Translate the app into many languages with AI and test nearby markets

Yuliya Lennox… a lot of cash value. It is right, but in the same time, you should look first at what you know best. So Babbel, a great example, what's their name? Blinkist also. They started with Germany and they're super big in Germany and they're getting the same results in Germany as some people are getting in the US, which is what, 10 times bigger. So if you have a benefit of knowing some local market better, definitely use it because this is what Eva did.

Yuliya LennoxIt was very good in speaking their native language and they started this super funny, super whimsical app that everybody in their local country liked. Then they grew it to all their other languages. But the actual lesson here is not that the actual lesson here is the world is really, really big. And with current AI, when you can translate any service in three hours into any languages, why don't you try different languages? Why don't you try localization? Because this is something that can double your income just by trying, let's be honest. And there are markets that if you go to conferences, you know that everybody's talking about like, "Oh, go to Japan. They're so rich and they will bring you a lot of money." It's kind of hard. It's kind of hard to go to Japan because they have very local things. But at the same time, there are a lot of countries that are just as Americanized, Europeanized, can even say that, but it's okay where you can find a lot of benefits for yourself.

Yuliya LennoxSo localization is something I would definitely bet on if I had to join any company. And I see it also happening in a lot of companies. When one door closes, the other ones open. What we found, for example, in my last company, it was that testing your ads, testing your ads is super important. You need to test 500 ads per week. And if you do that on US CPMs, you will definitely go broke. But if you do that with countries that have the similar …

David Barnard… in an interview, I thought it'd be great to chat. And so I think it'd be a really interesting thing for folks to think about and take your perspective and some examples we gave and stuff of what does feel like it pretty far crossed the line. But as we wrap up, and this has gone so long, but I did want to still do our lightning round. So what's the most impactful experiment or change or something that you implemented this year, your biggest win?

Yuliya LennoxI would say localization. I would bet on it over everything else. That's the way to open markets that you have never took money from.

David BarnardWhat is the worst experiment, the biggest fail of the past year that you learned from?