In this episode of SaaS Fuel, we welcome Jon MacDonald, the founder of The Good - a digital experience optimization firm known for driving results for major online brands like Adobe, Nike, Xerox, The Economist and more. Jon shares how brands can better understand their customers by simplifying the user experience and engaging customers at every step.

He also dives into the key psychological factors behind online behavior, including the IKEA effect and the difference between Satisfiers and Maximizers. Explore the pitfalls of discounting, the value of gated content, and how brands can balance AI with human insights for long-term success. Learn practical tips for creating customer-centered digital experiences that boost conversions.

Tune in to this episode to know more about Jon’s expertise in digital optimization that can help enhance customer experiences, boost conversions and stay ahead in the competitive SaaS landscape.

00:00 Decision delays due to budget cycles and scrutiny.

08:49 Reduce friction, quick wins, streamline onboarding: success.

14:40 Passionate about user interfaces and human-computer interaction.

15:42 Combined CS and visual arts, led to Flash.

25:24 Understand user questions during each digital journey phase.

26:54 Make websites clear; answer customer questions repeatedly.

36:18 People research extensively online before purchasing products.

41:00 Give away content freely; charge for personalization.

46:22 5-factor scorecard for successful optimization programs.

52:34 Involve consumers; they make subconscious decisions daily.

58:13 Treat consumers as individuals, not just numbers.

01:00:39 Humans preferred over AI; optimization still necessary.

"I think that every single element of your website is gonna tell the consumer something about why they do or do not wanna work with you or buy from you." — John McDonald 00:20:58

"The easiest thing here is to understand as a brand that your consumers coming to your site do not have any context that you possess as somebody who works every day with the brand." — John McDonald 00:27:07

"You wanna show people exactly what their purchasing choice says about them to other people. And that can often be done through social proof. It can be done through, through, you know, reviews." — John McDonald 00:29:07

"And so I'm a firm believer that you should give away as much content as you possibly can. Now if somebody wants that applied to their situation directly and specifically, that's when you charge for it." — John McDonald 00:41:31

"Unfortunately, what most brands don't understand is that consumers are making 35,000 decisions a day." — John McDonald 00:52:57

"Just because you can't see the consumer on the other side of the screen does not mean that they aren't human." — John McDonald 00:58:26

1. Understand Your Customers’ Need: Know that understanding customer pain points is essential. By identifying what users are looking for, you can tailor the experience to guide them efficiently toward a solution.
2. Focus on Post-Launch Optimization: Building a product is only the first step; constant optimization is key to long-term success. Prioritize refining their offerings based on user feedback and performance data.
3. Avoid Over-Reliance on Discounts: Offering discounts may drive short-term gains, but it risks creating a customer base that only values your product at a reduced price. Instead, focus on adding value to maintain product integrity.
4. Leverage Psychological Insights: Understanding...

In this episode of SaaS Fuel, we explore the journey of Dave Dittenber, who transitioned from a humble dishwasher in Northern Michigan to a tech innovator revolutionizing the restaurant industry.

Discover how Dave’s innovative solutions, such as BYOD (Bring Your Own Data) and Mabel, a virtual restaurant assistant, are enhancing decision making and streamlining operations without losing the essential personal touch.

Learn practical tips for improving employee efficiency through customizable checklists, gamification, and structured processes within mobile apps. Finally, dive into the strategic challenges and partnerships that have fueled the growth of Dave’s tech-driven solutions in the hospitality sector.

Don’t miss this episode— it’s a masterclass in balancing people, processes and technology for operational success.

00:00 New leadership, changing market, outdated business models.

03:56 Platform as a service enables scalable, sticky relationships.

08:45 Leadership, followership, security insights from experts.

11:41 Balancing technology and hospitality in restaurant management.

16:21 Alerts to adjust TV for marketing initiatives.

18:18 Historical data alone can't accurately predict sales.

23:00 Need easy, customizable checklists to improve documentation.

24:13 Easy-to-use customizable checklist for staff operations.

28:13 Technology aids onboarding, enhances communication, personal touch.

34:18 Lacked technology expertise after co-founder Frank passed.

37:52 Challenges in adapting technology due to uncertainties.

40:38 Shifting focus from small customers to enterprise.

43:00 Converting convenience stores to digital for efficiency.

47:11 Our product ensures user-centric data solutions, strategically.

51:15 Different standards; resilience and learning are essential.

52:46 Transitioned from simple bank debt to private equity.

