Lenny's Podcast: Product | Growth | Career

Lenny Rachitsky

Lenny Rachitsky interviews world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help you build, launch, and grow your own product.

www.lennysnewsletter.com

Start Here
How to be the best coach to product people | Petra Wille (Strong Product People)
2d ago
How to be the best coach to product people | Petra Wille (Strong Product People)
Petra Wille is an independent product leadership coach who’s been helping product teams expand their skill sets since 2013. She’s also the author of Strong Product People, which she published in 2021. Alongside her freelance work, Petra curates and co-organizes Mind The Product Engage Hamburg. She started her career as a software developer and in 2008 went to work at Xing, a German social media site, where she learned from two incredible product leaders: Marty Cagan and Jason Goldberg. In today’s podcast, we talk about Petra’s book, and how to help your team grow as a product leader. Petra also shares how to improve your storytelling skills, get better at public speaking, and why community is so important for product managers.—Find the full transcript here: to find Petra Wille:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Flatfile: Mixpanel: AssemblyAI: PMwheel framework: Marty Cagan’s assessment: PM Daisy: The Eisenhower matrix for prioritization: Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value: Mochary Method Curriculum: Matt Mochary on Lenny’s podcast: Hans Rosling’s Ted talks: Sarah Kay: If I should have a daughter: Nobody Wants to Read Your Sh*t: Why That is and What You Can Do About It: Selling the Dream: Nancy Duarte’s website: The 72 Rules of Storytelling: The Art of Thinking Clearly: Outcomes Over Output: Martin Erickson’s Decision Stack: Present Yourself Kickstarter: The Product Experience podcast: Product podcast in German: Watch New Amsterdam on Peacock: Harvest bookkeeping and time tracking: Qanto: this episode, we cover:(03:35) Petra’s background(05:51) The things leaders of product teams don’t always understand(09:33) Why Petra wrote the book Strong Product People to help managers of product teams (11:21) The five ingredient coaching method(17:00) Why Petra usually recommends starting coaching with a development plan(19:31) Why weekly time should be carved out for ‘people development’(21:16) How to define a competent PM in your organization and tools to help you(24:06) Petra’s PM Wheel and how she developed it(27:36) Other info product leads will find useful in Petra’s book(30:46) Tips for coaching your team(35:17) How to improve your storytelling(40:56) How to get better at public speaking(44:45) Why it’s important to develop good storytelling and public speaking skills (53:36) The importance of a community of practice for product people(56:14) Why people tend to stick around when they are supported and growing in a community(57:53) What to look for in a community(1:06:48) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
How to be the best coach to product people | Petra Wille (Strong Product People)
2d ago
How to be the best coach to product people | Petra Wille (Strong Product People)
Petra Wille is an independent product leadership coach who’s been helping product teams expand their skill sets since 2013. She’s also the author of Strong Product People, which she published in 2021. Alongside her freelance work, Petra curates and co-organizes Mind The Product Engage Hamburg. She started her career as a software developer and in 2008 went to work at Xing, a German social media site, where she learned from two incredible product leaders: Marty Cagan and Jason Goldberg. In today’s podcast, we talk about Petra’s book, and how to help your team grow as a product leader. Petra also shares how to improve your storytelling skills, get better at public speaking, and why community is so important for product managers.—Find the full transcript here: to find Petra Wille:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Flatfile: Mixpanel: AssemblyAI: PMwheel framework: Marty Cagan’s assessment: PM Daisy: The Eisenhower matrix for prioritization: Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value: Mochary Method Curriculum: Matt Mochary on Lenny’s podcast: Hans Rosling’s Ted talks: Sarah Kay: If I should have a daughter: Nobody Wants to Read Your Sh*t: Why That is and What You Can Do About It: Selling the Dream: Nancy Duarte’s website: The 72 Rules of Storytelling: The Art of Thinking Clearly: Outcomes Over Output: Martin Erickson’s Decision Stack: Present Yourself Kickstarter: The Product Experience podcast: Product podcast in German: Watch New Amsterdam on Peacock: Harvest bookkeeping and time tracking: Qanto: this episode, we cover:(03:35) Petra’s background(05:51) The things leaders of product teams don’t always understand(09:33) Why Petra wrote the book Strong Product People to help managers of product teams (11:21) The five ingredient coaching method(17:00) Why Petra usually recommends starting coaching with a development plan(19:31) Why weekly time should be carved out for ‘people development’(21:16) How to define a competent PM in your organization and tools to help you(24:06) Petra’s PM Wheel and how she developed it(27:36) Other info product leads will find useful in Petra’s book(30:46) Tips for coaching your team(35:17) How to improve your storytelling(40:56) How to get better at public speaking(44:45) Why it’s important to develop good storytelling and public speaking skills (53:36) The importance of a community of practice for product people(56:14) Why people tend to stick around when they are supported and growing in a community(57:53) What to look for in a community(1:06:48) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
What it takes to become a top 1% PM | Ian McAllister (Uber, Amazon, Airbnb)
Nov 20 2022
What it takes to become a top 1% PM | Ian McAllister (Uber, Amazon, Airbnb)
