Episode 123: Mastering AI GTM: Lessons from ElevenLabs’ Carles Reina

In this episode of the EU-Startups Podcast, Marcin Lewandowski sits down with Charlie MacGregor, Founder & CEO of The Social Hub – a bold reimagination of what hospitality, connection, and community can look like in the 21st century. Starting from a personal desire to improve student housing, Charlie went on to build a hospitality powerhouse that blends hotels, coworking, student residences, coliving, events, and social impact – all under one brand. We dive deep into: – The origin story behind The Social Hub – Why belonging is the most underrated business model – How diverse communities can thrive in shared spaces – The role of design in shaping behavior and connection – How to build spaces where people actually want to connect – The future of hospitality This conversation isn’t just about hotels. It’s about how we live, work, learn – and what happens when you design spaces to bring people together on purpose. Takeaways – Hospitality is evolving from service to connection. – Design is not just aesthetic — it’s behavioral architecture. – Purpose and profit can scale together – if culture leads the way. – The best growth stories are rooted in human transformation. – The future of hospitality is human and hyper-local. Chapters 00:00 The Vision Behind The Social Hub 02:50 Creating Spaces for Connection 05:39 Engineering a Sense of Belonging 08:09 Designing for Local and Global 10:57 Navigating Growth and Sustainability 13:35 Community Impact Stories 16:11 Future Aspirations and Innovations 18:41 Reflections on Hospitality and Leadership If you haven't already.... Subscribe to the EU-Startups Podcast here on YouTube! Or follow along on your other favourite podcast platforms... Spotify - https://open.spotify.com/show/4QU85dN... / Apple Podcasts - https://podcasts.apple.com/ee/podcast... Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startup #hospitality #travel

Most AI startups don’t fail because of the tech. They fail because they don't know how to go to market. Enter Carles Reina, the first investor and GTM strategist at ElevenLabs — the voice AI juggernaut redefining what product-market fit sounds like. In this episode of the EU-Startups Podcast, Marcin and Carles talk about the real playbook for scaling AI startups. No fluff. Just unfiltered truths from a builder who's done it at breakneck speed. We cover: ✅ Why AI GTM ≠ SaaS GTM ✅ How to confirm PMF with enterprise contracts ✅ When to hire GTM leaders — and who not to hire ✅ The underrated power of cultural intelligence ✅ Why brand is your best-performing growth channel ✅ And how AI founders can avoid the #1 GTM trap: shipping without strategy This is the go-to-market MBA every founder and early-stage investor needs — especially if you're building at the intersection of AI, speed, and global ambition. 🔥 Takeaways: – The first GTM move should focus on sustainable growth – Execution speed is more important than ever – PMF in AI is often validated via enterprise contracts – Global scaling demands deep cultural empathy – Hiring for energy and adaptability beats experience alone – GTM isn’t sales. It’s narrative, community & trust – Brand is not fluff — it’s a growth engine – Community drives traction before PR ever hits Chapters 00:00 Introduction to AI GTM Strategies 02:14 The Unique Nature of AI GTM 05:28 Achieving Product-Market Fit in AI 07:42 Scaling AI Globally: Cultural Considerations 09:57 Common Pitfalls in AI GTM for Founders 12:05 The Importance of Product-Led Growth 14:07 Hiring for GTM Success 16:17 Balancing Brand and Distribution 18:27 Investing in AI Startups: Key Patterns 20:14 Misconceptions About GTM Talent 21:55 Building a GTM Playbook for AI 22:54 Rapid Fire Insights on GTM If you haven't already.... Subscribe to the EU-Startups Podcast on YouTube! Or follow along on your other favorite podcast platforms... Spotify - https://open.spotify.com/show/4QU85dN... / Apple Podcasts - https://podcasts.apple.com/ee/podcast... Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startup #ai #artificialintelligence

