“Best-in-class content that provides a solution to whatever question they're typing into that browser — which is like how do I lose weight, how do I need a friend, how do I find someone to date. All these questions that consumers ask every day. If you provide top-level answers to that, consumers will find you.”

Win acquisition by ranking on the questions users already type

The acquisition playbook for consumer subscription apps is to rank for the exact questions prospects type. Crowley sets the bar at 'top-level answers' — not surface content. The same asset will increasingly need to be AI-searchable as ChatGPT, Perplexity, and Google AI Overviews replace traditional SERPs. Skip content and you're stuck paying Meta forever.