Diverging to Live Authentically

Jag Duggal is chief product officer at Nubank, a decacorn neobank founded in Brazil. It’s valued at over $30 billion, is bigger than Coinbase, Robinhood, Affirm, and SoFi combined, has 100 million customers (more than Bank of America!) while only operating in three countries in Latin America, and 80% to 90% of its growth comes through word of mouth. Prior to Nubank, Jag was a director of product management at Facebook, a senior vice president at Quantcast, and a product leader at Google. In our conversation, we discuss:

• How Nubank builds a fanatical user base

• Tactics for driving word-of-mouth growth

• Measuring customer love through the Sean Ellis score

• The importance of strategic clarity

• The role of category design in creating successful products

• Why companies should strive to be “fundamentally different,” not “incrementally better”

• Nubank’s vision for an AI-powered banking future

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Find the transcript at: https://www.lennysnewsletter.com/p/be-fundamentally-different-jag-duggal

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Where to find Jag Duggal:

• LinkedIn: https://www.linkedin.com/in/jagduggal/

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• X: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Jag’s background

(04:34) Nubank’s remarkable achievements

(06:01) Nubank’s product development process

(11:23) Nubank’s values

(12:16) Building products people love fanatically

(15:21) The Sean Ellis score

(21:27) An example project using the Sean Ellis score

(25:07) Picking up the phone and calling customers

(28:20) The importance of starting small and iterating

(30:42) Pushing back effectively

(34:10) Uncovering pain points through customer research

(37:53) An example of setting a clear hypothesis

(42:01) Developing a strategy

(52:16) “Be fundamentally different, not incrementally better”

(53:10) Category design

(57:37) Nubank’s founding story and goals for the future

(01:00:46) Advice for adding new product lines

(01:03:46) The future of fintech and banking

(01:09:23) AI corner

(01:12:34) Failure corner

(01:20:24) Key takeaways

(01:22:11) Lightning round

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Referenced:

• Nubank: https://nubank.com.br/en/

• Coinbase: https://www.coinbase.com/

• Robinhood: https://www.robinhood.com/

• SoFi: https://www.sofi.com/

• Affirm: https://www.affirm.com/

• Lemonade: https://www.lemfi.com/

• Bank of America: https://www.bankofamerica.com/

• Nubank achieves a world record with more than 7 million people participating in NuBolão in one month: https://building.nubank.com.br/nubank-achieves-world-record-with-nubolao

• Nu México carries out first financial transaction 20 meters under the depth of the sea: https://www.bnamericas.com/en/news/nu-mexico-carries-out-first-financial-transaction-20-meters-under-the-depth-of-the-sea

• David Vélez on LinkedIn: https://www.linkedin.com/in/david-v%C3%A9lez-1004875

• Cristina Junqueira on LinkedIn: https://www.linkedin.com/in/crisjunqueira

• Edward Wible on LinkedIn: https://www.linkedin.com/in/adamedwardwible

• Sequoia Capital: https://www.sequoiacap.com/

• Churrascaria: https://en.wikipedia.org/wiki/Churrascaria

• Nubank’s real foundation: our culture and values: https://building.nubank.com.br/nubank-culture-and-values/

• Working Backwards Press Release Template and Example: https://www.linkedin.com/pulse/working-backwards-press-release-template-example-ian-mcallister/

• Sean Ellis test: https://productcoalition.com/using-sean-ellis-test-for-measuring-your-product-market-fit-c8ac98053c2c

• How to know if you’ve got product-market fit: https://www.lennysnewsletter.com/p/how-to-know-if-youve-got-productmarket

• Reid Hoffman on LinkedIn: https://www.linkedin.com/in/reidhoffman/

• Ultravioleta: Nubank expands its premium card offer and adds new features on the product’s first anniversary: https://international.nubank.com.br/company/ultravioleta-nubank-expands-its-premium-card-offer-and-adds-new-features-on-the-products-first-anniversary/

• Jeff Bezos: Amazon and Blue Origin | Lex Fridman Podcast #405: https://www.youtube.com/watch?v=DcWqzZ3I2cY

• The Innovation Method Behind Swiffer Madness: https://www.fastcompany.com/3006797/innovation-method-behind-swiffer-madness

• Kevin Systrom on LinkedIn: https://www.linkedin.com/in/kevinsystrom/

• Good Strategy, Bad Strategy | Richard Rumelt: https://www.lennysnewsletter.com/p/good-strategy-bad-strategy-richard

• Good Strategy/Bad Strategy: The Difference and Why It Matters: https://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239

• The Crux: How Leaders Become Strategists: https://www.amazon.com/Crux-How-Leaders-Become-Strategists/dp/1541701240/

• How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more): https://www.lennysnewsletter.com/p/how-to-become-a-category-pirate-christopher

• Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets: https://www.amazon.com/Play-Bigger-Dreamers-Innovators-Dominate/dp/0062407619

• Playing to Win: How Strategy Really Works: https://www.amazon.com/Playing-Win-Strategy-Really-Works/dp/142218739X

• A framework for finding product-market fit | Todd Jackson (First Round Capital): https://www.lennysnewsletter.com/p/a-framework-for-finding-product-market

• Citi: https://www.citi.com/

• Santander Bank: https://www.santanderbank.com/

• Fidji Sumo on LinkedIn: https://www.linkedin.com/in/fidjisimo/

• Harvard Kennedy School: https://www.hks.harvard.edu/

• Susan Wojcicki on LinkedIn: https://www.linkedin.com/in/susan-wojcicki-b136a99/

• Coldplay—“Lost+” ft. Jay-Z: https://www.youtube.com/watch?v=PkCDRm_YRFg

• Google Buys DoubleClick for $3.1 Billion: https://www.nytimes.com/2007/04/14/technology/14DoubleClick.html

• Real-time bidding: https://support.google.com/authorizedbuyers/answer/6136272

• From Third World to First: The Singapore Story: 1965-2000: https://www.amazon.com/Third-World-First-Singapore-1965-2000/dp/0060197765/

• The Gilded Age on HBO: https://www.hbo.com/the-gilded-age

• Lomi: https://lomi.com/

• Nubank careers: https://international.nubank.com.br/careers/

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Lenny may be an investor in the companies discussed.

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