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B2B SAAS MARKETING SNACKS

Strategy & Planning

BSMS 91 - Shipping quickly: The tension between entropy and speed

Brian Graf Oct 7, 2025
BSMS 91 - Shipping quickly: The tension between entropy and speed
3:22
 
Is moving fast the antidote to marketing entropy?

AI gives you volume and speed, then drowns you in noise. Great ideas get sanded down by feedback loops, testing for testing’s sake, and a few too many opinions. Momentum fades, quality slips, and the window closes. The fix is not more polish. It is shipping sooner. 

In Episode 91 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse unpack why speed protects signal, what “ship” means in SaaS today, and how the 72-hour rule forces scope that actually gets done. You’ll hear how to gather real signal first, then publish fast enough to avoid dilution and keep learning tight. 

You’ll leave with a simple cadence you can run next week: slow down to find signal, cut the work to what fits in 72 hours, ship, invite reactions, repeat. It is not fancy. It works. 

Critical topics in this episode
  • Speed vs dilution, why waiting multiplies noise. 
  • The 72-hour rule, cut scope and keep momentum. 
  • What “shipping” means now, MVPs and tight learning loops. 
  • Find signal first, then push hard on execution. 
  • Hiring in the AI era, T-shaped teams and investigative writers. 
  • A quick note on Kalungi.ai and applying this at early stage. 
By the end, you’ll see speed as a safeguard for signal, not a shortcut. And you’ll know how to use it without losing quality.
 
 
 
Resources shared in this episode:
ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 
  • Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
    As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

  • Brian Graf: CEO of Kalungi
    As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.
Visit Kalungi.com to learn more about growing your B2B SaaS company.
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