Lenny's Podcast: Product | Career | Growth
00:02:16 · Hector Serrano, Lenny Rachitsky
[00:02:16] S1: First of all, I just wanna give a lot of credit to the other members of the team. Like, what I touch up on the days, a very small part of the business, and that's mainly content as a whole. I'm a content creator myself, and that's how I originally came into Wispr, and that role obviously evolved a lot, and now I'm kind of in charge of our paid UGC program on the actual content side. I'm not on the media buying side of things. And then on top of that, also managing our organic channels for our founder, like YouTube and Instagram. [00:02:43] S0: Okay. Awesome. Something that I've noticed about you and something that I think is really rare these days is you're you're very good at breaking through the noise, both in the content you create, like your tweets recently have just gone crazy viral on Twitter. Everyone's sharing it all over my feeds. So clearly you figured out how to do that yourself, also with the ad work that you do, the UGC work that you do, also very effective, so there's a lot that we can all learn from you and what you [00:03:09] S1: figured Thank you. [00:03:10] S0: So just kind of zooming out first, talk about the the growth levers that you have been spending time on. What has been working recently in growing Wispr Flow slash can work for other b to b SaaS products?
00:03:10 · Lenny Rachitsky, Hector Serrano
[00:03:10] S0: So just kind of zooming out first, talk about the the growth levers that you have been spending time on. What has been working recently in growing Wispr Flow slash can work for other b to b SaaS products? [00:03:23] S1: I think the first one, and it's maybe a bit corny to say, but I think most importantly, Wispr has grown at the rate it has because of the product. It's... Everything has been product led growth since the beginning. I joined at the preproduct stage, and I remember we had a few thousand users early on and just... I don't know where it just started catching steam in, like, six months in. I remember Tanay said, hey. He was like, wow. We really found PMS. Like, it found, like, we struck gold. And then from there, just adding on all these other channels, whether it be organic, paid, everything is just adding more fuel to the fire. And what we found a lot of success with through trial and error, doing a bunch of different things, me testing a bunch of channels, other people testing a bunch of channels. It's like one of the main ones we've landed on now is paid, and we're funneling that with a lot of UGC content. And we have a lot of pillars inside of paid, whether that be UGC video, statics, influencers, in house videos, founder storytelling. But, yeah, paid ads as a whole, it be to Meta, LinkedIn, YouTube, etcetera, has definitely become one of our main pillars at Wispr, and it's one of the things I'm leading on the content side of things.
00:03:23 · Hector Serrano, Lenny Rachitsky
[00:03:23] S1: I think the first one, and it's maybe a bit corny to say, but I think most importantly, Wispr has grown at the rate it has because of the product. It's... Everything has been product led growth since the beginning. I joined at the preproduct stage, and I remember we had a few thousand users early on and just... I don't know where it just started catching steam in, like, six months in. I remember Tanay said, hey. He was like, wow. We really found PMS. Like, it found, like, we struck gold. And then from there, just adding on all these other channels, whether it be organic, paid, everything is just adding more fuel to the fire. And what we found a lot of success with through trial and error, doing a bunch of different things, me testing a bunch of channels, other people testing a bunch of channels. It's like one of the main ones we've landed on now is paid, and we're funneling that with a lot of UGC content. And we have a lot of pillars inside of paid, whether that be UGC video, statics, influencers, in house videos, founder storytelling. But, yeah, paid ads as a whole, it be to Meta, LinkedIn, YouTube, etcetera, has definitely become one of our main pillars at Wispr, and it's one of the things I'm leading on the content side of things. [00:04:25] S0: Awesome. Okay. So let's let's dive in there, but first, I think to your point, it's really important to say, none of this will really work if your product isn't [00:04:33] S1: Exactly.
00:04:33 · Hector Serrano, Lenny Rachitsky
[00:04:33] S1: Exactly. [00:04:33] S0: Great if there's not real organic product market fit already. Yeah. I imagine this can work for a little bit, and then it just fades away if the product isn't great. So I guess is that just like step lesson one? Needs to be on its own before you start investing in paid? [00:04:49] S1: Yeah, Exactly. I have, like, a lot of founders sometimes reach out or or come by the office or or friends, and they're like, what's the hack? Like, how did Wispr grow so fast? And it's like, no disrespect to other products, but it's like if you're not having that growth early on and you're having to force it a little bit too much, and maybe you have to, like, go back to the drawing board a little bit and, like, rethink how you're actually positioning the product. Is it actually valuable to your users? It... Why isn't it growing by itself organically? And, like, yeah, there's really no hack besides having a good product and then adding more more levers to pull from. [00:05:19] S0: So let me ask, when do you think it makes sense to start investing in these inorganic channels?
00:05:19 · Lenny Rachitsky, Hector Serrano
[00:05:19] S0: So let me ask, when do you think it makes sense to start investing in these inorganic channels? [00:05:24] S1: Well, I think paid is actually one of the best channels to invest on early on. And I learned this from Matt, who's actually our ex head of growth at Wispr. He's now at at Viktor. And a lot of his lessons and lessons that I've learned from him is, like, taking this ecomm approach to SaaS, which a lot of companies, like, scared to turn on the the paid engine. And what happens when you actually turn on the paid engine is you actually learn a lot faster, like, if the messaging actually resonates with your audience, are you actually able to convert this cold traffic into users? And, like, at the end of the day, most companies aren't that skilled in organic content because it is something very, like, new. And unless you have, like, really young people on your team who really understand these organic channels really well and know how to package it, know how to make the content, it's really hard to actually get any clear numbers on does your product actually have legs, do people actually resonate with it, are you actually able to track these conversions, etcetera. So I think paid makes sense from the get go. Obviously, like testing within your your limits and your budgets that you have. But, yeah, if you're able to, like, see, I'm able to turn this cold traffic into paying users, then you kind of have, like, a clear signal there that you... The same messaging or this product will also work on organic if you, like, optimize things a bit more.
00:06:34 · Lenny Rachitsky, Hector Serrano
[00:06:34] S0: I wanna come back to that just like what that early team may look like even maybe pre product market fit. But what's really interesting about what you're sharing here is people, you know, paid has been around for a long time, running ads on Instagram, Facebook, TikTok, all these things. Like, there's nothing new as a platform. And what you're saying here is there's still a lot of alpha and opportunity to grow substantially and do something different in paid. [00:06:56] S1: Yeah. A 100%. And, like, a lot of times people also get scared because they'll say, like, oh, I don't wanna turn on the paid engine yet or spend a bunch of money because then we're gonna, like, we're gonna reach a point where we, like, oversaturate this market or this ICP. But at the end this, it's like getting smarter with how you're, again, positioning the product, and there's always new ways or, like, new messaging, new ICPs you can target, and you won't really reach saturation if you're, like, savvy enough with the angles that you're kind of approaching your content with or the paid that you're... Or how you're approaching that paid mechanism, I guess.