Host: Carrie Tuttle

Guest: Guillermo Salazar

Carrie sits down with Guillermo Salazar, Industry Principal at Vendoroo, an agentic AI maintenance coordinator for property management. He’s the former CEO of IrisCX, and a four-time founder with three exits. He's also the host of the LinkedIn Live show Getting to Hell Yes!

In this episode, Guillermo unpacks what he's learned growing three companies from $0 to $2MM+ and why those wins all share the same engine. He explains the four-point framework he uses to cut through noisy ideal-customer profiles, and why technical founders unintentionally hold their teams back when talking about technology instead of the buyer's problem. He also shares the prioritization rubric he runs teams on.

You might appreciate when Guillermo gets candid about his own leadership edges. He admits he doesn't have it all figured out, and talks about why he pursues the discomfort of growth on purpose. Listen for the moment when Guillermo admits he'll create chaos on purpose when things get too repetitive and why that's actually a leadership asset when you know how to hand off.

Whether you're a first-time founder or a leader trying to get your team pointed in the same direction, this episode has gold to get you thinking about revenue, scale and aligning on key priorities.

QUOTE-WORTHY MOMENTS:

• “Listening is the plan. Not having the answers is okay.”
• “I’m constantly pursuing the discomfort of growth.”
• “Listen to the market, listen to your customers, and they will pull you to where they want to go next.”

EPISODE HIGHLIGHTS

• Evangelist customers compound growth in a way ad spend can’t match.

• Pull-based go-to-market makes each new customer easier to acquire than the last.
• Technical founders often hold teams back by emphasizing the solution over the buyer’s problem.
• A sharp ICP comes down to four points: the problem, why it’s unavoidable, the options considered, and their limitations.
• Clear expectations are the prerequisite to coaching andfeedback.
• Prioritize work by stopping what hurts you, staying good enough at table stakes, and be best-in-the-world at what makes you different.
• Start / stop / continue is a simple cadence for cascadingpriorities without micromanaging.
• Saying “grateful” with intention lands differently than acasual “thank you”, especially on remote teams.
• Listening is the plan. Not having the answers is okay.
• Founders who listen let the market pull them to the realopportunity.

LINKS FROM EPISODEGuillermo Salazar on LinkedIn: https://www.linkedin.com/in/1guillermosalazar/

Getting to Hell Yes! (LinkedIn Live show): https://www.linkedin.com/events/7440854704177397760/

Vendoroo: https://venderoo.ai/

Resources mentioned:

Reframe newsletter and The Power of Pull — Rob Snyder (forthcoming, July 2026)

Dan Sullivan — Strategic Coach

Gino Wickman — Traction / EOS

Andreessen Horowitz (a16z) newsletter

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