Code to Market

Ramp nailed it. Clay made a polarizing play. Cluely is failing. Branding is the sum of your campaigns and positioning and critical to both getting the right attention and keeping it. From Ramp’s genius Office stunt to Clay’s risky joint-roller bit, it’s all about knowing your audience and going all in when the idea is right.

Framework turned one broke developer’s tweet into millions of impressions in a masterclass in generous marketing. From there, Hank and Gonto dive into why DevRel never really died, how influencer fatigue is pushing everything back in-house, and why AI companies are stuck launching everything twice.

A fast tour of “zags” that earn attention and still drive understanding. We break down PostHog’s playful desktop motif, PlanetScale’s crisp text-first launch page, why Tempo’s eye candy misses the mark, and a scrappy direct mail play from Browserbase. We close with hiring tactics to separate real operators from smooth talkers.

editors note: this was recorded a few weeks before rauchg's real drama with his Israel tweet... we might get to that (subscribe!)Hank and Gonto break down a week of developer-world drama, from DHH’s RailsWorld keynote and his “Merchants of Complexity” crusade to Vercel’s Twitter battles with Cloudflare and Levels.io. They unpack why DHH’s mix of authenticity, conviction, and controversy still works, and how Guillermo Rauch (aka Triangle Man) handled public attacks with precision and class.

They also talk about what founders can learn from these fights: why picking public battles strategically builds attention, how to join trending topics without being toxic, and why attention—not content or outbound—is the new currency of marketing.

Finally, Gonto shares how he gained 10% more followers (and a ratio from Elizabeth Holmes) by embracing the attention game, while Hank argues that thoughtful controversy is now table stakes for any devtool founder.

Why ignoring best practices works, and why launches only matter if the product sticks.Paul Klein IV, CEO of Browserbase, on growing with launch videos, planes over OpenAI, no dark mode, and red CTA buttons.

What does a second-time founder consider ESSENTIAL for taking his product to market and running his startup, Browserbase?

Cloudflare vs Perplexity heats up, and Browserbase gets pulled into the fight. We dig into Perplexity’s shaky defense, the counter-positioning angle they missed, and why people don’t fully trust either side. Browserbase came out looking sharp, not just inserting themselves but being directly named in Perplexity’s reply. Then we shift to the influencer playbook, from OpenAI’s GPT-5 launch strategy to dark social tactics, and wrap with why bragging about Gartner wins usually backfires.

This week, we break down Cloudflare’s public callout of Perplexity and why it’s a perfect PR move for their new bot-charging feature. Hank recaps Laracon, from selling more tickets than ever to turning a golf course into a sponsor-speaker free-for-all with documentary crews, Lambo stress toys, and collectible jackets & patches. We wrap with the bizarre Astronomer saga and how a Chris Martin ex turned it into viral gold.

We unpack the shift toward solopreneurs, prosumers, and "builder" personas, and what it means for onboarding, support, and product strategy.

Then we break down Cluely, the Gen-Z startup with no clear product but a massive hype engine. Does marketing your marketing work? Should every startup build a hype team? And is Cluely the Fyre Festival of devtools?

Raycast got Sherlocked by Apple... or did they? We break down how they flipped the narrative from panic to power move with a killer mix of transparency, humor, and speed. Then we shift gears to talk about Accel’s video content strategy, including one about letting ScaleAI's founder live in a VC's basement. VCs are getting good at content and honestly who saw that coming?