Give people something they actually want.
I like uncovering how things actually work, including the parts a simplified success story leaves out. That curiosity started with building websites and game mods, and it eventually became a way of thinking about distribution.
I don’t believe in growth before a customer. First, there need to be people who actually want what you are building. If they don’t, the product is the thing to question. Once that demand is there, the challenge becomes reaching more people who want the same thing.
Start with a customer who wants it.
Who already wants this? What are they trying to do, and why does your product matter to them? A description of your target audience is not the same as having a customer. I want the real person and the real need before the growth strategy.
Find the behavior that can repeat.
One successful launch does not tell you whether you have a system. Look for something you can understand and repeat: a useful answer, a recurring need, a reason to return or a natural way for a community to bring others in.
Learn from what happens after the click.
Discovery is the beginning of the relationship. The next question is whether someone finds value. Product engagement and customer outcomes help distinguish attention from progress.
Different surfaces. Connected work.
Search engine optimization
SEO connects a product’s expertise with what people are already trying to find. The work starts with intent and ends with a page that helps someone take the next step.
My approach to SEO and organic discoveryAI discovery & GEO
Generative engine optimization asks how a brand and its expertise can be understood and surfaced in AI answers. Clear information, accessible pages and credible evidence are useful across discovery systems.
My approach to AI discovery and GEOQuestions worth asking.
What has to come before growth?
A customer. People need to already want what you are building. The milestone is real demand, not the launch date. If that demand is missing, work on the product before trying to scale its distribution.
What connects Bindr and ColdStart?
Bindr began with a personal need and became a growing community. ColdStart is the attempt to make reaching more of the right people repeatable. The starting point is still a product people want.
What makes a growth experiment useful?
A clear question, a defined audience, a meaningful outcome and a way to use the result. A failed experiment can still be useful if it changes the next decision.