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In this episode of Tech Startup Stories, Natalie Binns speaks with Hudson Liao, founder of AI go-to-market platform The Hog. Hudson shares his unique journey from being a student firefighter to working in finance, then biotech, and eventually becoming a startup founder. He explains how these experiences taught him to think in frameworks, adapt quickly, and always ask the right questions, lessons that now guide how he builds companies and approaches growth.

Hudson dives into the challenges of product-led growth, explaining why speed, testing, and real user feedback are essential. He talks about The Hog’s PLG-first strategy, how the team uses social intent to identify and connect with the right customers, and how they differentiate themselves in an increasingly crowded AI martech market. He also shares insights on scaling a product while keeping it human, relatable, and easy to use.