maximus greenwald
@MaxPGreenwald
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1st time founder figuring it out. CEO @warmlyai . xProduct @Google
Denver, CO
Joined May 2015
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Pinned Tweet
1/In the last 1️⃣5️⃣ weeks I’ve published a
#purplecow
thread every week.
Purple Cows 🟣🐮 are things that make someone or something unique or remarkable.
And so begins my realization that there may be a framework for how to be unique or remarkable. Early thoughts 👇
1
3
21
1/Purple Cow
#21
🟣🐮: Most of what we think makes a $B founder is flat out wrong🙅♂️
Statistically, there's very little holding you back from creating a remarkable company.
Here's what the data reveals about unicorn founders👇
4
9
126
1/ 🟣🐮Purple Cow
#4
:
@domm
of
@fast
just raised a monster $102m Series B by selling five dollar sweatshirts.
Domm changed the game by using a Show Don't Tell
#purplecow
to sneakily get more users in the early days of Fast.
It created INSANE virality. Let’s do a teardown 👇
1
9
147
1/ 🎉
@TechCrunch
announced our $11M Series A today
Round is led by
@felicis
along with
@NFX
, Zoom Ventures,
@FPrimeCapital
,
@MatchstickVC
and
@mavenventures
15
13
128
⏰ Set a 2-year reminder to leave Google
🔥 Tried building Tinder for Co-Founders
🏃♂️ Joined
@beondeck
🤝 Met
@zhaolan_monk
at On Deck Hackathon
💻 Settled on new vision of Warmly and raised $4.5 Million to empower human connection
3
5
65
1/CEO
@nrmehta
built a 1.1B🦄 co. by creating a new category - Customer Success
I asked Nick how he made CS the new differentiator in our businesses👇
5
8
53
1/ Those who learn the fastest, win.
In an attempt to teach myself how to make my startup
@WarmlyComma
more unique and remarkable, every Thursday I do a teardown of a
#purplecow
🟣🐮. My goal is to see what lessons I can apply to
@WarmlyComma
Follow along to learn📚 with me!
1
6
41
On Deck is an incredibly community -
@daveboothy
,
@eriktorenberg
,
@Milad_Razav1
and
@julianweisser
are building the next great connective force in tech for folks just getting started on their entrepreneurial journey. Shout out to them and the whole
@beondeck
team 🔥
2
1
36
"Your job as a CEO is to build fire departments, not put out fires. If you’re regularly putting out fires yourself, you’re doing it wrong. Focus your time on how to enable others on your team to put out fires themselves."
2
4
34
1/🟣🐮Purple Cow
#16
:
@packyM
's newsletter
@notboringclub
grew 0 to +40K readers🚀 on
@substack
in just a year.
Now, it's a dealflow engine⚙️for his angel syndicate.
How does sharing stories land new VC deals? I interviewed
@packyM
to find out...👇
2
2
32
1/Purple Cow
#22
🟣🐮: There's 3️⃣ qualities of a product that people create billion dollar companies from.
Here's the truth about where massive value comes from 👇
4
5
21
Masterclass in launching & iterating:
@eriktorenberg
@david__booth
@btaleisnik
and the
@beondeck
crew.
Something wild being announced every week it seems. Incredibly hard to launch & iterate on community too. By doing it with humbleness and transparency they are crushing it.
2
0
28
1/🟣🐮Purple Cow
#17
: 💬"Can I put you in my pocket and go for a walk?"-
@elizabeth
, founder + GP at
@scribblevc
@elizabeth
has made 💯 investments w/ distanced walks on FT audio calls.
She told me how airpod walk’n’talks build deeper relationships w/ founders she invests in 👇
2
2
28
Offering 30 min
@ycombinator
and
@techstars
practice interviews to any entrepreneurs with interviews coming up! A dozen amazing founders helped us prep for ours and
@valyermakova
@carinaboo
@zhaolan_monk
and I want to give back. DM me or max
@warmlycomma
.com
3
3
27
1/ 🟣🐮Purple Cow
#11
:
@mmhmmapp
founder
@plibin
has raised $35.6M from
@sequoia
’s
@roelofbotha
, among others, for a startup whose name is impossible to pronounce.
Or is it?
I hopped on a mmhmm video call with
@plibin
to talk about the
#purplecow
name behind
@mmhmmapp
👇👇
2
4
25
🧐 Fewer than 5 companies have ever gone through
@techstars
AND
@ycombinator
.
📚 Both are exceptional and both have flaws. But which is right for you? If you’re a founder applying right now:
⚔️ YC vs Techstars - the inside scoop from my cofounder Val
1
2
23
6/ See, rather than tell people that his checkout experience was fast, he showed people.
