I went to two of the events at Lift99 last week. Ragnar shared his stories in both events. He talked about Pipedrive, Lift99, and a new skill-sharing platform to launch soon. It aims to facilitate knowledge exchange among passionate people. The vision resonated with me a lot.

“Great knowledge comes from where great minds meet” is my belief. I enjoy discovering new experiences, new perspectives, and new skills from different people. However, I didn’t realize how important it could be thriving in a great ecosystem until I reached Bay Area.

The enlightenment came in 2014 in San Francisco. I had a coffee with Mary and asked for her tips as we were new to the game industry. Mary was very helpful, and I felt I should offer something back as it is the way I was educated. Her reply was one of the most memorable moments:

“We got a lot of help when we were new here. We are just doing the same now. You are hard-working. It would be great if we could help you become successful and you could help more people as well.”

It became one of my core values. I would try my best, and offer help whenever possible. Thanks, Mary and Kevin, for being generous to me.

Then I came to Estonia, a small country with a population of just 1.3 million. The scale of the Estonian tech community is not comparable to Silicon Valley, or any major tech hubs in the world. But it is unique in a way I felt the helpful ecosystem again from more than the tech community only.

As a young country, Estonia didn’t have many legacy industries. Adding more humans to the country is practically impossible; embracing technology and corporation is the only way to grow. Tech is a common language among almost all industries. Not only are startups and SMBs connected with each other in some ways, but the government is also involved by making impossible moves like Startup Visa, a joint-program operated by the Estonian government and startup veterans, become possible in a short period. I was also fascinated by how tech-savvy some so-called traditional companies are when meeting them.

That makes Estonia a unique ecosystem with more than just the tech community. The government and most businesses are involved in collaborations as well. The whole country is operating like a startup itself — people know (almost) each other and somehow help each other.

Besides the valuable insights I received from the tech community, I also received help from the folks at Startup Estonia, to get in touch with relevant government officials regarding my question, which I had no idea where to find the information. The Estonian government responded in light-speed (government standard) as well. It is slow compared to the private sector’s standard, but no complaints as long as there’s progress shown.

With thriving good news from different teams recently, I am looking forward to seeing how the launch of the skill-sharing platform could accelerate knowledge exchange in this unique community, and offer my help simultaneously to co-grow with the community.

By the way, Avery (one of the passionate folks I met in Estonia) and I are also working on a side project Growth Story to help teams share and learn practical growth tips with each other. More awesome stories are coming. Talk to us if you believe in co-growing and have interesting growth stories to share.

Be Helpful And Co-grow was originally published in Product Growth Learnings on Medium, where people are continuing the conversation by highlighting and responding to this story.

I moved from 🇭🇰 to 🇪🇪 one and half years ago (中文版)

The journey started with a Facebook Ad I stumbled upon after quitting my previous job. It was a role that I was planning to further explore. The fact that it was in an early-stage startup from an unfamiliar country made it even more attractive. I hit the “Apply” button straightaway.

Three months later, in March 2016, I landed Tallinn, the capital city of Estonia. It was a crisp night (or a fairly warm night by Estonian standards). Without a proper jacket, I couldn’t stop shivering on the way from the plane to the terminal building. But I was so excited to figure out the unknowns ahead.

Everything’s new

I was joining Jobbatical as the first B2B marketer in the 11-person team, which had just moved into a new office. There was nothing in the new office for the first few weeks after I arrived. The team had to sit (or lie) on the floor for meetings. I loved the early-stage setup so much that I felt inspired to make as many contributions as possible.

In addition to the professional challenges of building a B2B marketing process from scratch, it was also fascinating to work with a very-multicultural team.

As an international recruitment platform, Jobbatical has been eating own dog food. The team grew from 10 people, mainly from Estonia, into a 25+ team from 10+ different countries.

I have been a huge believer in blending different cultures to make the world a better place. By immersing myself in such a multicultural working environment, I got to hear a lot of stories from my coworkers and found out how ignorant I had been. Understanding other cultures is definitely a fast track to a better self.

By the way, I also watched my first Eurovision in Tallinn, the most European TV show ever.

I’m E-stonished

Some friends asked if I had any problems living in Estonia. Thanks to my fellow superb coworkers in Jobbatical, I couldn’t recall any issues other than being astonished.

