Drop 4 Ep 1 - The Accidental Launch That Built Design-Led Powerhouse, Flodesk | Rebecca Shostak

In this episode of Growth Design podcast, we sit down with Rebecca Shostak, co-founder and Chief Design Officer of Flodesk — a beautifully designed email platform that's redefining small business marketing and has grown past $30M+ in revenue and hundreds of thousands of users, without traditional venture capital.

We dive deep into:

✨ The aha moment that sparked Flodesk (from angry template buyers to founding a company)
🧪 How brutal user testing reshaped her entire approach to design
🚀 The unexpected virality that broke their servers and how they built trust by being radically transparent
🧠 Moving from IC to design leader — and how coaching helped her manage anxiety, feedback, and team building
🌱 How product-led growth, community, and creative brand loops fuelled Flodesk’s success
🔍 What she looks for when hiring growth designers — and how she balances craft, leadership, and culture

Whether you're a designer dreaming of building your own product, a founder curious about growth loops, or just love a good origin story — this one’s packed with insight, honesty, and inspiration.

🔗 Explore Flodesk: https://flodesk.com
📬 Join the community: Flodesk Insiders (Facebook Group)
📩 Follow Rebecca (IG): @rebeccashostak
🧑‍💻 Apply to join the team: flodesk.com/careers

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Chapters:
0:00 Intro
2:30 From Templates to Tech Startup
10:00 Meeting Her Co-Founders
13:00 The Viral Launch That Broke the Internet
17:30 Transparency, Trust & Early Growth
21:00 User Testing That Humbled Everything
26:00 Product-Led Loops & Referral Flywheels
34:00 From IC to Design Leader
38:00 Coaching, Anxiety, and Emotional Growth
45:00 Building a Global Design Culture
52:00 Hiring for Taste, Clarity, & Craft
58:00 Rebranding Flowdesk
1:03:00 AI in Email: What’s Next
1:06:00 Advice for Designers Who Want to Build Products
1:10:00 Lightning Round

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