Ian McAllister is the Senior Director of Product for Vehicles at Uber. Before moving to Uber, Ian spent over a decade directing teams at Amazon, where he created and led Amazon Smile. He was also Director of Product Management at Airbnb, where I was lucky enough to have worked alongside him. In today’s episode, we discuss Ian’s famous document about the essential attributes of the top 1% of product managers. Ian outlines the most important skills to focus on for entry-level PMs and how to broaden your experience and diversify skills as you move up the ladder. He also shares what he learned working with Jeff Wilke, Jeff Bezos, and other leaders at Amazon, and goes in depth on Amazon’s working-backwards framework. —Find the full transcript here: to find Ian McAllister:• Newsletter: Twitter: LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Mixpanel: Athletic Greens: AssemblyAI: What distinguishes the top 1% of product managers from the top 10%, on Substack: What distinguishes the top 1% of product managers from the top 10%, on Quora: Amazon’s working-backwards method: Jeff Wilke on Twitter: Getting Real: The Smarter, Faster, Easier Way to Build a Successful Web Application: Wool (Wool trilogy #1): Energy and Civilization: A History: How I Built This podcast: EV News Daily podcast: Yellowstone on Peacock: Everything Everywhere All at Once on Showtime: Gibson Biddle’s website: Gibson Biddle on Lenny’s Podcast: Gibson Biddle’s Ask Gib newsletter: this episode, we cover:(03:54) What Ian expected from his initial post on product management(05:30) How the post impacted Ian’s career(07:06) How writing can help you crystallize your thoughts(08:26) Ian’s background(10:57) Attributes of the top 1% of PMs(14:32) The top three skills for new PMs to perfect(20:32) Tips on strengthening communication and prioritization(23:06) How to level up as a PM(26:37) What kind of impact should new PMs expect to make?(29:36) How to broaden your view and think big(33:06) How to earn the trust of others(34:30) How Ian could have done more to earn trust at Airbnb(37:27) Why people tend to stick around Amazon for a while (39:53) What Ian learned from Bezos and Wilke(46:38) How teams get working backwards wrong(53:51) The two parts of working backwards and how Ian utilizes it at Uber(58:57) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Leaving big tech to build the #1 technology newsletter | Gergely Orosz (The Pragmatic Engineer)
Nov 17 2022
Leaving big tech to build the #1 technology newsletter | Gergely Orosz (The Pragmatic Engineer)
Gergely Orosz writes the #1 technology newsletter at Substack, called The Pragmatic Engineer. He started his career as a software developer in the U.K., spent three years at Skype, and followed that role with four years as an engineering manager at Uber before deciding to leave big tech and work for himself. Gergely began pursuing his newsletter full-time in September 2021 and in just one year has amassed 200,000 subscribers. He now makes more money than he did at his salaried tech job, and with freedom and flexibility. In today’s podcast, Gergely shares why he left his well-paying job at Uber, how he got his first 1,000 subscribers, why this kind of work can be stressful and lonely (but ultimately rewarding), and why it takes hard work to build authority and become a great writer. Working solo can be challenging, and in this episode, both Lenny and Gergely offer tips for structuring your unstructured time and finding your focus.—Find the full transcript here: to find Gergely Orosz:• Website: Newsletter:  Twitter: LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Lemon.io: Eppo: Vanta: Gergely’s books: Centered: The Pomodoro technique: Coding Horror: How to Achieve Ultimate Blog Success in One Easy Step: A Comment Is an Invitation for Refactoring: Kent Beck’s website: Steve Yegge’s famous rant on Google vs. Amazon: Stevey’s Tech Talk: this episode, we cover:(04:32) Gergely’s background(07:19) The Pragmatic Engineer, growth and current subscribers (08:59) Compensation with a subscription-based newsletter vs. his salaried position at Uber(10:55) How the onset of Covid and layoffs at Uber prompted Gergely to start his newsletter(23:10) What he did immediately after leaving Uber(25:41) The day-to-day of writing a newsletter(35:08) Tips for productivity(41:19) Gergely’s favorite parts of entrepreneurship (43:15) The downsides of solo work(50:39) Why Gergely stopped making long-term plans(54:30) How to get started writing a newsletter(1:04:48) Key advice on building a successful newsletter—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
An inside look at how the New York Times builds product | Alex Hardiman (CPO at The New York Times)
Nov 13 2022
An inside look at how the New York Times builds product | Alex Hardiman (CPO at The New York Times)
Alex Hardiman is Chief Product Officer at the New York Times, where she oversees the company’s news, cooking, games, audio and advertising products. Previously, Alex was Chief Business & Product Officer at The Atlantic, and before that she was Head of News Products at Facebook. We discuss how engineers and product people work with writers to create impactful stories, how teams build the incredible visualizations and experiences for NYTimes.com, how product teams are structured within the New York Times, and the good and bad about working at a company like the New York Times versus a FAANG tech company. We also talk about the details behind the New York Times’s acquisition of Wordle and uncover what the Times is dreaming up for its product over the next 10 years.—Find the full transcript here: to find Alex Hardiman:• Twitter: LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Miro: Athletic Greens: Vanta: Jodi Kantor: Wordle: Wordle Is a Love Story: Josh Wardle on Twitter: Eric Kim’s recipes: Wirecutter: Framing Britney Spears: Hard Fork podcast: High Growth Handbook: Scaling Startups from 10 to 10,000 People: An Elegant Puzzle: Systems of Engineering Management: The Revolt of the Public and the Crisis of Authority in the New Millennium: Giovanni’s Room: The Daily podcast: The Wire on HBO: Google Workspace: Slack: slack.com• Figma: figma.com• Mode: GitHub: Fidji Simo on LinkedIn: this episode, we cover:(04:48) Alex’s background(07:37) How Alex fought disinformation on the news team at Facebook (11:11) How some product people thrive in chaos(14:13) Alex’s return to the New York Times(16:22) What product means at the New York Times(20:42) How the product team at the New York Times is structured(26:20) How the New York Times makes stories come alive with balanced creative and technical teams(33:15) The acquisition of Wordle (42:00) What it was like to work at the New York Times during the onset of Covid(47:11) How to avoid burnout on a product team(49:26) How the New York Times has set itself apart with its subscription package(52:21) How the New York Times’s products are rooted in helping in the real world(52:54) Lenny’s tips for improving Wirecutter(53:36) The differences and similarities on product teams in a news organization(59:58) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
