Phil Carter
speaker
228 appearances
1 recordings
1 series
first heard Sep 2024
last heard Sep 2024
Phil Carter’s voice in public audio — every appearance, attributed to the second.
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Appearances
So they already have a following on channels like TikTok and Instagram, and they can build this really compelling very authentic content organically on TikTok. And then what Ladder does, and this is where the innovation comes in, is they take the best of that content, they promote it into Spark ads, or even into brand ads that get broader reach.
And then on top of that, they've built this really sophisticated web-based onboarding flow. So this gets back to the power of web-based onboarding flows, where they get deterministic data back because they're not dealing with Apple's ATT restrictions. And they can literally predict the LTV of a new user based off of how they're responding to these onboarding quiz questions.
And so all of this works together to create really strong, not just product market fit, but product market channel fit, where a user is discovering a coach, on TikTok. They fall in love with the coach. They go through the onboarding quiz. Now they're dropped into the app and they have this perfectly personalized experience. And that has led to 6x subscriber growth over the course of 2023.
And then they just crossed 100,000 subscribers recently. So it's working very well for them.
Yeah. You may be right and time will tell. And what can I say? At the end of the day, I'm a bit of an optimist, maybe to a fault sometimes. But what made me fall in love with this company was two things. One, the metrics that I saw are significantly, significantly above all of the benchmarks that I teach about in my course and that I see with other companies.
And then two, and this is, again, more art than science, is the approach that I have seen the founder and the team they're taking to growing their business is just one that's very rooted in divergent thinking. Thinking from first principles around how we're going to beat the odds by not doing what everyone else is doing. They tried. He talks about this on a subclub podcast.
They tried during the pandemic to just run Facebook and Google Ads like everyone else. And it didn't work at all. It was an abysmal failure. And so then they said, well, what can we do differently? And they thought about it through the lens of how is our product different? And they figured out TikTok as this channel that's just growing rapidly and has a lot more uncapped upside.
Time will tell where things land, but I was excited to take a bet on them. I'm a big believer in those guys.
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