In this episode of the EU-Startups Podcast, Marcin Lewandowski speaks with Miki Yokoyama, Managing Director and Partner at Aurum Impact – an investment firm working at the intersection of family offices and climate innovation. Miki breaks down the unique role family offices can play in funding a livable future and why we need to rethink how we define impact. From choosing the right fund managers to measuring what actually matters, this conversation explores the challenges and opportunities of channeling wealth into meaningful climate action. 🔍 Topics Covered: – Why the ‘what’ matters more than the ‘how’ in impact – The difference between investing in startups vs. funds – The need for standardized impact metrics – Why founders need to understand corporate structures – How family offices can shift the climate capital landscape – What empathy has to do with successful investing – The future of pricing natural resources 💬 Whether you're an investor, founder, or just climate-curious — this episode offers a rare window into how capital can drive planetary change. Takeaways: – Family offices can play a significant role in impact investing – Impact should focus on what is being done, not just how – Interconnected environmental issues require systemic thinking – Standardized impact metrics are urgently needed – Empathy is a vital skill in both investing and leadership – Long-term climate funding needs to reflect the real cost of nature Chapters 00:00 Introduction to Aurum Impact and Climate Innovation 02:54 Family Offices vs. Venture Capitalists 06:10 Assessing Fund Managers and Their Stories 09:02 Impact vs. Sustainability in Investments 12:02 Navigating Corporate Life and Startups 14:53 The Need for Standardization in Impact Metrics 17:51 Future of Climate Tech Funding 20:57 The Interconnectedness of Environmental Issues 23:59 Rapid Fire Questions and Personal Insights If you haven't already.... Subscribe to the EU-Startups Podcast here on YouTube! Or follow along on your other favourite podcast platforms... Spotify - https://open.spotify.com/show/4QU85dN... / Apple Podcasts - https://podcasts.apple.com/ee/podcast... Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startup #venturecapital #climatechange

This week on the EU-Startups Podcast, Marcin Lewandowski chats with Niklas Terrahe, the CEO & co-founder of Pick’em — the D2C brand reinventing one of the most unsexy products on the market: the toothpick. It started as a student project. Now it’s chewing gum’s worst nightmare. With millions of views on TikTok, influencer shoutouts from people like Ryan Reynolds, and a toothpick that literally went to space, Pick’em is now one of the fastest-growing Gen Z-led brands, flipping the script on chewing gum and building a social-first movement around flavored toothpicks. Yes — toothpicks. And it's working. But here’s the kicker: This isn’t a fluke. It’s brand storytelling, social-first strategy, and insane execution from a team that just gets what moves people. 🎯 In this episode, Niklas breaks down: – How to turn the unsexiest product imaginable into a viral D2C darling – How to hijack culture to build brand love – Why sustainability is table stakes (but not the headline) – The secret sauce behind authentic influencer marketing – Why entertainment might just be the best growth hack of all 🔥 Takeaways: 1. Every “boring” market is a canvas for reinvention 2. Build a brand that entertains and connects, not just sells 3. Narrative is the growth lever most founders overlook 4. Sustainability should be real — but not preachy 5. Flexibility & feedback loops win in D2C 6. You don’t need a big budget to build buzz — just story and soul 📍Chapters: 00:00 Introduction to Pick'em and Niklas Terrahe 03:03 The Birth of a Lifestyle Brand 05:57 Disrupting the Chewing Gum Market 08:57 Turning Hype into a Sustainable Brand 12:06 Navigating Product Market Fit 14:59 The Challenges of D2C Business 18:10 Building a Brand with Purpose 20:56 Advice for Aspiring Entrepreneurs 23:57 Creative Marketing Strategies 26:56 The Future of Pick'em If you haven't already.... Subscribe to the EU-Startups Podcast here on YouTube! Or follow along on your other favourite podcast platforms... Spotify - https://open.spotify.com/show/4QU85dN... / Apple Podcasts - https://podcasts.apple.com/ee/podcast... Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startup #founders #entrepreneurship #content #marketing

This week on the EU-Startups Podcast, Marcin Lewandowski interviews Antonia Eneh, CEO of Wave Ventures, the trailblazing Gen Z-led VC fund that just launched Wave III — their boldest fund yet to invest in the world’s most ambitious Gen Z founders backed by the people behind Bolt, Slack, Wolt, and Supercell. We dive deep into what makes this generation of entrepreneurs tick: 🌍 Their hunger for purpose 💥 Their refusal to accept the status quo 🚀 And their vision to build the world they want to live in Antonia also pulls back the curtain on Wave Ventures’ radically personal investment model, why relationships beat ideas, and how VC must evolve to reflect the diversity and creativity of a new era. If you're building the next big thing — or just want a window into the minds shaping tomorrow — don’t miss this one. 🧠 Takeaways: 1. Gen Z is actively building a world that reflects their values 2. Gen Z founders are driven by purpose, not perks 3. Wave Ventures backs people, not just traction 4. Grit, ambition, and the "X-factor" matter more than resumes 5. The best VCs build with founders — not just write checks 📍Chapters: 00:00 Intro to Wave Ventures & Gen Z Founders 01:46 Building a Better World 03:42 Spotting Wave Material 05:52 A Fund by Students for Students 07:48 People Over Ideas 09:40 Relationship-Driven VC 11:57 Personalized Investment Process 13:45 The Future of VC 19:10 Rapid Fire Game If you haven't already.... Subscribe to the EU-Startups Podcast on YouTube! Or follow along on your other favorite podcast platforms... Spotify - https://open.spotify.com/show/4QU85dN... / Apple Podcasts - https://podcasts.apple.com/ee/podcast... Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/