How to fire people with grace, work through fear, and nurture innovation | Matt Mochary (CEO coach)
Nov 10 2022
How to fire people with grace, work through fear, and nurture innovation | Matt Mochary (CEO coach)
Matt Mochary, CEO of Mochary Method, is a full-time executive coach who has worked with some of the biggest names in tech and finance, including investor Naval Ravikant and the CEOs of Notion, OpenAI, Coinbase, Reddit, and many others. In today’s podcast, we talk about the skill of firing people, why it’s so important, and Matt’s framework for approaching layoffs. We go deep on recognizing emotions like anger and fear, and what to pay attention to when you feel angry or fearful. He also shares how to build new products within a larger company, important tips on how to make sure everyone in the organization feels valued and heard, carving out time for your top goal, and how an energy audit can help you eliminate tasks that are draining your energy.—Find the full transcript here: to find Matt Mochary:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• AssemblyAI: Lemon.io: Vanta: The Great CEO Within: The Tactical Guide to Company Building: Mochary Method: Leo Polovets on Twitter: High Output Management: The Hard Thing About Hard Things: Building a Business when There Are No Easy Answers: Andrej Karpathy on Lex Fridman’s podcast: Wei Deng on LinkedIn: Free Solo: Ryan Hoover on Twitter: Essentialism: The Disciplined Pursuit of Less: Make Time: How to Focus on What Matters Every Day: Centered app: Diana Chapman at Conscious Leadership Group: The Mochary Method curriculum doc: this episode, we cover:(04:43) Matt’s background(07:39) Areas where even very successful founders struggle(12:24) How to address people to minimize defensiveness(13:24) The destructive nature of anger and how to feel your feelings so you don’t hurt others(15:02) Which books led Matt to his coaching journey and software platform(19:03) When and how to let an employee go(31:47) How to make people feel heard(38:05) How Matt’s coaching has evolved to include psychological obstacles to success(39:41) What is “top goal,” and how can it help you make massive gains?(41:25) Why Matt has an accountability partner for his top goal time(43:44) How to approach mass layoffs humanely(53:21) Matt’s thoughts on the Twitter layoffs(54:10) How to innovate within a large company(1:01:53) How to do an energy audit—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
Nov 6 2022
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
Ben Williams is VP of Product at Snyk, an industry-leading security platform for developers, last valued at $8.5b. He’s also a product and growth advisor with over 20 years of experience building and scaling high-performing product and growth teams. Through product-led growth, product-led sales, and community, Snyk rapidly scaled and won over the lucrative developer audience. In today’s episode, Ben shares the successful growth levers that helped Snyk get started, all of the details of how Snyk has structured their growth, product, and marketing teams and set them up for success in terms of cross-collaboration—and also how their initial plan for self-serve monetization fell flat. We go into Ben’s many useful tips for product-led growth, including his thoughts on free vs. paid versions, trials, and how to build amazing growth teams.—Find the full transcript here: to find Ben Williams:• Twitter: LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Coda: Athletic Greens: Vanta: Snyk: Weekly Team Impact & Learnings Review Template: Monthly Group Impact & Learnings Review Template: Experiment Plan Template: Vision & Mission Framework: Ed Sim’s newsletter: Tamar Yehoshua on Twitter: Julian Shapiro on Lenny’s Podcast: Annie Duke’s website: Elena Verna on Lenny’s Podcast: Growth loops: Brian Balfour on using learnings: Adam Fishman on Lenny’s Podcast: Amplitude: FullStory: User Interviews: User Testing: Sprig: Airtable: How to Measure Anything: Finding the Value of “Intangibles” in Business: Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days: Make Time: How to Focus on What Matters Every Day: This Is How They Tell Me the World Ends: The Cyberweapons Arms Race: Acquired podcast: Turning Red on Disney+: Curb Your Enthusiasm on HBO: Christine Itwaru’s blog: this episode, we cover:(04:44) Ben’s background(07:27) What is Snyk, and what’s the current scale?(08:45) Why Ben joined Snyk(09:29) How Snyk got their first 100 users(15:14) How Snyk used developer conferences and in-person meet-ups to launch(19:23) How Snyk used GitHub as a growth lever(23:50) Snyk Advisor, and other growth loops Snyk successfully used(26:56) Snyk’s failed attempt at self-serve monetization(31:21) How to win the hearts and minds of developers(33:38) How adding sales and marketing teams helped Snyk gain momentum(35:11) The evolution of Snyk’s growth team(37:26) Snyk’s key areas of growth and how Ben solved tension between teams(39:32) What is Snyk’s decision science team?(40:59) Why Snyk has a growth marketer embedded on each team(43:39) The importance of having an amazing SEO person(46:21) Advice on building growth teams(51:32) Ben’s vision and mission framework(53:53) More on the growth process and experimentation(56:04) Using learnings as a path to impact(57:32) Growth strategy(1:02:26) Data in growth teams(1:06:33) How Snyk socializes learnings(1:10:05) How Snyk structures their product org(1:13:15) Free vs. paid features and how to approach trials(1:18:57) Activation milestones at Snyk(1:23:05) The most valuable tools for Snyk’s growth team(1:25:21) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Lessons from one of the world’s top executive recruiters | Lauren Ipsen (Daversa Partners, General Catalyst)
Nov 3 2022
Lessons from one of the world’s top executive recruiters | Lauren Ipsen (Daversa Partners, General Catalyst)