Even when my bike got stolen in front of the office building, the case was cleared in 6 months without hassle. My coworkers called the police and filed a case online (yes! online!) right away once it had happened. I went to a police station to record my testimony and, after that, the thief was caught within 3 months. I got a letter (it would be even better as an email) from the court about the penalty for the thief another 3 months later.

Despite the incident, everything has been much better than I could imagine. There is nothing similar to the post-Soviet countries in those Hollywood movies. Estonia is so well-developed in many aspects. Electric cars and trams moving around. I don’t need to bring cash for anything, including food trucks. People are friendly and helpful. With modern buildings popping up in the city, the Old Town stays medieval, while the countryside remains green.

Last week, I booked a time slot for a haircut in one minute which I was, again, astonished by, even though I had been getting used to E-stonia. The coverage of online services is so broad, from small business to big companies, and from private sectors to government services.

I often overheard tech and startup-related conversations in random cafes. Not to mention how many times I bumped into random tech people on the street, in restaurants and even in the countryside. It is good to feel ideas flowing around.

Move fast and break things

I went for a walk the first night after I arrived in Tallinn. Some streets were so dark, with abandoned buildings on both sides. I had to pass those areas at a faster pace.

Some of those haunted houses have turned into modern apartment buildings now. There’s a nicely-designed market nearby and a few other construction sites around. I can see the city being so energetic, with new things introduced every now and then.

As one of the most digitalized countries in the world, buzzwords like blockchain, AI and ICO don’t sound that distant from the reality in Estonia. The residency card system has been built on blockchain technology, delivery robots are tested around the city and there is a plan to launch country-level ICO in Estonia.

New technologies usually come with a seed of doubt. A few weeks ago, e-Residency announced a piece of news about a potential security vulnerability in the system and some people were worried. It was unbelievable to see a government organization admitting to having issues. The transparency and the attitude toward fixing it actually earned my respect instead of making me panic.

It’s not the mistake that matters; it’s how you deal with it.

Do you want to stay in Tallinn or Hong Kong?

Someone asked me this question. But I didn’t get to pick only one. I picked both and some other cities. They should not be exclusive to each other. I gained tons of experience in Tallinn and San Francisco that I could never have had in Hong Kong and vice versa. There are always unexpected synergies from staying in multiple cities.

I’ll still be hanging around in Tallinn in the near future, helping teams organize knowledge with my cofounders in Hong Kong. Nothing beats the Estonian winter as the best place for staying focused and building the product. You are more than welcome to visit me and bring me some warmth. 👋 if you are in the city! 🇪🇪

中文版：在愛沙尼亞的一年半

From Hong Kong To Estonia was originally published in Product Growth Learnings on Medium, where people are continuing the conversation by highlighting and responding to this story.

Joining OneSky has been the greatest (without “one of”) experience in my life. It has been so much fun seeing a product grow from nothing to one with a decent number of well-known clients in 5 years. It was an eye-opening journey. Although it came to an end last month, it doesn’t mean the bonding between us ended. The skills I learnt, the bits of knowledge I obtained, and the people I met will be with me forever.

Enlightenment

There was almost no information about what the tech world was like 5 years ago within my circle in Hong Kong. I was about to graduate from the university. Facebook and Google were no closer than Pluto. I was never one of those brilliant kids who figured out how to sell lemonade when they were 6. I didn’t know what to do after graduation.

I was a freelancer when studying in university. Some clients who weren’t technical and showed no respect to product building pissed me off. I decided not to do that anymore after graduation. OneSky offered a chance to focus on building a sense-making product. I didn’t care about the topic. It was great to build a product without dealing with nonsense clients. What’s even better was it ended up being what I liked a lot.

There was nobody familiar with the translation industry in the team back then. This came with a lot of problems. It could be easy to say NO to them. After being pushed to some that I was about to say NO to but got them solved, I realized it’s not that hard. There are usually a lot of solutions for a problem. We are not building Tesla or SpaceX. Plus, the learnings obtained during the process would be staying with me forever. The obstacle is the way.

I became determined and fearless.

Mind-blown by the world-class people

There is a Chinese story: a frog sits in a well and looks up to the sky, saying the sky’s so small it already knows everything about it. Hong Kong was the well before I visited the Bay Area 4 years ago.

