Andres Mitnik is the CEO and founder of Strong by Form, a deeptech startup revolutionizing sustainable construction materials. With a background in civil engineering and advanced degrees from Harvard and NYU, Andres is tackling industrial decarbonization—responsible for 30% of global carbon emissions.

Strong by Form has developed Wood Flow, a next-generation timber composite that replaces steel, concrete, and aluminum at a fraction of the weight and, critically, at a price point competitive with traditional materials.

After seven years of development and over €5 million raised, the company has secured partnerships with industry giants including BMW, Deutsche Bahn, and Vinci. Now preparing for their Series A, Strong by Form is proving that climate tech can compete on both performance and cost in the $16 trillion construction industry.

In this conversation, Andres shares the journey from prototype to commercialization, the challenges of deep tech fundraising, lessons from product-market fit research, and why he measures success not by exits, but by impact.

Weekly Deep Tech Intel — https://www.conscioustech.co/

Connect with Andres — https://www.linkedin.com/in/andres-mitnik/

Connect with Sera — https://www.linkedin.com/in/seratajima/

Chapters 📖

[00:00:00] Industrial Decarbonization & the Green Premium Challenge

[00:02:06] Why Hardware Matters: Beyond Software Solutions

[00:05:49] From Real Estate Consulting to Climate Tech

[00:08:11] Wood Flow Technology: 3D Wood Composites Explained

[00:11:21] Shape Optimization & Fiber Alignment Innovation

[00:13:44] Three Seasoned Founders: Dividing Technical & Business Roles

[00:17:16] Global Expansion: From Chile to Europe

[00:18:37] BMW Partnership & Mobility Applications

[00:19:25] The Holy Grail: Price Competitive with Concrete

[00:21:18] Finding Product-Market Fit in Deep Tech

[00:24:31] Building Visibility: Marketing a Physical Product

[00:27:27] Going to Market: Architecture, Mobility & Construction

[00:31:38] Product-Market Fit Research Insights

[00:36:41] The Catalog Strategy: Balancing Bespoke & Standardization

[00:38:34] Regulations, Durability & Fire Resistance

[00:42:18] Sustainable Wood Sourcing & Certification

[00:46:02] Cost vs. Sustainability: The Reality Check

[00:47:57] Seed Round to Series A: The Fundraising Journey

[00:51:38] Investor Milestones: Unit Economics & Production Costs

[00:54:01] Racing Through Technology Readiness Levels (TRLs)

[00:56:23] Success, Challenges & Founder Lessons

Partner with Conscious Tech: sponsor@conscioustechventures.com

Sean Ellis is the OG growth hacker who built growth engines for Dropbox, Eventbrite, LogMeIn, and two other unicorns—shares the frameworks climate tech founders actually need to scale sustainably. Learn the one question that predicts product-market fit (his famous 40% rule), why 80% organic growth beats paid acquisition, how to architect your initial growth engine in 6 months, and the critical mistake that kills startups: scaling before PMF. Perfect for climate tech founders, VCs, and operators who want actionable growth strategies and pattern recognition from someone who's taken five companies from zero to billion-dollar valuations.

Connect with Sean: seanellis.me | seanellis.substack.com

Work with Sera: Founders seeking PMF, growth strategy, and fundraising guidance — conscioustechventures.com

Resources

Chapters 📖

[00:00:00] Meet the OG Growth Hacker

[00:00:15] From Budapest to 5 Unicorns: The Unconventional Path

[00:16:00] Why "Growth Hacking" Became a Movement

[00:26:48] Product-Market Fit: The 40% Rule

[00:26:48] The Lookout Story: 7% to 60% in 6 Months

[00:13:07] Freemium Strategy: The $4.3B LogMeIn Playbook

[00:38:20] How Dropbox Hit $1B Faster Than Any SaaS

[00:30:40] Growth Systems vs. Growth Hacks

[00:44:34] North Star Metrics: Avoiding Vanity Data

[00:54:44] When to Scale (And When to Wait)