Lauren Ipsen is one of the most well-known and respected executive recruiters in the industry, having placed over 90 senior product leaders at companies including Twitter, Reddit, Opendoor, Postmates, Nextdoor, and many others. She is currently the Director of Executive Talent at General Catalyst, and prior to that was a senior leader at Daversa Partners. In today’s podcast, Lauren shares advice for founders on hiring senior product leaders, tips for product leaders on finding better opportunities, and the most common mistakes recruiters make. She talks about how to play the long game of networking to find the best talent and about recruiting best practices, and we also dive deep on market mapping, LinkedIn, and how to approach reference checks.—Find the full transcript here: to find Lauren Ipsen:• LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Retool: Miro: Vanta: Gokul Rajaram on Lenny’s podcast: The Power of Now: A Guide to Spiritual Enlightenment:  You Are Here: Discovering the Magic of the Present Moment: Your Own Backyard podcast: Top Gun: BeReal: Strava: Spotify: Joe Suliman at Daversa Partners: this episode, we cover:(04:46) Lauren’s background(07:52) Why the best recruiters seem to be migrating to VC funds(09:44) Mistakes founders make in searching for their first senior product leader(13:26) Questions for founders to ask when thinking about who to hire(16:07) The three main types of PMs(18:27) What do job titles mean, and why are they more susceptible to change in a startup environment?(21:50) What should product leaders do ahead of hiring senior product leaders?(23:14) How to network with great talent(27:37) Why the timetable for recruiting is variable(29:02) How to be productive with your time by tapping your network(30:27) Why recruiting via LinkedIn might not be the best use of your time(33:17) Lauren’s favorite placement of all time(37:30) The importance of diversifying your experience(40:16) The art and science of staying long enough to have a meaningful impact(43:23) The importance of creating real impact as a leader(47:57) Good questions to ask references and how to dig deeper(49:35) Resume red flags and the importance of honesty(53:39) Interview tips for product managers (57:29) Common mistakes recruiters make(1:00:57) Advice for founders looking for a recruiter(1:04:24) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Building Substack | Sachin Monga (Substack, Facebook)
Oct 30 2022
Building Substack | Sachin Monga (Substack, Facebook)
Sachin Monga is the Head of Product at Substack, a platform that I personally use every day, and love. Before Substack, Sachin co-founded an app called Cocoon, which he ended up selling to Substack. Before that, he spent over seven years at Facebook as a PM working on video and camera products, building out the developer platform, and leading the ads growth team. In today’s episode, we dive deep on all things Substack. Sachin shares what it’s like transitioning from a large product team at Facebook to a small growth team. He discusses how to work with a hands-on founder and why you must be comfortable with rapid change in a PM role. He also shares unique features of Substack that make it an optimized experience for readers and writers, how he’d like to see it improved, and tips for anyone wanting to get started writing online.—Find the full transcript here: to find Sachin Monga:• Twitter: LinkedIn: Email: Sachin@substackinc.com—Where to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Retool: Stytch: Vanta: Substack: Matt Taibbi on Substack: Bill Bishop on Substack: Jasper: DALL-E 2: 1000 True Fans: You Are Not Late: The Timeless Way of Building: Martyrmade podcast on Substack: Colin Meloy on Substack: Ethan Strauss on Substack: Kareem Abdul-Jabbar on Substack: Dayne Rathbone: For All Mankind on Apple TV+: this episode, we cover:(04:34) Sachin’s background(07:11) The evolution and structure of teams at Substack(10:11) What it’s like working at a smaller company with a hands-on founder(12:07) How to share in a founder’s vision(14:02) Why the rate of change is the most challenging aspect of the job(16:37) Why prioritization at Facebook worked differently than it does at Substack(20:03) How Substack thinks about prioritizing for writers and readers(22:17) Substack’s recommendation feature and how it came to be(27:13) How recommendations have led to an increase of millions of subscribers(31:34) Moving forward with network-driven discovery (32:17) The “build with” principle and the product lab at Substack(35:02) How Substack deals with negative press(36:45) The writer experience at Substack(39:13) The reader-focused experience on Substack(40:41) Advice for writers(44:45) Substack’s vision for making creation easier(46:39) Common mistakes creators make, and how product improvements could help in some cases (49:57) Why you’re not too late to join the game(52:52) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Oct 27 2022
Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Barbra Gago is the founder and CEO of Pando, where she’s democratizing career progression. Previously she worked as the Chief Marketing Officer and Global Head of Marketing at Miro, where she helped create an entirely new software category for the space, and also served as VP of Marketing at Greenhouse, where she led go-to-market strategy. In today’s episode, we cover three main topics: category creation, branding and rebranding, and building opinionated software. Barbra discusses how she was able to rebrand Miro and launch a whole new category—and why her attempt to do that at Greenhouse failed. We cover the benefits of building your own category, and when it makes sense to do so and when it doesn’t. She also shares the importance of getting to know your users, why a great brand is informed by its values, and why Pando is built in an opinionated way.—Find the full transcript here: to find Barbra Gago:• Twitter: LinkedIn: Pando: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• AssemblyAI: Stytch: Vanta: G2: Software Advice: Marketo: HubSpot: Gainsight: Greenhouse: Miro: Gartner: Forrester: Oyster: Deel: Atlassian: Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity: The Art of War: Kafka on the Shore: Cautionary Tales podcast: The Sandman on Netflix: Nancy Duarte on LinkedIn: Al Gore’s TED Talk: this episode, we cover:(04:04) Barbra’s background(05:06) Barbra’s startup(06:07) Category creation vs. winning in existing categories(07:49) What is an applicant tracking system, and why have they been problematic?(09:57) What is a product category?(13:06) Examples of product categories(14:05) Greenhouse as an example of failed category creation (16:46) How Miro successfully created a new category(18:37) Utilizing user feedback(21:15) The mechanics of category creation(21:22) How to advocate for your new category with directory sites(25:53) The middle ground between new and existing categories(29:37) When is it time to rebrand?(38:51) How to create a lasting, global brand(41:18) How values inform brands(43:13) Insights into developing company values(44:24) The elements of a brand(46:37) What is opinionated software?(47:57) The benefits of opinionated software, and why Barbra’s software is opinionated(51:23) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