I met people way younger but had achieved way more than me. I realized those people behind the world-class products were also living on the Earth, instead of some unknown galaxies. Being a little rebellious, it made me work harder after that. They had been doing something that I could do as well but didn’t simply because of laziness. I had never had such a strong feeling that I wanted to be part of them.

That could be where the ambition and workaholism came from. I don’t want to complain about things and regret not doing something when I get old.

Inspired by people around

By staying in a small team, I had the chance to work with everyone directly and be inspired by them. Work has been tough, but the a-ha moments with team members outweighed the intensive working style.

It was even greater to work on customer support and sales. Those roles provided me chances to interact with more people from different countries.

Experience in customer support taught me how to dig deeper into a problem. Usually, a client was not suffering from what he told you. I met a doctor-to-be friend, and he told me this was also what doctors had been encountering. Patients usually misunderstand their own problems. Finding out the real problem from a complaint has been a valuable skill along the way. Plus, some clients were nice and helpful, so I had learnt a lot from them.

As an introvert, it was difficult for me to interact with strangers. I didn’t even talk to people actively in university. The sales experience offered me the most important change in my life. I learnt how to hustle and interact with people.

Like a sponge, I have been trying my best to absorb knowledge from all the people I met. Sometimes, it was difficult to tell if that’s an advantage or disadvantage. I had to imitate it and the other way around to see the difference between the results. It could not work well every time. But given enough number of trials and errors, it could be effective.

I learnt how to learn. I knew how little that I’d known.

Work hard, play hard and make friends

The 5-year period was the toughest one I have ever had in my life. There were a lot of problems to solve every day that obviously 8 hours was not enough. I had to work my ass off to make sure things were on the right track. The sense of achievements that followed motivated me when I was about to give up. It was so fulfilling to see a client pay (and his time saved) because of my work.

Working with a group of smart, mature, and straightforward people was great too. We shared some good times playing board games, made fun of each other. We also delivered value to clients together, helping each other, instead of messing with each other. Without all the great team members, I couldn’t have overcome the shit load of work. Some said you couldn’t make friends during work. But I am still very “naive” to believe professionalism and friendship could be maintained when both are mature and sincere enough. You argue, you understand each other, you improve, you move on.

I also made close and like-minded friends during the people-meeting journey. It was all about the click moments you could have with each other, instead of how long you have known each other or worked with each other. I also received a lot of advice from mentors and friends. Some of their suggestions or comments will affect my life forever.

I am very grateful to have met them.

What’s next

The 5-year period is long and short. It is so long that I gained a lot from it. It is so short that I still haven’t reached the goal. It is a pity but I don’t regret.

I am now having my first vacation in South East Asia after non-stop working for 2 years. I have never felt so relaxed.

The end of one journey is the beginning of another. I am sure the next one will be more awesome and keep leading me to the goal.

The End of My First Startup Journey was originally published in Product Growth Learnings on Medium, where people are continuing the conversation by highlighting and responding to this story.

App Store title is a vital component of your app’s exposure. Both iTunes App Store and Google Play Store weight title in a critical way (compared to the descriptions and keywords) when it comes to the search results and rankings. It is tricky because there is a character limit for the title. Also, there is a review process you need to go through on iTunes App Store. It can be even more complicated if you need to deal with titles in different languages.

Character Limits

Let’s start with some facts:

• iTunes App Store: at most 255 characters for the title, with the review process.
• Google Play Store: at most 30 characters for the title.

Please note that even though iTunes App Store allows for a longer title, it is not as long as you thought. The reviewers only accept the titles that sound natural. It is almost impossible to fill in the 255-character space and sound natural at the same time. Keyword spamming comes with the risk of being rejected by Apple. It is not worth trying.

The realistic character limit of the title on the iTunes App Store is actually about 100 to 150 characters.

Types of Titles

Technically, there are 5 possible types of title. I will use the imaginary photo app InstagramKiller as the example.

1. Simple: InstagramKiller
2. Right-to-the-point: I am Instagram, bitch
3. Keyword-spamming: InstagramKiller — Instagram, Facebook, Twitter, Pinterest, Airbnb, Uber, Hello, World, Big Data
4. I-am-your-competitor: InstagramKiller — The Best Alternative to Instagram
5. Features: InstagramKiller — Awesome Photo Editing App with Cool Filters

#1 Simple: InstagramKiller

Many apps that don’t care about the keyword optimization adopt this title style. Usually, they grow much faster in other ways so that their names are already some high-traffic keywords. You can check out Facebook, Twitter, Pinterest and Uber.

