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Business School Sucks

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i’ve never dated anyone who went to business school.

i’m neither proud nor ashamed to admit this, as i don’t regret having the tenacity to get what i want in life.

starting, failing, and [sometimes] growing companies has taught me a few things B-School candidates may never understand. here are those lessons.

finance is not business

a lot of people go to business school to advance their career in finance.

join a Big 4 accounting firm as analyst, get promoted to associate, then somewhere before VP you take 2 years off for business school. many firms will pay your tuition and guarantee a job when you get back. sweet deal.

but knowing your way around a spreadsheet is not what business is all about. business is about sales.

finance stuff — cash flow, ebitda, pro forma — is a discipline businesses pay someone to manage for them. at Fomo i do some of this personally but hired out for bookkeeping, taxes, etc.

entrepreneur sets vision, specialists execute vision.

jobs don’t make you wealthy

most people go to business school to ascend the job ladder in their industry. presumably a business school graduate is ambitious and wants to be rich.

but you don’t get rich from salary jobs, you get rich from owning the means of production. someone who goes to business school feels elated to earn $200k+ after graduation, yet is promoted / given raises slowly over 30 years, potentially capping out at $500k – $1mm salary by the time they retire.

an entrepreneur, on the other hand, might make $3k /month freelancing while building software part-time, then make $1mm+ /year within 5 years for the rest of their career.

delaying gratification, therefore, is also not something they teach you in business school, because if they did, you’d quit.

resources are tight

i’ve hired and almost-hired business school graduates. a common thread among them on Day 1: what’s my budget, how many people can i hire?

business schools teach through case studies… big decisions + outcomes by huge brands. so it’s understandable B-School grads start new roles with the assumption of resources.

but the problem is 89%+ of Americans work for small businesses (< 20 employees) that don’t have room to flex about “resource allocation” and “head counts.”

in other words, business school grads are most useful at large companies, but they prefer to work at startups after big companies spit them out.

decisions aren’t case studies

speaking of case studies, during undergrad i wrote + reported on a handful of HBS cases, ie General Electric.

but now as a business owner, i recognize businesses move not by 1-2 “big” decisions but by dozens, even 100s of decisions per week.

because B-school teaches one to analyze decisions with a spreadsheet and hours of research, the average graduate is incapable of quick decision-making required to actually run a business.

B-school grads are paralyzed by a lack of information, and this too runs antithetical to the Real World.

summary

perhaps someone will comment that i’m butt-hurt about business school. i’m simply more successful than most people who go.

 

The post Business School Sucks appeared first on Ryan Kulp.


Do Things that Make You Uncomfortable

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everyone has controversial opinions, but few of us have the nerve to share them.

for example, i support Trump and many of you are upset with me about it. but speech is just 1 way to share a controversial opinion.

here are a few more ways to stir the pot:

  • tell that pesky colleague to go F*** themselves
  • break off a bad relationship (platonic or romantic)
  • stop drinking with friends
  • cancel your phone plan without warning

i’ve done all these things and life is better now.

today i even sent an email to 50+ friends that says as much:

Ryan Kulp's last friend update

in this essay i’d like to highlight one specific behavior from the email above: resetting your network.

two steps forward

for an urban professional, a “network” is invaluable. this is how you get jobs, fill your weekends, and possibly even meet your future spouse.

many people have told me i have a great network, but the tone in which they share that opinion is often mired in jealousy. like, “because you *know* people, your successes don’t really count.”

maybe i’m crazy. but this is kind of true.

they say the First Million is the Hardest. same goes for anything… your first friend, job, freelance client, whatever, is the hardest. then your network grows by 1, and each n+1 boost thereafter requires less effort than the last.

i don’t appreciate this at all.

one step backward

sometimes i walk by a homeless person and fantasize: if i could swap places with them, how quickly could i get back to where i am now?

acknowledging this odd behavior led to my conclusion in the friend update… i’m growing complacent.

the truth is, the smarter we get, the easier it is to succeed. and this isn’t some cosmic injustice… i’m OK with the paradox. but we are in control of our destiny, and i prefer a challenge.

by resetting my network i return to Day 1:

  • i don’t know anyone,
  • nobody knows me, and
  • i can re-implement a personal vision.

the specifics are hazy but entail more songwriting, less technology. more writing, less reading. more fitness, less liquor.

i don’t see how any of this is possible with my current routine, network, and extrinsic motivators. “do what average people do, get average results.”

your turn

some of you have been reading my blog since 2012, and for that i thank you. but the lurking has got to stop.

if you see value in doing things that make you uncomfortable, do it. don’t email or tweet at me that you enjoyed the post. just do it.

here are a few ways we can all practice stepping outside our comfort zone:

  • Tweet 1 thing you believe that ~half your followers disagree with
  • cut off a leech “friend” (SMS ok, they don’t deserve face to face)
  • don’t snack for a week / exercise daily for a week (whichever is more difficult)
  • finish reading a book you started 1+ year ago
  • cancel something that makes you less productive, ie Netflix

doing just 1 of these things will teach you something about yourself.

when i went to Chiang Mai for a month in 2015 i thought the language barrier and severe isolation would wreak havoc on my extroversion. turns out: i love being alone. i just didn’t try it my whole life because i’m really funny at parties.

this means a lot of things, namely that what actually* makes us uncomfortable might be different than what we think* makes us uncomfortable.

some people say they’re afraid of old people, for example. but if you read books at a nursing home you might enjoy it. i’ve done it. some say public speaking is scary. but if they attend a single Toastmasters session they might be quite good at it.

anyway.

don’t fear the unknown and all that stuff. make it known, and go from there.

 

The post Do Things that Make You Uncomfortable appeared first on Ryan Kulp.

My Résumé

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awhile ago i learned LinkedIn is a tool for people who want jobs. i don’t want a job, so i cancelled LinkedIn.

there are jobs before The Job, of course, called interviews. interviews are auditions to not be famous, and i don’t want to audition for anything, anymore, either.

but because i’m a public creature and more than zero strangers email me, here is Ryan Kulp’s résumé for fans and future Twitter followers.

early life

as a kid i earned allowance for vacuuming, dusting, and scrubbing the bathroom.

  • K-5th grade – $0.75 /week
  • 6-8th grade – $3 /week
  • 9-12th* grade – $5 /week

*forwent ~$45 in 2nd semester earnings after running away on my 18th birthday

needless to say, if i wanted Panda Express at the food court i had to find more work. by 7th grade my first serious venture was born.

here is a screenshot of my accounting ledger from 2002, detailing candy canes i sold out of my JanSport backpack.

Ryan Kulp's candy cane business

(just kidding, my mom refused to buy me a JanSport)

lazy by nature, my ambition to make spend money overpowered my work ethic. it took years before i believed in the value of hard work for hard work’s sake.

between high school and college i had 17 jobs:

  1. dishwasher, Fini’s Pizza
  2. cashier, Chick-Fil-A
  3. lawn mower, self-employed
  4. Christmas tree removal, self-employed
  5. life-guard, AMS Pools
  6. waiter, Steak & Shake
  7. guitar teacher, self-employed
  8. apprentice, gold teeth manufacturer
  9. cashier, Lowe’s
  10. assistant, college information desk
  11. student brand manager, Red Bull
  12. campus rep, Microsoft
  13. college recruiter, Teach for America
  14. intern, Campus Movie Fest
  15. executive director, student programs
  16. co-founder, Partipig (hookah catering)
  17. co-founder, Mylar Designs (pin-back button manufacturer)

employed roles paid $5.25 – $18 /hour, self-employed $0 – $100 /hour pending how fast and loose you are with Generally Accepted Accounting Principles.

overall i was a working man but took a few risks to satisfy curiosities.

Ryan Kulp's jobs as a kid

after college graduation i drank a lot with neighbors and wondered what to do next. i had a MacBook, ambition, this blog (est. Dec 2012), and an Amazon wishlist, but no hard skills.

within a couple months i wrote a book and moved from Atlanta to New York City.

job #18

company: ShuttleCloud. title: Marketing Coordinator.

i knew little about marketing so i bought and read Dharmesh Shah’s Inbound on the flight north.

throughout 2013 i learned how to use tools like Mailchimp, Google Apps, and the NYC Subway. around summer i already wanted to quit, but had lunch with a friend who convinced me to stick with it another 6 months.

on exactly Day 365, i quit.

my 0.005% (1/2 point) stock options valuation was cut by 75% because i only lasted 1/4 years of my vesting period, so i bought 0.00125% equity ownership at a strike price of 11 cents per share.

ShuttleCloud stock certificate

i’m proud the company is still alive and kicking, albeit not from my contributions, and i remain friends with the founders.

in fact, each time i’ve gone to Spain was for one the founders’ weddings… first, 5 years ago, then, 3 months ago.

now that you understand the sentimental value of 5,411 shares in an illiquid tech company, if you wish to purchase them at 12 or more cents each do let me know.

and psst, i met one of my current team members (Job #55) in a co-working space we shared more than 5 years ago while i worked at Job #18. always make small talk with people waiting for the shared microwave.

job #19-32

for ~6 months i freelanced solo with a dozen+ companies. i’ve written about that experience here and here and this is how i ramped up my marketing and communication skills.

the basic process:

  1. promise a client you can do X
  2. learn to do X
  3. do X
  4. repeat

i also founded my first startup, which i continued hacking on unsuccessfully for ~1.5 years before shutting it down. brief post-mortem here, but in sum i lost everyone’s money then paid them back plus interest.

it’s difficult to pinpoint life’s most critical season as it happens, but this freelancing stint was probably it.

in a nutshell i observed friends who were dumber than me make 2x+ more money than me. a fire lit in my belly and i dedicated myself to proving i was capable of more.

if curious about the freelance lifestyle: never have i felt so alive as when the roof over my head depended on learning new skills daily and letting 5+ companies simultaneously think they were my only client. spoiler alert: every successful freelancer operates this way.

job #33

my first trip to San Francisco was in November 2013 for the Growth Hacker’s Conference at the Computer History museum. my boss said if i found a cheap flight he’d send me, so i crashed on a friend’s couch in SoMa.

2013 Growth Hacker Conference

the moment i sat in my FlightCar (#RIP) rental sedan for the drive down the peninsula, i knew The Valley was where i needed to be.

growing tired of freelancing, i soon scored my first full-time gig in San Francisco working for the same friend whose couch i crashed on previously.

instead of moving i went bicoastal, traveling to California every 10-15 days for 5 days, and occasionally staying through the weekend to drink $1 mimosas at a drug rehab-staffed diner overlooking the Pacific Ocean.

at this job i cut my teeth on mobile growth (app downloads), SEO, and working directly with developers.

having learned not to burn bridges from Job #18, i similarly remain friends with many people from this team.

my only positive memories of San Francisco are lunches together at Primo Patio Cafe (#RIP), free Tootsie Pops at the front counter, then hours of Destiny’s Child blaring through wireless Sonos speakers back at the office.

but despite all the gushy, 8 months later i quit my first Valley startup job and returned to freelancing in New York City.

job #34-52

the 2nd time around as a solo practitioner was less stressful but i wanted to go “bigger,” so i co-founded Sprinkle LLC with a marketer and developer and packaged larger services for more cash.

instead of “i’ll do SEO for you” it was “we’ll build an app, analyze your data, perform UX teardowns, and spin up a cold email campaign.” the primary skill i developed from this experience was sales, and it was not uncommon to have 20+ appointments per week with potential clients all over Manhattan.

i recall once having 7 back to back meetings at Think Coffee in Union Square. by 10:30a i was sipping a draught Narragansett while my counter-part stared in confusion. what i cannot recall is whether the prospect became a customer; alcohol tends to discourage memory.

the opening scene of Mr Robot’s pilot episode is actually filmed at this Think Coffee location, rebranded Ron’s in the show because it’s where Elliot catches a pedophile and that kind of press is bad for bidness:

Sprinkle did marketing and product work for ~20 companies that year. first from an apartment every Wednesday, then from a loft in SoHo, and finally the 19th floor of WeWork by the Brooklyn Bridge.

(if you haven’t heard of WeWork they are New York’s real estate mafia. all technology companies are required to pay a portion of funding and profits to WeWork “management” lest be excommunicated from VC office hours, La Colombe coffee and ping pong.)

the circus began to slip when a few longer term clients quit, shorter term clients didn’t pay invoices, and my developer co-founder stopped writing code.

