32 episodes

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.

www.lennysnewsletter.com

Lenny's Podcast: Product | Growth | Career Lenny Rachitsky

    • Business
    • 4.9 • 419 Ratings

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.

www.lennysnewsletter.com

    Using behavioral science to improve your product | Kristen Berman (Irrational Labs)

    Using behavioral science to improve your product | Kristen Berman (Irrational Labs)

    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:

    (

    • 56 min
    Customer-led growth | Georgiana Laudi (Forget The Funnel)

    Customer-led growth | Georgiana Laudi (Forget The Funnel)

    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

    • 1 hr 6 min
    Growth tactics, retention strategies, and becoming a better writer | Julian Shapiro (Demand Curve, Hyper, Webflow, TechCrunch)

    Growth tactics, retention strategies, and becoming a better writer | Julian Shapiro (Demand Curve, Hyper, Webflow, TechCrunch)

    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

    • 59 min
    Building a meaningful career | Jason Shah (Airbnb, Amazon, Microsoft, Alchemy)

    Building a meaningful career | Jason Shah (Airbnb, Amazon, Microsoft, Alchemy)

    Jason Shah has led product teams at Amazon, Airbnb, Microsoft, and Yammer and currently leads the product team at Alchemy (one of the most important web3 infrastructure companies). In addition, he’s an advisor, investor, and two-time founder. In today’s episode, Jason discusses what it’s like to be a PM in web3, why his role at Amazon made such a big impact on his life and career, what makes a great leader, and how to hire well. He also shares his unique perspective on building a meaningful career and life.



    Where to find Jason Shah:

    • Twitter: https://twitter.com/jasonyogeshshah

    • LinkedIn: https://www.linkedin.com/in/jasonyogeshshah/

    • Website: https://www.jasonshah.me/



    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:

    • Whimsical: https://whimsical.com/lenny

    • Coda: http://coda.io/lenny

    • Amplitude: https://amplitude.com/



    Referenced:

    • Creative Selection: Inside Apple’s Design Process During the Golden Age of Steve Jobs: https://www.amazon.com/Creative-Selection-Inside-Apples-Process/dp/1250194466

    • Casey Winters on Lenny’s Podcast: https://www.lennysnewsletter.com/p/how-to-sell-your-ideas-and-rise-within#details

    • Jason Shah in Lenny’s newsletter: https://www.lennysnewsletter.com/p/a-product-managers-guide-to-web3

    • The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers: https://www.amazon.com/Hard-Thing-About-Things-Building/dp/0062273205

    • Polygon: https://polygon.technology/

    • Solana: https://solana.com/

    • MoonPay: https://www.moonpay.com/

    • The Vietnam War series by Ken Burns: https://www.pbs.org/show/vietnam-war/

    • Alchemy: https://www.alchemy.com/



    In this episode, we cover:

    (04:31) Jason’s background

    (08:19) The current state of web3

    (12:44) The evolution of product management in web3

    (15:27) The value of a great product manager

    (18:11) Why Amazon was a great learning experience 

    (20:25) A look into Amazon’s process on working backward

    (23:55) How to communicate clearly

    (28:17) Working backward from excitement

    (32:46) What makes a great leader

    (38:26) How to influence a CEO or founder’s direction 

    (46:19) The career ladder vs. career map framework

    (52:27) When to follow a new opportunity vs. when to stick it out

    (58:50) How to hire the right people

    (1:03:47) What skill is most important for product managers

    (1:06:49) Lightning round!



    Production and marketing by https://penname.co/. For inquires about sponsoring the podcast, email podcast@lennyrachitsky.com.


    Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

    • 1 hr 10 min
    When and how to invest in new acquisition channels | Adam Grenier (Uber, MasterClass)

    When and how to invest in new acquisition channels | Adam Grenier (Uber, MasterClass)

    Adam Grenier is the former Head of Growth Marketing and Innovation at Uber, where he helped build Uber’s growth infrastructure from the ground up. He is also the former VP of Product and Marketing at LambdaSchool, and former VP of Marketing at Masterclass. These days, Adam is a growth and marketing advisor to many companies, as well as a teacher through Reforge. In today’s episode, Adam shares how to determine whether a new channel is worth exploring, the rise of the growth CMO, and how improv classes can improve team bonding and create a more positive ‘yes’ culture. He also speaks candidly about his own struggles with burnout and depression and shares some incredible tools that have helped him along the way.



