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DTC POD Liz Giorgi from Soona
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Subject: New DTC POD Episode: Building the Next-Gen Creative Engine with Liz Giorgi from Suna Hey DTC POD listeners, We’re excited to announce the release of a must-listen episode featuring Liz Giorgi, co-founder and CEO of Suna, on the DTC POD! If you’re interested in the evolving world of ecommerce, content creation, and entrepreneurship, this episode offers an inside look at how Suna is changing the way brands approach creative content—from cost to quality, and everything in between. **What’s Inside This Episode** We brought on Liz to share not just the Suna story, but the actionable lessons and behind-the-scenes moments that come with growing a business at the intersection of creativity and technology. Whether you’re building your own direct-to-consumer brand, running creative campaigns at scale, or just curious about what it takes to operate in fast-evolving industries, there are insights here for you. **Here are 5 keys you’ll walk away with after listening:** 1. **The Power of Purpose-Driven Entrepreneurship** Liz takes us through her personal journey from a childhood in her grandfather’s tourism business, to her years as a television editor, and finally to launching Suna. She discusses how growing up surrounded by small business left her craving meaningful work—and why finding purpose is essential for lasting entrepreneurial stamina. You'll hear how Suna’s mission, rooted in actually caring about the work, has helped propel their rapid growth. 2. **Creative Backgrounds Lead to Innovative Business Models** Liz’s original dream was to become Barbara Walters, but her expertise lies on the creative and technical side of video and content production. Drawing on experience at networks like CNN, BBC, and PBS, Liz shows how a creative perspective can be crucial in developing solutions that disrupt the status quo. With the shift from YouTube and Vimeo being the only video platforms back in 2013, to today’s multimedia pipeline, you’ll learn how creative skills can be harnessed to solve tangible business problems. 3. **Building Scalable Solutions in a Fragmented Market** The episode unpacks how Suna built a platform capable of producing millions of assets quickly and affordably. Liz reveals that the key to Suna’s success was being “ruthlessly stubborn” about the destination (high-quality, affordable photos at scale) while remaining flexible about the path. You’ll get tactical advice for turning a vision into an actionable product—like starting with an email list, running focused beta programs for early feedback, and doubling down on what works. 4. **The Three Pillars: Quality, Affordability, and Fun** One standout moment is Liz explaining how Suna focused relentlessly on three priorities: delivering top-notch quality, maintaining affordability (custom photos cheaper than stock!), and ensuring the whole process is actually enjoyable. Liz shares how bringing a lively, human touch to a B2B platform distinguishes Suna in a space typically renowned for being dry and transactional. 5. **Why Consistency—and Community—Are Non-Negotiable** From the early days in Techstars to now serving 15,000 merchants and producing millions of assets, Liz details how Suna has created repeatable systems, invested in community, and used growth hacks like free headshot days to acquire customers. She and the hosts discuss how a company should serve as a community for creators, clients, and talent—building loyalty and long-term engagement. **A Fun Fact From the Episode** Did you know Suna has not just an extensive prop library but also a professional services directory of 1,700+ members—including hand models, food stylists, and even dog, cat, rabbit, and turtle models? At one point, Liz described what it’s like to “fire” an aggressive dog from a shoot—proving that behind the sleek production is a lot of real-life trial, error, and a bit of chaos! **Why You Need to Press Play** If you’ve ever found yourself stuck on how to manage photoshoots, juggle content needs for multiple SKUs, or wondered how AI and creativity will intersect in the future, Liz shares practical wisdom and hard-won lessons. From growth stories to honest failures (like how SMS B2B marketing totally flopped for Suna), you’ll hear the candid realities of building a modern creative engine. **Actionable Next Steps:** - Tune in to this episode to learn why the easiest way to scale creative is to blend technology with a true creative heartbeat. - Reflect on your own workflows—are you maximizing the intersection between quality, affordability, and joy in your business? - Think about your brand’s unique needs. Are you still building photo shoots with spreadsheets and Pinterest boards, or is it time to streamline? **Connect & Learn More** Ready to see what Suna is about? Check out Suna at suna.co or follow Liz on LinkedIn, Twitter, TikTok, or YouTube, where she shares real advice for creative operators. Don’t forget to subscribe to DTC POD on your favorite podcast platform for your weekly dose of founder stories and actionable insights. To growth, creativity, and more fun in business, The DTC POD Team P.S. As Liz puts it—never underestimate the power of having fun with your customers and your team. It’s the hidden ingredient in every successful B2B experience. Listen now! [Listen to the Full Episode] (insert link)

1️⃣ One Sentence Summary
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Suna CEO Liz Giorgi talks scaling creativity in e-commerce.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps
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Liz Giorgi 00:01:35 00:04:29

The Power of Visuals in Ecommerce: "There's not a single thing that we buy on the internet that doesn't have a photo. The photo is the most important part of the purchase making decision. It's the thing that makes you emotionally go, yes, I want that, or no, I don't want that."

Liz Giorgi 00:05:54 00:07:45

The Power of Entrepreneurship: "Starting a business and being part of a business, it gives a lot of purpose and meaning to life. It's like a reason for waking up in the morning."

Liz Giorgi 00:09:57 00:12:19

The Future of Affordable Custom Photos: "And we realized very quickly through talking about that that the only path to solving that was going to be technology, that we were going to have to use technology to cut out a lot of the waste...and create sort of a consistent workflow that made it possible for us to do this at scale."

Liz Giorgi 00:15:46 00:20:45

The Value of Customer Experience: "The kind of black box nature of most marketplaces, I think, is oftentimes a detriment to the experience because brands get excited about creating content, then they order the content, but they aren't part of the process. They don't get to experience the process."

Liz Giorgi 00:21:30 00:24:05

Growth Hacking Strategy for a Pandemic World: "That was a growth hacking strategy because think about this, in B two B, everybody needs a headshot. There are so few delightful experiences that happen in your B two B life. So to have kind of this like, oh, I had this great experience. I got to pick a ridiculous color backdrop. I got to interact with the photographer, whatever people would post about it on LinkedIn a lot. And so that was a huge growth hacking strategy. The Pandemic definitely gave us some wind at our backs."

Liz Giorgi 00:24:27 00:26:43

The Challenges of Innovation: "That's kind of why I say my philosophy has always been about this sort of like, be stubborn about the destination, but be flexible about how you get there because you don't know what's going to work always."

Liz Giorgi 00:27:40 00:31:32

Streamlining the Creative Process: "We've taken this process that was taking brands two to three weeks and lots of money and turned it into seven clicks. And I think that's what that time savings like."

Liz Giorgi 00:32:42 00:34:24

Scaling creativity is almost just as hard as doing initial creativity: "And we work with a lot of those big brands, right? Because scaling creativity is almost just as hard as doing initial creativity."

Liz Giorgi 00:35:18 00:38:15

The Growing Importance of User-Generated Content in Ecommerce: "I had gotten to know Ramon a little bit, but once we spent some serious time together, I spent time with Ramon and Zach and realized, why on earth would I try to build this? They've already done it. They've already done an exceptional job. They've already thought through the problems. They've already seen the problems firsthand, and they've already seen what success looks like."

Liz Giorgi 00:43:35 00:46:40

The Future of AI in Creative Industries: "Brands don't want to all look the same, brands don't all want to sound the same. And there's going to be a lot of places where AI is just going to create a lot of the same."

🔑 7 Key Themes
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1. Ecommerce content creation and distribution 2. Importance of partnerships and collaborations 3. Scaling creativity and professional services 4. The role of AI in creative content 5. Value of storytelling and unique brand identity 6. The journey of entrepreneurship and learning from mistakes 7. Growth strategies and customer engagement tactics

💬 Keywords
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Santa, ecommerce platform, agnostic, brands, selling, marketing, shopping, Internet, podcasts, content, user-generated content, reviews, environment features, travel vlogs, UGC, partnership, leaders, Ramon, Zach, expansion, optimism, time, big brands, scaling creativity, integration layer, technology, product catalog, virtual photo shoots, professional services, AI, unique identity, stock content, human involvement, control, personal, authentic, co-founder, CEO, Suna, video ad content, creator, television editor, production company, YouTube, Vimeo, Facebook, Instagram, high-quality photos, Ecommerce, shooting, merchants, grandfather, business, canoe outfitter, northern Minnesota, Boundary Waters Canoe area, purpose, entrepreneurship, ideas, strategies, demo stores, SMS marketing, network, dog, cat models, aggressive dogs, stubborn, mental health, Techstars, browser-based experience, trust, email list, beta launch, orders, pandemic, remote participation, special period, headshots, growth hacking strategy, LinkedIn, Instagram, email marketing, Ecommerce platforms, Canva, investment, Instagram account, affordability, technology, waste, workflow, thought partner, success, live streaming, compression, curiosity, determination, value, platform, product launches, Amazon, Shopify, backgrounds, props, models, directory, professional models, stylists, planning, production facility, virtual shoot, shoppable assets, professionalize, affordable price, shorter timeframe.

Interview Breakdown
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On today’s episode of DTC POD, Liz Giorgi, co-founder and CEO of Suna, shares her journey from television editor to entrepreneur, and how she built a platform that’s shot over 5 million ecommerce assets for 15,000+ brands. Liz dives into the evolution of creative production for ecommerce, what inspired her to create Suna, and her philosophy behind building communities, scaling content, and the future of creativity in a world obsessed with AI. Today, we’ll cover: - How Liz’s creative and entrepreneurial background led to the launch of Suna - The most important values behind Suna’s success: quality, affordability, and fun - Essential steps and lessons in launching and scaling a creative marketplace - Strategies that helped Suna grow (and a few that didn’t) - The future of ecommerce content: where authenticity stands out against AI-generated creative

DTC Pod Linkedin
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@Liz Giorgi, co-founder & CEO of @Soona, joins @blaine and @ramon on this week’s episode of DTC POD! Liz shares her journey from television editor to creative entrepreneur, building Suna into a platform that’s delivered over 5 million e-commerce assets and serves 15,000+ merchants — all by making professional photos and video accessible, fast, and fun. We discuss how Liz’s background in broadcasting led to solving the toughest part of online selling (great product photography), the power of mission-driven business, and lessons from scaling a creative marketplace from zero to thousands of brands. Plus: Suna’s acquisition of @Trend and what the future of content creation looks like with AI and UGC. Full episode here: [Spotify Link] #dtcpod #ecommerce #entrepreneurship #contentcreation #ugc #brandphotography #marketplaces #founderstories

📚 Timestamped overview
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01:35 CEO of Suna created video production company

05:54 Entrepreneurship gives purpose and meaning in life.

