Eventbrite

Ad Strength Hole-in-the-Ship Diagnostic

Use Google's brand vs non-brand ad-strength report to find the one fix that lifts the whole account

Strategy4 steps

Assume the Disruptor Is Right

During an existential threat, assume the disruptor is playing an optimal game and respond with overreaction

Influence5 steps

Behavioral Pricing: Compromise, Decoy and Framing

Raise revenue 30%+ by reframing tiers and framing prices — without touching the product.

Capacity-Red Headcount Justification

Add headcount only when a days-committed-vs-days-in-quarter calculator stays red after cutting low-value work

Entrepreneurship4 steps

Consumer Subscription Viability Test

Freemium-plus-paid-acquisition consumer subscriptions fail without ~60-70%+ retention or a network effect

Communication4 steps

De-Risking the High-Stakes Meeting

Turn important meetings from big-reveal gambles into pre-worked, question-proof conversations.

Founder Intuition vs Team Expertise Handoff

Delegate to hires only once they consistently make better calls than you would — and signal in both directions

Strategy2 steps

Freemium Two-Product Rule

Make the free tier good enough to spark word of mouth and the paid tier different enough to justify upgrading

Strategy5 steps

How You Charge Beats How Much: Pricing-Model Design

Pick the monetization model, then the price metric, then the structure — the number comes last.

Productivity3 steps

ICE Prioritization

Score every experiment idea on Impact, Confidence and Ease to run a high-velocity testing program fairly

Incrementality via Conversion Lift & Geo Tests

Prove paid actually caused growth by withholding ads from a control group and measuring the lift

Strategy4 steps

Justifying Non-Sexy Product Investments

Fund performance, UX and velocity work by making the invisible measurable and the downside of neglect concrete.

Kindle and Fire Growth Strategies

Non-scalable kindle hacks exist only to unlock the scalable fire strategy worth hiring for.

Leaders, Fillers and Killers

Sort every feature into leader, filler or killer to configure packages that unlock segments.

Move the PMF Score: Reposition + Speed to Value

Raise a low product-market-fit score without changing the product — refocus expectations and collapse time-to-value

Must-Have Benefit Excavation

A three-question survey sequence that turns 'they like it' into the exact hook that acquires customers

Paid Channel Sequencing Ladder

The order to adopt paid platforms: user-driven search first, disruptive media next, expensive targeting last

Innovation4 steps

Perceived Simplicity

Keep advanced power in the product but discoverable only to those who go looking — invisible to everyone else.

Strategy6 steps

Price Before Product: The Willingness-to-Pay Conversation

Have the pricing conversation months before launch and use it to prioritize what you build.

Productize to Segments (the 'You Can Act Differently' Test)

Segments are defined by needs and willingness to pay — and only count if you can act differently on them.

Entrepreneurship4 steps

SaaS-Marketplace Transition Test

A SaaS business can add a marketplace only if it touches its customer's customer and those customers need multiple suppliers

Scenario-Based PM Interviewing

Interview PMs by making them do the real job under real constraints, not recite prepared stories

Productivity3 steps

Ship-to-Learn Research Allocation

Reserve scarce user research for high-uncertainty, high-leverage problems; ship to learn everywhere else

Marketing3 steps

Signal vs Noise Metric Selection

Let the campaign's single goal decide which metric is signal — everything else is noise

The Acceptable / Expensive / Prohibitively Expensive Price Ladder

Three questions that reveal both a price range and the psychological cliffs you must hide behind.

Strategy3 steps

The Break-Even Indifference Test

Offer economically identical pricing models and see which one people irrationally prefer.

Finance3 steps

The Downturn Pricing Playbook (Never Drop the Price)

Three moves that protect price integrity in a recession: de-feature, non-pricing actions, change the model.

The Ops Cadence Spreadsheet

A rocks-and-pebbles spreadsheet that assigns every account task a defined weekly/biweekly/monthly rhythm

Influence3 steps

The Panini Effect

Show your product line as an unfinished puzzle and attach rates jump from 20% to 40-50%.

The Product People Spectrum: Innovators to Executors

Great product careers get filtered at strategy — deliberately move executors toward the strategic middle.

The Sean Ellis Test

A one-question survey that reveals product-market fit before your retention data can

The Signs of Life Test

Spend a tiny budget on a new platform to detect a positive signal before committing to a full campaign

Communication4 steps

The Story Chapters Framework for Executive Communication

Find the last obvious point for your audience, then build from there — skip neither the setup nor the basics.

Leadership3 steps

The Three-Hire Performance Team Sequence

Build a paid team in order: data-driven generalist, then creative, then a dedicated data scientist

Strategy4 steps

The Three Network Effects (and Why Social Products Must Evolve)

Classify defensibility as direct, cross-side, or data network effects — and know social products must add the latter two

Marketing3 steps

The True Competition Metric

Use auction-insights math to tell a genuine competitive threat from a harmless close-variant accident

Value Delivery Engine: Activation-First Growth Sequence

Fix conversion, engagement, referral and revenue before you obsess over acquisition