Robert Warner

And we did a test launch.

We call our test launch a test launch of our BVP.

Everybody here familiar with the term MVP?

Yeah, we did a BVP, which we call a barely viable product.

And it really was.

But it had one thing going for it that gave us massive value.

So what we did, we did a test launch.

And we did that to our own internal email list.

One thing, we'd been in the agency space for several years.

We had a good email list.

And all we did, knowing that we had a product that was pretty weak and pretty feature incomplete, was we focused on the big marketing idea.

You'll hear people talk about hooks and USPs.

We had one thing, and we sold the hell out of it.

Once we'd done that, we then went into what we called our sort of product-led growth, which is a far grander term for anything than we formally ever did and do, which was we had weekly user calls with all our users.

and a group basis.

And it meant we could get accelerated feedback and grow really quickly.

And it also meant we could build out marketing angles.

One thing you'll see throughout this session is we're kind of marketers first and foremost.

We're about building the big ideas.

We're about the angle, the hook, the reason why.