How to build trust and grow as a product leader | Fareed Mosavat (Reforge, Slack, Instacart, Zynga, Pixar)
Oct 23 2022
How to build trust and grow as a product leader | Fareed Mosavat (Reforge, Slack, Instacart, Zynga, Pixar)
Fareed Mosavat is Chief Development Officer at Reforge, where he leads production, content, and new-product experiences. Previously, he led growth and product teams at Slack and Instacart, was a GM at Zynga, and also served as VP of Product at RunKeeper. Before all of that, Fareed’s fascinating career began in engineering for Pixar, where he learned the art of storytelling and collaboration. In today’s episode, we talk about how his time at Pixar influenced the way he thinks about product, why it’s so difficult to become a better PM, and how to avoid the “manager death spiral.” Fareed shares important insights on how to earn the trust of your manager and coworkers, the four types of product work—and why you need to understand all four. He also provides solid examples of how to generalize your learnings and explains why this will expand your options, make you a better PM, and boost your chances of moving into a leadership role. —Find the full transcript here: to find Fareed Mosavat:• Twitter: LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Coda: Amplitude: Vanta: Naval Ravikant’s Twitter thread about specific knowledge: Merci Grace on Lenny’s podcast: “Crossing the Canyon: Product Manager to Product Leader,” by Fareed Mosavat and Casey Winters: Casey Winters on Lenny’s podcast: Reforge: this episode, we cover:(00:38) Fareed’s background(03:55) Lessons from Pixar(09:07) What Fareed does at Reforge(11:57) The scale of Reforge at this time(13:51) Why it’s so difficult to become a better PM(18:03) A PM pie chart—execution, generalizing your solutions, communication, and scaling(23:00) How creating trust helped Fareed’s career grow(26:24) How to gain trust by leveraging your curiosity and communication skills(33:50) How to move from PM to Product Lead(36:43) The manager death spiral and how to avoid it(40:43) The four types of product work(44:13) Moving from IC to product manager (47:15) How to ask for the proper resources(50:00) The trend of senior PMs diversifying into advising, teaching, and angel investing(57:20) The downsides of being your own boss(01:00:45) Advice for breaking into advising—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Humanizing product development | Adriel Frederick (Reddit, Lyft, Facebook)
Oct 20 2022
Humanizing product development | Adriel Frederick (Reddit, Lyft, Facebook)
Adriel Frederick is VP of Product Management at Reddit X, where he helps incubate and scale new products. He is a former Product Lead at Facebook, as well as a former PM and Director of Product at Lyft. In today’s episode, we focus on what it takes to become a better product leader. Adriel shares anecdotes from his time at Lyft and Facebook, insights about how to lead through tough times, why there isn’t an algorithmic solution to everything, why R&D teams need to be a part of the core mission, the tangible benefits of working on diverse teams, and his thoughts on the future of AI. He also introduces the concept of cannonballs, why you should focus on the marginal user, why organization and empathy are the most important PM skills, and so much more.—Find the full transcript here: to find Adriel Frederick:• Twitter: LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Linear: Flatfile: Eppo: Jules Walter on Twitter: Jules Walter’s guest post on Lenny’s newsletter: Mark Zuckerberg on The Joe Rogan Experience: Sam Harris’s TED Talk on AI: Facebook’s 7 friends in 10 days: The Prize: The Epic Quest for Oil, Money & Power: The New Map: Energy, Climate, and the Clash of Nations:  Revisionist History podcast: Tuned In podcast:  Mo on Netflix: Radiant Nuclear: this episode, we cover:(00:40) Adriel’s background(06:13) What he does at Reddit X(07:27) Reddit X’s avatar marketplace and NFTs(08:33) Why R&D teams need to be a part of the core mission(11:12) What it’s like to be the first black PM at Facebook(14:58) How to foster diversity(19:40) Being a PM at controversial companies, and how to evaluate criticism(28:25) Adriel’s most stressful time at Lyft(30:35) The importance of operational control and what it means(32:35) Why there isn’t always an algorithmic solution to everything(37:47) Thoughts on AI(42:42) Growth hacking and algorithms at Facebook(48:18) Cannonballs in growth—fundamental changes in the product for optimization(49:07) Facebook’s “7 friends in 10 days” push(51:30) What is a marginal user, and what can you learn from their experience?(56:06) How to think about doing experiments(59:10) Why organization and empathy are the most important skills (1:02:59) Lightning round —Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Building better product roadmaps | Janna Bastow (Mind the Product, ProdPad)
Oct 16 2022
Building better product roadmaps | Janna Bastow (Mind the Product, ProdPad)
