Subversive

Rachel Hepworth, former CMO at Notion and growth marketing expert from Slack and LinkedIn, shares her insights on how community engagement spurred Notion's success in AI. She reveals how the company pivoted towards AI Writer by leveraging user-generated content like templates and demos. She discusses the challenges of catering to both individual users and businesses while scaling internationally. Additionally, Rachel highlights the importance of community champions for advocacy and navigating feedback to enhance authenticity in brand perception.

Zain Abiddin, a seasoned global product builder and leader with over 15 years of experience, shares his insights on Canva's spectacular growth. He discusses how Canva expanded internationally, adapting localized pricing and payment methods to penetrate new markets. The launch of Canva for Teams played a pivotal role in boosting revenue and enhancing user collaboration. Zain also highlights strategies to combat involuntary churn, emphasizing the critical role of data analysis and A-B testing in refining pricing strategies and user retention.

Ravi Mehta, a seasoned product executive with a history at Tinder, Facebook, and Tripadvisor, shares insights into Tinder's explosive growth. He discusses how the app went viral on college campuses, thanks to its innovative swiping and marketing strategies. The conversation delves into Tinder's clever monetization model, featuring multiple subscription tiers and in-app purchases designed to retain high-intent users. Ravi also highlights the challenges of consumer subscription apps and the importance of delivering continuous value to combat user churn.

Ron Schneidermann, entrepreneur and former CEO of AllTrails, shares insights into transforming the world’s largest outdoor platform. He reveals how AllTrails shifted focus from hardcore enthusiasts to appealing to casual hikers, leveraging user-generated content for engagement. The discussion highlights the importance of strategic pricing and SEO for growth, including unique challenges of international expansion. Ron also emphasizes the role of AI in enriching user experiences while advocating for nature connection through innovative outdoor activities.

Greg Stewart, CEO of Ladder, an innovative strength training app, discusses the company's incredible 2,000% growth. He reveals how Ladder pivoted its pricing strategy from $60 to $30 to better align with customer needs. Greg elaborates on the creation of the 'Ladder Quadrant' to identify high-value user segments and emphasizes the impact of turning in-house coaches into TikTok content creators for user acquisition. He also touches on the importance of community engagement and AI in enhancing the overall fitness experience.