"Insight from a Start-up Veteran: You just always test, you test, you test and you see what you can get traction with."

"Building a Global Startup: And the heuristic was it had to be something that was a global place so it would apply to anyone in the world."

"Health Agency and Tribalism: Someone sees the patch on someone else, you give the head nod, you're like, hey, you're one of us, right? Because you feel like you're part of this club, and it still happens to this day."

"Growth Strategizing: So Tom was really like the first resource that not only was like conduit for growth to happen, but was also a lever. Like he was an IC individual contributor, just hammering work day in, day out. And this podcast tour that he ran is like a full playbook and that's why there's a first round piece about it."

"Understanding Early Stage Growth: So there was a KPI, let's use a podcast tour. There was a KPI to get on n number of podcasts. That's the KPI, right? We know that by doing that, that's going to generate a ton of top of funnel awareness. And if we provide some type of link right, then that provides us more with bottom of funnel or at least lead capture. So always flexing, like not having such macro KPIs that we lose sight of what we're trying to do."

"Effective Product Management: And so never setting such a long term goal that it feels like, oh, we'll reassess whether or not this content is working in a year because it's just too long a horizon."

"Importance of Social Proof in Thought Leadership: It's like, who else is showing up to the party? No one wants to be the first to the party, but if they know that, what's the probability that somebody that would be at Tim Ferriss's level is also interested? If Tim is interested and their friends? Well, a lot higher than if Tim feels like he's on an island by himself and he's like, none of my friends are at this party."

"Understanding Business Strategy: 'If you had a million bucks to deploy, what would you do?'... 'If somebody said, Well, I'd probably spend a good portion of it on content, I'd start to double down on some growth engineering stuff, and you start to tell me about that. What experiments have you done in the past that are growth engineering related?'"

"Growth Mindset in Business: It's more a matter of, like, are they open minded enough to be curious to figure this thing out together and go, they're pretty curious person and they've done enough unrelated things. Having a lot of unrelated work experience, not like a linear trajectory too is interesting because they will think more open mindedly about this stuff."

"Choosing the Right Social Media Platform: It is still around exploration, but it's about doubling down until we feel that we're at a point of diminishing returns on certain platforms so that you operationalize it. It works. It doesn't mean you stop experimenting. It means that you say, I'm consciously investing less time in that thing so I can open up more time to explore this other thing."