{"id":1486,"date":"2019-01-25T23:22:18","date_gmt":"2019-01-25T23:22:18","guid":{"rendered":"https:\/\/knowyourteam.com\/blog\/?post_type=podcast&#038;p=1486"},"modified":"2025-04-21T15:13:18","modified_gmt":"2025-04-21T22:13:18","slug":"episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar","status":"publish","type":"podcast","link":"https:\/\/canopy.is\/blog\/podcast\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar\/","title":{"rendered":"Episode 14: Interview with Laura Roeder, Founder + CEO of MeetEdgar"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe width=\"1400\" height=\"788\" src=\"https:\/\/www.youtube.com\/embed\/vg3MT1czr7o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-laura-roeder-is-the-founder-and-ceo-of-meetedgar-a-social-media-scheduling-platform-tool-with-over-7-000-customers\"><a href=\"https:\/\/twitter.com\/lkr\">Laura Roeder<\/a>&nbsp;is the founder and CEO of&nbsp;<a href=\"https:\/\/meetedgar.com\/\">MeetEdgar<\/a>, a social media scheduling platform tool with over 7,000 customers. <\/h4>\n\n\n\n<p>As a founder who bootstrapped her company to $4MM in annual recurring revenue in 2.5 years, Laura shares her biggest leadership lessons around letting go as a manager.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><strong>Claire Lew:<\/strong>\u00a0Hi everyone, my name is Claire Lew and I\u2019m the CEO of <a href=\"https:\/\/canopy.is\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=heartbeat-podcast\">Canopy<\/a> (formerly Know Your Team\/Know Your Company). And today I\u2019m really honored to have with me the founder and CEO of\u00a0<a href=\"https:\/\/meetedgar.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MeetEdgar<\/a>, a social media scheduling platform tool,\u00a0<a href=\"https:\/\/twitter.com\/lkr\" target=\"_blank\" rel=\"noreferrer noopener\">Laura Roeder<\/a>.<\/p>\n\n\n\n<p>Laura is someone who I\u2019ve definitely admired from afar. She bootstrapped her business, in its first year originally to $100,000 in monthly recurring revenue.<\/p>\n\n\n\n<p>And they\u2019re now, I think they\u2019re three and a half years into the business. They have over 7,000 companies using the products and customers using the product. Just a really incredible story of sort of staying true to what her vision was, staying independent as a company. They\u2019re also a remote company, so, really excited to have you here today, Laura!<\/p>\n\n\n\n<p><strong>Laura Roeder<\/strong>: Thank you Claire.<\/p>\n\n\n\n<p><strong>Claire<\/strong>: Laura, I have this one question that I\u2019ve been asking a lot of different leaders that I\u2019m gonna ask you, which is, \u201cWhat\u2019s something you wish you would have learned earlier as a leader?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.knowyourteam.com\/wp-content\/uploads\/2018\/12\/e643b-1lamxoqljstw02syeu4toxg.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Laura<\/strong>: I\u2019m guessing other people might have given you a similar answer, too: Really letting go and letting the people you work with have ownership and make decisions without you. I feel like for me that\u2019s been the constant process of leadership that I\u2019m still definitely working on and still learning.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Stopping yourself from being a bottleneck in the company\u200a\u2014\u200aI think it can be very subtle. I think you think, \u201cI don\u2019t tell people they have to get approval from me,\u201d so I\u2019m not blocking things up. But then, if everyone runs everything by you for your opinion or advice, they\u2019re getting approval from you without you explicitly stating it,\u00a0right?<\/p>\n<\/blockquote>\n\n\n\n<p>It can be more subtle than you saying, \u201cOh, I don\u2019t have to check on everything,\u201d and I think to be a great leader, you really have to be deliberate in saying, \u201cI don\u2019t need to see this. Don\u2019t show this to me.\u201d You know, \u201cMake this decision without me.\u201d Which can be a hard thing to do.<\/p>\n\n\n\n<p><strong>Claire<\/strong>: Oh my goodness, yeah, I couldn\u2019t agree more. I think it\u2019s the biggest challenge especially for leaders who transition from being an individual contributor to becoming a leader. Because usually, when you become a leader, whether you\u2019re promoted or whether you\u2019re a founder, it\u2019s usually because you\u2019re good at doing the job, right? You\u2019re good at doing \u201cthe thing.