Extra Sauce Agency

“Building in public” means different things to different people. For VCs and founders, it’s about building top of funnel. Look at Beehiv’s $12.5M raise (in only 6 days):

Not because 100k Twitter followers magically turn into funding…

…but because building in public makes it easier to get the first meeting.

And when “no” becomes the default answer from investors, closing a round becomes a numbers game:

More meetings = more chances.

More chances = need a bigger funnel.

Here’s what beehiiv did that most teams underestimate:

They focused on two things:

1. Audience: anyone interested in startups, entrepreneurship, tech, or newsletters
2. Value: real-time strategies, growth tactics, hiring practices, fundraising tips, and updates

Then they shipped content that let people follow the story:

→ Company milestones

→ Lifestyle

→ Product updates

→ Company vision

→ Promoting users/community

And the founder + team made themselves very available and very online.

That part matters more than people admit.

Because the feedback loop gets faster and higher quality when team members talk to users directly on social media.

They can acknowledge customer support tickets publicly so others see it too.

It turns your company into a living narrative that is GROWING.

And it’s human nature to want stories and follow narratives.

People want to follow people (not brands).

When you hear ‘build in public’ → what do you think?

Account management isn’t about being liked.

After 5 years managing marketing accounts, Extra Sauce learned this the hard way:

It’s not about being the “fun” partner.
It’s about judgment, communication clarity, and expectation design.

85% communication.
15% expectation design.
Everything else is decoration.

At Extra Sauce, people are the moat going into 2026.

Not cheap labour.
Not shortcuts.
Not vanity metrics.

These are the 10 principles the team uses to manage clients, protect momentum, and build long-term trust.

If you’re a service provider — what would you add to this list?

2026: Being different ≠ enough. You need an unforgettable story.

Markets are noisier than ever. AI lowered barriers. Remote made launches easy. Competition is rising.

If your positioning is somewhat clear, you still end up blending into the feed.

The leaders (think Gong, Drift) didn’t just sell software - they led movements and sold transformations.

How to stand out? Build distinction across every touchpoint:

• Coin memorable terms
• Own a visual identity
• Package IP into your offers
• Tell the movement you’re leading

Use this 8-part Positioning Story (via Brendan Dell) ⬇️

1. Best customer: One person, crystal clear.
2. Demand type: New problem? New way? Existing category?
3. Change & stakes: What shifted—and why it matters now.
4. Villain: Name the status quo trapping your buyer.
5. Promised Land: Paint the transformation only you unlock.
6. Simple promise: One sticky tagline, no jargon.
7. Superpowers: Your unique abilities that make it real.
8. Proof: Results, wins, receipts.

This isn’t “better wording.” It boosts recall, lowers price resistance, and aligns your team.

Saturated market doesn’t mean you can’t get market share. Get your slice with story-led positioning.

Save this. Share with your team.

B2B marketing can take a page out of playbook. His latest movie went head-to-head with Avatar because of ‘distinction’

On the surface, the movie is about someone who wants to take ping pong seriously. Post-production won’t be as cool as Avatar.

Yet the results were hard to ignore:

→ $9.5M in sales on Christmas Day (Avatar did $24M)

→ Best per-theater average at $145,933

→ #2 movie of the holiday season

Chalamet rejects typical movie marketing altogether.

Instead, he went all-in on authentic, human, and slightly unhinged ex*****on:

→ A “leaked” 18-minute Zoom call that looked like an internal team meeting

→ A handheld video of him wearing a giant ping-pong ball on his head

→ A bright orange blimp floating over Los Angeles

→ A pop-up shop so packed it triggered an LAPD response

→ Becoming the first person to stand on top of the Las Vegas Sphere

None of this felt polished.

None of it felt corporate.

And that’s exactly why it worked.

Timothée Chalamet’s stunt-filled ‘Marty Supreme’ marketing campaign proves we like stars who hustle

Marketing works when it doesn’t feel like you’re getting sold to.