Growth Dives
Each week I reverse engineer the products of leading tech companies. Get one annotated teardown every Friday.
Growth Dives: Inside Linear’s onboarding: 3 things I didn’t expect
The onboarding Linear built without any AB testing Getting to $1.25 billion without data or hacks Download a PDF of this article here What’s the secret behind a tool used by OpenAI, Ramp and over other 15,000 companies? Apparently not running any AB tests. 🫨🫨🫨 Enter: Linear. Linear is a project and issue tracking tool for product and engineering teams. It’s like if Notion and Jira had a baby: it’s minimal and design-first (like Notion) but does the heavier product and engineering workflows...
Growth Dives Mini 🐣 When users fall through the cracks
When users fall through the cracks Google's one-question drop-off survey Support for this issue comes from Attio - the AI-native CRM that builds itself. Connect your email and Attio maps your network, relationships, and deals so you can focus on the real work, not admin. Get 14d free here to see how it works ✨ Have you ever looked at a funnel chart, and wondered: “Why are people dropping off?” It’s one of the most common questions I find myself asking in product development: “What’s blocking...
Growth Dives Mini 🐣 How car hire companies design for fear
How car hire companies design for fear The art of the anxious checkout Before we dive in, big thank’s to today’s sponsor: Attio. As someone juggling many things, I need somewhere to keep all my contacts, leads and sponsors so I don’t miss something exciting. Attio does that for me automatically, keeping everything enriched and organised without any extra admin. Get 14 days free here ✨ This week I’m in Slovenia for some cycling and fresh air 🏔️ As I was booking the car hire, I came across what...
Growth Dives: How to nail onboarding - a case study of Runna
How to nail onboarding - a case study of Runna Lessons in clarity, confidence and community This post is sponsored by Attio. A few weeks back, I shared a full figma board of Attio’s onboarding flow, time to magic moment and UX analysis. It’s a great reference for anyone working on onboarding - you can grab it here and make it your own 🔥 Targeting runners is a big market. Nearly 1 billion runs were recorded on Strava in 2024. And it’s a market that’s growing - according to Strava, running was...
Growth Dives: Lessons from 10 price change emails
Lessons from 10 price change emails Tide, Notion, Loom, Apple & more Support for this issue comes from Attio ✨Attio is the AI-native CRM that builds itself the moment you connect your email. Trusted by fast-growing teams like Flatfile and Replicate 🚀 Pricing is the biggest growth lever I’ve seen for revenue. Small price changes have an outsized impact vs other product tests. I’ve run price changes from the inside, and analysed a couple from the outside too - some handled well, others not so...
Growth Dives September recap
September wrap-up 🌯 Three learnings on content, work and life This issue is sponsored by Attio — the AI-native CRM built for the way teams actually work. Most CRMs are cluttered, confusing, and outdated the moment you log in. Attio flips that: connect your email, and you’ve got a live CRM instantly - with every company, contact, and interaction enriched and organized. Get started for free here ✨ In September, my learning curve has gone hockey-stick again 🏒 as I juggle work, writing and...
Growth Dives: Behind Fyxer's 90% month-3 retention
The story behind Fyxer's 90% month-3 retention Retention isn't won with shiny new features - it's won by obsessing over the core job. Read online here or download as PDF Last week, I shared some of Fyxer’s series B metrics on LinkedIn: +10% weekly growth since product launch 90% retention after 3 months $1 to $17M ARR in 8 months In the comments, someone asked about the retention stat in particular 👀 That same week, Andrew Chen published a post on retention, where he observed: Retention goes...
Growth Dives: When PLG Backfires
When PLG backfires How Typeform’s growth model tripped me up Download as PDF or read online. Big thanks to the Attio team for sponsoring this issue of Growth Dives! Attio is my favourite CRM tool ✨ If you want a sneak peak of how the tool works, you can check out my UX review of them here and you can steal my Figma template while you're at it 😈 Yesterday, I made a mistake. I sent a user research email to 15,000 people with a broken link. I’d tested the link minutes earlier and it worked. But...
Growth Dives: How Salesforce and HubSpot built complexity into their model
Designed to be complicated Why Salesforce and HubSpot profit from complexity - and how Attio resets the model A lil' 🎁 for you: Very excited to share the raw assets with you this week. Dive into the Figma file for this issue here, with a little extra sprinkling of analysis too. It’s always struck me as utterly absurd that you need a consultant just to use the big, incumbent CRM tools. Entire industries exist to make Salesforce or HubSpot usable. Salesforce alone has 170,000+ consultants...
Growth Dives is a year old!!!
Happy Birthday to Growth Dives 🎂🎂 We're one year old this month. Two and a half years ago, I wrote my first article. One year ago, I wrote my first newsletter issue. One week ago I got my first sponsor (🫶 thank you to Attio). And now look where we are! Since launch, Growth Dives has: 1,562 subscribers Sent 9,982 emails 64.01% average open rate 6.71% average click rate I'm so excited for the next year of growth, content, product and more. If you're new here, or if you simply haven't had a...
Each week I reverse engineer the products of leading tech companies. Get one annotated teardown every Friday.