Sub Club by RevenueCat
00:35:38 · Tanmay Jain, Jack McDermott
[00:35:38] S2: When we think about these launches, it's not we're launching for launching sake. It's actually about what is the most impactful thing that we can build that is going to provide a better user experience? How can we build it as furiously as quickly as possible and then express the value of it in the best possible way? Right? Like, we we deeply think about what are the next things we launch. We... Sure, some of them might hit, some of them might fail, but we're always coming from the lens of, like, how does this improve the user experience? Not, wouldn't it be cool if we shipped this thing? [00:36:10] S1: And I tend to find... You know, I I think you brought this up, Jacob. Like, I tend to find the, like, x for y to lead you down the wrong path. Like, when I think of the times where where we've developed or built or or or grown tools that haven't worked, it tends to be applying ideas or concepts from somewhere else and being like, wouldn't it be cool if... Or, you know, did you see that? Could we do that? Right? And that direct one for one application versus starting with, you know, what's our unique take or what's our unique story on this or what are the capabilities that we have at ElevenLabs that no one else has. And I think when you get back to that space, you start to unlock a lot more creative ideas that that ultimately, you know, move beyond the flash in the pan stage and actually allow you to build, you know, compound growth over time.
00:36:10 · Jack McDermott, David Barnard
[00:36:10] S1: And I tend to find... You know, I I think you brought this up, Jacob. Like, I tend to find the, like, x for y to lead you down the wrong path. Like, when I think of the times where where we've developed or built or or or grown tools that haven't worked, it tends to be applying ideas or concepts from somewhere else and being like, wouldn't it be cool if... Or, you know, did you see that? Could we do that? Right? And that direct one for one application versus starting with, you know, what's our unique take or what's our unique story on this or what are the capabilities that we have at ElevenLabs that no one else has. And I think when you get back to that space, you start to unlock a lot more creative ideas that that ultimately, you know, move beyond the flash in the pan stage and actually allow you to build, you know, compound growth over time. [00:37:04] S0: Yeah. On on that note, Tanmay, you had a really great post on LinkedIn about, like, don't just build another Spotify Wrapped. I mean, it's a perfect example of what Jack was saying about how, like, you know, everybody thinks, well, how can I build this Spotify Wrapped of my product? But but your post was great about, like, that's not a great way to think. Tell me more about that.
00:37:04 · David Barnard, Tanmay Jain, Jacob Eiting
[00:37:04] S0: Yeah. On on that note, Tanmay, you had a really great post on LinkedIn about, like, don't just build another Spotify Wrapped. I mean, it's a perfect example of what Jack was saying about how, like, you know, everybody thinks, well, how can I build this Spotify Wrapped of my product? But but your post was great about, like, that's not a great way to think. Tell me more about that. [00:37:23] S2: Yeah. I saw this pattern. I feel like it becomes truer and truer every year. I thought, like, every year people learn, but it only becomes truer and truer. Is that, every year Spotify Wrapped will drop like clockwork, and it's amazing. And a random product out there, you know, not to name names, will do their version of a Wrapped. [00:37:39] S3: Mine mine this year is Phil's Coffee. I got a Phil's Coffee wrapped in the mail this year, which that's how I knew it had jumped the shark. [00:37:48] S2: Yeah. Yeah. That's how you know when Wrapped has gone beyond mainstream. And post post cool is probably the... [00:37:55] S3: I love Phil's Coffee. Don't get me wrong, but maybe we didn't need a Wrapped. It's fine. Yeah.
00:37:55 · Jacob Eiting, Tanmay Jain
[00:37:55] S3: I love Phil's Coffee. Don't get me wrong, but maybe we didn't need a Wrapped. It's fine. Yeah. [00:37:59] S2: May may we skip this year. So I think the reason spot... People forget why Spotify Wrapped really took off. Right? It took this, like, passive consumption user behavior, and then it turned it into this natural shareable experience. Right? People generally resonate and identify themselves around the music they listen to. And you present in this beautiful format, and you share it. And it goes viral, and it's all around, you know, a compressed time period. And, you know, for Agrowth PM, that's catnip. You've taken a single user experience and you've added, like, a viral factor around it to something, you know... You've got, like, a k factor you can measure, and it's it's super fantastic. But what people miss is, like, you have to think about what your natural shareable moment in your product is. Right? And, you know, to... I think I put in the post some of the products that I think do this really well, the GitHub Skyline. It's probably something that didn't take that long for someone to implement, but it's consistently sat there. And occasionally, every so often, you'll see people do the, you know, sky... Put a screenshot of the Skyline out there. Or I think even like the RevenueCat team, you put like the billboard up on like Times Square, and then people will like go and stand in front of it and take a photo
00:39:05 · Jacob Eiting, Tanmay Jain
[00:39:05] S3: and then post one is gone, by the way. I think everybody's figured that out Yeah. Trick out. Yeah. I think it's it's... But it's alright. It's how it goes. Right? It's the... You know, everything becomes wrapped eventually, and you have to move on to something else. [00:39:16] S2: Exactly. Like, everything becomes wrapped, and there's a short half life. But you have to find what resonates. Or even, you know, in the ElevenLabs team, we handed out to people who are building on the agents platform, This is how many hours of agents interaction you've had. Right? Very similar to, like, the YouTube, you know, you've hit a 100 k or Stripe, you've hit this sort of, like, know, milestone. These are natural shareable moments that align with the value that the user gets from the platform that they are personally very proud of and that then that they are willing to share. And actually going and figuring that out is really important for you.
00:39:45 · Jacob Eiting
[00:39:45] S3: You know what's... It was really interesting. We've built various versions of like share this screenshot or share this chart in our dashboard over the years. Never, almost never saw them in the wild. The biggest shareable feature we ever built was just building a mobile app because then people could easily screenshot. And like, and and I guess this is not intentional, but making the like home screen of that like fairly aesthetic and fairly easy to like screenshot and share. And a 100 x the number of times I saw our product on on x like overnight. It wasn't even a sharing feature. Right? You know what I mean? I mean, maybe we should have thought. I mean, obviously in hindsight, we could say, yeah, clearly we knew that virality would go up with the mobile app. But like, and also just we had a miss there on not having a mobile app for as long as we didn't. Right? And like, I kind of thought it as like this toy, just kinda like, oh, yeah. We're a business of B2B. Why do we need a mobile app? And I may be taking it from Stripe. Like, have a mobile app, but it's like, how big of important is that for me? It just never was that important beyond a certain stage. But like, I totally miss this. And then in hindsight now, like, it's it's obvious. Like, it has almost the same usage on a daily basis as our dashboard. Like, it's a... You know what I mean? And people were yelling at me for years to do it. I just was like, David included. But I just ignored it. But it's exactly to your point. Right? Is that I was like being like, like, wrong, know, what other people do, da da da da da, rather than just being like, why user yell today? Okay. I build that. That would have been the better algorithm. And would have got me to like this, like sort of unlock much sooner. Right? But yeah, it's just like surprising sometimes. The second order effects you get, you know. I'm sure the Spotify people never knew Wrapped would become the thing it did. Right?