09:57 Keen question on making photos affordable. Technology needed.

14:18 Having a destination, values, and curiosity unlocks progress and success in projects and businesses like Suna. It involves building a network of creators and customers.

15:46 Long approach to Tech SARS, developed novel technology, gained beta sign-ups, launched virtual photo shoot platform, pandemic accelerated business.

21:30 Remote headshots grew with pandemic, Instagram boosted.

24:27 Many failed attempts in business, remain adaptable.

27:40 Platform streamlines photo and video content creation.

32:42 Integrated technology scales creativity for big brands.

35:18 Santa is ecommerce platform agnostic, partnering with leaders in UGC.

38:15 Brands need omnichannel content for success.

43:35 AI can support creativity, not replace it.

49:11 AI is artificial, people want authentic. Connection with content, storytelling, performance is deeply human. Human contributions are important to culture. Don't want a universe run by computers.

51:53 Learn more about Suna and Trend at Suna co trend. Follow Soona Studios on all platforms.

💼 LinkedIN - 6 Reasons Post
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Marketplace businesses are WAY harder to build than most founders think. Here are 6 hard truths about why launching a marketplace like Suna isn’t just “match supply and demand”—and what makes it a wild ride for operators and founders alike: 1. You have to build TWO businesses at once. Marketplaces are a “two-sided problem”—not only do you need buyers (brands), but you need sellers (creators, photographers, models, etc.). Getting BOTH sides on board (and happy) is exponentially harder than launching a typical SaaS or DTC brand. 2. Early-stage “supply” and “demand” is painstakingly slow & unscalable. You don’t just flip a switch and instantly have hundreds of creators and customers. Suna literally started by doing unscalable things: building an audience via YouTube vlogs, beta lists, and one-on-one outreach. “Fake it till you make it” isn’t a luxury—it’s a requirement just to get off the ground. 3. Trust is fragile and you must handhold EVERYONE early on. Brands don’t want a “black box”: they want to see, direct, and trust the creation process. Suna’s edge? Letting brands virtually attend shoots, interact, and see images in real time. Without that visibility and control, you lose the trust—and the transaction. 4. Consistency is non-negotiable. If you can’t ensure every deliverable meets a high standard (no matter which creator/studio is involved), you’re dead in the water. Suna’s insane focus on quality/affordability/fun (at $39/photo) is what kept people coming back. One bad deliverable destroys trust across the whole network. 5. Every workflow/process is 10X harder to scale. Coordinating props, studios, dozens of models, remote participation, and real-time feedback? All those pieces must work together seamlessly, and software alone won’t save you. Suna built bespoke workflow tech *and* did endless education/handholding to keep both sides happy. 6. If it’s not delightful for BOTH sides, you lose. B2B is infamous for being “boring-to-boring,” but Suna rejected that—making a product that’s genuinely fun for brands and creators. Without delight, all you have is a transactional commodity, and you’ll never win loyalty (or organic growth). TAKEAWAY: Building a marketplace = building TWO companies at once—double the chaos, double the challenge. Early growth is unscalable; get ready for lots of handholding. Trust and visibility are make-or-break—especially in creative industries. Consistency isn’t optional: it’s table stakes. Every operation must scale—and it’s WAY harder than founders think. If your product isn’t fun for both sides, you’re just another boring B2B platform. If you want to play the marketplace game…bring a helmet.

❇️ Key topics and bullets
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- Introduction to Liz Giorgi and her company, Soona - Soona's approach as an ecommerce platform agnostic company - The belief that shopping will become a feature of everything on the Internet, including podcasts - Expanding types of content needed as shopping becomes a feature, including user-generated content, reviews, travel vlogs, etc. - Decision to partner with leaders in user-generated content space instead of adding it to Soona's platform - The importance of who Soona works with and the potential of partnering with Ramon and Zach - Challenges of scaling creativity and working with big brands - The integration layer of Soona's technology and unique features like the product catalog and virtual photo shoots - Scaling professional services and the importance of software for seamless scheduling - The role of AI in the creative process and the need for brands to maintain their unique identity - Concerns about the decline of stock content and the value of storytelling-oriented and brand-oriented content - The importance of human involvement and control in the creative process - Being brave in choices and preferring a personal and authentic approach to work - Liz Giorgi's background as a creator and starting Suna - Suna's focus on creating high-quality photos for ecommerce - Suna's achievements in shooting millions of ecommerce assets and working with thousands of merchants - The speaker's personal connection to business through their grandfather's canoe outfitter - The journey of entrepreneurship and the importance of purpose and meaning in work - The speaker's experiences with failed ideas and challenges, including demo stores, SMS marketing, and dog and cat models - The importance of being stubborn about the destination but flexible about the approach - Emphasis on maintaining good mental health and learning from mistakes - Joining Techstars and developing unique technology for browser-based photo experiences - Building an email list and sharing the Techstars experience on YouTube - Beta launch and gathering feedback to improve the product - The impact of the pandemic on remote participation in virtual photo shoots - Successful period for Suna and growth in headshot photography - Growth hacking strategy of providing a unique and delightful experience for clients - Focus on email marketing, cultivating the list, and providing helpful guidance - Integration with ecommerce platforms and investment in building a strong Instagram presence - Making photos affordable compared to stock photos and the role of technology in streamlining workflow - The importance of finding a thought partner and curiosity in delivering value - Soona's platform for planning and executing photo shoots for product launches - Customization options for backgrounds, props, and models - Simplifying the process of planning a photo shoot with just seven clicks - Virtual photo shoots with live views and feedback from brands - The final assets becoming shoppable on Soona's platform - Soona's ability to professionalize businesses at an affordable price and in a shorter timeframe.

🎬 Reel script
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[Upbeat music playing] Hey there, entrepreneur business rockstars! 👋 Are you ready for some game-changing insights from our latest podcast episode on DTC POD? 🎙️ Well, get ready, because we've got Liz Giorgi, the co-founder and CEO of Suna, spilling the beans on all things e-commerce content creation and more! 🚀 Here's the lowdown in 45 seconds: Santa, the company Liz founded, is all about creating content for brands wherever they want to sell and market their products. With Santa's integration layer technology, brands can easily order high-quality images and product catalogs for their inventory. 📸✨ But here's the kicker: Liz believes in the power of human creativity and not relying solely on AI-generated content. It's all about showcasing your brand's unique identity! 💡 Oh, and did we mention that Santa's virtual photo shoots during the pandemic were a massive hit? Remote participation, unique backdrops, and engaging with followers on Instagram—talk about taking the photography game to the next level! 📷💥 Are you tired of wasting time and money on stock photos? Suna's got you covered! With just a few clicks, you can plan and execute personalized photo shoots that professionalize your business and won't break the bank. 🌟💰 So, if you're ready to level up your e-commerce content game and make a lasting impact, grab your headphones and listen to Liz's incredible insights on DTC POD! 🎧💪 [End with DTC POD logo and tagline] Remember, folks—creativity, personalization, and a touch of human magic are the keys to success in the ever-evolving world of e-commerce. Let's make waves together! 💫🌊 #DTCPod #Suna #Ecommerce #ContentCreation #Entrepreneurs #BusinessInspo

✏️ Custom Newsletter
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Subject: 🎧 New Episode Alert! Learn How to Scale Creativity and Simplify Ecommerce Photo Shoots 📸 Hey there, podcast fans! We're back with another exciting episode of DTC POD, and this time, we have a guest who will blow your mind with their insights on scaling creativity and simplifying ecommerce photo shoots. In this episode, we had the pleasure of chatting with Liz Giorgi, the CEO of Soona, an incredible company that's revolutionizing the way brands create high-quality photos and videos for their online stores. Let's dive right in! 🎙️ Episode: Liz Giorgi from Soona 🔑 Key Takeaways: 1️⃣ Why it's crucial for brands to expand their content creation for wherever they sell and market their products. 2️⃣ The future of shopping becoming a feature of everything on the Internet, including podcasts. 3️⃣ The power and potential of user-generated content (UGC) in enhancing brand storytelling and engagement. 4️⃣ The integration layer of Soona's technology that simplifies ecommerce photo shoots and allows for seamless collaboration. 5️⃣ Balancing the role of AI in content creation while maintaining authenticity and uniqueness in brand identity. 🌟 Fun Fact from the Episode: Did you know that Soona's CEO, Liz Giorgi, worked as a television editor for seven years before venturing into the entrepreneurial world? Talk about a background in storytelling and content creation! 🎧 Round up and Outro: As we wrap up this episode, Liz Giorgi shares her journey as an entrepreneur, the challenges she faced along the way, and her unwavering determination to provide a delightful experience for her clients. There's so much to learn from her insights and experiences, making this episode a must-listen for anyone interested in ecommerce, content creation, and scaling creativity. 📢 Call to Action: Ready to take your ecommerce content creation to new heights? Check out Soona's platform and discover how they can simplify your photo shoots, provide unmatched quality, and help you professionalize your business affordably and efficiently. Don't miss out on this opportunity to revolutionize the way you create content! 🎧 Listen to the episode now on your favorite podcast platform, or simply click here: [INSERT EPISODE LINK] And remember to subscribe to DTC POD for more captivating conversations with industry experts and innovative entrepreneurs who are shaping the direct-to-consumer landscape. That's a wrap for this episode! Stay tuned for more exciting content coming your way soon. Keep rocking, Blaine and Ramon Hosts of DTC POD

