Josh wanted to redesign the website. Jess said no. A few months later, Jess came back with the same idea. She called it an Uno reverse. Josh may have finally admitted Jess is wiser than he is.

A repositioning gave them the green light — a new narrative, new pricing, two product pages that didn't exist before. What Josh thought would be a simple redesign turned into three mood boards, a glow up that didn’t kill Ghosty, and a 37-line launch checklist.

If you've ever underestimated what it actually takes to ship a new site — or had to explain why it's not just a fresh coat of paint — this one's for you.

Hear how Jess navigated a full site overhaul, got leadership buy-in by showing her work, and figured out what it really takes to launch a website that tells a story.

Get to the good stuff:
[00:00] "Our website is atrocious." Bold words from the guy who built it. The redesign finally gets the green light.
[01:07] Why this redesign happened now — and not when Josh suggested it.
[02:03] What you keep vs. what you kill in a brand refresh. Spoiler: Ghosty lives.
[03:27] First impressions matter. How design shapes how buyers perceive your product, not just your brand.
[05:10] The “real” reason Josh approved the redesign budget: those gradients with text on them were haunting him.
[06:01] Keep it, evolve it, or kill it. Three buckets to sort your brand before you redesign anything.
[06:54] Inspiration audits, mood boards, and why "I just don't like it" isn't helpful feedback.
[10:20] Giving good design feedback is a skill. A little word vomit is okay.
[12:22] Three mood boards walk into a bar. One's too safe, one's too stark, one's just right.
[15:09] Wireframes, design applied, and those "aha" moments that never get old.
[17:01] Why pricing and packaging research didn't just live in a spreadsheet, and how it influenced how the site was structured.
[18:48] Moving from feature-based navigation to product-led storytelling.
[19:50] Getting leadership to understand a website isn't "just a website". Show your work. Every step of the way.
[21:39] Product imagery that actually tells a story — and how marketing and product crushed it.
[23:24] Positive affirmations to soothe your soul. Plus, some ASMR that nobody asked for.
[24:06] The parts of a site launch people often forget: developers, RevOps, SEO, tracking, QA. It's a lot.
[25:33] Content staffing realities and why your sitemap can be your best project management tool.
[29:12] Launch day logistics: pick a date, be flexible, and for the love of Ghosty, build a checklist.
[31:30] Josh wants last-minute typography changes. Jess ends the meeting. As she should.

This Meeting Could’ve Been a Podcast is a Vector production.

Filmed and produced by Sweet Fish.

Editing by Handy Man Edit.

Music by Peter McIsaac Music.

Funnel Vision was supposed to be the thing. Six months of building. A slick product UI. A beautiful narrative about contact-level intent. Launch posts. Playbooks. Customer testimonials. Jess even made a scroll-stopping GIF with ghosts shooting lasers out of their eyes.

Then reality hit. The product was buggy. Everyone ended up in the same two boxes. And instead of solving the "now what?" problem, we’d unknowingly created a new one: 16 squares meant 16 possible actions — hello, analysis paralysis.

Hear how we went from "this will change everything" to "we need to kill this" — and why Josh spent weeks personally calling 180 customers to break the news.

We discuss "tar pit ideas" and why some learning curves only make sense after you’ve lived them.

Get to the good stuff:

[00:18] Nothing says "friendly workplace banter" like accusing your co-founder of leading the company astray. No beta. No soft launch. Just ship it and see. What could go wrong?

[01:42] The real problem wasn't the data. It was the dreaded "now what?"

[03:08] The 4x4 grid that looked perfect on paper — but everyone ended up in the same one or two boxes anyway.

[04:59] Josh’s soul-searching journey, founders falling in love with the wrong problem and the "my way or the highway" trap.

[06:17] Plot twist: for Josh and Nick, this was just another Tuesday. For the rest of the team? Mildly terrifying.

[07:26] People want resolution. Cue the Big Bang Theory reference nobody asked for (but secretly needed).

[08:40] Why leadership chose to stop the bleeding fast — even though it meant 180 hard conversations. Rip those band aids off, people.

[09:38] Saying goodbye to launch posts, the homepage hero, LinkedIn banners, customer testimonials...and worst of all, Alex's 26 playbooks. Sorry, Alex.

[11:14] How investing in brand gave Vector permission to say: "This wasn’t the right move.” Being scrappy and authentic has its perks.

[13:45] Why Josh personally called 180 customers to share the news instead of just blasting a HubSpot template.

[15:40] The surprise outcome: most customers were more excited about where Vector was going than about Funnel Vision leaving.

[18:07] Positive affirmations time. Your automation workflows are so good, time feels inadequate.