Sprinkle Camp

just before our implosion, Sprinkle launched an incubator in Detroit and i’ve written about that too.

job #53

annoyed with client services i temporarily moved to Chiang Mai, Thailand to learn to code.

the single most important ingredient to my luck has been mindset, but the 2nd most important was learning to build software with my bare hands. and really, just learning to use my bare hands.

i listed my New York apartment on Airbnb for $200 /night and when i got home i had more money than when i left.

the studio was simple but i like to think Europeans who Honeymooned there enjoyed the American flag i painted, ensuring their nocturnal expressions of freedom.

while working from C.A.M.P. in Asia i received a job “offer i couldn’t refuse” from a venture capital fund in San Francisco. i accepted, packed some v-necks in New York, and moved back west full-time for Job #53.

the fund was great and i served as a marketer-in-residence for several portfolio companies. during this period i started Fomo and some other projects with Justin.

i remain a collaborator to the venture fund today, as lead instructor for a customer acquisition course i designed in 2017.

my goal with the academy is to train the next wave of honest marketers who will bring forth the GoogAppleBookZon’s of tomorrow.

Honest Marketers

i separately pray these marketers will respect free speech and not ban conservatives from social media channels just because they disagree about how many genders there are.

(according to Milo there are 3: male, female, and retarded.)

job #54

i can only speculate why i took another job after quitting the venture fund in Spring 2016.

Fomo was growing, now at $26,964 /month revenue, but also profit-less.

every dollar we generated went back into the product, and i opened a 0% interest business credit card at Chase to create financial leverage without selling equity in the company.

having just visited Vegas for a conference alongside one of our portfolio companies, it felt right to join them full-time and work with the great Kumar.

the founder, my new boss, gave his blessing that i could continue hacking on Fomo. it was the best of both worlds: stable income from a real job, high risk-tolerance affordability for a side project.

by this point i had been learning to code for 7 months, and after reading an ebook about HTTP i was ready to build API integrations needed for the sales team to scale lead generation.

at Job #54 i mostly built internal admin tools and refined my ability to collaborate with designers. that said, i made one of them cry on multiple occasions (not work-related, she’s just super liberal).

this experience was the beginning of my transformation from “marketer” to “technical marketer.” now 26 years old, my career path inverted itself:

Ryan Kulp's all time job history

job #55

exactly 363 days after moving to San Francisco, i moved back to New York City and continued working full-time at Job #54. San Francisco is the shittiest city i’ve ever been to, and i’ve been to London.

for most of my stint in California i retained my NY apartment via Airbnb.

i managed tenants by proxy (thanks Paul!) but it got infested by rats or something so we killed the rats and lease. Steph and Paul put my stuff in boxes, i moved to another apartment a block away, and that is where i sit now, authoring this post.

a couple months into the Winter of 2017, tensions were growing at my day job.

i believe in joint contribution and without a doubt i was at fault for distracting myself with Fomo. on the other hand, my boss got accused of investor fraud and tax evasion.

this style of leadership has a knack for breaking payroll so by April 2017 Fomo officially became my full-time gig. soon after i decided it is “my life’s most important work.”

Fomo.com is my 55th job, my 4th company, and my 1st win.

next time you call someone “lucky,” read their CV.

thesis

some people make great employees and others are unemployable. parsing the latter group for entrepreneurs vs idiots is difficult and probably why we have so many Forbes X under Y lists.

founding a bootstrapped company is not “easy” in the sense you work hard and often, and humans are maybe not meant to work at all. but it’s also not easy to prioritize someone else’s vision over your own, so i wrote mine and have been chasing it for 2.5 years.

owning a company is synonymous with owning your destiny. a corporation is just a PDF in a government file cabinet, but the consequence of only eating what you kill is very real indeed.

entrepreneurship is a paradigm of high-highs, low-lows, and if you’re lucky, creating jobs for people who quit and build a better company. i won’t wax further poetic about being a founder but i tweeted some thoughts and would appreciate if you made a graphic t-shirt of your favorite line.

it is this sentiment, owning your destiny, which led me to realize “jobs” are things we do to avoid homelessness. yet i will never be homeless because too many people love me. so i unofficially retired when Job #54 ended and am only 37 years away from earning my Senior Discount.

because retirement is a state of mind and not a mode of being, all of my work is now optional behavior and i can stop doing it any time. (i may not eat, to be clear, but i can stop.)

life after LinkedIn

like Doctors without Borders, you too can have a career without LinkedIn. this may entail your own project or partnering with someone else on theirs. i’ve tried both paths dozens of times.

for those pursuing the former, my advice before you quit your job is that to stop playing the game, you must first play the game really well.

A-List actors who never audition for roles typically got there as F-List actors auditioning for many roles. skipping D-C-B is possible with a great network, but not everyone wants that. i don’t.

hobbies

for 10 months i’ve been exploring whether or not i believe in ghosts.

this exploration consists of watching documentaries, asking friends if they’ve had paranormal experiences, and reading the occasional book about hauntings and parapsychology.

hopefully this hobby precludes me from ever being hired again.

to be continued…

The post My Résumé appeared first on Ryan Kulp.

Become a Technical Marketer for Free

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i’ve published over 200 essays on marketing, technology, and leadership.

these ideas are inspired by:

  • courses
  • books
  • programming
  • conferences
  • traveling
  • years of experience (most important)

but before before all this, someone took a chance on me.

today i’m thrilled to return that favor.

why me

my growth course trains marketers to be genuine with their prospects. my software projects add value to honest businesses at scale.

learning these disciplines took years, sure, but also thousands of dollars and a lot of luck: people who encouraged me, bosses who were lenient about my qualifications, freelance clients who agreed to figure something out.

through the grace of others i won a full-ride scholarship to Silicon Valley.

now you can win a full ride, too.

introducing the Honest Marketer scholarship

i’m convicted marketers need to know how to manipulate machines. i’m convicted developers need to know how to talk to humans. i’m convicted co-founders are a fad and the polymath solo founder is the future of company building.

to put these ideas to the test i am sponsoring 3 candidates to learn to sell, learn to code, learn to manage, and learn to lead at a software company.

this package is worth $7,000+ and includes the following:

  • programming – LaunchSchool.com for 2 years ($200 /month => $4,800)
  • marketing – Million Dollar Marketer tuition ($1,999)
  • leadership/management – 1:1 mentorship with me ($ ???)
  • context – books ($200+)

instead of wasting years on trial and error, let me help you skip a few steps.

don’t be martyr.

genesis

two of my least favorite things: San Francisco and excuses. in the self-improvement realm, “can’t afford” is the most popular excuse and this scholarship will eliminate that for up to 3 people.

i debated how to roll out this program for weeks. do i partner with another organization? lock in discounts from Launch School, friendly authors, et al?

but that’s complicated. it requires permission. and i prefer doing things with my bare hands.

then i saw this tweet, which accelerated my timeline:

from what i understand, Lambda School is a $0 down, ~$30k paid later business model for coding classes. the new idea, tweeted above, is a $40k fee in exchange for added housing and a stipend.

yet San Francisco is a horrible place to live, so i consider that perk a net-negative.

the alternative to paying $40k to sniff homeless poop is the Honest Marketer scholarship, which costs $0 and lets you live wherever you want.

how to apply

we’ve all witnessed discrimination in selection processes… colleges, orchestras, dodge ball tournaments.

for this reason i will not permit personal emails, “charm,” in-person interviews, or anything else that would give 1 candidate an unfair advantage over another.

i don’t even want to know your name, gender, race, age, location, if you graduated college, or whether you stand or sit while wiping your ass.

to apply for the Honest Marketer scholarship, complete this Google Form:
https://goo.gl/forms/OsubRaCkXetsY17J2

  1. responses feed into a spreadsheet
  2. a trusted collaborator will assign every applicant a unique ID
  3. i will be given a copy of unique IDs + responses (no Name or Email)

with this i will evaluate candidates based on answer quality, then contact my top choices anonymously via the same collaborator. after final probing questions are answered by shortlisted candidates, i will make a decision.

timeline

i will grant 1 scholarship per 100 applicants, up to 3 scholarships total.

this is unscientific, but a selection pool of 100+ applicants seems like a reasonable quantity from which to garner quality. it also incentivizes applicants to share the opportunity, a mechanism absent in most good products.

applications are open today (Dec 11) through January 31, 2019.

everyone who applies will hear from me by February 8, 2019, and the 2nd+ rounds of questions will begin at that time. recipient(s) will be chosen by February 22, 2019, with a public announcement to follow.

i give a FAQ

if i botch my application, can i apply again?
yes, but please do so soon after. my assistant will use your name/email to de-dupe and will keep the newest one.

do i need to be in tech to be chosen?
no, but i’m using answers to decipher sincerity. someone who never previously considered the tech industry should not pursue an offer like this to “break in.”

i’m already good at programming / marketing. should i apply?
probably not. we only have a few “bullets” so i would like to make the biggest impact possible… a zero to one.

is this related to Fomo?
great question, no. Fomo cares deeply about honesty, but this is a personal project.

what’s the catch?
there is no catch.

my question isn’t answered.
express your concerns and i will respond publicly, here.

i look forward to working with you.

good luck!

The post Become a Technical Marketer for Free appeared first on Ryan Kulp.

Work Life What?

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so you want to be happy.

there is an ongoing argument over work-life balance. recently some CEOs rebranded the concept to “work-life integration.”

this mod says when we enjoy or are fulfilled by our work, the occasional overtime isn’t that bad. it says when work is aligned with our life purpose, punching a clock is no longer necessary.

well, both approaches are crap.

the truth is, most of us never discover our life’s purpose. so i spent months thinking about it and finally found a solution:

work-life Enablement.

here goes.

life is life

boozy brunch on Saturday. being in the room when your kid is born. celebrating your parents’ anniversary. what does any of this have to do with TPS Reports? nothing.

we containerize our personal life from our work life. we eat, sleep, run errands, experience tragedy, and have fun. our personal life is 0-24 hours per day until we die.

work is work

Monday morning meetings. bosses. email. office politics. training. what does our martial status have anything to do with this? nothing.

professionals, blue- and white-collar alike, show up to do The Work regardless of personal background noise. if we don’t, we’re fired, and rightfully so.

jobs comprise a smaller slice of our existence than our personal lives. from a daily perspective, 8-12 hours. in our lifespan, around 45 years of 70+.

life is work

we know life isn’t always fun. sometimes we’d rather be at work than wait 3 hours at the DMV for a piece of plastic with a different date printed on it.

personal lives compel another kind of work, called “responsibilities,” for which we don’t get paid. this includes child-rearing, volunteering, writing thank you cards, studying, and so on.

if we do the math, only a minority of our personal lives are spent having “fun,” which until this moment was the loose definition of Life in Work-Life “balance” and “integration” paradigms.

work is life

for many ambitious individuals, some of our greatest memories are actually spent with colleagues; commemorating a big deal, Happy Hour, listening to music together during a commute.

we lie to ourselves that work is a poison to be extracted. yet Americans count the days till their 65th birthday so they can do… what? most retired people get up earlier than you.

this attitude summarizes the increasingly popular work-life integration framework: “enjoy your work, and work hard in all things.

but the problem with today’s leading work-life strategies is they still bifurcate the hours in our day. balance and integration still suppose what we ought to do or feel about one location (office) vs another (home).

shortcomings in the open, you’re now ready for the new way.

work life enablement

in software there are Exceptions. this is a more specific way to discuss bugs. while a bug may be “can’t save my user settings,” the underlying exception might be unpermitted param: password.

a common exception class in workplace environments is Family.

“i have to leave early to pick up my kids.” “i can’t come to Happy Hour because i need to watch my son play soccer.”

these are powerful exception classes because managers don’t know how to handle them. a child is not a preference, not something that can be squashed for a few more hours, not something that can be ignored.

(the only exception class even close to Family is Smoking. “i need to take a smoke break, and i am entitled to 5 mins every hour by law.“)

let’s skip whether the Family exception class is fair to the employer (it’s not) and jump straight into whether this is fair to the employee.

we start by acknowledging second+ order consequences.