    Where to find Adam Grenier:

    • Twitter: https://twitter.com/AKGrenier

    • LinkedIn: https://www.linkedin.com/in/akgrenier/



    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:

    • Whimsical: https://whimsical.com/lenny

    • Coda: http://coda.io/lenny

    • Amplitude: https://amplitude.com/



    Referenced:

    • OOT: https://en.wikipedia.org/wiki/Over-the-top_media_service

    • Grin: https://grin.co/

    • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0060517123

    •Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative:  https://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170

    • Adam’s twitter thread about burnout: https://twitter.com/akgrenier/status/1285275433282359296

    •Why Buddhism is True: https://www.amazon.com/Why-Buddhism-True-Philosophy-Enlightenment/dp/1439195455



    In this episode, we cover:

    (00:35) Adam’s background

    (05:34) How improv can improve creativity and collaboration

    (13:09) What we’ll cover in this episode

    (13:52) Determining when an acquisition channel is a good match

    (25:38) Advice for how long to test a new channel

    (30:11) Emerging platforms that are worth exploring

    (36:53) Influencer marketing tools

    (37:55) When to broaden your audience

    (41:22) What is a Growth CMO?

    (49:36) Why marketing leaders should learn product development

    (51:32) Red flags that your CMO isn’t a good fit

    (55:33) Dealing with depression and burnout

    (1:03:00) Tools to help you through difficult times

    (1:05:20) Signs you’re facing burnout

    (1:07:15) What’s next for Adam



    Production and marketing by https://penname.co/. For inquires about sponsoring the podcast, email podcast@lennyrachitsky.com.


    Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

    • 1 hr 9 min
    How to build a powerful marketing machine | Emily Kramer (Asana, Carta, MKT1)

    How to build a powerful marketing machine | Emily Kramer (Asana, Carta, MKT1)

    Emily Kramer led and built the marketing teams at Asana, Carta, Ticketfly, and Astro (acquired by Slack). These days, she’s the co-founder of MKT1, where she helps founders and marketers build and scale their marketing functions. Emily is also a well-respected angel investor and writes my favorite marketing newsletter (MKT1). In today’s episode, she shares her insights on when to hire marketers, how to determine which type of marketing hire is best for your team, how to best work with marketing, and what red flags to look for. Emily shares actionable templates and some incredible frameworks that are sure to expand your marketing knowledge.

    Where to find Emily Kramer:
    • Twitter: https://twitter.com/emilykramer
    • LinkedIn: https://www.linkedin.com/in/emilykramer/
    • MKT1 Newsletter: https://mkt1.substack.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/
    • Lenny’s Job Board: https://www.lennysjobs.com/talent
    • Athletic Greens: https://athleticgreens.com/lenny

    Referenced:
    • Building an efficient marketing machine: the fuel & the engine: https://mkt1.substack.com/p/fuel-engine
    • The GACC Marketing Brief: https://mkt1.substack.com/p/the-gacc-marketing-brief-the-best
    • The Tipping Point: How Little Things Can Make a Big Difference: https://www.amazon.com/Tipping-Point-Little-Things-Difference/dp/0316346624
    • Crossing the Chasm: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986/
    • Purple Cow: Transform Your Business by Being Remarkable: https://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X
    • All the Light We Cannot See: https://www.amazon.com/All-Light-We-Cannot-See/dp/1501173219/
    • The Daily podcast: https://www.nytimes.com/column/the-daily
    • Stream Yellowjackets on Showtime: https://www.sho.com/yellowjackets
    • CODA on Apple TV+: https://tv.apple.com/us/movie/coda/umc.cmc.3eh9r5iz32ggdm4ccvw5igiir
    • Ashley Mayer’s LinkedIn: https://www.linkedin.com/in/ashleymayer/
    • Kevan Lee’s LinkedIn: https://www.linkedin.com/in/kevanlee/

    In this episode, we cover:
    (03:44) Emily’s background
    (06:08) Hiring a marketing team
    (11:26) Examples of fuel and engine in marketing
    (16:00) What is a product marketer?
    (18:20) Why you should start with a marketing generalist 
    (20:30) The difference between a growth person and a product person 
    (23:57) What to look for in a product marketer
    (26:58) When to hire a marketing person
    (30:45) The role of a brand marketer
    (33:24) Marketing for PLG startups
    (36:22) What is product-led growth?
    (39:23) How to get product and marketing to collaborate 
    (43:38) What is the GACC framework?
    (47:58 ) How to know if your marketing team is effective
    (54:33) Why founders need angel investors with functional expertise
    (1:00:23) Lightning round

    Production and marketing by https://penname.co/. For inquires about sponsoring the podcast, email podcast@lennyrachitsky.com.


    Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

    • 1 hr 10 min

Customer Reviews

4.9 out of 5
419 Ratings

419 Ratings

Sarah Nadimpalli ,

So glad I found Lenny!

Don’t let his soft spoken, humble manner fool you… Lenny’s insights and information packs a real punch and gets to the heart of all things marketplaces, product management, and so much more. He covers high level stuff but he makes a newbie like me want to dive right in. What a gem of a podcast!

TTOONE ,

Amazing Product Content!

I have been super impressed with the episodes I’ve listen to on this podcast. One of the more recent ones with Marty Cagan is absolutely a mus listen to for any product manager or product leader. Lenny ask really good questions, listens really well and overall I am just incredibly impressed with his podcast.

Soon2bincali9 ,

My favorite podcast!

Lenny always has incredible convos with his amazing guests in a thoughtful but super engaging way. I look forward to listening every single week.

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