examples of other companies and how they nailed their taglines.

Let’s get started! 🚀

1️⃣ Know your USP (Unique Selling Proposition)

To create a strong tagline, you first need a clear understanding of what your company does well for its customers, what makes you unique, and how your approach to solving the problem stands out from existing solutions. In other words, you need to define your unique selling proposition (USP).

If you haven’t aligned on a clear USP with all relevant stakeholders, that should be your first priority before moving forward.

For example, when I looked at Canva’s mission statement, it was clear: their mission is to empower everyone to design and easily publish anywhere. Without Canva, most people would probably need to hire a graphic designer for small design tasks, such as creating a social post or a simple banner.

2️⃣ Choose your ESP (Emotional Selling Proposition)

Defining your USP is important, but this is not enough to create your aspired tagline. In order to really create a great tagline, we also need to decide - how do we want our potential and existing customers to feel about our product?

In order to define that, companies use the Emotional Hierarchy for brands.

Brand emotional hierarchy is built just like the known Maslow Hierarchy of Needs, and works on the same principal - the base refers to the most basic emotions while the top refers to something greater that one self.

As you can see the pyramid also divided to “self-centered” which refers to most companies, and as a startup that is usually where you will also be. The “beyond self” refers to brands that managed to created something bigger than their product - like Nike’s “Just do it” or Apple’s “Think Different”. Some companies like financial ones, will want to lead with control and safety, some companies will want to make you feel some sense of community and belongings while other will want to make you feel the most productive.

🔍 You should choose the feeling that is right for YOUR customers (more examples will follow).

In this case, we already know Canva’s tagline - “What will you design today?”. We can tell that Canva used “Esteem” and took the “Productivity” part to lead for the emotion they wanted to make customers feel. ⌚️

Canva is talking to small business, owners or creative teams that want to go faster or actually - anyone that don’t have the full design resources or skills. That’s why Canva is talking about Productivity as this process used to be so long, frustrating and all you want to do is just this small task and finish it today.

3️⃣ Now let’s combine them together (USP+ESP=Buyer)

The next and final step, is where the magic really happens. When we manage to connect our USP and whats so good about our product together with the emotion that we want to make our users feel.

or in other words - ESP + USP = your buyers heart ❤️

⭐️ Canva’s USP - Anyone can create professional designs.

⭐️ Canva’s ESP - As you want to scale, we help you be much more productive.

So let’s combine the two together and we will get - What will you design today?

It may sound simple, but every word in this tagline has been engineered and that’s the hardest to do. Create something simple that can contain all of what you want to tell and make people feel. Let’s break it down -

⭐️ What will you” - Very personal, talks about YOU as the creator and combine curiousity.

⭐️ “Design” - This is what you can do with our product.

⭐️ “Today” - It’s fast and productive, you can create it quickly today. Also gives you the feeling of returning back, and a call to action.

And here are some more examples and examples of how different companies are using different approaches and emotions to set tell their company stories with a simple tagline -

Beehiiv

⭐️USP = A newsletter platform, giving all the right tools for people who want to start a newsletter.

⭐️ ESP = Creation/Growth

✅ Tagline - Own your audience. Own your future.

Beehiiv really used the growth emotion of someone want to start their own newsletter and start to create and own their own audience. They know that they are talking to someone who inspires to create their own audience and if they will be successful, their own future, and they really used that in their tagline.

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Ramp

⭐️ USP = Financial service that will consolidate all your company spend management in one place while leveraging automation and insights.

⭐️ ESP = Productivity

✅ Tagline - Time is money. Save both.

Ramp really nailed their tagline as speaking to finance managers who we all know, always looking to save costs for their company, and telling them that this product is exactly what they need to be more efficient and more productive.

Github

⭐️ USP = A collaboration tool to write code.

⭐️ ESP = Belonging.

✅ Tagline - Let’s build from here.

Github is probable the no.1 brand in the world for being known as their community and belonging feeling (as you can find their stickers on your friendly engineer laptop).

