Where to build an audience today

In this episode of Growthmates — The Creator’s Path, Kate Syuma speaks with Michael Ridd — founder of Inflight, creator of Dive Club, and former creator of Figma Academy.

Michael shares how he intentionally shifted from selling his time to building leverage through distribution.

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👉 Explore Growthmates & work with Kate Syuma:

• Explore collaboration with Growthmates.club: https://growthmates.club/

• User-centric PLG in the AI Era (join the waitlist and get 100$ off): https://maven.com/growthmates/user-centric-product-led-growth?promoCode=growthmates

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Welcome to Growthmates with Kate Syuma — Growth Advisor, ex-Miro. This season, The Creator’s Path, explores unconventional journeys of designers, founders, and builders redefining what it means to create — especially in the age of AI.

Growthmates is where top product and growth leaders share real strategies and insights to help you turn ideas into successful products. Learn from experts at Dropbox, Adobe, Amplitude, Canva, and more in deep dive interviews with Kate Syuma, ex-Miro Head of Growth Design and founder of Growthmates.

🔗 Find more insights on growthmates.club and follow on your favorite platforms for more episodes.

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Key highlights from this episode 👇

• Why distribution compounds more than credentials

• The shift from selling time to building leverage

• How showing up consistently creates unexpected opportunities

• Why creators may become the strongest founders

• What it really takes to play the long game

• How audience becomes strategic optionality

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Follow Growthmates updates on:

Growthmates website with “The Holistic Growth Playbook”: https://growthmates.club

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https://www.growthmates.news/

LinkedIn: https://www.linkedin.com/company/growthmates-podcast/

Instagram: https://www.instagram.com/growthmates/

X (Twitter): https://twitter.com/kate_syuma

Where to find Kate Syuma:

LinkedIn: https://www.linkedin.com/in/ekaterina-syuma/

Newsletter: https://www.growthmates.news/

Where to find Michael Ridd:

Dive Club: https://dive.club

Inflight: https://inflight.co

Twitter: https://twitter.com/ridd_design

LinkedIn: https://linkedin.com/in/michaelriddering

Figma Academy: https://figma.academy

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What we covered:

(00:42) Introduction and how Kate and Michael's parallel journeys began

(03:10) Michael's founder mindset and family influence on entrepreneurship

(05:10) The shift from traditional career to founder mindset

(06:19) Building leverage through audience and Naval's influence

(12:36) Starting on Twitter vs LinkedIn today - platform strategy

(15:48) The "This Is Pointless" graph and playing long-term games

(18:27) From Figma Academy to Dive Club - pivoting from courses to podcast

(21:00) The importance of choosing life-giving work

(26:23) YouTube growth strategies and the cringe scale of thumbnails

(31:13) What Michael receives back from podcasting and his macro strategy

(35:00) How the podcast led to finding his co-founder Kyle

(36:00) Building Inflight - from marketplace to product

(42:03) Dreaming out loud and attracting like-minded people

(44:34) The future vision for in-person Dive Club events in New York

(47:37) The radical shift from 20 hours to zero-to-one startup intensity

(52:00) Blurring the lines between creators and founders

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Thank you for listening! Subscribe to the show on growthmates.club and get the free playbook with frameworks and insights.

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For sponsorship and other inquiries, reach out to hello@growthmates.club

Let’s keep growing together!Get full access to Growthmates with Kate Syuma at www.growthmates.news/subscribe

Get full access to Growthmates with Kate Syuma at www.growthmates.news/subscribe