GTM Sauce

Shepherd · B2C · Bible reading habit app

Pitch a God-first lamb against Duolingo's AI-first owl during its backlash

~10K Discord members from the launch push; later fans rejected an AI feature

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What they did

Borrowed Duolingo-style micro-animations and art style while Duolingo was being criticized for its AI-first push, framing the app as 'God-first lamb over the AI-first owl'. The launch push built a Discord community.

What happened

About 10,000 Discord members came from the initial push, but the anti-AI framing later caused backlash when an AI chat feature was added.

In their words

Daniel Kwon - He made $2.2M from building simple apps. Here's how (no-code)

Play from 27:21
27:07

Joseph ChoiThat's really interesting. So you mentioned that in the new version of Shepherd, there's going to be a social component where people can kind of interact with each other in their Bible study. So I'm going through some of the messaging flows in Spotted in Prod.

27:21

Daniel KwonThe thing with Spotted in Prod is that so many of the designs that you see on here are really unique, but it's more like I'd say the micro-animations on this site that are really useful. But at the end of the day, you would always want to develop like your own brand identity. In regards to Shepherd, for example, a lot of like the micro-animations and art style came from Duolingo. So Duolingo was kind of getting canceled at the time, and we thought it would be really funny and viral if we built off of that momentum wave,

27:51

Daniel Kwonwhere Duolingo's getting canceled, the owl's getting canceled, but that's why you should interface with the lamb instead. It was like God-first lamb over the AI-first owl because that the Duolingo owl was getting canceled for using AI in all of its videos. It was kind of like us versus them. We had like an AI chat feature we added to the app very briefly, and we had like some backlash in our Discord. We had like We still have, I think, like 10,000 members in our Discord

28:17

Daniel Kwonoff that initial push, and some people are just not happy to see AI because of how much the original contact stemmed around being against Duolingo's AI-first initiative.

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Tags: discord, us-vs-them, counter-positioning, news-jacking, mascot