They chose to give a feeling of belonging, while using them you’re part of a bigger community of builders.

Apple

⭐️ USP = The best computers, phones, and more

⭐️ ESP = Beyond self (Inspiration)

✅ Tagline - Think Different

Apple is one of those companies that their brand is so strong and emotional, it’s segmented under “Beyond self”. If with all other products we usually take the emotion and combine it with our product and what’s in it for our costumer, here we are looking beyond that. We are looking at something that is bigger than the product and bigger that the actual immediate value of our users.

This privilege is really given to top companies in the world like Nike’s “Just do it”, McDonald’s “I’m loving it” and more.

And that’s it for this week’s Startup Growth Diaries! 🎉 I hope you found these examples inspiring and that they spark some fresh ideas for your own startup growth journey.

If you enjoyed this newsletter, don’t forget to hit the Like or Share buttons below ♥️.

Share

Catch you next week with more pages from the diary!

Until then, keep growing 🚀

Idan

Hey there 👋,

Welcome to the very first edition of Startup Growth Diaries! 🎉

For years, I’ve been scribbling down notes, ideas, and best practices on how to grow the companies I’ve been a part of—like my own little startup playbook. And I thought, why keep it all to myself? That’s where this newsletter comes in! Every week, I’ll share a “page” from this diary, packed with growth tactics, strategies, and real-world examples to help fuel your startup’s journey 🚀.

7 tactics to gain momentum and generate growth

As this is the first newsletter, I want to zoom out a bit and explore something broader—growth as a whole, rather than focusing on just one specific tactic (we will get to specific tactics in the next mails). The truth is, most startups use a mix of strategies to scale, but what makes each journey unique is the one approach that truly moves the needle for them.

Every successful startup tends to lean heavily on one standout strategy that tips the scales and drives their exponential growth. So today, I’m sharing seven powerful strategies from some of the most successful companies out there, each with their own unique spin on scaling up!

1 - Creating a new category and resources (HubSpot)

HubSpot: Pioneering Inbound Marketing

HubSpot is widely regarded as a pioneer in content marketing, and their success is largely attributed to the inbound marketing approach they developed and promoted. This tactic doesn’t fit all companies, as it requires high investment and takes a long time to see results, but as HubSpot wanted to create a new category, and saw a great potential with owning it, they created a whole team that was internally called “content factory” that simply created a lot of content that helped them in becoming the authority in the space, but also own most of SEO related keywords from it. Here’s how they did it:

1. Educating Their Audience: Their blog posts, ebooks, webinars, and certifications taught readers how to attract customers by creating valuable content, which was an alternative to traditional “outbound” tactics like cold-calling and paid ads.

2. Massive Content Volume: HubSpot consistently created high-quality, SEO-optimized content. Their blog, which covers everything from marketing and sales to customer service, has thousands of posts.

3. Lead Magnets and Free Tools: HubSpot used lead magnets, like free guides, templates, and tools (e.g., the free CRM), to convert blog visitors into leads. Their content didn’t just inform; it also nurtured potential customers throughout the sales funnel.

4. HubSpot Academy: They launched HubSpot Academy, a free educational platform with certifications in inbound marketing, sales, and more. This not only positioned them as thought leaders but also built a community of marketers trained on HubSpot’s tools, fostering product adoption.

2 - Viral content and social media strategy

Gong: Data-Driven Content with Personality

Gong took a different but equally powerful approach to content marketing by leveraging data-driven insights and a bold, distinct brand voice. What Gong did was genius, and instead of investing years in SEO, they leveraged their own data and made it so interesting that people were actually willing to pay for their content.

So how did Gong do it?

1. Unique Data-Driven Insights: Gong built its content strategy around unique insights from its proprietary data. Since their platform records and analyzes sales conversations, Gong was able to publish research-based content that revealed surprising truths about what makes sales teams successful. This made their content highly valuable and unique in the crowded sales technology space.

2. Creating Thought Leadership with Data: By using anonymized data from customer interactions, Gong could back up their content with real, actionable insights. This data-driven approach made their content extremely credible and shareable within the sales community.

3. Bold and Fun Brand Personality: Gong’s content stood out because of its bold and engaging brand voice. They combined serious data-backed insights with a fun, irreverent tone that made even technical content enjoyable to read. For instance, they would release reports showing which words or phrases in sales calls resulted in higher close rates - and to make that interesting they used “Does cursing improve your sales rate?” and many other interesting topics. They have combined Education + Entertainment (Edutaitment) and managed to build interesting B2B reports.

   

4. Viral Social Media Strategy: Gong’s content frequently went viral on LinkedIn, thanks to its engaging format, clear value, and strong visual elements. They actively used social media to distribute their research and insights, gaining traction with sales professionals who shared their posts widely.

3 - PR Stunt (Wise)

One of the most memorable PR stunts was created by TransferWise (now known as Wise) and took place in 2014 in London and perfectly embodied their brand message of challenging the hidden fees charged by banks.

The "Nothing to Hide" Protest

The stunt was called the "Nothing to Hide" march, and it involved over 100 participants stripping down to their underwear (did they even have an HR team?!) and marching through the streets of London. The participants, many of whom were TransferWise employees and supporters, carried signs with messages like "Banks Rip You Off" and "Transparency Saves You Money." The purpose was to highlight how banks were charging hidden fees on international money transfers, something that TransferWise sought to eliminate with their transparent pricing model.

The march culminated outside of the Bank of England, making a bold and visually striking statement. The concept of "nothing to hide" aligned perfectly with TransferWise’s commitment to transparency in fees.

PR stunts are hard to execute as you have the least control over the outcome and coverage you will get. But if you manage to pull out a good stunt, you can increase your company’s visibility for a relative low cost.

4 - Community led growth and freemium model (Notion)

Notion is an interesting example of a company that Instead of relying heavily on traditional marketing, focused on building and engaging with its users through community-driven efforts. This tactic really managed to save them a lot of money in traditional growth, but it is inherent in their product, and therefor not a perfect fit for every company. Here’s how they did it:

1. Ambassadors & Evangelists: Notion empowered early adopters to become evangelists. They created a network of ambassadors who hosted local events, meetups, and workshops.

2. User-Generated Templates: Notion encouraged users to create and share custom templates that others could use for productivity, project management, and knowledge management.

3. Active Online Communities: Notion cultivated vibrant communities on platforms like Reddit, Twitter, and Slack. These spaces allowed users to ask questions, share their workflows, and offer suggestions for product improvement. By being highly responsive to community feedback, Notion built a strong bond with its users.

4. Crowdsourcing Ideas for Product Development: Notion actively listened to its community and incorporated their feedback into its product roadmap. This made users feel valued and part of the product development process, which further deepened their loyalty.

5 - The network effect (Calendly)

Calendly, the scheduling automation platform, made booking meetings effortless and scaled rapidly by leveraging a combination of network effects, a freemium model, and seamless integrations. What makes Calendly’s approach so clever is the way they turned their users into natural brand ambassadors. Every time a user shares their scheduling link, it includes a subtle “Powered by Calendly” tag, which is visible to anyone receiving it—even if they’re not a user yet. This small but impactful feature boosts brand awareness and fuels organic growth by attracting new users who see how easy it is to schedule with Calendly and want to try it for themselves.

So how exactly they did it -

• Network Effects: As users shared their Calendly links to schedule meetings, they introduced new potential users to the platform, leading to organic growth through network effects.

• Freemium Model: Like many successful SaaS companies, Calendly offered a freemium tier that allowed users to access the core functionality for free. As individuals and teams found value in the product, they upgraded to paid plans for additional features such as team scheduling, advanced integrations, and branding options.

• Integration with Existing Tools: Calendly grew by integrating seamlessly with popular tools like Google Calendar, Outlook, Zoom, and Salesforce. This allowed it to become a central piece of users’ workflows, further increasing adoption across different departments within organizations.

6 - Out of Home (OOH) campaign (Brex)

Brex’s out-of-home (OOH) campaign zeroed in on key startup hubs like San Francisco, New York City, and Los Angeles—targeting the exact places where their ideal customers (startup founders, entrepreneurs, and tech workers) lived, worked, and commuted. By positioning themselves as the go-to financial solution for startups, Brex addressed the pain points of fast-growing companies often underserved by traditional banks.

While OOH can be expensive, Brex’s hyper-targeted approach gave them massive brand visibility. It helped them punch above their weight, creating the impression of a much larger, established brand and driving awareness among their core audience.

Key Elements of the Brex OOH Campaign:

1. Strategic Placement

Brex strategically placed its ads in high-traffic, high-visibility locations frequented by startup founders and tech workers. These included - Billboards in tech-heavy areas, Subway stations and buses, Near co-working spaces and event targeting.

2. Simple, Direct Messaging

Brex used bold and straightforward messaging that resonated with its target audience. The ads emphasized how Brex was “The best credit card for startups”.

3. Visual Identity and Design

The design of Brex’s OOH ads was minimalistic but impactful. They used bold fonts, strong contrasts, and a color palette that stood out against the urban landscape. This simplicity helped convey the message quickly to passersby, ensuring they understood the core benefit of using Brex almost immediately.

4. Hyper-Targeted Audience

Brex knew exactly who they were speaking to: founders, entrepreneurs, and startups. They honed their ads to speak directly to these individuals with messages that reflected their challenges and aspirations.

7 - Events and activations (MESH)

Events are a powerful growth driver for startups, especially those looking to move upmarket and attract larger customers. At MESH, we strategically target events where we know our ideal customers will be, allowing us to boost both brand awareness and growth within the exact audience we want to reach. We go all-in with our event presence, from impactful activation campaigns to speaking opportunities and other high-visibility activities. Here’s a sneak peek from one of the activation campaigns we ran at a recent event we sponsored (stay tuned for more details in an upcoming newsletter).

So, why events can be powerful growth tactics for startup?

1. Building Brand Awareness

Events offer a direct way to introduce your startup to a wider audience. Whether online or in-person, they allow you to showcase your brand, product, or service in a more engaging and memorable way than traditional marketing. When people experience your brand firsthand, they’re more likely to remember it and associate it with value.

2. Creating Networking Opportunities

Startups often thrive on connections, and events provide a platform to meet potential customers, partners, investors, and even mentors. These interactions can lead to new opportunities, partnerships, or sales, all crucial for growth.

3. Establishing Thought Leadership

Hosting or speaking at events positions your startup as a leader in your industry. By sharing insights, trends, and innovations, you demonstrate expertise, which helps build trust and credibility with your audience.

4. Generating Leads and Conversions

Events offer a unique opportunity to collect high-quality leads. Attendees are often highly engaged and interested in learning more about your offering. By capturing this intent, you can move prospects through your sales funnel faster.

In conclusion, every startup’s journey is unique, and so are the growth tactics that drive success. Crafting a powerful growth strategy requires a deep understanding of your business and careful consideration of several factors.

You’ll need to ask yourself key questions, like: What’s your business model? Does your product naturally support growth? Who’s your target persona? Are your founders risk-takers or more steady and methodical?

By exploring these questions, you’ll start to uncover the growth formula that works best for your startup. I hope today’s newsletter and the examples shared sparked some inspiration for you to create your own winning strategy.

If you enjoyed this newsletter, don’t forget to hit the Like button below ♥️. Thanks for reading!

And that’s it for this first entry of Startup Growth Diaries! 🎉 I hope you found these examples inspiring and that they spark some fresh ideas for your own startup growth journey.

Catch you next week with more pages from the diary!

Until then, keep growing 🚀

Idan