[00:57:41] AI for Early-Stage Growth Teams

[01:01:21] Chemistry with Founders & Conscious Building

Become a sponsor: team@conscioustechventures.com

Jacquelyn van den Ende and Liza Rubenstein reveal how they're providing never before seen access to exclusive private markets for climate investing. The Carbon Equity co-founders expose why trading ESG stocks creates zero real-world impact, how they overcame two years of European regulatory battles, and why 80% of new electricity is now solar purely on economics. From €100K minimums down to €20K access, discover the fund-of-funds strategy redirecting billions toward geothermal breakthroughs, EV manufacturing, and grid infrastructure—plus what Trump's policies actually mean for climate tech's unstoppable transition.⁠Connect for more good energy ⚡️⁠https://www.seratajima.com/linksChapters 📖[00:00:00] Introduction and Climate Urgency[00:02:07] Meet the Co-founders: Backgrounds and Motivations[00:03:25] The Climate Awakening: From "An Inconvenient Truth" to "The Sixth Extinction"[00:05:08] The Power of Capital: Money as the Ultimate Allocator[00:06:21] Private Markets vs Public Markets: Where Real Impact Happens[00:07:04] Democratizing Access: Breaking Down Barriers to Climate Investing[00:09:23] Building Carbon Equity: Regulatory Hurdles and the Tesla Model Approach[00:11:26] Europe vs US: Climate Awareness and Policy Differences[00:14:30] Trump Administration Impact on Climate Investment Strategy[00:16:44] The Economics of Renewables: Why the Transition is Inevitable[00:21:50] Due Diligence and Fund Selection Process[00:24:37] Investment Strategies: Technology vs Infrastructure Funds[00:27:58] Portfolio Management and Impact Methodology[00:30:57] Promising Technologies: Geothermal, EVs, and Battery Innovation[00:33:42] Red Flags and Investment Timelines in Climate Tech[00:35:49] Carbon Equity's Future: Expanding Asset Classes and Global Reach[00:37:02] Accessing Carbon Equity: Current Markets and US Expansion PlansSera TajimaFounder, Advisor & Deep Tech Investor 🤙I talk about: → Deep Tech Intel → Conscious Founders→ Investing in Climate→ Sustainable Business Blueprints

Liz Dennett, CEO of Endolith and Alaska native, reveals the hidden copper crisis threatening our digital future. Learn how biotech and microbes could solve mining's biggest challenge, why copper demand will double by 2050, and what 50% tariffs mean for tech infrastructure. From astrobiology PhD to mining innovator, discover the untold story behind every data center and electric vehicle.Connect for more good energy ⚡️https://www.seratajima.com/linksChapters 📖[00:00:00] Introduction and D-O-G-S[00:01:32] Sera's Shaolin Training Camp Experience in Germany[00:05:25] Weightlifting and Movement Practices[00:06:14] Leadership Principles and AWS Background[00:09:36] The Hidden Copper Crisis Explained[00:12:30] What Everyone Gets Wrong About Mining[00:15:05] Endless: Using Microbes for Sustainable Mining[00:18:38] Cloud-Native Mining Technology[00:19:06] Mining Ethics and Local vs Global Operations[00:24:30] Finding Your Voice as a Female CEO[00:29:58] Building Support Systems for Founders[00:33:53] Product-Market Fit in Deep Tech vs SaaS[00:38:12] Working with Mining Giants: BHP and Rio Tinto[00:41:31] Series A Fundraising Challenges[00:45:57] Macro Forces: Tariffs and Political Impact[00:49:15] North Star and Company Values[00:50:21] Lightning Round: Books, Advice, and Success

Sera Tajima

Founder, Advisor & Deep Tech Investor 🤙I talk about:

→ Deep Tech Intel → Conscious Founders→ Investing in Climate→ Sustainable Business Blueprints

After Figma's dramatic journey from a failed $20 billion acquisition to a successful IPO, the design world is buzzing.

In this essential episode, renowned design systems expert Dan Mall breaks down everything product designers need to know about building scalable design systems in the Figma era.

🎯 What You'll Learn:

Why most design systems fail (and how to build ones that actually get used)

Dan's "pilot approach" to design systems that saves companies millions

How to get stakeholder buy-in without building everything first

Why Figma's success doesn't solve the designer-developer handoff problem

The future of design democratization and what it means for your career

Dan Mall shares hard-won insights from 25+ years in design, including his journey from agency owner to design systems authority. He reveals why design systems should focus on "common" components rather than "foundational" ones, and how to avoid building a "design system ghost town."

