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Twilio

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Artificial Density Testing

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Behavioral Pricing: Compromise, Decoy and Framing

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Conditional-Layer Validation

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Customer-Insight Career Leverage

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Disassemble the Lego Set

Don't digitize the old thing — reassemble the pieces into an experience native to the new platform.

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Innovation4 steps

Fail-Fast Iterative Validation

Since ~80% of hypotheses fail, use cheap validation methods first and reserve A/B testing for pre-vetted ideas

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Marketing3 steps

Good Friction vs Bad Friction

Adding friction that addresses the user's psyche can increase conversion, because not all friction is bad

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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.

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Marketing4 steps

Inverted Time-to-Value

Engineer the aha moment into the first 3 seconds using non-obvious platform mechanics

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Innovation4 steps

Latent Demand Detection

Find product ideas where people already fight through a distorted process to get a value

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Marketing5 steps

Leaders, Fillers and Killers

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

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Strategy4 steps

Lower-Confidence, Higher-Volume Experimentation

Drop the 95% confidence bar to run more experiments, backstopped by qualitative corroboration and a pre-set game plan

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Sales4 steps

Match Go-To-Market to Buyer-User Alignment

Pick developer-led, PLG, or direct sales by asking one thing: are the buyer and the user the same person?

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Sales4 steps

Outcome-Based Pricing Qualifier

If the work is autonomous and the result is measurable, price the outcome — not the tokens.

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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.

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Marketing5 steps

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.

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Productivity4 steps

Root-Cause Context Engineering for AI Coding

Don't just fix the AI's bad code — root-cause the missing context so it's right next time.

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Sales4 steps

Selling to Developers via Self-Serve Proof

Developers must prove products themselves, so invest in self-serve — sales can't convert them at the build stage

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Marketing4 steps

The Acceptable / Expensive / Prohibitively Expensive Price Ladder

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

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Marketing3 steps

The Age-Invitation Curve

Target the age band still adding social connections, or plan to buy every user with ads

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Strategy3 steps

The Break-Even Indifference Test

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

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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.

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Leadership3 steps

The Most Impactful Thing Today (with the Honesty Test)

Wake up asking what maximizes impact — then interrogate your answer for skill-set bias.

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Influence3 steps

The Panini Effect

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

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Marketing5 steps

The Pill-in-the-Hot-Dog Onboarding

Bury the intimidating-but-necessary onboarding step inside familiar, exciting content instead of leading with it

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Strategy3 steps

The Three-Segment AI Market Map

Frontier models, tooling, or applied agents — pick the layer that fits your capital and your edge.

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Mindset4 steps

Turn Advice Into a First-Principles Framework

Don't collect rules — ask why, triangulate three people, and rebuild the reasoning underneath.

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Viral Hoax Counter-Attack

When a hoax threatens your app, treat it as a growth problem and out-viral it on every vector

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Year-Horizon Growth Portfolio

Protect growth teams from weekly-win pressure by committing to low/medium/high bets over a year-long horizon

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