Janna Bastow is a former product manager, and currently the CEO and co-founder of ProdPad. She also co-founded Mind the Product, a community for PMs, which has grown to 300,000 members across the world. In today’s podcast, Janna discusses the limitations of timeline-based Gantt charts and her “Now/Next/Later” framework. She also shares stories about hosting conferences and gives some great tips on how to improve your presentation skills and cope with performance anxiety.—Find the full transcript here: to find Janna Bastow:• Twitter: LinkedIn: The ProdPad newsletter: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Formsort: Coda: Amplitude: Mind the Product:  The Trouble with Traditional Roadmaps: ProdPad’s Sandbox: Geoffrey Moore’s product vision template: The Art of Profitability: The Sandman on Netflix: Startups for the Rest of Us podcast: Christina Wodtke on Twitter: this episode, we cover:(01:10) Janna’s background(05:28) How the community evolved at Mind the Product(08:22) The tricky logistics of putting together a conference(10:48) Are conferences profitable?(13:00) How Janna developed her storytelling and presentation skills(16:44) How to fight performance anxiety(19:25) Mistakes are humanizing—how to power through and deliver your presentation(22:11) The limitations of traditional timeline roadmaps(25:00) Janna’s Now/Next/Later framework(28:08) How to work without the structure of dated timelines, and why soft launches are important(32:57) What great product teams are doing well(35:05) The importance of retrospectives(36:45) How to shift the culture at larger companies(39:43) How ProdPad creates better product management practices(42:04) How to learn the Now/Next/Later framework(46:59) Geoffrey Moore’s product vision template(48:36) Lessons for PMs interested in becoming founders(50:48) Lightning round—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
How to build a high-performing growth team | Adam Fishman (Patreon, Lyft, Imperfect Foods)
Oct 13 2022
How to build a high-performing growth team | Adam Fishman (Patreon, Lyft, Imperfect Foods)
Adam Fishman has decades of experience building and scaling some incredible businesses, like Lyft, Patreon, and Imperfect Foods. He is currently an Executive in Residence at Reforge and an advisor to numerous companies on growth, product, strategy, and company building. In today’s episode, Adam shares his growth PM competency model to help founders identify specific skills when hiring growth leaders, how to structure feedback, and how to identify gaps in your growth team. He also discusses the role of onboarding in retention and how to evaluate a company as a prospective employee.—Find the full transcript here: to find Adam Fishman:• Twitter: LinkedIn: Website: Adam’s newsletter: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Linear: Coda: Eppo: Stream Super Pumped on Showtime: Super Pumped: The Battle for Uber:   HitRecord: Adam’s growth competency model: Adam’s LinkedIn series: this episode, we cover:(00:18) Adam’s background(06:16) Lyft’s launch press release (09:56) Adam’s newsletter and growth competency framework(10:34) Myths and mistakes founders make(15:12) The growth competency model (18:47) Customer knowledge and user psychology(21:23) Why strategy and communication are more advanced competencies(25:45) Why to hire a junior-level growth executive and how to support them(31:20) Why Adam skews toward internal hiring(33:25) Generalists vs. specialists(35:59) The importance of onboarding(41:49) Opinionated defaults(45:03) Balancing conversion and retention with successful onboarding(48:46) Guidelines for redesigning onboarding(52:22) The PMF criteria for candidates(57:57) What Adam would have done differently at Imperfect Foods—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Developing a growth model + marketplace growth strategy | Dan Hockenmaier (Faire, Thumbtack, Reforge)
Oct 9 2022
Developing a growth model + marketplace growth strategy | Dan Hockenmaier (Faire, Thumbtack, Reforge)
Dan Hockenmaier is an expert on marketplace strategy and growth. He was previously the Director of Growth at Thumbtack as well as a partner at Reforge, where he co-created the monetization track. Currently, he is the Head of Strategy and Analytics at Faire. In today’s episode, Dan shares the building blocks of a growth model, important considerations when building your growth model, and how to get started. We also chat about retention best practices, the complexity of building a marketplace, the future of marketplaces, and when it makes sense to add a SaaS business to a marketplace, and vice versa.—Find the full transcript here: to find Dan Hockenmaier:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Amplitude: Flatfile: Eppo: Reforge: Casey Winters on Lenny’s Podcast: Faire: Dan’s blog post on the future of marketplaces: Careers at Faire: this episode, we cover:(00:43) Dan’s background(04:01) What is a growth model?(07:20) The building blocks of a growth model for your own business(10:22) The value in building your own model(11:12) The importance of retention over growth (14:49) Getting started building your model(19:18) The growth model at Thumbtack(20:36) The importance of the early user experience for retention(25:02) Why is a marketplace a good business?(28:23) Health metrics for marketplaces(33:47) Supply and demand, and why you shouldn’t neglect demand(36:23) The role of ROI equations and how to use them(39:16) Why you should tread lightly when working with marketplaces(42:43) Expanding marketplaces(46:50) How marketplaces can add a SaaS offering, and why adding a marketplace to a SaaS business is trickier(49:47) When is there an opportunity to unbundle?(54:43) B2B marketplaces (56:36) What is fragmentation?(58:46) The future of marketplaces—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Using behavioral science to improve your product | Kristen Berman (Irrational Labs)
Oct 2 2022
Using behavioral science to improve your product | Kristen Berman (Irrational Labs)
Kristen Berman is the CEO and co-founder of Irrational Labs, where she helps companies like Google, Airbnb, PayPal, Microsoft, and LinkedIn improve their products and services through behavioral design research. She is also the co-founder of Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being of low- to middle-class Americans. In today’s episode, Kristen shares the 3B Framework of Behavioral Design and uses real-life examples to illustrate what influences behavior change and the common biases that get in the way of building successful products. She also explains how to keep users engaged and how you can implement behavioral design research to drive innovation and growth.