Strategy, Growth, and Real-World Marketing on Founders Future

On a recent episode of the Founders Future podcast, our co-founder, Amy Winner, joined podcast host Michelle Say to share how we’re helping B2B startups scale smarter. 

Whether you’re leading a lean marketing team, navigating startup chaos, or simply looking for a more authentic way to grow, this episode is for you.

3 Key Takeaways from the Episode

1. The Power of Relationships

In a world of cold emails and automated pipelines, Amy reminds listeners of something foundational: Real growth still starts with real relationships.

Word of mouth remains our most powerful acquisition channel at Wheels Up Collective.  And the clients who come to us through referrals tend to be the best fits, staying longer and getting better outcomes.

“It’s not flashy, but it works. The people who know you, trust you—and when they refer you, they’ve already done half the selling.”

Amy’s advice for founders? Don’t skip relationship-building in the early days. Take the calls. Keep in touch. Be top of mind when someone needs exactly what you offer.

2. Human Marketing in an AI World

From email restrictions to platform fatigue, today’s audiences are overwhelmed. That’s why Wheels Up is leaning into earned media, storytelling, and authenticity—you know, the things automation can’t replicate.

“We’ve relied too much on volume. What works now is surprising people with something real, something human.”

That’s why we love getting clients on podcasts, helping them build thought leadership and show up in unexpected ways. Because in an AI-saturated world, people still want to connect with people.

3. Know What You’re Great At (and Stick to It)

One of the hardest things to do when you’re growing? Say no. But on the podcast, Amy’s advice to other agency founders and B2B leaders is clear:

“Know your ideal customer. Know what you’re great at. And walk away from everything else.”

It’s easy to chase every opportunity, especially early on. But the clients who don’t quite fit will churn anyway and the projects that aren’t in your zone of genius will burn time and energy. Specializing and staying focused is what fuels sustainable growth.

Where to Learn More

Amy goes even deeper in the full episode, talking about how we structure engagements, why fractional leadership is on the rise, and what’s next for Wheels Up Collective as we ourselves continue to grow.

Listen to the full episode of Founders Future with Amy Winner to get a behind-the-scenes look at how we’re helping B2B startups build bold, scalable brands.

And if you’re ready to elevate your marketing with a team that actually understands growth? You know where to find us.