Will Allred didn’t set out to build the world’s best email coach. He was trying to sell a psychology-based marketing platform. Then COVID hit, their customers stopped paying, and they had 45 days of runway left.

What happened next? A quick pivot, a squeal of excitement from their first user, and the start of what became Lavender, now used in over 30,000 inboxes and one of the most beloved brands in B2B sales.

In this episode, Will joins Founders & Empanadas to break down:

• The story behind Lavender’s pivot (and why their original idea had to die)
• How renting a plane hangar for a SaaStr rave created more pipeline than any billboard
• Why AI prospecting tools mostly suck (and what they’re getting totally wrong)
• What most orgs get wrong about SDRs, AI, and outbound workflows
• His playbook for tiering accounts and blending human + AI in real sales ops
• How he uses weirdness, humor, and content to attract not just users—but the right kind of teammates
• And why the most important brand move is just being yourself, consistently

If you care about cold email, go-to-market strategy, or scaling a culture that doesn’t feel like every other SaaS company — this one’s a must-listen.

🎧 Founders & Empanadas is live now on Spotify, Apple, and YouTube.

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