Most SaaS start with code. This one started with leadership training.

In this episode of Indie Board Session, we go behind the scenes of Discover Assessments, a company that grew from a simple workshop tool into a SaaS serving clients in 36 countries.

Along with my co-host Matt Hayes, we are joined by founder Dinup Mathew, who shares what it really takes to productize services, win global clients, and face the challenges of scaling sales beyond the founder’s hustle. Along the way, we uncover how referrals, partnerships, and even the limits of AI have shaped his growth journey.

In this episode, we dive into:

✅ How co-creating with clients shaped 25+ assessments and secured long-term loyalty.

✅ Why referrals and partnerships proved stronger growth engines than paid ads.

✅ The trade-offs of scaling sales beyond the founder’s hustle.

✅ What AI can (and cannot) do in behavioral assessment, and why trust is non-negotiable.

Whether you’re turning services into products, chasing global clients, or learning to scale sales beyond founder-led hustle, this episode is a blueprint worth saving.

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