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The Funnel Is a Model of One Purchase
Everyone files Notion under product-led growth. Trace the fuel instead of reading the label and the acquisition engine turns out to be a Content loop, with Skill and User riding underneath. A funnel could never have told you that. It models one purchase, and every cohort enters at zero.
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The Durability Question
Kyle Poyar scanned 50 SaaS and AI-native sites to see how they answer “why not just use Claude?”, then said plainly he wasn’t going to guess at how durable any of it was. Picking up the thread he set down: every branch of his tree is a content decision, and two questions separate a message from a barrier.
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Urgency Is Not Yours to Create
Two questions founders ask backwards, and the six forces that explain why. Pushes come from the buyer’s world, which leaves the resisting side as the only side you can move before the sale.
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Every Pivot Has a Required Input
A pivot is a bet, and every bet runs on a specific piece of customer evidence. Mapping Ries’s ten pivot types to the JTBD input each one requires, and why only two of them ask who is struggling.
More in this series soon.