Episode Summary
Executive Summary: Everett Taylor, the 33-year-old CEO of Kickstarter, outlines a rapid turnaround strategy centered on product upgrades, targeted marketing, and greater inclusivity. He argues Kickstarter should evolve from an occasional crowdfunding stop into a recurring destination for discovery, while expanding access for underrepresented creators and building new business lines to drive both impact and growth.
Main Topics: Kickstarter’s turnaround and brand revival (Priority: 5/5): Taylor explains that Kickstarter already has strong name recognition, but the brand has lost some energy. His immediate goal is to restore excitement, rebuild media attention, and make the platform feel culturally relevant again. Product-led growth through new business lines (Priority: 5/5): He says Kickstarter is launching digital marketing services and pledge management, two new offerings meant to help creators reach audiences and manage post-funding operations more effectively. Retention and community building (Priority: 4/5): Taylor wants to transform Kickstarter from an 'ephemeral destination' into a platform users return to regularly for discovery of new music, film, tech, and fashion projects. Inclusivity and equitable opportunity (Priority: 5/5): He identifies the overrepresentation of white men among successful creators as a problem and says Kickstarter must better support underrepresented creators and backers through product, marketing, and programs like Ford Funds. Marketing as Taylor’s leadership superpower (Priority: 4/5): Taylor repeatedly frames marketing as his core talent and says it is inseparable from product and culture change, making him uniquely suited to lead Kickstarter’s next phase. Mission and profit can coexist (Priority: 4/5): He stresses that Kickstarter is a public benefit corporation and that growth should be driven by impact rather than exits or short-term profit, while still building a stronger business. Personal story and leadership identity (Priority: 3/5): Taylor connects his path from poverty, homelessness, and selling weed as a teen to his current role, presenting resilience as a key reason he is unafraid of the CEO challenge.
Key Arguments: Kickstarter already has brand awareness, so the real challenge is reigniting excitement and making the brand feel current. The company should prioritize community and repeat usage, not just one-off project support. New creator tools like digital marketing and pledge management are necessary because Kickstarter previously helped creators raise money but not manage growth afterward. Inclusion is both a moral and business priority; Kickstarter must better serve creators and backers who historically face barriers to opportunity. Taylor believes marketing can drive both product adoption and cultural change, and that marketing plus product improvements must happen together. Kickstarter can remain mission-driven while still growing into a larger business with more revenue streams. The platform’s broad reach is a strength because it can support both major creators and people who lack access to traditional capital and networks.
Data Points: Kickstarter pledges total: Over $7 billion - By February 2023, total pledges to projects on the platform had exceeded this amount. Taylor’s age at appointment: 33 - He became CEO at age 33. Time in role before interview: 4 months - He had been CEO for four months when speaking with Bob Safian. Business lines historically: 1 - Before Taylor’s changes, Kickstarter had only one business line: taking a percentage of funds raised. New business lines launched: 2 - Taylor says he is launching two new business lines in his first four months: digital marketing and pledge management. Quarterly performance: Strongest quarter of the year in Q4 2022 - Taylor says the company had its strongest quarter shortly after he joined and began pushing renewed energy. Project funding example: $42 million - He cites a creator who raised this amount for books as an example of repeatable success on Kickstarter. Campaign size range: From $1,000 to millions - Taylor notes Kickstarter supports projects ranging from very small funding needs to multi-million-dollar raises. Underrepresented support program: Ford Funds - A new program to back underrepresented creators by partnering with organizations and nonprofits to fund projects. Founder example: $40,000–$45,000 - A sponsor story at the end features Emily Warden investing this amount in natural diamonds for her jewelry business. Military/education age: 14 - Taylor says he started working at 14 after his mother made him get a job.
Pivotal Quotes: "I want to build a juggernaut." — Everett Taylor: Taylor describes his ambition for Kickstarter’s scale and future. "Marketing is my God-given talent." — Everett Taylor: He explains why he sees marketing as his strongest professional advantage. "I'm here to build a business, man. I'm here to grow this thing and not growth just for the sake of growth... With that being said, the reason for growth is impact." — Everett Taylor: Taylor frames growth as a means to expand Kickstarter’s social and creative impact.
Implications: Kickstarter is moving from a one-time crowdfunding utility toward a more active creator ecosystem. If Taylor’s strategy works, the platform could increase retention, broaden access, and become a stronger cultural and commercial force.
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On Masters of Scale, iconic business leaders share lessons and strategies that have helped them grow the world's most fascinating companies. Founders, CEOs, and dynamic innovators join candid conversations about their triumphs and challenges with a set of luminary hosts, including founding host Reid Hoffman (LinkedIn co-founder and Greylock partner). From navigating early prototypes to expanding brands globally, Masters of Scale provides priceless insights to help anyone grow their dream ente...