\u201d<\/p>\n\n\n\n<p>And now, all of a sudden, when you\u2019re a leader, it\u2019s all about letting go of doing \u201cthe thing.\u201d For you, personally is there a particular sort of instance where you realized, \u201cOh my gosh, I am the bottleneck and I had no idea and I am caring too much about \u2018doing the thing\u2019 instead of just letting go?\u201d<\/p>\n\n\n\n<p><strong>Laura<\/strong>: In some ways, it\u2019s hard to think of a specific example because there are so many! So, right now I\u2019m in the CEO role and I\u2019m also heading up the marketing team. Marketing has been the area that\u2019s been the hardest for me to step away from, because that is my, like you said, individual contributor background, is doing the marketing side.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Sometimes, I find myself shooting down ideas that I don\u2019t even mean to do, because I\u2019ll sort of just, at first brush, be like, \u201cI don\u2019t think that strategy is really as strong as some others we\u2019ve been looking at,\u201d but I haven\u2019t let the person even tell me what the idea is, what the whole strategy is, right? And it can be easy not to realize how powerful a side comment from me as the leader\/CEO\/founder going \u201cOh, I don\u2019t know about that,\u201d to someone else can read as \u201cLaura has vetoed this, this will never happen,\u201d when maybe I mean like, \u201cWhy don\u2019t you flesh that out more?\u201d But I need to say that explicitly.<\/p>\n<\/blockquote>\n\n\n\n<p><strong>Claire<\/strong>: Definitely. I think there are so many founders and CEOs and managers who I talk to where they inadvertently realize that their word, all of a sudden, has become the law of the land, and that a casual comment like, \u201cOh, I don\u2019t know if I really like that,\u201d means \u201cOkay, we will never, ever bring this idea up\u201d when that\u2019s not what you meant at all!<\/p>\n\n\n\n<p>As a leader, having learned those lessons the hard way as we all have, how do you compensate for that? What things do you now to try to do to let people know my way is not sort of the highway?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.knowyourteam.com\/wp-content\/uploads\/2018\/12\/1627f-1chbkgofokwaomnwap8fufa.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Laura<\/strong>: So part of it just like constantly, explicitly saying things like, \u201cThis not urgent,\u201d because that\u2019s another thing that I\u2019ve learned. People think that if it asks and comes from me, that means it\u2019s at the top of the priority list, which is I mean literally,&nbsp;<em>never<\/em>the case with how our company. We\u2019re very big on not having false deadlines, not having urgency. We want to complete things at the right pace.<\/p>\n\n\n\n<p>So, I\u2019ll just think of a random like, \u201cI\u2019m curious about this report,\u201d or I\u2019m curious about this statistic, so if I\u2019m asking someone for something like that, I\u2019ll say, \u201cTHIS IS NOT IMPORTANT! THIS IS NOT URGENT!\u201d in all caps in the email, just to really be clear and I find that, I can say like, \u201cJust because it comes from me, it\u2019s not urgent,\u201d it\u2019s just a lot more helpful for the other person if I go ahead and put that out, it\u2019s just a lot clearer.<\/p>\n\n\n\n<p><strong>Claire<\/strong>: Oh my gosh, absolutely! I think yeah, I think in previous jobs that I\u2019ve worked out, whenever the boss would say, \u201cOh yeah, get this thing done,\u201d it\u2019s like that gets moved to the top of the list when in many ways, that\u2019s not the case.<\/p>\n\n\n\n<p>At MeetEdgar, you definitely have folks who are managers and who you\u2019re growing and coaching as well. How do you, if you try to at all, teach them this? If this is for you the biggest thing you wish you would have learned, are there different things that you try to suggest to new managers as you grow them and bring them into the company, around this?<\/p>\n\n\n\n<p><strong>Laura<\/strong>: Something that we do that I think is kind of unusual for our size, so we\u2019re about 30 people is to really have very little execution time for managers. Which is something, I don\u2019t know, I read a lot from the Basecamp founders, I know they love to spend a lot of time coding. I love a lot of their ideas. They probably would not resonate with this one.