Connect for more good energy ⚡️

https://www.seratajima.com/links

Chapters 📖

[00:00:00] Introduction & Figma IPO Context

[00:01:22] Meet Dan Mall: From Agency Owner to Design Systems Expert

[00:02:26] Origin Story: From 3D Animation Dreams to Design Reality

[00:04:38] The Life-Changing Decision: Starting Super Friendly Agency

[00:07:46] Work-Life Balance: The 40-Hour Agency Owner

[00:09:11] The Design Systems Journey Begins

[00:10:54] Design Systems Fundamentals: Beyond UI Kits

[00:14:23] Getting Buy-In: The Wrong Way vs. The Right Way

[00:16:53] The "Pilot Approach": Focus on Common, Not Core

[00:19:33] Designers Must Learn Business Language

[00:21:34] Seeing Impact: Why Designers Need User Contact

[00:23:50] Agency Work vs. Tech Bubble Reality

[00:24:23] Navigating Politics: Simple Frameworks for Complex Problems

[00:27:07] The Staff Augmentation Trap

[00:29:08] Steve Jobs vs. User-Driven Design

[00:30:04] Scale Challenges: When Design Systems Get Smaller

[00:33:22] Templates vs. Components: What Users Actually Want

[00:36:15] Starting with Business Context, Not Audits

[00:39:04] Handling Component Requests: The Three-Team Rule

[00:42:12] The Collection Philosophy

[00:44:14] Figma Reality Check: The Parity Problem

[00:46:18] Tokens and Variables Explained

[00:47:13] The Figma Incentive Misalignment

[00:49:32] Getting Started: User-Centric Design Systems

[00:52:22] Public Design Systems: Portfolio and Recruiting Tool

[00:54:03] Future Predictions: Democratizing Design

[00:56:04] Collaboration Over Gatekeeping

[00:56:40] Wrap-up and Resources

Where to find Dan Mall 🔎

Design Systems: ⁠https://designsystem.university/⁠

LinkedIn: ⁠https://www.linkedin.com/in/danmall/⁠

Twitter / X: ⁠https://twitter.com/danmall⁠

Website: ⁠https://danmall.com/⁠

___________________________________________________________

I'm Sera Tajima, Startup Advisor & Climate Tech Investor. 🤙

I talk about:

→ Tech

→ Climate

→ Consciousness

→ Tea

In this episode, Microsoft Design Manager Sandra Pallier reveals how she created the Green Design Principles that influenced sustainability strategies across Big Tech. From starting with a simple PowerPoint template hackathon to building a 11,000-person grassroots community at Climate Action Tech, Sandra shares insider insights on embedding climate consciousness in product design at scale. Discover why Microsoft's emissions grew 29% since 2020 despite net-zero commitments, how the AI race is driven by capitalism over societal need, and why sustainability often works as a "Trojan horse" in product development. Sandra breaks down the "Think Bigger Before You Start" and "Build Better by Default" frameworks, explains why making products more sustainable actually improves user experience, and discusses the changing landscape of tech worker activism. Perfect for founders, product designers, and anyone interested in sustainable technology, climate tech, and the intersection of design and environmental impact. Learn practical strategies for getting stakeholder buy-in on sustainability initiatives and why transparency shouldn't burden users with behavior change.

Episode Brought to You By ⭐️

Growth Design for a Sustainable Future

The cohort starts July 14th.

⁠Get 20% off with code PODCAST⁠

Chapters 📖

[00:01:09] How Sandra joined Microsoft and Climate Action Tech within a year of each other

[00:02:05] The ripple effect of Microsoft's green design principles across the industry

[00:03:26] Starting small: How a simple PowerPoint template hackathon led to bigger sustainability conversations

[00:05:38] Microsoft's Green Design Principles explained: "Think Bigger Before You Start" and "Build Better by Default"

[00:07:07] Grid adaptability: How products can adapt to renewable energy availability

[00:10:35] Why transparency shouldn't put the burden on users to change behavior

[00:12:18] The misconception that sustainability compromises user experience

[00:13:28] Jevons Paradox: Why making things more efficient doesn't always reduce consumption

[00:21:02] Microsoft's 29% emissions increase since 2020 due to AI data centers

[00:22:02] The AI race driven by capitalism vs. actual societal need

[00:27:32] Why the Green Design Lab doesn't ask for funding to stay critical

[00:32:36] Strong sustainability voices leaving Microsoft to push from the outside

[00:34:15] How sustainability often comes as a "Trojan horse" in product development

[00:39:46] How tech worker power has diminished, changing employee activism

[00:52:24] Success metrics for sustainability in UX design

Where to learn more 🔎

Climate Action Tech: https://www.linkedin.com/company/climateactiontech/

___________________________________________________________

I'm Sera Tajima —  Founder, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

⁠⁠⁠⁠⁠Connect for more good energy⁠⁠⁠⁠⁠ ⚡️

Become a sponsor: partner@seratajima.com

Ever wondered what it really costs to escape the 9-5?

You’ve never heard a conversation like this with Kate Syuma. The former Head of Growth Design at Miro, reveals how she "bought back her time" by leaving corporate to found Growth Mates - and why her living costs actually decreased in the process. She gets raw about the psychological preparation needed for the leap, the hidden maintenance costs of corporate life, and how she puts "what's good for users is good for business" into practice. Whether you're a product designer feeling trapped or a founder questioning your path, Kate's journey offers both inspiration and tactical wisdom for building an authentic career on your own terms.

Episode Brought to You By ⭐️

Growth Design for a Sustainable Future

The cohort starts July 14th.

