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Ami Vora (CPO at Faire, ex-WhatsApp, FB, IG)23 June 2024

Making an impact through authenticity and curiosity

9Frameworks
15Insights

Frameworks in this episode

Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Hot Take· 4

Hot Take10:00

Trade Being Right for Getting the Outcome

Meta CTO Boz described Ami reacting to profound disagreement with genuine curiosity — 'fascinating, tell me more' — rather than defensiveness. Ami admits this didn't come naturally; she loved being right, and her identity was built on it. The shift came when she realized her ego was cutting her off from information other people had, sabotaging the actual outcome.

  • Ami's childhood identity was built on being the person who was right
  • Wanting to be right made her ignore information other people had
  • The unlock: it's more important to get to the outcome than to be right
  • Assume everyone in a meeting knows something you don't — then meetings become discovery

I really enjoy being right I love to be right I think most of us love being right

Ami Vora · 11:00

the hard part is just like sublimating your ego a little bit and saying it's more important to get to the outcome than to be…

Ami Vora · 13:30
#curiosity#ego#disagreement#leadership
Hot Take37:30

Execution Eats Strategy for Breakfast

Ami is a firm believer that execution beats strategy every time. Strategy is glamorous and fun, but customers don't care about your five-year plan — they care about the product in their hands. Worse, perfect strategy with poor execution teaches you nothing, because you never learn whether the strategy or the execution was wrong.

  • Customers care about the product in their hands, not your fancy strategy
  • Perfect strategy plus poor execution means the strategy never reaches the market
  • You also learn nothing — you can't tell if the strategy or the execution failed
  • Good-enough strategy plus perfect execution lets you learn and iterate to a great strategy
  • Roughly 20% of time on strategy, the bulk on getting it to market

customers don't care about your fancy strategies and like your Five-Year Plan they care about the product that's in their hands

Ami Vora · 38:30

if you have great strategy perfect strategy but poor execution you don't win because your strategy never makes it to the market

Ami Vora · 39:00
#strategy#execution#product-management
Hot Take52:00

Telling Women to 'Find a Mentor' Is Just Another Hoop

Ami's hot take: the standard advice to find a mentor and a sponsor is another set of hoops we hand women that we don't hand others. It frames success as needing someone who made all your same life choices and has a spare hour a month to be your oracle. Ami had incredibly generous leaders help her, but never that single mentor — and spent years feeling she was missing something she actually didn't need.

  • Women get more personal feedback about style than about the content of their role
  • 'Find a mentor and a sponsor' is another burden placed disproportionately on women
  • The mentor ideal — same life path, an hour a month to advise you — is unrealistic
  • Many generous leaders helped Ami without any of them being 'the mentor'

there's a bunch of research about how women get a lot more personal feedback but is less about the content of their role and more…

Ami Vora · 52:30

here's a hot take I think we tell women things like you need to find a mentor and you need to find a sponsor and…

Ami Vora · 54:00
#women-in-tech#mentorship#career#hot-take
Hot Take1:01:30

The More Senior You Get, the Worse Every Decision Looks

Ami offers a dark but honest view of seniority: the only problems that reach you are the fundamentally unsolvable ones, because anything solvable got solved before it climbed the ladder. All you can do is choose which branch of suboptimal to put your name on, then explain the principles behind it. From a distance it looks like you only make bad decisions — because those are the only options you have.

  • Solvable problems get solved before they reach senior leaders
  • Senior decisions are choosing the least-bad among suboptimal options
  • The job is to name the principles and trade-offs behind the choice
  • Normalizing this hard truth keeps it from feeling like personal failure

as you get senior the only problems you'll see are ones that are fundamentally unsolvable CU otherwise someone would have solved it before they got…

Ami Vora · 1:02:00

all you're doing is like choosing which branch of sub optimal you're going to put your name on

Ami Vora · 1:02:30
#leadership#decision-making#seniority

Explainer· 3

Explainer17:00

The Executive 'Dinosaur Brain' Holds Three Facts

Ami tells her teams to assume executives have a tiny dinosaur brain that can only hold three facts at once — including herself. The point isn't to dump all the information on leaders hoping they'll reach the right conclusion; it's to do the work of making a recommendation. The breadth an executive has makes them good at pattern-matching, not at going deep on your data.

