I recently spoke to Martha Bitar and Rebecca Shostak, co-founders of Flodesk.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Martha: More and more, I saw small business owners pouring their energy into platforms they didn’t own. They were building followings on “rented land”, where the algorithms could change overnight, and access to their audiences could disappear without warning. Those insights stuck with me. It made me realize that we needed a new generation of tools that didn’t just serve small businesses but celebrated and empowered them. We needed tools that made it easier for them to show up beautifully, connect effortlessly, and grow with confidence. That’s the spark that eventually led to building something of our own.
Rebecca: My background is in design, which has always been my lens for understanding the world. Early on, I was designing merchandise for major music artists like Linkin Park and Rihanna. Later, I shifted into digital products and began selling design assets to small businesses, including gorgeously designed emails.
My email templates consistently outsold everything else, which fascinated me. However, there was a problem–my customers adored my templates, but they struggled when it came time to format the email and hit send.
You see, legacy email marketing platforms are clunky, restrictive, and completely out of step with the visual standards small business owners have for their brands. I realized that the problem wasn’t creativity, but rather it was access. The desire to show up beautifully was there. The ability wasn’t. And that’s when it became clear: there had to be a better way. A way to make it easy for anyone to send beautiful emails that looked and felt like them.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Martha: I’ve always believed the best ideas are painkillers, not vitamins. They solve a real, urgent problem. For me, that problem came into focus after years of working with small business owners. I heard constant stories of people doing extraordinary work, often on their own, while struggling with limited time and even fewer resources. The small business community wasn’t looking for “nice-to-haves.” They needed a way to grow that didn’t require a million-dollar ads budget, a marketing degree or a full-time team.
Simultaneously, billion-dollar brands were sending high-converting, beautifully branded emails with ease. That’s when it hit us: email marketing was the most powerful owned channel for building a business, but it wasn’t accessible to creators and small business owners. The existing options were clunky, intimidating, uninspired. That gap is where the idea for Flodesk was born.
We wanted to level the playing field by giving small businesses the kind of powerful, beautiful, intuitive tools previously reserved for the biggest players.
My advice? Listen for the kind of frustration that keeps people up at night. That’s the pain worth solving. And when you build a product that genuinely makes someone’s life easier… you don’t have to convince them to use it. They’ll feel the difference and come running.
Rebecca: I agree with Martha completely. The real spark for me came from seeing the disconnect between how brands wanted to be perceived and what they were able to create with the tools available to them.
As a designer, I was working with small business owners who cared deeply about their visual identity and needed to tell their story beautifully to set themselves apart. They could do this seamlessly across nearly every other marketing channel; however, when it came to email, they were forced to sacrifice all of that. The tools didn’t just limit what they could create… they chipped away at their confidence. That didn’t sit right with me.
At the same time, big companies had access to entire design and marketing teams to craft stunning emails that converted. We believed small businesses deserved the same edge. So we set out to redefine what email marketing could look and feel like: intuitive, design-forward, and emotionally resonant. Our goal was to help people create emails that didn’t just stop the scroll, but they also built trust, deepened connection, and moved the business forward.
For anyone looking to come up with a great idea, I’d say: look for friction. Especially the kind people have learned to tolerate. Then ask yourself, what would it look like if I could solve it? What would the world be like if a solution was built specifically for them?
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Martha: When you keep hearing the same pain point repeatedly and it’s conveyed with emotion… you need to pay attention. Small business owners weren’t just unhappy. They felt alienated by the rat race of standing out and the lack of ownership over their audience. They wanted to create something that reflected the care and craft they put into everything else in their brand, but instead, they were met with clunky tools, complex funnels, and uninspired templates.
That gap wasn’t just inconvenient… it was personal.
We didn’t need to guess whether this was a problem worth solving. We put up a single landing page describing the kind of platform we were building: beautiful, intuitive email marketing for people who didn’t have a design team.
And you know what happened? Thousands of people joined the waitlist. No product. No demo. Just a clear articulation of a solution people had been waiting for.
My advice for new founders is this: don’t test an idea by asking for opinions. Test it by asking for action. Will someone sign up before there’s a product? Will they tell a friend? Will they pay? Behavior ultimately tells you everything that you need to know. That’s how you find out if what you’re building actually resonates.
Rebecca: I knew the idea was worth pursuing because I had lived the disconnect myself. When I was selling email templates, I saw firsthand how excited people were about beautiful branding and how quickly that excitement turned into overwhelm the moment they opened their email marketing platform. It was painfully clear that those tools weren’t built for them.
Even more frustrating was the sameness. Everywhere you looked, it was the same plain-text emails, the same generic templates, the same monotony. Our competitors were content with that, but we weren’t. We believed brand and design should carry through every touchpoint, especially email.
When everyone else looks the same, standing out becomes your superpower.
Before we wrote a line of code, I mocked up what that could look like. I showed our community how design and usability could live side-by-side. The response was electric. People didn’t just understand it… they felt it. They saw a version of themselves in it.
