Understanding and Engaging Adjacent Users for Product Growth

Bangaly Kaba was an early growth PM at Facebook, head of growth at Instagram, and VP of Product at Instacart and is currently Director of Product at YouTube overseeing a global team working on creator monetization. Bangaly has also been a growth advisor to dozens of companies, including Twitter, on the board of multiple companies, and is an active angel investor. In our conversation, we discuss:

• A simple framework for choosing where to work and what to work on

• The importance of “understand work”

• The “adjacent users” theory and how it can help you drive growth

• Advice for coaching product managers

• Invaluable lessons from his time at Instagram, Facebook, and YouTube

• Much more

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Find the transcript and references at: https://www.lennysnewsletter.com/p/frameworks-for-growing-your-career-bangaly-kaba

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Where to find Bangaly Kaba:

• X: https://twitter.com/iambangaly

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

• Instagram: https://www.instagram.com/iambangaly/

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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) Bangaly’s background

(06:31) Choosing where to work and what to work on

(08:39) The impact factor

(10:53) Evaluating the environment

(15:53) The manager component

(18:27) The skills part of the equation

(23:49) Advice on finding a mentor

(25:42) The power of “understand work”

(31:17) Operationalizing understand work

(37:55) Balancing understand work

(41:25) Managing complex change

(45:26) Effective management of product managers

(51:35) The role of product managers as coaches and team leaders

(54:52) Driving growth through flywheels and value proposition

(01:03:14) Understanding adjacent users

(01:08:41) The role of partnerships and SEO in Instagram’s early growth

(01:16:08) The secret behind Instagram’s growth

(01:25:37) Lessons from Facebook

(01:29:15) Failure corner

(01:31:58) Lightning round

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Referenced:

• Impact = Environment x Skills: How to Make Career Decisions: https://www.reforge.com/blog/how-to-make-career-decisions

• Thinking beyond frameworks | Casey Winters (Pinterest, Eventbrite, Airbnb, Tinder, Canva, Reddit, Grubhub): https://www.lennysnewsletter.com/p/thinking-beyond-frameworks-casey

• Casey Winters’s blog: https://caseyaccidental.com/

• Ben Thompson’s newsletter: https://stratechery.com/about/

• Elena Verna on how B2B growth is changing, product-led growth, product-led sales, why you should go freemium not trial, what features to make free, and much more: https://www.lennysnewsletter.com/p/elena-verna-on-why-every-company

• George Lee on LinkedIn: https://www.linkedin.com/in/geolee/

• Bangaly Kaba: The Path to 1 Billion: Lessons Learned from Growing Instagram—CXL LIVE 2018: https://www.youtube.com/watch?v=L9ZHlb6kj_E

• What Is ‘Dogfooding’?: https://www.nytimes.com/2022/11/14/business/dogfooding.html

• Bloom’s taxonomy: https://en.wikipedia.org/wiki/Bloom%27s_taxonomy

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

• Mike Krieger on LinkedIn: https://www.linkedin.com/in/mikekrieger/

• LeBron James: https://en.wikipedia.org/wiki/LeBron_James

• Kobe Bryant: https://en.wikipedia.org/wiki/Kobe_Bryant

•  Mike Krzyzewski: https://en.wikipedia.org/wiki/Mike_Krzyzewski

• John Calipari: https://en.wikipedia.org/wiki/John_Calipari

• Stripe: https://stripe.com/

• Chief: https://chief.com/

• Jobs to be done framework: https://jobs-to-be-done.com/jobs-to-be-done-a-framework-for-customer-needs-c883cbf61c90

• The Adjacent User: https://brianbalfour.com/quick-takes/the-adjacent-user

• How the biggest consumer apps got their first 1,000 users: https://www.lennysnewsletter.com/p/how-the-biggest-consumer-apps-got

• Alex Zhu on LinkedIn: https://www.linkedin.com/in/keepsilence/

• From Brush to Canvas with Alex Zhu of Musical.ly: https://www.youtube.com/watch?v=ey15v81pwII

• Selena Gomez on Instagram: https://www.instagram.com/selenagomez/

• Kim Kardashian on Instagram: https://www.instagram.com/kimkardashian/

• Rob Andrews on LinkedIn: https://www.linkedin.com/in/robby-andrews-64669720/

• Instagram’s growth speeds up as it hits 700 million users: https://techcrunch.com/2017/04/26/instagram-700-million-users/

• Range: Why Generalists Triumph in a Specialized World: https://www.amazon.com/Range-Generalists-Triumph-Specialized-World/dp/0735214484

• Deep Work: Rules for Focused Success in a Distracted World: https://www.amazon.com/Deep-Work-Focused-Success-Distracted/dp/1455586692

• Start at the End: How to Build Products That Create Change: https://www.amazon.com/Start-End-Products-Create-Change/dp/0525534423

• Flighty app: https://www.flightyapp.com/

• Adam Grant on Instagram: https://www.instagram.com/adamgrant/

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.

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