You should be selling. I don’t mean running drip campaigns. I don’t mean running ads. I don’t mean pitching. I mean authentic, meaningful, organic selling. You should talk to the people you want to be your customers and go deep. Find their objections. Find the thing that sparks excitement. Don’t settle for “that sounds useful” - that’s a bullshit phrase that means your idea is garbage. Find a new customer or find a new idea. Find the customer where it clicks, the partnership and excitement is there, and they represent your early TAM. That is selling.

The recognition was we were relying too much on “data” - analytics - and enterprise conversations. They were the easy solutions. Both are easy access. Both are wrong in our case.

I didn’t actually connect that what I was doing early days at Sentry was sales. I was hanging out at conferences, sharing my opinions, sharing beers with my peers. I was giving presentations talking about how we approached Open Source or how I glued some of our database infrastructure together. I didn’t connect it to sales because I wasn’t shilling bullshit. I was selling my values, my beliefs, my expertise. At the same time I was validating and improving Sentry in these organic conversations.

sales and marketing are not the solution to your problem - just the same way as abstract analytics aren’t going to tell you why a feature doesn’t have engagement.

It’s up to the product team - PMs, engineers, designers - to do the selling, to go deep, to be critical, and to sell the product until it sells itself. Your account reps will assist when you get there, but they’re not going to get you to PmF.

tl;dr Product-market fit isn’t about revenue or analytics It’s about customers selling your product for you You can’t outsource finding it to sales or marketing Focus on your true ICP, even if it means building something that won’t scale initially

I find myself rethinking "minimum". Instead of asking, What's the least we can do to launch? I'm asking, What's the least we can do to make people love this?

Half-baked functionality is not enough in an age where AI accelerates the product development lifecycle—people want experiences that feel intuitive, engaging, and yes, delightful.

Sometimes, it's the smallest things—a clever animation, seamless usability, or a thoughtful touch—that leave a lasting impression. An MDP isn't about perfection; it's about ensuring even the simplest version of a product creates joy. In a world of endless options, delight isn't a bonus; it's a competitive advantage.

We take the hyperlink for granted now, but this changed the form of humanity’s recorded information and texts from long, linear sequences to a graph, through which readers can take any path they choose.

Little glimpses in modern OSs are almost always welcome surprises: the contact card you can open from a messages chat; the meeting link in a calendar event; or even simply linking to a webpage from an email, or a document hosted online. Most recently, Apple added reminders to the calendar: if you set a date or time on a reminder in the Reminders app, you’ll also see it in your calendar on the correct date or at the correct time, where you can mark it as complete without switching apps. When things are nicely integrated across apps, it often feels like magic — but only because we’ve structured operating systems in such a way that each individual integration across apps must be custom-built for each case. For an OS that supports deep linking of all its things, such integrations would be an inherent aspect of its design.

Then find a designer who is a thinker, who has product, customer, and business sense and has the ability to create work for the problem at hand (not just emulate visual trends or other companies). This isn’t a unicorn — this is what good design is.

Most conspicuous, in my experience, is the way that retailers have responded. It’s not just CVS; coffee shops seem to have gotten more hostile and less welcoming. This is, I suspect, because they are dealing with people who steal, cause a ruckus, or shoot up in the bathroom—disorderly behaviors that they have to deter before they cost them customers.

I increasingly think this is a more general phenomenon. Disorder is not measured like crime—there is no system for aggregating measures of disorder across cities. But if you look for the signs, they are there. Retail theft, though hard to measure, has grown bad enough that major retailers now lock up their wares in many cities. The unsheltered homeless population has risen sharply. People seem to be controlling their dogs less. Road deaths have risen, even as vehicle miles driven declined, suggesting people are driving more irresponsibly. Public drug use in cities from San Francisco to Philadelphia has gotten bad enough to prompt crack-downs.

Cities’ comparative advantage is agglomeration and network effects: concentrating people in one place can create innovation that yields ore than linear returns. But that only is possible if people have shared public spaces in which to interact. Community life, of the sort that makes cities worth living in, is harder to live in the presence of disorder.

A large share of disorder is generated by a small number of people and places—one drunk or one vacant lot, one uncontrolled bar or one guy shouting on the street, can ruin the whole experience for everyone else. Identifying these problem places and people, and remediating them—not exclusively through the criminal justice system—can bring disorder under control.

