“today about 20% of people who reply say that it's life-changing and our hypothesis is those are the people who are getting us dozens and dozens of new customers just by virtue of they can't stop talking about it”

20% of customers calling you life-changing are your real growth engine

Skylight polls customers and finds roughly 20% describe the product as life-changing rather than just useful. Michael's hypothesis is that this cohort drives a disproportionate share of organic growth through word-of-mouth, each generating dozens of new customers. The product goal is therefore not marginal improvements across all users but engineering specific moments that move customers from very useful to life-changing, which is what turns paid growth into organic momentum.