If I could give one piece of advice to anyone testing a business idea, it’s this: push yourself to put your ideas into action as fast as possible. Even if it’s as small as a sketch or a Figma file, get it out of your head and in front of real people. And then build with them. You’ll learn more from one moment of resonance than from a dozen data points.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Martha: For us, growth has never been about moving fast for the sake of speed. It has always been about moving with precision, toward what matters most. Every step we’ve taken has been grounded in one question: how do we help small business owners win? That focus has shaped everything from our pricing philosophy to how we build the platform.
Right now, it’s driving one of our boldest moves yet: reimagining what’s possible with AI.
While some companies are using AI to automate or cut corners, we see it differently. We see it as a chance to level the playing field, even further, to give small business owners access to creative firepower that was once reserved only for the big brands. That’s why Rebecca and our development team are together, on the ground in Vietnam, completely rethinking our user experience from the inside out.
To win, you have to get uncomfortably close to the problem that you’re solving. Build from the inside, not the sidelines. If that means hopping on a plane or rewriting your roadmap, do it. The businesses that grow are the ones brave enough to stay focused when the rest of the world is chasing noise.
Rebecca: As Martha shared, I’m in Vietnam right now building the next evolution of Flodesk. It’s one of the most energizing experiences of my career… not just because of what we’re building, but because of why we’re building it.
We are in the midst of a technological revolution, and we refuse to let small business owners fall behind. Artificial intelligence needs to be democratized by brands that have humans at the heart of it all. With AI, our focus is on enhancing creativity, not replacing it. We’re designing features that support better visual storytelling, more cohesive branding, and easier execution.
As I’ve shared before, too many platforms default to a one-size-fits-all approach when it comes to email. We want to break that pattern. Every brand, every business owner, deserves to show up in a way that feels distinctive and elevated. They deserve to have their creativity amplified and their unique visions brought to life.
For anyone looking to grow their business, I’d say this: get closer. Get closer to your craft, your product, your brand, and especially your community. Spend time where the work actually happens. Insight lives in proximity.
Adam: What are your best sales and marketing tips?
Martha: Focus on depth, not just reach. In today’s world, attention is hard-won and even harder to keep.
I feel like I’m repeating myself a bit… but I genuinely believe so deeply in the power of email marketing for this reason. It’s a space where you’re not competing for attention; you already have it. The person reading your email chose to be there. That creates a rare opportunity to build something deeper than a transaction. It gives you an opportunity to foster a genuine relationship.
My advice is to treat email like the high-trust channel it is. Be clear about your vision and your values. Show up consistently. Invite your audience into a two-way dialogue. When you use email to connect, not just convert, you build a community that grows with you.
Rebecca: I agree with Martha, and I would add that design is one of the most underrated tools in marketing. It’s not just about looking good: it’s about being remembered.
In a world where so much content feels the same, intentional design can set your brand apart. It communicates who you are before a single word is spoken.
My biggest tip is to treat good design as foundational, not frivolous. Every visual choice you make… from your typography, to your layout, to your brand colors tells a story. Make sure it’s one your audience wants to be part of. And carry that design language consistently across every touchpoint, especially email. It’s one of the few places where you fully control the experience, so you need to make it count.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Martha: The most effective leaders are visionary and proactive. They don’t just respond to change, they anticipate it. Especially in a fast-moving space like tech, you need to see what’s coming and chart a course with clarity. That ability to think long-term while executing in the present is what keeps a company resilient and ahead of the curve.
At the same time, leadership is deeply human. You can have the best strategy in the world, but if your team doesn’t trust you, it doesn’t matter. You build trust through empathy, consistency, and integrity. People want to follow leaders who not only know where they’re going, but who bring others along with purpose and care.
Rebecca: In creative leadership, one of the most important qualities is the ability to translate vision into possibility. My role is to cast a clear creative direction, then empower the team to explore it through their own lens. The goal isn’t to dictate every decision, but to build a framework that gives talented people the freedom to push boundaries, take risks, and elevate the original idea in ways I couldn’t have imagined alone.
I also believe deeply in cultivating curiosity. The best creative teams aren’t just technically skilled. They’re also connoisseurs of culture, art, and history. They know the references, they see the patterns, and they bring that depth into everything they create. As a leader, your job is to nurture that cultural fluency and make space for real exploration.
If you want to take your leadership to the next level, get out of the way, but stay in the work. Collaborate shoulder to shoulder. Creative growth doesn’t come from command, it comes from conversation.
Adam: What is your best advice on building, leading, and managing teams?
Martha: When it comes to building teams, I have a very clear philosophy when it comes to assessing culture fit and attitude: if it’s not a hell yes, it’s a no. Every hire matters, especially in a fast-growing company. We don’t have time to second-guess. I look for people with exceptional aptitude, high integrity, and the kind of energy that lifts everyone around them. Skills can be taught. But hunger, drive, and alignment with the mission? That’s non-negotiable.