—Find the full transcript here: to find Kristen Berman:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Flatfile: Whimsical: Lenny’s Job Board: more behavioral science:• 3B Behavioral Design Framework  Irrational Labs newsletter, with latest BE and behavioral design insights:  • Join the Behavioral Design Online Bootcamp (use code “Lenny” for 10% off): Get the 3B Framework: Behavioral Design & Diagnosis Cheat Sheet: The 16 Critical Cognitive Biases (Plus Key Academic Research): Behavioral Game Design: 7 Lessons: Predictably Irrational: The Hidden Forces That Shape Our Decisions:  Prolific testing platform: Kristen’s guest post on Lenny’s Newsletter: Influence: The Psychology of Persuasion: The Darwin Economy: Liberty, Competition, and the Common Good: The Science of Change podcast: No Stupid Questions podcast: Stream The Rehearsal on HBO Max: Chris York’s website: studies mentioned: • Budgeting fintech: TikTok: One Medical: Credit Karma: TytoCare: Kiva: When to Make Your Sign-Up Flow Harder: this episode, we cover:(03:54) What is Irrational Labs, and what do they do?(05:45) What are behavioral economics and behavioral design?(06:50) The fintech budgeting experiment(10:46) What drives behavior change?(11:35) Why increasing friction can sometimes increase conversion(13:51) How to ask the right questions for user engagement(16:09) How Kristen got her start in behavioral economics(18:10) The 3B model of behavior change(20:37) Cognitive barriers(22:02) The importance of building products with immediate benefits to the user(24:20) How exploitation can occur(26:45) How to set customer-friendly incentives(29:15) How Kristen reduced the sharing of misinformation on TikTok(31:58) Tips for researching and solving problems(35:36) The One Medical case study (38:31) Rules of thumb for improving flow(41:46) What is right-for-wrong?(47:00) How to get started using behavioral design(49:33) The Behavioral Design Bootcamp(52:01) Lightning round!—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Customer-led growth | Georgiana Laudi (Forget The Funnel)
Sep 29 2022
Customer-led growth | Georgiana Laudi (Forget The Funnel)
Georgiana Laudi is the co-founder and CEO of a consulting agency called Forget The Funnel, where she helps SaaS companies scale and improve conversion rates through customer-led growth. She’s also a marketing and growth advisor to companies like MarketerHire, SparkToro, and Sprout Social. Previously, she was the VP of Marketing at Unbounce and has worked in growth marketing for over 20 years. In today’s episode, Gia speaks about how to identify your ideal customer, how to map their user flows in order to find the biggest growth opportunities, and examples of product changes she’s recommended that have led to the largest growth unlocks. She shares the exact process she works through with founders to uncover opportunities, as well as how to increase subscriptions and retention for SaaS businesses.—Find the full transcript here: to find Georgiana Laudi:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Amplitude: Athletic Greens: Maven: How SaaS Marketers Can Hold High-Impact Customer Research Interviews: Jobs To Be Done: Email Invite Template & Interview Questions by Forget The Funnel: The Growth Framework for Customer-Obsessed SaaS Teams: Project Snow White: Startupfest: Pirate Metrics: How Airbnb Proved That Storytelling Is the Most Important Skill in Design: Jobs to Be Done: Demand-Side Sales 101: When Coffee and Kale Compete: Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: Hooked: How to Build Habit-Forming Products: Forget the Funnel: Four Thousand Weeks: Time Management for Mortals: Shine Theory: April Dunford’s website: SparkToro: this episode, we cover:(04:33) Georgiana’s background(07:03) Why funnels are antiquated (08:52) Better positioning and messaging to find the ideal customer(13:59) How Gia was inspired by Airbnb’s storytelling(19:23) How to analyze what’s successful and what to invest in(21:54) The ideal customer to learn from(26:37) How to choose which customer job to prioritize (32:21) Value moments in the customer relationship(36:45) Applying customer feedback (44:40) Metrics for measuring the customer’s meaningful engagement (49:45) What’s included in the messaging and positioning guidebook(51:15) Tips for messaging(54:13) Example of a customer job at SparkToro(55:58) What is the Jobs to Be Done framework?(59:50) Lightning round(1:04:18) How Gia manages her time—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Growth tactics, retention strategies, and becoming a better writer | Julian Shapiro (Demand Curve, Hyper, Webflow, TechCrunch)
Sep 25 2022
Growth tactics, retention strategies, and becoming a better writer | Julian Shapiro (Demand Curve, Hyper, Webflow, TechCrunch)
Julian Shapiro is widely known as the founder of Demand Curve, where he’s helped thousands of companies figure out their growth strategy. He also wrote the growth marketing column at TechCrunch, was CMO at Webflow, and even created an animation engine called Velocity that’s now used in apps like Uber and WhatsApp. In today’s episode, Julian dives deep on product-led acquisition (PLA) and why he believes it’s the best way to grow your company. He shares specific marketing strategies for growth and retention and speaks about his framework for creating novel, engaging content, and how to choose topics for that content. He also discusses a framework called the Curiosity Faucet, inspired by prolific creators such as Ed Sheeran, John Mayer, Taylor Swift, and Neil Gaiman, to help you unlock your own creativity.—Find the full transcript here: to find Julian Shapiro:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Amplitude: Flatfile: Eppo: Paul Graham’s Twitter: Julian’s guide on startup growth channels: Topic selection: Product-led acquisition: Novelty: Julian’s example of counter-narrative novelty: Julian’s example of counterintuitive novelty:  • On Writing Well: The Classic Guide to Writing Nonfiction:   Neil Gaiman Teaches the Art of Storytelling: Ed Sheeran, Songwriter: John Mayer describes his songwriting process: this episode, we cover:(03:42) Julian’s background(04:46) Why Julian hasn’t been tweeting frequently(07:43) Advice for building a Twitter following(09:53) The main reason Julian creates handbooks(11:33) The difference between e-handbooks and newsletters(13:25) What is product-led acquisition?(16:20) The categories of product-led acquisition(22:31) What is billboarding, and how can you take advantage of it?(25:56) UGC—leveraging user-generated content for free advertising(29:33) Strategies for retaining users(38:36) How to keep novelty high in writing(45:50) Julian’s framework for choosing writing topics(54:35) The creativity faucet—how to unclog your pipes and get it going—Production and marketing by For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