  • Executives can only hold about three facts at a time and can't go deep on everything
  • The instinct to show all the information so smart people decide is a mistake
  • The best service is to do the work and bring an actual recommendation
  • The leader's value is pattern-matching and context, not re-analyzing your data

assume that like Executives have like a a little tiny dinosaur brain like we all have like a little brontosaurus brain and we can really…

Ami Vora · 18:00

the best service you can do is to actually do the work of making a recommendation

Ami Vora · 18:30
#product-management#communication#leadership#product-reviews
Explainer26:30

The Hill Climb: Local vs Global Optimum

Ami's hill-climb metaphor captures the choice between optimizing your current position (local optimum) and abandoning it to chase a far larger mountain (global optimum). Getting to the bigger peak means climbing down into an unknown valley with no guarantee you'll make it up the other side — like desktop companies rebuilding for mobile, or big life changes. What carries her through the valley is remembering how the summit feels.

  • A local optimum feels great but a taller mountain is visible in the distance
  • Reaching it means descending your hill, crossing an unknown chasm, and climbing again
  • Applies to jobs, moves, relationships, and product bets like desktop-to-mobile
  • The slog is supposed to feel bad because you're still in the valley

the hill climb is all about like the difference between local Optimum and a global Optimum

Ami Vora · 26:30

the thing that gets me through the valley is remembering what the summit feels like when you're on top of it

Ami Vora · 28:30
#strategy#metaphor#risk#product
Explainer56:00

Avoiding 'Toddler Soccer' in Team Goals

When every team is pointed at the same top-line metric like revenue or GMV, you get 'toddler soccer' — everyone swarming the same surface, tripping over each other, nobody really controlling the ball. Ami's fix is to detangle the customer journey so each team owns a different goal that ladders into a shared framework, giving everyone room to make progress on their lane while solving the full customer problem.

  • Pointing all teams at one metric causes everyone to swarm the same surface
  • Ami calls this 'toddler soccer' — no coordination, everyone tripping over each other
  • Detangle the customer journey and give each team a distinct, laddering goal
  • Goal on input metrics (visits, conversion, reorders), not just the output
  • The sub-metric must genuinely connect to the output, not just make a team feel good

that leads to like what I call toddler soccer you know where everybody just runs to the same surface or the same customer

Ami Vora · 56:30

every team we had internally had a different goal that ladders into like a goal framework

Ami Vora · 57:30
#goal-setting#team-structure#metrics#leadership

Story· 2

Story48:00

Wearing Earth Tones to Be More Likable

Ami got repeated feedback that being the smartest person in the room didn't matter if people didn't like her. Taking it seriously, she shrank herself — became less aggressive, less opinionated, even wore earth tones for two years to fade back. It worked, until she stepped into a leadership job where her team needed her opinions and she'd trained herself out of having them.

  • The feedback: you can be smartest in the room but it doesn't matter if people don't like you
  • Ami responded by shrinking herself and being less opinionated
  • She wore earth tones for two years to fade into the background
  • It backfired when a leadership role required the opinions she'd suppressed
  • Her reframed lesson: don't make yourself smaller, add new tools instead

you could be the smartest person in the room but it doesn't matter if people don't like you

Ami Vora · 48:30

I wore earth tones for like two years because I was just like I gotta fade back a little bit

Ami Vora · 49:00
#women-in-tech#feedback#leadership#career
Story1:12:30

Talking Her Way Into Facebook as a Temp

In 2007, the only place Ami wanted to work was Facebook. She bought people coffee at Coupa Cafe in exchange for introductions and told everyone she'd do whatever they needed. The one callback came from the head of PR, who said they couldn't hire her — no interview, no headcount, not qualified — but needed a temp to review press releases. She moved to California, slept on couches, and eventually went full-time.

  • In 2007 Facebook was the only company Ami wanted to work at
  • She traded coffee at Coupa Cafe for introductions around the office
  • The head of PR listed ten reasons she couldn't be hired, then offered a temp role
  • She moved out, slept on couches, and never looked back — later leading FB ads and WhatsApp

it was 2007 and the only place I wanted to work was Facebook

Ami Vora · 1:13:00

hey I'm iy I really want to work here I'll do whatever you need

Ami Vora · 1:14:00
#career#facebook#networking#origin-story

Takeaway· 6

Takeaway02:00

Successful People Are Winging It Too

Ami opens by rejecting the myth of the flawless 'super woman' leader who answers every email in seconds and never sleeps. She admits she loves sleep, wastes time on absurd things, and literally works from her bathroom because it had the most doors between her and her three kids. The real lesson: nobody has it fully figured out, and that's normal.