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>But for us, we really just want to make sure that a manager, who we call \u201cadvocates\u201d at our company, have the time and space to be there for their team at large, which means they\u2019re not spending a lot of time on individual work, some, but definitely not the majority of their\u00a0time.<\/p>\n<\/blockquote>\n\n\n\n<p>I think that sort of helps&nbsp;\u2026 If you are just leading and managing, I think that can make it a little easier to take a step back from being so bogged down in execution and letting your team be the ones who are really bogged down in execution, because I can imagine that\u2019s even harder if someone is like the leader of the team and they\u2019re programming right alongside next to&nbsp;\u2026 I can imagine that would just make it more challenging as the other programmer to feel like they\u2019re not really scrutinizing all the work that\u2019s being done.<\/p>\n\n\n\n<p>We find that having that space, having that separation, is pretty useful.<\/p>\n\n\n\n<p><strong>Claire<\/strong>: Definitely. It\u2019s interesting, it reminds me actually. I&nbsp;<a href=\"https:\/\/blog.knowyourcompany.com\/watch-the-heartbeat-interview-%EF%B8%8Fwith-michael-lopp-vp-engineering-at-slack-with-transcript-a23da4cfb49d\" target=\"_blank\" rel=\"noreferrer noopener\">spoke with Michael Lopp, who\u2019s the VP of Engineering at Slack<\/a>, and asked him this question a month or so ago. And he said something really similar about how delegation is really for him, the thing that he hires for in managers and he looks for and what he talked about in particular is that, as a manager, you need time to manager and let that, like you said, that space.<\/p>\n\n\n\n<p>And he was saying that if you\u2019re too busy doing the actual work, actually as a manager, that\u2019s a huge mistake. You should not be busy. I mean, would you agree with that? Do you find yourself as a CEO, trying to be in many ways, less busy?<\/p>\n\n\n\n<p><strong>Laura<\/strong>: Yes. I mean, I have very little what I would call deliverable work that I do, actually something I do as CEO is promote the company, via podcasts and interviews like this.<\/p>\n\n\n\n<p>That\u2019s actually one of the few things on my list that are really like things that I have to complete. Things that I have to do. I try to spend most of my time really on strategy, on coaching others. Even my role in marketing, even though I\u2019m heading up marketing right now, I don\u2019t write copy. I could, but I\u2019m not doing the hands-on stuff.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>And that\u2019s how it\u2019s always been. I\u2019ve never written copy or done like the actual marketing for this company. That was something very deliberate for me because I wanted to have time and space for the other parts of my\u00a0job.<\/p>\n<\/blockquote>\n\n\n\n<p><strong>Claire<\/strong>: Definitely. I\u2019m curious, Laura, I mean you\u2019re saying the company is now 30 people. Has that evolved as the company has grown? I know originally, before starting MeetEdgar, you\u2019d run your own consulting practice. So, from that transition, boutique consulting practice to large early-stage SAS company, did you find yourself, when you were a lot earlier sort of on your path, feeling like, \u201cOkay, I have to do the work?\u201d<\/p>\n\n\n\n<p>Do you remember the moment when you switched and you started realizing like, \u201cThis is a different stage now,\u201d or do you think it\u2019s not? Or, have you from the beginning have you always tried to just purposefully let go as much as possible?<\/p>\n\n\n\n<p><strong>Laura<\/strong>: This company is by far the largest. My training business before this one was like, four people. This is definitely the largest. This is the first company I\u2019ve run where we have a true leadership\/management structure in place.<\/p>\n\n\n\n<p>It sort of is like an epiphany moment and a gradual transition. I did have a moment where I realized that I was operating under the assumption that I was the greatest person in the world at doing everything, because when you\u2019re in that stage of being a solo entrepreneur or freelance, and you think that you can\u2019t let things go, you often get this idea, \u201cI have this special way that I reconcile the PayPal downloads and nobody is capable to figure out my system that I created.