Building a meaningful career | Jason Shah (Airbnb, Amazon, Microsoft, Alchemy)
Sep 18 2022
Building a meaningful career | Jason Shah (Airbnb, Amazon, Microsoft, Alchemy)
Jason Shah has led product teams at Amazon, Airbnb, Microsoft, and Yammer and currently leads the product team at Alchemy (one of the most important web3 infrastructure companies). In addition, he’s an advisor, investor, and two-time founder. In today’s episode, Jason discusses what it’s like to be a PM in web3, why his role at Amazon made such a big impact on his life and career, what makes a great leader, and how to hire well. He also shares his unique perspective on building a meaningful career and life.—Find the full transcript here: to find Jason Shah:• Twitter: LinkedIn: Website: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Whimsical: Coda: Amplitude: Creative Selection: Inside Apple’s Design Process During the Golden Age of Steve Jobs: Casey Winters on Lenny’s Podcast: Jason Shah in Lenny’s newsletter: The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers: Polygon: Solana: MoonPay: The Vietnam War series by Ken Burns: Alchemy: this episode, we cover:(04:31) Jason’s background(08:19) The current state of web3(12:44) The evolution of product management in web3(15:27) The value of a great product manager(18:11) Why Amazon was a great learning experience (20:25) A look into Amazon’s process on working backward(23:55) How to communicate clearly(28:17) Working backward from excitement(32:46) What makes a great leader(38:26) How to influence a CEO or founder’s direction (46:19) The career ladder vs. career map framework(52:27) When to follow a new opportunity vs. when to stick it out(58:50) How to hire the right people(1:03:47) What skill is most important for product managers(1:06:49) Lightning round!—Production and marketing by For inquires about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
When and how to invest in new acquisition channels | Adam Grenier (Uber, MasterClass)
Sep 15 2022
When and how to invest in new acquisition channels | Adam Grenier (Uber, MasterClass)
Adam Grenier is the former Head of Growth Marketing and Innovation at Uber, where he helped build Uber’s growth infrastructure from the ground up. He is also the former VP of Product and Marketing at LambdaSchool, and former VP of Marketing at Masterclass. These days, Adam is a growth and marketing advisor to many companies, as well as a teacher through Reforge. In today’s episode, Adam shares how to determine whether a new channel is worth exploring, the rise of the growth CMO, and how improv classes can improve team bonding and create a more positive ‘yes’ culture. He also speaks candidly about his own struggles with burnout and depression and shares some incredible tools that have helped him along the way.—Find the full transcript here: to find Adam Grenier:• Twitter: LinkedIn: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Whimsical: Coda: Amplitude: OOT: Grin: Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers: Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative:   Adam’s twitter thread about burnout: Buddhism is True: this episode, we cover:(00:35) Adam’s background(05:34) How improv can improve creativity and collaboration(13:09) What we’ll cover in this episode(13:52) Determining when an acquisition channel is a good match(25:38) Advice for how long to test a new channel(30:11) Emerging platforms that are worth exploring(36:53) Influencer marketing tools(37:55) When to broaden your audience(41:22) What is a Growth CMO?(49:36) Why marketing leaders should learn product development(51:32) Red flags that your CMO isn’t a good fit(55:33) Dealing with depression and burnout(1:03:00) Tools to help you through difficult times(1:05:20) Signs you’re facing burnout(1:07:15) What’s next for Adam—Production and marketing by For inquires about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
How to build a powerful marketing machine | Emily Kramer (Asana, Carta, MKT1)
Sep 11 2022
How to build a powerful marketing machine | Emily Kramer (Asana, Carta, MKT1)
Emily Kramer led and built the marketing teams at Asana, Carta, Ticketfly, and Astro (acquired by Slack). These days, she’s the co-founder of MKT1, where she helps founders and marketers build and scale their marketing functions. Emily is also a well-respected angel investor and writes my favorite marketing newsletter (MKT1). In today’s episode, she shares her insights on when to hire marketers, how to determine which type of marketing hire is best for your team, how to best work with marketing, and what red flags to look for. Emily shares actionable templates and some incredible frameworks that are sure to expand your marketing knowledge.—Find the full transcript here: to find Emily Kramer:• Twitter: LinkedIn: MKT1 Newsletter: to find Lenny:• Newsletter: Twitter: LinkedIn: you to our wonderful sponsors for making this episode possible:• Amplitude: Lenny’s Job Board: Athletic Greens: Building an efficient marketing machine: the fuel & the engine: The GACC Marketing Brief: The Tipping Point: How Little Things Can Make a Big Difference: Crossing the Chasm: Purple Cow: Transform Your Business by Being Remarkable: All the Light We Cannot See: The Daily podcast: Stream Yellowjackets on Showtime: CODA on Apple TV+: Ashley Mayer’s LinkedIn: Kevan Lee’s LinkedIn: this episode, we cover:(03:44) Emily’s background(06:08) Hiring a marketing team(11:26) Examples of fuel and engine in marketing(16:00) What is a product marketer?(18:20) Why you should start with a marketing generalist (20:30) The difference between a growth person and a product person (23:57) What to look for in a product marketer(26:58) When to hire a marketing person(30:45) The role of a brand marketer(33:24) Marketing for PLG startups(36:22) What is product-led growth?(39:23) How to get product and marketing to collaborate (43:38) What is the GACC framework?(47:58 ) How to know if your marketing team is effective(54:33) Why founders need angel investors with functional expertise(1:00:23) Lightning round—Production and marketing by For inquires about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe