Field Notes from Building, Launching and Scaling B2B Products
Frameworks I actually use, launches I’ve led, and the occasional refusal to do things the usual way
August 37 min
10X growth, and where it is hiding
In 2018 the founder of Semrush asked me to grow a product 10X in two years. Three places that growth actually hides — and none of them require a new product.
July 285 min
How to hire best-in-class players for best-in-class teams
Four rules I use to hire exceptional people — including the one my former boss called the Intimidation Stage, and the AI check we introduced after a VP-level hire.
July 219 min
The anatomy of a perfect product marketing launch: a real example
How the framework works in practice — the launch of an advanced loyalty program at Sweed, from the launch tier and success metrics to the research that gave the press a reason to care.
July 1416 min
How to launch an IT product: a step-by-step go-to-market strategy
The code is in production and nobody is using it. A nine-step launch framework — launch tiers, positioning, the information hook, and the checklist to run before anything goes live.