But most of the apps are not one of them. Your app may drop some potential audience because of applying this simple style.

P.S. The Editor Team of Google Play only accepts the Simple title. If you want to be blessed and featured on Google Play Store, this is the only way.

#2 Right-to-the-point: I am Instagram, bitch

This title only works if the reviewer is out of his/her mind. Let me know if Apple approves your app with a similar title.

#3 Keyword-spamming

This title should technically be the best-performing one, with a lot of high traffic keywords. But the reviewers from Apple will 99.999999% reject your submission, because this does not sound natural to the users.

They hate people trying to mess up with their system, including FBI.

#4 I-am-your-competitor

InstagramKiller — The Best Alternative to Instagram

Apple would probably approve this kind of title (disclaimer, not 100% guaranteed) because it sounds natural. However, there’re almost no relevant keywords included. Only 1 competitor name with some general words (best, alternative).

Not recommended.

#5 Features

InstagramKiller — Awesome Photo Editing App with Cool Filters

This title is the best among the options, since Apple updated the search algorithm in Nov 2015. Title weights significantly more than keywords. So it makes more sense to put relevant keywords in the Title (without being rejected).

You can even make it better without being rejected: InstagramKiller — Awesome Photo Editing App with Cool Filters to Share on Instagram

This structure would be like this:

[Name] — [Adjective] [Feature] app [Conjunction / Connective Words] [Adjective] [Feature] [Conjunction / Connective Words] [Competitor / Target audience / Benefits]

Examples:

• iTunes App Store (61 characters): CallTaxi — Easy Car Calling App with Carpool Better Than Taxi
• Google Play Store (27 characters): CallTaxi — Easy Car Calling

Instead of asking the translators to “translate” the app title directly and sound weird after for other languages, you can provide the structure above to the translators so they can come up with a “localized” title with keywords inside. That performs much better than a directly translated title.

Since Nov 2015, Apple automatically ranks your app in the search results of some brand names. But you never know which ones they are going to rank you with and which ones not. Just keep trying to save the spaces in a 100-character limit for other keywords.

ASO is a process to track and improve. Sometimes your app just cannot rank anywhere in high traffic keywords like Instagram. Forget about it and try another one.

P.S.S. I am building an auto-curation Robot for the best articles on different topics. Here’s the one about App Marketing. Subscribe if you like the article.

How to Craft Your App Store Titles Globally was originally published in Product Growth Learnings on Medium, where people are continuing the conversation by highlighting and responding to this story.

iTunes App Store is hot. It is one of the most efficient distribution channels right now with about 100 million users in the United States and counting around the globe.

The number of apps has been growing rapidly, but there’s limited space for exposure. App Store Optimization (ASO) becomes an important skill for mobile marketers, just like SEO for all marketers to fight for the rankings and get more downloads.

Just like Google, iTunes App Store is a black-box within which no app developers know exactly what’s going to happen after making changes. After conducting some experiments with multiple apps, I have some significant but not-so-obvious findings of iTunes App Store, which could help you improve the effectiveness of ASO.

The experiments were based on filling in all 28 languages (including 4 English languages) to maximize the number of keywords. So the findings may not be applicable for those apps with only 1 English language.

1. Do Not Miss English (Australia) and Spanish (Spain)

There are 147 iTunes App Stores but only 28 languages available for the description and keywords. It means that some languages affect multiple regions, while some regions consider keywords in multiple languages.

You can put 100 characters in each of the languages, including commas. Technically there are 2,800 characters to describe your apps in 28 languages. It is important to optimize the performance within the constraint by knowing how it works.

There is a list of those languages in different regions in the iTunes Connect admin panel.

Here are a few highlights:

• English (U.S.) only affects the United States (App Store).
• English (Canada) only affects Canada. This is obvious.
• Besides Spain, Spanish (Spain) also affects the United States. Please be noted that Spanish (Mexico) does not affect the United States, though Mexico is closer to the U.S. geographically.
• English (U.K.) affects all 147 stores, except the United States and Canada. It takes effect on Australia as well (will explain later).

That means your app may rank in the search results for Spanish (Spain) keywords even in the US App Store. But it will not rank in the search results of those keywords that only appear in Spanish (Mexico).

