Fighting Founder Fires: A Tech Startup Journey with The Hog
AI marketing is often seen as just a tool for efficiency, not a way to build real connections. In this episode of Tech Startup Stories, that perspective is challenged.
Natalie Binns speaks with Hudson Liao, founder of AI go-to-market platform The Hog, about how his diverse career, from student firefighter to finance, biotech, and startup growth, shaped his approach to building a startup. Hudson shares why product-led growth requires speed, testing, and learning from feedback, and how The Hog uses social intent to identify and connect with the right customers.The conversation is a direct look at building with intention, standing out in a crowded AI martech market, balancing founder life with running a nonprofit, and leveraging AI to create new opportunities for lean teams and small businesses.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
Unconventional journey shapes perspective
Hudson Liao’s path to founding The Hog was very unusual. From working as a student firefighter to roles in finance, biotech, and startup growth, he accumulated a mix of experiences that taught him how to approach complex problems with clarity and adaptability. Each stage built skills in frameworks, decision-making, and first-principles thinking.
These experiences now influence how he builds The Hog. Hudson applies the lessons he learned in high-pressure, fast-moving environments to create processes and strategies that are flexible, scalable, and grounded in real-world problem solving.
Product-led growth through feedback
Hudson emphasises that success in product-led growth isn’t about building more features, but about understanding what users truly need. The Hog relies on real-time feedback from both free and paid users to continuously iterate and improve the product. Every decision is informed by testing, learning, and adjusting.
This approach ensures that the platform delivers value quickly and effectively. By focusing on meaningful problems rather than feature lists, The Hog can refine its offerings in ways that drive adoption and satisfaction in a high-volume, self-serve market.
Targeting the right customers
Instead of trying to appeal to everyone, The Hog focuses on lean B2B SaaS teams that need high-touch and creative growth solutions. Hudson uses social intent to identify the right audience and engage them in meaningful, personalized conversations.
By narrowing the target, The Hog maximises efficiency and builds stronger relationships. This precision helps the company connect with customers who truly benefit from its AI-driven growth platform and are more likely to become long-term users.
Standing out in a crowded AI market
Hudson knows that the AI martech space is crowded, so differentiation is key. The Hog combines advanced AI technology with a human-centred approach, ensuring users feel supported and understood rather than treated as just data points.
This balance between automation and personalisation creates authentic experiences that resonate with customers. By delivering clear results and meaningful interactions, The Hog can carve out a unique position in the market.
Balancing founder life and impact
Hudson shares the emotional and practical realities of being a founder. The constant grind, emotional attachment to the work, and long hours are part of the role, but he emphasizes building routines and systems to manage both himself and the team.
Alongside The Hog, he also runs a nonprofit, applying startup principles to create social impact. This dual focus highlights how founders can combine ambition with responsibility while maintaining a broader perspective on purpose and impact.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
Connect with Hudson Liao or learn more about The Hog.