[21:03] Jess on surviving the emotional side of killing work you love. No one can take away what you’ve created.

[23:40] Jess’s GIF with the ghosts and the laser eyes. People still talk about it. RIP.

[26:19] The light at the end of the tunnel and getting closer to launching Boo.0 (Yes, that's what Nick named it.)

[28:20] Would Josh do Funnel Vision again? Surprisingly, yes.

[29:28] Tar pit ideas: the ones that look incredible from afar — until you're stuck in them.

[31:50] Should Funnel Vision make a comeback? Jess had to hold herself back. So that's a real quick no.

This Meeting Could’ve Been a Podcast is a Vector production.

Filmed and produced by Sweet Fish.

Editing by Handy Man Edit.

Music by Peter McIsaac Music.

Most companies guard their marketing plans like state secrets. We did a live podcast episode to show you everything. Josh tripled Jess's pipeline goal (classic CEO move), organic search is in chaos, and marketers everywhere are white-knuckling their way through what Josh calls "pipeline anxiety."

So what's Vector doing about it? Ghost tours. Influencer programs. Adding a demand gen hire to the team. And a whole lot of marketing on vibes that's about to get way more measurable.

In this bonus live episode, Jess and Josh break down their entire 2026 marketing strategy—the three big rocks, the budget, the hires, and yes, the Lexapro-inducing vulnerabilities keeping them up at night. Because if you're gonna build in public, you might as well go all in.

Get to the good stuff:
[00:00] Josh opened with a casual pipeline goal update: triple it. Jess pretended to be fine. She wasn't fine.
[01:22] Marketing to marketers means you're getting paid to have therapy sessions about pipeline with your entire ICP.
[02:00] Pickleball notepad flashcard game begins. First up: organic search. Pure chaos. SEO-GEO-EIO.
[04:40] Josh's internal fear: losing organic traffic is scary, but losing visibility and attribution? That's the part nobody's talking about.
[06:16] Vector's product roadmap includes bot detection for ads—because 10-15% of your ad spend is retargeting Terminator, not humans. [08:23] Paid media still has volatility and black box vibes, but it's making a comeback as cold email implodes.
[10:00] Cost per ICP click is Vector's killer metric—because cost per click doesn't matter if everyone clicking is garbage.
[12:32] ABM as a strategy? Love. ABM tools? Not so much. Marketers are finally leaving the legacy platforms.
[15:37] Consolidation is inevitable, but Josh had thoughts on whether Vector is best-in-breed or all-in-one. (Spoiler: it's the political answer.) [18:00] The major theme for 2026: pipeline anxiety. Every marketer feels it. Lexapro sales are up.
[23:00] Jess presented her 2026 plan the same way she pitched her budget—with a story, a Jaws gif, and three pictures of Dwayne "The Rock" Johnson.
[24:54] Big Rock #1: Be everywhere your audience is and turn it up to 11. Ghost Tour Tour announcement dropped.
[28:23] Piggybacking events to save budget while traumatizing prospects with haunted walking tours.
[31:41] Media sponsorships with Exit Five and Demand Collective—distribution plays that don't require a $100k booth.
[33:42] Influencer program is back and doubled down after turning $12k into $1.1M in pipeline.
[34:16] Big Rock #2: Be your favorite marketing team's favorite marketing team. Hiring top 1% talent who advocate for their discipline, not just the product.
[36:32] Department excellence is the mandate—Alex is the best PMM Jess has ever met, and the new demand gen hire is at the same level.
[37:00] Marketable moments—engineering has an OKR to ship enough that there's something valuable in the Ghost to Market newsletter every week.
[38:55] Vector on Vector—demand gen marketer will build the ultimate playbook for using Vector at Vector, then share it with customers.
[39:56] Big Rock #3: Build our own crystal ball. No more marketing on 100% vibes. Time for QBRs, metrics, and knowing the numbers cold.
[41:13] Positive affirmations break—let's hear it for moments of zen.
[42:41] Vulnerability Corner debut. Josh was worried about keeping Vector special while scaling, and fears a pipeline system collapse across B2B.
[46:00] Jess just got promoted to VP of Marketing and is nervous about living up to the title, leading a team, and continuously outdoing themselves.
[48:00] Q&A: How has your ICP evolved? Answer: sharper and sharper as positioning tightened from sales + marketing to just marketing.
[50:00] Solo marketer priority? Focus on LLMs, SEO, and GEO—shape the narrative of what AI says about you.
[51:47] Balancing weirdness with conversion? Be quirky at the top of the funnel, crystal clear at the bottom. Clarity is queen.

This Meeting Could've Been a Podcast is a Vector production.