Showing is much more believable than telling.
If I told you I was the best swing dance ever, would you believe me? Show Don’t Tell is a great
#purplecow
.
2
1
22
Monday marks an exciting milestone in the life of a CEO for me - first ever board meeting for
@WarmlyComma
. I'm a bit nervous 😅
Thank you to
@simonschmincke
for the lift - I googled "Board Deck Template" and used your template!
4
0
22
1/ 🟣🐮Purple Cow
#2
:
@ChickfilA
scaled their revenue to $10.5Bn without needing Sunday.
Just because of their delicious sauce? I don’t think so.
Here is the secret… 👇
1
1
18
Free Business Cards in Zoom ⁉️
Uniquely Auto-Generated for every meeting 😱
Warmly,
1
7
17
1/ 🟣🐮Purple Cow 11: Fred Franzia generates over $501M ARR from Two Buck Chuck and other discount wine brands.
Ever walk into a Trader Joe’s (
@TJOfficial
) and try one of their “Two Buck Chuck” wines? Delicious🍷
Learn how hatred for elitism led to this
#purplecow
👇:
1
0
18
🔥2mins of ‘show not tell’ ft.
@warmlyai
... woah Blake Bartlett from
@OpenViewVenture
!!
The Product-led Growth (PLG) wave Blake built has become so obvious you just have to embrace it 😎
Watch Blake show how & why Warmly is winning the
@Zoom
game:
2
7
17
11/ Ps. What’s a
#purplecow
🟣🐮?
A purple cow is a unique or remarkable action taken to stand out.
First invented in 2003 by
@ThisIsSethsBlog
, it’s now a core life philosophy I use in my daily decision making.
I also use it to drive outcomes at
@WarmlyComma
1
0
17
1/ 🟣🐮Purple Cow
#8
:
@thisiskip_
got 2M+ impressions and 50K+ page views on Twitter in under 2 years
This is because he’s the Build In Public guy.
Here's a thread on how to be an X Person
#purplecow
👇
1
2
17
I suck and am always late to meetings.
Best part about building a product that you use every day? You can solve your own problems :)
Sneak peek - "Running late" in : 1-click to let your next Zoom meeting know ur a few mins late. Useful to anyone else?
2
0
16
I was struck tonight reading the headline "This Company Pays Its Employees $7,500 To Vacation Tech-Free"... The company is
@FullContact
, policy chosen by
@bartlorang
. At first I thought this was a waste of $ until I realized that this was a pretty smart
#purplecow
move. 👇 (1/5)
1
2
17
1/ 🟣🐮Purple Cow
#10
:
@mrdubin
of
@DollarShaveClub
spent $4500 on a video that led to $65M in ARR three years later.
How did
@mrdubin
do it? Swearing like a F**king sailor -- “Our Blades are F**king Great"
Here’s how this
#PurpleCow
made
@DollarShaveClub
a legendary company 👇
1
3
17
Baby steps! Thank you to my cofounders
@zhaolan_monk
@carinaboo
and
@valyermakova
and our consigliere's
@JamesCurrier
@NattyZ
@mvernal
@elizabeth
@HarryStebbings
@techstars
@ycombinator
who help keep the wheels on the bus from falling off
We've raised our $2.1M seed round led by
@JamesCurrier
of
@NFX
with participation from
@NattyZ
of
@MatchstickVC
, and
@HarryStebbings
@mvernal
@elizabeth
,
@dflieb
&
@PickensAllison
🎉
We couldn’t have done this without you ❤️📈🚀
2
2
41
0
2
16
1/🟣🐮Purple Cow
#23
: "be the change you want to see in the world" isn’t a banal platitude
It’s
@KatieS
life mantra that helped her raise $25M then $85M for
@MoxxieVentures
as a solo GP💪
I asked her how taking the leap landed her on cap tables like
@carta
@clubhouse
&
@certn
👇
3
4
10
1/ 🟣🐮Purple Cow
#14
: Chewy’s pet paintings. 🐶🙀
@chewy
under
@sumitsingh
has added 5 million+ new customers during the pandemic 💥
One outrageous customer service trick stands out in their efforts to improve brand loyalty.
Read on below to find out more 👇
2
2
15
2
1
16
1/ 🟣🐮Purple Cow
#6
: Amadeo Peter Giannini got a 1958 invention in the hands of 101m people in just ten years
The adoption of the credit card used a Can’t Ignore Me
#purplecow
(the first ever “product drop”) to succeed.
