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   3 SaaS founder lessons that actually stuck with me 🌱
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   The TLDR from my 3 favorite founder chat episodes this season.
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                 <p style="line-height:175%">
                  Hiya, there!
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  It's Andrea here!
                  <br/>
                  <br/>
                  How've you been? 👀
                  <br/>
                  <br/>
                  I've been bingeing our first season of our Founder Chats podcast (yes, shameless plug) and I keep pausing mid-episode to take notes like I'm back in college.
                 </p>
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                 <pre style="white-space:pre-wrap"></pre>
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   Exhibit A of some notes I took from our episode with
                   <a data-hs-link-id="0" data-hs-link-id-v2="XNTGJSmm" rel="noopener" style="color:#00a4bd" target="_blank">
                    Thomas Griffin
                   </a>
                  </em>
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                 <p style="line-height:175%">
                  So today I wanted to share three of my favorite takeaways from founders who have actually been in the trenches.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Here's what we're covering today:
                 </p>
                 <ol style="line-height:175%">
                  <li>
                   The leadership shift no one tells you about [Jonni from Resend]
                  </li>
                  <li>
                   Why you need to test your pricing constantly—and how to actually do it [David from Submagic]
                  </li>
                  <li>
                   The 10-minute rule that kills your churn [Thomas from OptinMonster]
                  </li>
                 </ol>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Alright, grab your coffee and let's dive in. ☕
                  <br/>
                  <br/>
                  (Also, make sure to scroll to the bottom if you're a
                  <span style="font-weight: bold;">
                   Hubspot user
                  </span>
                  ! Thank me later.)
                 </p>
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                     <strong style="color:#ffffff;font-weight:normal;text-decoration:none;font-style:normal;">
                      Catch up on Founder Chats S1
                     </strong>
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                 <h2 style="margin:0; line-height:175%; font-size:22px">
                  1. The leadership shift nobody tells you about [featuring Jonni from Resend]
                 </h2>
                 <p style="line-height:175%">
                  You know that moment when you realize being a founder isn't about you anymore?
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  Jonni from Resend nailed this in his chat with Luke, and it made me realize the leadership mindset shift you have to make as a founder as your business evolves.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  On day one, you're wearing so many different hats you might as well open your own store. But when you start to build a team around you, your role slowly shifts. You're owning less things directly, and you're getting to look further and further out into the future of the company.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  That's exciting, but at the same time, it can be disheartening to not get to say "I shipped that" and get a sense of pride from it.
                  <em>
                   (Hey, we're all human.)
                  </em>
                 </p>
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                 <img align="middle" alt="Jonni Founder Chats Success Screencap" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FJonni%2520Founder%2520Chats%2520Success%2520Screencap.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DJonni%2520Founder%2520Chats%2520Success%2520Screencap.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NjQwODYzNzAuMzY3MzI5Nn0:1vNvRy:vq1sEwF-L3V5dAVpyAIvMOBLQ8TV7tij0XCcdayW1qA" style="outline:none; text-decoration:none; border:none; max-width:100%; font-size:16px" width="560"/>
                </a>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17563100520723" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17563100520723_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  Here's what Jonni said that stuck with me:
                 </p>
                </div>
               </div>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17637641472992_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <blockquote style="line-height:175%">
                  <p style="line-height:175%">
                   <em>
                    "If you're successful, it's someone else bringing about that success."
                   </em>
                  </p>
                 </blockquote>
                </div>
               </div>
              </td>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17637641206631" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17637641206631_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  He compared it to being a new parent (congrats, Jonni!). You don't get credit when your kid learns something new, but watching them succeed? That secondary dopamine hit is what keeps you going.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  This is the loneliest part of leading that nobody mentions on LinkedIn. Your team celebrates their wins. You celebrate... their wins. And that's exactly how it should be.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  Your scope gets wider. Your name on things gets smaller. And you have to be genuinely okay with that.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  If you're struggling with this shift—I see you. It's hard to let go of the individual contributor high. But the more you figure out how to derive joy from your team's success, the faster you actually scale because you empower your team to confidently own their roles.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  A necessary skill for sure. It reminded me of this Reddit post Luke and I answered last week where this founder got absolutely ROASTED in the comments. (Rightfully so, might I add.)
