Our guest today is Julia Austin—former senior leader at Akamai, VMware, and DigitalOcean, with decades of experience helping organizations make the leap from startup to scale. She’s also studied and guided countless founders as a professor at Harvard Business School. Julia now distills those lessons in her new book, After the Idea: What It Really Takes to Create and Scale a Startup.In this conversation you’ll discover what separates ventures that thrive from those that stall. Every company begins with a spark, but too often innovators fall in love with ideas, overbuild too soon, or underestimate the hard realities of scaling and culture. Julia draws from experience spanning tech giants and countless startups to reveal how leaders can move from inspiration to momentum—and sustain innovation even as complexity grows.You’ll learn practical frameworks and stories for transforming early insights into long-term impact. Whether you’re a founder, strategist, or innovator inside an established business, this conversation offers tools for approaching discovery, scaling, and culture design.In this episode we cover:Four types of scrappy experiments every innovator should run: ethnographic, “be the bot,” Wizard of Oz, and low fidelity prototypesHow to know if there’s really a there there in your marketBalancing beachheads and total addressable markets while keeping unit economics in checkBuilding competitive advantages through team, domain expertise, and partnershipsHow to design org structures and cultures that reward experimentation and embrace productive failureEpisode Timeline:00:00 — Highlight from today’s episode 01:18 — Introducing Julia Austin and today’s topic 04:45 — “If you really know me…” Julia’s art background 06:30 — Julia’s definition of strategy as a “living, breathing map” 09:15 — Lessons from Akamai and VMware on scaling from startup to global enterprise 14:50 — The importance of discovery: why slowing down helps you go faster 21:05 — Four types of experiments: ethnographic, be the bot, Wizard of Oz, low fidelity 33:40 — Testing markets: TAM, beachheads, and unit economics 42:20 — Building competitive advantage beyond the idea 49:15 — Designing cultures that keep innovation alive at scale 55:45 — Why celebrating failure fuels long-term breakthroughs 01:02:10 — Julia’s book After the Idea and how to connect with herAdditional Resources:Book Website: https://www.aftertheideabook.com/ Julia Austin's LinkedIn: https://www.linkedin.com/in/juliaaustinThank you to our guest, our executive producer Zach Ness, our editor James Pearce, and the Outthinker team. If you enjoyed this episode, please follow, download, and subscribe. I’m your host, Kaihan Krippendorff—thank you for listening.Follow us at outthinker.com/podcast

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