Co-founder
Sarah Pitta
I run our content, our community and the podcast, and I make sure everything we build makes sense to people who aren’t technical.
For ten years I marketed a business that no ad platform would touch. Google wouldn't take our money and neither would Meta — we sold in a heavily regulated category that banned us from every paid channel there is. So everything we built came from organic reach: audience, community, content, email, and being consistent for a decade.
That is also the only kind of marketing most small business owners can realistically run themselves, which is why so much of what we put out is free and practical rather than a pitch.
The other half of those ten years was the customer side: thousands of conversations with people who were not technical and did not want to be. Most people who feel behind on AI aren't behind. They've just only ever been talked to in a language designed to make them feel that way. My job is to make sure that doesn't happen here.
What I work on
- Free, practical content on running a small business with today’s tools
- Built Side by Side, our podcast, and everything audience-facing
- Keeping customers’ projects moving
- Trying everything we build before a customer does — if it confuses me, it doesn’t ship