🐦 Business Lesson Tweet Thread
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🔥THREAD: Essential Best Practices for DTC Brand Operators!🔥 1/ 💥Hook: Building a DTC brand? Here are some killer tips based on the insights shared by Liz Giorgi from Soona on our latest #DTCPod episode!💪💼 2/ 📢 Operate Agnostically: Don't tie yourself to a single ecommerce platform. Stay agile, adaptable, and ready to conquer any platform your customers love!💥 3/ 🌐 Expand Your Content Universe: Shopping will soon be EVERYWHERE online, even in podcasts! So, consider user-generated content, reviews, vlogs, and more to connect with your audience on different platforms. 🌟 4/ 💡 Collaborate to Scale Creativity: Don't underestimate the value of working with other talented entrepreneurs. Partnering up, like Soona did, expands your creative reach and amplifies your success! ✨ 5/ 🔌 Embrace the Integration Layer: Make the most of technology! Build an ecosystem that integrates seamlessly with your brand's infrastructure to offer unique features and experiences. 💻 6/ 📚 Leverage the Power of Product Catalogs: Streamline the process of adding missing content to your inventory by ordering professional images for every item. Efficient AND visually delightful! 📸 7/ 🌟 Intelligent Scheduling is Key: Scalability means intelligently organizing schedules and efficiently managing different models for each image. Work smarter, not harder! ⏰ 8/ 🚫 AI Can't Do it All: Embrace AI as an incredible tool to support and enhance creativity, but don't rely on it to generate your entire brand identity. Be unique, authentic, and maintain human control! 🤖❤️ 9/ 🛍️ Storytelling Content Stands Out: While stock content declines, high-quality, brand-oriented content will captivate and engage audiences. Your story is what sets you apart! 📚🎥 10/ 💪 Empower Your Decision-Making: Founders, be brave! Reject a world where creativity is driven solely by AI. Trust your instincts, follow your vision, and create a personal and authentic brand experience! 🦾✨ 11/ 🔑 Purpose Over Profits: Find a sense of meaning and purpose in your entrepreneurial journey. Like Liz Giorgi from Soona, stay focused, resilient, and passionate about the purpose behind your brand! 💼🌟 12/ 🏞️ Bonus Tip: Remember the importance of nature and family! Just like Liz's inspiration from her grandfather's canoe outfitter in Minnesota, stay humble, grounded, and fuel your entrepreneurial fire! 🌲⛺️✨ 🙌 There you have it, rockstar DTC operators! Incorporate these best practices, keep hustling, and watch your brand thrive!💥💼 #EntrepreneurLife #DTCPodcast

🎓 Lessons Learned
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Sure! Here are 10 key lessons from the episode, each with a 5-word max title and a concise description: 1. **Embrace Your Creative Background** - Leaning into past creative experiences can help build innovative businesses and products in unexpected ways. 2. **Purpose Fuels Entrepreneurial Drive** - Searching for meaning and passion in work is a strong motivator for starting and sustaining a business. 3. **Learn from Family Legacy** - Early exposure to family entrepreneurship can shape your leadership style and sense of business community. 4. **Be Stubborn about Impact** - Stay flexible on the ‘how,’ but never compromise on the value you want to deliver customers. 5. **Consistency Builds Customer Trust** - Delivering quality, affordable, and enjoyable experiences ensures customers know what to expect every time. 6. **Content Creation Must Be Scalable** - Harness technology to streamline creation, making professional product photos and videos accessible for all brands. 7. **Unscalable Work Grows Early Community** - Founder-led outreach, weekly content, and hands-on beta testing are vital for gaining trust and early traction. 8. **Feedback Drives Product Improvements** - Ongoing dialogue with users reveals what features or pricing will actually delight and retain customers. 9. **Good Ideas Require Experimentation** - Not every new growth tactic or feature will work—learn quickly, move on, and keep iterating. 10. **Human Creativity Beats AI Alone** - Technology can support, but genuine, meaningful branding comes from humans engaging in creative direction.

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Absolutely! Drawing from the insights and lived experience shared in this DTC POD episode with Liz Giorgi from Suna, here’s a list of practical maxims to live and work by: 1. **Build on Your Roots:** Recognize where your strengths and passions come from—family, mentors, or early experiences can deeply influence your purpose and drive. 2. **Pursue Meaningful Work:** Seek out endeavors that make you proud to wake up in the morning; don’t settle for spending your energy on things you don’t care about. 3. **Let Curiosity Guide You:** Embrace not knowing everything. Be endlessly curious and willing to ask questions, as curiosity is often the engine behind innovation. 4. **Be Stubborn About the Destination, Flexible About the Path:** Stay committed to your vision, but remain open to changing tactics and approaches along the way. 5. **Start By Solving Real Problems:** Identify a fundamental problem (like the need for affordable product photography) and build your business around bringing real value to people who face it. 6. **Create With Quality, Affordability, and Fun:** Set clear non-negotiables for your work or business, and let them guide your decisions. Don’t be afraid to add humanity and delight, even in “boring” industries. 7. **Test and Learn Relentlessly:** Try lots of things—even if they fail, treat them as valuable experiments rather than mistakes. Double down on what works, learn from what doesn’t, and move on quickly. 8. **Value Community & Human Connection:** Businesses, at their core, are ways to build community—among employees, customers, and even collaborators. Treasure and nurture those relationships. 9. **Stay Close to Your Customers:** Engage directly with the people you serve—ask for feedback, invite them into your process, and let them help shape the future of your product or business. 10. **Invest in Effort, Not Just Scale:** You can use technology to scale and streamline, but don’t lose sight of the human element. Sometimes, the “unscalable” things—like thoughtful communication—matter most. 11. **Play the Long Game:** Success takes time. Don’t get discouraged if things start slowly or if growth comes in waves. 12. **Celebrate Authenticity Over Perfection:** The market values authentic, human-driven content and connections. Avoid the trap of making everything generic or “AI-generated.” 13. **Adapt, Don’t Panic:** When crisis hits (like a global pandemic), look for the opportunities hidden in the challenge. Resilience and adaptability are key. 14. **Make Things Easier for Others:** People gravitate to solutions that remove friction and save them time. If you can create a true “easy button” for something hard, you’re on to something big. 15. **Know What You Don’t Know:** Be honest about your own limits and gaps—find smart partners, advisors, or acquisitions to fill them rather than trying to do it all yourself. 16. **Cherish the Human Touch:** Technology is powerful, but never underestimate the value of human creativity, input, and storytelling. The best results often come from a blend of tech and humanity. 17. **Don’t Lose Your Sense of Fun:** Even B2B can be joyful. Inject fun and personality where you can—it makes a difference in how people experience your brand and your leadership. 18. **Understand the Nuance:** Not all “creative” is the same—photography, video, UGC, and influencer content all have different systems and value. Don’t treat everything as interchangeable. 19. **Share the Journey:** As a founder or leader, be visible and vocal about your process and lessons. Storytelling is a powerful way to build trust and rally support. 20. **Hold Space for Purpose and Legacy:** Build something that outlives you, something people remember and find meaningful. These maxims aren’t just business advice—they’re thoughtful principles for meaningful, creative, and resilient living.

🌟 3 Fun Facts
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Here are 3 fun facts from this DTC POD episode with Liz Giorgi from Soona: 1. Liz Giorgi originally wanted to be Barbara Walters, but quickly realized she preferred working behind the camera in creative, technical roles. 2. The idea for Soona was inspired by wanting to make custom product photos as affordable as stock photos—striving for $39 per photo. 3. Soona once had to "fire" a dog model from their platform because it was too aggressive during a shoot!