  1. first-order consequence to not picking up a kid is them being stranded at school.
  2. second-order consequence is social services and possibly the parent in jail. theoretically this is an easy fix, however, with carpooling or public school buses.
  3. third-order consequence might be Never Getting A Promotion.

when a loving parent who is willing and able to do whatever they can to provide for their child does not get promoted, a few things happen:

  • unhealthy child <> parent dependence (too much == viral Dr. Phil episode)
  • fewer resources for the child (clothes, extracurriculars, tutoring, college fund)
  • lack of role model for working hard in school (kids notice if parents’ career is ascending/descending)

i want to focus on the last one because insane moms and dads reading this will never agree a child can be too dependent, or that they are not great providers.

the child metaphor for Life

as a kid, your only job is to do well in school. between the lines you learn people skills, make friends, and if you’re lucky, go on beach vacations and eat Chick-Fil-A. but your job is to perform in school.

your parents’ job is to equip you for the Real World, which in [huge] part means the ability to procure a job that pays enough to survive and thrive outside their basement.

growing up, when my dad came home from work he would dramatically turn off his cell phone and put it in a kitchen drawer.

i admired and still do admire this philosophy of work-life balance, but it undoubtedly limited his prospects for career advancement. the only question worth considering is whether those constraints, the hold-backs, were worth it.

fast forward 15-20 years and i am a hard-working young professional. i never turn off my cell phone, but i also don’t have a working phone number. so i guess this rubbed off on me in *just* the right way. but what if it hadn’t?

imagine that every human has a potential of 100. most people live up to 50% of their potential. your smart friends in high school, maybe 70. and let’s agree Jeff Bezos and Elon Musk are hovering 90-95%.

when we consider second-order consequences, a parent who believes they are noble by practicing work-life balance might create a slippery legacy of increasingly less ambitious offspring.

to be a parent at the top of this spiral is to have incredible leverage. if my parents valued their careers a bit more, maybe i would be [even] better off.

or maybe i’d be a homeless crackhead, a hapless victim of insufficient love and attention. but probably not, because there is a technique called “balance” which we’ll talk about next.

theory into action

if you are not a parent, congrats. you have zero excuses to not work hard. if you are a parent, congrats. you have every reason to secure your family’s future and your personal legacy.

finding balance is the only remaining variable, so let’s explore another technology reference to unlock it.

when software companies evaluate new solutions, engineering leadership gets together and asks the age-old question: build or buy? this means, should we pay for the service or create our own version in-house?

a lot of great articles help answer the question, but the generally accepted approach is if the functionality will be core to your business, build it. if it will save time / optimize something / be temporary / is experimental, buy it.

the same goes for work-life enablement.

if a bit of work won’t enhance your career or get you fired, choose Life. but if a life sacrifice (e.g. picking up children) could be reasonably accomplished through other means (school bus), choose Work at least some of the time.

if your company has a Happy Hour every Friday, definitely skip. but if your boss “never drinks” and he’s invited everyone to discuss the future of the company at an optional team dinner… your kid’s soccer game might need to be recorded.[1]

once we accept that work powers lifestyle, then moderate our consumption of each, we find the harder we work, the more life we live.

and although the lesson here is not geared towards any class of professional, i’ll end with this quote:

“entrepreneurship is doing what others won’t, to live like others can’t.”

footnotes

1. this post is not about trading parenting for promotion; the child example is simply more visceral than Netflix, sleep, or other things we do with our personal time.

The post Work Life What? appeared first on Ryan Kulp.

Venture Capital is a Subsidy

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a venture-fundable business is one with potential to be worth $1 billion or more within 10 years.

there are many venture-funded businesses that lack this potential, to some degree because there aren’t enough big ideas. or if there are, the right people aren’t pursuing them.

i heard that up to 30% of every Uber ride is funded by their $24 billion in financing, and that drivers make as little as $4 net per hour. but city folk consider services like Uber an integral part of their lives.

now consider other venture-backed utilities in entertainment (Spotify), real estate (WeWork), and education (Udemy). you quickly realize our entire lives are subsidized by venture capitalists. billionaires make our lives cheaper by 10-30%.

inevitability

if we chalked this up to the occasional discount, i’d call it even. sometimes at Chipotle they give you extra meat, sometimes less meat, it always evens out.

but this isn’t a burrito. in technology there are forces preventing big ideas from dying. for example, USPS already ships cheap parcels, yet Amazon might be paying $1.50 less than cost to deliver free Prime packages.

if WeWork fails, ending its unlimited beer and coffee and ping pong in modern high rises around the world, another team will launch the same service with a different logo.

more examples

a few years ago if a 16 year old wanted to get across town they had to ask mom.

then there was Uber. now Lime and Bird have $870mm worth of scooters that cost just 15 cents per minute to operate. not only are teenagers mobile, they’re even getting paid to recharge them, and can hijack one for $32.

if you’re sick of Whole Foods premiums, Brandless sells everything you need for $3 a bag. they also raised $292 million. do you really think everything costs $3?

your favorite place to watch television shows, Hulu, raised $683 million but is expected to lose $1.3 billion in 2018 alone. and they have 20 million subscribers!

Sweetgreen, a startup that sells different kinds of lettuce, raised $365 million. even Blue Bottle Coffee raised $117 million before being acquired (saved?) by Nestle.

that’s right folks, even our coffee is subsidized.

interpretation

we dislike venture capitalists for making bets like this one, but we profit from them no less. perhaps the strategy is hypnosis, masquerading as altruism, to give plebs the illusion of control while actually changing the culture beneath us.

it was only a couple decades ago when radio DJ’s decided which 40 songs we deserved to listen to. so why are we relying on decisions of the few at Sequoia, Accel, Bain for everyday necessities? aren’t we losing our autonomy?

if the spectrum of commerce is predetermined by venture capitalists’ favorite pitch decks, our consumption isn’t much different than communism.

what this means

bootstrapping a business — funding expansion with personal savings or customer profits — is no longer just a business model preference.

when entrepreneurs don’t depend on venture to bring their ideas to life, more ideas exist. and when consumers pay full price, venture loses its control.

the next time you download an app to get your first smoothie free, think about the real cost.

The post Venture Capital is a Subsidy appeared first on Ryan Kulp.

Why I’m Traveling to 40+ Countries in 2019

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just 11 days ago i was eating a Tomahawk steak in midtown Manhattan. an hour ago i had soup for dinner in Seoul, Korea.

there are a few reasons i needed to leave NYC:

  • poor school quality for future children
  • Leftists are becoming increasingly insane
  • want to own something (house) brand new with a dishwasher

so after 6 years in the city, we packed our stuff and moved it into storage outside Austin, Texas.

delaying the inevitable

before becoming parents, *driving* to coffee shops, and having groceries in the fridge, my wife and i decided to explore the world and see what it’s like to work remotely.

our team members already live 1000s of miles away in California, New York, Canada, Europe and beyond; what’s another 100 miles to the mix?

so we spent 3 months planning, vaccinating, canceling MoviePass, and donating. it was a big effort, but we’re now homeless with 59+ trip legs on our itinerary.

the journey will take at least a year, and each leg lasts anywhere from 4 days (Zurich) to a full month (Korea, Italy, Thailand).

sharing everything

because this blog is centered around marketing and leadership, i’ve launched a new platform for my data-driven travel adventures.

Rickshaw Labs Live Map

check out and subscribe to Rickshaw Labs here.

we won’t be discussing our favorite elephant sanctuary or where to rent scooters without insurance.

Rickshaw is a test tube for productivity experiments.

we built the platform from scratch, including API connections to our bank accounts, credit cards, and even Foursquare for live location tracking.

soon we’ll implement weather, air quality, and economics APIs to incorporate health and wealth implications relative to the typical American lifestyle.

to learn more about the blog itself and how we built the backend, go here.

but why

most people go on vacation to get trashed, forget their miserable life back home, and quote unquote recharge.

on my own recent vacations i spent more time working than relaxing, which made me realize there is no such thing as work life balance, only work life enablement.

but i still like to try new foods. walk around downtown. see the occasional Picasso and hike an active volcano and rent sufboards. so now we’re doing all those things in between work sessions instead of 1x /year after 22 hour flights.

to live hard, work hard. and work everywhere.

follow along

while we mapped out specific dates for all 59 legs in our itinerary, the second ~half of them will change as we decide which places we like (stay longer) and don’t like.

prior to this endeavor we already visited over 20 countries, so although traveling isn’t new for us, doing it at a slower place, is.

that said, here’s our next 3 months on the road. err, air.

in 4 days we take a train to South-South Korea, Busan, for more of the same:

  • wake up
  • work
  • lunch
  • work
  • dinner
  • work
  • and when we earn it, explore

this is all we — my wife and i —  are doing for at least 52 weeks before buying a house in Texas.

see you soon

if our travels might intersect, let us know so we can buy you a beer. or a green juice. or Napalm. idk.

and seriously, consider following our new blog.

my woman is making her writing debut on this thing so you won’t always have to deal with my political jokes about the Insane Left.

The post Why I’m Traveling to 40+ Countries in 2019 appeared first on Ryan Kulp.

What’s your SaaS I/O?

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recently i was interviewed by Like No Other and this question hit me:

“Have you got advice for others wanting to create their own marketing tool?”

it would have been easy to say “get feedback from users!” or “just ship a landing page!” — the usual drivel marketers proselytize.

instead i wrote this post.

introducing the SaaS I/O Framework

here’s a handy model you can take to the bathroom:

Electric Toothbrush Framework for SaaS Products

the Y-axis represents tradeoffs customers make to achieve specific outcomes. the X-axis represents tradeoffs companies make to deliver those outcomes.

the SaaS I/O Framework helps companies understand the inputs and outputs of their solutions and achieve the optimal balance of both.

quadrants of opportunity

let’s assign each zone a number, from top left to bottom right.

Quadrant 1 – Low Maintenance, Low ROI
Quadrant 2 – High Maintenance, Low ROI
Quadrant 3 – Low Maintenance, High ROI
Quadrant 4 – High Maintenance, High ROI

since there are successful solutions in every quadrant, choosing how to position your products is more a personal preference than best practice.

Quadrant 1 – Bottom Feeders

SaaS Products with Low Maintenance and Low ROI

typically these products “teeter” at the inflection point of Build vs Buy decisions.

the notion of paying even a small (but recurring) fee for products in this quadrant is painful on principle, even if financially worthwhile in the long-term.

a few examples:

  • server logging apps
  • Facebook fan pages
  • branded swag giveaways

a popular way people describe products in this category is “Micro SaaS” but i don’t think that’s fair.

any sufficiently built technology provides ROI given affordable inputs (maintenance + price). only insufficient technologies yield low ROI, so if you have one it better darn be low maintenance, too.

Quadrant 2 – For Suckers

SaaS Products with High Maintenance and Low ROI

most seed-stage startups fit this description.

juggling “trigger” email alerts to keep the product alive, stakeholders essentially perform group CPR until the platform fails.

a few examples:

  • Goodreads
  • on-premise servers*
  • niche social networks

*the ROI of hosting content yourself is often security related vs performance or scalability. in this framework we measure ROI as money saved or money earned.

Quadrant 3 – Under the Radar

SaaS Products with Low Maintenance and High ROI

products in this quadrant don’t capture as much value ($$) but they also don’t incite Build > Buy alternatives, require fancy engagement strategies, or spend much on new user acquisition.

a few examples:

most successful side projects and “Four Hour Work Week” businesses live here.

a common sentiment by customers of these products is “set it and forget it.” this enables makers to focus on the Main Thing vs annoying side schemes that drive attention to the Main Thing.

put another way, Quadrant 3 products are the best products because engineering is spent on the solution instead of the solution’s whistle. and because these products are excellent, customers love them enough to share, further reducing distribution complexity.

