Paid Ads, Scroll Stoppers & Finding Your People with Kathie Feng

Описание: Most founders rebuild their product, offer, or messaging before ever validating whether the right customers are seeing it. That's not a product problem. It's an ICP problem. And fixing it changes everything.

In this episode of the Growth Strategy Podcast, Alyssa Evans sits down with Kathie Feng, founder and Growth Architect at Signal Growth, to break down how to engineer growth with precision instead of hoping effort alone will get you there.

Kathie spent 13+ years leading growth for global brands including Constellation Brands (Corona and Modelo), Discover, Capital One, Shiseido, and Pave (an a16z-backed fintech startup). She has visited 6 continents, speaks 5 languages, and built a stock portfolio that has compounded over 160%. She is proof that growth is a discipline before it is a result.

What you will learn in this episode:

➔ What ICP validation actually is and why it has to happen before you rebuild anything

➔ How customer segmentation helps you break through a growth ceiling

➔ How to build pricing tiers based on what buyers are willing to pay, not founder gut feel

➔ Why your GTM strategy should be a living system you optimize continuously

➔ How to use AI to reduce workflow friction without sacrificing quality


Frequently Asked Questions:

What is ICP validation and why does it matter for business growth? ICP stands for Ideal Customer Profile. Before rebuilding your product, messaging, or offer, you need to confirm whether the right customers are seeing it and whether it solves the right problem for them. Most founders skip this step and spend time fixing the wrong thing.

What is a GTM strategy and how should founders approach it? GTM, or go-to-market strategy, is your plan for reaching and converting your target customers. Kathie's approach treats it as a living system you optimize continuously, not a one-time launch checklist you check off and forget.

How do you build pricing tiers that actually convert? Effective pricing tiers are built around what your customers are actually willing to pay at different levels of value, not what feels right to you as a founder. Kathie walks through how to think about this practically and strategically.

How can founders use AI without losing quality or authenticity? AI works best for reducing workflow friction: repetitive tasks, content drafts, research. It performs as well as how you train and prompt it. Evaluate AI tools based on outcomes, not hype or features.

What is Signal Growth? Signal Growth is Kathie Feng's growth strategy firm. She helps founder-led companies turn momentum into market dominance using AI-powered systems and 90-day revenue frameworks.



Connect with Kathie Feng: Website: signalgrowth.ai LinkedIn: Kathie Feng

Connect with Alyssa Evans: Website: growyourstrategy.co Podcast: Growth Strategy Podcast on Apple Podcasts and Spotify Email: [email protected]