Manchester United Tickets
Verified Man Utd tickets
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FounderPlaybooks.
What other founders did to grow.
2722 dispatches from hundreds of founders, pulled from the week's best podcasts.
I had a certain level of credibility on Twitter because I had been out there building in public for a few months or maybe a few years at that point. I also think I managed to build enough hype prior to this product before I even built the product.
Stack Years Of Build-In-Public Credibility So Launch Day Converts Without Pitching
Lewis credits sustained months and years of Twitter build-in-public as the reason his 12-hour MVP got paying customers immediately. The audience was already conditioned to trust him, so launch day was a conversion event, not a cold pitch. Audience capital compounds even when no specific product exists yet.
The most expensive lead to acquire is casual fitness and everybody in the world is advertising to that person. If I'm attracting a lot of folks with that persona, they're not going to convert and the economics are going to break. We had to figure out how do we get dialed in on getting to the right user.
Target 'already working out' users, not casual fitness — wrong ICP breaks your economics
Ladder's early paid spend failure came from targeting the wrong ICP: casual fitness users who responded to motivational creative but had no urgency to subscribe. Stewart identified 'already working out' users as the high-converting segment and redesigned the quiz, the creative, and the pixel signals to filter for this audience. Paid economics only work when the ICP is specific enough that creative can credibly address their exact problem.
There's a play for whatever you're stuck on.
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