Bryan House has a rule that would terrify most marketing teams: if it's gated, it doesn't exist. As CEO of Elastic Path, he watched buying behavior shift — people research through LLMs and arrive educated long before they ever talk to a vendor — so his team deleted every form on the website except two: schedule a demo and contact us. Everything else is freely available, for humans and for AI agents doing the research on their behalf.

We get into what that decision actually did to their go-to-market, and why the old marketing KPIs — form fills, gated leads — were measuring the wrong thing all along.

Bryan's been building for a while: founding team at Acquia, which he helped scale past $170M in revenue, then Chief Commercial Officer at Neural Magic before taking the helm at Elastic Path. That experience shows up all over this conversation — from what "1,500 ways to configure a couch" taught him about real commerce complexity, to why throwing money at growth stopped working after the ZIRP era, to his Keith Richards theory of constraints: the blues is the 12 bars, and the creativity is what you do inside them.

We also talk about the trap of believing your own BS as a leader, why repositioning starts with looking at who actually buys, and his honest take on why growth stalls: only a tiny fraction of your market is in market at any moment, and reaching them is the whole game.

Connect with Bryan: https://www.linkedin.com/in/bhouse/

Elastic Path: https://www.elasticpath.com

All episodes: https://getrevgenai.com/podcast