Ekaterina Howard 3/10/22 Ekaterina Howard 3/10/22

4 mindset traps that prevent you from running effective customer interviews

“Talk to your customers,” they said. But how do you actually get to those mind-blowing insights everyone’s talking about?

Yes, interviewing customers is complicated. But not the way you think.

Scheduling interviews, coming up with incentives (or choosing not to incentivize), deciding on the questions, and challenging yourself to turn on your camera are all table stakes. The biggest challenge: overcoming mindset traps that make you a crappy interviewer, without you even noticing.

Ekaterina Howard 1/31/22 Ekaterina Howard 1/31/22

5 signs your B2B SaaS startup isn't ready to scale — and how to fix it

Unpopular opinion: moving faster is easier when you have a solid foundation.

It runs contrary to the “move fast and break things” motto — but as you go from startup to scaleup, moving fast and breaking your ad funnels costs conversions without opening up new opportunities.

For the purposes of this post, we’re assuming that you already have happy customers, found MPF and have developed a growth strategy.

If not — running fast and lean experiments makes a world of sense.

But if you’re at the point when it’s all about growth, then read on to find out about a (tragically undervalued) document that’ll take your growth foundations from shaky to rock-solid — and help you scale faster and without driving CAC through the roof.

Ekaterina Howard 8/25/21 Ekaterina Howard 8/25/21

Early-stage startups: are you making these survey blunders?

How to get honest and thoughtful answers to your survey questions — and prevent biases from derailing results (especially if your startup relies on them for growth).

Ekaterina Howard 4/10/21 Ekaterina Howard 4/10/21

10 little-used ways to get more mileage out of your case studies

Find out how savvy marketers and startup founders promote their wins on their website and beyond.

Ekaterina Howard 2/26/21 Ekaterina Howard 2/26/21

Taking case studies from "sales spin" to "spellbinding"

Make your case studies more persuasive by learning about the surprising factors that affect our perception of content credibility.

Ekaterina Howard 11/30/20 Ekaterina Howard 11/30/20

4 underutilized ways to ignite conversions with copy and content

Not every blog reader is going to become a customer. Not every blog reader is going to become a subscriber. But that doesn't mean that you shouldn't try to convert as many of your blog visitors as possible into subscribers or into customers.

These 4 tweaks can help fast-moving startups convert as many of blog visitors as possible into subscribers or into customers.