Introduction
In the digital age, where online reputation can make or break businesses, one man from Poland decided to build a tool that would give companies the power to listen to the internet. His name is Michał Sadowski, and he is the visionary behind Brand24, a social listening platform now trusted by thousands of businesses across the globe.
But Michał’s story is not just about software. It’s about creativity, perseverance, and the relentless pursuit of making something meaningful out of nothing. From struggling musician and startup dreamer to one of Poland’s most influential tech entrepreneurs, his journey is a powerful example of what’s possible when you blend passion with purpose.
This is the story of how Michał Sadowski turned a small Polish startup into a globally recognized SaaS brand—and changed the way businesses monitor their online presence.
Early Life: Creativity Meets Curiosity
Michał Sadowski was born in Wrocław, Poland, a vibrant city known for its academic institutions and creative culture. From a young age, Michał displayed a strong creative streak. He loved music, drawing, storytelling—and anything that allowed him to express himself. But beneath this artistic surface was also a deeply curious mind, fascinated by the internet and emerging digital technologies.
During the late 90s and early 2000s, as Poland was still finding its place in the new digital economy, Michał was already exploring what the web could become. He built his first websites as a teenager, taught himself design and coding, and started experimenting with online communities and digital tools.
This blend of creativity and technical curiosity would become his superpower in the years to come.
The Spark: Starting with Small Ideas
Michał studied Computer Science and Multimedia Creation at the University of Lower Silesia. Unlike many students who waited for graduation to begin building their careers, Michał took the opposite route. While still in university, he began working on small side projects and startups—learning through doing, failing, and trying again.
One of his earliest projects was Patrol, a simple website that allowed users to keep track of what was being said about them online. It was crude but effective—and it got people talking.
That was the first spark for what would eventually become Brand24.
At the same time, Michał began to build his online presence. He was active on tech forums, wrote blogs, and engaged with other entrepreneurs. He wasn’t just building tools—he was building community and trust.
The Birth of Brand24: Solving a Real Problem
In 2011, after years of experimentation and working in various digital media roles, Michał officially founded Brand24. The mission was clear: create an easy-to-use, affordable, and powerful tool that would allow businesses to monitor mentions of their brand across the web and social media.
At the time, social listening was still in its early stages. Tools like Hootsuite and Mention existed, but they were either too expensive, too complicated, or lacking in features for small and mid-sized businesses.
Michał saw an opportunity to democratize access to online monitoring—giving startups, agencies, and SMEs the same insights that only big companies previously enjoyed.
With a small team and limited funding, Brand24 launched its first version.
The early days were tough.
- They had no big investors.
- The Polish tech ecosystem was still emerging.
- Competitors in the US had deeper pockets.
But Michał had something more powerful: a clear mission, a loyal community, and tireless energy.
Bootstrapping Success: Growing without Big Investors
Unlike many tech founders who chase venture capital early on, Michał took a different route. Brand24 was bootstrapped for several years. Every dollar earned was reinvested into product development, marketing, and team building.
This discipline gave the company independence—and forced them to be lean, customer-focused, and scrappy.
Michał personally took the role of Brand24’s biggest promoter. He created YouTube videos, gave talks at events, engaged with users on social media, and even responded to customer support queries himself. He wasn’t just the CEO—he was the face of the brand.
And it worked.
Within just a few years, Brand24 began to pick up momentum. Clients from Poland, Europe, and eventually the US started subscribing. Word-of-mouth grew. Blogs and publications featured the platform. Customers loved how easy it was to use—and how much value it delivered.
By 2017, Brand24 was generating millions in revenue and had become one of Poland’s fastest-growing tech startups.
Going Public: A Rare Move in SaaS
In 2018, Michał made a bold decision—he took Brand24 public on the Warsaw Stock Exchange’s NewConnect market. It was a rare move for a SaaS company, especially one that had bootstrapped most of its journey.
Why go public? For Michał, it was about giving loyal fans and supporters a chance to be part of the company’s journey. It also provided capital for scaling, but without giving up control to venture capitalists.
The IPO was a success. Brand24’s stock was met with enthusiasm, and it marked a milestone for Polish entrepreneurship, a reminder that startups didn’t have to leave Poland or raise massive VC rounds to achieve success.
Product Innovation and Global Reach
Brand24 continued to evolve. The platform offered users real-time alerts, sentiment analysis, influencer tracking, and detailed analytics—helping brands stay on top of what people were saying about them, their competitors, or their industry.
From hotels and ecommerce brands to NGOs and celebrities, Brand24 found users across industries and geographies.
Some of its key features included:
- Real-time web monitoring across blogs, forums, news, and social media.
- Hashtag tracking for campaigns.
- Sentiment analysis to identify positive or negative mentions.
- Influencer discovery to identify brand advocates.
- Detailed reports and alerts for reputation management.
Today, Brand24 serves clients in over 120 countries, with thousands of active users and a strong reputation in the SaaS world.
The Personal Side: Authentic, Humble, and Funny
What truly sets Michał Sadowski apart is his authenticity. He’s not your typical “tech bro.” He’s humble, down-to-earth, and often hilarious. His social media is full of behind-the-scenes moments, family updates, memes, and witty takes on startup life.
He often shares mistakes and lessons learned, instead of just wins. He talks openly about mental health, burnout, and the emotional rollercoaster of entrepreneurship.
This honesty has earned him not just followers, but real fans.
He also continues to support the Polish startup ecosystem—investing in other startups, mentoring founders, and speaking at conferences.
Michał even published a book titled “Social Media Start(s)Up”, sharing his insights into building Brand24 and leveraging social media to grow businesses.
Lessons from Michał Sadowski’s Journey
There are countless lessons young entrepreneurs can learn from Michał’s story. Here are some of the most powerful:
1. Start Small, But Start
Michał didn’t wait for perfect funding or a cofounder. He started with what he had—skills, passion, and an internet connection.
2. Solve Real Problems
Brand24 was born from a clear, existing problem: businesses needed a way to track their online reputation.
3. Be Your Own Evangelist
No one promoted Brand24 like Michał did. He became the face, the storyteller, and the voice of the brand.
4. Bootstrapping Builds Discipline
By not relying on VC funding early on, Michał learned how to build sustainably and focus on customer value.
5. Authenticity Wins
In a world of hype, Michał stood out by being himself. Transparent, funny, human—and incredibly relatable.
Impact and Recognition
Today, Michał Sadowski is one of the most respected tech entrepreneurs in Central and Eastern Europe. Brand24 is used by global brands like Intel, Stanford University, IKEA, Air France, and H&M.
He’s been named to Businessweek’s “Top Entrepreneurs” list, featured in TechCrunch, Forbes, and invited to speak at events across Europe and beyond.
But more than titles or wealth, what Michał has built is trust—with users, employees, and the entrepreneurial community.
Conclusion: The Power of Listening
If there’s one idea that defines Michał Sadowski’s entrepreneurial journey, it’s this: listening matters.
Listening to users. Listening to feedback. Listening to what the internet is saying—even when it’s uncomfortable.
By giving companies the tools to listen better, he’s helped them grow, adapt, and protect their reputations in a noisy, fast-moving world.
But he’s also shown that founders, too, should listen—to their teams, their hearts, and their purpose.
By
By
