“She's advised dozens of companies on growth, including Superhuman, MongoDB, Netlify, SimilarWeb, Sanity, Maze, so many more.”
Sanity
By Sanity
4 recommend/use · 6 sourced episodes
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Can't Do / Won't Do / Not Set Up To Do
Three reasons things don't happen — and 70-80% of the time it's the third one, which is yours.
Choose Your Abstraction Layer Deliberately
Delegate the work you don't enjoy to a higher abstraction; keep the parts that make you good and happy.
Dancing With Your Fears
Price the cost of inaction, then stop trying to kill the fears that won't die — have a conversation with them.
Engineering Financial Space
Convert your job into a contract, cut the burn, and buy back time without a clean break.
Excellence Over Speed (The Thought-Experiment Filter)
If you must choose, choose excellence — and kill most experiments before they ever go live.
Fairer Marketplace Rating System Design
Fight rating inflation and averaging bias with renormed labels, priors, blind reviews, and the sound of silence.
Growth Can't Reverse a Decline
A growth team can't fix a slowing business; stop the decline first, then add growth to amplify.
Hypothesis-Driven Experimentation: Learning as a Win
Reframe experiments from winners/losers to hypotheses; run more, run shorter, and carry priors forward.
Inspiration, Not Imitation
Use competitor teardowns as an input to ideation, never as the finished destination.
Leap-of-Faith MVP Scoping
Scope the smallest build that tests your riskiest assumption, not a stripped-down product
Marketplace Whack-a-Mole: Managing Winners and Losers
Most consequential marketplace changes create winners and losers; manage the trade, don't chase a metric.
Multi-Sided Marketplace Operating Rules
In a three-sided marketplace, OKRs and A/B tests break — establish stability, name your primary customer, then bet.
Predict vs. Decide: Think in Differentials
Prediction finds correlations; decisions need causal differences. Optimize the lift, not the level.
Problem-First AI Adoption
Start from the customer problem and ask where AI helps — never from 'what do we do with AI?'
Rebrand Eyes-Wide-Open
A homepage redesign or rebrand won't drive growth; budget 3-6 months to claw performance back after launch.
Robust-Across-Futures Action
When the future is unknowable, choose actions that are ethical across a wide range of scenarios
Ship, Quit, and Learn
Design the smallest thing you can ship that is built to be quit — then let shipping it tell you what's next.
Show Don't Tell (The Wall)
Lay out the entire user journey — pixel by pixel, minute by minute — on one physical wall.
Start Bespoke, Become a Marketplace Later
A marketplace never starts as a marketplace; win with a pre-liquidity value prop first.
Take People With You Before You Fix Anything
A new leader's toolbox is worthless until the team agrees a problem exists — build the why first.
The 18-Month Growth Model Overlay
Spend ~20-25% of growth time annually seeding new loops so your S-curve never flattens with no successor.
The 3-of-500 Months Sabbatical
Frame a sabbatical as 3 months out of a ~500-month working life, and budget 6-8 weeks just to unwind.
The 4B Framework (100 Focus Points)
Split 100 focus points across Brilliant Basics, Bread and Butter, Big Bets and Breaking Bad.
The Best-Practice Inversion Interview
Ask a candidate for a best practice, then for when it would not apply
The Chief Engineer Trade-off Owner
Give one person moral authority over a whole product to keep design coherence in one head
The Earned Channel Priority
Make building an owned/earned acquisition channel your growth team's number one priority over rented ones.
The Energy Audit
After every activity, log energised or drained — then do more of one and less of the other.
The Fixed-Window Pivot Decision
Time-box a full-focus test on the one thing that matters, then let the team name the next bet
The Founder-Led Growth Prerequisite
Don't hire a growth team until you have proven PMF and enough data to run experiments.
The Full-Stack PM Triad: Sharpness, Drive, Influence
Raw sharpness you can build, drive you can barely coach, influence is non-negotiable.
The Horizon-3 Research Team That Ships
Fund a 3-5 year research team, then bolt it to product so ideas actually reach production.
The Input-Metrics Stack for Developer Productivity
No single metric rules them all — combine per-component input metrics that ladder up to time-to-value.
The Lazy, Vain, Selfish User Lens
Design acquisition and onboarding for a user who is lazy, vain and selfish — not for your loyal fans.
The Life MBA Reframe
Set a runway budget, name it an investment in yourself, and give people a socially legible story for it.
The One-Month Experimentation Rule
If you can't collect the sample size in a month, don't A/B test it; ship it and measure pre vs. post.
The Path Expert Conversation
Find someone a few years ahead on the path you're curious about, and offer them written questions.
The Scaled-Liquidity Smell Test
Before calling yourself a marketplace, prove you have scaled liquidity on both sides.
The Sticky Engine of Growth
Model retention by the three, and only three, reasons a customer returns to your product
The Three-Hour Work Mindfulness Experiment
Steal three hours from a workday, do something purposeless, and study the guilt that shows up.
The Zero-Ask Assistant (Copilot Design Philosophy)
If the user has to ask for it or wait for it, they won't adopt it — build assistance that infers.
Three Divergent PRFAQs (The Power of Three)
Write three fully-thought-through, divergent press releases — then recommend one.
Trust-by-Structure Governance
Embed your promises into the company's structure so they hold even when you're gone
Workshop-First Advisor Hiring
Vet an advisor with a paid working session on a real problem, then re-evaluate their value every month.
Your Problem Isn't Unique
Never start from scratch; find who already solved your problem and patternize the solution.
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