📓 Blog Post
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**Title:** From Broadcast Editing to Ecom Photo Powerhouse: Lessons from Liz Giorgi, Cofounder and CEO of Suna **Subheader:** How a creative journey and a deep sense of purpose are reshaping the future of ecommerce content creation—plus, what brands can learn from Suna’s mission-driven approach. --- ### The Creative Roots Behind Suna In the latest episode of DTC POD, Liz Giorgi shares her path from aspiring broadcast journalist to becoming the CEO and cofounder of Suna, a leading ecommerce content creation platform. Though she planned to follow in the footsteps of icons like Barbara Walters, Liz discovered early that her passion lay behind the scenes, crafting stories through technical and creative production roles. Her seven-year career as a television editor—cutting for giants like Big Ten Network, CNN, BBC, and PBS—gave her firsthand insight into the mechanics of persuasive media. Around 2013, as the web began to shift toward video, Liz noticed something pivotal. YouTube and Vimeo were, at the time, the dominant platforms for online video, and the demand for compelling video ads was exploding. However, creating those ads was an expensive, labor-intensive process. Recognizing this, Liz launched a production company that specialized in digital video content. This venture would eventually fuel her entrepreneurial journey and set the stage for Suna. --- ### Purpose & Entrepreneurship: A Family Legacy Where did Liz’s entrepreneurial drive come from? It turns out, her inspiration was rooted in family. Growing up, Liz was a “shop kid” in her grandfather’s canoe outfitter business in the pristine Boundary Waters of northern Minnesota. Witnessing firsthand the impact and sense of purpose that her grandfather’s business brought to both employees and customers instilled in her a hunger to craft something meaningful. As Liz describes, a true business brings people together and builds community, whether it’s fellow employees, customers, or a broader ecosystem. Ten years into her entrepreneurial career, Liz says she’s never longed for purpose: “Entrepreneurship really gives you that sense of purpose.” --- ### The Origin Story of Suna—and Its Competitive Edge After selling her first agency in 2019, Liz launched Suna with her cofounder, Haley, determined to tackle an essential ecommerce problem: beautiful product photography and video, accessible at scale and an affordable price. Suna’s north star was crystal clear—quality, affordability, and fun. - **Quality:** A $39 photo isn’t valuable unless the quality actually delights clients. - **Affordability:** The price point had to empower brands, not break them. - **Fun:** Even in the often-stuffy world of B2B marketing, a delightful experience matters. By automating and streamlining photo shoot prep and production—turning what once took weeks into “seven clicks”—Suna makes high-quality creative assets accessible not just for big brands, but for new entrepreneurs as well. --- ### Building a Marketplace: Brand, Community, and Growth Hacks Launching a creative services marketplace is notoriously tricky. Early on, Suna relied on content-driven marketing, documenting the team’s Techstars accelerator journey on YouTube week by week. This transparency and storytelling paid off: 2,000 brands signed up for Suna’s beta. From there, Suna harnessed organic growth strategies—from offering free headshots to encouraging clients to share behind-the-scenes virtual photo shoots on social. These efforts fostered a robust, engaged community while also providing the feedback needed to rapidly iterate and improve the platform. --- ### Serving Brands—From Startup to Scale Whether you’re launching your first product or managing a catalog of thousands of SKUs, Suna’s process is tailored to meet your needs. The platform enables brands to plan, direct, and review shoots virtually, select unique props or professional models, collaborate with teams, and pay only for what they love. For larger brands, integration features make scaling creative up across product lines seamless. --- ### Suna x Trend: The Future of Creative Content Suna’s recent acquisition of Trend highlights the growing importance of user-generated content and creator-driven assets as ecommerce becomes more omnichannel. By blending Trend’s UGC expertise with Suna’s “studio-in-a-box” system, the unified company is positioned to help brands keep up with the ever-accelerating demand for fresh, authentic content across every platform. Liz and her team are committed to staying creative-forward, human-centric, and mission-driven—even as AI and automation reshape the industry. As Liz says: “We want to be the single place for creating content online,” blending innovation with the irreplaceable art of human creativity. --- **Final Thoughts:** Liz’s journey offers an inspiring roadmap for building a purpose-driven, tech-enabled brand in the creator economy. For founders and marketers alike, the takeaways are clear: Stay true to your purpose, put quality and community first, and don’t be afraid to reinvent how your industry works from the ground up. --- *Follow Liz Giorgi and Suna at @soona studios across all platforms, and visit [soona.co](https://soona.co) to learn more about their offerings for brands of all sizes.*

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Starting an ecommerce brand and overwhelmed by creative production? You’re not alone! Pricing, finding creators, and getting great product shots can be challenging and expensive—especially for small brands. That’s why we’re talking to Liz Giorgi, co-founder and CEO of Suna, all about making high-quality, affordable content accessible. In this episode, you’ll hear how Liz learned to combine creativity and tech, build a business with true purpose, and the three pillars every brand needs for content: quality, affordability, and fun. Plus, what most people get wrong about creative strategy—and how you can do it differently.

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**Best Practices for Building a Creative, Scalable Marketplace (from DTC POD with Liz Giorgi of Suna):** 1. **Start with Mission-Led Values:** Make quality, affordability, and fun core to your offering. Set clear values early and stick to them as your business scales. 2. **Iterate with Curiosity:** Approach problems with curiosity—ask questions, gather feedback, and treat experiments as tests rather than failures. 3. **Leverage Technology for Scale:** Use tech solutions to streamline processes (like planning photo shoots) and deliver consistency across creative output. 4. **Foster Community:** Build relationships with both creators and customers. Early outreach, engaging content, and a sense of community drive organic growth. 5. **Customer Involvement:** Put customers “in the director’s seat”—give them control and real-time feedback in the creative process. 6. **Stay Adaptable:** Be stubborn about your destination, but flexible on the journey. Double down on what works, and quickly let go of what doesn’t. These principles helped Suna create 5 million ecommerce assets for 15,000 merchants.

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**10 Maxims Every Retention Marketer Needs To Know** --- **1. Don’t Chase Just Money** Instead, work backwards from your brand’s mission. Start with purpose—it drives loyalty, not just short-term profit. --- **2. Don’t Overcomplicate Creative** Instead, focus on delivering quality, affordable, and fun content. Keep your creative process streamlined for effectiveness. --- **3. Don’t Ignore Feedback** Instead, ask your customers what they want. Use their guidance to hone your product, pricing, and experience. --- **4. Don’t Force Boring B2B** Instead, show personality! B2B buyers are people—humanize your brand and create memorable, exciting experiences. --- **5. Don’t Micromanage The Process** Instead, trust your systems. Let scalable tech handle repetitive tasks so you can focus on strategy and growth. --- **6. Don’t Fear Failure** Instead, see everything as a test. Learn quickly, then double down on what actually works for your brand. --- **7. Don’t Settle For Stock Content** Instead, invest in content that’s unique to your brand. Authentic creative connects and converts much more than generic stock. --- **8. Don’t Neglect Community** Instead, use your brand to build genuine community. Create touchpoints where customers, employees, and partners feel connected. --- **9. Don’t Limit Channels** Instead, be omnichannel. Meet your customers where they are and tailor creative for each platform. --- **10. Don’t Ignore The ‘Easy Button’** Instead, look for ways to simplify. Use platforms and tools that let you scale high-quality creative without the headaches. ---

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**10 Tips Every Ecommerce Founder Needs to Know** *With Insights from Liz Giorgi, CEO of Suna (DTC POD)* --- **1. Quality Comes First** A $39 photo only matters if it looks good. Set your bar high—always prioritize quality over price. --- **2. Affordable Creativity** Make cost-effective content without sacrificing style. Great creative assets shouldn’t break the bank for your business. --- **3. Make It Fun** B2B doesn’t have to mean boring. Fun experiences connect your customers and team to your brand. --- **4. Ruthless Curiosity** Stay stubborn about your destination, but curious about how you get there. Flexibility breeds breakthrough solutions. --- **5. Process Over Perfection** Treat everything as a test, not a mistake. Learn fast, iterate, and double down on what works. --- **6. Leverage Community** Your business is a way to unite people—customers, employees, or partners—around a shared passion. --- **7. Invest in Content** Consistent, high-quality content is the lifeblood of modern brands. Schedule time weekly to create and share. --- **8. Scale Smartly** Growth means more SKUs and more content. Use efficient systems and smart integrations to keep up. --- **9. Embrace Feedback** Ask customers what they want. Iterate products and services based on real input, not assumptions. --- **10. Be Omni-Channel Ready** Brands need photo, video, and UGC for every platform. Build processes that make it easy to meet audiences wherever they are. --- **Want more expert growth tips?** Follow us for actionable insights from top DTC founders & creative leaders! #DTCpod #EcommerceTips

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1. If your business idea doesn’t give you a sense of purpose, you’re doing it wrong. The best ventures are built on meaning, not just money. 2. Every major purchase online starts with a photo. It’s the emotional “yes” or “no.” Ignore that detail, and your product is invisible. 3. B2B doesn’t have to stand for "boring to boring." Infuse your business with fun—people buy from people, not blue-and-grey templates. 4. Stubborn about the destination, flexible about the route. The outcome matters more than the method, especially when you’re building from scratch. 5. Early stage tip: Not knowing your first customers is a good sign. If you get strangers buying before friends and family, you’re solving a real problem. 6. Building a creative marketplace isn’t about the tech—it’s the relentless pursuit of quality, affordability, and a damn good experience. 7. Failures aren’t really failures—they’re experiments. Move on quickly, double down on what works, and don’t let botched ideas drain your energy. 8. You can’t scale creativity if you manage everything in spreadsheets and emails. Find ways to make complex workflows simple. That’s where the magic happens. 9. The best growth hacks meet people where they need help—like free headshots for professionals stuck at home. Simple, creative offerings go viral for a reason. 10. AI can churn out infinite content, but it can’t replace the human urge for authenticity, direction, and creative control. Don’t trade personality for shortcuts.

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This 1 growth hack helped Suna reach thousands of potential customers—fast. Weekly YouTube updates during Techstars They built an email list of 2,000 brands *before* even launching their beta!

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If you’re a founder or creative professional building a brand in today’s fast-paced Ecommerce environment, here are three mindset shifts inspired by Liz Giorgi’s journey on DTC POD that can help you break through barriers: 💭 Shift your focus from perfection to progress. Instead of getting hung up on having the perfect plan or knowing all the answers before you start, embrace curiosity and experimentation. As Liz points out, “One of the most important qualities to have as an entrepreneur is just curiosity and not getting overly attached to how something happens, but being ruthlessly stubborn about what’s going to happen at the end.” (You don’t have to do it perfectly—just get started and adjust as you learn.) 💭 See failure as a test, not a mistake. Trying new things in business means you’ll inevitably experience some failures, but Liz reframes this: “I try not to think of things as mistakes. I try to think of them as tests that either went right or went wrong and lean into the ones that went right and let the ones that… went wrong go in the rearview mirror.” This shift can free you up to take more risks and iterate faster. 💭 Treat community-building as core to your business, not just a bonus. Liz shares how entrepreneurship gave her a sense of legacy and connection, saying, “A company is really just a way that you build a community around something…whether that’s the community of your customers or the community of your employees.” When you approach your business as a means to create real relationships, you bring meaning and energy to your work—one of the most sustainable drivers there is. Looking for more practical insights on building a brand, creative business, or marketplace? Listen to the full episode of DTC POD to hear how Liz approaches everything from tech to team-building—and discover even more shifts that can set you up for success.