Quadrant 4 – Swinging for the Fences

SaaS Products with High Maintenance and High ROI

venture-backed businesses that should be venture-backed dominate this category.

while they demand significant attention and resources from customers, they also provide tremendous value. since the clientele of these solutions is “in it” for the long haul, solution providers can afford to invest heavily in advanced functionality and intellectual property.

a few examples:

  • Shopify
  • Google Data Studio
  • Eloqua
  • most CRMs
  • AWS
  • Microsoft Excel

i include Shopify to showcase that Quadrant 4 does not necessarily mean “expensive,” yet it does imply total ownership of its Job To Be Done. for example, nobody has both a Shopify and BigCommerce store. or if they do, it’s very painful.

products in Quadrant 4 often have entire ecosystems supporting them –consultant marketplaces, Expert directories — in order to onboard new clients. if you prefer a litmus test, whenever a solution says “all in one for _____” it’s probably swinging for the fences.

nuance abounds

you may disagree with my examples. this highlights how Quadrant 1 solutions at my business could be Quadrant 3 solutions at yours.

in modular scenarios such as Intercom’s live chat + knowledge base + ticketing products, customers get to decide what degree of pain (maintenance) they’re willing to tolerate for a desired level of ROI.

regardless of a company’s quadrant, the natural progression of all technology is to increase ROI while decreasing user inputs. a Quadrant 3 business today (low maintenance, high ROI) may look like a Quadrant 2 business (suckers-only) next year. Uber’s shift from fare calculator  estimated fares → guaranteed fares illustrates this evolution.

some products are more easily sold to large businesses who can afford high maintenance costs. setting up Salesforce at a small landscaping company, for example, would likely not be worth the up-front configuration despite only costing $25 per month.

how to build a balanced solution

first, identify where your product lives. then, decide if you are OK with that.

if not, consider the following ideas to streamline acquisition, onboarding, and retention metrics:

  • acquisition – offer your product a la carte; be candid about the level of commitment your product requires and the Right Customer will tune in
  • onboarding – instead of routing new signups to sales engineers, empower them to do it themselves with video tutorials or knowledge base articles
  • retention – don’t tell customers what to do, show them what you already did for them; at Fomo we offer machine learning and weekly ROI email reports

as makers like you realize their “quadrant reality” they can attract candidates with the same inputs:outputs expectations that their solution provides.

The post What’s your SaaS I/O? appeared first on Ryan Kulp.


Your Spot in the Startup Caste System

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in the technology industry you either write the code or sell the code.

if AOC achieves a world without farting cows those distinctions may be just that. but in reality there is no startup “ecosystem,” it’s a caste system.

Startup Caste System

i don’t think this is cool but it’s the truth so i’m reporting it.

marketers who don’t know how to build products — yet rely on built products to survive and advance their career  — have two choices:

  1. learn to code
  2. be proud they don’t know how

most marketers choose #3: shame and embarrassment. i know, because i used to be one of those marketers.

industry events

marketers at tech conferences are like slightly chubby people who “let go” last winter and now have to face a beach day.

they go to events and blurt out things like “oh, i’m not technical” when someone asks what they’re working on. no one taught them to say this, they do it instinctively, like cats hunting rodents.

being “non technical” in the tech industry is a Scarlett Letter.

for this reason i want to deter as many people as possible from choosing #2.

it’s the Fat Positive equivalent for your career and guess what: fat people don’t live as long (by 5-20 years) as fit people.

Justin Bieber

it’s actually an anomaly there is such a thing as a technology career without knowing how to build it.

just look at the music industry. can you be a producer without Pro Tools? without being able to riff a couple piano chords? understand the circle of fifths? time signatures, key signatures?

a musician for 16 years, i still refine my craft. most recently i spent 6 weeks in Los Angeles at a production “bootcamp” to get better at compression, EQ, and arrangement.

Ryan Kulp performing in Seattle

i’ve performed 100s of times around the country and recorded albums in 7 professional studios. and music is just a hobby!

doesn’t that which pays your rent, buys your food, and sends flowers to your mother deserve more attention?

excuses

marketers are excellent Excuse Makers.

i try to empathize because i used to be a champion excuse maker myself. “i just need to raise money, to hire the people, to build what i want” is the mantra. but then i wrote the best post on learning to code and haven’t looked back.

the “co-founder” philosophy hasn’t helped. it discourages Renaissance makers. the best companies of tomorrow will be founded by individuals with a vision, not friends with an idea.

solutions

in a perfect world there wouldn’t be developer elitism, only camaraderie between technical and non technical functions of an organization.

engineering peers wouldn’t feel (or even be paid) more than you, because your work (acquiring customers) is indeed more important and more difficult than theirs. i’ve maintained this unpopular opinion publicly for years.

but nobody said you have to be a CTO. you can learn to hook up JavaScript event listeners, write scripts, build “research” scrapers, and bang out a prototype over the weekend. you can do this, and you ought to.

in the words of my new mentee Will, our duty in tech is to “build what we know,” and build it with our own bare hands.

The post Your Spot in the Startup Caste System appeared first on Ryan Kulp.

Introducing the Honest Marketer Scholarship Recipients

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two and half months ago i was compelled to give back. this feeling manifest itself as the Honest Marketer Scholarship, to which 131 people applied.

i wasn’t sure what to expect in terms of essay length, quality, or theme, and i don’t think i could have anticipated what happened. over 100 strangers were vulnerable, genuine, and sincere. they shared their life stories, their limiting beliefs, and why they think marketing today is broken.

in total i read 56,439 words from marketers, designers, finance professionals, students, veterans, athletes, and teachers. i also reviewed these applications anonymously to eliminate possible biases.

here’s how that process worked.

open enrollment

when the application period closed my collaborator opened the Google Form responses and told me the news: 131 people applied.

i confess i was hoping for more, as the number of recipients was a function of applications (1 per 100), but i soon realized this was a vanity metric as our applicants were incredible.

punctuality

in the launch announcement i outlined a few dates:

  • applications open Dec 11, 2018 through January 31, 2019
  • everyone who applies will hear from me by February 8, 2019
  • recipients will be chosen by February 22, 2019

i’m proud to report all these dates were kept.

the application form was disabled in the late evening of January 31 (Eastern time). i sent everyone a thanks + next steps message February 8. i sent followup questions to 15 of my favorite applicants on February 9/10. and those chosen were given notice + agreed to the commitment by February 22nd.

managing anonymity

a trusted collaborator assigned a UUID, ie sjk34mclsl21, to every applicant in a spreadsheet of responses. each UUID became a column beside the applicant’s email address, a kind of foreign key constraint that came in handy later.

my collaborator then hit File > Make a Copy to produce a master “backup,” and on that sheet deleted the Email Address column. next they made another copy of that sheet to remove all version control history (otherwise clicking “column deleted” would expose email addresses).

as i needed to get in touch with applicants to ask probing questions, i simply sent my collaborator a Google Doc with that applicant’s ID along with my questions or comments. they then logged into an email address we created for this scholarship and sent the questions to the applicant, along with a notice that they were reaching out on my behalf.

scoring applications

my first filtering mechanism was a question on the survey: “are you currently, or in the last 3 years have you, worked at a tech company?” anyone who answered no, or was seemingly trying to break into the tech industry through this opportunity, was given lower priority. i specifically mentioned in the announcement post that these candidates would not be a good fit.

my second technique to distinguish good applicants from bad, was to quickly skim the answer lengths to my open ended questions “what is an honest marketer?” and “why are you the best candidate for this scholarship?

while i did not recommend a minimum answer length, it became clear that anyone who only replied to those questions in 1-2 sentences was probably not serious about embracing this challenge, a 2 year program that requires a lot more reading, writing, and introspection than the application form.

my third technique was not easy, but simple: read every application, sometimes 2-3x each, and assign a score of 1-10.

after doing this for 100+ qualified applications i reverse-sorted them by score and had around 30 candidates in the 7-9 range. to be clear: no one scored a 10/10.

since 30 is still too many i took another sweep and cut that number in half by applying a rubric of philosophy that i wasn’t able to articulate until reading all the applications.

probing questions

i made a new Google Doc with the IDs of my 15 favorite candidates and 2-3 questions for each of them. my collaborator shared those questions with a ~72 hour time window to reply.

of those 15 emailed for more information, 2 did not reply and 1 replied to let us know they are withdrawing their candidacy. i won’t get into their reasons, but this was a really considerate move for the sake of other candidates.

following a similar scoring process as above, i assigned each candidate a new value of 1-10 for their probing responses only. some candidates, for example, had really strong initial applications but then information they shared in the followup led me to realize this wasn’t going to be a good fit.

finally i reverse-sorted by score once again and had a single “10” and two 8’s.

making the final call

my original plan was to grant 1 recipient per 100 applicants, up to 3 grants total.

prior to reading any applications i decided to double this to 2 recipients. and when i narrowed down those 15 favorite candidates to 3 i couldn’t help myself: i expanded the grant to 3 recipients.

here they are, now that we’ve been introduced by my collaborator:

each has agreed to have their names shared here, else i would not “dox” anyone’s personal identity.

i also think sharing names is helpful to peer applicants who can rest assured the program is underway and not a hoax.

kick off

over the next couple days i’m hosting introduction video calls with each recipient.

we’ll be spending the next 2 years deepening our marketing, development, and leadership skills, and i couldn’t be more thrilled about it. i’ve been reading their old blog posts, Googling their names, doing all the crazy ex girlfriend stuff and it’s awesome.

i’m sure all of us will share updates on our personal blogs and social media, but if you want the meta updates (perhaps quarterly?) just subscribe to this blog below and i’ll keep you in the loop.

program format

the Honest Marketer Scholarship has 4 values and 5 components.

values

  1. Honesty
  2. Directness
  3. Intensity
  4. Accountability

these represent my personal mantra and should be easy to assimilate into the cohort. i do everything big, and i do it boldly, for better or worse. i also talk publicly about my success and failures, and do not sugar coat feedback. we’re calling it sugar-free at HMS.

components

  1. Launch School, where recipients will become a full stack developer
  2. GrowthX Academy, a marketing program at which i’m the lead instructor, where recipients will become more efficient and creative at customer acquisition
  3. Book Shelf, aka an ~unlimited supply of relevant marketing and business materials shipped from my Amazon to a recipient’s front door
  4. Mentorship, via 1:1 video calls, emails, and a private Slack group between myself and the recipients
  5. Projects, apprentice-style and paid, to execute marketing and product ideas at one of my companies (Fomo, Cross Sell, Lobiloo, Fork, etc)

i’m currently finalizing a shared program calendar that will outline a specific cadence and rigor for each of the components above.

at HMS we’re building champions, and we will do whatever it takes to maintain a standard of excellence. more on this soon, likely a version-controlled “HMS Handbook” on Github or similar.

next steps

this experience has been amazing.

we’re opening up a 2nd batch of the Honest Marketer Scholarship in a few months.

stay tuned for that, and updates from our current recipients, right here on your favorite Ryan’s blog.

The post Introducing the Honest Marketer Scholarship Recipients appeared first on Ryan Kulp.

Objective Copywriting

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through my growth course, mentorship program, speaking engagements, and writing i’ve been asked to critique 100s of websites.

in doing so i realize why everyone hates marketers: marketers are liars.

while morality is out of scope for this blog, there’s a quick way to improve your website that i call objective copywriting.

objective copywriting

fix your subjective, lying, cheating copywriting like this:

  • easiest” → “easy
  • The best…→ “we’re proud of …
  • #1 burger in NYC” → “rated #1 in BurgerBros magazine

verify claims like a PhD cites peer-reviewed articles. ask yourself: would i sell this to my mom’s friends?

how to hyperbole

marketers should remove self-aggrandizing language like “unique” or “special” and let customers say it for them. then quote the testimonial:

“unique and amazing”
–Sarah from TechCrunch

a few more OK phrases, if true:

  • first
  • most affordable
  • fastest
  • patent-pending

the clever fallacy

avoid “product Freudian slips.”

i coined this term to describe when marketers leak solution attributes they think are interesting into their value proposition.

for example, copy like this is on 1000s of websites right now:

  • “the new way to book home cleanings”
  • “the new way to buy a car”

new is not necessarily better. it’s OK to challenge the status quo, but the status quo is exactly that because it works.

don’t over-personalize

can a vegan and a carnivore walk by the same restaurant and think “that’s for me?” should they?

JavaScript makes it easy to convince every visitor your product was made for them. the truth is: it’s not. marketers who play the long game understand that for each website visitor you alienate, you earn the trust of another.

Godin says “people like us do things like this,” and that’s all you need to know about building and selling products honestly.

The post Objective Copywriting appeared first on Ryan Kulp.

Clear vs Clever Copywriting

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last week in Malaysia i gave 3 talks on technology, creativity, and copywriting.

i described my approach to knowing when copywriting should be clear (straightforward) vs clever (abstract). loosely based on my first writing on the topic in 2016, i’ve since improved the concepts with necessary nuance.

this clarity is best illustrated with 3 spectrums. let’s review so you can write better copy today.

by company stage

new iPhone landing pages always say some bulls*it like “Brilliant, in every way.” try that at your startup and you won’t even get 100 upvotes on Product Hunt.