Some people are great at giving gifts. The kinds of gifts that dig into your soul and make you feel seen. I'm trying to become one of those people

Simon conspired with a friend who owns a 3D printer and designed and created a little desktop bear that can hold all of the nice things people have written about Bear. He then wrote each of these entries by hand (suffering only minor carpel tunnel) on sticky notes which the bear now carries like a human bear directional.

These are the kinds of gifts I want to learn how to give. Ones that make the receiver feel like they've been listened to and understood. That don't cost much money but are priceless at the same time.

It's crazy how so much industry conf content is an ad these days. Ads obfuscate and conflate truth and opinion.

This is why events like Handmade Seattle or Strange Loop get so much love. They are about technology and people and values, not tools and companies.

When I write a talk, I almost always just want you to walk away thinking about the technology you create as an instrument for advancing your values, and a lens through which to view the world with those values.

if I do my job right, you won't go back and use the library I talked about, or whatever. You'll think about the values you're advancing when you build your technology, and think about the perspective it reveals to its users and audiences.

Things seemed to go well at the beginning. Due to the pandemic and the objective challenges of the traditional Brick & Mortar business, the business operated by Nike Direct (the business unit in charge of DTC) was flying and justifying the important strategic decisions of the CEO. Then, once normality came back, things slowly but regularly, quarter by quarter, showed that the separation line between being ambitious or being wrong was very thin.

In 6 months, hundreds of colleagues were fired and together with them Nike lost a solid process and thousands of years of experience and expertise in running, football, basketball, fitness, training, sportwear, etc., built in decades of footwear leadership (and apparel too). Product engine became gender led: women, men, and kids (like Zara, GAP, H&M or any other generic fashion brand).

Consumers are not so elastic as some business leaders think or hope. And consumers are not so loyal as some business leaders think or hope. So, what happened? Simple. Many consumers - mainly occasional buyers - did not follow Nike (surprise, surprise) but continued shopping where they were shopping before the decision of the CEO and the President of the Brand. So, once they could not find Nike sneakers in “their” stores – because Nike wasn’t serving those stores any longer -, they simply opted for other brands.

Until late 2010s, Nike had been on a total offense mode (being #1 in every market, in every category, in every product BU, basically in every dimension), a sort of military occupation of the marketplace and a huge problem for competitors that did not know how to react under such a domination. The strategic focus was only one: win anywhere. The new strategy determined the end of the marketplace occupation. Nike opened unexpected spaces to competitors, small, medium, or large brands (with exception of the company based in Herzogenaurach, that – as they usually do - copied and pasted the Nike strategy and executed it in a milder format).

One of the empiric laws of business says that online, the main lever of competition is “price” (as the organic consumer funnel is built on price comparison). The proverbial ability of Nike to leverage the power of the brand to sell sneakers at 200$ began to be threatened by the online appetite for discounts and the search for a definitive solution to the inventory issue. Gross margin – because of that – instead of growing due to the growth of DTC business, showed a rapid decline due to a never-ending promotional attitude on Nike.com

Nike has been built for 50 years on a very simple foundation: brand, product, and marketplace. The DC Investment model, since Nike became a public company, has been always the same: invest at least one tenth of the revenues in demand creation and sports marketing. The brand model has been very simple as well: focus on innovation and inspiration, creativity and storytelling based on athletes-products synergy, leveraging the power of the emotions that sport can create, trying to inspire a growing number of athletes* (*if you have a body, you are an athlete) to play sport. That’s what made Nike the Nike we used to know, love, admire, professionally and emotionally.

What happened in 2020? Well, the brand team shifted from brand marketing to digital marketing and from brand enhancing to sales activation.

shift from CREATE DEMAND to SERVE AND RETAIN DEMAND, that meant that most of the investment were directed to those who were already Nike consumers

as of 2021, to drive traffic to Nike.com, Nike started investing in programmatic adv and performance marketing the double or more of the share of resources usually invested in the other brand activities

the former CMO was ignoring the growing academic literature around the inefficiencies of investment in performance marketing/programmatic advertising, due to frauds, rising costs of mediators and declining consumer response to those activities.

Because of that, Nike invested a material amount of dollars (billions) into something that was less effective but easier to be measured vs something that was more effective but less easy to be measured.

To feed the digital marketing ecosystem, one of the historic functions of the marketing team (brand communications) was “de facto” absorbed and marginalized by the brand design team, which took the leadership in marketing content production (together with the mar-tech “scientists”). Nike didn’t need brand creativity anymore, just a polished and never stopping supply chain of branded stuff.