English (Australia) is special. According to the official list, it ONLY affects the ranking of the Australian store. But our experiments showed that the keywords of English (Australia) affected the rankings in those regions where English (U.K.) took effect. At the same time, the keywords of English (U.K.) affected the rankings in Australia as well.

There are actually 200 characters to use combining both English (U.K.) and English (Australia). Those keywords will affect 145 regions, except the United States and Canada, which makes them the most effective languages that you should not miss. Don’t waste the character limits by putting the same keywords in 2 English languages.

The concept applies to English (U.S.) and Spanish (Spain) too, if you are targeting the US market. Don’t include the same keywords in 2 languages.

** I was reminded that the Japan App Store is using English (U.S.) and Japanese for descriptions. So should be the keywords. I will re-verify with further experiments and update the results here.

2. Keywords in Titles Are VERY Important

Everyone knows that. But it has become even more important since Nov 2015, as Apple has updated the search algorithm. Before that, there was no significant difference between keywords in the title and keywords in the keyword field.

After the change, the rankings of keywords in the title are significantly higher than the keywords in the keyword field.

Adding those highest-valued keywords in your app title improves your app store ranking a lot. Be careful that Apple may reject your app submission if you try to spam the keywords in the app title (e.g. adding irrelevant words like “Facebook” or “Instagram”). Make it natural and fluent.

3. You Do Not Need to Add All Competitors in Keywords

Adding competitors in keywords has been a useful technique to show your apps in front of the group who search for your competitors.

After the algorithm update in Nov 2015, Apple shows some similar apps in the search results regardless of the keywords.

Here is a report from MobileAction for Gmail Calendar:

It shows that all calendar apps appeared in the search results of “Gmail Calendar” since Nov 2015. I observed similar patterns in other apps as well.

That said, you can remove some competitors from the keywords field for other keywords, but they still rank in your competitor’s search results.

On the other side of the coin, Apple may not agree with you on who your competitors are. Everyone wants to compete with “Facebook” and “Instagram”. Make sure you track the ranking changes after removing those competitors from the keywords. If your app doesn’t rank in those removed keywords after applying the update, add them back in the next submission.

4. Descriptions Do Not Affect Rankings or Exposure

This is obvious, but many developers still forget it. iTunes App Store pays NO attention to the descriptions when considering the rankings. Do not spend too much time trying to spam keywords in the description. Make it readable for better conversion rate instead. You may see how short Pinterest’s description is.

You may argue that the description affects the ranking on Google search. I doubt how much traffic comes from Google to iTunes App Store except by searching for the app name. I don’t think it is worth crafting the description only for Google, which might not be the best version for converting app store visits into installs.

There are 2 more interesting findings that I don’t want to put publicly and notify Apple about. They may change the behaviors that could affect my clients’ app store rankings significantly. Contact me by email to kl@fireinbelly.com with your app store link. I am happy to share the findings with you if you are working on some interesting apps as well.

P.S. These findings might not be true forever. Apple can change the algorithm again (and again). They are still valid at the time of publishing this article in Feb 2016.

P.S.S. I am building an auto-curation Robot for the best articles on different topics. Here’s the one about App Marketing. Subscribe if you like this article.

6 iTunes App Store Secrets You Need To Know was originally published in Product Growth Learnings on Medium, where people are continuing the conversation by highlighting and responding to this story.

It has come to the end of the 3-month time in 9GAG after OneSky. It was great. The experience made it clearer about eating own dog food when building a product.

Prior to 9GAG, I was working in OneSky. It is a web service. Most clients are mobile app developers. But there’s no chance to launch or promote mobile apps globally in OneSky. That means we missed some details and key steps in mobile development and international promotion. Thanks to the clients, we still gathered a lot of information and built a good enough product. But it is not a great one.

My primary responsibility in 9GAG was setting up the internationalization process for iOS and Android apps. Despite the founder bias, I still chose OneSky for 9GAG because it’s the best among all similar services for apps. I saw OneSky from a client’s perspective.

I was amazed by how easy and reliable it was to internationalize mobile apps using OneSky. The integration was easy. Most important, the translation quality was great. There were no quality complaints about the German version after it was launched. Thanks to the German translator (who’s also a 9GAG user). She asked a lot of relevant questions to clarify the English phrases and responded to my questions. Also, kudos to the OneSky translator manager, who brought the translator on board for 9GAG.

