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FounderPlaybooks.
What other founders did to grow.
2722 dispatches from hundreds of founders, pulled from the week's best podcasts.
You need to create what we call a ground swell... that is best done when you do it through the influencers that you're friendly with but those influencers need to develop a content that's very native to the channel... then it's being picked up by the main thing by the user to user virality and then the organics kick in.
Virality Is Uncontrollable — But You Can Engineer the Sequence That Triggers It
Anton describes a three-stage process to turn sporadic viral spikes into a somewhat repeatable engine: (1) ground swell from friendly native-content influencers, (2) velocity of user-to-user invites increases until algorithm pick-up, (3) app store organics compound the spike. You can't predict when a spike happens, but you can seed the conditions repeatedly. Sweatcoin went from uncontrolled 30K/day spikes followed by crashes to stable, consistent growth.
I would generally lean towards use off-the-shelf, use open source things like that early on. But with a clear evaluation structure around when you cut over to other things — and a culture that both acknowledges and accepts that it's okay that things may not be congruent over time when you switch.
Start Off-the-Shelf but Pre-Plan Your Cut-Over Checkpoints Before You Scale
Most companies make the build vs buy decision once and treat it as permanent. Taylor Wells recommends making the decision with pre-agreed checkpoints: if we hit 10M users, we evaluate switching; if costs exceed X, we evaluate building. Disney+ had Adobe as a backup while building Glimpse internally — and within weeks of launch ($1K/day internal vs $33K/day Adobe), could confidently switch. Decision-making frameworks beat reactive pivots.
There's a play for whatever you're stuck on.
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