Copywriting for early vs late stage companies

a simple minded marketer will look at this and think “well yeah, because you aren’t Apple.” and that’s true.

but the reason you don’t get away with aspirational headlines isn’t because you aren’t Apple, it’s because you haven’t spent billions educating the market for 5 decades.

Apple no longer has to explain they make computers, so when someone lands on their website you can darn well expect they are looking for a phone or computer.

when someone lands on your website they’re trying to figure out if it’s a Ponzi scheme. let’s now have a moment of silence for readers selling blood test solutions that only require a few drops.

by interest level

prospects are skeptical, distracted, and don’t trust you (yet).

clever copy to a cold prospect is kind of like walking up to a cute girl at the bar and dropping a pickup line. at best she’ll giggle, at worst you’re back on Tinder in T-3 minutes verifying your 5′ 6″ height.

Copywriting for prospects vs customers

yet that same pickup line might work in as little as a few minutes, if you establish rapport and say something dumb like “i really wanted to try this pickup line on you earlier, but couldn’t because i knew you were too classy for that kind of thing…

at Fomo.com we’re fairly clear in our new user FAQ, but once you get “inside” we start cursing, drawing pictures of granny, making fun of French people, etc.

by outcomes

if you sell a commodity, price is the only variable that matters. your sales material is on the far left, and your kids do not want to be like you when they grow up.

Copywriting for needs vs wants

if you sell things people don’t need, but want, like ice cream with gold flakes, you’re selling a lifestyle.

you are making a promise about status and prestige, and your language should reflect that goal.

what else

i spent 20 minutes jotting down these ideas but before hitting publish i Googled “clear vs clever” to see what would happen.

apparently this is is a hot topic in the copywriting community, of which i am not a part, and i think it’s because nobody has articulated the truth:

  1. Copy Hackers saysthere is a happy medium” (wrong)
  2. The Middle Finger Project saysbrilliant writing can be clever” (ok?)
  3. Space Panda Marketing saysbe accessible to your ideal customer” (wrong)

#1 is long form “it depends,” #2 refuses to commit, and #3 makes the ICP (ideal customer profile) fallacy.

i’ll go into this more later, but tldr everyone’s ideal customer looks the same: pays up front, commits to annual, never complains, writes a testimonial, refers others, implements quickly.

since ICP is a useless tool for audience differentiation we should focus on our RCP, or realistic customer profile. this is the prospect who’d consider your solution a no-brainer if they heard about it today.

i built an entire course about this, but for now, just accept #3 is wrong and probably loses 10 more points for being published on the cess pool that is Medium.

here’s the truth: both strategies (clear, clever) are right. sometimes.

the enlightened marketer does not throw out the hammer and keep the screwdriver, she chooses which to apply per situation. and she makes this decision with a sort of matrix, or questionnaire if you are boxist.

clear vs clever matrix

how much does my web traffic already know about my company? are they already paying me, or still considering? and what the heck do i sell: a need, or a want?

answer these questions and you have a path forward.

skin in the game

here’s some of my copywriting for the Fomo.com home page over the last 3 years.

as we’ve grown, improved our product, and earned trust, our position on each of the 3 spectrums has moved from left (clear) to right (clever) at a pace of 10-20% per year.

2016

Fomo homepage 2016

painfully on the nose, but this worked. and it was what we needed, because being first to market means nobody knows WTF you do.

nowadays, thanks to dozens of mostly unethical competitors, we’re more mainstream and can get funky.

2017/2018

Fomo homepage 2017

a bit more abstract.

our thesis: since word of mouth marketing is free, it’s therefore the “holy grail.” not everyone cares about customer acquisition cost though (see: VC-funded startups).

2019

Fomo homepage 2019

last summer i attended a wedding in Lubbock, Texas.

immediately after landing i searched for the best BBQ spot in town and called to get the deets. “we stay open until we run out of brisket. no reservations.

this was the most honest thing a restaurant cashier could have said to me, and it was also the most enticing marketing message i’d ever heard. thus “honesty is the best marketing” was born.

moving left and right

if you launch a new product, to a large audience, and it solves a specific need for a highly competitive market… keep it simple.

but as you innovate, build trust, and grow cajones, add some spice. try clever.

first with customers already in sync with your vibe. then with your RCP, which by now looks more like your ICP (it’s a moving target). and finally with prospects, who already know what you’re about because a customer referred them.

to be clear, introduce clever copywriting in the following order:

  1. paying customers
  2. referrals
  3. n00bs

over time #3 will be as educated as #2, and #2 candidates will be nearly as trusting as #1.

clear vs clever copywriting is not a “versus” duel. it’s a timeline, an and, for the patient builders among us.

“there is no such thing as perfect pasta, only perfect pastas.”
— Malcolm Gladwell

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Habits are a Gemfile

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in most Ruby web applications there is a Gemfile, whose purpose is to include all the dependencies your app needs to run.

want a calendar dropdown picker? include jQuery UI in the Gemfile. need data visualization? there’s a gem for that too.

as apps get bigger, so does their Gemfile. and this quickly becomes problematic, because gems well… they break.

what are gems

gems are open source libraries maintained by thousands of developers around the world, each with their own opinions and agendas.

if you set a gem to update whenever an update is available, your whole app could go down while you sleep.

so gems are good. but they also kind of suck.

at big apps like Fomo we’re always seeking opportunities to simplify our Gemfile. this reduces bloat (server memory usage), increases our proprietary edge, and decreases the probability of downtime.

habits are gems

i lived in New York City for 6 years. like most people i established daily, weekly, and monthly habits.

daily

  • Quest bar for breakfast
  • cold brew from Dunkin’ or Trader Joe’s (1, 2, or 3 per day)

weekly

  • good weather, run outside; bad weather, lift at gym
  • grocery shopping
  • writing

monthly

  • taxes, payroll, accounting for 5+ projects
  • shareholder reports
  • review goals, plan future

these aren’t special. you may do the same stuff. for readers in the suburbs, “fill up gas” and “get oil change” also come to mind.

what if we could reduce our Gemfile, reduce our bloat?

don’t change habits

adopting new habits and changing old habits is hard. going the extra mile is also tough; i suggest going the extra dollar* instead.

to reduce our Gemfile, then, we just need to eliminate habits. easy.

traveling full-time for 3 months thrust upon me the following changes:

  • no more alarms, i wake up when i wake up
  • no Quest protein bars; they aren’t sold in Asia
  • no grocery shopping, i eat out every meal and skip meals regularly
  • no phone number, no SMS. no WhatsApp, Telegram, etc accounts (exception: 7 days last month)
  • no more taxes, replaced w/ a CPA
  • home workouts > gym if i can’t find one nearby
  • no more bookkeeping, replaced w/ a Wife
  • no more random “online errands,” replaced with a personal assistant

i drink the same amount of coffee. i think that’s OK.

running lean

my wife is fanatical about bottled water.

in some Asian countries this is required, but it also creates a dependency in her life. we can arrive in a new city at midnight and her first task is finding a 7-11. sucks for her.

the fewer dependencies you have, the less fragile you are, the more risks you can take.

wear a bathing suit to the cafe, then go straight to the gym. buy noise-cancelling headphones to remain productive in loud spaces. sleep through the free flight meal and call it intermittent fasting. (seriously)

this is not about efficiency, it’s about flexibility.

go forth

take inventory of your Gemfile. would your app (lifestyle) crash if something broke? if so, remove it.

The post Habits are a Gemfile appeared first on Ryan Kulp.

How I Beat an Online Course Scammer

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this is a story about how i beat a thief at his own game and made $2,100 USD in the process. if you’re reading this Howard, f*** you twice.

table of contents

  1. context and background
  2. finding out i got scammed
  3. luck is when preparation meets opportunity
  4. playing stupid
  5. data gathering
  6. filing a PayPal claim
  7. losing my PayPal claim
  8. becoming a ninja
  9. filing a PayPal claim, redux
  10. winning
  11. leveraging the wisdom of the crowd
  12. spiteful in my spare time
  13. getting scammed again
  14. winning twice
  15. who wants some?
  16. forgiveness

context and background

i’m a marketer with an online course. it sells for $2,000 which means “no stupid people allowed.”

i’ve been criticized for charging this much but it’s worth it and besides, i don’t tolerate incompetent students.

anyway, i launched the course 8 months ago and had zero problems.

enter February 2019.

finding out i got scammed

on February 2 a new student enrolled, name “John Shredder.” sounds like one of those Movie Names but whatever, $2,100 buys me a new pair of Vans.

a few hours later he sent me this email, a refund request:

kind of an odd compliment slash passive aggressive complaint, but no biggie. i do not mess with peoples’ money.

before executing a 1-click refund i happened to check my other emails. the importance of this piece in my puzzle cannot be overstated.

in my inbox was an email from my WordPress instance. it’s a common “are you OK with this backlink?” pingback request:


usually i spend < 10 seconds reviewing these. mostly they’re spam and occasionally some other blog links to me.

but a keyword stuck out: GROUP BUY.

i clicked through to Comulent Social and found a gold mine of stolen online courses being resold for a fraction of their stated price, including mine.

since the faux landing page for my course had copy/paste text from the real landing page, it backlinked my blog and triggered the alert.

could John Shredder be connected to this stolen course marketplace?

luck is when preparation meets opportunity

a couple months prior to this situation i read Never Split the Difference by Chris Voss. before that i read Negotiation Genius and Getting to Yes.

let’s call these books the Unofficial Negotiation Trilogy, or UNT for short.

a few UNT lessons:

  • information is power; don’t give away more than necessary
  • get the other side (your adversary) to say “no” as quickly as possible, then negotiate from there
  • your ZOPA (zone of possible agreement) is different from your adversary’s; find the overlap
  • create asymmetry such that your BATNA (best alternative to a negotiated agreement) is less painful than theirs

these in mind, my leverage was clear:

  1. i knew my course was stolen, thief did not know i knew
  2. i’m smarter than most people (yeah i said it)

so i sent “John Shredder” a note and simultaneously kicked off an investigation of Comulent Social.

playing stupid

not 100% certain (yet) that John was connected to the stolen course website, i actually clicked through PayPal’s refund process. lucky for me, PayPal said the funds were on hold for a day.

i kept John updated:

shortly after sending this, my investigation had a breakthrough: i conclusively linked my student John Shredder to Comulent Social.

before i share how that happened, here’s what i tried first:

  • joining the private Discord chat channel and cross referencing usernames, signatures, recent moderator posts, etc
  • using WHOIS records for clues behind domain ownership
  • sending private FB Group messages from a borrowed female account (they confirmed course “was available”)
  • scanned for security vulnerabilities in the Amember instance managing the website’s membership portal (grey area, sigh)
  • consulted with other high ticket course creators to learn if they had heard of John Shredder or Comulent Social

but you know how i finally figured it out? i joined the scam membership website.

for just $19 you could join Comulent for 30 days, and then be billed a mere $9 per month afterward for unlimited access to courses.

it was during checkout, using my wife’s old email + maiden name, that i found the Achilles tendon:

PayPal is such a POS product that the “pay to” address is embedded directly into the callback URL.

that email address was the same one John Shredder used to enroll in my course.

another day passed, and poor John was getting anxious about his refund!


at this point my natural tendencies were urging me to take the “gotcha!” route. to type a well-deserved ALL CAPS spiel to John and have a celebratory latte.

but i did none of this, because i read the UNT (unofficial negotiation trilogy).

data gathering

just because i knew Jerry Howard, p/k/a John Shredder, stole my course and was reselling it on Comulent Social, didn’t mean i had anything to brag about.

course creators and ecommerce stores are ripped off all the time. it usually goes something like this:

  1. thief purchases item
  2. seller delivers item
  3. thief submits chargeback
  4. seller refutes claim, providing proof of delivery
  5. payment processor is Soy, decides in thief’s favor

i wanted to avoid this fate, so i played my cool with John Shredder and began a series of lighthearted Q&A.

me: “thanks John for the PayPal receipt, can you provide legal proof? i’ll submit it to the course website so they can ensure the refund goes through

thief: “ehm like what kind of legal proof?

me: “paypal says i have to wait another day, maybe because it’s Sunday. if you send me a driver license pic i’ll just refund now.

thief: “Sounds good. Here you go.

pause: let’s pour one out for Jerry Howard, a [previously] anonymous internet thief who literally sent me his drivers license.

me: “wow, i haven’t seen a UK license before. how is your name John Shredder though, if your license is Jerry Howard?”

thief: “ah yeah i used an old teachable account because of not wanting to give private information to businesses :)

after this exchange i let him have it. i told Jerry i knew he ran the OnePercentClub + Comulent Social websites.

filing a PayPal claim

unsurprisingly, within a couple hours Jerry filed a chargeback request on PayPal.

before doing so he tried arguing with me further over email, but the correspondence is so Low IQ it’s not worth a screenshot.

fruitless quips like:

  • i’ll contact Teachable! i’m friends with the Teachable CEO
  • you have no proof! after i sent him the PayPal screenshot showcasing his pay-to email

so i prepared my game plan. i sent PayPal the following rebuttal:

losing my PayPal claim

for a few days i reflected on Tolle’s Power of Now. i tried to stay present and not be consumed by Mr Shredder. did i say the right things? there’s a character limit too, you know.

i played out the worst case scenario: i lose. i remembered that time in college when my Jeep was stolen and mom said “it’s only money.” (this meant a lot; my mom is frugal and did not come from money.)

and then i thought about my blood pressure. usually a cool ~108/60, it was now approaching a mild boil. the violating feeling of being taken from tends to have that effect.

then i got the news. PayPal was deciding in the thief’s favor.

