From 2000 to 2012, ABC English grew their customer base by 200x. The company faced two major challenges: content and incentives. In the span of time that ABC English had been running, a wandering star called the smartphone had disrupted multiple industries including education.
Businesses run on incentives — from attracting customers with great prices, to drawing in talent with great salaries. But incentives aren’t something you set once; you must constantly revisit them to adjust to changing times. Cindy Mi, founder and CEO of the learning platform VIPKid, has leveraged the power of incentives to build a thriving global learning community — and, to shepherd her organization through a black hole-sized disruption.
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