Spent 15k Buying Billboards For One Guy
We spent $15,000 on billboards targeting one person: the guy controlling all the chemical spend at a saltwater disposal company in Texas. We mapped his commute and bought every billboard between his house and the oil field. When we finally called, he said "I see your billboards everywhere." That landed us our first oil field contract. At the time our entire operation was a $10,000 reactor built from PVC pipes from Home Depot, turning corn sugar into industrial chemicals. People keep trying to throw it away. It still works. That leaking reactor started a multibillion-dollar company. @ycombinator visited our plant in Houston. The original PVC reactor is still on the floor next to the Bioforge.
Most people try to “nail their ICP” with a 40-slide deck. Gaurab just dropped $15,000 on billboards to chase exactly one guy. No funnel. No nurture sequence. Just old-school obsession. And that one risky stunt helped turn a janky $10,000 PVC pipe reactor into the seed of a multibillion-dollar chemicals company.
How to steal this play without buying a billboard
List your top 10 dream buyers, then ask: “How do I become unignorable to just these people?” That might mean sponsoring the one newsletter they all read, sending a physical mailer every month for a year, or hosting a tiny dinner near their office. The key is not the billboard; it’s the willingness to over-invest in a single relationship that can change the trajectory of your business.
Why this crazy billboard play actually worked
- Hyper-specific targeting: they mapped one person’s commute and bought every billboard along the route.
- Unignorable repetition: the prospect literally felt like the brand was “everywhere,” creating instant familiarity.
- Risky story, huge signal: spending $15k on one buyer screams confidence and seriousness in a boring industry.
- Asymmetric upside: one contract justified the entire campaign and unlocked a new market.
- Great origin story: the leaky PVC reactor plus billboards is a memorable founding myth investors and press repeat.
Other times one-obsessed marketing paid off
Salesforce famously parked billboards and protest-style stunts outside rival software conferences to get in front of a tiny set of high-value IT buyers.
Superhuman built its early growth by personally onboarding hand-picked power users one by one instead of launching to the masses.