YouSaid · the spoken record

Luke Harries

lines on the record: 83
first: 2025-05-23
most recent: 2025-05-23
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Do both. So, first of all, choose the channels where your audience are. So, for us, that's X and LinkedIn. Make sure those are really great. But then after just repost it for the others, because there are people on the other platforms who for some reason prefer threads or blue sky, you want to reach them too. And also because other people are overlooking those channels, you have a much greater chance that you'll be able to own them and build an audience there.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“This is why I think right at the start you should hire a growth engineer that's front-end focus that can independently be focused on building these and exposing these small bits of value out so that people can get and experience the value as quick as possible. If you go to the 11 labs homepage today, we have one text box where you can type in text, play speech, but we also have all our products are in these little text boxes. These are outside of the login and that people can try. So the challenge I give you is don't expose your whole product, don't give it all away for free. But what are these small bits of value that you could give away for free so people can experience that wow moment as quick as possible?”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“With SEO, there's different types of SEO content. The first one is Blog Style Content. This is, you know, long words, long form articles. That, I think, will increasingly die over time. But actually, it's not dead yet. If you look at Zapia, over 70% of their SEO traffic still goes to their blog. That's definitely not dead yet, but I think we'll die because you'll be able to have ChatGPT give you a really great response. It will have scraped it, ingested it. But the part which I am confident will stick around for at least five years are tool pages. And so this is where to give you an example, if you search text-to-speech Spanish, the first result would be 11 labs text-to-speech Spanish, which is a text box where you can type in any Spanish you want, choose a voice and click play. And so that requires to match your engineering work to make this text box. We do the same with speech to text. You create”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, 100%. So two main points. The first one is for technical audiences, you need to go into the details. You need to show the benchmarks. You need to give a little bit of the secret source of how you put it together. Go into those technical details. And the second one is SEO. Lots of people think SEO is dead, but it's really not. And so every time you do a launch, you want to have a key blog post or landing page that you push and you get all the backlinks to whether that's across press, whether other people linking to it, whether from socials.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“The first one, yeah, so that's then your first tweet. Then you could do a thread going into more information, maybe adding supplementary videos, and then the way that Twitter works is when you do a tweet, what will go out there and other people will see on their feeds will be the first tweet, then the others will actually be minimized, and then the last two. So you should put the call to action and the link in the very last tweet. And actually, you should make that second last tweet great too. Don't put the link in the first tweet because Elon Musk has even said they actively downrank people when they do that.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“How would you advise me? Yeah, so it's pretty simple. The first thing is get the first word right. If you're doing a launch, use the word or introducing or we're excited to launch. Make it really clear that you're launching a new product. Introducing the world's best feature text model. That's the first line. Make it simple. One line, get across exactly what you're launching with that keyword which flags it. Then have a space and then do either a bullet point list or a paragraph going into a bit more detail, maybe some of these secondary value props you want to get across, and then attach the launch video, which you spent lots of time working on.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“And what's interesting is when I speak to new founders, they're like, oh, Luke, but this is easy for you. You have a 200 person team. You have top investors. You have Harry as a mate who will share your stuff. And what I'd put back to them is like, okay, chances are if you're like getting to launch a product, you've raised a bit of money. You have some friends. You know a few people in the industry. You should be shameless. I ran this through with someone recently and we were like, let's take your Gmail. Let's literally get every single person you have sent an email to in the last five years. Great. You've now got 3,000 people. Then who's following you on Twitter? Who are you connected with on LinkedIn? Let's just manually go through and DM all of them to boost your launch and you need to give your launch a big boost for these algorithms to actually care about.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“The biggest advice I give to growth people is you need to be loud. You need to get it across every single channel. And then we actually have an amplify channel in our Slack where the entire team's in. And when we do a launch, we post all the different links for the different tweet thread, the LinkedIn, and everyone else will then share their like, their comment, their do them, their own threads. And the idea is we want to surround sound for that day, getting that core messaging across.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“So we always have a primary one. So, the primary one, which you're here, me, Matty, the entire team, and all our messaging time and time again is the most accurate speech text model. And then there's secondary ones, so the three that I've said. We then take these core messaging and we turn those into the core assets. We always start with the tweet thread. What's the tweet thread? What's that core hook? That's what we make sure we nail first. And then we make the video as well, which corresponds with the messaging, with the tweets. Sometimes there's multiple videos, but particularly for tier one, we want a fantastic motion design video. We take normally that tweet thread. We also create a blog post, particularly for the more technical launches, and then the next thing we think about is distribution. The way that we see it is we like to cross post absolutely everywhere. So we post on X, we post on LinkedIn, we post on Blue Sky, we've posted on threads every single channel, product hunt, Reddit, Hack and News.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Model it's feature complete so it does dyorization, it does character level timestamps, it supports 99 languages. That's actually what we spend a lot of time on is really nailing that messaging.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Every time we ship a major product or feature, we run it through a checklist. And so we have three tiers of launches. We have tier one. This is the big new model or the massive new product line. We have tier two, which is like a major feature that customers would care about. And we have tier three, which is basically just put on the changelog. Tier one is where we put the majority of our attention for the launches. And this is led by normally the growth lead for that particular product. The first thing they need to work out is like, what are we actually launching for who? why did they really care? And we distill this down into audience, KPIs, the core value props you want to get across, and then we turn that into like, what's the consistent messaging? What are those shortlines we want to get across? So choose an example. We launch speech detect, which is the world's best transcription model. So you can say stuff like this, and then it'll transcribe it super accurately. And the key messaging we wanted to get across is it's the most accurate speech detect.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Maybe I don't think we're there yet, and I still think it's the most effective medium in order to get your message across to keep people's attention. People don't want to read blog posts now, instead have a crisp video. The platforms also love it and they boost it. The way I could potentially see it moving is like Twitter now with their live streams. I'm not sure if you've actually seen anytime someone does a live stream, their entire audience has a bright red bar on”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, so most motion designers work with you on a specific project for about 5 to 10K. And so that should be for most people who have raised money. That should be enough to be able to test it. And if you think of every launch we do, most launches get somewhere between 200,000 views and 700,000 views. And if you were to have to spend that on Facebook ads or any other medium, the CPMs, the CACs are going to be way higher. So it's absolutely worth doing it.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“When you have a wife, Harry, yes. The start, we didn't have good motion design contractors, we didn't have anyone in house, and so the main way it flopped was trying to work with contractors who just didn't have good enough contractors set up. And so I really actually recommend bringing in video in-house really quick because when you're doing launches, you need to move super quickly. You have like a week from the product getting ready where you're running all this different marketing. So bring it in-house. Yeah, the main mistakes are when we just don't have the right team in place to rescue.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“I think it depends on the brand of your company. So, 11 labs, we try and do the core 11 labs brand is like pretty serious, very concrete. We'd like to see ourselves among Palantir and OpenAI and SpaceX as we're like mission driven. We're going all in to build the world's AI audio models. If instead you have a quirky brand, yes, lean into it. And we try and get glimpses of humor. The April Fools, we did Text to Bark, which was a imaginary product where you type in text and you can speak to your dog through barking or bark to text and you can translate it. So yeah, I think it can work, but if you're not funny, don't use it.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“The staircase was beautiful, but you're watching Rahul walk down this beautiful staircase, and by the time he's walked to the bottom, you've moved on. And so then in this attention economy, you really need to make it short and snappy. I think that can work maybe if you have a more boring product, like a consumer package goods or you're doing some sort of lifestyle, or if you have like a prominent creator behind it already, fantastic. But in general, I'd be quite cautious of those. And then the third type is the more like screen share. And I think this really works well if you're selling to a technical audience who they basically want to nerd out on the details and the product itself and the craft, then those are great. They're very quick to make Screen Studio is a fantastic piece of software cheese for that.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Any big launch, we lean towards motion design. You can get very complex products across quickly. The founder-led one personally, I think those are really risky because it can become quite egoful to slightly cool out superhuman. They are an incredible, I know you're good friends with them, truthfully superhuman are incredible at growth generally, but their most recent launch video is about five minutes, very founder-led.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“The way I would do it is actually nearly all your attention for your videos should be on the first 30 seconds. Very quick intro then gets straight to the core value props. If you actually want to keep building out the video onto that to make it five minutes long, that's absolutely fine, but just recognize the majority of drop-off will happen after that. So make sure you make that first 30 seconds truly incredible.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“So video is hugely underrated as a medium for growth. And so every launch video we do, the keystone marketing piece we ship with it is the video. There's different types of videos you can do. You can do motion design, which is basically animated graphics. You could do Founder-led video where they're speaking to the camera. You could do a more screen share style video where they're kind of recording and interacting and it's very product focused. But why I love motion design is its abstract so you can really focus on what are the core value props. You can make it catchy and attention focused and mix in the abstract UI elements. And the big mistake that I see with most people's videos is that they put the founder themselves. They do a full five minute monologue themselves about the company mission. And unless you have the editing skills of Mr. Beast, you're just not going to keep people for the launch video. So make it sure, get the key message across in the first 30 seconds and motion design.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Growth engineer who's front end leaning. And so this is like a software engineer who's hacky, who's running into metrics, and they should be setting up landing pages for SEO. They should be doing mini tools. They should be doing automated outreach. And then you can keep growing from there. Other great ones are like motion designers, back-end focus growth engineers.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes. Yeah. When I joined, we were three people, all very junior, very specialists. I hadn't actually done a growth role before. And this is the advice that I normally give. Start with one generalist growth marketer. And they should be responsible for everything from messaging and positioning, working with the founder up to awareness and setting up channels and testing. The reason why you need them to do all of that is if you only hire a product marketer, great, your positioning's lovely, your messaging's lovely, but no one's heard of it. Or if you only hire someone who's very quantitative and channel focused, then they're only going to be focused on getting out there, but no one's actually going to convert or resonate. So hire one generalist person and the most important thing is that they really understand your product. And so this means if it's a technical product, they need to be technical. If it's a consumer product, they should really get the consumers and the virality. So it depends on the person. But start with a growth marketer. Normally the second higher I recommend is a”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“There is, so the structure we've set up is we have horizontal growth team, which are channel specialists. So we have a head of performance marketing who used to lead performance marketing for Shopify. We have a SEO expert who used to do most of this for Canva. We have like incredible individual specialists. But then within each team, we have a product growth lead who's responsible. They're basically CMO for their product. And they're thinking about... Yeah, it's pre funky. Our enterprise marketing team by the end of this year will be 20 people, and that's just for enterprise marketing. And then separately our mobile app will be its own 5 to 10 person growth team.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“If I was to advise people, it would be choose your one ICP and build all the products around it to have them compound. However, that's not actually what we're doing. Instead, we're building discrete products and the way we then tackle that is we basically shard the company. So we have a consumer app focused team, which has an entire growth team with a growth marketer, with paid ads, with community. We have creator growth with their own paid ads, affiliates and so forth. We have developer marketing, which is standalone.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Literally want to build a bigger company than Google. They want to build something absolutely massive. And then they see, oh, we could actually build this to build a reader app for your phone to read articles. So that's now a product. Then we're also building a creator platform. So this text box, which anyone can type in text, that's now creating whole audiobooks and voiceovers. But the interesting thing is it's actually really working for us. And I think the reason we've managed to get it working is because we've started with these incredible audio models, all these people come naturally to us. We've then been able to raise money, hire incredible founder type peoples who really own these individual products and grow them. And so, yeah, it's definitely not the norm. I'm not trying to recommend it, but for 11 labs, it seems to be working really well.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“I 100% agree. And actually, when I worked for Post Hoc, part of the magic was you have one ICP, which is a product engineer, and you're selling multiple products into it. So you're selling product analytics, you're selling session recording, feature flags, all in, and each new product you add, it gives you another entry point, it enables you to integrate the products to do completely new use cases, which couldn't be done before. We don't have any of that in some ways. And so with 11 labs, because we have the best AI audio models, so turning text into speech, speech into text, for making sound effects, for voice cloning, voice isolator, this is like a very horizontal foundational layer, which we sell as an API. So that's kind of your first product, the developer product. And then you can sell that API at scale. So you can sell it to enterprises, you can build around workflows doing conversational AI. So that's fantastic. But then because the team is super ambitious, you know, Matty and Peter.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“GLP1 paper the debt came out. So this is samaglotide, and we're like, wow, this is like the biggest thing in medicine since penicillin. So we like race, we set up a clinic, we're like, how do we help people get access to this fantastic medication, which reduces people's body weight by 15%? And we managed to get to about 300K of revenue, which was great. And then it kind of flatlined. And this was the first company I'd really started. I was still pretty young. And truthfully, I think I was just too impatient. I was like, oh, we're only on like 200K a year of revenue. I want to have like much bigger impact to technical product. I think we probably need to like pivot to B2B. And Rochi was like, no, Luke, I think we just need to like focus as is, like, the wave will come. And so I step back, joined Post Hog kind of moved on. But Richie has done an incredible job. And that company's now doing over $30 million a year in revenue, helping thousands of patients. So that's been really cool. But like, big lesson for me is like commit for the long term.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, y Yeah, yeah, y For them. That is absolutely nuts. So we did that detour and then we were like, we do actually want to build a big business. So we started exploring different directions. And Richie had really struggled with like binge eating, his mental health. I think we actually spoke to you at the time about some of this stuff. And so we were just going really deep on this kind of men's binge eating, men's weight loss space. And we set up a digital CBT clinic around how do you help people who are struggling with these eating issues. But the tricky thing with digital CBT is it's great for lots of people, but really only lasts about six weeks from a business point of view. You can help them get to a great place, but we wanted to have a much bigger impact and build a much bigger business. And so that's when we were exploring like, okay, what are the health tech business models which can really grow and really make a lot of sense? And it seemed to be kind of you needed a hardware piece or a medication piece. And we're like, none of these quite make sense until we read the...”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, Fella was a wild journey. Is me and my friend Richie, and we just want to do a startup. So we applied to YC, we got into YC actually with an AI developer tool, and we quickly realized we were trying to do browser-based automation where you automate tasks on people's behalf. So, you know, you're sending an email and it auto completes it. But this was back in 2019.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Same Philip. I love Philip. Oh, yeah, Philip's awesome. And that's still my LinkedIn cover photo is me matty and Phillip packing over this computer when we're 19 and I've not changed it so far.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Supportive. I don't believe in it, but I just. I really should have. I mean, that 10K would have done very well. Anyway, we stayed in touch, and then he phones me up about six months later being like, Luke, we've just hit a million users. It's going incredibly well. We're looking for someone to lead growth. So that hackathon was a lot of fun. Met Matty. And also Philip, the guy who organized it. He founded WordWare, which is the largest raise from YC ever. I think he's about $40 million. So yeah, that's a great hackathon to do.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“You're going to build the world's best AI audio model, something no one else has ever done. Anyway, so I did an investigation”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Scroll forward about seven years. So, this is a year and a half ago. Mattie's like, Hey Luke, I've just started a new company. Do you want to go catch up? And I was Angel Investing then and we were swimming in the Hampshire Heath Ponds. And when I tell Americans this, they're like, oh, ponds, you mean like small, dirty puddle of water? I'm like, yeah, but it's actually quite nice. So we're swimming in this pond and he taps the degrees. He's like, oh, it's 11 degrees. No way. My company's called 11 laps. And he takes me through this grand plan of what he's going to do with 11 labs, which is step one they're going to build the world's best audio AI models. And step two, they're going to sell it to everyone. So for people listening on their way to work, for creators making audiobooks, voiceovers, they're going to sell it to developers to make AI voice agents. And I was like, that is a terrible go-to marketplan. That's absolutely terrible. I was kind of angel investing there, but I was like, this is not something I want to invest. What do you mean, step one?”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source
“Any Listening What happened with that hackathon is Microsoft Prize. So we each won an Xbox. And immediately That on We got about 300 quid. Landed me my first job at Mike's. I also got to meet Matty. Matty and I, we stayed in touch pretty much every six months. We catch up, we ref on startups.”
2025-05-23 · The Twenty Minute VC · 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries · IDENTIFIED FROM THE TRANSCRIPT · source