Koby Conrad
@kobyjconrad
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Hi, I run Growth @Rupa_Health , follow to watch us scale to $1B/yr in lab sales. 🧪 YC Alumni (S19), Angel Investor, I wrote a book on Growth Marketing. 📚
San Francisco
Joined August 2019
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Pinned Tweet
JESUS Growth Hacking Christ ...
@tryramp
bought out 10 billboards for Rupa Health in Times Square trying to convince us to join 🤯
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I went through YC with my brother as Quirk, Cognitive Behavioral Therapy on your phone.
We did NOT have PMF, something like 98% user usage churn. 🫣
But damn.. just talked to a guy “Quirk literally saved my life” & now I can’t stop thinking about that 2%.
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Friends.. I TURN 30 today!! 🥳 but ya’ll aren’t gonna get a “30 lessons” thread.
INSTEAD I’m spending the day helping my portfolio company learn how to do Growth Marketing.
This is going to be the biggest startup of the next decade. 👀
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Treating turning 30 like I get a second chance at 20
about to enter my “move to SF, live on nothing & work 24/7” era 👀
only difference is I have 10 years of skills, friends, brand, & experience
… but the same hunger as that 19 year old buying inventory instead of groceries
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Am I allowed to invest in startups before I start tweeting about VC or is that a requirement to become an accredited investor?
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@TaraViswanathan
@yaronhadad
It could easily be done
All you got to do is copy & paste one letter at a time & it’ll look super authentic 🥷
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Okay Twitter it pains me to admit, but despite all its flaws San Francisco is the greatest city on earth. 🌁
Moving back Feb 8th.
Looking for a room with amazing roommates that love to build things. DM me or tag people. 💙
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Fun fact, my first real business was selling “Koby Beef” at 9 years old. 🥩
My life in 26 bullet points:
- Built a lemonade stand with my brother (4 & 2 years old)
- Saved $ to buy chickens & sold chicken eggs
- Saved $ to buy a cow, launched Koby Beef
- Bought two cows,
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I’ve unleashed a monster. 🥹
Tara’s Twitter game so strong that now every time something blows up we have reporters reaching out to do a story.
Twitter 🤝 PR 🤝 Backlinks
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Idk why this is hitting me right now - but it's my last week in San Francisco after ~5 years.
This city changed my life. Moving here was the best thing I ever did for my career.
I'll be back. Often. 💙
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I just want to brag on social media for a second.
Our team went to a conference with hundreds of doctors and signed up over 33% of the attendee's.
33%. Of every single person at the event.
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There is so much power in moments.
Hitting $1M ARR, becoming a unicorn, finding PMF. Turning 30, getting married, hitting your 1 year work anniversary.
These things define the stories of our lives. Make sure they are incredible for your users, employees, and friends.
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People always ask why Rupa doesn't have any competitors...
I always tell them the truth. 👀
Rupa is "basically impossible to build".
We only exist because our founders had an idea and didn't realize it couldn't be done.
So then they just did it.
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Serious question, at this point isn’t every company a tech company?
I feel like if you’re not in the “tech industry” that’s just code for being ancient.
Technology is a fundamental layer for all businesses. 👀
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I think the TLDR is make shit you are proud of. Even if the metrics suck, do things in spaces that truly matter.
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You guys want a
#buildinpublic
stat that's absolutely mind blowing?
Every day as people search on Google, Rupa Health appears 250,000+ times in the results.
Every day. Like clockwork. For free.
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$1,000 says that NVIDIA outperforms 99.9% of all VC funds in the next 10 years.
Market demand for compute is absolutely absurd.
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Founders who have the courage to pivot from failure to failure to failure are some of the most impressive humans in existence.
I’m not going to tag you, but you know who you are.
Please keep swinging.💙
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Who is building the company that is going to make an AI clone of your grandparents before they pass?
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I want to angel invest out of my 401k.
Who is building this?
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I literally can't help myself from putting money into YC startups. It's an addiction.
I need to resign myself to the fact i'm doomed to be an angel investor for life.
It's the only way I know how to survive.
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My first 10 angel investments happened through SO much ignorance & luck.
But 50% of them pacing for over $1M ARR 12 months later, so that's pretty cool. 👀
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Honestly I’m literally not here to make sound investment decisions.
I’m here to invest in cool founders & cool products & to justify a gambling addiction with a well crafted story about positive risk.
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Giving this rebrand a full ship. 🚢
Hope ya’ll been enjoying the story of our march to $1B a year in lab sales.
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Is it possible to hire an interior designer for a studio for under $2k? 👀
I want my new place to look like an AirBnB instead of “Koby bought shit off Amazon”
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Who is the BEST YouTube thumbnail artist you know?
I need the freaking picasso of thumbnail creators
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If your zoom chat didn’t look like this today you should quit your job
(Also we’re hiring across all departments 👀)
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It’s absolutely wild we just hand unproven 20 year olds millions of dollars & tell them to go build a billion dollar company.
It’s even crazier it actually works. 👀
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Founders learning skill sets outside of their core discipline are so badass.
Engineers learning to sell, product managers learning to code, building a startup is basically a game of how well you can learn hard things. 🔥
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Serious questions, why aren’t luxury apartments structured like hotels?
- Cute restaurant in the bottom w/ café on side
- Rooftop bar + pool to drink coffee & watch the sunrise
- Daily cleaning service
- A tier gym
This has to be massively profitable & would increase QOL. 👀
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Super random but I am convinced
@calcom
is going to be an absolutely massive company
Their founder Peer has been low key consistently executing for years and it shows
A stoic march to the heavens 📈
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Most under rated growth advice is to hire extremely friendly humans.
Growth causes friction. You want to solve hard problems with people you enjoy being around.
Ignore this and you will be miserable. 🙏🏻
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We've been posting videos on YouTube consistently for 2 years with basically no results.
OUT OF NOWHERE the algorithm finally decided it was time to reward us.
Just keep swimming boy's and girls.
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The startups in this YC batch are absolutely incredible. 👀
Seriously so many are solving really hard problems, watch this vintage be massive.
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Buildspace is pretty freaking cool - i'm so happy the world has a "YC for not-VC-backed companes".
This should be super fun.
And also shout out to the "calling people out in public" strategy to get them to commit. Lol
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I just want you guys to know my YouTube went from 3 -> 4 subscribers today, so I’m basically pacing for 10,000% MoM growth.
In all seriousness - if you don’t freaking love the process of just creating content you’re doing it wrong.
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Friendliness is such an insane competitive advantage.
You will literally get better terms on your deals, hire stronger candidates, and win over more customers.
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Not to blow the spot, but ya’ll are sleeping on Reddit.
50k+ views, thousands of clicks, & you don’t need any followers. 🥓
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Is there any better feeling than being inside (as an investor or employee) an undercover startup just KILLING it?
It’s like having this secret that the mainstream is only going to find out about years later.
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There is no greater joy on gods green earth than watching signups from organic SEO slowly overtake signups from paid SEM
Years of work & faith, that turn a paid channel into a free one 🔥
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This is a sign that your organization is evolving 🥹 we should list it on our benefits page
@linear
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How I used to define success:
- a CXO title
- a huge house
- a beautiful partner
How I define success now that I’m an investor:
- my founders txt me back at 2am to my “u up” txt
- buddies from uni hit me up for a $5k check
- owning every SKU of Patagonia
Mindset matters 🔥
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Telling the new guy about how startups are a marathon not a sprint.
New Hire: "I sprint marathons."
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Okay weird day but now it’s hitting me, wildly thankful for my life.
Family that loves & supports me in every way possible.
@evanjconrad
A job that allows me to live a life where I can have everything I’ve ever wanted.
@TaraViswanathan
The opportunity to build something
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The craziest part about working at Rupa is that after we make a new hire I frequently get a DM:
“I’m literally in tears I didn’t realize working could be like this.”
The first time I heard this I thought they were sucking up, but then it just kept happening. 👀
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Dating before tech:
- Do they like me?
- Are they fun?
- Are they attractive?
Dating after 6 years in tech:
- Do we have aligned mission statements?
- Are they high velocity?
- Can they pass the panel interview?
It’s crazy how one executive coach can change your whole life 🥹
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I think my calling in life is to help founders become really successful. 🌲
Helping them grow, investing into them, I know it’s a little silly and cliché.
I don’t think my success will ever be the result of “one big thing” but the composite of helping my friends.
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Okay so I’m hiring for a PM & have 10 interviews lined up next week. 🔥
What’s your favorite PM interview question, or how do you vet if someone is “good” at Product?
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We live in a bubble.
You think it’s crazy some people haven’t used ChatGPT before? A lot of them haven’t even tried Indian food or hot pot. 🤯
This is literally not a shitpost.
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Literally 80% of my product knowledge comes from:
- Hooked: Build Habit Forming Products
- The Mom Test
- The Lean Startup
- Zero to One
- High Growth Handbook
Read & internalize these and I swear you’ll be better than 99% of other Product Managers.
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I’m so insanely glad
@_buildspace
exists.
Not everything needs to be VC backed. Not everything needs to be worth a billion dollars.
YC for “creating cool shit” deserves to be bigger than YC.
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I met a NYC Real Estate Agent in Morocco when I was 19 that asked me:
“What do you want to become the best in the world at?”
I didn’t have an answer at the time, but I wish I could track her down to tell her what an insane impact that question had on my life.
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You either die an operator or live long enough to become a VC.
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Advice to any founders in their 20’s
Save yourself decades of struggle by pivoting into B2B infrastructure for you consumer SaaS app that has 50% MoM churn 🙏🏻
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Thoroughly convinced software is no longer a moat.
The only moats left:
- atoms
- brand
- distribution (kind of, there's always bigger fish)
- money (kind of, always someone richer)
- being ruthlessly better at product
- alligators
Am I missing anything?
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Saying spicy stuff about YC is good for engagement, but I’m literally “the worst outcome” of getting into YC …
And it’s the best thing that ever happened to me professionally.
Hot take about Y Combinator:
Many of their startups will get left high and dry after the initial hype. If you're not in the top 5% of YC with explosive growth, you may struggle more than if you hadn't been in YC
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The absolute best thing you can do for your career is to ruthlessly focus on having a job that optimizes your ability to learn.
Becoming the best in the world at your discipline matters SO MUCH more than comp.
Pay follows skill, not the other way around.
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If Elon “actually wins” it’s going to be mind blowing.
- affordable electric self-driving cars
- spaceships & humans on mars
- X, the everything app
As far as crazy billionaires go, I genuinely hope these things succeed.
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Video games were a huge reason why I became successful professionally 🤷🏻♀️
- I learned to type 120 wpm from RuneScape
- The auction house was my first taste of commerce
- Guilds in WoW taught me how to build teams
My current job is literally “make digital numbers increase” 🤫
No worse habit in the world.
I think there is a direct correlation with being overweight, lonely, single, broke and depressed.
My kids will not own video game systems while in my home.
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The best advice I’ve ever received:
There’s no right or wrong with most things.
Do your due diligence, vet for PMF. But then invest in vibes like you were going to do anyways. 🙏🏻
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Learning how to handle conflict at work …
Has taught me that humans are horrible at handling conflict IRL.
Lying / ghosting is code for not being able to tell someone the truth because it’s scary.
Let’s talk about how people say white lies at events.
We take fake calls.
We say “I’m gonna get a drink!”
We run to the bathroom 8 times in 1 hour.
What if we stopped doing this?
Months ago, I decided it was kinder and more interesting to say: “Thanks for chatting with me.
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Was talking with our cofounder Rosa today, learning:
There is no amount of data that will ever give you the same amount of user empathy as ACTUALLY talking to your user.
You can not replace the human connection with SQL.
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Wildly impressed by how AI companies have literally no moat
Every silly idea I have there's already 10 VC funded startups with $10M building it
You're gonna have to go super obscure on user type 👀
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Me: I think I could become a really good angel investor.
My friend: Koby you ARE a good angel investor.
Me: 🥹
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If you want REAL results you need to be producing sooooooo much more content than you are right now.
Some fun Rupa stats:
- we publish over 200,000 words/mo
- we're recording over 30 hours of video content/mo
- we create over 100+ memes/mo
We have 10+ 40h/week creators 👀
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You guys ever just get hit with "brand new to SF nostalgia"?
Like damn.. I remember applying to literally 300 jobs back in 2018 because nobody wanted to hire the no-brand Idaho boy.
Walking into a Blue Bottle for the first time trying to pitch myself to Eaze.
It was magical.
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It took 18 days for this video to hit 100,000 views 🔥
It took 3 years, 176 videos, and hundreds of thousands of dollars, to learn how to make this video 👀
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You know higher education is a pyramid scheme because it’s almost impossible to even validate degrees. 👀
No one does it & the friction is insanely high to check.
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This is literally one of the most important moments in human history
We are at the VERY beginning of the next stage of humanity
Information is about to compound in a way we can’t even understand
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Companies don’t promote people fast enough & I swear the reason is directly tied to the psychology of Anchoring.
They see you as “the person” they hired you as, that’s your anchor.
Our minds aren’t wired to comprehend massive growth.
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The easiest way to add brand to your resume isn’t to get a job at Google or Meta.
Just get your CEO to start tweeting and poof - brand. 🥹
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New due diligence question: if your partner cooks dinner, who does the dishes?
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Talk to your users, but realize that “shipping to learn” will let you move faster 9/10 times. 🙏🏻
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It's kind of cool how startup employees are basically investors gambling years of their life on a single bet.
It's a shame no one truly teaches them how to become amazing at it.
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You don’t need to be a founder to gain tremendous leverage. 🦾
Startup employees with equity gain access to ownership of $5M - $250M+ of capital.
Even the interns at series B/C companies are building generational wealth following this path.
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Nobody wants to talk about how your success in life is 95% determined by how you parents have reacted to this concept. 👀
My mom gave me a $20k check to build a Ecomm shop at 19.
My life doesn’t follow my trajectory without that.
My take on economy:
If you're older and own stuff (house, stocks, etc) .. the economy is pretty good because the price of that stuff keeps going up.
If you're younger or trying to own stuff, the economy is nearly impossible because the price of the stuff you want to own keeps
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Free growth advice
@loom
- if i'm on a free account and record a video over 5m, make a "ping sound" but then finish recording the video & ask me to pay you money in order to unlock it.
I will 100% pay money instead of rage quitting because I don't want to have to rerecord.
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I swear to god once Rupa IPO's to the moon my destiny is to buy 100 acres and start the Koby Beef farm.
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Sometimes the trick to life is to be a little dumb.
If you’re too smart you realize all the things that can go wrong. Overly optimistic people tend to manifest their realities.
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Business is the art of spending $1 and getting back more than $1 in a reasonable time frame.
Literally nothing else matters if you get this right.
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The universe calling me to become a VC feels so similar to the dark side of the force reaching out to the Jedi.
I just want to be an operator… but the alpha of an operator angel is so powerful. 👀
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I never met someone who became the absolute best in the world at their chosen profession while maintaining a balanced life.
This isn’t hustle porn - time is a finite resource you have to do something truly meaningful.
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Imagine trying to explain being a VC backed tech founder to your grandparents. 😂
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Look you have two options 🙏🏻
- spend $250,000 building a FB & IG following
- turn your CEO into a thread boy/girl
And both will give you the exact same engagement + reach. 🫡
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A good product should sell itself. 🔥
Until it doesn’t.
And you realize all users come from “somewhere” & you can drastically accelerate that process with sales & marketing.
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It’s absolutely wild that AI products have COGS that make them look like non-tech companies
Product makes 50% profit margin, is it an AI startup or a pizza restaurant? 👀
I wonder if the days of 80% profit margin SaaS is behind us
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You get a $100M investment on a $10B cap, but for the rest of your life there is a VC that is invincible & kills you by touching you.
It follows you, trying to kill you.
Do you take the money?
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POLL TIME: Is this written by a degenerate growth marketer, or an AI? 👀
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YouTube pays you $2 - $5 per 1,000 views.
Most media outlets make between $5 & $20 per 1,000 views.
The Rupa Magazine makes $1,000+ per 1,000 views. 🤯
The competitive advantage our content has isn’t even funny.
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You get into entrepreneurship for the freedom & dreams of becoming rich.
But then you stay for the commitments to your team / investors, & the dream of making THEM rich.
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Pro tip - treat your contractors like humans.
It's honestly crazy that this needs to be a pro tip, but if you pay someone money to work for you, ANY amount of money, treat them like an in-house employee.
Have 1:1's, care about their future, get them bought into your mission.
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If you put a check into a startup but don’t tweet about it, will the bank let the wire go through? 🧐
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The more experienced I get, the more I’m throughly convinced you need to hire slope over experience 99% of the time.
Startups are about learning hard things, not knowing all the answers.
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I don’t know who needs to hear this but sweat equity is equity too.
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Born too late to explore the world, born too early to explore the stars, born just in time to dress up as a VC for Halloween. 🥹
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I’m really good at losing weight.
And really good at gaining weight.
And really good at losing it again.
Is this healthy or do I need help? 👀
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Living in SF means picking between a gym that isn't open on the weekends, and one that costs $425/mo with a $2500 initiation fee. 🙏
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Marketing trick, take the most extreme views of your opinions to bump engagement.
I like coffee.
I really love coffee.
I will fucking die without coffee, I will do disgusting unholy things without an IV drip of caffeine.
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I was the OpenAI Product Marketer who did the competitive analysis on which GPT-Wrapper-Startups we wanted to kill.
Ask me anything. 🙏🏻
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