I've left Hotjar to fight marketing bullshit full-time with Everyone Hates Marketers. After nearly four years of working on the podcast while at Hotjar (reaching nearly 1M downloads and making a lot of friends in the process), I am ready to give it all my attention and become a full-time creator.
I joined Hotjar nearly four years ago after my first attempt at building my own business. It was a conversion rate optimisation agency called Slices Consulting (you can access the site using the Wayback Machine); at its peak, we were a remote team of four spread across the World with clients like Dropbox, Phorest, or NinjaOutreach.
Looking back, it's fun to see we were ahead of two trends: remote working and radical transparency (I used to share income reports and learnings every month).
I started with no existing audience, no credibility in the space, no deep expertise, no true passion for the craft, and no strong support system with people who've been there, done that. The services we were selling were not in high demand and it was an uphill battle to get new clients on board.
Everyone Hates Marketers saved me from going insane when I had no energy left to pour into Slices Consulting. Talking to marketers and founders who believed in what I believed gave me so much energy.
One of those founders was David Darmanin, who had co-founded Hotjar back in 2014. I was a power user of the tool and had been really inspired by the way he was sharing his journey transparently. So I had him on the podcast, we kept in touch, and I had the opportunity to join Hotjar shortly after that.
It was good timing.
The next time I launch a business, I will not make the same mistakes I had made with Slices Consulting.
I will have an audience to reach out to, I will have built credibility by giving stuff for free and help as many people as possible, I will create a company of one with no major overheads, and I will sell products that are in high-demand.
Working for Hotjar has felt like being inside a rocket ship during take-off; I had to buckle up to follow everything that was going on. Things were moving so, so fast, in every portion of the business: new hires, new features, new content, new users... It was pretty much everything I had failed to create with Slices Consulting.
I know it's a cliché, but I've learned lessons I will never forget in my lifetime: how to create and maintain a healthy company culture, how to hire the right people, how to give radically candid feedback, how to put your users at the center of everything, how to work remotely and remain productive, how to build a content marketing operations from scratch, etc.
I love to create stuff that radically stands out and help others do the same. It makes me feel good, it gets results, and it's the antidote to marketing bullshit.
It might sound like a simple statement but it took me a while to peel this onion and get to the core. In retrospect, those are some of the projects I've enjoyed the most:
And, do you know what else is interesting? The most popular episodes on the podcast cover the same topic: take fucking risks with Paul Mellor, marketing secrets with Seth Godin, or even writing copy that converts with Joanna Wiebe.
I don't have a 5-year plan figured out; I'm aiming to learn as I go and to share my journey with you in the process.
This is what I have figured out so far:
This is it. This felt quite therapeutic.
Thank you for reading this far. While I have you, here's my ask: sign up to my email list on the Everyone Hates Marketers website. This is where I'm going to share my updates, lessons about radical differentiation, and upcoming products.
Everyone explains that making your business different is vital — but NO ONE (not even experts) explains how to actually do it... Until now.
Just click on that big fat red button, answer a couple of questions, and learn to stand the f*ck out in a no-bull, super-practical way:
"A terrific celebration of marketers and marketing in all its forms."
"When are you going to do something in French so I understand it?"
"You're literally the only marketer I can stomach."