The Accidental Launch That Built Design-Led Powerhouse, Flodesk | Rebecca Shostak

What happens when a designer, a visionary operator, and a genius engineer come together to fix the broken world of email marketing?


In this episode of Growth Designcast, 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:

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🎨 Rebecca’s early life growing up in Silicon Valley with a Mac at age 3

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✨ The aha moment that sparked Flodesk (from angry template buyers to founding a company)

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🧪 How brutal user testing reshaped her entire approach to design

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🚀 The unexpected virality that broke their servers and how they built trust by being radically transparent

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🧠 Moving from IC to design leader — and how coaching helped her manage anxiety, feedback, and team building

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🌱 How product-led growth, community, and creative brand loops fuelled Flodesk’s success

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🔍 What she looks for when hiring 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📩 Follow Rebecca (IG): @rebeccashostak🧑‍💻 Apply to join the team: flodesk.com/careers


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Chapters:
0:00 Intro2:30 From Templates to Tech Startup10:00 Meeting Her Co-Founders13:00 The Viral Launch That Broke the Internet17:30 Transparency, Trust & Early Growth21:00 User Testing That Humbled Everything26:00 Product-Led Loops & Referral Flywheels34:00 From IC to Design Leader38:00 Coaching, Anxiety, and Emotional Growth45:00 Building a Global Design Culture52:00 Hiring for Taste, Clarity, & Craft58:00 Rebranding Flowdesk1:03:00 AI in Email: What’s Next1:06:00 Advice for Designers Who Want to Build Products1:10:00 Lightning Round


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