Sera Tajima Podcast

• How Design VCs Spot Unicorns, The Growth Equation, and Why Great Products Fail With Andy Budd

  I came across Andy Budd and his background immediately intrigued me. Andy is a design leader turned VC and startup advisor at SeedCamp (pre-seed fund). He ran an agency for 15 years. The company is now employee owned, which allowed him to pivot towards investment and coaching design leaders. We chat about the unique advantages designers bring to Venture Capital.Andy shares how his UX background helps him evaluate product-market fit, why designers often misunderstand the "Field of Dreams fallacy," and practical fundraising strategies for founders.Discover when startups should hire designers, how European and American VC landscapes differ, and why the best product doesn't always win. Whether you're a designer considering VC or a founder looking to raise capital, Andy's experience transitioning from agency owner to investor offers valuable perspective on connecting product value to business growth.Episode Sponsor ⭐️GrowthmatesThe next cohort starts June 16th. Get $100 off with code GROWTHMATES. Connect for more good energy ⚡️➕ Conscious Tech: https://seratajima.substack.com➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠➕ Advising: https://www.seratajima.com/advisingChapters 📖[00:00:00] Introduction to Andy Budd: From Design Agency to Seedcamp VC[00:01:37] Designer's Advantage in VC: Evaluating Product-Market Fit[00:04:13] Silicon Valley vs European VC: Capital, Competition, Risk Tolerance[00:08:15] Breaking into VC: The Unconventional Path from Agency Owner[00:11:51] The Field of Dreams Fallacy: Why the Best Products Often Fail[00:15:44] Design as Competitive Advantage: Beyond Technical Capabilities[00:21:14] When to Hire Designers: Timing Your First Design Investment[00:30:49] Building Growth Design Teams: Navy SEAL Squads for Startups[00:37:33] VC vs Bootstrapping: Path for Bay Area vs European Founders[00:42:06] Fundraising Strategy: Creating FOMO and Timeline Management[00:52:02] Equity Allocation: Optimal Ownership Strategies for Tech Founders[00:57:22] What Makes a Great VC: Spotting Trends in London, Berlin, Singapore[01:04:04] Redefining Success: Beyond Silicon Valley Metrics and Wealth[01:17:03] Paths to VC: Options for Technologists Where to find Andy Budd 🔎Website: https://www.andybudd.com/Linkedin: ⁠https://www.linkedin.com/in/andybudd/Book: https://andybudd.com/book___________________________________________________________I'm Sera Tajima, Startup Advisor & Climate Tech Investor. 🤙I talk about: → Product Growth Strategy (Growth, Design, AI)→ Climate Tech→ Venture Capital

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• Product Leader Jodi Alperstein's Secrets to Build Teams That Deliver

  In this episode, host Sera Tajima interviews Jodi Alperstein, a seasoned product leader who has served as SVP of Product and GM at Digital Ocean, VP of Product and GM at Twilio Segment, and VP of Product at Hired. Jodi shares her extensive journey from early product management roles at E-Trade to leading global teams at public companies. With over two decades of experience across financial services, SaaS, and technology companies, Jodi's career spans from early-stage startups to public companies where she's led global teams of up to 350 people and managed businesses generating up to $650 million in revenue.Connect for more good energy: ➕ Conscious Tech: https://seratajima.substack.com➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠➕ Advising: https://www.seratajima.com/advisingChapters[00:00:00] Jodi's Journey to the C-Suite[00:04:17] Day in the Life of a VP of Product: Metrics, Teams & Deep Work[00:06:49] Product Leadership Challenges: Balancing Empathy with Accountability[00:09:14] Hiring Strategy: Culture Add vs Culture Fit in Product Teams[00:13:43] Managing Mis-Hires: Evaluation, Alternatives & Respectful Transitions[00:17:59] Design & Product Structure: Organizational Evolution as Startups Scale[00:20:38] Scaling After Product-Market Fit: Growth Engines & Intentional Hiring[00:27:45] Hyperscaling Signals: When Demand Outpaces Supply & Unit Economics[00:30:37] Top Reasons Startups Fail: Runway Management & Team Composition[00:39:05] Product Leadership & Finance: Understanding Unit Economics[00:43:34] Design Evolution: AI Impact & System Thinking in Modern Design[00:47:57] AI Tools & Ethics: Balancing Innovation with Intellectual Property[00:51:50] Company Culture: Creating Signature Experiences & Motivation Theory[00:57:32] Building Effective Growth Teams: Process Over Perfection[01:00:03] Career Pathways: From Designer to Product Leader[01:05:16] Lightning Round: Leadership Books, Success & AIWhere to find Jodi:https://www.linkedin.com/in/jodialperstein/

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  1:10:28
• Design for Mindful Consumption: How UX Powers Sustainable Choices in a World of Excess