  • The image of successful people 'having it all figured out' is false and discouraging
  • Most people are winging it and learning through trial and error
  • Ami works from her bathroom because it was the quietest room during the pandemic
  • Accepting the messiness frees you to believe you can succeed too

I love to sleep I like waste time doing absurd things all time

Ami Vora · 02:30

no one's got it fully figured out you never know how someone else is living like most of us are winging it and learning as…

Ami Vora · 03:00
#authenticity#career#imposter-syndrome#leadership
Takeaway08:00

Choosing Jobs by Feel, Not by Spreadsheet

Instead of relying on the mental spreadsheet of where a job puts you in five years, Ami 'puts on the coat of the job' — imagining what her commute, lunches, and daily problems would feel like. The emotional read is more predictive of success than the math. What she's really looking for is a feeling of being at home, which comes down to trust.

  • Spreadsheet job comparisons don't determine how good you'll be at the role
  • Imagine the day-to-day: commute thoughts, who you'd have lunch with, problems you'd solve
  • The emotional response is 'much more telling' than the five-year projection
  • The best work comes from a feeling of being at home, which is built on trust

I try to just put on the coat of the job like when I wake up in the morning I'm like what would it be…

Ami Vora · 09:00

the thing that that has led me to like the places where I do my best work is a feeling of being at home which…

Ami Vora · 09:30
#career#decision-making#intuition
Takeaway20:00

Product Reviews Should Calibrate Principles, Not Decisions

Ami argues product reviews are misused as decision factories. If a team returns for every decision, you get fast answers but never grow the org's capacity to make good decisions. The better goal is to walk out of one decision with principles — the trade-offs, who you're optimizing for, the timeline, the risk tolerance — so teams can run without coming back.

  • Using reviews to get individual decisions doesn't build org decision-making capacity
  • Bring one decision but aim to leave with reusable principles
  • Surface the trade-offs, who you're optimizing for, the timeline, and risk tolerance
  • Write everything, then cut almost all of it to force a clean, opinionated recommendation

we misuse product reviews sometimes as ways to get decisions and actually they should be ways to calibrate on principles

Ami Vora · 20:30

making sure you walk away with principles not answers

Ami Vora · 22:00
#product-reviews#decision-making#leadership
Takeaway29:30

Build Metaphors Around How You Want Users to Feel

Ami learned from a manager, Eric, to design products by asking how they should make people feel and when they last felt that way. For WhatsApp, the guiding metaphor was face-to-face communication — the most universal form, where you just open your mouth and words come out. A shared narrative like that lets a whole team build something consistent without dictating every decision.

  • Ask how a product should make users feel and when they last felt that way
  • WhatsApp's metaphor was face-to-face, the most universal form of communication
  • Small features (typing indicators, read receipts) add up to a feeling of presence
  • A shared story means designers and engineers naturally build something coherent

how is this product going to make you feel and when is the last time that you felt this way

Ami Vora · 30:00

the most univers form of communication is face to face

Ami Vora · 33:00
#metaphor#product-design#whatsapp#team-alignment
Takeaway30:00

Load Other Leaders Into Your Head as 'Emulators'

When Ami is stuck on a problem, she runs a mental 'emulator' of leaders she's worked with — asking how Eric would describe it, what principles Boz would apply, or whether Rob Goldman would tell her to look at the dashboard. Each person is a fresh lens and an added toolkit, and it keeps her from getting bored on hard problems.

  • Build mental emulators of very different leaders you've worked with
  • Each emulator gives a fresh lens and expands your toolkit
  • Examples: Eric for metaphors, Boz for principled trade-offs, Rob Goldman for the dashboard
  • Useful when you're stumped — load someone else in and ask how they'd approach it

one thing I like to do is try to build like an emulator for different people in my head

Ami Vora · 30:00

what would Rob Goldman say he'd say look at the dashboard have I looked at the dashboard no okay let me go look at the…

Ami Vora · 35:00
#mental-models#leadership#problem-solving
Takeaway1:19:30

You Can Have More Energy or Less Ambition

Early in her career someone told Ami: you can either have more energy or less ambition. She found it harsh but true, and thinks about it constantly. If she wants a certain level of impact, she has to do the uncomfortable work — and she can't be mad about a lack of impact if she isn't willing to put in the energy. The two go together.

  • The advice: you can either have more energy or less ambition
  • Big impact requires doing the work and feeling uncomfortable
  • You can't be upset about low impact if you won't put in the energy
  • Ambition and energy have to move together

you can either have more energy or less ambition

Ami Vora · 1:19:30

if I want to have this kind of impact I'm going to have to do the work I'm going to have to try new things…

Ami Vora · 1:20:00
#ambition#career#motto