In this episode of *Founders Future*, host Laura Skinner interviews Erik Lien, founder and CEO of C2, a groundbreaking platform specializing in orchestration solutions for robotic process automation (RPA). Erik shares his journey from a business development professional to launching C2, inspired by the need to solve scalability challenges in RPA implementations. 

C2 addresses the weaknesses of traditional RPA systems, offering a robust orchestration solution that enables businesses to optimize automation processes across their operations. Erik discusses how C2 has evolved since its founding in 2019, scaling from a local consulting business to a global company with 52 team members across 13 countries. 

The conversation highlights key lessons from C2’s growth journey, including overcoming pricing missteps, navigating procurement processes, and adopting a land-and-expand strategy to maximize customer value. Erik shares insights into the company’s go-to-market strategy, which includes leveraging partnerships, industry events, and direct outreach while building a community around automation orchestration. 

Erik also offers advice for founders, emphasizing the importance of acting decisively, learning from mistakes, and trusting one’s instincts. His reflections on the entrepreneurial process provide invaluable lessons for anyone building or scaling a SaaS business. 

This episode is a must-listen for entrepreneurs and professionals in automation, SaaS, and business innovation, offering actionable insights and inspiration for navigating the challenges of building a high-growth startup.