Zillow

Adjacency-and-Network Expansion Test

Prioritize marketplace expansion by adjacency and network reinforcement, not by the size of the adjacent TAM

Marketing5 steps

April Dunford's Five-Step Positioning Framework

Position a product by starting from what you must beat, not from a market category.

Assessing Whether SEO Is Right for Your Product

Judge SEO fit by two signals — a large addressable market and existing domain authority.

Assume the Disruptor Is Right

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

Build for Where the Models Are Going

Design products for the capability one to two years out, not today's model ceiling.

Entrepreneurship4 steps

Consumer Subscription Viability Test

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

Productivity4 steps

Context-First Agent Debugging

When a coding agent won't do what you want, treat it as a missing-context problem, not a model problem.

Finance3 steps

Dual-Sided ROI Equation

Price each acquisition to include the cost of acquiring the other side it needs, then push to your payback threshold

Editorial SEO Operating Model

Split the work: SEO manager picks topics and outlines, a domain-expert writer writes, then analyze.

Eigenquestions (Finding the Question That Drives the Answer)

Find the one or two questions whose answers collapse a complex decision into clear quadrants.

Expected-Conversions Prioritization

Rank topics by search volume x topical authority x conversion intent, not by volume alone.

Founder Intuition vs Team Expertise Handoff

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

Marketing5 steps

Freemium Decision Framework (What to Make Free)

Make a feature free if it drives your growth model; gate it if it creates friction for growth.

Productivity3 steps

Hand the Toil to the Model First

Delegate the boring, repetitive parts of engineering to agents before anything else, and collapse the path to production.

Productivity3 steps

Homogenize the Early Experience for Retention

Move retention by fixing unlucky bad first experiences, not by nudging people about to churn

Hypothesis-Driven SEO

Generate hypotheses by analyzing sites (and asking their SEO managers), then test to validate.

Internal Link Spread Optimization

Most sites starve their own pages of internal links; fixing spread is SEO's biggest quick win.

Productivity5 steps

LNO Framework

Match your effort to each task's leverage, neutrality, or overhead

Measurements Are Not Insights (Instrumentation for Analytics)

Turn raw metrics into segmented, causal insights you actually act on.

Communication4 steps

Mochary's Script for Difficult Conversations

Defuse the amygdala by warning first, delivering the message, then letting the person release emotion.

Product-Led SEO

Treat SEO as a product you build for the search user, not content you optimize for a keyword.

Programmatic vs Editorial Decision Rule

Go programmatic only where scale meets a real use case — otherwise you scale nothing.

PSHE Career Growth Framework

Evaluate talent by how far up the Problem-Solution-How-Execution ladder they operate.

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

SEO Conversion-Metric Rigor

Rankings and traffic are not results. Hold SEO to the same efficiency standard as paid.

SEO Readiness Assessment

Two questions decide if SEO is worth investing in: is the market big, and do you have authority?

SERP Reverse-Engineering

To learn what page to build, read what Google already ranks for your target keywords.

Productivity3 steps

Ship-to-Learn Research Allocation

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

The Four Marketplace Health Metrics

Track GMV, unit economics, liquidity, and share of wallet to know if a marketplace is truly healthy

The Four Things a Product Manager Brings to the Team

Prepare to contribute by mastering users, data, the business, and the competitive landscape.

The Funnel-Position Defense Against AI Overviews

AI answers eat top-of-funnel search. Move your SEO to where intent and conversion live.

Mindset3 steps

The Gardener Mindset for Marketplaces

Run a marketplace like a gardener with a light touch, not a construction worker building linear features

Strategy6 steps

The Growth Model Building Blocks

Build a spreadsheet formula of how your business grows, layer by layer, to find your real levers

The Marketplace Fragmentation Test

A marketplace only works if the market is fragmented and the per-transaction dollars are small enough to keep it in the middle

The SEO Go/No-Go Investment Test

SEO is not free. Price it fully, then compare it against every other growth channel.

The Surgeon Management Model

Spend over half your time making your top 10% feel like a supported surgeon who can't be blocked.

Innovation3 steps

The Three B's of Behavior Change

Change user behavior by picking a specific Behavior, removing Barriers, and adding immediate Benefits.

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

The Three Types of SEO

Programmatic, editorial and technical SEO are different games; pick the one your queries reward.

Top-Down TAM SEO Forecast

Forecast SEO from market size down, not from keyword-tool volumes up.

Topical Authority Adjacency

Rank by starting where you're already known, then expand into semantically adjacent topics.

Topics Over Keywords

Modern Google ranks one page for a cluster of 200-2,000 keywords; target the topic, not the keyword.

Two-Sided AI Adoption

Pair top-down executive buy-in with a bottom-up tiger team of excited power users.

Vertical Unbundling Criteria

Only carve a vertical out of a horizontal marketplace if it has high value or frequency and a self-contained network