Get 20% off with code PODCAST

Connect for more good energy ⚡️

➕ Conscious Tech Newsletter

➕ LinkedIn

➕ Advising

Chapters 📖

[00:00:00] Introduction: Kate's Journey from Miro Head of Growth Design to Founder

[00:02:42] From Art School to Product Design: Finding Your Creative Path in Tech

[00:05:44] The Evolution of Growth Design: When Business Meets Creativity

[00:08:32] Building Growth Communities: From Internal Practice to Public Platform

[00:10:24] The Growth Mindset: Essential Skills for Modern Product Designers

[00:12:05] Making the Leap: Corporate Stability vs Entrepreneurial “Risk”

[00:14:03] Buying Back Your Time: The True Cost of Career Transitions

[00:16:11] Setting Boundaries: Valuing Time as a Freelancer and Consultant

[00:18:08] Recognizing Burnout: When Ambition Becomes Self-Punishment

[00:20:17] Redefining Enough: Breaking Free from Consumer Culture

[00:23:19] Simplicity Over Status: Learning to Appreciate Less

[00:26:42] Conscious Content Consumption: Filtering Information for Mental Health

[00:29:23] Japanese Yaki Onigiri Break

[00:32:21] What is Growth Design? The Five Essential Elements Explained

[00:37:24] Articulating Impact: Communicating Growth Strategy to Stakeholders

[00:39:12] Born vs Made: Can Entrepreneurship Be Learned?

[00:41:16] Authentic Expression: Why Kate Left Corporate to Build GrowthMates

[00:44:05] User-Centric vs Revenue-Focused: Choosing Your Business Philosophy

[00:46:49] Side Projects and Product Dreams: Building Apps for Behavioral Change

[00:47:52] Ethical Growth Design: Making Tech More Conscious and Human

Where to find Kate Syuma 🔎

Growthmates Newsletter

Linkedin

___________________________________________________________

I'm Sera Tajima, Climate Tech Advisor & Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

I came across Andy Budd and his background immediately intrigued me. Andy is a design leader turned VC and startup advisor at SeedCamp (pre-seed fund). He ran an agency for 15 years. The company is now employee owned, which allowed him to pivot towards investment and coaching design leaders. We chat about the unique advantages designers bring to Venture Capital.

Andy shares how his UX background helps him evaluate product-market fit, why designers often misunderstand the "Field of Dreams fallacy," and practical fundraising strategies for founders.

Discover when startups should hire designers, how European and American VC landscapes differ, and why the best product doesn't always win. Whether you're a designer considering VC or a founder looking to raise capital, Andy's experience transitioning from agency owner to investor offers valuable perspective on connecting product value to business growth.

Episode Sponsor ⭐️

Growthmates

The next cohort starts June 16th. Get $100 off with code GROWTHMATES.

Connect for more good energy ⚡️

➕ Conscious Tech: https://seratajima.substack.com

➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠

➕ Advising: https://www.seratajima.com/advising

Chapters 📖

[00:00:00] Introduction to Andy Budd: From Design Agency to Seedcamp VC

[00:01:37] Designer's Advantage in VC: Evaluating Product-Market Fit

[00:04:13] Silicon Valley vs European VC: Capital, Competition, Risk Tolerance

[00:08:15] Breaking into VC: The Unconventional Path from Agency Owner

[00:11:51] The Field of Dreams Fallacy: Why the Best Products Often Fail

[00:15:44] Design as Competitive Advantage: Beyond Technical Capabilities

[00:21:14] When to Hire Designers: Timing Your First Design Investment

[00:30:49] Building Growth Design Teams: Navy SEAL Squads for Startups

[00:37:33] VC vs Bootstrapping: Path for Bay Area vs European Founders

[00:42:06] Fundraising Strategy: Creating FOMO and Timeline Management

[00:52:02] Equity Allocation: Optimal Ownership Strategies for Tech Founders

[00:57:22] What Makes a Great VC: Spotting Trends in London, Berlin, Singapore

[01:04:04] Redefining Success: Beyond Silicon Valley Metrics and Wealth

[01:17:03] Paths to VC: Options for Technologists

Where to find Andy Budd 🔎

Website: https://www.andybudd.com/

Linkedin: ⁠https://www.linkedin.com/in/andybudd/

Book: https://andybudd.com/book

___________________________________________________________

I'm Sera Tajima, Startup Advisor & Climate Tech Investor. 🤙

I talk about:

→ Product Growth Strategy (Growth, Design, AI)

→ Climate Tech

→ Venture Capital

In this episode, host Sera Tajima interviews Jodi Alperstein, a seasoned product leader who has served as SVP of Product and GM at Digital Ocean, VP of Product and GM at Twilio Segment, and VP of Product at Hired. Jodi shares her extensive journey from early product management roles at E-Trade to leading global teams at public companies. With over two decades of experience across financial services, SaaS, and technology companies, Jodi's career spans from early-stage startups to public companies where she's led global teams of up to 350 people and managed businesses generating up to $650 million in revenue.

