Notes on growth.

Speaking at Business of Apps NYC.

On "The Ideal Flow: top strategies from high-converting onboarding flows and paywalls," September 17 in NYC.

The best B2C teams don't plan a launch.

The teams that win aren't chasing a launch moment. They build a system that compounds from day one.

Targeting is dead.

Open a Meta account and if the first thing you see is a stack of interest audiences and lookalikes, the problem is already clear. These accounts are won on creative now.

Your team needs to be top 0.1% AI power users.

Not top 10%. Not top 1%. Top 0.1%. The bar for what a modern operator ships has moved, and most teams haven't caught up.

Your paywall is the highest-leverage experiment you have.

It's the one surface where a single test can move LTV across your whole base. Most teams underinvest in it.

Most founders build their brand on vibes. I did too.

I named my consultancy after my spirit animal. Two years in, here's why I'm rebuilding the brand around confidence instead.

The paywall and pricing structure most teams overcomplicate.

There's a simpler default that works for most consumer subscription apps. Start there before you get clever.

Referred users are worth about 3x.

Referred users generate roughly 3x the revenue of cold ones. The question isn't whether to build referrals. It's where they actually convert.

Most founders querying LLMs are getting AI slop.

Recycled answers from SEO-bait written by people who've never shipped anything. Here's what I actually tell founders.

The right go-to-market for a B2C app, 0→1.

Most founders overcomplicate the first phase. Here's the go-to-market that actually works from zero to one.

Getting organic traffic from Reddit, carefully.

Reddit can be a real acquisition channel, but it punishes anything that smells like marketing. Here's how to play it.

Two years of building a growth consultancy.

The wins, the learnings, and what I'm changing for year three from consulting with high-growth subscription apps.

A free teardown of your signup flow.

Calling PMs, designers, and founders building education apps: want a free assessment of your signup flow?

51 onboarding flows, 105 insights, one Figma file.

I tore down 51 subscription onboarding flows and pulled out the 105 patterns that actually move conversion.

I tore apart the onboarding of top wellness apps.

Weeks of teardown across the top wellness apps, distilled into the patterns that actually drive activation.

"Do things that don't scale" is outdated.

Founders quote this YC line every other week. In the AI era, the calculus on what's worth automating from day one has changed.

Education and wellness apps fail on motivation.

They fail because they don't understand what actually moves user motivation. That's the real retention problem.

Referrals and k-factor won't save you from high CAC.

Most founders hope virality bails them out of expensive acquisition. Here's the math on why it rarely does.

Education App Retention: The Unfair Fight (And How to Win It Anyway)

Education apps face an unfair fight against entertainment for users' attention. Here's the playbook to win anyway: commitment-driven onboarding, aggressive activation, and relentless goal-to-progress

Understanding Referrals as a Growth Channel: A Framework for Realistic Expectations

Most referral programs deliver 10-20% incremental acquisition. Learn the 3-level framework for building effective referral strategies without chasing viral dreams.

AI-Enabled Couples Therapy: The Massive Market Opportunity Everyone's Missing

Product Foundations Part 2: Prioritization

Product Foundations Part 1: Ideation

An in depth guide for how to maximize your product features roadmap using best practice ideation techniques.

The 4 Stages Of A Good Growth Process

4 key stages of a good growth process, where most people tend to fail, and a way to help you figure out of you are doing the steps right.

How To Use And Optimize A Growth Model

My Experience at MasterClass

I’ll tell you why I joined MasterClass and what excites me about where we’re headed, about how I think we stack up in the key areas that I evaluate companies on, what makes MasterClass unique, what th

Impact, Confidence & Effort (I.C.E.) Prioritization

The Top 5 Reasons Why Companies Fail

20 Insights From Top Growth Leaders

Growth Experimentation Pt. 3

Growth Experimentation Pt. 2

Growth Experimentation Pt. 1

Testing Principles, Not Solutions

Minimum Viable Value (MVV) is the new MVP

7 Keys To Innovative Ideas From The Book "Originals" By Adam Grant

The 1 Step That Everyone Forgets w/ Decision Making