How Waking Up grows

Prices at the top of the meditation category: $20/month and $150/year, more than double Calm's $70/year. Justified by high-quality content from Sam Harris; the guest ties the price headroom to ChatGPT resetting the consumer anchor at $20/month.

Waking Up launched on Sam Harris's existing podcast and video audience, and the first meditation in onboarding is in his voice. Similar: MacroFactor pushed through Jeff Nippard's fitness content, and Mark Manson's Purpose app. Guest advises: if you have a connection to an influencer or YouTuber with deep audience trust, build an app with them for day-one distribution. Caveat for exits: the deal must keep the creator on board making content, and creators often refuse earn-outs.