Connect for more good energy:

➕ Conscious Tech: https://seratajima.substack.com

➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠

➕ Advising: https://www.seratajima.com/advising

Chapters

[00:00:00] Jodi's Journey to the C-Suite

[00:04:17] Day in the Life of a VP of Product: Metrics, Teams & Deep Work

[00:06:49] Product Leadership Challenges: Balancing Empathy with Accountability

[00:09:14] Hiring Strategy: Culture Add vs Culture Fit in Product Teams

[00:13:43] Managing Mis-Hires: Evaluation, Alternatives & Respectful Transitions

[00:17:59] Design & Product Structure: Organizational Evolution as Startups Scale

[00:20:38] Scaling After Product-Market Fit: Growth Engines & Intentional Hiring

[00:27:45] Hyperscaling Signals: When Demand Outpaces Supply & Unit Economics

[00:30:37] Top Reasons Startups Fail: Runway Management & Team Composition

[00:39:05] Product Leadership & Finance: Understanding Unit Economics

[00:43:34] Design Evolution: AI Impact & System Thinking in Modern Design

[00:47:57] AI Tools & Ethics: Balancing Innovation with Intellectual Property

[00:51:50] Company Culture: Creating Signature Experiences & Motivation Theory

[00:57:32] Building Effective Growth Teams: Process Over Perfection

[01:00:03] Career Pathways: From Designer to Product Leader

[01:05:16] Lightning Round: Leadership Books, Success & AI

Where to find Jodi:

https://www.linkedin.com/in/jodialperstein/

Anna Ratkai is a UX researcher and sustainability advocate. She’s the creator of Kind Commerce. Anna reveals how design influences our buying behaviors and consumption patterns. Discover how deceptive UX patterns drive overconsumption, learn practical strategies for more ethical e-commerce design, and explore Anna's "Kind Commerce" project that's reimagining how we shop online. Scroll down to explore her pattern library. Perfect for designers, sustainability advocates, and conscious consumers looking to understand the hidden psychology behind our consumption.

Please do me a favor and review the podcast ☺️

Chapters

[00:00:03] Meet Anna Ratkai: UX Researcher and Sustainability Advocate

[00:00:34] From Fashion Documentary to Sustainable UX Journey

[00:01:22] Behavioral Science and Consumption Patterns

[00:03:15] How UX Designers Impact Sustainability

[00:04:40] The Sustainable Futures Design Framework

[00:10:58] Digital Products' Environmental Footprint

[00:11:27] Sustainable Products vs. Sustainable User Behavior

[00:14:21] The Hidden Costs of Fast Consumption

[00:16:31] Dark Patterns Driving Impulse Buying

[00:18:14] The Ethics of Easy Returns and "Bracketing"

[00:20:59] Power Imbalance in Online Shopping Psychology

[00:27:58] How Frictionless Design Creates Mindless Shopping

[00:32:59] Kind Commerce: Building Ethical Alternatives

[00:33:24] Sustainable E-commerce Pattern Examples

[00:36:26] Brands Leading in Sustainable E-commerce

[00:39:20] Challenging "Don't Make Me Think" UX Narratives

[00:41:46] Designing Technology for Conscious Consumption ⚡️

Connect with Anna on Linkedin

Anna’s Medium

Be Kind Commerce

Get the ecommerce pattern library

Connect for more good energy: ➕ Conscious Tech: https://seratajima.substack.com➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠➕ Advising: https://www.seratajima.com/advising

Kwasi's Journey to Twilio Segment

From Capital One Designer to Leading Segment: Career Insights on Design Management, Data Platforms, and Navigating Tech Acquisitions

Ever wondered how designers make the leap to leadership? Join us for a candid conversation with Kwasi Twum-Acheampong, who navigated his way from designing at Capital One to leading the design team at Twilio Segment.

Kwasi shares honestly about the complex, rewarding transition from hands-on design work to guiding a team of talented designers. (And yes, he admits that letting go of daily Figma work wasn't exactly easy!) He breaks down Segment's data platform in accessible terms—finally explaining what CDP and CDI actually mean without the technical jargon—and reveals how he maintained team culture through Twilio's acquisitions.