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If you’re looking for ways to uplevel your business—especially in creative, content-driven, or marketplace spaces—here are five non-obvious, actionable strategies inspired by Liz Giorgi (Soona) on DTC Pod: 🛠️ Test More Than You Expect—And Expect Most Will Flop Liz shares openly about trying growth hacks and product features (like demo stores and SMS marketing) that totally bombed. But she never viewed these as mistakes—just tests. Shift your mindset: treat every initiative as an experiment rather than a guaranteed win. The key isn’t protecting your ego or only doing what you know will work—it's about running enough experiments so the winners reveal themselves. If you're not regularly killing off ideas, you're not innovating enough. 🛠️ Ruthlessly Focus on the Customer’s End Value—Stay Flexible on the “How” Liz and her co-founder were always stubborn about the destination ($39 photos at high quality), but completely open to how they’d get there, letting feedback and technical partners shape the path. Hold your core promise to customers as sacred, but treat your operational approach as changing clay. Build flexibility into your execution so you can take advantage of new tech, pivots, or partnerships as they arise. 🛠️ Make Consistency* Your Competitive Weapon One of Soona’s value props is simple: affordable, high-quality photos, delivered consistently and fast. But the parallel Liz draws? It’s Starbucks—not the “best” coffee, but the same reliable experience every time. Whatever your industry, design your offerings so customers know *exactly* what to expect, every single interaction. This type of reliability builds loyalty and reduces buyer hesitation. 🛠️ Build Micro-Communities Inside Your Customer Base Don’t just serve your customers—connect them. Whether it’s letting brands direct photo shoots virtually, building a directory of talent (including the infamous dog/cat/rabbit models!), or simply cultivating people who love what you do, treat your business as an ecosystem that can spawn real relationships that ripple outward. The more you empower customers to participate or share their journey, the more organic growth you get. 🛠️ Share the Building Process—Not Just the Finished Product During early days, Liz and Haley started a weekly YouTube channel sharing their Techstars progress, even before having a product. People are fascinated by the founder journey and want to feel part of something in motion. Even if your audience is small, public “building in the open” generates inbound interest, signals progress, and attracts customers excited to root for your success. Experiment with one or two of these and watch for shifts in connection, loyalty, and the value your business delivers. These aren’t just hacks—they’re frameworks for sustainable growth.

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Overrated: Cold outreach & spray-and-pray content. Most early-stage founders drop $$$ on ads or blast DMs, hoping to get those first 100 customers or creators. Underrated: Building in public + killer beta launch. Here’s the exact strategy Suna used to onboard their first 2,000+ beta sign-ups WITHOUT fat marketing spend: Build In Public Suna’s founders started a weekly YouTube channel, documenting every little win and fail during Techstars. Why did this work? - Founders are magnetic. People love the behind-the-scenes, messy, “this might fail” journey. - Created real audience intent (not just eyeballs). Beta Waitlist Fuel - Announced the beta at the end of 13 weeks. - 2,000 brands signed up for access — not randoms, but qualified prospects following the journey. - No Code Red “blast this to everyone I’ve ever met” energy. Perfect-Your-Early-Ask - Beta opened with clear, scarce offer: “We’re doing $100 content shoots for 200 brands.” - Immediate proof: In the first three orders, founders didn’t know the buyers—organic demand hit. Feedback Flywheel - Beta group = your first customers + your R&D team. - Ask every customer: What do you want? What sucks? What’s missing? - Let THEM shape your pricing, feature set, and positioning. Content, Always - Even after beta: weekly content creation (LinkedIn, YouTube, TikTok). The channel matters less than consistency. Share founder lessons. Share fails, not just wins. It compounds. Fun+Quality+Affordability - Suna made B2B feel energized (not “boring-to-boring”). - Product photos had to LOOK GOOD ($39 only matters if you love the image). - Never compromise core values just to scale quickly. Growth Hacks That WORK - Free headshots during the pandemic—everyone needed a LinkedIn refresh and you got B2B buzz. - Encourage brands to post their virtual photoshoots online (free, viral UGC). - Obsess over your email list—a loyal audience that actually opens. Burnout-Proof Your Progess - Do “unscalable” things at the start—founder time, custom asks, silly experiments. - Test new ideas fast, but let go of duds without ego (“failed fast” on SMS, demo stores, and—yes—hostile dog models). If you’re stuck on audience or early demand… Don’t “growth hack” your way out—document, invite, and listen first. It’s less expensive, more fun, and builds lifelong fans who’ll buy again and again. Proof: Suna shot 5 million e-commerce assets in 4 years, built a 130k+ strong IG following, and grew from 0 to 15,000+ merchants. Classic founder move? When in doubt, hit record and ship it. If you want to see the playbook in action, search “Suna Studios” anywhere — or just DM Liz Giorgi your favorite AI-generated headshot (she’ll have thoughts).

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Idea #1: Building Community Through Business Use your business as a platform to create and nurture genuine communities around your brand by: 1. Drawing from Personal Legacy: Liz Giorgi shares how her entrepreneurial inspiration came from her grandfather’s outfitting business, which was more than just a shop—it was a community hub that meaningfully impacted people's lives. She notes, “I have met so many people who’ve worked for my grandfather, who went on a trip with my grandfather’s company, and they remember him, they remember everything that he did for them” (transcript reference). 2. Fostering Connections Among Customers and Creators: Liz emphasizes that a company is “a way that you build a community around something, whether that’s the community of your customers or the community of your employees… or a community of people who want to model and share themselves and share their experiences with the world.” By intentionally creating a space for collaboration, her business brings together not just buyers and sellers, but also a diverse network of creative contributors. 3. Prioritizing Shared Purpose and Meaning: Liz constantly returns to the idea that “starting a business and being part of a business gives a lot of purpose and meaning to life.” This sense of shared purpose is at the heart of the community building process—when team members and users feel invested in the same mission, it solidifies the bond within the business's ecosystem. By positioning community-building at the core, businesses can foster loyalty, shared purpose, and growth that extends beyond transactions.

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Tweet 1: Just listened to Liz Giorgi, CEO of @soona, on DTC POD and OMG—her approach to making creative for ecommerce brands is next-level: 🖼 5 million ecommerce assets created 🤝 15,000 merchants served 🚀 Built Suna AND acquired Trend Here’s my #1 takeaway: Why being ruthlessly stubborn about the end goal (but flexible on how you get there) wins in modern entrepreneurship 👇 --- Tweet 2: 1. Be Stubborn About the Outcome, Flexible on the Path Liz’s journey started dead-set on delivering affordable, high-quality creative for brands. $39 pro photos? Sounded crazy until she made it real. She didn’t care if the “how” was agency, tech, or acquisition. What never changed: her mission. --- Tweet 3: 2. Curiosity Eats Expertise for Breakfast Liz didn’t know tech. She didn’t know how to build a SaaS. She just asked a ton of questions, found smart partners, and obsessed over the customer result. Lesson: Curiosity plus mission will outpace domain expertise every time. --- Tweet 4: 3. Consistency Is the Brand Advantage The Suna playbook: Quality, affordability, and fun. No compromise. Every brand, every shoot—doesn’t matter if it’s your first sku or your thousandth. That’s how you become the Starbucks of creative. Customers show up because they know exactly what they’ll get. --- Tweet 5: 4. Your First 100 Customers Won’t Be Scalable (And That’s Fine) Liz built Suna’s early traction by hustling: Techstars videos, content grind, free headshots, beta launches. “Unscalable, stupid things”—her words. But those “non-scalable” moves led to product insights and real brand love. --- Tweet 6: 5. Creative at Scale Isn’t Just for Big Brands Suna went from helping new brands get off the ground to integrating with Shopify, Amazon, Canva—serving the $50k startup and the $100M omnichannel monster. One workflow, endless creative, any size business. --- Tweet 7: 6. Great Founders Build Community, Not Just Companies Legacy matters: Liz saw it firsthand from her grandfather’s Minnesota canoe outfitter days. The magic is in the relationships (employees, partners, customers, even dog and cat models). It’s how you go from selling a service to building an ecosystem. --- Tweet 8: 7. Why AI Won’t Replace Real Creative (Yet) AI can generate content, sure. But brands want control, direction, and authenticity. They want to build real stories around real products. AI’s coming, but human-led creative is still the only way to stand out. --- Tweet 9: 8. If You’re Building Anything—Set Your North Star, Stay Curious, and Don’t Overthink the Route The Suna and Trend story proves it: Know where you’re going, stay customer-obsessed, and let the “how” figure itself out as you grow. That’s the secret formula—straight from one of the best builders in ecommerce creative.

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If I was building a modern creative brand from scratch in 2024, here’s the playbook I’d use (inspired by Liz Giorgi’s story on DTC POD): To win in product-based ecommerce today, you need to crack three things: • Stand out with premium content • Scale your creative without bottlenecks • Actually have fun with your brand So… How do you produce content that’s high quality, affordable, and drives growth—even if you’re small? It comes down to the Creative Content Formula Liz used to scale Suna to 15,000+ merchants and 5 million ecommerce assets. There are 3 pillars: 1. Quality: No one cares if your photo was cheap if it’s bad. (“A $39 photo is only exciting if you like the $39 photo.” – Liz) 2. Affordability: Brands need to create a LOT of assets, often with limited resources. Streamline price and process. 3. Fun/Experience: B2B ≠ Boring to Boring. Make it enjoyable for your customers (and your team). Most founders mess up by over-engineering either quality or price, and ignore the process. Or they think they can do it all with AI or DIY—you can’t scale that way. What works instead? Step 1: Build systems that let you scale creative workflows. - Use tech to eliminate friction in planning, production, and delivery. - Give brands real control (let them “sit in the director’s chair” virtually). - Make the process as easy as clicking a button (Liz: “five minutes to build a shoot of your dreams”). Step 2: Focus on community—not just customers. - Early on, create LOTS of content. (YouTube, LinkedIn, TikTok, newsletters—be everywhere). - Don’t obsess over vanity metrics. Focus on depth of value. - Involve your audience in the process (beta programs, feedback loops). Step 3: Keep testing, but don’t get precious. - Almost every big win came from testing 20 ideas, not one. - Some bets flop (Liz: “nobody wanted B2B SMS or demo stores”), but others go viral (like Suna’s free headshot program). TL;DR: Make content creation feel premium, easy, and actually enjoyable. Empower your customers and lean into authenticity over automation. The real “easy button” for creative is a mix of smart tech, relentless community-building, and a refusal to settle for boring. Your turn—what’s working for you when it comes to scaling content for your brand? Where are you getting stuck? — Full episode with Liz Giorgi goes deep on this: https://lnkd.in/efwD6J9y Want more behind-the-scenes as Suna and Trend join forces? Follow along!