He made “Nike.com” the center of everything and diverted focus and dollars to it. Due to all of that, Nike hasn’t made a history making brand campaign since 2018, as the Brand organization had to become a huge sales activation machine.

I believe everyone could benefit from a personal website. Its form encourages you to look inward, whereas every social platform on the internet encourages you to look outward. A personal website has affordances which encourage you to create something that you couldn’t otherwise create anywhere else, like YouTube or Reddit or Facebook or Twitter or even Mastodon. Why? Because the context of those environments is outward looking. It’s not personal, but social. The medium shapes the message.

Additionally, a personal website and a social platform are two different environments: one I’ve cultivated, the other I’ve been granted.

Like dancing or singing, you don’t have to be skilled to do them. Personal websites should be the same. They’re for everyone. Like dancing and singing, their expression can be as varied as every individual human.

The idea of research as leisure activity has stayed with me because it seems to describe a kind of intellectual inquiry that comes from idiosyncratic passion and interest. It’s not about the formal credentials. It’s fundamentally about play. It seems to describe a life where it’s just fun to be reading, learning, writing, and collaborating on ideas.

Research as a leisure activity includes the qualities I described above: a desire to ask and answer questions, a commitment to evidence, an understanding of what already exists, an output, a certain degree of contemporary relevance, and a community. But it also involves the following qualities

Research as leisure activity is directed by passions and instincts. It’s fundamentally very personal: What are you interested in now? It’s fine, and maybe even better, if the topic isn’t explicitly intellectual or academic in nature. And if one topic leads you to another topic that seems totally unrelated, that’s something to get excited about—not fearful of. It’s a style of research that is well-suited for people okay with being dilettantes, who are comfortable with an idiosyncratic, non-comprehensive education in a particular domain.

Who is doing this kind of research as leisure activity? Artists, often. To return to the site that originally inspired this post—I’d say that the artist/designer/educator Laurel Schwulst uses Are.na to develop and refine particular themes, directions, topics of inquiry…some of which become artworks or essays or classes that she teaches.

People who read widely and attentively—and then publish the results of their reading—are also arguably performing research as a leisure activity. Maria Popova, who started writing a blog in 2006—now called The Marginalian—which collects her reading across literature, philosophy, psychology, the sciences. Her blog feels like leisurely research, to me, because it’s an accumulation of curious, semi-directed reading, which over time build up into a dense network of references and ideas—supported by previous reading, and enriched by her own commentary and links to similar ideas by other thinkers.

pretty much every writer, essayist, “cultural critic,” etc—especially someone who’s writing more as a vocation than a profession—has research as their leisure activity. What they do for pleasure (reading books, seeing films, listening to music) shades naturally and inevitably into what they want to write about, and the things they consume for leisure end up incorporated into some written work.

What’s also striking to me is that autodidacts often begin with some very tiny topic, and through researching that topic, they end up telescoping out into bigger-picture concerns. When research is your leisure activity, you’ll end up making connections between your existing interests and new ideas or topics. Everything gets pulled into the orbit of your intellectual curiosity. You can go deeper and deeper into a narrow topic, one that seems fascinatingly trivial and end up learning about the big topics: gender, culture, economics, nationalism, colonialism. It’s why fashion writers end up writing about the history of gender identity (through writing about masculine/feminine clothing) and cross-cultural exchange (through writing about cultural appropriation and styles borrowed from other times and places) and historical trade networks (through writing about where textiles come from).

Established publishers seeking relief from the whims of social-media platforms and a brutal advertising environment found in product recommendations steady growth and receptive audiences, especially as e-commerce became a more dominant mode of shopping. Today, these businesses are materially significant — in a 2023 survey, 41 percent of surveyed media companies said that e-commerce accounted for more than a fifth of their revenue, which few can afford to lose. It is a relatively new way in which publishers have become reacquainted — after social-media traffic disappeared and “pivots to video” completed their rotations — with queasy feelings of dependence on massive tech companies, from Facebook and Google to Amazon and, well, Google.

Time magazine announced a brand called Time Stamped, “a project to make perplexing choices less perplexing by supplying our readers with trusted reviews and common sense information,” with “a rigorous process for testing products, analyzing companies,” and making recommendations. In early 2024, the Associated Press announced its own recommendation site, AP Buyline, as an “initiative designed to simplify complex consumer-made decisions by providing its audience with reliable evaluations and straightforward insights,” based on “a thorough method of testing items, evaluating companies and suggesting choices.” Both sites currently recommend money-related products and services, including credit cards, debt-consolidation loans, and insurance policies, categories that can command very high commissions; the AP reportedly plans to expand to home products, beauty, and fashion this month.

