“When you have one app you have to grind on every single piece of it. But when you have a portfolio, we're looking at incremental things we can roll across multiple apps to lift the entire business.”

Portfolio thinking shifts you from grinding one app to lifting all apps simultaneously

Price testing each individual app yields marginal gains. But a paywall colour test proven across one app, then rolled to 36 others, multiplies the return. Michael deliberately avoids deep per-app optimisation in favour of insights that are portfolio-portable. The strategy is ruthless prioritisation: only do the work that compounds across the whole.