Learning What Works: A Tech Startup Journey with Demand Genius
In this episode of Tech Startup Stories, Natalie Binns reconnects with Tom Rudnai, co-founder of Demand Genius, one year after their original conversation in Season 1. What follows is a candid reflection on the realities of building and scaling a startup in an increasingly noisy and fast-moving market.
Over the past 12 months, Demand Genius has evolved significantly, shaped by funding, experimentation, and a deeper understanding of where real value lies.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
The Impact of Funding Beyond the Headlines
Shortly after their first appearance on the podcast, Demand Genius secured a pre-seed investment round. While funding is often seen as a milestone that changes everything, Tom offers a more grounded perspective.
Externally, the shift is immediate, credibility increases, conversations become easier, and the business is perceived differently. Internally, however, the challenges remain, if anything, they intensify. Expectations rise, pressure increases, and the responsibility to deliver becomes more tangible .
At the same time, funding provides something invaluable: the ability to experiment. It creates space to test ideas, move faster, and compress what might have taken years of learning into a much shorter timeframe.
A Year of Testing What Doesn’t Work
One of the defining themes of the past year has been experimentation. From outbound sales to marketing strategies, the team explored a wide range of approaches in an attempt to cut through an increasingly crowded space.
What became clear is that very little works in isolation.
Traditional methods, cold outreach, direct messaging, and even proven sales techniques are becoming less effective in a market saturated with noise. For Tom, this was one of the most unexpected challenges, particularly given his background in enterprise sales.
The breakthrough came not from a single tactic, but from a shift in approach: focusing on high-quality, original research. Rather than competing on volume, Demand Genius is now leaning into insight, using data and expertise to stand out in a crowded landscape.
Hiring for Stage, Not Just Skill
As the business has grown, hiring has become a critical focus. Tom highlights the importance of hiring for stage fit rather than simply selecting candidates with the most impressive credentials.
Early-stage startups require individuals who are comfortable with ambiguity, ownership, and constant change. While candidates from large organisations may bring valuable experience, they are not always suited to the demands of a smaller, more dynamic environment.
Instead, the focus has been on building a team of “playbook creators”, people who are willing to engage with the unique challenges of the business and develop new ways of working, rather than relying solely on past experience.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
A Story Still Unfolding
What stands out in this conversation is not just the progress made, but the honesty with which it is shared. Growth is rarely linear, and success is often built on a foundation of failed experiments, difficult decisions, and continuous learning.
A year on, Demand Genius is still evolving, but with stronger foundations, clearer focus, and a team ready to take the next step.
Listen to the full episode with Tom Rudnai, from Demand Genius on Tech Startup Stories, hosted by Natalie Binns, and follow for more conversations that focus on the realities of building, rather than just the outcomes.