In episode 21 of the Tech Startup Stories Podcast, our host Natalie Binns sits down with Andy Lambert, one of the founding members of ContentCal, now Adobe, to explore the startup’s journey from a simple idea to a successful exit.
Andy shares how ContentCal began as a manual service within a small digital marketing agency. It wasn’t a tech startup at the beginning. It was a solution to their own problem. They needed a better way to plan, organise and collaborate on social media content. So, they built one.
What started as an internal tool quickly caught the attention of others facing the same challenges. That’s when they realised they weren’t just solving a problem for themselves, they were building a product others needed too.
Solving a real-world problem
ContentCal was always grounded in practicality. Andy and the team didn’t rush into raising money or over-engineering the product. Instead, they focused on delivering something people actually found helpful.
Spreadsheets, email chains and last-minute approvals were replaced with a cleaner, more collaborative platform. The team stayed close to users, adapting based on feedback and avoiding the trap of building for the sake of it.
This clarity of focus helped ContentCal carve out a space in a crowded market without needing to shout the loudest.
Growing with purpose
Growth came from trust. Andy talks about how education and thought leadership were key to building an engaged community. Rather than relying on big ad budgets, they shared knowledge through webinars, articles and live demos. Their honest, helpful content did the heavy lifting.
As the product matured, so did their ambition. The team secured funding, expanded their reach and eventually caught the attention of Adobe, who went on to acquire the business.
But for Andy, the exit wasn’t the definition of success. It was simply the next step in a journey driven by clear purpose and customer value.
Lessons from the journey
Andy’s reflections are refreshingly honest. He speaks about the power of storytelling in attracting early customers and investors. He also shares how focus, patience and resilience were more valuable than speed or hype.
One of his biggest lessons was that you don’t need everything figured out to start. ContentCal didn’t begin with a pitch deck or grand vision. It started with a small team, a clear need and a willingness to learn along the way.
ContentCal, now Adobe, has helped thousands of teams manage content more easily. To learn more or connect with Andy Lambert, visit LinkedIn or check out his latest projects.
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