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>You realize that what you\u2019re really saying is \u201cI\u2019m the only person in the world who can do this and I\u2019m the best.\u201d I am the greatest at reconciling PayPal downloads that this world has ever seen. And that\u2019s really absurd. And that realization helped me realize well, of course, one, just due to my age alone, right? I\u2019m 33 now. There\u2019s people that are better than me at everything just because they\u2019ve been doing it for five years longer or more, if nothing else. That reason alone disqualifies me in a lot of\u00a0ways.<\/p>\n<\/blockquote>\n\n\n\n<p>So, obviously there\u2019s people that are better at everything. That realization&nbsp;\u2026 a longer time ago, definitely helped me to start this journey of really building a team, really moving towards a business that could run without me and then that has built a reality in MeetEdgar. It is a business that runs well without me.<\/p>\n\n\n\n<p><strong>Claire<\/strong>: I love that. I think it is a humbling truth that we as CEOs, leaders, don\u2019t like to think about, that we are not the best, probably, at what we do. And whether it\u2019s reconciling PayPal statements or writing posts or other things that we feel like, \u201cOh, only I can maybe do this,\u201d and it\u2019s funny because we never really say that out loud. I love that you said it out loud.<\/p>\n\n\n\n<p>I feel like that should be a mantra for a lot of CEOs to almost repeat to themselves, \u201cI\u2019m not the greatest.\u201d I\u2019m not the best at what I\u2019m doing here. And in many ways, your job is to hire find folk and coach folks to be better.<\/p>\n\n\n\n<p>There\u2019s something really interesting that you said at the very end, which is around this idea that the company for you to be sustainable, right? And for it to grow is it needs to be able to run without you.<\/p>\n\n\n\n<p>Can you tell me a little bit about what you mean by that or why that\u2019s important to you?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.knowyourteam.com\/wp-content\/uploads\/2018\/12\/7b903-1vd4izoeiioibhkp4ssgskw.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Laura<\/strong>: That was a very deliberate goal of mine with this company, so the company that I ran before was a training business where I was a trainer, so it was the type of business where I\u2019m the face of it. I\u2019m creating the content, people buy from us but know and trust me, so it was leveraged in the tense that it was online training, it wasn\u2019t one-on-one consulting, but it was not a business that I could step away from six months&nbsp;\u2026 it was not a business that could ever be sold.<\/p>\n\n\n\n<p>It was really tied to my time. Like, in the sense&nbsp;\u2026 it was more leveraged, hours for dollars, but at the end of the day, kind of, it was still hours for dollars, because Laura Roeder needed to show up to make that business work.<\/p>\n\n\n\n<p>So, I was like, \u201cWouldn\u2019t it be cool if I had a business where I didn\u2019t have to show up to make it work?\u201d And what I love about having a software business is I\u2019m not a programmer.<\/p>\n\n\n\n<p>So I cannot help, if it breaks, like at all. I don\u2019t know what to do. It\u2019s a really great constraint because it has just forced me, in this really major way, since the beginning of the business, to be like, \u201cObviously, this business doesn\u2019t depend on me, because other people have to build and maintain our actual product that we\u2019re selling.\u201d So I know I\u2019m not going to be the linchpin going in and saving everything if it breaks.<\/p>\n\n\n\n<p>I also had an unusual situation. I was pregnant when we launched MeetEdgar and I knew I would go on maternity leave, so I went on maternity leave I guess about six months after launch. For six months, I was totally off. I knew that I was pregnant, that the baby was coming, when we launched, so I had that kind of structure in mind right from Day One. I need to build a company that for that three months, I mean minimum, right? Isn\u2019t gonna fall apart.<\/p>\n\n\n\n<p>I want a company that\u2019s going to grow while I\u2019m gone, and it did, significantly.