“I look at ones like Ladder or AllTrails or Strava and they all associate with a person's identity and then it's something they repeat frequently. To us we felt like we were capturing a student's identity — going to class and recording as something you do daily or a few times a week.”

Build for identity + daily frequency — like Strava, AllTrails, Ladder

Brett's product filter for consumer apps: does it tie to identity ('I am a student / runner / lifter') AND get used at high frequency? Coconote pinned itself to going to class — daily ritual + identity behavior — which builds a personal corpus (physics 1, 2, 3) that creates compounding switching costs.