Here’s the scoop on the founder of
@BankofAmerica
: 👇👇👇
1
0
16
4/ After posting the idea, growing his followers, and providing updates to build hype, Domm convinced users to experience it on their own... by selling super cheap $wag
In exchange for an insanely discounted $5 hoodie, users onboarded into the Fast checkout experience. Sneaky
1
0
16
1/ At
@WarmlyComma
we added an extremely unusual step in our hiring process: a reference check with a family member. I can't tell you how illuminating it is to learn about a candidate through the eyes of their little sister or their father.
2
0
15
1/ 🟣🐮Purple Cow
#7
: Last week
@coinbase
was valued at $77bn.
This comes months after CEO
@brianarmstrong
published a statement that Coinbase is a “mission focused company” without a political stance.
Here’s how this contentious
#purplecow
increased their valuation 9x 👇👇👇
3
2
15
1/Purple Cow
#19
🟣🐮:
@jaltma
from
@latticehq
is the CEO everyone wants to work for🥇
He's building the 22nd fastest growing startup🚀by being the performance management guru.
Jack taught me how his superpower created an elite company & team👇
2
3
13
Welcome to the
@WarmlyComma
family
@nrmehta
@elizabeth
@davidcohen
&
@JamesCurrier
🎉
Our commitment is to work night & day to ensure you all have the most incredible experience being a part of our beta 🙏
0
0
14
8/ What went wrong 🙅♂️:
@Fast
launched too early and was unable to handle the volume of transactions it received on opening day.
But Domm, a leader of the
#buildinpublic
movement, was honest about the issues Fast was facing. (CC
@thisiskp_
,
#buildinpublic
founder)
1
0
14
2/ Domm Holland, CEO of is slick. I mean really slick.
His LinkedIn Bio read - “My whole life, every triumph and every failure has put me in my position to lead one of the worlds most important ventures, Fast.”
1
0
13
1/ 🟣🐮Purple Cow
#5
:
@ntaychak
of
@salesforce
is a mover & shaker of people.
As the architect behind
@Dreamforce
conference she sends 171,000+ software junkies to grind SF to a halt each year
Let’s breakdown how she created Salesforce’s cultish community in this
#purplecow
👇
1
0
13
1/ 🟣🐮Purple Cow
#11
:
@google
’s founders Larry Page & Sergey Brin created the “I’m Feeling Lucky” button in Google Search.
This is how confident they were in their product
Check out this
#showdonttell
#purplecow
👇👇
1
1
13
1/ 🟣🐮Purple Cow
#25
:College isn't worth it &
@dstrachman
invests in founders who agree.
She left the
@thielfellowship
to assemble a team of investors that's turning university credentialism on its head.
Learn how
@1517fund
is landing decacorn deals from college dropouts 👇
1
3
12
Probably the first example of our new product spreading through an organization like wildfire 🔥:
Week 1: 1 traveler (we call our users, travelers)
Week 2: 3 travelers
Week 3: 17 travelers
Week 4: 33 travelers
Land-and-expand playbook ¯\_(ツ)_/¯
Thank you
@davidcohen
💪 happy to have you and team
@techstars
(over 30 employees now on Warmly!) finding us useful
0
0
2
1
2
13
1
3
13
5/ The Hoodie itself was basic (no offense
@domm
) but the price point was so appealing that thousands of users signed up for checkout experience.
Domm’s Customer Acquisition Cost was built into the price point for the cheap hoodie. Very Purple Cow.
2
0
13
1/ 🟣🐮Purple Cow
#9
: Chad Johnson earned $46.6M in his
@nfl
Career. That’s pretty good.
But it was legally changing his name to Chad
@ochocinco
in 2008 that turned on the $$ making machine for one of the best wide receivers ever.
Let’s break down this absurdity
#purplecow
👇
1
2
12
Oftentimes I ask VCs, why the heck do you back first time founders?
We have NO idea what we’re doing.
And funny enough the answer I get is “exactly"
... Why naively stumbling upon product-led growth was perfect for
@warmlyai
on by
@ZacharyDeWitt
0
3
11
B2B Founders: if you're not using
@GetCabal
's Deal Board feature you're insane.
It's LinkedIn Sales Nav but made for founders.
s/o to to my mom offering intros to Bain.
0
1
12
Something is happening. Waitlist signups are skyrocketing today for
@WarmlyComma
() 🚀 and I don't know why 🕵️♀️
WHO POSTED ABOUT US & WHERE (Google Analytics is failing me)
1
0
12
The older I get, the more "adult" I become, the more I realize that nothing can beat the advice of my mom & dad.