Time Stamped and AP Buyline share strikingly similar designs, layouts, and sensibilities. Their content is broadly informative but timid about making strong judgments or comparisons — an AP Buyline article about “The Best Capital One Credit Cards for 2024” heartily recommends nine of them. The writer credited for the article can also be found on Time Stamped writing about Chase credit cards, banks, and rental-car insurance. On both sites, if you look for it, you’ll also find a similar disclaimer. For Time: The information presented here is created independently from the TIME editorial staff. For the AP: AP Buyline’s content is created independently of The Associated Press newsroom. By independently, both companies mean that their product-recommendation sites are operated by a company called Taboola.

Over the years, Taboola, which is best understood as an advertising company, became a major player in affiliate marketing, too, through its acquisition of Skimlinks, a popular service for adding affiliate tags to content. In 2023, it started pitching a product called Taboola Turnkey Commerce, which claims to offer the benefits of starting a product-recommendation sub-brand minus the hassle of actually building an operation.

As her site has disappeared from view on Google, Navarro has been keeping an eye on popular search terms to see what’s showing up in its place. Legacy publishers seem to be part of Google’s plan, but a recent emphasis on what the company calls “perspectives” could also be in play. Reddit content is getting high placement as it contains a lot of conversations about products from actual customers and users. As its visibility in Google has increased, though, so has the prevalence of search-adjacent Reddit spam. Since the update has started rolling out, Navarro says, she has “seen a lot of generic review sites” getting ranked with credible-sounding names, .org domains, and content ripped straight from Amazon reviews.

“You can search all day and learn nothing,” she says. “It’s like trying to find information inside of Walmart.”

For now, Navarro is unimpressed with these AI experiments. “It’s just shut-up-and-buy,” she says — if you’re doing this search in the first place, you’re probably looking for a bit more information. In its emphasis on aggregation, its reliance on outside sources of authority, and its preference for positive comparison and recommendation over criticism, it also feels familiar: “Google is the affiliate site now.”

My biggest benefit from writing my own tool set is that I can build the tools that exactly conform to my workflows, rather than constructing my workflows around the tools available to me. This means the tools can truly be an extension of the way my brain thinks and organizes information about the world around me.

I think it’s easy to underestimate the extent to which our tools can constrain our thinking, if the way they work goes against the way we work. Conversely, great tools that parallel our minds can multiply our creativity and productivity, by removing the invisible friction of translating between our mental models and the models around which the tools are built.

I don’t think everyone needs to go out and build their own productivity tools from the ground-up. But I do think that it’s important to think of the tools you use to organize your life as extensions of your mind and yourself, rather than trivial utilities to fill the gaps in your life.

In many places, the experience of taking transit is one of being “processed” or fed through a giant industrial machine. For those cities that manage to make travelling through them joyful and exciting, there’s something special that goes beyond transportation — a sense of care and functioning that even the fastest, most frequent train can’t replace.

Stations in Japan are rarely very fancy, but they feel chaotic in a good way. In New York City, the chaos of the subway is downstream of the rats, litter, mysterious liquids dripping onto the platforms, and worn concrete and steel. Japanese train and subway stations, while they often feel very old, are almost all well-lit, and filled with clearly modern touches, from bright tactile wayfinding, to the glossy plastic of newly-installed platform gates that let you get close, but not too close to the trains.

Much like in London the announcements on trains in Japan are pleasant and sound happy, but even better – transit systems are often filled with musical tunes, announcing arriving trains, or the current station. Instead of just the sound of waiting passengers and wheels sliding across ribbons of steel you actually have gentle tunes.

if you just think about the business model of the internet as — there’s a box that you can upload some content into, and then there’s an algorithm between you and an audience, and some audience will find the stuff you put in the box, and then you put an infinity amount of stuff into the box, all of that breaks.

more and more of the stuff that you consume is designed around pushing you towards a transaction. That’s weird. I think there’s a vast amount of white space in the culture for things that are not directly transactable.

We constantly ask huge amounts of the population to do things that are very rote. Keep inputting this data on forms, keep filling out this tax form. Some lawyers arguing for the Supreme Court, a lot of them just write up various contracts. And that’s a good job in the sense that it pays well, it’s inside work, but it doesn’t ask you to be that full of a human being.