<\/p>\n\n\n\n<p><strong>Claire<\/strong>: That is incredible! I had no idea that you were pregnant during starting the company. I mean, starting a company by itself is hard and just being pregnant and having a kid is hard, separately, so the two together blows my mind.<\/p>\n\n\n\n<p>I feel like you should be getting so many awards just for that alone. That\u2019s incredible, Laura. Thank you for all of your insights, I am sitting here taking them all in. I know everyone who\u2019s watching really appreciates all your wisdom as well.<\/p>\n\n\n\n<p>So, thanks so much for being here and yeah, we appreciate it.<\/p>\n\n\n\n<p><strong>Laura<\/strong>: Thank you!<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.knowyourteam.com\/wp-content\/uploads\/2018\/12\/4f6f8-1ef4ukz4st9svayhsmkqnog.png\" alt=\"\"\/><\/figure>\n\n\n\n<div class=\"newsletter-post-form-container\">\n  <h3>Never miss a post \u2013&nbsp;get our latest leadership insights, as they&#8217;re released&#8230;<\/h3>\n\n<iframe src=\"https:\/\/newsletter.canopy.is\/embed\" width=\"850\" height=\"150\" style=\"border:1px solid #EEE; background:white;\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n<\/div>\n<br\/>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"http:\/\/knowyourteam.com\/?utm_source=blog&amp;utm_medium=banner&amp;utm_content=footer\"><img decoding=\"async\" width=\"2516\" height=\"944\" src=\"https:\/\/knowyourteam.com\/blog\/wp-content\/uploads\/2023\/02\/CleanShot-2023-02-09-at-19.36.32@2x.png\" alt=\"\" class=\"wp-image-7971\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Laura Roeder&nbsp;is the founder and CEO of&nbsp;MeetEdgar, a social media scheduling platform tool with over 7,000 customers. As a founder who bootstrapped her company to $4MM in annual recurring revenue in 2.5 years, Laura shares her biggest leadership lessons around letting go as a manager. Claire Lew:\u00a0Hi everyone, my name is Claire Lew and I\u2019m&hellip; <\/p>\n<p><a class=\"moretag\" href=\"https:\/\/canopy.is\/blog\/podcast\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar\/\">Read the full article<\/a><\/p>\n","protected":false},"author":2,"featured_media":443,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"episode_type":"audio","audio_file":"https:\/\/chtbl.com\/track\/D44D5\/https:\/\/knowyourteam.com\/blog\/wp-content\/uploads\/2019\/01\/KYT014.mp3","cover_image":"","cover_image_id":"","duration":"15:23","filesize":"14.08M","date_recorded":"24-01-2018","explicit":"","block":"","itunes_episode_number":"14","itunes_title":"Interview with Laura Roeder, Founder + CEO of MeetEdgar","itunes_season_number":"","itunes_episode_type":"full","filesize_raw":"14762735"},"tags":[],"series":[3529],"episode_featured_image":"https:\/\/canopy.is\/blog\/wp-content\/uploads\/2018\/12\/e643b-1lamxoqljstw02syeu4toxg.png","episode_player_image":"https:\/\/canopy.is\/blog\/wp-content\/plugins\/seriously-simple-podcasting\/assets\/images\/no-album-art.png","download_link":"https:\/\/canopy.is\/blog\/podcast-download\/1486\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar.mp3","player_link":"https:\/\/canopy.is\/blog\/podcast-player\/1486\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar.mp3","audio_player":"<!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-1486-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/canopy.is\/blog\/podcast-player\/1486\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar.mp3?_=1\" \/><a href=\"https:\/\/canopy.is\/blog\/podcast-player\/1486\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar.mp3\">https:\/\/canopy.is\/blog\/podcast-player\/1486\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar.mp3<\/a><\/audio>","episode_data":{"playerMode":"dark","subscribeUrls":[],"rssFeedUrl":"https:\/\/canopy.is\/blog\/feed\/podcast\/the-heartbeat","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"T6BiEVN8WY\"><a href=\"https:\/\/canopy.is\/blog\/podcast\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar\/\">Episode 14: Interview with Laura Roeder, Founder + CEO of MeetEdgar<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/canopy.is\/blog\/podcast\/episode-14-interview-with-laura-roeder-founder-ceo-of-meetedgar\/embed\/#?secret=T6BiEVN8WY\" width=\"500\" height=\"350\" title=\"&#8220;Episode 14: Interview with Laura Roeder, Founder + CEO of MeetEdgar&#8221; &#8212; Canopy | Blog\" data-secret=\"T6BiEVN8WY\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n\/*! 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