Strategic Sales Relationships: "Instead of going out like lead gens and a lot of things that we were told in the beginning that we had to worry about, like, we can be a lot more tactical or strategic by through relationships and getting to know people." - Dave Dittenber 00:48:15

Bootstrapping and Private Equity: "We bootstrapped, and we self funded, probably the 1st 2 years. And then as we were looking to say, okay, as you're gonna, you know, be more viable and you're gonna build build a business, it has to be investable." - Dave Dittenber 00:53:19

The Weight of a Title: "The other thing is sometimes they put the CEO title behind your name and you think that you should know everything." - Dave Dittenberg 00:54:53

Transparency in Business: "We also are really transparent with our investors. Right? If we're gonna go do something or thinking about doing something, you know, we communicate that." - Dave Dittenberg 00:55:09

1. Embrace an Unconventional Journey: Dave’s path from dishwasher to tech entrepreneur highlights the importance of diverse experiences in shaping innovative solutions. His background in hospitality provided unique insights that a traditional tech background might not have offered. Embrace and leverage unconventional journeys to drive innovation in SaaS products.
2. Integrate Technology with Human Touch: Dave’s innovations like BYOD and Mabel show the importance of integrating technology to enhance human operations rather than replace them. The concept of “augmented intelligence” rather than “artificial intelligence” emphasizes that technology should support human decision making,...

In this episode of SaaS Fuel, we dive into the intricate relationship between leadership and followership with Dr. Chris Fuzie, an expert in consulting and teaching. Chris introduces the concept of “liminal space,” where middle managers must navigate the dual responsibilities of leading their teams and aligning with upper management.

Explore how leadership and followership are two sides of the same coin, each essential for organizational success. Using geometric shapes, Chris simplifies strategic, tactical and operational goals into core behaviors, fostering a cohesive and value-driven culture. Practical examples of servant leadership and mentorship underscore the importance of mutual growth and empathy in the workplace.

Tune in to reshape your understanding of effective leadership and followership.

00:00 Cybersecurity importance rising; low-code speeds app development.

03:51 Share your takeaways and insights in comments.

07:56 Consultant demonstrates value using two-sided coin.

10:23 Followers complement leaders; they share identical goals.

14:05 Consulting on leadership traits and followership trends.

18:07 Shapes represent core functions in organizations.

21:10 Focus on 6 operational standards for workers.

25:26 Hire those embodying real values, not aspirational.

29:01 Behavior over position: essential for leadership and marketing.

31:49 Police lieutenant gave honest feedback to chief.

35:54 UC Davis macing incident led to leadership changes.

39:20 Servant leadership meets employees' fundamental needs successfully.

43:04 Servant leadership thrives on acts of service.

43:45 Leaders should empathize with their followers' needs.

47:29 Leaders should be open to flexible ideas.

“In that context, in the leadership context, followers are not necessarily opposite of leaders, and then it ends up saying that they're actually complimentary and they're on the same goals and the same I put that right into the book." — Dr. Chris Fuzie, Ed.D. 00:11:04

"These are the ones I know people said they want, and I know they've identified as great leader behaviors." — Dr. Chris Fuzie, Ed.D. 00:16:23

"Operational Standards in the Workplace": "Now if that production line were those production line workers only remember those 6 things, I'm good with that." — Dr. Chris Fuzie, Ed.D. 00:21:50

"Handling Controversial Incidents": "Chris, I need help, and I need it right now." — Dr. Chris Fuzie, Ed.D. 00:36:36

Quote: "So people who are successful with the servant leadership, they figure out that they meet people there any of the Maslow's, you know, physiological needs, safety and security needs, what is it, love love and belonging needs, and then, self esteem and some of the self actualization." — Dr. Chris Fuzie, Ed.D. 00:39:40

1. Embrace the Dual Role of Leadership and Followership: In SaaS organizations, leaders often find themselves in “liminal space,” where they must simultaneously lead their teams and align with upper management. This dual role underscores that leadership is not just about directing but also about effectively following. Middle managers, for instance, need to interpret and implement directives from higher ups while inspiring and guiding their teams. This balance is crucial for maintaining organizational coherence and achieving common goals.
2. Utilize Tessellations to Simplify Organizational Goals: The concept of tessellations, using geometric shapes to represent different organizational levels— strategic, tactical and operational. This...