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In 4 years, Suna helped 15,000 merchants create 5 million e-commerce assets—helping brands launch faster, look professional, and win on every omnichannel platform. But there’s a massive gap in how brands tackle creative at scale. If brands adopt a new approach to creative production, they can unlock bigger growth and higher performance—without the pain, cost, or wasted time of legacy systems. BACKGROUND: E-commerce runs on content. Every shopping journey starts with a photo, a video, or a scroll-stopping creative. But creating and scaling that content is still clunky, expensive, and slow for most brands. Old way of doing creative: - Siloed processes and scattered spreadsheets - Weeks of back-and-forth with agencies for a handful of assets - One-size-fits-all imagery that looks like everyone else’s stock content - Lack of creative control for the brand - Painful logistics managing models, props, and locations for every shoot - No workflow to capture data or feedback in real time The future of creative: - Centralized content production: one platform for all product photos, campaign images, UGC, and video needs - Real-time collaboration: brands in the director’s seat, giving live feedback during virtual shoots - Affordable custom content at the speed of your ideas, not agency timelines - Direct integrations with e-commerce platforms (Shopify, Amazon, Canva, BigCommerce) - Professionalized workflows—discovery, booking, and managing models/creators in a few clicks - Data-driven feedback loops to make every shoot easier and more effective At Suna, we’ve seen first-hand how collapsing dozens of manual steps into a structured, tech-powered process doesn’t just un-bottleneck creative—it levels up campaigns, conversion, and results. HOWEVER… Brands are still grinding through the old pain for most creative production. If you want to scale content for hundreds of SKUs or try new channels like TikTok, you hit the same walls—messy logistics, lack of control, unpredictable cost, and slow turnaround. Here are my 6 recommendations to break through and build a future-proof creative operation: 1. **Centralize Creative Planning:** Use a single platform for campaign planning, asset requirements, and shoot logistics—ditch the spreadsheets and manual wrangling. 2. **Integrate Directly with Your E-commerce Stack:** Plug into Shopify, Amazon, BigCommerce, and Canva so you can push, pull, and manage assets in every channel—no messy downloads or manual uploads. 3. **Put Your Team in the “Director’s Seat”:** Leverage tech to offer real-time collaboration—join shoots virtually, pick and favorite assets, and give feedback instantly. 4. **Automate Professional Talent Booking:** Use directories to quickly find and book models, stylists, or even pet talent, so you’re never stuck trying to coordinate talent across emails and DMs. 5. **Prioritize Consistency & Fun in Brand Experience:** Don’t settle for boring B2B. Demand a process that delivers high-quality content, matches your vision, and actually delights your team and customers. 6. **Ruthlessly Test, Learn, and Iterate:** Every growth hack or creative tactic is a test. Double down on what works, but move on quickly from duds—and make space to keep your strategy fresh and adaptive. If e-commerce content is only growing more important, isn’t it time our creative workflows actually caught up? What’s the *one* thing you wish creative production platforms could do for your brand—or the single biggest pain point you’re still struggling with in getting campaign-ready assets out the door? Drop your thoughts below!

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Liz Giorgi is the co-founder and CEO of Suna, an innovative platform streamlining product photography and video production for e-commerce brands. With a creative background in television editing and a deep-rooted entrepreneurial spirit inspired by her grandfather, Liz has built Suna into a powerhouse serving over 15,000 merchants and producing more than five million assets in just four years. In this episode of DTC POD, Liz shares a transparent look at the strategies that powered Suna’s rapid growth. One of her foundational approaches was prioritizing quality, affordability, and fun in every aspect of the customer experience—balancing these values while staying ruthlessly focused on delivering great value at a breakthrough price point. Liz talks about starting with deep curiosity, keeping customers engaged in the creative process, and relentlessly gathering feedback to improve the platform. Early growth came from resourceful tactics like building an email list via a YouTube channel documenting their Techstars journey and executing a viral “free headshots” campaign that delighted users and sparked organic sharing. Liz also breaks down Suna’s method for scaling both content production and its creator network, highlighting the importance of integrating technical solutions into logistics-heavy workflows and meeting brands wherever they sell online. She advocates for being “stubborn about the destination, but flexible about the journey,” trying new initiatives, quickly learning from experiments that don’t work, and shifting focus to what generates real value for customers. The episode wraps with a discussion of Suna’s acquisition of Trend, the evolving omnichannel content landscape, and the future role of AI in creative work.

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Liz Giorgi is the co-founder and CEO of Suna, a platform making high-quality, affordable product photography and creative content accessible to e-commerce brands at scale. With a background in broadcast and TV editing, Liz’s entrepreneurial drive was inspired by her family’s business roots and fueled by her passion for creativity and storytelling. In this episode of DTC Pod, Liz shares the story behind Suna’s growth, from the early days of production agency work to building a tech-enabled marketplace for brand content. She discusses strategies for launching and scaling a creative marketplace, the importance of quality, affordability, and fun in B2B services, and how Suna helps brands get professional photos and videos quickly and efficiently. Liz also touches on the evolution of content needs for e-commerce, lessons learned from experimentation, and her perspective on AI in the creative process.

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1. Ruthlessly prioritize quality, affordability, and fun in your creative output Liz Giorgi’s core framework for Soona’s success boils down to three pillars: quality, affordability, and a sense of fun. A $39 photo only matters if it looks incredible—a cheap but mediocre asset moves the needle for no one. Make sure your content is both delightful and consistently high standard, without breaking your customer's bank. Injecting a sense of fun or personality into what is often a dry, transactional B2B process (think: creative direction, playful props, memorable customer experiences) further differentiates your brand and keeps people coming back—even in crowded categories. 2. Give customers a front-row seat in their content’s creation A key insight from Soona’s growth is letting brand owners step into the director’s chair. By developing real-time, virtual photo shoot experiences, Soona empowers clients to give live feedback and see images as they’re shot—something that’s typically locked behind agency or freelancer workflow. For DTC brands, find ways to bring customers into the creative journey, whether it’s real-time collaboration, interactive previews, or feedback loops. The result? More control for the customer, higher satisfaction, and assets that truly fit their needs. 3. Treat content creation as a scalable system, not a one-off project Whether you’re a startup or a $100M brand, your future depends on an always-on engine for creative. Giorgi’s approach at Soona was shaped by her observation that every item bought online demands top-notch visuals—and there is simply no way to keep up with demand via manual, one-off shoots or piecemeal creator outreach. Build processes, tech integrations, and marketplaces that can handle content needs at scale. Think integrations (with platforms like Shopify or Amazon), large pro networks (models, stylists, creators), and workflow automation. It’s about building an infrastructure that turns product photography and video from time-sucking chaos into an efficient, repeatable business asset.

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1. Make Creativity Consistent, Affordable, and Fun Struggling to create standout content without breaking the bank? Liz Giorgi swears by a simple but powerful formula: focus on quality, affordability, and fun. Here’s how Liz’s approach plays out: - Consistent quality: Even at scale and lower prices, every single asset needs to meet a high bar—because a cheap photo isn’t exciting if it’s not actually good. - Affordability: Set a price point that feels like a no-brainer compared to what’s out there. Suna’s north star was delivering a custom photo for less than a standard stock image. - Fun: Even if you’re selling in the “boring” B2B world, inject some personality and delight into the experience. People want to enjoy the process, not just the result. For DTC brands, this means creating an asset production workflow that’s reliable, budget-friendly, and actually enjoyable for your team and your customers. Take a hard look at your current creative process: Is it consistent? Does it make people smile? If not, brainstorm ways to inject a little more fun and personality while keeping standards high. As you build out your content engine, remember: Sustained success happens when quality, value, and delight all show up together. 2. Get Ruthlessly Curious—and Ruthlessly Stubborn—About the Customer Outcome DTC isn’t a straight line. New challenges pop up constantly (tech headaches, workflow bottlenecks, shifting consumer expectations). Liz’s strategy? Obsess over your desired customer outcome, but stay flexible about how you get there. Her recommendation: - Be endlessly curious. Ask questions, dig into pain points, and don’t get hung up on your first idea of how things "should" work. - Partner with thought leaders and technical experts who can help shape and stress test your vision. - Stay stubborn about your end goal (for Suna, that meant $39 photos that brands actually want), but open to any journey it takes to get there. For your team, this means always listening to customers, running small tests, and iterating quickly. Don’t lock in on tactics—lock in on results. If a process, channel, or growth hack isn’t working, ditch it. Double down on what delivers real value for your customers. 3. Let Customer Feedback and Early Community Drive Your Roadmap When Liz and her co-founder were building Suna, they didn’t start with a perfect tech platform or massive network—instead, they built an early community, shared their journey on YouTube, and invited feedback at every step. How to apply this strategy to your DTC brand: - Start building an audience before your full product launch with behind-the-scenes content, weekly updates, and sneak peeks. - Don’t be precious about who your “beta customers” are—invite lots of feedback, and let your first real orders come from outside your personal network. - After every customer interaction or campaign, ask detailed questions: What did you like? What would make it better? What would get you to share this with a friend? - Use genuine feedback to refine pricing, features, and experience—not just to validate what you already think. By staying close to your early customers and involving them in your process, you’ll create a brand that people actually want to champion. It’s the fastest way to spot product-market fit, build loyalty, and spark the kind of word-of-mouth growth you just can’t buy. Remember: In DTC, your community isn’t just your audience—it’s your research lab, creativity engine, and early sales team all rolled into one.

