🔶 The little-known strategies that scaled Wise and Butcher Box to millions

Read time: 6 minutes

Hey! Sam here 👋 I’ve spent the last 10+ years leading marketing and growth for early-stage tech startups, helping them scale from 0 to 8 figures. Each week, I share actionable insights to help founders and marketing leaders like you drive sustainable growth.

Like the Startups Ideas Podcast - s/o to Greg Isenberg.

I’ll be sharing some of the growth ideas that inspired me this week.

These strategies aren’t just inspiring — they’re actionable.

I hope they spark some fresh ideas for you too.

If you want to stop overpaying for growth and build a growth machine that lasts, this is for you.

Today’s focus: how to grow without burning your budget.

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Let’s get straight to it.

I’ve seen first-hand how startups pour cash into ads, hoping to outspend their competition.

But here’s the thing: spending smarter always wins over spending more.

Companies like Wise and Butcher Box scaled to millions of users without burning through massive ad budgets.

They couldn’t compete on ad spend, so they got creative.

Here’s what they did, why it worked, and how you can apply it to your startup.

1. Master the balance of “on” & “off-topic” content

To get organic traffic flowing, Wise knew they had to dominate search results by creating content that answered their customers’ most pressing questions.

But they didn’t stop there.

They also produced content for a broader audience, building brand visibility beyond their core market.

How to apply it:

• On-topic: Create blog posts, videos, and guides that tackle specific pain points your ideal customer faces. Think of the questions you get during sales calls—turn those into content. Tools like Ahrefs or AnswerThePublic can help identify keywords and questions to target.

• Off-topic: Tap into broader, tangential topics that can drive awareness. For example, if you’re a B2B SaaS founder, write content on remote work trends or productivity tips—topics that appeal to your audience but don’t directly sell your product.

2. Turn word of mouth into a growth engine

The best brands built a product that people had to talk about because it was so much better than the alternatives. When people can’t stop talking about your product, that’s free marketing.

How to apply it:

• Ask yourself, what’s one thing I can do to make my product stand out in a way that’s 10x better than competitors? It could be the user experience, outcomes, pricing transparency, or customer support.

• Embed share buttons in emails, receipts, and post-purchase pages. Give customers an incentive to refer friends—discounts, upgrades, or exclusive offers for both the referrer and the referred.

• Identify influencers or creators who speak directly to your target audience. Partner with them on a performance basis, paying them per sale.

• Track the sales from each influencer and double down on the partnerships that convert the best.

Example: Wise didn’t just rely on ads—they turned transparency into a superpower. They added a comparison chart showing how much users saved ($$) versus banks. That one visual? 3-4x more recommendations.

Why? People love saving money, and when they see it clearly, they share. Lesson of the story? Make it obvious why your product is better, and your customers will spread the word.

3. Increase sign-ups with irresistible offers

Instead of competing on price, Butcher Box offered deals customers couldn’t resist—like “Free chicken wings for life” with every subscription. These kinds of deals spiked subscription sign-ups and kept customers engaged for the long haul.

How to apply it:

• Tactically: Create an offer that feels like a no-brainer (e.g., free products, upgrades, or exclusive content) for new sign-ups. Just make sure it aligns with your business costs and profit margins.

• Test offers: Run limited-time offers or lifetime perks to see which resonates most with your audience.

4. Bet smarter on performance marketing

Even the best marketers can’t win by overspending on ads indefinitely. Wise scaled smart by cutting marketing spend when it became inefficient, but only after they had solid organic strategies in place.

How to apply it:

Play defense first. Before scaling any ad spend, build an organic foundation. Ads should amplify your growth, not be the only engine.

Starve your underperformers. Instead of "fixing" low-performing channels, cut them fast. You’re wasting resources trying to revive them. Double down on what’s working, even if it means narrowing your focus for a while.

Use paid ads as your backup, not your lifeline. Paid channels should support organic, not replace it. If one dries up, your growth doesn’t fall off a cliff. Invest in with word of mouth, SEO, and partnerships so you’re never fully dependent on ads or the algorithm.

5. Scale faster by outsourcing non-core functions

Mike from Butcher Box didn’t try to build everything in-house. Instead, he partnered with specialists to handle everything from sourcing to delivery. This allowed Butcher Box to scale quickly without building out costly infrastructure.

How to apply it:

• Tactically: Focus on your core business strengths. Identify your core business strengths by focusing on what drives the most value, differentiates you from competitors, and aligns with your team's expertise, while outsourcing tasks that don't directly impact your brand or customer experience. Outsource non-core functions like fulfillment, customer service, or supply chain to specialists who can handle them better and cheaper.

• Streamline operations: Don’t waste time building capabilities that others have already mastered—just partner with the best.

Every growth initiative in the world is useless without action. Whether it's simplifying your product, adding transparency, or expanding your content reach—you've got to start now.

The only question is, what’s the first thing your team is going to try this week?

🔍 Sam Pick’s - resources worth your time

• How Butcher Box bootstrapped its way to a $1B company by Jesse Pujj

• After building 50+ startups in 20 years, here’s the 10% of marketing that worked by John Rush

Here are more ways to connect:

• Follow me on Twitter/X and LinkedIn for content during the week.

• Work with me 1:1 to help you build a defensible growth engine to scale your business to $10MM ARR. Let’s chat.

  Ideal if you're a founder who reached $1M and now wants to scale.

Until next time 👋

Sam

PS. I’m here to help YOU grow. What’s the one thing you’re struggling with in your business right now?