Growth is mostly noticing things

Most people think growth is about ideas.

I don’t really think it is.

The best growth people I know are unusually good at noticing things: a phrase customers keep using, an awkward step everyone works around, a tiny channel that shouldn’t be working but is.

Pay attention before making a plan

A strategy can make weak observations sound important. It cannot make them useful.

So I try to spend more time near the actual thing: reading what people write, watching what they do, and asking the slightly annoying follow-up question.

Most of the work begins there.