Besides the app translation, there were other items to enable full German 9GAG, such as the app store German descriptions, the German keywords, the German screenshots, and German dynamic contents.

With founder bias, I thought OneSky was good at translating those materials, but I was wrong. OneSky was reasonably good but not great, like what I experienced with in-app translation. Keyword translation didn’t optimize for the 100-character limit. Store description translation didn’t handle duplicated paragraphs between iTunes Store and Google Play. There’s no easy way to translate screenshots.

I was ashamed that I didn’t pay attention to these use cases when taking care of the product in OneSky. There was no other translation service handling the use cases nicely, either. So, we thought it was okay to offer a good enough solution as a product builder. When I was a client, I found it unacceptable. The solution wasn’t offering a pleasant experience when managing multiple store assets. The translation quality was still good, but the flow just wasn’t smooth. Using OneSky as a client revealed problems I couldn’t spot before. I should have done that earlier.

The argument was also true when it came to 9GAG. I was an inactive 9GAG user. I visit 9GAG probably once a week or once a month, not actively enough to spot the potential needs. I couldn’t find things to improve at the beginning. I had to chat with a couple hundred users through tickets to know more about their use cases on 9GAG. Some were interesting but still couldn’t help me understand the product thoroughly.

I started browsing 9GAG a lot more frequently by then. It sounded like the most chill task ever. It was the most important step to get the feelings of 9GAG users and suggest something more relevant.

I also worked closely with one of the founders. He has been a very active 9GAG user and usually came up with interesting ideas to improve 9GAG. I learnt a lot from him, not because he’s a founder, but because he’s an active user.

After all, it is about empathy. Empathy is easier said than done. Meet users, talk to users, understand users, become a user, then help yourself.

The journey still goes on. I have no idea what the next product will be. But I will befriend 100 active users. I’ll meet them, talk to them frequently, and eventually become one. That’s how I can build the product to help them and myself.

Eating Own Dog Food was originally published in Product Growth Learnings on Medium, where people are continuing the conversation by highlighting and responding to this story.

I read “Hooked: How to Build Habit-Forming Products” by Nir Eyal and Ryan Hoover recently. It’s an excellent book that explains how and why people use some products frequently (multiple times a day) and forget about some other products.

The case studies and research findings mentioned in the book are all great inspirations for building products. However, I don’t agree with one of the experiment approaches, which is an example of getting wrong signals from the wrong audience.

There is a section in the book — “The Framing Effect” — about a social experiment that draws the following conclusion:

The mind takes shortcuts informed by our surroundings to make quick and sometimes erroneous judgements.

The experiment is asking a world-class violinist to play a free concert in a subway station. People paid hundreds of dollars to listen to his concert in the Kennedy Center and Carnegie Hall, but rarely stopped to listen to his violin in the subway station.

The conclusion makes sense that the surroundings affect people’s perceptions. But an assumption in the experiment doesn’t look right: people buying tickets to the concert are the same as the people passing by the violinist in the subway station.

Product/service value is always a relative concept depending on your preference. The violinist’s performance might be worth hundreds of dollars to some, while meaning nothing to others.

I am not a violin lover (I know this is sad, but I just couldn’t find any pleasure listening to any violin performance). So the value of performance to me is $0. That means, even if I received a free ticket to the concert, I wouldn’t go because it still costs me time sitting there. If I had ever come across the violinist playing in a subway station, I wouldn’t stop by either.

I am not his target audience no matter where he is playing his violin. I bet most of the people who passed by the violinist were not a violin lover either; at least not passionate enough for them to stop.

The conclusion was not fairly made. It is no different from conducting an experiment for 2 shavers by showing A to 100 men and B to 100 women, then making a conclusion that shaver A is better than B with more positive feedback from 100 men.

The experiment would be more convincing if it was observing whether people stopped by when the violinist was playing outside a violin shop (or outside the hall of an upcoming violin concert). As the people passing by are more likely to be some violin lovers.

When everyone’s talking about being data-driven in the startup community, it is common to see the world in a flattened way by assuming everyone’s the same and generalizing them as a number.

There are a lot of A/B tests and experiments. But the results could be lies if you don’t understand the traits of your users and don’t segment them accordingly.

Numbers Could Be Lies was originally published in Product Growth Learnings on Medium, where people are continuing the conversation by highlighting and responding to this story.