One of the biggest advantages we have at Flodesk is that we’re a fully remote company. That means we’re not limited by geography; we can hire the best person for the role, regardless of where they live or what their background looks like on paper. It’s allowed us to build an incredibly diverse, high-performing team with a global perspective and shared commitment to excellence. We’re proof that you don’t need to be in the same room to build something extraordinary together.
Once the right people are in place, clarity becomes everything. Clear expectations, shared goals, and direct feedback. These aren’t just management tools, they’re signs of respect. People want to know what success looks like and how their work contributes to the larger vision. It’s my job to make sure they never lose sight of that.
Rebecca: I’m always looking for excellent people who bring a point of view, who raise the bar, who elevate the work simply by being part of the process. That’s how I’ve approached building my team at Flodesk. Every single person has been hand-picked not just for their talent, but for their ability to push the brand forward in meaningful ways.
Creative teams thrive when the standard is high and the trust is mutual. My role as a leader is to protect the vision, guide the direction, and then get out of the way so brilliance can happen.
Martha: Yes! And here’s the beautiful thing about that: top talent attracts more top talent. When you create an environment where people are creatively inspired, professionally challenged, and given the resources to exceed even their own expectations, word spreads. People want to be part of that. Culture isn’t just how you work; it’s also how you win.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Martha: First, build a direct line to the people you serve. Whether you’re leading a company or a community, don’t rely on platforms or intermediaries to tell you what’s working. Talk to people. Pay attention. That unfiltered connection is where your best ideas will come from.
Second, push people to be the boldest version of themselves. Great leaders don’t micromanage; they unlock potential. I believe in giving people permission to move fast, take risks, and break the rules when needed. Sometimes the best thing you can do for your team is step aside and say, “I trust you, go.”
Third, listen obsessively. The answers are almost always there if you’re willing to ask the right questions and stay curious. Whether it’s in the data or in a passing comment during a team meeting, insight is everywhere. The leaders who grow are the ones who never stop listening.
Rebecca: First, pursue work that’s meaningful to you. In design and in leadership, you have to care about what you’re building. If the problem doesn’t excite you, then you won’t push the boundaries. I look for projects that feel meaningful, where the impact is real and the execution demands creativity.
Second, dig a little deeper. Don’t just solve the immediate problem; understand what created it. Good design doesn’t live in isolation. It connects the dots between product, brand, user behavior, and emotion. When you design holistically, you create experiences that endure.
Third, stay future-facing. Innovation doesn’t happen by default; it takes deliberate effort. That’s why I spend time in the details, on the ground with our engineering team, exploring how AI can empower creativity rather than replace it. If you want to lead, you have to stay curious, stay technical, and stay committed to what’s next.
Adam: What is the single best piece of advice you have ever received?
Martha: When I was Head of Business Development at HoneyBook, my CEO Oz Alon shared a simple but powerful reminder: remember that you’re working with humans. That guidance has stayed with me ever since. In leadership, in partnerships, in product development… It’s easy to get caught up in metrics, reaching milestones, and keeping momentum. But behind every email, every user, every decision is a person with real needs, real emotions, and real stakes.
That advice became foundational for how I lead. Whether I’m talking with a teammate, a partner, or a Flodesk member, I try to center the human on the other side of the conversation. When you lead from that place, you make better decisions. You build with more empathy. And you create something people actually want to be part of.
Rebecca: The best advice I’ve ever received is this: everything you want is on the other side of a difficult conversation. It’s a reminder I return to often, especially as a leader. Growth, alignment, trust, clarity – so many of the things we’re chasing in business come from our willingness to be honest.
Being direct doesn’t mean being harsh. It means being clear. It means choosing vulnerability over avoidance, and caring enough about the work and the people to speak the truth clearly and respectfully. Some of the most meaningful progress I’ve made professionally has come from the conversations I wanted to avoid. The ones that forced me to articulate what wasn’t working, to listen more closely, or to ask for something that felt uncomfortable.
If you want to lead well, you have to be willing to go there. Direct, thoughtful communication isn’t just a soft skill. It’s a competitive advantage.
Adam: Is there anything else you would like to share?
Martha: Our mission has always been to level the playing field. To take the kind of tools that used to be reserved for the biggest brands and put them in the hands of independents, creators, and small business owners.
The tools are changing. The rules are changing. But the people? They’ve always had the power. We’re here to help them use it.
Rebecca: Yes, and… I would just add that the landscape is shifting rapidly. We all feel it. AI, automation, design… all of it is evolving right before our eyes. Yet, at the heart of it all, people still crave meaning. They want to feel something. They want to be seen.
That’s what great design does. That’s what great brands do. As we continue to innovate at Flodesk, our focus isn’t just on what we can build next… it’s on how we can help others create more beautiful, impactful work in the world.
