In this episode of WP Legends, we sit down with Jake Goldman, founder of 10up, which recently merged with the renowned product and app design agency Fueled. Jake dives deep into his entrepreneurial journey, building one of the most respected agencies in the WordPress ecosystem, and shares what it really takes to grow, innovate, and lead in the digital space. From scaling teams to working with Fortune 500s and embracing strategic mergers, this episode is packed with actionable insights.
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From Early Career to WordPress Leadership
Jake’s journey began with a passion for digital solutions and building impactful web experiences. Early in his career, he focused on understanding client needs and developing scalable solutions for growing businesses. This foundation allowed him to establish 10up as a highly respected agency in the WordPress ecosystem, delivering enterprise-level solutions while maintaining a user-centric approach.
The Evolving CMS Landscape & Enterprise Projects
Over the years, Jake has observed the CMS landscape evolve rapidly. Working with Fortune 500 clients, he emphasizes the importance of staying ahead of trends, adopting modern development practices, and balancing technical innovation with client requirements. His insights highlight how enterprise WordPress projects demand both scalability and creativity to meet diverse business needs.
Merging with Fueled: Strategy & Execution
In 2024, 10up merged with Fueled, a well-known product and app design agency. Jake shares how the idea originated, what factors made the merger successful, and the lessons learned along the way. He explains how aligning company cultures, services, and client portfolios can create a stronger, unified brand capable of delivering end-to-end digital solutions.
The Future of WordPress: Headless & Lovable Experiences
Jake discusses what WordPress will look like in the next five years, focusing on headless implementations and creating “lovable” experiences for clients and users. He emphasizes that combining flexibility with usability ensures WordPress continues to be a powerful platform for both developers and content creators.
Scaling Teams & Maintaining Excellence
From small beginnings to managing a large team of skilled professionals, Jake shares strategies for scaling while preserving quality. He believes in empowering teams with the right tools, fostering collaboration, and keeping communication clear, ensuring clients receive consistent, high-quality deliverables.
Advice for New Entrepreneurs
Jake offers practical advice for emerging entrepreneurs: embrace innovation, understand your market, and never compromise on client experience. He stresses that continuous learning and staying close to user needs are key to building a sustainable and respected business in the WordPress ecosystem.
WordCamp & Closing Thoughts
Jake reflects on his WordCamp experiences and the importance of community engagement. He encourages new WordPress professionals to connect, learn, and contribute, as the community remains a cornerstone of growth and inspiration.
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