I think a lot of organizations are not set up for a lot of people to use judgment and discernment. They treat a lot of people like machines, and they don’t want them doing things that are complicated and step out of line and poke at the assumptions in the Excel doc. They want the Excel doc ported over without any mistakes.

I think a lot of organizations are not set up for a lot of people to use judgment and discernment. They treat a lot of people like machines, and they don’t want them doing things that are complicated and step out of line and poke at the assumptions in the Excel doc.

I distinctly remember life before computers. It’s an experience that I had quite viscerally. And that shapes my view of these tools. It shapes my view of these companies. Well, there’s a huge generation now that only grew up in this way. There’s a teenage generation right now that is only growing up in this way. And I think their natural inclination is to say, well, this sucks. I want my own thing. I want my own system of consuming information. I want my own brands and institutions.And I don’t think that these big platforms are ready for that moment. I think that they think they can constantly be information monopolies while they are fending off A.I.-generated content from their own A.I. systems. So somewhere in there all of this stuff does break. And the optimism that you are sensing from me is, well, hopefully we build some stuff that does not have these huge dependencies on platform companies that have no interest at the end of the line except a transaction.

these models in their most reductive essence are just statistical representations of the past. They are not great at new ideas.And I think that the power of human beings sort of having new ideas all the time, that’s the thing that the platforms won’t be able to find. That’s why the platforms feel old. Social platforms like enter a decay state where everyone’s making the same thing all the time. It’s because we’ve optimized for the distribution, and people get bored and that boredom actually drives much more of the culture than anyone will give that credit to, especially an A.I. developer who can only look backwards.

the idea is, in my mind at least, that those people who curate the internet, who have a point of view, who have a beginning and middle, and an end to the story they’re trying to tell all the time about the culture we’re in or the politics we’re in or whatever. They will actually become the centers of attention and you cannot replace that with A.I. You cannot replace that curatorial function or that guiding function that we’ve always looked to other individuals to do.

I think as the flood of A.I. comes to our distribution networks, the value of having a powerful individual who curates things for people, combined with a powerful institution who protects their integrity actually will go up. I don’t think that’s going to go down.

Cities are commonly mapped and surveilled like the internet, said to be made up of “networks” and clusters of “users.”

A City Is Not a Tree can provide us with some answers. As Alexander argued almost 60 years ago, our minds are inclined to categorize the world as a tree, but an organic society and city actually resembles a semilattice. And just like with a city, organizing the internet like a tree stifles it completely.

The internet hasn’t become a tree, but there are certainly those who would like it to resemble one. Both leading tech platforms and governments believe themselves to be capable of containing information and separating its parts. The process started in earnest after the Arab Spring (2010-2012), when it became clear that online activity could produce shocks with real-world consequences. A growing pessimism about technology in the hands of the public developed at the top, as the interests of both “public safety” and profit converged to more deliberately plan the internet and mediate its branches. Simply put, complex systems are easier to surveil when information is neatly siloed into branches. It also simplifies data collection for advertisers.

Overlap on the internet is made possible through search and indexing which has, in almost all cases, badly declined.28 Google, as the leading indexer, has been the prime target of enshittification despite its market dominance increasing.29 Additionally, most platforms are walled gardens that are not easily searchable, their content only being found because it was reposted in another walled garden. Platforms have an interest in making sure users stay in their domain as much as possible. This makes overlap especially difficult by design, and so much of the internet now exists as islands on the periphery as a result. Effectively, that which would make a semilattice of the internet dynamic and alive is being dismantled.

Like a city, the internet is a receptacle for life, and how it organizes itself has consequences for the psychological well-being of its users.

Maybe one frame is through taking control of your own personal development and learning: after all “learning is the one thing your employer can’t take away from you”

Over the years we’ve seen the rise of bro-etry and cringe “thought leadership” and crying CEOs. When I scroll my feed I have to sidestep the clearly threadboi and #personalbrand engagement-farming posts and try and focus on the real content.

Networking is useful, but distasteful to many. Instead, participating in self-directed learning communities is networking

“Don’t become a marketing manager, become someone who knows how to run user research”

Muse as a brand and a product represented something aspirational. People want to be deeper thinkers, to be more strategic, and to use cool, status-quo challenging software made by small passionate teams. These kinds of aspirations are easier to indulge in times of plenty. But once you're getting laid off from your high-paying tech job, or struggling to raise your next financing round, or scrambling to protect your kids' college fund from runaway inflation and uncertain markets... I guess you don't have time to be excited about cool demos on Twitter and thoughtful podcasts on product design.