In this episode of SaaS Fuel, we explore the transformative power of cybersecurity in driving business growth with Saaim Khan, founder of Cyber Matters - who specializes in helping businesses drive growth and enhance operational resilience through proactive, cost-effective cybersecurity strategies tailored to align with core business objectives. Saaim shares his journey from software development to becoming a cybersecurity innovator, emphasizing the crucial role of mentors and long-term professional relationships.

Learn actionable insights on building business resilience, effective communication during crises, and cost-efficient cybersecurity measures suitable for companies of all sizes.

Tune in to understand how proactive security can fuel business success and hear gratitude for the ongoing support from listeners.

00:00 Over-attachment to plans causes frustration and missed opportunities.

10:10 From software development to tech marketing cybersecurity.

12:33 Grateful for mentors' career guidance and support.

19:04 Focus on customer needs and their motivations.

23:51 Businesses must profit to support all operations.

29:52 Using recent testing for targeted security training.

36:02 Scale revenue effortlessly with Champion Leadership Group.

41:47 Build scalable, secure data habits from day one.

46:20 Ensure system resiliency; rely less on software.

49:30 Effective communication is crucial during cybersecurity incidents.

58:55 Free OWASP tools, WordPress plugins, Cloudflare security tools.

"I do feel that once you get the taste of being your own boss and you get the taste of running things your own way, it's very difficult to go back into working for somebody else." — Saim Khan 00:17:01

"The first question I always ask is, why do you want to do this? What's brought you here?" — Saim Khan 00:19:30

"However, over time, everything becomes commoditized. And as a consequence, the compliance of these things also becomes commoditized to into a, you know, checkbox exercise or a tick box exercise, if you will." — Saim Khan 00:27:00

"We just don't want to work with the enterprise side of town only because of the politics and the bureaucracy that's involved." — Saim Khan 00:34:44

"One thing that, you know, we we always think about within cyber matters is if any of our software systems, like SaaS software that we use goes down, do we have the ability to still operate our business?" — Saim Khan 00:48:12

1. The Power of Mentorship and Long-Term Relationships: Saaim’s journey from software development to cybersecurity highlights the critical role mentors and early professional connections play in shaping one’s career. By fostering long-term relationships and paying it forward, leaders can build a supportive network that contributes to ongoing personal and professional growth.
2. Aligning Cybersecurity with Business Objectives: Saaim emphasizes the importance of understanding the true motivations behind cybersecurity compliance, such as SOC 2 and aligning these efforts with core business objectives. Integrate cybersecurity deeply into their business strategy to not only protect but also propel...

In this episode of SaaS Fuel, Jeff dives into the art of impactful communication and the secrets to building a thriving workplace with Brenda Viola, an expert with a rich background in news anchoring, public relations, and marketing. Brenda shares practical strategies for active listening, thoughtful speaking, and asking the right questions to transform both personal and professional interactions.

We hit on key aspects like the integral role of communication in cultivating a positive work environment, and why employees crave to be seen and heard. We discuss unique strategies for keeping team morale high, including the power of recognition, and how aligning core values with actionable initiatives can transform your company dynamics. Brenda shares her invaluable insights and personal experiences, highlighting the transformative impact of genuine care, feedback loops, and fun activities in the workplace.

Plus, don't miss out on our conversation about the relevance of knowing your employees' growth goals, the importance of an AHOD (All Hands on Deck) meeting, and the innovative concept of integrating "love languages" into business practices.

So sit back, relax, and let's fuel your SaaS growth journey with practical tips and heartfelt stories. Let's dive in!

00:00 Fijian strategies: unity, resilience, community, shared goals.

05:33 Leadership during transitions builds strong, resilient teams.

08:17 Effective communication is key to healthy culture.

10:26 Effective communication requires both listening and confirming understanding.

16:09 Listens, acknowledges, then shares new ideas collaboratively.

19:39 Inherent goodness, seen and heard, anonymous surveys.

22:39 Core values celebrated through praise and traditions.

24:07 Employee growth through communication and nurturing dreams.

28:04 Stepping away: prioritizing health over work tasks.

32:38 Culture reflects the worst behavior tolerated, communicated.

36:38 Employees thanking employees fosters organizational appreciation culture.

38:46 Align initiatives with core values for effectiveness.

43:27 Annual calendar with sales reps photoshopped into movies.

46:04 CEO's humor relieved my fear, emphasized people.

48:26 Fun channel, scholarship for employees' children instituted

53:02 Founder, consultant; holistic outcomes; leadership discussion next.