Whether you're a designer with leadership ambitions, curious about customer data platforms, or simply enjoy authentic stories of professional growth, this episode delivers insights with warmth, humor, and practical wisdom that you can apply to your own career journey.⁠⁠Connect for more good energy:

➕ Conscious Tech: https://seratajima.substack.com

➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠

➕ Advising: https://www.seratajima.com/advisingChapters

[00:00:00] From Capital One to Head of Design at Twilio Segment

[00:10:03] Design at Intuit, Mexico City, and Finding Your Next Role

[00:18:13] Head of Design at Segment Reaches Out & Interview Process

[00:22:48] Becoming a Manager and Handling 3 Reports

[00:25:00] Segment’s Data Platform: CDI, CDP, Audiences, Events, Tracking

[00:28:47] Segment’s Activation Rate and Making Human Solutions Digital

[00:35:24] Identifying Strengths and Letting Go of IC Work

[00:37:40] Twilio Acquires Segment & SendGrid and Co-Creating Culture

[00:45:05] How Managers Document Team Skills

[00:47:48] Side Hustles, Mi Casa, & Collaborating with Polish Design Agency

[00:50:49] Lightning Session ⚡️Where to find Kwasi: Linkedin: https://www.linkedin.com/in/kwasiuxd/___________________________________________________________I'm Sera Tajima, Startup Advisor & Climate Tech Investor. 🤙I talk about: ⚡️ Product Growth Strategy (Growth, Design, AI)⚡️ Climate Tech (Investing)⚡️ Entrepreneurship ⚡️ Sustainable Productivity

Discover how Product Led Growth (PLG) is transforming SaaS business models in 2025. This comprehensive guide breaks down the fundamentals of PLG strategy, why it's revolutionizing customer acquisition, and the key metrics that drive sustainable growth.

In this video, you'll learn:

— The core principles of Product Led Growth and how to implement them

— Why PLG creates a competitive advantage in today's market

— The measurable benefits PLG brings and who benefits

— How to build your own growth loops

— Essential value creation metrics to track your PLG success

Whether you're a founder, product manager, designer, or growth specialist, these PLG insights will help you create more efficient acquisition channels and improve your product's value metrics.

Follow here for more good energy:

➕ Conscious Tech: https://seratajima.substack.com

➕ YouTube: ⁠https://www.youtube.com/@seratajima⁠

Chapters

[00:00:00] Understand PLG

[00:04:34] Why PLG is Game Changing

[00:06:48] Benefits of PLG

[00:10:01] Anatomy of a Growth Loop

[00:12:38] Value Creation Success Metrics

Where to find more on PLG:

https://seratajima.substack.com/p/your-guide-to-product-led-growth

___________________________________________________________

I'm Sera Tajima, Startup Advisor & Climate Tech Investor. 🤙

I talk about:

⚡️ Product Growth Strategy (Growth, Design, AI)

⚡️ Climate Tech (Investing)

⚡️ Entrepreneurship

⚡️ Sustainable Productivity

This is Watershed's zero to one journey. From serving tech companies with climate interest to building enterprise-grade solutions for Fortune 500s, Molly Goldberg (Group Product Design Lead, Apps and Foundations) and Tess Hannel (Product Designer, Finance) take us inside this Series C climate tech startup that's tackling global emissions at scale.

Discover how they're helping multinational corporations measure, report, and reduce their carbon footprint with a rigorous approach to data and auditable artifacts. Learn how their design team balances technical complexity with user experience while working toward an ambitious goal of reducing global emissions by 500 megatons—equivalent to Brazil's entire carbon output.

The conversation spans building effective design teams, tackling complex Scope 3 emissions, navigating corporate sustainability requirements, and creating measurable climate impact. Whether you're a founder looking to create impact at scale or a product designer interested in climate tech, this episode reveals valuable insights about building solutions for one of our generation's most pressing challenges.

Subscribe to Conscious Technology ⁠⁠🗞️

Chapters

[00:00:00] The Inspiration to Join a Climate Startup

[00:03:31] How Watershed is Reducing Global Emissions by 500 mt

[00:06:45] Product 0-1 Journey

[00:10:20] Calculate Emissions from Primary Activity Data

[00:12:37] Gathering Scope 3 Emissions as Levers

[00:15:55] How Watershed Found PMF Upmarket

[00:19:22] Key JTBD, Policy, CSRD, ESG

[00:22:15] Joining Climate Tech and Climate Expertise

[00:24:50] Growth Opportunities in Financial Institutions Scope 3.15

[00:27:33] Watershed Design Teams & Customer JTBDs

[00:32:59] Gaps in Data, Support Team, Activation

[00:39:38] Customer Profiles, Reporting, Data, Watershed Customers

[00:48:00] Investment in ESG, Report Authoring

[00:50:13] Future Investment Forecasting & Insurance Risk

[00:52:10] Design Team OKRs

[00:55:54] How to Hire a Great Design Team

[01:00:39] Interviewing and Onboarding at Watershed

[01:01:52] Hiring Designers Interested in Climate

[01:06:33] Measuring Success on Product Usage

[01:09:04] Transition Into Climate Tech With No Background

[01:11:57] Biggest Surprise Working at Watershed

[01:14:55] Lightning Session ⚡️

Where to find Molly & Tess:

