Turn every feature launch into a video, thread, landing page and fresh ads

Luke Harries… building growth engines. And what's a growth engine for us is, it's a system which we track and we optimize and we set ambitious goals and we repeatedly take this engineering approach to marketing where we try and level up every time we do it. And so, one specific way we do this is through big launches. And something which is very unique about AI is that when you get a new model that unlocks a new capability, which gives you a new viral moment.

Luke HarriesAnd so, the heartbeat of the growth team is working hand in hand with our incredible product and research team, such that when they're launching new features, new models, new capabilities, we put it through this growth system, and that normally translates into what's hopefully a really viral moment. For example, we have the world's best speech-to-text model. And so, when we release Scribe v2, it's like, "Okay, let's do an incredible video and tweet thread to really show the world how to do that and top all the benchmarks." But then that also translates behind the scenes into a world-class landing page, sort of time to update all your different Meta, your LinkedIn ads, your Google Ads. So yeah, the launches are really the heartbeat for us.

David BarnardYeah. I think this is really overlooked in the broader industry. And when you're working on a feature, ideally you're working on something that people are going to care about, and that wouldn't be just your users. It's a great opportunity to expand that messaging beyond just putting it in the app and putting it in app banner. Although, some people don't even do that. A lot of apps don't even have a on launch open, what's new, and, "Hey, check out …