Ryan – 0
Jerry – 1

having already simulated this scenario in my head, i was ready to let it go. i’m blessed to have multiple income streams, health, and the skills to make more money from honest marketers.

plus, i had no regrets concerning my evidence submission. nothing i wish i could have changed if given a second chance.

fast forward a few days.

already at terms with the loss i sat in Busan, Korea at a buffet by the ocean. i thought: what if i try one more time?

you see, entrepreneurs aren’t just people who keep trying. they are the ones who keep trying until it works.

becoming a ninja

this section is titled ironically; an obituary to the “Ninja OnePercentClub” membership component of Comulent Social.

while i was OK with the outcome thus far — a $2,100 course sale, reversed, and the prospect of my content being resold to losers — what didn’t sit right was something i mentioned earlier:

i’m smart.

call it arrogance but i didn’t enjoy admitting i lost to someone dumber than me. i mean, the guy sent me his drivers license.

so i appealed the PayPal claim, an option available to me for just a few days following the initial claim’s decision.

filing a PayPal claim, redux

here are the skills i brought to the table for Round II that did not make the cut in my first attempt:

  • coding
  • email screenshots

first, i scraped the entire Comulent Social website and produced a database of 1,849 stolen courses. i put these in a Google Sheet.

next, i recreated screenshots inside Teachable with Jerry’s real name, because John Shredder (unintelligently) signed up again:

my theory is the PayPal team failed to use their brains and connect “John Shredder” with “Jerry Howard,” so i rewrote my message too.

at the bottom i challenged PayPal to their own game, requesting they tell me exactly how one can provide proof of delivery for digital products.

fingers crossed, i hit Submit.

winning

according to my wife i’m a “sore winner.”

i think what she means is competing against me is a bad idea. at least that’s what i shout across the table every time i crush her in Bananagrams.

after scoring $2,100 i kicked off a litany of projects:

  1. filed a DMCA takedown notice on Namecheap, the domain registrar for Comulent Social
  2. spoke with Amember management about shutting down his account
  3. launched a public shaming campaign (covered next)

Ryan – 1
Jerry – 0

leveraging the wisdom of the crowd

my shiny Google Sheet of stolen courses was useless without contact info for each of the creators.

i thought about spending some of my hard-earned blood money on an outsourcer to build an email list, but this sounds like work, and girls just wanna have fun.

so i did what i always do: i tweeted.

this got some eyeballs to the sheet. about 5,000 to be precise.

if you’re wondering how to set up Google Analytics on a spreadsheet, cue another Tweet from last summer. man this tweet aged well.

but i didn’t stop there.

i submitted the Comulent Social course directory to Hacker News, reddit, and various Facebook groups for online course creators.

(yes, i made a fake Facebook profile to do this)

within a couple days dozens of course creators sent me their own stories, tips, and thanks for preparing the resource.

ego aside, by writing their own Harshly Worded Emails, many creators successfully got their own content taken down from the illegal marketplace.

spiteful in my spare time

since Jerry is a UK citizen, someone suggested i file a lawsuit in small claims court to ruin his personal and credit bureau reputation.

the government’s online portal requires address verification, so i used Google Maps to check out Jerry’s home. i then reached out to the closest high school to see if they’d share student records.

Jerry Howard 3 Lodge Gardens Hessle UK

in case you think i did something shady, here’s the exact message i sent the school:

“Dear {{ name redacted }}, I am considering a Mr. Jerry Howard for one of our programs and I want to confirm he was a former student who graduated in 2002. His current residence is 3 Lodge Gardens, Hessle. Let me know if I should provide any further information.”
— Ryan Kulp, Lead Instructor, GrowthX Academy

i did not impersonate anyone, and the statement is 100% truthful. but it is surprising how easy it was to request a stranger’s information.

disappointed by this response, i decided i needed more help to ensure my data (from the drivers license) was correct. i needed to be sure Jerry would be served the appropriate legal papers to appear in court.

i hired a “lawyer.”

getting scammed again

long story short i engaged Abdul Akram, a “Barrister” at Akram & Associates Legal Attorneys. he was recommended on some lawyer marketplace.

Abdul was happy to help, exchanging several messages back and forth and then quoting me just $40 USD to file the claim.

he reviewed my materials, asked good questions, i paid him, then…. nothing.

i was conned while attempting to sue another con artist. classic.

Ryan – 1
Jerry – 0
Abdul – 1

winning twice

while i still had $2,060 left over from my first win, it didn’t sit right to be scammed again.

so i filed my own chargeback request via payment gateway Payoneer, and after 10 days of back and forth evidence collection i won. again.

Ryan – 2
Jerry – 0
Abdul – 0

who wants some?

a few lessons for aspiring online con artists:

  1. only steal from people dumber than you
  2. don’t compete against someone with unlimited resources

with the $40 small claims money back in my pocket, i started digging around for opportunities to prevent Jerry from ever being hired:

a microsite with his drivers license, contact information, and this blog post would be a fun weekend project, and a good use of my SEO skills.

for now i’ve simply titled these image files and alt text values to pilot a page 1 rank attempt. we’ll see.

forgiveness

we all make mistakes. con artist Jerry Howard made a big one.

if he apologies and asks for forgiveness, i’ll give it to him.

the $2,100 is mine though. i earned it.

The post How I Beat an Online Course Scammer appeared first on Ryan Kulp.

going to jail saved my life

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i graduated high school in May 2008 with plans to become a rock star.

the first song i ever wrote (warning: screamo) got some radio play and my band was performing all over the state of Georgia.

then reality kicked in.

my bandmates started doing drugs, stole thousands worth of my gear to buy more drugs, failed to pitch in for our tour van, and i was the “responsible one” keeping everything together.

the band split.

without a purpose

my “smart” friends started college. they were concerned about my future, perhaps talking behind my back. and for good reason: i was lost.

join the military” i thought. let’s kill people!

so i visited a nearby Marine Corp recruiting office. they sold me on a lifestyle of travel, adventure, saving cash, and racking up vacation days. where do i sign up?

i trained with my recruiter a few times, mostly pushups and 2-mile runs. they sent me downtown (Atlanta) and i scored 97/99 on the ASVAB. this is a standardized test that determines the type of jobs for which you’re eligible.

score high, do something like “intelligence.” score low, infantry. you can score high and enlist down if you prefer to be in the fight, but you can’t claim a job above your score.

anyway, i chose MOS 2673, aka operation North Korea. in 24 months i’d learn Korean, get a cash bonus, then gain security clearances as my career advanced.

all of my interests in video games, computers, how things work, music, creativity, and performance, vanished. this was the cost of securing a role that pays about $8 per hour as a private first class.

parents get in the way

i told my parents about my decision.

we weren’t really speaking at the time. i was living alone in my girlfriend’s house, making gold teeth for her uncle, mowing yards, and teaching kids to play guitar.

my parents pleaded with me, “don’t join the military.” they support the armed forces generally, but not that much i guess.

they offered to help pay my college tuition if i applied to school instead.

applying to college

i took “gifted” and AP classes ever since i was 10 but scored average at best. school was never my jam and that’s all i have to say about that.

this made my high school transcripts — a key piece of evidence for college admissions — a bit strange.

on one hand i earned an “A” in AP Physics. on the other hand i took Discrete Math (essentially algebra) during my senior year. on one hand i was first chair in orchestra. on the other hand i had been suspended a couple times.

i applied to a few state schools and was rejected. i got accepted to community college.

pride, wanting a challenge, whatever it was, i was not OK attending community college. my girlfriend at the time was valedictorian, now at Harvard. was i that dumb?

i prepared an appeal. in my package was a personal essay, a CD-rom with my band’s music, my ASVAB report card, and a letter of recommendation from my long time orchestra teacher.

a few weeks later, Georgia State University accepted me on probationary status. i never figured out what this meant, but it remained hard-coded in my student portal for my entire college career.

commuting and finding myself

i moved in with my grandfather, who lived about an hour and 15 minutes from school with traffic.

after class i went home, ate a ham sandwich and Little Debbie cake in bed, watched reruns of the Beijing olympics, and wrote music.

i got a full time job at Lowe’s Home Improvement in the lawn and garden department. i saved a couple thousand dollars for studio time and in April 2009 released my first solo album, Forgive Me Gorgeous.

to this day, fans tell me FMG is my best work. i’ve recorded 5 albums since:

class began at 9am, so i left by 7:30a and went downtown 5 days a week. i took extra courses during my first 3 semesters (spring, Maymester, summer) to catch up with my peers from high school.

Georgia State used the “plus/minus” system at the time, which meant a 97 or above in a class was recognized beyond “A” status. by the time i finished my first 30 credit hours my GPA was 4.3 on a 4 point scale.

i applied for Georgia’s HOPE scholarship, which pays most of the tuition (minus student fees) for state schools in exchange for an above-80 grade average.

this saved my parents some serious cash, and they agreed to reallocate it towards rent at an apartment in the city to spare me the commute.

we weren’t totally balling out so i needed a roommate. i had the perfect guy in mind… let’s call him Bill. we met in an intro to communications class and hit it off, even though he’s a flaming liberal.

we picked an apartment and moved in the day before my sophomore year began, August 2009.

roommate problems

Bill was a smart, funny dude, but also a pot head and spoiled brat.

his parents were “loaded” (2009 terminology) and had recently moved away from Georgia for his dad’s new CEO role at a company on the west coast.

for a few months everything was OK. small stuff like “dude clean your dishes” cropped up here and there, but overall we had a good time, hung out, and introduced each other to mutual friends.

then it got weird. his druggie friends were crashing too often, using my bathroom (we each had our own), and trashing the living room on a daily basis.

empty pizza boxes, sink full of pots and pasta noodles (munchies diet), debris all over the floor from their weed grinders. it was a mess.

i took the low road. or high road, i’m not sure. i got passive aggressive.

roommate retaliation

our apartment was a “double master” in Buckhead, a fancy neighborhood outside downtown Atlanta. we each had our own bathroom, but Bill’s was in his room, while mine was also accessible from the hallway.

to curb the druggie-friends-taking-dumps issue, i installed key locks on my bedroom and bathroom doors. yes, i literally used a key to pee.

next i started making threats about our kitchen hygiene. the pots, pans, and silverware were all mine, and if he didn’t clean up after himself, i would get rid of them.

unfortunately for Bill, he thought i was bluffing. i packed up the pots, pans, and silverware. our kitchen was now bare. Bill bought a couple packs of disposable forks, red cups, and white paper plates and was back in business.

finally i unleashed the mega load. i asked his friends to stop crashing on the couch. by this point multiple people were sleeping over 4x+ /week and drinking, smoking, basically partying all night. a few times i skipped school in the morning because i was too tired from the previous night’s noise.