0
0
10
12/ For me and
@warmlycomma
’s new product I’m now thinking about some wild ideas:
Targeting new-grad journalists, growth hacking
@joinClubhouse
, or charging $1M/month/user for our premium service… unless a user answers the riddle “what is 2+2?”
We’ll fucking see what happens.
1
2
11
3/ Fast is a good idea but it needed user adoption for its checkout experience to take off
Domm decided to
#buildinpublic
getting attention from thousands of users pre-launch
Domm’s first step? Begin the conversation on Twitter about a revolutionary new checkout experience
1
0
11
7/ What went right 💡: The hoodies made rounds across Twitter and other forms of social media, and Fast Co was quickly labelled as the hottest marketed startup of the month.
For example:
1
0
11
9/ In exchange for this vulnerability, Domm ended receiving free user feedback from thousands of Twitter followers, creating a pipeline to constantly improve the product.
1
0
11
16/At
@warmlyAI
, we’re wildly grateful 🙏 for
@elizabeth
on our team. Plus I got an idea:
The next time I’m hiring for
@WarmlyAI
, I’m going to have my candidates walk’n’talk with me.
But I probably won’t tell them if I have to pee in a bush...
0
1
11
13/“What can I say? There’s a high chance that someone will need to hit a bush and pee” she recalls.
E was the first check ever into
@warmlyai
& she continues to stand out to me as my most “authentically herself” investor.
1
0
10
👨💼Fancy Zoom Setup + Collared Shirt on top
🙈 Shorts, barefoot and dirty food bowls on the bottom
These are my true colors, what are yours? ¯\_(ツ)_/¯
#ShowYourTrueColors
#wfhlife
0
2
10
2/Conventionally, you want to meet founders in person the first time around.
This is not
@elizabeth
’s approach🙅♀️
Instead, she encourages you to take a walk & call her as she hikes the Portola Valley trails in CA 🏃♀️
1
0
10
@nicklawson85
@HarryStebbings
@jmj
@jmj
Purple Cow is a concept from a marketing book by Seth Godin () - you're either unique or you're invisible.
For example, at
@WarmlyComma
we have a Comma in our name. People either hate it or love it. But it's not boring. And that attention helps us
1
0
10
There are three kinds of startups in this world: decacorns, unicorns and punycorns. For now, but not for long,
@WarmlyComma
is a punycorn. 🦄
0
0
10
1/ 🟣🐮Purple Cow
#15
: In 2020,
@vladtenev
and
@bprafulkumar
1.01 million people on their waitlist list for
@RobinhoodApp
.
Great referral & waitlist programs ensured that Robinhood would begin with a 💥
Here’s how
@vladtenev
created a
#purplecow
:
1
2
10
8/ At
@WarmlyComma
we’ve been personally onboarding each of our travelers and helping them build out their unique Warmly Passports (profiles). 🛂
Perhaps we could make custom passport photos/stamps for each traveler :) at📨💌
#purplecow
🟣🐮
0
1
8
10/ My takeaway from
@Domm
’s purple cow for me and
@Warmlycomma
is to show how useful we are -- not just tell.
My other idea is to charge $1,000,000/year for Warmly () unless you answer a riddle. Then it’s free 🤣
1
0
9
Sliding into our DMs to get off our waitlist faster?
I see you. Sorry we can't folks into
@WarmlyComma
fast enough :/
0
1
9
@Taylor_Nieman
haven't heard of Safari -- is it spoken in only while adventuring with Lions and Giraffes?
2
0
9
Congrats
@elizabeth
! Proud LP and
@WarmlyComma
is a proud portco!
Today
@ScribbleVC
is born! I'm thrilled to announce that I've started Scribble Ventures () a pre-seed, seed, and series A-focused fund, with
@anneliesgamble
and a little help from
@kevinweil
.
150
55
922
0
0
9
12/ For
@WarmlyComma
I just reached out to our customers
@iterable
and
@getro
to brainstorm a
#purplecow
collab (and hopefully turn that into a case study!) -- stay tuned.
1
0
9
0
4
9
1
0
7
0/ The key to winning in business is to create trust between you & them
Humans typically do this in 3 ways:
1/Establish Credibility
2/Forge Authenticity
3/Find Commonality
It's just harder on
@Zoom
. Things building my biz in the virtual professional networking space taught me:
1
3
9
@carinaboo
and I joined On Deck Scale 1 to uplevel our game as venture scaling founders.
Let me know if you'd like me to refer you to On Deck Scale 2 or want to hear about the inside scoop
Applications for our 2nd On Deck Scale cohort starting in April are now open. ODS has helped 80+ venture scale founders grow as leaders through executive coaching, workshops and a highly curated community.
