• Summary

  • 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.

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    Lenny Rachitsky
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Episodes
  • Oct 2 2022
    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.Listen now on Apple, Spotify, Google, Overcast, and YouTube.—Find the full transcript here: https://www.lennyspodcast.com/using-behavioral-science-to-improve-your-product-kristen-berman-irrational-labs/#transcript—Where to find Kristen Berman:• Twitter: https://twitter.com/bermster• LinkedIn: https://www.linkedin.com/in/kristenberman/• Website: https://irrationallabs.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Flatfile: https://www.flatfile.com/lenny• Whimsical: https://whimsical.com/lenny• Lenny’s Job Board: https://www.lennysjobs.com/talent—Referenced:Learn more behavioral science:• Irrational Labs newsletter, with latest BE and behavioral design insights: https://irrationallabs.com/newsletter/ • Join the Behavioral Design Online Bootcamp (use code “Lenny” for 10% off): https://behavioraleconomicsbootcamp.com/• Get the 3B Framework: https://irrationallabs.com/3bs-download/• Behavioral Design & Diagnosis Cheat Sheet: https://irrationallabs.com/download-behavioral-design-guide/• The 16 Critical Cognitive Biases (Plus Key Academic Research): https://irrationallabs.com/blog/cognitive-biases-and-academic-research/• Behavioral Game Design: 7 Lessons: https://irrationallabs.com/blog/behavioral-game-design-7-lessons-from-behavioral-science-to-help-change-user-behavior/• Predictably Irrational: The Hidden Forces That Shape Our Decisions:  https://www.amazon.com/Predictably-Irrational-Revised-Expanded-Decisions/dp/0061353248/• Prolific testing platform: https://www.prolific.co/• Kristen’s guest post on Lenny’s Newsletter: https://www.lennysnewsletter.com/people/23170097-kristen-berman• Influence: The Psychology of Persuasion: https://www.amazon.com/Influence-New-Expanded-Psychology-Persuasion/dp/0062937650• The Darwin Economy: Liberty, Competition, and the Common Good: https://www.amazon.com/Darwin-Economy-Liberty-Competition-Common/dp/0691156689/• The Science of Change podcast: https://podcasts.apple.com/us/podcast/the-science-of-change/id1587407079• No Stupid Questions podcast: https://freakonomics.com/series/nsq/• Stream The Rehearsal on HBO Max: https://www.hbo.com/the-rehearsal• Chris York’s website: https://www.chrisyork.co/Case studies mentioned: • Budgeting fintech: https://irrationallabs.com/case-studies/budgeting/• TikTok: https://irrationallabs.com/case-studies/tiktok-how-behavioral-science-reduced-the-spread-of-misinformation/• One Medical: https://irrationallabs.com/case-studies/one-medical-case-study/• Credit Karma: https://irrationallabs.com/case-studies/behavioral-design-credit-karma-money/• TytoCare: https://irrationallabs.com/case-studies/tytocare-virtual-medical-visits/• Kiva: https://blogs.scientificamerican.com/mind-guest-blog/the-deadline-made-me-do-it/• When to Make Your Sign-Up Flow Harder: https://irrationallabs.com/blog/its-not-always-about-making-things-easier-when-to-make-your-sign-up-flow-harder/—In 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 https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's ...
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    56 mins
  • Sep 29 2022
    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.Listen now on Apple, Spotify, Google, Overcast, and YouTube.—Find the full transcript here: https://www.lennyspodcast.com/customer-led-growth-georgiana-laudi-forget-the-funnel/#transcript—Where to find Georgiana Laudi:• Twitter: https://twitter.com/ggiiaa• LinkedIn: https://www.linkedin.com/in/georgianalaudi• Website: https://www.forgetthefunnel.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Amplitude: https://amplitude.com/• Athletic Greens: https://athleticgreens.com/lenny• Maven: https://www.maven.com/lenny—Referenced:• Project Snow White: https://marker.medium.com/what-seven-years-at-airbnb-taught-me-about-building-a-company-e1d035d49c56#:~:text=middle%2C%20an[…]0White,-was%20one%20of• Startupfest: https://startupfestival.com/for-startups/• Pirate Metrics: https://fourweekmba.com/pirate-metrics/• How Airbnb Proved That Storytelling Is the Most Important Skill in Design: https://www.inc.com/yazin-akkawi/the-surprising-technique-airbnb-uses-to-better-sell-an-experience.html• Jobs to Be Done: https://jtbd.info/• Demand-Side Sales 101: https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987• When Coffee and Kale Compete: https://www.amazon.com/When-Coffee-Kale-Compete-products-ebook/dp/B07C7HH662• Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005• Hooked: How to Build Habit-Forming Products: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788• Forget the Funnel: https://www.forgetthefunnel.com/customer-led-growth/book• Four Thousand Weeks: Time Management for Mortals: https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/B08XZY5ZF7• Shine Theory: https://www.shinetheory.com/• April Dunford’s website: https://www.aprildunford.com/• SparkToro: https://sparktoro.com/ —In 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 https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
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    1 hr and 7 mins
  • Sep 25 2022
    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.—Where to find Julian Shapiro:• Twitter: https://twitter.com/Julian• LinkedIn: https://www.linkedin.com/in/julian-shapiro/• Website: https://www.julian.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Amplitude: https://amplitude.com/• Flatfile: https://www.flatfile.com/lenny• Eppo: https://www.geteppo.com/—Referenced:• Paul Graham’s Twitter: https://twitter.com/paulg• Julian’s guide on startup growth channels: https://www.julian.com/guide/startup/growth-channels• Topic selection: https://www.julian.com/guide/write/ideas• Product-led acquisition: https://www.julian.com/guide/startup/product-led-acquisition• Novelty: https://www.julian.capital/growth-strategy/content-marketing• Julian’s example of counter-narrative novelty: https://twitter.com/julian/status/1348001396277186560• Julian’s example of counterintuitive novelty: https://twitter.com/julian/status/1348001397753532416  • On Writing Well: The Classic Guide to Writing Nonfiction:   https://www.amazon.com/Writing-Well-Classic-Guide-Nonfiction/dp/0060891548/• Neil Gaiman Teaches the Art of Storytelling: https://www.masterclass.com/classes/neil-gaiman-teaches-the-art-of-storytelling• Ed Sheeran, Songwriter: https://music.apple.com/us/music-movie/songwriter/1411353855• John Mayer describes his songwriting process: https://www.youtube.com/watch?v=9cNRDWEXnrQ—In 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 https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe
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    59 mins

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