                 </p>
                </div>
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                <img align="middle" alt="Screenshot 2025-11-24 at 3.48.55 PM" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FScreenshot%25202025-11-24%2520at%25203.48.55%2520PM.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DScreenshot%25202025-11-24%2520at%25203.48.55%2520PM.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NjQwODYzNzAuMzY3NDgzfQ:1vNvRy:ZInSHWBPISM9xImczRWCKfI4eruBXCziPLHi_ytfAvI" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17639994179262" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17639994179262_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  If you're curious about fostering a healthy environment for your team as a founder, I definitely encourage you to listen to Jonni's founder chats episode.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  He walks the walk at Resend and is a really cool guy to boot!
                 </p>
                </div>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17637667722511" style="color: inherit; font-size: inherit; line-height: inherit;">
                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-collapse:separate!important">
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                   <td align="center" bgcolor="#5484FC" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; border-radius:8px; cursor:auto; background-color:#5484FC; mso-padding-alt:12px 18px" valign="middle">
                    <a data-hs-link-id="1" data-hs-link-id-v2="WAWHDLOf" style="color:#00a4bd; font-size:16px; font-family:Lato,Tahoma,sans-serif; Margin:0; text-transform:none; text-decoration:none; padding:12px 18px; display:block" target="_blank">
                     <strong style="color:#ffffff;font-weight:normal;text-decoration:none;font-style:normal;">
                      Watch Jonnni's full chat
                     </strong>
                    </a>
                   </td>
                  </tr>
                 </tbody>
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               </div>
              </td>
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            </tbody>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17484506070083_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h2 style="margin:0; line-height:175%; font-size:22px">
                  2. Stop guessing on your pricing. Just test it! [Featuring David from Submagic]
                 </h2>
                 <p style="line-height:175%">
                  David, Founder and CEO over at Submagic, dropped this gem during the start of his chat with Luke and it's been living rent-free in my head:
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  <em>
                   "There are no rules regarding pricing. The only way you can figure it out is to test your pricing."
                  </em>
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  Not once. Not twice. But continually.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  In other words, you don't know what you don't test and you must test aggressively.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  But here's the part that made me pick up my pen to take notes: It's not just about the price point.
                 </p>
                </div>
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                <a data-hs-link-id="0" data-hs-link-id-v2="GPJ8PRiy" style="color:#00a4bd" target="_blank">
                 <img align="middle" alt="David Founder Chat Screencap 2" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FDavid%2520Founder%2520Chat%2520Screencap%25202.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DDavid%2520Founder%2520Chat%2520Screencap%25202.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NjQwODYzNzAuMzY3NjE2Mn0:1vNvRy:V3eM7H-E3_-P6mbe3BwvcLJvM1v5egH0xoEHY-gT32I" style="outline:none; text-decoration:none; border:none; max-width:100%; font-size:16px" width="560"/>
                </a>
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              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17563139900655" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17563139900655_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  David calls it "
                  <span style="font-weight: bold;">
                   marketing your pricing
                  </span>
                  "—how you actually present the value matters as much as the price point itself. The structure. The messaging. The way you communicate what someone's actually getting.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  At the beginning, Submagic wasn't great at this (David's words, not mine). But they kept learning from other pricing pages, staying close to customers, and understanding how people actually perceived the value of their product.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Your pricing strategy should have a strategy. Are you trying to land customers on your starter plan and expand them? Or going for higher upfront commitments? Different goals = different approaches.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  And if you haven't touched your pricing in months because you're nervous about it? That's your sign to run an experiment.
                 </p>
                </div>
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                   <td align="center" bgcolor="#5484FC" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; border-radius:8px; cursor:auto; background-color:#5484FC; mso-padding-alt:12px 18px" valign="middle">
                    <a data-hs-link-id="1" data-hs-link-id-v2="Qby0M38b" style="color:#00a4bd; font-size:16px; font-family:Lato,Tahoma,sans-serif; Margin:0; text-transform:none; text-decoration:none; padding:12px 18px; display:block" target="_blank">
                     <strong style="color:#ffffff;font-weight:normal;text-decoration:none;font-style:normal;">
                      Watch David's full chat
                     </strong>
                    </a>
                   </td>
                  </tr>
                 </tbody>
                </table>
               </div>
              </td>
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            </tbody>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17562301209853_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h2 style="margin:0; line-height:175%; font-size:22px">
                  3. The 10-minute rule that kills your churn [Featuring Thomas from OptinMonster and GrowRite]
                 </h2>
                 <p style="line-height:175%">
                  Our final insight is from Thomas Griffin, Co-founder at OptinMonster and GrowRite, who shared something with Luke that made me question everything about how we think about churn.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  Most founders obsess over 30-day, 60-day, 90-day churn. We're often building features to fix retention problems months down the road.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  But Thomas discovered something crucial when he looked into OptinMonster's onboarding data: Most of that first-month churn? It's happening in the first 30 minutes.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  So he developed a forcing function: "From the time they sign up, you have 10 minutes to deliver value. That's it. If you can't do it in 10 minutes, the likelihood of churn grows exponentially."
