“I've taken all of our almost 16,000 reviews in the App Store and very manually gone through and created value propositions and problem-solution statements using the words that are coming out of our users' mouths and how they were explaining the product. I don't think anybody in the world understands this customer better than we do.”

Mine your app store reviews to build value propositions in the user's own words

Before writing a single TikTok script, Stewart systematically mined 16,000 App Store reviews to extract the exact language users used to describe their problem and Ladder's value. This verbatim vocabulary informed every hook, every CTA, and every coach's messaging. The result: creative that resonated because it mirrored what target users already believed about their own fitness journey, not marketing language invented in a boardroom.