Come scale your company alongside the best.👇
4
19
83
1
1
9
Congrats to
@PaulDornier_
and
@hdornier
who's startup
@meetingbird
was acquired today by
@FrontApp
! Hard work and a stellar product. Looking forward to watching them continue to change the way I use my email and calendar
1
0
9
Email signatures are so 2010s. 🙅♀️
Calendar signatures for the 2020s. 😱
Today we live in calendar, not email. Control the first impression you make the moment before every meeting with calendar signatures by
@warmlyai
(DM me for a VIP invite)
0
2
7
14/ Purple Cows 🟣🐮 are things that make someone or something unique or remarkable.
These 4 purple cows types are my first exploration into building a framework around this concept to help
@Warmlycomma
be successful in our startup journey.
If you think of others, let's chat.
0
0
7
4/The nature of investor/founder Zoom calls feigns formality🤵
@elizabeth
has found that just walking & chatting removes that pressure to be formal.
When the 4️⃣ virtual walls of a Zoom call disappear, conversation becomes more authentic.
1
0
8
10/ “See, in startups, most decisions should be either great or terrible.
One you you acknowledge that most startups fail, and failure is totally cool, then you realize that preventing downside risk isn’t important” -
@plibin
Boom. (
@HarryStebbings
<-- taught me to say boom :))
2
1
8
13/ “I’m not a fan of the purple cow gimmick”, Phil told me.
“I’m not motivated to be unique… or even be competitive or be the best… I just care about building something that’s really good for the world”
I love that. Even if he’s not a fan of my thing :)
1
0
8
I've been getting freaky lately with my BCC's for intros.
Life is short and it's hard to be remembered.
Be a Purple Cow 🟣🐮 and say something unique
0
0
8
3/ Having felt first-hand the growing challenges that sales teams face, especially in this market, we understand that knew that immediately actioning buyer interest is the secret to success.
First $99 invoice we ever closed back in 2020…
1
0
8
9/ How might u and your company show your value directly upfront, & even better, do it in a delightful way?
Getting a tiny bit of success convinces a user to come back again & again
@CuffeJamie
at
@retool
has done this exceptionally well on their site:
1
0
8
Whether you want to work remote, or join us in Hawaii or Colorado - I'm looking for new friends to hang out with and build the best way for champions to keep using their favorite software at every new job they take. Apply to be an engineer
@WarmlyComma
!
0
0
8
What you can learn from this 📚: $7.5k/employee/year is peanuts to attract top talent & higher retention. Especially when the typical replacement cost for an engineer is 91% of yearly salary! I want
@WarmlyComma
to come up with something just as
#purplecow
like 🤔 (4/5)
1
0
8
8/So how does it go down?
@elizabeth
says: “Well, I'm in a baseball cap, no makeup. The kids are drawing on my walls in the background.
I’ll start on Zoom video to show them Im not just real but human
Then I say, ‘hey can I put you in my pocket and we can both go for a walk?’”
1
0
8
Coming out of stealth in a few weeks 🙃, thanks
@thescottleese
!
Playing around with this new tool from my dude
@MaxPGreenwald
and the Warmly team and...
color me impressed. Wow.
1
0
5
0
0
8
11/ Examples include:
🟣🐮
#2
:
@ChickfilA
artificially creates scarcity by being closed on Sundays
🟣🐮
#15
:
@vladtenev
and
@bprafulkumar
got 1.01m people on
@RobinhoodApp
‘s waitlist pre-launch with FOMO
6/ Robinhood also asked users to invite their friends to the platform. 📩
The more people they referred, the farther up they moved on the waitlist.
As described in
@ViralLoopsHQ
: who wouldn’t want to jump ahead in the queue?
1
0
4
1
0
6
2/ Ps. What’s a
#purplecow
🟣🐮? A purple cow is something unique or remarkable. Invented in 2003 by
@ThisIsSethsBlog
in his best selling book, it’s a core life philosophy I use in my daily decision making. I'm also trying to use it to drive outcomes at
@WarmlyComma
.
0
0
7
@toddmckinnon
@okta
At
@WarmlyComma
we've defined a metric for this: Lifetime Value of Champions (LTVC). Todd if you want to do this at scale would love to talk :)
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Just connected my "Zapp Pad" - quick hot keys for Zoom Meetings on a physical device. Love it.
What other innovations will radically change the we connect over virtual meetings?
#meetings
#connection
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13/ At
@warmlycomma
it's now clear to me that we need to focus on punchier. concise. writing.
+ we need to become a lighthouse for something Unbelievably Niche and Do it Consistently.
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