  Anna Ratkai is a UX researcher and sustainability advocate. She’s the creator of Kind Commerce. Anna reveals how design influences our buying behaviors and consumption patterns. Discover how deceptive UX patterns drive overconsumption, learn practical strategies for more ethical e-commerce design, and explore Anna's "Kind Commerce" project that's reimagining how we shop online. Scroll down to explore her pattern library. Perfect for designers, sustainability advocates, and conscious consumers looking to understand the hidden psychology behind our consumption.Please do me a favor and review the podcast ☺️ Chapters[00:00:03] Meet Anna Ratkai: UX Researcher and Sustainability Advocate[00:00:34] From Fashion Documentary to Sustainable UX Journey[00:01:22] Behavioral Science and Consumption Patterns[00:03:15] How UX Designers Impact Sustainability[00:04:40] The Sustainable Futures Design Framework[00:10:58] Digital Products' Environmental Footprint[00:11:27] Sustainable Products vs. Sustainable User Behavior[00:14:21] The Hidden Costs of Fast Consumption[00:16:31] Dark Patterns Driving Impulse Buying[00:18:14] The Ethics of Easy Returns and "Bracketing"[00:20:59] Power Imbalance in Online Shopping Psychology[00:27:58] How Frictionless Design Creates Mindless Shopping[00:32:59] Kind Commerce: Building Ethical Alternatives[00:33:24] Sustainable E-commerce Pattern Examples[00:36:26] Brands Leading in Sustainable E-commerce[00:39:20] Challenging "Don't Make Me Think" UX Narratives[00:41:46] Designing Technology for Conscious Consumption ⚡️Connect with Anna on LinkedinAnna’s MediumBe Kind CommerceGet the ecommerce pattern library Connect for more good energy: ➕ Conscious Tech: https://seratajima.substack.com➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠➕ Advising: https://www.seratajima.com/advising

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  44:35
• Design Leadership at Customer Data Platform Twilio Segment: Career Growth and Managing Teams

  Kwasi's Journey to Twilio SegmentFrom Capital One Designer to Leading Segment: Career Insights on Design Management, Data Platforms, and Navigating Tech AcquisitionsEver wondered how designers make the leap to leadership? Join us for a candid conversation with Kwasi Twum-Acheampong, who navigated his way from designing at Capital One to leading the design team at Twilio Segment.Kwasi shares honestly about the complex, rewarding transition from hands-on design work to guiding a team of talented designers. (And yes, he admits that letting go of daily Figma work wasn't exactly easy!) He breaks down Segment's data platform in accessible terms—finally explaining what CDP and CDI actually mean without the technical jargon—and reveals how he maintained team culture through Twilio's acquisitions.Whether you're a designer with leadership ambitions, curious about customer data platforms, or simply enjoy authentic stories of professional growth, this episode delivers insights with warmth, humor, and practical wisdom that you can apply to your own career journey.⁠⁠Connect for more good energy: ➕ Conscious Tech: https://seratajima.substack.com➕ LinkedIn: ⁠https://www.linkedin.com/in/seratajima⁠➕ Advising: https://www.seratajima.com/advisingChapters[00:00:00] From Capital One to Head of Design at Twilio Segment[00:10:03] Design at Intuit, Mexico City, and Finding Your Next Role[00:18:13] Head of Design at Segment Reaches Out & Interview Process[00:22:48] Becoming a Manager and Handling 3 Reports[00:25:00] Segment’s Data Platform: CDI, CDP, Audiences, Events, Tracking[00:28:47] Segment’s Activation Rate and Making Human Solutions Digital[00:35:24] Identifying Strengths and Letting Go of IC Work[00:37:40] Twilio Acquires Segment & SendGrid and Co-Creating Culture[00:45:05] How Managers Document Team Skills [00:47:48] Side Hustles, Mi Casa, & Collaborating with Polish Design Agency [00:50:49] Lightning Session ⚡️Where to find Kwasi: Linkedin: https://www.linkedin.com/in/kwasiuxd/___________________________________________________________I'm Sera Tajima, Startup Advisor & Climate Tech Investor. 🤙I talk about: ⚡️ Product Growth Strategy (Growth, Design, AI)⚡️ Climate Tech (Investing)⚡️ Entrepreneurship ⚡️ Sustainable Productivity

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  53:26
• Product Led Growth Strategy & Value Creation Metrics Explained

  Discover how Product Led Growth (PLG) is transforming SaaS business models in 2025. This comprehensive guide breaks down the fundamentals of PLG strategy, why it's revolutionizing customer acquisition, and the key metrics that drive sustainable growth.In this video, you'll learn:— The core principles of Product Led Growth and how to implement them— Why PLG creates a competitive advantage in today's market— The measurable benefits PLG brings and who benefits— How to build your own growth loops— Essential value creation metrics to track your PLG successWhether you're a founder, product manager, designer, or growth specialist, these PLG insights will help you create more efficient acquisition channels and improve your product's value metrics.Follow here for more good energy: ➕ Conscious Tech: https://seratajima.substack.com➕ YouTube: ⁠https://www.youtube.com/@seratajima⁠Chapters[00:00:00] Understand PLG[00:04:34] Why PLG is Game Changing[00:06:48] Benefits of PLG[00:10:01] Anatomy of a Growth Loop [00:12:38] Value Creation Success MetricsWhere to find more on PLG: https://seratajima.substack.com/p/your-guide-to-product-led-growth___________________________________________________________I'm Sera Tajima, Startup Advisor & Climate Tech Investor. 🤙I talk about: ⚡️ Product Growth Strategy (Growth, Design, AI)⚡️ Climate Tech (Investing)⚡️ Entrepreneurship ⚡️ Sustainable Productivity

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