#64 The Louis Grenier Route
1,000 Routes with Nick Bennett
From Side Projects to Selling Cohorts
Louis outlines launching the Stand The F*ck Out cohort during COVID and the early revenue spikes and lessons about demand.
In this episode, Louis Grenier, positioning + GTM consultant for B2B at Stand The F*ck Out and founder of Everyone Hates Marketers, shares his unconventional journey from a mechanical engineering background to building a successful marketing consultancy. Louis reflects on his early days in Dublin, how serendipity led him to stay, and his shift from agency work to becoming a marketing professional. He also talks about the lessons learned from burning out in his first agency and how he found his true passion in marketing, which ultimately shaped his business philosophy.
Louis explores his Everyone Hates Marketers podcast experience, where he emphasizes the importance of standing out in a crowded market by being unapologetically authentic. He shares his unique approach to positioning, go-to-market strategies, and creative differentiation in a noisy world. Throughout the conversation, Louis opens up about his entrepreneurial highs and lows, his time at Hotjar, and how his personal health challenges influenced his career, providing invaluable insights on growing a business based on values and the power of embracing failure.
(00:00) Intro
(01:49) Tech boom and serendipity shaped career
(04:10) Why he chose to stay in Dublin
(05:24) First real marketing role and lessons learned
(06:30) Launching agency and early mistakes made
(08:02) Cancun burnout after failed client experiment
(10:06) Hotjar role and podcast beginnings
(16:34) First sales and early business anxiety
(20:46) Current revenue streams and business model
(22:06) Cutting business branches to refocus growth
(25:07) Doubling down on B2B GTM consulting
(28:35) Generosity over metrics drives real growth
(30:46) Beta readers improved book quality massively
(31:54) Book became powerful sales engine
(36:19) Cancer diagnosis brought clarity, not change
(40:38) Regrets about past relationships and growth
(41:25) Pruning business to focus on one thing
Follow Louis on LinkedIn: https://www.linkedin.com/in/louisgrenierCheck out Everyone Hates Marketers: https://www.everyonehatesmarketers.comCheck out Stand The F*ck Out: https://www.stfo.io
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