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The fastest way to kill a brand's growth? Weak creative. On this episode of DTC POD, Liz Giorgi — co-founder & CEO of Suna (5M+ ecom assets created, 15k+ merchants served) — joins Blaine Bolus and Ramon Berrios. We dig into how Liz’s creative + founder journey led her from TV editing to building one of the top platforms for scalable ecommerce content. You’ll learn why photography is the #1 conversion lever for online brands, how Suna scaled a two-week photoshoot process to just seven clicks, what brands get wrong about UGC and content consistency, and how the Suna + Trend acquisition is building the “easy button” for brands that need to scale creative across every channel. Listen to the full episode here: [link] #shopify #dtc #ecommerce

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Liz Giorgi went from editing TV at networks like CNN and PBS to co-founding Suna—a platform that’s already produced over 5 million ecommerce assets for 15,000 brands. After selling her first company in 2019, Liz teamed up with Haley Anderson to make high-quality, affordable product photos as easy to get as stock images. The trick? Bringing creativity, technology, and a little bit of fun to a space most brands found expensive and painful. Suna nailed the process so well that even during the pandemic, brands flocked for their virtual photo shoots and innovative growth hacks like free headshots. And now, with the recent acquisition of UGC platform Trend, Liz is going all-in to make Suna the one-stop shop for every kind of creative a brand needs to scale online. From scrappy TV editor to building the “Canva for content creation,” Liz Giorgi and Suna are setting a new standard for ecommerce brands everywhere.

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You’ve probably seen countless product photos online, but did you know there’s a company behind over 5 million e-commerce images—one you’ve likely never heard of? It’s called Suna, co-founded by Liz Giorgi, who started her journey as a television editor and content creator. Liz saw how crucial great visuals were for online shopping, but also how expensive and slow content creation could be. With her partner Haley, she set out to make professional photos and videos as affordable as $39—yes, less than a stock photo. But here’s the game-changer: Suna puts brands in the director’s seat, letting them join virtual shoots, pick props, even choose their own models—without the headache of spreadsheets and endless planning. Today, over 15,000 brands trust Suna to power their visuals, from scrappy startups to major e-commerce names. Suna proves the fastest way to stand out online is to make the content process fun, affordable, and focused on real customer needs.

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What’s the secret to making ecommerce content at scale—without sacrificing quality, speed, or personality? That’s exactly what we get into on this episode with Liz Giorgi, co-founder and CEO of Suna. Liz started her career aiming to be the next Barbara Walters, then pivoted behind the scenes as a broadcast editor, clocking time at places like CNN, BBC, and PBS before jumping headfirst into entrepreneurship. After selling her first video production company in 2019, she launched Suna with the radical idea that product photos should be just as affordable and easy as stock images—but way better. In this episode, Liz breaks down the evolution of ecommerce content: from the days when a YouTube ad was a $10,000 production to today’s demand for endless, thumb-stopping visuals across every possible channel. She shares how she built Suna’s marketplace from the ground up, why purpose (and a little obsession) fuels her as a founder, and the mindset shifts it takes to turn creative chaos into a streamlined tech company. We also get into the behind-the-scenes tactics—including the headshot hack that went viral—and talk through what works, what completely flopped, and how to keep it fun even when you’re scaling up to serve 15,000 brands and counting. If you geek out over creative systems, startup origin stories, or the future of brand content on the Internet, this is the episode for you. Check it out and let me know what stands out.

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When I started my first business, we didn’t have a massive following. We didn’t have a big email list. We didn’t have a fancy product demo. We didn’t have connections to famous investors. We didn’t have a deck that would get us millions in funding overnight. We didn’t have all the right answers. So, what did we do? We made a YouTube channel. We filmed a video every single week, sharing exactly what we were building. We showed the messy, behind-the-scenes stuff—our progress, our missteps, and our vision. We built an email list from scratch, one subscriber at a time. We invited people to be part of our beta. We listened to every single customer who gave us feedback. We kept showing up, even when nobody was watching. This got us to 2,000 brands interested in our beta. This got us our first customers—real people we’d never met before. This helped us launch Suna as it is today. There’s always some “playbook” advice floating around: “Just launch your product.” “Go viral.” “Content is king.” But here’s what worked for us: extreme focus. Build something simple. Tell your story. Do things that don’t scale. Actually talk to your customers. Iterate fast. It wasn’t flashy. It wasn’t overnight. But it worked. You don’t need everything figured out on day one. Just start. Be relentless. Listen closely. Figure out what’s right for you—and go win.

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00:00 Liz Giorgi’s creative background and entry into entrepreneurship 03:25 Early days of online video, launching a production company 05:18 Inspiration from family and the entrepreneurial drive 07:46 Purpose, meaning, and community in entrepreneurship 09:11 Working backwards from mission; selling agency, founding Suna 09:57 Transitioning from agency to tech—building a scalable company 12:20 Product requirements and the role of curiosity in building Suna 12:55 Suna’s three pillars: quality, affordability, and making it fun 14:18 Defining values and sticking to the company vision 15:46 Marketplace startups: balancing creator supply and customer demand 17:40 Building Suna’s creator network, product development, and Techstars 20:45 Growth hacking during the pandemic: remote headshots and sharing shoots 24:06 Growth strategies that didn’t work, learning from experiments 26:43 Importance of perspective and learning from failed growth tactics 27:40 Customer journey: How brands use Suna to get product creative 32:09 Scaling content for large brands: product catalogs, integration, model directory 34:24 Suna’s acquisition of Trend: rationale and blending high-touch and distributed creative 35:17 Why Trend acquisition made sense for Suna’s omnichannel vision 38:15 Ramon’s perspective: building a destination for all types of brand creative 39:59 Different creative systems: the nuance of influencer, UGC, and product photography 41:04 The “easy button” for creative: vision for a Canva-like solution 42:48 AI and creative direction: what brands truly need 43:35 Why AI is not the whole answer for brand content 46:40 The human touch in creativity and content creation 49:11 The importance of authenticity vs. artificial intelligence 51:01 The future for Suna and Trend together 51:53 Where to find Liz, Suna, and learn more online

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If I had to quickly scale creative assets for a new e-commerce brand (without breaking the bank), here’s the exact strategy I’d use: (This is the system Liz Giorgi, CEO of Suna, uncovered after producing 5 MILLION+ e-comm assets and partnering with 15k+ merchants to make photo and video content accessible, fast, and high quality—no matter your size or budget.) There are 3 things you must nail to get content that actually drives purchase decisions: • Quality (people only care about visuals they WANT to use) • Affordability (a great shot shouldn’t cost more than a “crappy stock photo”) • EXPERIENTIAL process (brands don’t just want assets, they want to be part of the story) Here’s how I’d go about it… 1. Take the pain out of content planning Traditional shoots = weeks of spreadsheets, calls, and stress. Instead, use a platform (like Suna) where shoot planning is a matter of a few clicks—pick your backgrounds, props, models, even pets, all in one flow. What used to take 2-3 weeks? Down to minutes. 2. Create REAL creative, not generic assets It’s about quality first, always. A cheap photo’s only valuable if you LOVE it. Make sure every image or video clip is something you’re proud to put on your product page, social, or ad. Brands now expect direct input—see assets in real-time during virtual shoots, give feedback, and keep what you love. This isn’t stock or AI-generated sameness. It’s your brand, your way. 3. Make content creation FUN (yes, even for B2B brands) Let’s be honest: most B2B tech and platforms are boring to the point of painful. So Suna built fun right into the process. Play with backdrops. Collaborate live. Make it an experience for YOU, not just your product. Turns out, when you treat customers like real humans, they share the results everywhere (LinkedIn, Instagram), fueling organic growth. A few extra pro tips: • Focus on speed—turnaround in days, not months • Make feedback & iteration seamless (brands want control, not just a black box) • Build a creative system that scales with you: starter brand to enterprise, one SKU or 500+ • Don’t copy others—chase what’s distinct to your brand, not what an algorithm says is “normal” The best brands invest in creative that feels personal, custom, and authentic (stock/A.I. assets = last-resort, not best-in-class). Creative is the KEY lever for e-commerce differentiation and conversion—treat it like your secret weapon, not just an expense. If you want to dive deeper, check out the latest DTC POD episode with Liz Giorgi (Suna CEO) for real-world examples, playbooks, and growth stories: https://www.dtcpod.com/ #dtcpod #ecommerce #creative #contentstrategy #ugc #branding