the living room, just like the kitchen, had exclusively my stuff. so while Bill was gone one day my parents and friends helped me pack up the television, couch, and coffee table. we stored it at my grandfather’s house and when Bill came home he thought we’d been robbed.

once Bill realized all this was my handiwork, we were at war.

money problems

our apartment had an online portal for paying things like rent, trash, and the water bill. for some reason my parents were hooked up as the official, liable party.

i think because Bill’s parents moved way, they weren’t available to sign the lease papers in person, so my parents bore the risk. after all, Bill’s parents are loaded. what could go wrong?

well, Bill decided to withhold his half of the rent following Operation: Clear Living Room.

to make matters worse, my dad had recently lost his job. floating more cash, just to pay rent for a spoiled kid who was intentionally being a jerk, was a low point.

so while i take full responsibility for what happened next, i was under pressure from my family to even the scales and get back what was ours.

the Buckhead heist

by the 6th month of our 12 month lease it was obvious this was not going to be a renewal situation.

i found a 3 bedroom house in East Atlanta that was around $300 cheaper per bedroom than my current apartment. i moved in with 2 friends in July 2010 and all that was left in the apartment were miscellaneous items like a soap dispenser and junk in my closet.

in early August 2010, about 1 week before the last day of our lease, i returned to the apartment to pick up these items and inspect the unit for damages.

my roommate had scribbled vile graphics and curse words all over the walls in his bedroom with black Sharpie markers. heavily used glass bongs were everywhere.

while going through kitchen drawers i found a $100 bill.

surrounded by more drug paraphernalia, i knew it wasn’t mine. so i shrugged, closed the drawer, and left.

but in the parking lot a thought occurred to me… could i use this as leverage to get Bill to pay us back for missed rent checks?

i figured $100 cash was important to him, and swiping his parent’s credit card on the online payment portal was nothing.

so i text Bill, “hey, i found a $100 bill at the apartment. let me know if it’s yours.

at this point in my life i wasn’t too savvy about leaving paper trails, persuasion, negotiation, or any of that stuff. but i also wasn’t an idiot.

saying “i found” was my way of CYA (cover your ass) in case this got ugly. it did.

the swap

within a few minutes Bill texted back. he said it was his friend’s money, not his, and that i better return it “or else.”

i said sure, and can he also pay back the 2-3 months worth of rent and utility bills he had neglected.

Bill said OK.

we agreed to meet back at the apartment, in the community clubhouse which was open 24/7 via resident keycard.

i intentionally requested this spot because i knew the clubhouse had cameras. if we met somewhere else, his druggie friends might be more aggressive.

around 9p i drive back to the apartment, coming directly from Waffle House with my girlfriend in tow, to give Bill back his $100 bill. the plan was to watch him — from his phone — connect to the pavilion WiFi and pay me back for missed rent.

well, when i walked inside the club house there were 2 Atlanta Police Officers.

they’re looking pretty tense, maybe a mixture of annoyed and already upset with me. “well hello officers!” i say boldly. i’ve always been sort of a smart ass.

they asked me to tell them what happened. i recalled our text exchange, that i found money and that Bill also happened to owe me money. i was here to give it back to him.

Bill was standing there, a giddy look on his face, as one of the officers said “do you believe the lies you’re telling us right now?

before i could respond, the other officer threw me against the wall and cuffed me, hands behind my back. this was not going down as i expected.

back of a cruiser

i’ve always performed pretty well under pressure. within seconds of being cuffed i started barking commands at my girlfriend:

“take my phone out of my right pocket, my wallet out of my back pocket. take my keys, left pocket so you can drive home. call my parents and give them a heads up so they can bail me out.”

i knew i was being arrested, and i knew i was going to jail.

before pulling away the cops were kind enough(?) to crack open my back window and allow me to appeal to Bill about his decision to press charges.

if he let everything go in that moment, they would have let me out of the back seat and it would have been like nothing ever happened.

Bill, you don’t need to do this. you can keep the extra rent money. what will me having a record do to help you?

even though i was in a bad situation, i still refused to grovel, to beg. i have too much pride for that and besides, the worst thing that could happen is i never get hired at a real job.

hmm, let me think about it” says Bill. he calls who i later found out was an attorney, for advice. “no, he needs to pay for this” Bill says to the police officers. we drive away.

police station

we drive to a nearby police station and i’m taken inside, then cuffed around all 4’s (both feet, both hands) to a hook cemented into the ground, beneath a chair.

the office i’m in is small, and a female officer walks in with a couple of forms and a pen.

within seconds we recognize each other… she had just been on the scene of my car accident a few days prior, when a mom accidentally hit my back bumper.

i advised the mom to follow me off the side of the road, since we were on the highway, and this cop was not happy i intentionally “left the scene of the accident.”

she (the cop) cracked some joke like “you again” and my heart sunk. could this get any worse?

after answering some basic questions i was put back into the cruiser, this time a different cop was driving. we were headed to jail.

jail

we pulled up to Fulton County Jail in west Atlanta around 11:30pm.

the car specifically parked in a “car port,” and after pulling in the metal garage doors around us closed. it was a Hannibal Lecter style unloading, where we entered a surrounded-on-4-sides compound before they opened the car door.

i got out and they unlocked my cuffs. they checked my pockets, now clear of everything except a single peppermint candy i picked up at the register of Waffle House, just minutes before meeting Bill at the apartment club house.

getting booked at jail is a lot like renewing your license at the DMV. you pick a number, sit in an uncomfortable plastic chair bolted to the floor, and watch screens hanging from the ceiling as they shuffle the queue of future inmates.

in case it’s not obvious, the midnight crowd on Friday night in a west Atlanta jail waiting area is not exactly “poppin.”

a big guy leaned over and said, “what did you do? why you in here?

not wanting to get raped i said something like, “oh you know, some BS with my roommate.” cue my legs spreading to take up more space. lobster tactics.

did you punch him in the face?” he asked. “yeah, something like that…” i said. sharing “i found a $100 dollar bill” would probably not bode well for me.

my number was called a few minutes later and i walked up to a bulletproof window with a hole in the middle. they confirmed my identity and allowed entry behind the stall, where my mugshot was taken.

later i paid > $100 to various websites that save down mug shots and then extort people to remove them.

the cell

it’s worth mentioning the jail was around 55 degrees Fahrenheit.

i was wearing a brown collared Polo t-shirt (don’t judge), brown faux leather flip flops, and a pair of khaki shorts. you know, the kind that end just above the knees.

they put me in a 2-person cell with around 15 other grown men. most of us sat against the wall, knees close to our chest, to maintain body heat.

a couple gangbanger looking guys were cuddling and one guy, passed out, was laying face first in a puddle of piss next to the toilet. yep, one of those open toilets. if i had to go it would have been in front of some unhappy dudes.

while i sat there, contemplating the decisions i made that night, my left hand was in my pocket, rotating my mint peppermint candy from Waffle House. “when i get out of here, i’ll eat this mint.”

the phone call

it’s true what they say: you get 1 phone call.

i knew my parents’ landline by heart because it was the same number since elementary school. i dialed, not sure exactly what to say or if they would even answer, at around 1am.

hey Ryan – how are you doing? we know everything, Bill is on the way to bail you out.

this was a relief. i was anticipating the “you’re grounded for life” kind of spiel you see in the movies. turns out my girlfriend laid the groundwork so that wasn’t necessary.

here’s what happened, which i didn’t find out until later:

  1. my girlfriend took my phone at the apartment and tried dialing “House” or “Home,” neither contact was saved (just “mom” and “dad”)
  2. she then called my friend, who was suspended from college at the time and living just a couple miles from my parents in the suburbs
  3. he drove to my parents house and started throwing rocks at their bedroom window. much later i found out he was high at the time
  4. my parents opened the door and he had just information to get them to call my girlfriend and figure out the rest
  5. they searched emails and found an old thread from me and Bill’s “let’s move in together” honeymoon phase with Bill’s parent’s CC’d
  6. my parents got in touch with Bill’s parents, who were still awake because they were 3 hours behind us on the west coast
  7. they promptly got in touch with Bill and demanded he “fix this”

this might have been the most productive phone call of the evening at Fulton County Jail. i was elated, and ready to get out of there.

the arraignment

there was no “sleeping” in a should to shoulder jail cell surrounded by criminals. my spirits were pretty high but nonetheless it was exhausting to watch the minutes go by until 6:30a the next morning, Saturday.

the prison guards put us back in 4×4 shackles and we marched single file to a court room, down the middle past the pews and into a back room holding area with more guards.

one by one, each arrested prison mate was shuffled into the court room in front of us for their arraignment by a video conference judge.

yes, the judge was live streaming from somewhere else, otherwise wearing the usual garb and sitting in what looked like a court room. a few families and lawyers were sitting in each of the pews as well.

when it was my turn the judge began to read the charges: “petty theft” and something else. around that moment my ex-roommate, Bill, walked into the courtroom and said:

i’m sorry your honor, this was all a mistake, a misunderstanding. please excuse this case. i will not press charges.

this was my lucky day! my parents aren’t mad, my roommate is reversing the allegation, and i’m about to go home.

wrong.

release papers

the judge struck his gavel and said “case dismissed.”

i naively turned to a nearby prison guard, lifting up the shackles and chains binding my wrists and ankles as if to say “you can unlock these now.”

back in the cage!” they said. i walked back into the holding cell behind the court room.

around 30 minutes later a group of us were shuttled down another hallway into yet another cell. this was not a normal prison cell, it was really just a room, maybe 14 x 14 feet , no toilet or bed.

i got to know some of the other prisoners. one guy was driving his wife’s car, and a tail light was out. they pulled him over and since he had outstanding parking tickets, he was arrested. (i’m not really sure if any of this is true)

another guy had been arrested for the ~30th time for being drunk in public. he basically seemed homeless. he knew prison guards by name and seemed pretty knowledgeable about the system.

it was this guy who told me that although my case had been dismissed, i might not be released for another 1-3 days.

according to him there was a fair bit of paperwork required to let someone out, and that the shift changes around 2 or 3p. if a guard or admin didn’t “get around” to my paperwork by that time, it would likely be another full day before my release, as the evening shift guards don’t handle releases.

uh-oh.

not only was it difficult to even fathom another 24 hours in jail, but it also felt cosmically wrong as my case had been dismissed. also to be honest, i had tickets to see the Atlanta Falcons that night and i had every intention of making it to the game.

hours pass

i can’t recall if there was a big analog clock somewhere, or if someone was wearing a wrist watch, but somehow i knew that 3p had passed.

will i not be let out until tomorrow? seriously?

it was this realization that led me to my first and only mental breakdown in my entire life.

i started banging as hard as i could on the huge metal door, the kind that slides open based on a switch somewhere else in the facility. “stop that!” said an inmate in my cell. “they’ll beat you or add more charges!

i didn’t care. this was evil treatment.

“shut up!” they yelled from down the hall. “i’m supposed to be out of here — my case weas dismissed” i yelled back.

silence. i stopped pounding.

a few long seconds later, “what’s your last name?” came crashing down the cinder block hallway. “KULP” i said.

BZZZZZZ! “open on Cell __.”

i walked out into the hallway. the other inmates were dumbfounded. i didn’t see anyone, but there was what looked like a window, a cut-out in the cinder blocks, about 20 feet ahead.

the woman behind the counter asked my full name, then gave me a subway card with enough credit on it for a 1-way ride anywhere MARTA would take me.

a few feet further was a regular swinging door, and once i walked through it i was in an ordinary waiting room, like a dentist office. a few families, husbands, wives just hanging out in. chairs, and a reception desk in the corner.

i stepped outside. so much warmer. i walked through the empty parking lot and towards the treeline, which ran parallel with the subway stations.

i saw Bankhead station up ahead. instead of going toward the entrance i ran into the trees, right up to the train tracks. i jogged along these tracks about a quarter mile, in my flip flops, until i got to the official station platform. i jumped up.

my new house was in East Atlanta, just off the Edgewood-Candler Park station.

i took the MARTA’s green line east bound and didn’t have to use my free token. can’t remember what i did with it.

