In this episode, Austin, co-founder of the sales platform Topsail, shares his startup journey. He explains how his team pivoted multiple times after realizing their customer acquisition costs were too high, eventually finding success by simplifying their product to a single button that boosts sales productivity. The conversation also dives into startup cosplay—the act of pretending to be a founder without doing the hard, uncomfortable work—and explores how AI is best used as a hidden tool to augment human connection, not replace it, making genuine conversations more valuable than ever.
Austin Buell co-founded Topsail after a pivot from BLUPRNT a digitized brand strategy workshop. A large portion of that project was algorithmic questions, but AI was responsible for competitive research, creating marketing plans, and converting the algorithm outputs from hard to read formulas into natural language; which all translated into Topsail.
Topsail simplifies a seller’s outreach motion to a single button click – transforming your team into a well-drilled, world-dominating force overnight.
Connect with Austin on LinkedIn: https://www.linkedin.com/in/austinbuell/
Check out Topsail: https://topsail.app/
Support the pod: https://3reate.com, https://ko-fi.com/3reate or https://patreon.com/3reate
Chapters:
(00:00) Welcome to 3reate!
(00:55) What is Topsail?
(01:56) Go-To-Market Strategy
(03:10) The Startup Pivot
(04:49) Why They Pivoted to Topsail
(10:12) Startup Cosplay vs. Real Work
(19:59) Using AI as a Hidden Tool
(25:00) A Founder’s Role & Vibe Coding
(50:37) Conversational Led Sales, the future with AI?
