The Undefeated Underdogs

👉🏼 About the Guest:

Katelyn Bourgoin (190K+ followers across Twitter and her newsletter!) is a marketer by trade and a 4X founder by choice. Her specialty is helping growth-hungry teams figure out what triggers customers to buy so they can market smarter. She's been called an "influential entrepreneur" by Forbes and named as one of the "top 20 wonder women of SaaS marketing and growth."

She's run her own branding agency—reeling in clients like Target and Holiday Inn—built and sold a restaurant consulting business in under 2 years, and founded a VC-backed tech company that Inc. Magazine once called “the next LinkedIn”. Over the years, she's been featured in Forbes, Inc., USA Today, HuffPost, CBC, CTV, Bustle, and more. She writes Why We Buy newsletter covering all trends in marketing.

👉🏼 About the Host:

Sharath is a founder, creator, and community builder. He is also a serial maker who built and shipped 15+ projects using no-code tools. His SaaS product Shoutout generated $30k ARR, which was sold to a UK-based product studio. Prev, Sharath worked for world-changing startups like Product Hunt and On Deck, where he helped build and nurture communities. He also grew his audience on Twitter from 200 to 22,000 using give-first principles and creating high-value content. Currently, he is the Head of Community + Brand at Threado, building a SaaS product called GuestLab, and runs another podcast series called YC Founder Stories alongside hosting this one.

👉🏼 Sponsor Corner:

Shoutout to for being the first sponsor of The Undefeated Underdogs podcast! They’re the best online marketplace to buy/sell startups and I know many founders who have sold their businesses there. If you're looking to wind down your business and cash in some of your founder chips, check them out -

👉🏼 Description:

Listen in as Sharath and Katelyn discuss discovering your ideal customers, overcoming startup failure, customer frameworks, and more!
👉🏼 Timestamps:
  • 00:00: Episode Highlight
  • 00:56: Shoutout to
  • 03:24: Introduction to Katelyn Bourgoin – "The Customer Whisperer"
  • 05:10: How Katelyn learned the skill of being authentic on the internet
  • 11:38: How to overcome startup failure
  • 17:02: Katelyn's journey to learning how customers buy
  • 22:52: The biggest mistake founders make in customer discovery
  • 29:24: The best framework to find your ideal customers
  • 34:31: How to find customers for your business again and again
  • 40:50: How to write a newsletter every week
  • 46:30: How to differentiate yourself in marketing
  • 51:27: Why 2024 needs your personal brand
  • 58:03: Why investing in copywriting is the #1 skill you need
  • 1:05:46: How to link your business actions to science
  • 1:07:31: Outro and closing thoughts
👉🏼 Resources:
👉🏼 Where to find Katelyn:
  • Twitter:
  • Linkedin:
  • Customer Camp - The way to find your customers:
  • Unignorable - Build an unignorable personal brand:
  • Why We Buy Newsletter:
  • Wallet Opening Words - Make tiny copy tweaks that drive BIG sales:
👉🏼 Where to find Sharath:

What is The Undefeated Underdogs?

The Undefeated Underdogs is a podcast unpacking the underdog stories you never heard of!

It highlights the underdog mentality and brings authentic conversations with people who play the long game, take action with a chip on their shoulders, and convert obstacles into opportunities!

Buckle up, as I will be bringing some authentic founders, VCs, community builders, and content creators who got underestimated their whole life, and yet they beat the odds and became insanely successful!