Winning People's Attention with Nathan Latka of Founderpath

Episode #171

Nathan Latka (@NathanLatka) believes we've entered a new world where the most scarce thing any founder can compete for is not funding, but people's attention. So after selling his first business in 2015, Nathan made a surprising pivot from SaaS and started… a podcast. Then he wrote a book. And launched a magazine. In his eyes, nobody should be building SaaS products until they've built a media brand. In this episode, Nathan and I discuss how he's built up an audience, his tactics for earning millions of dollars in sponsorship revenue, and how he's capitalizing on the attention he's earned with his new product Founderpath.

Show Notes

    1. 4

      You should go back and read the full article Daniel.

      Just like Indiehackers shows real stories of real founders with revenue metrics, I do the same (and use the podcast to capture those stories).

      2 big VC backed CEO's werent happy that I grilled them so they complained to Vox (a bankrupt media company).

    2. 3

      I think it's pretty obvious what Nathan's podcast is about. If you are a CEO going to get interviewed on a podcast, it might be a good idea to listen to a couple of episodes to see what it's about. I don't see anything misleading there.

      And, CEOs don't have to divulge confidential information.

    3. 2

      I've work directly with Nathan on multiple projects. And I can ensure you he offers tons of value to Saas founders and investors alike. That article is BS.

    4. 2

      Really man? Nathan hassles hard and gives a lot of value to entrepreneurs and you use your comment on his podcast to throw shade on his efforts?

    5. 1

      At time of writing Nathan would have been sitting around 2,000 - 2,700ish podcasts.

      The article opens with "A half dozen entrepreneurs who’ve gone on Latka’s show".

      That's less than 0.3% and also more a poor reflection on entrepreneurs not doing their due diligence before appearing on a show that's very upfront about the value-exchange and its content.

  1. 4

    My ears are ringing. -Sam parr

    1. 1

      :) i hope you post more updates on how that Trends Portnoy placement has worked out. You guys move fast!

  2. 1

    This was a great podcast.

    Nathan's insights around media and building for it were incredible. The level of detail he went into considering the weighting of a magazine is the sort of stuff you don't appreciate simply looking at metrics.

    Thank you.

  3. 1

    What was the copywriting book @csallen mentioned?

    1. 2

      I'm pretty sure it was this one -

      Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs

      Out of print now but well worth tracking down. Longform sales copy done well is unbeatable.

      1. 1

        you can get a copy off ebay. That's where I got it.

      2. 1


  4. 1

    Very interesting episode, thanks.

  5. 1

    Nathan said the magazine is printed and shipped by https://smartpress.com

    Print magazines with high-quality content do seem to be doing well. Andrew Neil is chairman of the group which publishes The Spectator in the UK, a weekly current-affairs analysis by writers from both political sides, there's a recently launched USA version too, and he has just said churn on subscription renewals is under 10% and 65% of those on the free trial convert to paid subscription, with a conservative projection of 10-15% growth in subscription revenue over the next six months. https://twitter.com/afneil/status/1302320676674695168

    He's often stated print media can't live off advertising revenue any more, Google and Facebook have taken it, and subscription is the model to follow if your content is good enough value. Also, that the digital subscription gives a bigger margin but the printed magazine is required to funnel subscribers through to digital.