This week on the EU-Startups Podcast, Marcin Lewandowski interviews Zoltan Vardy, a seasoned B2B sales advisor, author, and speaker with over 30 years of experience in driving revenue growth. Zoltan has generated $2 billion in sales throughout his career, serving as a C-suite executive at major media companies like NBCUniversal International and ProSiebenSat.1 Media. He is the creator of The Launch Code, a comprehensive sales and marketing blueprint that has helped over 200 startups across 26 countries close high-ticket deals and scale their businesses . In this conversation, Zoltan shares insights from his newly published book, The Launch Code, offering practical strategies for startup founders to simplify their sales processes. Topics include: – Common pitfalls founders face in sales – The importance of understanding your ideal customer – Building a minimum viable sales setup – Selling with confidence and avoiding time wasters – Crafting effective value propositions – The significance of referrals and optimizing sales decks – The psychology behind pricing strategies Takeaways 1. Understanding your ideal customer is crucial for sales success. 2. Sales is a learnable skill, not a magical talent. 3. Focus on solving problems rather than pushing products. 4. Sales decks should focus on the customer's problem first. 5. Avoid pitching to unqualified leads to save time. Whether you're a founder looking to improve your sales approach or someone interested in B2B sales strategies, this episode provides valuable takeaways to help you build a predictable revenue engine. Chapters 00:00 Introduction to Sales Simplification 03:07 Understanding the Sales Mindset 05:59 Building a Minimum Viable Sales Setup 08:54 Selling with Confidence as a Founder 12:05 Focus and Product-Market Fit 15:07 Avoiding Time Wasters in Sales 18:00 Crafting Effective Value Propositions 21:08 Turning Clients into Advocates 24:00 Optimizing Sales Decks 26:58 Emergency Moves for Dry Pipelines 29:54 Pricing Strategies for Startups 32:08 Cold Outreach vs. Warm Introductions Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startup #venturecapital #entrepreneurship

This week on the EU-Startups Podcast, Marcin Lewandowski sits down with Ash Arora, the youngest Partner at LocalGlobe — the #1 early-stage VC fund in EMEA and a backer of legendary companies like Wise, Canva, Twitter, Robinhood, and more. In this episode, Ash shares her journey from Delhi to leading investments in frontier tech across London and beyond. We dive into her days at Polygon Ventures (managing a $100M fund with LPs like Sequoia, Lightspeed, SoftBank), her time advising the Indian Prime Minister’s Office with a focus on emerging tech startup investments and strategic policy impacting 1.5 billion people, and what she’s learned about power, adversity, and intuition along the way. We explore: – Why adversity builds better founders – How gut instinct is actually pattern recognition – What VCs get wrong about hardware and DeepTech – Why most startups don’t actually need venture money – How to read people like the best investors – And the worst (and best) advice she’s ever received Whether you're a founder, investor, or just someone curious about how the next generation of VCs think — this conversation will challenge what you think you know about success, strategy, and venture capital. 🔥 TAKEAWAYS: 1. Perfect is the enemy of launch. Ship it. 2. Trust your gut — even when it goes against the grain. 3. Most startups don’t need venture funding. 4. Reading people is an underrated investor skill. 5. Gut instinct = subconscious pattern recognition. 6. Zombie startups are born from too much capital. 7. Adversity creates clarity, drive, and vision. 8. Pay it forward. Always. ⏱️ CHAPTERS 00:00 - Intro: Ash Arora (LocalGlobe) 03:02 - From Delhi to VC Partner 06:02 - Big Career “Holy Sh*t” Moments 09:02 - Power, Money & What People Don’t Say 11:55 - Gut Instinct in Investing: Science or Myth? 15:04 - Adversity as Fuel for Success 17:59 - Unpopular Opinions About Venture 18:25 - The Role of Big Vision in Startup Success 20:12 - Why Reading People is a Superpower 23:04 - Pattern Recognition and Gut Feelings 26:20 - Most Startups Shouldn’t Raise VC 30:15 - Building a Contrarian VC Dream Team 32:20 - Best & Worst Advice She’s Heard 35:27 - Ash’s Life in Five Words #startup #venturecapital #entrepreneurship Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/

