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In this issue:
two-pizza teams
tofu content
In this issue:
two-pizza teams
ToFu content
tomato bags
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I highly advise reading today’s email on a full stomach. 🍕

 

We asked our fellow HubSpot marketers: What brands are doing campaigns you admire? One answer involved tomatoes, escapism, and a purse.

 

We’ve also got advice from Wistia’s Chris Savage — he leads strategic and operational efforts at Wistia, a $67m video marketing platform — on when you should ignore the data and how to work faster and better with smaller teams. 

 

|   Meet the Master

 

Chris Savage

Chris Savage

Wistia Co-founder and CEO  

  • Claim to fame: He raised $17.3m in debt to do a leveraged buyout of his own company

Lesson 1:
Sometimes, just go with your gut.

“Two-pizza team” is a Jeff Bezos term that describes a scrappy business strategy. Basically, your teams should be small enough to suffice on two pizzas. That's roughly five to eight people. (Unless, of course, one is a college student. Then it’s about one to two people haha.)

 

After years of over-processed approaches, Savage put Bezos' philosophy into practice.

 

Before switching to two-pizza teams, Wistia released 12 product updates annually. This included a new webinar tool and new interactive video elements like in-video quizzes.

 

After restructuring its product teams and simplifying its strategies in 2023, Wistia released 72 updates — 6X over the year before.

 

How? By turning away from flawless road maps and exceptional internal comms, and toward innovating based on customer feedback every two weeks.

 

“This change fostered a more dynamic approach to product development and feedback, and it encouraged constant evolution and learning within the teams,” Savage tells me.

 

His two-pizza teams consist of product managers, designers, tech leads, and engineers. At their core, they work like a small business within a business.

 

“The key to innovation is building these small teams that work the way a startup can — in fast sprints,” he says.

 

That's the how. But what I find most interesting is the why: Before, Savage says his employees consistently pitched bulletproof, data-driven projects — but the instinct-driven items, often based on limited customer feedback, were ignored.

 

“The ideas might've had very little data, so they were never at the top of the list,” he says. “But it turns out some of those ideas were the most impactful. It's completely changed Wistia as a business.”

 

If your employees are endlessly updating internal docs and polishing fancy slide decks to pitch to leadership, you might want to ask: Is all of this getting in the way of driving bigger impact? 

Lesson 2:
If a few people like something, go build it.

Savage has a hot take: If you can get 10 people to love your product, you can get a thousand people to love it.

 

He's so confident in this concept that he claims there’s “no need for further testing” once you've proven a few people think it's a good idea: “We tend to underestimate how universal an experience can be, and we rely too heavily on quantitative data.”

 

Sometimes, instinct-driven ideas are unvoiced because you don't feel you have the data to back them up. But if you rely too heavily on quantitative data, you risk ignoring real-time feedback that could lead to your next great idea. (Uber famously started with very little data to support its concept.)

 

“Zone in on your first happy customers, figure out what they like — and keep doing it.” 

Lesson 3:
Go all-in on what's working to grow faster. 

Savage is open about his mistakes in the early days: “In the beginning, I really didn't understand how far we could take Wistia. It's a very simple mistake: When leaders get something that's working, instead of doubling down on that type of experience, they diversify instead to mitigate risk.”

 

While Savage understands the temptation to add new features or products to your repertoire, he fervently believes that only a few offerings drive customer behavior.

 

“If you could just double down on those things, you would grow faster.”  

 

Keep it simple, stay hyper-focused on that one product or feature that’s likely driving 90% of your adoption, and you’ll soar. 

 

These lessons were originally published in August 2024. Interview and writing by Caroline Forsey.

|   Open Tabs

✍🏽  In keeping with our food theme today, HubSpot contributor Jenny Bergen Clark shares the right content for every funnel stage — including ToFu

 

💼  Are you using LinkedIn as more than an online resume? How to get started with LinkedIn marketing and networking

 

⚒️  What actually works (and what doesn’t) when it comes to building landing pages with high ROI

|   Brands to Watch

It all started with a random post on X. Someone retweeted a photo of a shiny heirloom tomato and said, “this tomato is so Loewe I can’t explain it.” 

"This tomato is so Loewe I can't explain it"

Instead of ignoring it, the luxury fashion brand leaned in. The tweet went viral, and then boom! Tomato handbag, tomato-shaped hot air balloon, full campaign. Totally absurd and totally self-aware.

 

For the past few years, brands have been obsessed with being “real,” but I’ve been noticing a shift in what’s catching people’s attention lately. The ads that stick aren’t necessarily the smartest or most relatable — they’re the ones that feel like a little escape.

 

Life is already heavy. People want a break. The vibe has shifted.

 

What’s resonating now is marketing that leans into fantasy, nostalgia, or just plain weirdness. It’s less about mirroring reality and more about creating a world you can step into, even for a second.

 

Loewe’s tomato campaign is a great example of just that. The fashion brand Jacquemus is doing it, too. Milk cartons, soap bars — everyday stuff turned into surreal fashion objects.  

 

These campaigns are not trying to reflect our everyday lives. They are building something more imaginative. And right now, that feels more compelling than realness.

 

Escapism gives people something they are missing: wonder, levity, curiosity. And you don't need a luxury budget to deliver on those promises.    —Taylor Evans, HubSpot Marketer

This week's email was brought to you by Laura M. Browning, Taylor Evans, and Caroline Forsey. 

 

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