Is founder-led marketing right for your SaaS, or just a distraction?

In this episode, Rob Walling sits down with Jay Clouse, founder of Creator Science, to explore founder-led marketing. They dig into how Jay overcame his own limiting beliefs about creativity, why most SaaS founders probably shouldn't pursue content creation, and how to evaluate whether building an audience makes sense for your specific business.

This is part one of a two-part conversation. Head to the Creator Science podcast to hear Jay interview Rob about SaaS, being a creator, and how he prioritizes his time.

Episode Sponsors:

This episode is brought to you by Mercury

Mercury is the banking solution I use across my businesses, from my personal single-member LLC to MicroConf and TinySeed.

Traditional banking forces you to duct-tape tools together and work around slow, clunky processes. Mercury gives me a clean dashboard that shows exactly where each business stands at a glance.

The interface is simple enough for daily banking and paying invoices, but powerful enough to handle multi-step approval workflows for large transfers.

There's a reason more than 300,000 entrepreneurs have made the switch. It's free to get started with no in-person visits and no minimum balance.

Apply online in minutes at mercury.com.

Mercury is a fintech company, not an FDIC-insured bank. Banking services provided through Choice Financial Group and Column N.A., Members FDIC.

Need to ship faster without expanding your team?

Gearheart is an AI-powered product studio that helps startups build B2B SaaS apps and AI agents, fast. Their team ships at twice the speed of traditional dev shops and understands how to work within startup constraints.

Whether you need a fractional CTO or experienced engineers to accelerate development, Gearheart plugs directly into your workflow and delivers. They’ve built 70+ products, including SmartSuite, which raised $38M and is used by companies like Capital One.

As a listener, you get the first 20 hours of development free when you mention the podcast.

gearheart.io

• (3:17) – What is Creator Science and who it serves
• (6:49) – “I’m not creative”: Jay’s mindset shift + advice for founders
• (11:38) – Examples of ultra-niche creator businesses
• (13:54) – Why founders should create content for customers (not other founders)
• (19:02) – Discovery vs. relationship channels: where attention actually comes from
• (20:10) – Who Should Pursue Founder-Led Marketing?
• (24:17) – Picking platforms based on where your customers already are
• (31:43) – Founder-involved vs. founder-led marketing

• MicroConf Europe┃Reykjavik, Iceland · Sept 21-23
• Creator Science
• Creator Science Podcast (Part two of this conversation)
• Jay Clouse┃LinkedIn

When do you finally quit your day job and go all-in on your startup?

In this solo episode, Rob Walling answers listener questions about when it’s worth taking funding to speed up your path to full-time, how to think about equity when a co-founder joins late, and whether A.I. is shifting startup risk from market risk to feasibility risk. He also breaks down how to treat a low-priced, high-churn plan as “cheapium,” when to kill it, and how to test freemium without making a decision you can’t undo.

Want to get your question answered? Drop it here.

Episode Sponsor:

Hiring engineers shouldn’t feel like sorting through AI-polished resumes.

G2i cuts through all of that. They’ve pre-vetted over 8,000 engineers, all with 5+ years of real experience, and they run live, human-led technical interviews to verify actual skills.

No time wasters. No guesswork. Just solid developers who can deliver.

G2i is trusted by companies like Meta, Microsoft, and countless bootstrapped founders who need to move fast without making expensive mistakes.

Get a 7-day free trial and $1,500 off when you mention Startups for the Rest of Us at https://www.g2i.co/rob

• (2:48) – When is it time to quit your day job, and should you raise funding to do it faster?
• (4:35) – The “emotional runway” problem (and why bootstrappers burn out)
• (10:06) – Equity splits: when to talk about it, and what actually matters
• (13:57) – Late co-founder vs. business partner: how traction changes the %
• (18:34) – Is A.I. increasing feasibility risk (aka tech risk) for startups?
• (25:01) – Should a cheap, high-churn plan be treated like a marketing channel?
• (26:19) – “Cheapium” pricing: when to keep it, kill it, or test freemium

• Apply to TinySeed - Applications are until Feb 17th, 2026
• The SaaS Playbook by Rob Walling
• MicroConf - Community for SaaS Founders
• Slicing Pie by Mike Moyer
• Die With Zero by Bill Perkins
• Dharmesh Shah

If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!

Subscribe & Review: iTunes | Spotify

Could your business structure quietly cost you millions when you sell?

In this solo episode, Rob Walling answers listener questions about when QSBS might justify a C Corp (vs. staying an S Corp or LLC), why SaaS exits are often discussed in ARR multiples rather than EBITDA, and how the profitability/growth tradeoff impacts valuation. He also shares thoughts on GMV-based pricing and where developers can learn practical, non-fluffy marketing skills.

Episode Sponsors:

This episode is brought to you by Mercury

Mercury is the banking solution I use across my businesses, from my personal single-member LLC to MicroConf and TinySeed.

Traditional banking forces you to duct-tape tools together and work around slow, clunky processes. Mercury gives me a clean dashboard that shows exactly where each business stands at a glance.

The interface is simple enough for daily banking and paying invoices, but powerful enough to handle multi-step approval workflows for large transfers.

There's a reason more than 300,000 entrepreneurs have made the switch. It's free to get started with no in-person visits and no minimum balance.

Apply online in minutes at mercury.com.

Mercury is a fintech company, not an FDIC-insured bank. Banking services provided through Choice Financial Group and Column N.A., Members FDIC.

If you’ve got a strong vision but no technical partner, you need more than a “vibe-coded” MVP, you need a real foundation.

That’s where Designli comes in. Their two-week SolutionLab Prototyping Sprint pairs you with a product owner, designer, and developer to turn your idea into a beautiful, clickable prototype you’ll be proud to show investors or early users.

Right now, Startups for the Rest of Us listeners get $3,800 off their sprint. Get started at designli.co/fortherestofus

• (3:30) – How the QSBS tax benefit can save you millions
• (7:40) – C Corp vs. S Corp: which structure makes sense for founders
• (9:39) – Why ARR multiples matter more than EBITDA in SaaS
• (13:13) – Profitability as a drain on growth
• (17:48) – Should co-founders join the same mastermind?
• (19:16) – How to leverage GMV-based pricing in SaaS
• (22:48) – The best way for developers to learn real marketing skills
• (31:28) – Why every founder should master sales and marketing early

• TinySeed Applications Live Q&A - February 11th, 10:00 AM EST
• Apply to TinySeed - Applications are until Feb 17th, 2026
• The SaaS Playbook by Rob Walling
• MicroConf - Community for SaaS Founders
• Conversion Factory
• TinySeed Mentors
• Rob Walling on X (@robwalling)

If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!

Subscribe & Review: