It is up to 60% more expensive to find a new client than it is to nurture an existing one. Garima Shah has built her entire approach to growth, culture, and leadership around that one number, and in this conversation she explains exactly what that looks like in practice.

Garima is the co-founder and president of Biller Genie, a SaaS platform that helps businesses automate accounts receivable and get paid faster. But the real subject of this conversation is what happens inside a company once you decide that relationships, not funnels, are the actual growth engine.

From the five core values that run Biller Genie day to day, to why every new hire has to be able to explain their job to a ten-year-old, to the boundary-setting that makes saying no the most empowering word in business, this episode covers a lot of ground without ever losing the thread.

What You'll Learn:

1: Why activating your existing network costs a fraction of acquiring new clients, and how to actually do it without it feeling transactional.

2: Biller Genie's five core values, including Get Shit Done, Catch Up, and Own It, and how a company makes values operational instead of decorative.

3: The ten-year-old test: why if you cannot explain your job clearly enough for a kid to repeat it back, you have a messaging problem.

4: Why Garima believes no is the most empowering word in business, and how a clear ICP protects both your culture and your growth.

5: The romance-and-business analogy, why courting a client is no different from courting a partner, and what that means for how you sell.

6: How Garima built a culture of boomerang employees, people who left and came back, and why that is one of the strongest signals of a healthy company.

About Garima Shah:

Garima Shah is the co-founder and president of Biller Genie, a SaaS platform that automates accounts receivable processes so businesses get paid faster. She leads a team of over 90 employees and has spent years developing a culture built on authenticity, clear core values, and relationship-first growth. She started her career in outside, commission-only sales and has carried the lessons from that experience into everything she has built since.

TIMESTAMPS

00:00 — Introduction: relationship capital and the cost of cold outreach

02:00 — Welcome to The Brand Lab and introducing Garima Shah

03:00 — Activating the relationships you already have

07:00 — Why no like trust is dead, and why Garima disagrees

08:30 — The elevator pitch is dead: explain it to a ten-year-old instead

11:00 — The ten-year relationship and the iterative customer journey

12:00 — Boomerang employees and building culture internally

15:00 — Biller Genie five core values: Get Shit Done, Catch Up, Own It, and more

18:00 — Hiring for the right bus, not just the right seat

22:00 — Cross-pollination and opening the kimono on every department

23:00 — You can never say the wrong thing to the right person

26:00 — Boundaries, ICP, and why no is the most empowering word in business

29:00 — From advertising school to door-to-door sales: Garima's origin story

34:00 — What relationship capital really means: trust first

35:00 — Hot Seat Round: relationships vs. strategy, hustle vs. alignment, and more

38:00 — Closing thoughts and where to find Biller Genie

Connect with Garima Shah:

Website: https://billergenie.com

LinkedIn: https://www.linkedin.com/in/garimashah/

About The Branding Laboratory:

The Branding Laboratory is a thinking room for founders and leaders who are building something real. Host Deevo explores the intersection of identity, positioning, and strategy with people who have already done the work and are still doing it.

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