Field Notes from Building, Launching and Scaling B2B Products
Frameworks I actually use, launches I’ve led, and the occasional refusal to do things the usual way
August 3 · 7 min
10X growth, and where it is hiding
In 2018 the founder of Semrush asked me to grow a product 10X in two years. Three places that growth actually hides — and none of them require a new product.
July 28 · 5 min
How to hire best-in-class players for best-in-class teams
Four rules I use to hire exceptional people — including the one my former boss called the Intimidation Stage, and the AI check we introduced after a VP-level hire.
July 21 · 9 min
The anatomy of a perfect product marketing launch: a real example
How the framework works in practice — the launch of an advanced loyalty program at Sweed, from the launch tier and success metrics to the research that gave the press a reason to care.
July 14 · 16 min
How to launch an IT product: a step-by-step go-to-market strategy
The code is in production and nobody is using it. A nine-step launch framework — launch tiers, positioning, the information hook, and the checklist to run before anything goes live.