This week on the EU-Startups Podcast, Marcin Lewandowski interviews Meiran Galis, Founder & CEO of Scytale, a global leader in security compliance automation, helping companies get compliant and stay compliant with security frameworks like SOC 1, SOC 2, ISO 27001, HIPAA, GDPR and PCI-DSS and more, without breaking a sweat. They serve hundreds of customers around the world and holds a world-class service team that advises & supports customers with their continuous GRC requirements. This episode is a must listen for startup founders. Marcin and Meiran talk all things compliance, startups, security, automation, AI, trust, regulations, SOC 2, ISO 27001, GDPR. They discuss the importance of compliance for startups, the challenges founders face, and how to build trust with customers. Meiran shares insights on creating a compliance checklist, the role of AI in compliance, and lessons learned from startup challenges. The conversation emphasizes that compliance is not just a regulatory requirement but a crucial tool for growth and trust in the market. Takeaways 1. Startups need compliance to grow and build trust. 2. Compliance is often seen as complex and costly by first-time founders. 3. Understanding the relevant regulations is crucial for startups. 4. Building a compliance portfolio model is essential for success. 5. Mapping data flows and creating policies is necessary for compliance. 6. Automation can significantly streamline compliance processes. 7. Trust is foundational for customer relationships in business. #startup #cybersecurity #compliance Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ This podcast episode is brought to you by Scytale - making compliance super easy for startups, helping them get compliant and stay compliant with frameworks like SOC 2, ISO 27001, GDPR, NIS 2, HIPAA, PCI-DSS and more, without breaking a sweat. Learn more at https://scytale.ai/eus

This week on the EU Startups Podcast, Marcin Lewandowski sat down with Christian Noske, Partner at NGP Capital. NGP is a global VC investing in technology companies across Europe and the US. For two decades, NGP has invested in more than 120 companies, of which 19 became unicorns and 11 went on to IPO. Some of the companies NGP has backed include Lime, GetYourGuide, The Exploration Company, and ANYbotics. In this episode, they discuss the longevity of NGP Capital, the shifts in investment focus from B2C to deep tech, and the importance of founders in the success of startups. Christian shares inspiring founder stories, including resilience during challenging times, and reflects on unsexy deals that turned out to be blockbusters. He also discusses lessons learned from missed opportunities and offers insights into the future of venture capital, particularly in Europe, emphasizing the need for a supportive political ecosystem. The conversation concludes with personal reflections on advice and life. Takeaways 1. The founder's unique DNA is what makes startups succeed. 2. Grit and resilience are key in overcoming challenges. 3. Unsexy businesses can yield great returns. 4. The future of VC will favor small, specialized firms. 5. Europe has great talent and strong potential for innovation. 6. Bureaucracy hinders entrepreneurial growth in Europe. 7. Best advice you've ever received: Be present and engaged #startup #entrepreneurship #venturecapital Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ This podcast episode is brought to you by Scytale - making compliance super easy for startups, helping them get compliant and stay compliant with frameworks like SOC 2, ISO 27001, GDPR, NIS 2, HIPAA, PCI-DSS and more, without breaking a sweat. Learn more at https://scytale.ai/eus

This week on the EU-Startups Podcast, Marcin Lewandowski sits down with Jean-Charles Samuelian-Werve, Co-Founder and CEO of Alan. Alan is your one stop health partner giving everyone access to a healthy & productive life, empowering the body and the mind. Alan's services include the most intuitive health insurance offering, Alan Clinic to navigate the healthcare system and Alan Mind, a mental well-being offer, and newly launched Alan Play among other things! They cover more than 730.000 members and are partners of 33.000 companies for the health of their employees. Alan has raised €747 million. In this episode, Jean-Charles discusses his journey from aerospace to healthcare innovation. He emphasizes the importance of making prevention a norm in healthcare, the challenges faced in the industry, and the need for behavioral change. The conversation also covers Alan's global expansion, the future of healthcare, and personal insights on work-life balance and mental health. Takeaways 1. Behavioral change is crucial for effective healthcare prevention. 2. Innovation in healthcare requires understanding regulations and consumer needs. 3. Gamification can enhance user engagement in health management. 4. The future of healthcare will involve more personal health management tools. 5. Personal health and happiness should be prioritized alongside professional success. #startup #health #entrepreneurship Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ This podcast episode is brought to you by Scytale - making compliance super easy for startups, helping them get compliant and stay compliant with frameworks like SOC 2, ISO 27001, GDPR, NIS 2, HIPAA, PCI-DSS and more, without breaking a sweat. Learn more at https://scytale.ai/eus