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Okay, but why is this such a big deal?
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Well, you're probably trying to fix churn with features your users will never see because they couldn't figure out the basics in those first few minutes.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  They're not clicking around out of curiosity thinking "ooh, what else can this do?" They're rage clicking all over the place looking for the cancel button.
                 </p>
                </div>
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                <a data-hs-link-id="1" data-hs-link-id-v2="Aijx/amj" style="color:#00a4bd" target="_blank">
                 <img align="middle" alt="Thomas Griffin Founder Chats Newsletter Screencaps" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FThomas%2520Griffin%2520Founder%2520Chats%2520Newsletter%2520Screencaps.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DThomas%2520Griffin%2520Founder%2520Chats%2520Newsletter%2520Screencaps.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NjQwODYzNzAuMzY3NzQ4M30:1vNvRy:z8NhSKjxIdVmgB75NZgScgaUKgHXvnrO7Ai-TmebxoA" style="outline:none; text-decoration:none; border:none; max-width:100%; font-size:16px" width="560"/>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17563159007958" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17563159007958_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  Thomas put it perfectly: "It's so easy to fall into the trap of 'I'm going to fix this 90-day churn with this feature.' But that's not the problem. The problem is they never even got there because you haven't made onboarding frictionless."
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  <span style="font-weight: bold;">
                   Your homework:
                  </span>
                  Pull up your analytics. Look at users who churned in their first 30 days. Now look at their session data. I'm willing to bet a significant chunk never made it past their first 30 minutes.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  What would it take to get them to value in 10 minutes or less? Not through your whole feature set—just one thing that makes them have that "aha!" moment. That's what you should focus on showcasing in your onboarding.
                 </p>
                </div>
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                    <a data-hs-link-id="2" data-hs-link-id-v2="OVEityhd" style="color:#00a4bd; font-size:16px; font-family:Lato,Tahoma,sans-serif; Margin:0; text-transform:none; text-decoration:none; padding:12px 18px; display:block" target="_blank">
                     <strong style="color:#ffffff;font-weight:normal;text-decoration:none;font-style:normal;">
                      Watch Thomas's full chat
                     </strong>
                    </a>
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                    </p>
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                 <p style="line-height:175%">
                  I encourage you to pick ONE of these to try next quarter:
                 </p>
                 <ol style="line-height:175%">
                  <li>
                   <strong>
                    Leadership
                   </strong>
                   : Identify one place you're still operating as an IC instead of enabling your team. Hand it off.
                  </li>
                  <li>
                   <strong>
                    Pricing
                   </strong>
                   : Run one small pricing experiment. Different page. Different cohort. Different value prop.
                  </li>
                  <li>
                   <strong>
                    Onboarding
                   </strong>
                   : Time how long it takes a new user to get real value. Is it under 10 minutes? If not, what's in the way?
                  </li>
                 </ol>
                 <p style="line-height:175%">
                  I promise you'll be better for it! After all, this advice is coming from founders who have all been there, done that.
                 </p>
                </div>
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                 <p style="line-height:175%">
                  I read every response when you hit reply, so let me know which one you're tackling. Or tell me which founder chat resonated most—we've got season two dropping soon and I want to know what you want to hear more of. ✨
                 </p>
                </div>
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                     <strong style="color:#ffffff;font-weight:normal;text-decoration:none;font-style:normal;">
                      Binge all our Founder Chats episodes here in the meantime
                     </strong>
                    </a>
                   </td>
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                 <p style="line-height:175%">
                  Cheers,
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%; font-weight:bold">
                  Andrea
                 </p>
                 <p style="line-height:175%; font-weight:normal">
                  Content Marketer @ Baremetrics
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                  📢 Calling all Hubspot users!
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                  We looking for beta testers to try out our new Baremetrics Hubspot integration launching soon. 👀
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                  If you're interested, reply to this email with "HUBSPOT" in all caps.
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