“One of the best things that we did, we just asked our customers how would you describe Coconote, and a great majority of them — it was shocking how consistent this was — they use Coconote to never miss a key detail. And that is exactly what we put in the first App Store preview screen.”

Mirror customer language — "never miss a key detail" became the App Store hook

Zack stopped writing positioning copy from inside the building and asked users to describe Coconote in their own words. The phrase 'never miss a key detail' came back so consistently it became the first App Store screenshot headline — letting the market write the marketing.