Molly Goldberg, Group Product Design Lead, Apps, and Foundations

Tess Hannel, Product Design Finance

Watershed

Juan Ramirez has such an incredible story. He came to the US from Colombia as a student and studied at Carnegie Mellon. Following this, he’s worked at some pretty incredible companies like Amazon, Meta, Gitlab, and Netflix. What I enjoy most about Juan’s content is how thought provoking it is. 💡

⁠Subscribe to Conscious Technology ⁠🗞️

Chapters

[00:00:00] The Call to Be a Creative; Meta, Amazon, Netflix

[00:03:15] Studying as an Immigrant and Becoming a Citizen

[00:05:11] “Netflix is The Best Job I’ve Ever Had”

[00:11:50] Netflix is Going Hard on Ads as a Business Strategy

[00:14:20] Design Engineer Profile and the Value of Code

[00:24:53] What Good Designers Do

[00:27:41] Intro to Programming at Carnegie Mellon

[00:31:27] Human Consciousness & Esoteric Beliefs

[00:47:04] Side Projects: Brainglue.ai

[00:54:12] It’s Not Failure if You Learned From It

[00:58:17] Design Zeitgeist Concerns About AI Taking Our Jobs

[01:00:07] The Problem With Linkedin

[01:01:35] Lightning Session ⚡️

Where to find Juan

Linkedin: https://www.linkedin.com/in/juanjramirez/

Brainglue.ai: https://www.brainglue.ai/

Dori Tunstall is the author of Decolonizing Design: A Cultural Justice Guidebook. She has a has a PhD from Stanford and was the Dean of the Faculty of Design at OCAD University in Toronto.

Join the Newsletter: ⁠⁠https://seratajima.substack.com/⁠ ⚡️

Chapters

[00:00:00] Introduction

[00:01:23] Dori’s Journey from Anthropology to Design

[00:04:15] Becoming the First Black Dean on a Design Faculty

[00:10:17] Colonization is Intertwined with Capitalism and Sustainability

[00:16:15] Decolonizing Design: A Cultural Justice Guidebook

[00:19:52] Releasing the Flow for DEI at OCAD

[00:28:43] Self Preparation for Equitable Community

[00:32:36] Liberatory Joy is about Connection and Purpose

[00:35:11] Colonization is Harmful to White People Too

[00:38:00] Is There a Place for Universal Design?

[00:44:33] Scaling Monopolies vs Specialization and Exchange

[00:47:30] Better Living Through Tech (AI) is a Fallacy

[00:56:41] Master and Slave Dynamics in AI

[01:05:35] Decoupling From Corporate Taking of Creativity

[01:12:11] Lightning Session ⚡️

Where to Find Dori Tunstall:

• Website: https://doritunstall.com/

• Instagram: https://www.instagram.com/dori_tunstall/

• Book: Decolonizing Design: A Cultural Justice Guidebook

  
  

Become a sponsor: podcast@the-craft.io

Ridd, aka Michael Riddering, is the Founder of Figma Academy, Host of podcast Deep Dives, and the founding designer behind Maven.

Subscribe to Conscious Technology 🗞️

Join lightning session on product led growth ⚡️

Where to find Ridd

Twitter: ⁠https://x.com/ridd_design⁠

Dive Club Podcast: ⁠https://www.dive.club/⁠

Figma Academy: ⁠https://www.dive.club/advanced-figma⁠

Chapters

[00:00:00] Intro

[00:01:23] Ridd's background

[00:03:25] Learning coding

[00:05:29] Startup failure & finding design

[00:14:27] Transition to agency life

[00:16:56] Visual finesse and raw talent

[00:18:08] Becoming a Founding Designer with Maven

[00:22:43] Building the Maven team

[00:26:54] Twitter as testing for Figma Academy

[00:30:07] Design Media Business

[00:32:32] It's not work, it's a game

[00:42:25] What makes Figma Academy successful

[00:53:39] Prototyping is a superpower

Become a sponsor: podcast@the-craft.io

Founder of UX Playbook, Chris Nguyen, shares what it takes to build a design business with a focus on experimentation and understanding your audience.

