Every run scored in baseball is worth one point, but not all runs are the same. An earned run occurs when the hitting team scores despite the fielding team’s best effort. An unearned run, on the other hand, is the result of an error by the defense...

Getting someone’s name wrong makes for a bad impression. That applies to email too, of course. You’ve seen emails that start like this:

Or this:

Imagine this scenario in real life, face-to-face with an acquaintance: “Hey first name, so great...

There’s valuable feedback about your product and your business hidden beneath the surface.

Above the water sits the easily visible feedback: metrics you’re collecting in analytics tools, NPS survey responses, customer complaints, angry Twitter rants...

Humans are not particularly rational decision-making beings. Left to our own devices, we’re susceptible to a wide variety of mistaken beliefs, flawed heuristics, and simple logical fallacies.

We acknowledge and address these natural susceptibilities...

The free trial is your product’s audition, the point of transition for people to move from an acquisition channel—content, paid advertising, word-of-mouth, etc.—to actual usage. This is the key timeframe to set people up for success. Don’t expect users...