Greg Stewart

I realized pretty quickly that everybody is taking this mental model over here and applying it and not trying to figure it out from scratch of like, if it works, do it again.

Who cares?

They tell me it worked, do it again.

That was an important piece of just thinking on our own on how this should go.

I launched my first ad.

Okay, we can do this.

Very quickly, it was getting people into the app and then it just became a drug addiction.

I mean, it's like trading.

I'm bad at mental math, but I'm also fascinated by traders.

And when I was at Goldman, I would interact with traders.

It was just magic to me, all the screens and the attention span, just like, how does this happen?

But it felt like that for me, like I'm moving money around, driving growth for the business.

And it became a video game.

It's like, how do we beat the video game today?

And I had this amazing creative partner in Edsel.

I can figure out the ugly of how to be an ads manager person as my job.

And those two things together unlocked that channel to just keep going, keep pushing on it.

No, the creative side, what we learned is the For You page is making a decision on your content of who your content is for.

and then shoving it to that person.

So the first game on the creative side was, can we create content that gets to the right person for this coach?