I’d speculate that another factor is the half-life of cool new productivity software. Evernote, Slack, Notion, Roam, Craft, and many others seem to get pretty far on community excitement for their first few years. After that, I think you have to be left with software that serves a deep and hard-to-replace purpose in people’s lives. Muse got there for a few thousand people, but the economics of prosumer software means that just isn’t enough. You need tens of thousands, hundreds of thousands, to make the cost of development sustainable.

We envisioned Muse as the perfect combination of the freeform elements of a whiteboard, the structured text-heavy style of Notion or Google Docs, and the sense of place you get from a “virtual office” ala group chat. As a way to asynchronously trade ideas and inspiration, sketch out project ideas, and explore possibilities, the multiplayer Muse experience is, in my honest opinion, unparalleled for small creative teams working remotely.

But friction began almost immediately. The team lead or organizer was usually the one bringing Muse to the team, and they were already a fan of its approach. But the other team members are generally a little annoyed to have to learn any new tool, and Muse’s steeper learning curve only made that worse. Those team members would push the problem back to the team lead, treating them as customer support (rather than contacting us directly for help). The team lead often felt like too much of the burden of pushing Muse adoption was on their shoulders. This was in addition to the obvious product gaps, like: no support for the web or Windows; minimal or no integration with other key tools like Notion and Google Docs; and no permissions or support for multiple workspaces. Had we raised $10M back during the cash party of 2020–2021, we could have hired the 15+ person team that would have been necessary to build all of that. But with only seven people (we had added two more people to the team in 2021–2022), it just wasn’t feasible.

We neither focused on a particular vertical (academics, designers, authors...) or a narrow use case (PDF reading/annotation, collaborative whiteboarding, design sketching...). That meant we were always spread pretty thin in terms of feature development, and marketing was difficult even over and above the problem of explaining canvas software and digital thinking tools.

being general-purpose was in its blood from birth. Part of it was maker's hubris: don't we always dream of general-purpose tools that will be everything to everyone? And part of it was that it's truly the case that Muse excels at the ability to combine together so many different related knowledge tasks and media types into a single, minimal, powerful canvas. Not sure what I would do differently here, even with the benefit of hindsight.

Muse built a lot of its reputation on being principled, but we were maybe too cautious to do the mercenary things that help you succeed. A good example here is asking users for ratings; I felt like this was not to user benefit and distracting when the user is trying to use your app. Our App Store rating was on the low side (~3.9 stars) for most of our existence. When we finally added the standard prompt-for-rating dialog, it instantly shot up to ~4.7 stars. This was a small example of being too principled about doing good for the user, and not thinking about what would benefit our business.

Growing the team slowly was a delight. At several previous ventures, I've onboard people in the hiring-is-job-one environment of a growth startup. At Muse, we started with three founders and then hired roughly one person per year. This was absolutely fantastic for being able to really take our time to find the perfect person for the role, and then for that person to have tons of time to onboard and find their footing on the team before anyone new showed up. The resulting team was the best I've ever worked on, with minimal deadweight or emotional baggage.

ultimately your product does have to have some web presence. My biggest regret is not building a simple share-to-web function early on, which could have created some virality and a great deal of utility for users as well.

In terms of development speed, quality of the resulting product, hardware integration, and a million other things: native app development wins.

After decades working in product development, being on the marketing/brand/growth/storytelling side was a huge personal challenge for me. But I feel like I managed to grow into the role and find my own approach (podcasting, demo videos, etc) to create a beacon to attract potential customers to our product.

when it comes time for an individual or a team to sit down and sketch out the beginnings of a new business, a new book, a new piece of art—this almost never happens at a computer. Or if it does, it’s a cobbled-together collection of tools like Google Docs and Zoom which aren’t really made for this critical part of the creative lifecycle.

any given business will find a small number of highly-effective channels, and the rest don't matter. For Heroku, that was attending developer conferences and getting blog posts on Hacker News. For another business it might be YouTube influencer sponsorships and print ads in a niche magazine. So I set about systematically testing many channels.

The life of an optimist is hard but exciting. Pessimism is easy because it costs nothing. Optimism is hard because it must be constantly reaffirmed.

Dreams are delicate and easy to destroy. When an idea presents itself, try to imagine the best version of it — what would make this idea great?

Pessimism and optimism share a trait: both are self-fulfilling. Your intention influences the outcome. Call it karma or, simply, effort.