Pitch the app as great for ADHD in videos and the first App Store screenshot

Joseph Choi… is like the viral UGC, the Chrome extension was like using AI to summarize things, and then this was like, you know, putting that on mobile and creating like a a cool like mobile experience. Um yeah, okay, that makes sense. So then when you're building um Coco, what was the um I guess, did it start from like thinking, oh, we could make this go viral on TikTok or was it more like, oh, this is a great idea for a product or a little bit of both?

Zack HargettI think it's very wise to think of how you're going to grow and where your your users and where your customers hang out online. And so it was very natural to do short-form video content. So that that was um that was a a major assumption that, you know, thankfully we were right on, but I was extremely confident that that was the best way to frame it. For us, uh one of the things that I was confident in is that what we were building could help people with ADHD, and so we leaned into that from the start.

Joseph Choi… a big I don't know if trend is the right word, but it's definitely like on the rise. People are either getting ADHD more or realizing they have it or just have symptoms of it. Um I notice that on your first app screenshot in the App Store, you say, "Great for ADHD." Is this like a continuity thing where you're seeing where you're talking about ADHD in your content, and then when people hit the page, they see, you know, that congruent messaging?

Brett BaumanYeah, it's also a lot of saying back to users what they've told us. Um you know, some like "never miss a key detail" is uh things that users have told us either in App Store reviews or when talking to them. The ADHD thing as well is like they tell us they have ADHD and that it's so helpful to them.

Joseph ChoiOkay, so we went back to the origin story, but uh we were talking about the product. You have this principle of like build for, you know, building Navy SEALs, not the whole Navy. Um and it seems like you apply that to the marketing side and the engineering side. Four engineers is like pretty a pretty small um team. How do you How do you accomplish building a great product with with a small team?