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If you're a data tech startup don't do your DevRel alone. Reach out to Early Signal for bespoke DevRel content and distribution strategy for your GTM. www.earlysignal.tech In this episode, I sit down with Kyle Cheung, co-founder of Greybeam, to discuss his journey from data analyst to data startup founder. Kyle shares how he broke into data analytics with a creative video application, his experience building data infrastructure, and why Greybeam pivoted from an AI data analyst to solving Snowflake cost optimization with DuckDB. We dive into: The challenge of marketing technical products to both technical and business audiences Greybeam's memorable toilet analogy marketing campaign and why taking creative risks matters The pivot from AI data analyst to query routing infrastructure Balancing personality-driven marketing with enterprise credibility Why LLM accuracy wasn't ready for AI analysts in early days Timestamps: 0:00 - Introduction 1:00 - Kyle's background and journey to startups 3:18 - The creative video application that landed his first BI role ]6:22 - Transitioning from BI/finance to technical founder 9:35 - The balance between technical depth and marketing 11:27 - The toilet analogy marketing campaign 12:24 - Taking creative risks in data marketing 13:45 - Balancing personality with enterprise credibility 17:15 - Why early LLMs weren't accurate enough for AI analysts