Build the product around the promise your ads sell, not the ad features

Joseph Choiand then downstream of that, what should the product look like to like be cohesive with the ads in some way?"

Asya PaloniThat's a great question. I think that for a long time Welltory's kind of big marketing machine and product lived in silos. And that was not great for us because we were missing a lot of the insights that marketing was seeing, and marketing was missing a lot of the kind of product value that we were packing into the product. I think we've spent the past year and a half, 2 years

Asya Palonireally trying to fix that rift. And we've seen uh a big payoff. Like basically when I looked at the ads that our marketing team was making, it would be a mistake to go and make those specific features. A lot of the times you just want to understand what what's the overall promise. And we saw that the overall promise is, "Hey, people want to make visible the things that are going on inside their bodies."

Asya PaloniSo, that's what we did.

Joseph ChoiIt's not really about showing the exact features that are inside the app. Uh like one of these features might be kind of boring to look at, or maybe boring to explain. But if you're able to show it in a more creative, like visual way in the ad, it's more about the premise. Could you give me some examples of that? Like, what are some of the really useful features in the app that