Join Conscious Technology: ⁠⁠⁠https://seratajima.substack.com/⁠⁠ ⚡️

Resources:

Backlog

UX Playbook

My First Million

Lenny’s Podcast

Where to find Chris Nguyen:

Linkedin

Chapters

(00:00:00) Introduction (00:01:04) How Chris Got Into Design
(00:03:10) Posting on Linkedin
(00:05:00) UX Playbook organic growth
(00:10:14) Expanding the funnel on Linkedin
(00:16:11) Product Bundle Experiment
(00:19:32) Free 5 Day Growth Challenge
(00:23:49) What the Market Wants
(00:27:33) Downsells are More Effective than Upsells
(00:29:02) Pricing Experimentation
(00:32:37) Sera's Business Journey
(00:39:36) Create Urgency Getting Your Product Out
(00:45:55) What Gives Designers Business Superpowers
(00:50:33) Biggest Mistakes Chris Made
(00:54:20) A Workday With Chris

Sponsor the pod: hi@the-craft.io

The most comprehensive guide on the internet for Jobs to Be Done (JTBD).

Join Conscious Technology: ⁠⁠⁠⁠https://seratajima.substack.com/⁠⁠⁠ ⚡️

(00:00:00) Introduction(00:00:40) Why companies are dying quicker(00:01:53) Why I like JTBD(00:02:45) People are trying to progress in life(00:03:37) The process of creative disruption(00:04:39) Customers inadvertently lie(00:05:30) JTBD theory and practice(00:09:05) Examples of 3 dimensions(00:10:48) Tony Ulwick's 9 tenets of JTBD(00:12:22) Incorporate JTBD into Your Process(00:13:59) Investigate beyond the superficial layer(00:16:06) 1. Define your market(00:17:15) 2. UX Research(00:22:59) 3. Synthesize your research(00:23:41) 4. Map the job(00:24:22) 5. Identify customer needs (example with ChatGPT and Claude)(00:25:29) 6. Create JTBD statements(00:26:28) 7. Ideate solutions(00:27:12) 8. Prioritization and planning(00:28:19) 9. Design and test(00:29:19) 10. Refine and measure impact(00:30:17) Bob Moesta's Case study(00:32:52) FAQ

Don Norman has paved the way for design as we know it. He is a retired Professor, Apple VP, and co-founder of Nielsen Norman Group. His 21 books include Emotional Design, Design of Everyday Things, and Design for a Better World.

Join Conscious Technology: ⁠⁠⁠⁠https://seratajima.substack.com/⁠⁠⁠ ⚡️

Resources:

⁠Design for a Better World Resources⁠

⁠Don Norman Design Award⁠

⁠Nudge: Improving Decisions About Health, Wealth, and Happiness⁠

⁠Understanding Computers and Cognition: A New Foundation for Design⁠

⁠Empire of Cotton: A Global History⁠

Where to find Don Norman:

Linkedin: ⁠https://www.linkedin.com/in/donnorman/⁠

Website: ⁠https://jnd.org/⁠

Chapters

(00:00:00) Introduction (00:01:06) Don Norman introduction
(00:02:45) Don's 5th retirement
(00:05:16) Design Lab University of California San Diego
(00:06:53) Author of 21 books
(00:09:39) Design for a better world is spreading
(00:11:41) What's wrong with human centered design
(00:12:56) Expanding our mind and staying curious
(00:15:06) Logic is not how people think
(00:17:55) The value of creativity
(00:19:43) How economics is significant to design
(00:21:59) Nobel Prize for economics
(00:25:14) Sidetracked on profit
(00:27:06) Changing human behavior
(00:30:39) Prioritize the most important thing
(00:32:56) Problems like climate change are invisible
(00:33:39) Greenwashing is good
(00:35:00) If your company is wrong, give them a solution
(00:38:20) You must understand the entire company
(00:40:36) How design increases the quality of life
(00:45:58) Lifestyle changes since writing the book
(00:50:28) The US medical system has been taken over by profit
(00:52:36) Politics and lobbying for Apple
(00:55:31) The world is complex
(00:56:22) Design systems
(00:58:40) Are ICs powerless?
(01:01:08) UN Sustainable Development Goal 17
(01:01:37) The Netherlands is a leader for sustainability
(01:05:44) Colonialism rules the world
(01:12:29) It's not too late

Sera Tajima, your host, gives a breakdown of planetary boundaries, tipping points, digital illusions, Biden's legacy, and the potential impact of the new administration in the US.

Join Conscious Technology: ⁠⁠⁠⁠https://seratajima.substack.com/⁠⁠⁠ ⚡️

*Correction for the ai generated typo in the captions. It's Vox News, not Fox News.

Chapters

(00:00:00) Business Growth
(00:04:18) Crossing Planetary boundaries
(00:09:20) Social Tipping Points
(00:10:01) Degrowth is a Response to Crisis
(00:17:53) What Are Companies Doing?
(00:20:38) The Digital Illusion
(00:24:18) A New Paradigm
(00:26:49) Biden and Trump Climate Impact