"People don't wanna hear what you have to say unless they know you've listened to them too." — Brenda Viola 00:10:36

"How do you know what the hopes and dreams of your team are if you never ask?...This person is now a full fledged sales rep with the company and loyal to the company because that person felt heard and seen and invested in." — Brenda Viola 00:25:00

"Culture will only be as good as the worst behavior that the leader tolerates." — Brenda Viola 00:32:48

"Creating programs where employees can thank employees makes appreciation a part of the warp and woof of your organization, not just top down, but throughout." — Brenda Viola 00:37:38

1. Embrace Active Listening and Thoughtful Speaking: Brenda emphasizes

In this episode of SaaS Fuel, Jeff delves into the remarkable journey of Steven Webster, the founder of Asensei - who leverages AI and computer vision technology to transform traditional fitness equipment into ‘smart’ devices that provide real-time coaching and movement recognition, enhancing user engagement and performance in both home and gym settings. Steven shares how his passion for sports and technology led him to study computer science, sell a company to Adobe, and work on groundbreaking projects at Microsoft.

Discover how Asensei is revolutionizing the fitness and healthcare industries with AI and computer vision, turning traditional fitness equipment ‘smart’ and meeting the growing demand for home fitness solutions.

Tune in to learn about the future of fitness technology, including DNA-assessing smart mirrors and gamified boxing bags, and how martial arts principles have shaped Steven’s entrepreneurial success.

00:00 Entrepreneurs must embrace giving back early.

04:37 Employee excitement fosters purpose, unity, and giving.

06:15 Integrate purpose into business for lasting impact.

10:23 Left Microsoft to lead in movement recognition.

14:32 Early company focus on problem-solving and monetization.

17:58 Encouraging others to unlock athletic potential at home.

20:15 Track and customize workouts with smart technology.

22:29 Challenges of building a startup during uncertainty.

26:32 Developed rowing app, built partnerships, gained popularity.

31:38 Entrepreneurs succeed by building products for others.

33:52 Assisted stretching workshops with technology for customer acquisition.

38:23 Accountability is key to maintaining motivation.

42:11 Tracking whole body, skeleton and biomechanics.

42:55 Ascensi innovated smart textiles for wearable tech.

46:45 Love problem, pivot, technology, improve, find success.

51:13 Lessons learned: grow into higher valuation.

55:46 Reps, persistence, and refining for success in business.

57:22 Steven shares journey, insights, offers more info.

“It's not a transition as much as a journey. Yeah, it kind of feels like I'm at the place I was always destined to go.” - 00:00:15 Steven Webster

“That the way for us to be a pervasive technology was to be an ingredient in other people's products, rather than to be direct to consumer, right?” - 00:06:50 Steven Webster

“So we give a lot of control to the end customer on what the user experience will be, but we give them all the ingredients and the underlying AI that can capture movement and understand movement.” - 00:07:57 Steven Webster

“One in two people don't ever join a gym or join a yoga class because they're intimidated or because they don't have the confidence to do it. And so, at home is a great place to break down those barriers.” - 00:10:07 Steven Webster

“So Post-it notes and Excel spreadsheets are great clues for opportunities for innovation.” - 00:23:11 Steven Webster

1. Leverage Passion for...

In this double-founder episode week of the SaaS Fuel podcast, we sit down with Brad Dickinson, co-founder of SocialHP, to explore the dynamic world of social media marketing. Brad shares insights from his journey, emphasizing the importance of employee advocacy and executive thought leadership. He discusses the challenges in social media marketing and emphasizes the importance of urgency in boosting productivity and sales.

Brad also highlights the benefits of using social media for fundraising and accessing capital, particularly through Canadian crown corporations like BDC and EDC. He underscores the power of individual voices within organizations. SocialHP's employee advocacy platform assists companies and individuals in standing out in competitive markets by effectively sharing their stories, especially on LinkedIn.

Be sure to tune in for this insightful and engaging conversation, and discover how urgency can drive both personal and business success.

00:00 Research, reviews, values - crucial for consumer connection.

04:38 Humanize brand, build connections, share experiences. Subscribe.

08:45 Individuals and organizations managing social media content.

12:05 Encouraging employees to share approved content effectively.

15:34 Innovative methodology empowers users, boosts user rates.

19:05 Social HP enhances employee advocacy and engagement.

23:09 Value to organization and individuals is crucial.

25:44 Leverage current resources for increased executive visibility.