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If I had to launch a DTC brand and needed affordable, high-quality content FAST, here’s the exact blueprint I’d use (straight from Liz Giorgi, Suna’s CEO, who’s powered 5 million Ecommerce assets for 15,000+ brands): To make your brand look pro online, dial in 3 things: • Focus on stunning visuals (it’s the #1 purchase driver) • Make creative production easy and scalable • Prioritize quality AND fun in your process Here’s how: 1. Make creating photos/videos “one-click” simple. Don’t get stuck in spreadsheets and endless calls. Use a platform (like Suna) where you plan, direct, and get your assets—all in one place. Upload your shots list, pick props and models from a directory, and select backdrops and styles… all online. It should take minutes, not weeks. 2. Emphasize affordability—but never sacrifice quality. Liz’s rule: “A $39 photo is only exciting if you like the $39 photo.” High quality at a fair price is the sweet spot for early-stage AND scaling brands. Pro tip: Only pay for the content you want to keep. This keeps things affordable but still gets you the best shots for your storefront and ads. 3. Don’t make content production boring. B2B doesn’t have to mean “boring to boring.” Inject your brand’s personality into the process—choose fun, vibrant backdrops, show up live virtually to direct shoots, collaborate like you’re on set (even if you’re remote). Great brands build an emotional connection. Let your story and style come through in your visuals. Bonus moves: • Leverage growth hacks (like free headshots or live sharing your shoots on IG Stories) to get organic buzz and visibility. • Integrate with your Ecommerce stack (Shopify, Amazon, Canva) for seamless content delivery where you need it most. • Consistently solicit customer feedback after shoots to keep improving your process and results. Remember: Social is rented land, but your photos and videos are assets you control—use them everywhere from PDP to ads to email. And if you want a taste of what a “done-for-you” scalable creative pipeline feels like, Suna has cracked the code (Liz’s playbook is straight from the best in the business). --- Catch the full episode with Liz Giorgi (Suna) on DTC POD for even more behind-the-scenes stories and tactics: https://www.dtcpod.com/ #dtcpod #ecommerce #contentcreation #brandstrategy #founderplaybook

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Liz Giorgi is the co-founder and CEO of Suna, a fast-scaling platform for ecommerce content creation. With roots in broadcast journalism and a distinguished career as a TV editor (PBS, CNN, BBC), Liz transitioned into entrepreneurship in 2013 when she started a production company focused on video ads for YouTube—the era when “uploading video” meant YouTube or Vimeo, and a single video could cost upwards of $10K. After scaling and exiting her agency, she launched Suna in 2019, capitalizing on the clear need: nearly everything bought online depends on compelling photography, yet quality content is often inaccessible for emerging brands. What you’ll learn: - Why the emotional connection triggered by product photography is the decisive buying factor online. - How Liz’s experience as a “shop kid” in her grandfather’s canoe outfitter fueled her relentless pursuit of entrepreneurship and purpose-driven work. - The three pillars that make Suna stand out: quality, affordability, and a commitment to making the creative process genuinely fun—even in the “boring to boring” world of B2B tools. - The exact playbook Liz and her co-founder used: from early Techstars acceptance, building a beta waitlist of 2,000 brands, to converting those to customers through community-building content and hands-on feedback loops. - How Suna streamlined a traditionally chaotic, weeks-long photoshoot planning process into a seven-click, five-minute workflow, making high-quality content accessible to brands of all sizes. - Counterintuitive bets that worked (and failed)—from free headshot campaigns to abandoned SMS marketing efforts, including the surprising challenges of running a “dog model” directory. - The unique marketplace dynamics behind Suna and why their real-time, virtual shoot experience unlocks creative direction and brand buy-in—especially relevant as ecommerce content needs continue to explode across new channels. - How the Trend acquisition fits into a thesis that shopping is becoming a “feature of everything on the internet”—making authentic, context-specific, multi-format content more essential than ever before. - Why Liz is “stubborn about the destination, flexible about the path,” and how founder-level content creation remains at the heart of Suna’s growth strategy. - Insights on the limitations of AI-generated content and the enduring power of authenticity, creativity, and human connection in building brand value online. Some takeaways: - Suna took off by delivering on a simple but powerful proposition: $39 photos and $93 video clips, professionally shot, delivered fast, with clients able to direct their shoot in real time—all born from Liz’s obsession with eliminating the pain points of legacy ad agencies and one-off freelancers. - Early growth hacks like free professional headshot events helped Suna win word-of-mouth in B2B circles, turning otherwise mundane corporate tasks into shareable, delightful brand experiences. - Even as brands move omnichannel, Suna’s integrations with Shopify, Amazon, BigCommerce, and soon Canva make scaling creative assets for hundreds of SKUs as easy as launching a single product—with catalog-level automation and multi-seat team collaboration. - Not every experiment lands: initiatives like SMS marketing, demo stores, or managing animal talent can fall flat—but rapid testing and a willingness to “let the ones that went wrong go in the rearview mirror” keep progress moving. - The acquisition of Trend builds on Suna’s mission to become the universal content engine for ecommerce—offering professional-grade UGC and influencer content seamlessly alongside premium photography and video. - AI tools may generate content, but Suna’s belief is that brand owners want to be “in the director’s seat,” controlling vision, quality, and authenticity—elements where AI still falls short. - Liz credits her entrepreneurial drive to her grandfather’s legacy, seeking not just commercial success but lasting impact and community—evident in the enduring stories and connections forged through family business. Where to find Liz Giorgi and Suna: • Suna: https://suna.co • Suna + Trend: https://suna.co/trend • Liz Giorgi on LinkedIn: https://www.linkedin.com/in/lizgiorgi/ • Suna Studios on Instagram, TikTok, YouTube: @sunastudios • Liz Giorgi on X and all platforms: @lizgiorgi In this episode, we cover: (00:00) Liz’s path from broadcast journalism to agency founder to Suna CEO (04:30) Lessons from building early video ad production in the YouTube era (07:46) Entrepreneurship as a source of meaning—and the “shop kid” upbringing (12:20) How Suna’s technology-driven approach cracked the quality/price/speed triangle (15:46) Beta launch tactics: Techstars, content-driven waitlist building, and the first non-friend customer (20:45) Growth hacking with free headshots and viral photo shoot experiences (24:27) Hard-won lessons from failed bets and risky experiments (27:40) The Suna content creation workflow—planners’ POV and seamless team execution (32:09) Scaling enterprise: why large brands turn to Suna for hundreds of SKUs (34:24) The strategic rationale for acquiring Trend and building a content “easy button” (41:04) Differentiating real creative work from AI-generated commoditization (51:17) Suna’s vision: becoming the single destination for content creation online (51:53) Where to learn more, connect, and get involved Referenced: • Techstars: https://www.techstars.com/ • Trend: https://trend.io/ • Amazon App for Suna: https://apps.shopify.com/suna-studios • BigCommerce and Canva integrations (coming soon) • Related creative tools: Istock, Adobe, Canva Key quotes: “The photo is the most important part of the purchase making decision. It’s the thing that makes you emotionally go, yes, I want that, or no, I don’t want that.” —Liz Giorgi “My philosophy has always been: be stubborn about the destination, but be flexible about how you get there. You don’t always know what’s going to work, but you keep moving ahead.” —Liz Giorgi “There needs to be a Canva for the actual content generation. That [means] hitting the easy button on content creation. And I think we are really well positioned to do that now.” —Liz Giorgi “If all of society has decided creativity is dead ... and we all want to look at hyper-imaginative images of the world generated by AI for the rest of time, then that’s a world other people can go participate in. For me, I’ll go grow yams or something, because that’s not what I want to do with my life.” —Liz Giorgi

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**Episode Summary** Liz Giorgi is the co-founder & CEO of Suna, a creative platform powering content creation for ecommerce brands. In this episode, Liz reveals her founder journey from broadcast journalism to building Suna, which has created over 5 million ecommerce assets for 15,000 merchants. She explains how Suna leverages technology to deliver high-quality, affordable, and fun product photography and video at scale. Liz also dives deep on building marketplace networks, growth strategies, the realities of entrepreneurship, and why authentic human creativity will never be fully replaced by AI. **Episode Notes** Liz Giorgi is a lifelong creator who initially trained for broadcast journalism before pivoting behind-the-scenes, editing for major networks like CNN, BBC, and PBS. Her fascination with online video in 2013 led to a first agency exit, then co-founding Suna in 2019 with her partner Haley. Suna’s mission: make great, custom ecommerce photos and videos as affordable as stock content—delivered quickly and with an enjoyable experience. On this episode of DTC POD, Liz shares the inspiration from her entrepreneurial grandfather, the lessons from her agency days, and how she and her team have tackled the pain points of marketplace startups, navigating B2B “boring” culture, setting values that stick, and using creativity and technology to scale. Liz also discusses Suna’s recent acquisition of UGC platform Trend, balancing AI with authenticity, and her vision for the future of scalable brand content creation. **On this episode of DTC Pod, we cover:** 1. Liz’s creative roots and journey to entrepreneurship 2. Early agency experience and spotting video trends 3. Building Suna from agency exit to Techstars 4. Challenges and strategies for scaling marketplace businesses 5. Growth hacks: Free headshots, leveraging LinkedIn and Instagram 6. Suna’s “north star” values—quality, affordability, and fun 7. The virtual photo shoot experience for brands 8. Scaling content for both startups and large brands 9. Suna’s acquisition of Trend and synergy in creative systems 10. The limitations of AI in creative production 11. Authenticity in brand content and the irreplaceable human touch 12. Liz’s philosophy on learning, failing, and testing 13. The vision for making scalable, brand-first creative accessible to all **Timestamps** 00:01:35 Liz’s background: From aspiring broadcaster to TV editor 00:03:50 Launching an agency focused on online video content 00:05:54 Inspiration from her entrepreneurial family legacy 00:09:57 Entering Techstars and going from idea to product 00:12:55 Suna’s core values: Quality, affordability, and fun 00:15:46 Marketplace dynamics: Building a creator network & customer base 00:20:45 Early growth: Free headshots and viral photo shoot experiences 00:24:27 Growth experiments that failed (and what was learned) 00:27:40 The virtual photo shoot: How Suna works for brand clients 00:32:42 Scaling content for enterprise brands through integrations 00:35:09 Suna x Trend: The decision and vision behind the acquisition 00:38:15 Why brands need omnichannel creativity and platform-agnostic content 00:43:35 AI as tool vs. authentic human creative: What sets real content apart 00:51:17 Liz’s vision: Suna as the home for online creative production 00:51:53 Where to find Liz and Suna online --- For more on Suna, visit [suna.co](https://suna.co). Connect with Liz Giorgi on all platforms @lizgiorgi and follow Suna Studios everywhere online.

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