The “unproductive” growth hack
In a world where founders are told...
In a world where founders are told to automate and delegate, one startup leader did the opposite—investing his own time in a strategy that transformed his company.
Here’s what you’ll learn:
Why a productivity-obsessed founder made the unusual decision to do something himself.
The simple, cost-free approach that made Levels the top name in metabolic health.
Why the founder knew that traditional marketing wouldn’t work for Levels
The unexpected power of long-form storytelling
How other founders can learn from Level’s unconventional marketing success
The Founder Who Delegates Everything… Except This One Thing
Levels is a startup in the health tech space, focused on helping people improve their metabolic health with continuous glucose monitoring. From the outside, the company looked like a well-oiled machine. Its founder was a master of productivity—an async-working guru who relied on a team of virtual assistants to handle everything from inbox management to scheduling.
Delegation wasn’t just a philosophy; it was a way of life. And yet, at a critical point in Levels’ early journey, the founder faced an unusual dilemma: Should he personally invest hundreds of hours in something that went completely against his ethos of efficiency?
The stakes were high. Levels had a great product, but awareness was low. The competition in the health tech market was fierce, and without a major breakthrough, their dream of becoming the go-to brand for metabolic health might fade into the noise of better-funded players.
His decision would set the course for the company’s future.
The High-Leverage Bet
Here’s what the founder decided: He was going to spend his time—not delegate it—to appear as a guest on over 100 podcasts.
Why? Because this wasn’t just about promoting the company. It was about evangelizing the mission. Levels’ vision for improving metabolic health wasn’t something you could easily condense into a snappy ad or press release. The founder wanted to explain it himself—to connect with people on a human level, to share the story behind the company, and to build trust in a way only he could.
There were alternatives, of course. He could’ve sent someone else from the team to do the podcast rounds, or relied on traditional PR strategies like pitching articles to media outlets. But these options came with a major downside: they lacked the authenticity of hearing directly from the founder.
Podcasts, on the other hand, offered something unique. They allowed long-form storytelling and gave listeners the chance to connect emotionally with the brand’s mission. And most importantly, the founder believed his voice, his passion, and his personal connection to the company’s purpose couldn’t be outsourced.
The strategy wasn’t without risk. This was a huge time commitment. If it didn’t work, not only would the company lose valuable momentum, but it would also challenge the founder’s entire productivity framework. Was this really the best use of his time?
Turns out, it was.
When the Gamble Pays Off
The podcast tour was a success—and not just a modest one. Levels didn’t just gain brand awareness; they became the name associated with metabolic health.
The founder’s appearances weren’t polished PR campaigns—they were honest, compelling conversations. He shared his personal story, explained the mission of the company, and educated audiences about why metabolic health matters. The authenticity resonated. Listeners felt connected to the founder and the brand in a way that no ad or article could have achieved.
As the episodes went live, the results were immediate. Levels started popping up in conversations across social media. Inbound interest from customers, partners, and investors surged. The podcast strategy didn’t just boost awareness; it created a ripple effect that catapulted Levels into the spotlight.
The big takeaway? Sometimes, efficiency isn’t the answer. Certain moments call for the founder to step into the spotlight and personally carry the message. By investing time in high-leverage, authentic storytelling, the founder turned what could’ve been a routine PR campaign into a transformational growth strategy.
Today, Levels is a leader in the metabolic health space. But their rise wasn’t just luck. It was the result of a founder knowing exactly when to break his own rules—and recognizing the power of showing up, in person, to do what no one else could.