27:04 Executives delegate message approval to avoid risks.

30:57 Adapting to industry changes and assessing performance.

36:06 Challenges and feedback drive our success always.

37:13 Regularly listening to customers, adapting and innovating.

43:33 Exposure is key to fundraising success.

47:13 Toronto-based company benefits from BDC and EDC.

48:22 Government incentives aid company despite bureaucratic challenges.

51:47 Create urgency within prospect base, adapt to challenges.

55:40 Instant escape to tropical paradise through AI fitness.

"There's always kind of a yin and a yang or a push and a pull when it comes to marketing period but particularly social marketing right because you got an organization that has a particular set of brand values" - 00:02:02 Brad Dickinson

“And there's not that, that brand cohesiveness, that message, the look, the feel, and, but there, there's gotta be a middle ground of, of really tapping into the audiences that are out there, you know, while giving a professional message and engaging like humans, that's what social is about.” - 00:04:31 Jeff Mains

"If you look at the numbers in terms of reach, engagement, impressions, all of that good stuff, when you have an army of employees behind you, it is. A hundred X or a thousand X compared to a company page alone." - 00:18:57 Brad Dickinson

"Set some targets for yourself long-term and short-term and make sure that the work that you're doing and the place that you're spending your time is actually moving you forward towards those goals and you're being productive, not just active." - 00:43:27 Brad Dickinson

"But you often times get a very good description of what it is that these folks are doing when they reach out to their, for their benefit as well." - 00:39:23 Brad Dickinson

"A single executive in and of themselves sees about 7x more exposure, more engagement than a corporate brand. So, if you have your CEO posting the same content as you posted on your corporate LinkedIn page, it's going to get 7x on average, more eyeballs, more engagement, more interaction than a corporate post will.”...

Welcome to another episode of SaaS Fuel! In this episode, we’ll explore the world of SaaS scaling and innovation with Kirk Marple, the CEO of Graphlit.

Kirk discusses his journey from working at Microsoft and General Motors to becoming a successful SaaS founder. The conversation delves into Graphlit’s strategies for platform growth and scaling revenue, emphasizing the crucial role of SDK releases, free tier quotas, and pricing adjustments. Kirk also shares insights into the pivotal shift from a B2B sales outbound motion to product-led growth (PLG) and marketing-led growth, shedding light on how the company is reshaping its development team for better productivity.

From tackling platform risks and pricing models to addressing challenges in AI model obsolescence and infrastructure evolution, this episode is packed with valuable insights for SaaS founders striving to scale their businesses. Get ready to dive into the world of SaaS scaling and innovative strategies with Jeff and Kirk on SaaS Fuel!

00:00 Encountering mysterious creature in a bungalow at night.

05:09 Surprised by the large land crab, dramatic yet humorous.

09:24 Debated between API platform and app route.

10:10 User resistance to new software implementation explained.

15:33 Improving user experience with SDK and platform.

18:40 Enhancing data with external sources for analysis.

21:03 Hackathons benefit developers and the company's exposure.

25:28 Visual and audible learning for platform usage.

28:23 SDKs and sample apps are open source, platform is closed.

30:47 Addressing platform risks, including data migration options.

33:56 Allowing users to bring their own API keys.

37:57 Improving developer portal and addressing user needs.

41:27 Reverse UI as a service for chatbot.

43:38 AI infrastructure adapts to new models rapidly.

45:47 GPT-5 beats GPT, new leader emerging.

Removing Friction in Product Development: "I just got a customer feedback of somebody being like, hey. This is great, but it's still like, I want more demo concept of, like, more just direct access to try it out without, like, reading the documentation." — Kirk Marple 00:15:49

Quote: "I would love to have video series on each feature area that instead of having to read the docs, we can just have a a video to watch. And I think I think that'll help with conversion and just, I mean, making people happier Yeah. For for using the platform." — Kirk Marple 00:25:28

Developer Portal Redesign: "And so when you create a project, we have a much better starting page that links properly to documentation and sample apps and kinda gives them a like, okay, start here, do this, concept, and then we have the API keys that they can just copy right out of there." — Kirk Marple 00:38:06

Expanding Understanding before Solutions: "You know, at this stage, our goal is to expand our understanding of the problem space, not just jump to solutions and that's really hard for me because I wanna jump straight into solve mode but when we get really really curious, we gain new insights" — Jeff Mains 00:03:14

Scaling SaaS Businesses: "We learn, we adapt, we grow,...