30 minutes later i knocked on my own front door. i was lucky my girlfriend was home, as i had given her my keys (car + house) the night before outside my apartment build.

i called my parents. they drove downtown and we made it to the Atlanta Falcons game on time. i finally enjoyed my peppermint candy from Waffle House.

immediate aftermath

my ex-roommate Bill was unenrolled from school by his parents.

they also took away his nice car and “cut him off” in some other ways too, e.g. rich kid allowance. i kind of felt bad for him.

over the next couple years i saw him around town a few times, riding his bike and loitering in Little 5 Points, a great neighborhood for pot heads.

once i even got off a flight at the Atlanta airport, and he was standing at the top of the exit escalators waiting for another friend.

our eyes locked, i approached him, and we hugged. i forgave Bill for everything, and that’s why i haven’t used his real name in this post.

ATL

the arrest happened in 2010 and was just the first incident in a string of “happenings” i experienced while living in Atlanta for 4 years.

a few other fun things:

  • my car was stolen
  • my scooter (moped) was stolen
  • a crack head climbed through our house’s window, took my Xbox, then pointed my girlfriend’s pink BB gun at my roommate’s face while he slowly backed out of the front door

but it wasn’t all bad.

one time i was working at a club for rapper T.I.’s birthday party, collecting money from bottle girls and counting it in the back with my friend Jonny while Atlanta police officers watched.

all the money was soaked in liquor, so automatic counting machines were useless. i recall counting at least $80,000 cash that night.

when i got home i learned that a crack head had just stolen my Xbox. i didn’t even bother calling the cops.

so you know, typical Atlanta lifestyle. maybe someday i’ll share more of those stories on this blog.

fast forward

in May 2012 i graduated on time with my friends from high school.

i’m probably being generous calling them “friends.” most went to fancier institutions and had elite internships lined up by now: White House. Legal Clerk. some UN related thing in Africa.

no, they weren’t interested in hanging out with State School Ryan who couldn’t hack an entry level job. so i got new friends.

i started talking to random people at my apartment complex. at the pool, on the roof, in the common areas. like this wedding photographer, Zack, who was dating another tenant who was a wellness entrepreneur.

there was Rick, a retired gay dude who always had a dozen young straight men hanging around in exchange for free cocaine. and then the usual suspects, internet entrepreneurs and remote workers.

these became my new friends, the weekday drinking buddy types.

in just a few years i had abandoned my music dreams, gone through my first real heart break with a high school sweetheart, picked up dozens of gigs, started 2 small companies, and graduated college.

it was time to get a job.

the paradox of experience

my resume was filled with impressive brands like Red Bull, Microsoft, and Teach for America, but i didn’t have a network and i wasn’t sure what i should do.

thinking back to my interests in Korea, both the language and the culture, i applied to teach English in Busan.

for context, at Georgia State i took 2 years of the language and enjoyed it. my girlfriend at the time was Korean. and while “teach English in a foreign country” is increasingly cliche, i was looking for adventure.

after a few phone calls and emails, i got the job. they just needed my fingerprints for a background check.

the past stays with you

i hadn’t thought much about my arrest, which my family and close friends were still referring to internally as “my stay at the weird hotel.”

after all, my case was dismissed. Bill was punished — perhaps more than fits the crime — and my parents eventually got their money back.

but now, suddenly, this arrest was everything.

after getting my finger prints done at a police annex, the results came back: around 9 pages in a criminal record for my dismissed case of petty theft.

my recruiter for the Korean gig was not pleased, and essentially told me i had a few days to make it disappear or the job opportunity was gone.

a few days passed, no more job.

Ray Donovan

a bit of research revealed that i needed expungement.

this is a perk for first-time offenders that basically wipes your criminal record as if it never happened.

in the USA you’re only required to disclose to employers that you’ve been convicted of a crime (not charged), but a simple $40 background check would continue to haunt me even if that question was never asked.

in other words, i needed this arrest from 2010 to go away so i could get a job.

since i was broke, hiring an attorney was out of the question. so i carefully read through myriad government websites, filed my own papers, and got my record expunged a few months later.

doing this on my own is one of my proudest accomplishments. building profitable SaaS apps is “meh.”

restarting my job search

my experience as a 22 year old job seeker is common at best.

i applied to many places, heard back from a fraction (single digit), had a few interviews, and zero callbacks.

the closest i got to a “job” was becoming a financial advisor, aka pimping out your entire friends and family network to sell life insurance on commission.

throughout this job search process i was working, by the way, just not in a career-oriented role. i was doing random PR stunts and brand activations for 30-50 hours per week, mostly weekends, making $10-25 per hour pending the vendor.

a few highlights:

  • giving away Sunchips at an Auburn football game
  • played ping pong with olympians at Coca Cola headquarters
  • stopped people on the street next to Hooters to show off translation features for the new Microsoft smartphone
  • delivering strawberry Dove deodorant samples to sorority houses
  • ripped my dress pants in the crotch while making a joke about Justin Timberlake in front of a bunch of Samsung executives
  • running contests for a Paul Frank tour bus
  • manual labor for the Chick-Fil-A Peach Bowl

these gigs paid just enough for me to bum around at my loft apartment off Carrol street with my eclectic neighbors. you know, the kind who come inside without knocking first and go straight to the mini bar.

a few months into it, i was sick of the hustle.

the thing is, i am a hustler. but this lifestyle was not on my own terms. it was a never-ending race of replying to emails as quickly as possible to get “picked” for the next event marketing gig.

and even this line of work was not immune to my 2010 arrest.

in summer 2012 i was rejected from a high paying Disney gig because they, too, wanted fingerprints and a background check. understandable, but dang.

a criminal record is a plague that turns men into lepers.

choosing myself

the title of this section is a nod to James Altucher, whose book by the same name reminded me a year later that everything i did next was Right.

in late Summer 2012 i decided to stop applying to gigs; to stop hoping someone would “pick” me. i decided i had enough skill, energy, and aptitude to add value to a real company, today.

i raised $1,511 on Kickstarter to self-publish Professionalism in Flip Flops.

in case you’re wondering, the book is a piece of crap.

but i shipped it anyway. and it opened doors. i published PIFL the day after Thanksgiving, 2012 and 30 days later i had a full-time job in New York City at a tech startup.

method or madness

now 29 years old, my 7 year career in technology is evidence enough that i’m “good” at building software.

this discipline isn’t as fun or psychologically rewarding as my true passion, performing, but it does pay really well. and i’m carefully plotting my return.

for 13 years i’ve been writing, recording, and playing shows around the country until my output matches my taste. my next mediocre EP, Juvenile, debuts in a couple weeks.

when my art gets better i’ll pivot back to full-time musician and detonate my tech career, which was always a means to an end.

(i tried this in 2017, moving to LA for 6 weeks to improve my production chops, but i need more time. the results weren’t good)

jail and the butterfly effect

finally, the punch line of this story.

none of this — achievements > disposable income > ability to invest in my art — would be possible if i hadn’t been arrested on a Friday night in August 2010.

i would have moved to Korea for 2+ years to teach English, then… i don’t know.

it’s a fool’s errand to predict the future. but i can state with some certainty what would not have happened: i would not have achieved my potential.

thanks Bill for being a dick roommate. you saved my life.

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Growth Starts with You

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i gave a talk in Milan, Italy to a sold out audience for “Growth Conference Europe.”

it would have been easy to recount a few case studies or tactics in growing my companies. instead I spoke about growing your most valuable asset — you.

all the slides from this talk are available here.

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Perks of Being a Sociopath

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growing up i exhibited the usual “boys will be boys” tendencies:

  • skateboarding
  • troublemaking
  • starting fires and keeping a paperback journal of each one

ok, maybe not all the usual stuff.

in this essay i’m going to highlight a few of my idiosyncrasies. if you resonate with the principles, avoid small animals.

memories are a tool

the last entry in my fire journal documents a trick i call “dragon tears.”

you light the ink tip of an Expo marker and drip fiery rain onto unsuspecting leaves and kindle. or your inner forearm. this discolored, oval-shaped scar has slid its way down my wrist about a millimeter per month ever since.

i don’t regret anything i’ve ever done, and i’ve done a lot of not-good stuff. more on “why” in a bit.

people are tools

men, women, friends, colleagues, Twitter followers. each serves a purpose.

men die in wars so women can gossip with friends about colleagues they don’t like and Twitter followers they wish they had.

this is why i threw my network in the trash last year. here’s what else people do when they hang out:

  • get fat (drinking, pizza, frozen yogurt by the ounce)
  • waste money
  • go to jail

i don’t want to be poor, sloppy, or stupid. i want to achieve. and that requires a sharp mind + absence of poisonous chemicals.

if you’re reading this and think “oh, he’s just shy,” wrong. there’s a 99% chance i am funnier and more charming than you at parties.

friends are a waste of time.

animals are tools

i wouldn’t write this section if veggie types weren’t so insufferable.

God created animals for human exploitation: transport, food, entertainment, whatever. yeah, they probably have feelings, but man did not invent the food chain. we already know what life would be like if monkeys were in charge.

while i don’t understand the “entertainment” angle (pets), i can appreciate how Michael Vick found an outlet in dog fighting. i also don’t believe he should have gone to prison, especially when some child molesters get away with a lighter sentence.

i believe if vegans ruled the world, carnivores like myself would be in Gulags or worse – there would be no meat.

for this reason alone i’m consuming as many tasty animals as possible before cholesterol converts my life insurance policy into cash.

thoughts are a tool

you play chess on a board, i play it with other people.

at night in bed i rehearse conversations i’m anticipating having the next day, considering if/given/when paths each one could “go down” to ensure i have a suitable reaction.

the best phrasing of this characteristic is “being calculated.” i simply take it to extremes. planning behaviors in advance is handy whether on a sales call or riding a bicycle down 5th Avenue.

to blend in socially, e.g. during debates or when everyone is drunk, i often insert “uhh” or “hmm yeah” pauses before saying the thing i already had in mind.

one of my biggest turn-offs is detecting absent-mindedness in others. a lack of intentionality behind one’s actions disgusts me.

i am a tool

Nassim Taleb says something that resonates:

when i went viral for documenting how i beat an online scammer, several readers actually commented they “wish the other guy won.”

besides this sentiment being logically impossible — me not* winning a chargeback claim would result in me not* writing about my aggressive tactics to win — the episode illustrated that i will always do whatever it takes [to win].

normal people do not want to compete against someone who will do whatever it takes to beat them. it makes Normals feel inadequate, and one will do anything they can to avoid facing their own inadequacies.

so people are sort of like animals in this way. they may be exploited for transport, food (mental nourishment), entertainment, whatever.

transparency is a tool

the irony of wearing my “heart” on my sleeve is i don’t really have one.

it took little effort to share in my other posts, for example, that i have mental disabilities or gave my wife an ultimatum against business school or write mediocre music.

readers email me, “i was so touched by what you said about Y,” and i kind of chuckle. every story in the world can be told with a different combination of 26 letters, and every human emotion can be elicited + exploited for gain with a combination of a few 100 words.

i have a small fan club that hangs onto my ideas and looks to me for inspiration to achieve. what i’ve realized about this group is they are more likely to share my work when they think it took a lot of guts to make it.

“guts” is just saying what you think, 100% of the time.

faith is a tool

i tried reading Becker’s Denial of Death but didn’t get it.

it’s worth mentioning i am a Christian, thus i believe when i die i’ll go to Heaven. whether you’re a believer or not, i’m confident you can appreciate that if there is a Heaven, it is a much better place than Earth.

so i’m not afraid of dying, i’m afraid of dying slowly.

occasionally i think i “pity” non-believers. see, Christians believe those who do not accept Jesus Christ into their hearts, repent for their sin, and commit to living a life dedicated to His glory will go to hell.

on the other hand, sometimes i encounter people who seem to deserve it (Hell). this sentiment, thankfully, is advised against in the bible.

verses to consider:

  1. “But I say to you, Love your enemies and pray for those who persecute you, so that you may be sons of your Father who is in heaven.”
  2. “Vengeance is mine.”
  3. “For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.”

i’m mostly apathetic toward other religions, except when they compel followers to blow up children or decapitate journalists.

if you’re not sure how to process these ideas, maybe i can help.

handicaps are tools

i’ve written about my Tourette Syndrome, OCD, and Insomnia. consider this piece the crown jewel.

when someone tells me a “sad” or “unfortunate” story i do something like:

  1. wait 2 seconds
  2. study their eyes / cheeks
  3. mirror the gesture

if you do this enough at a bar you’ll be called a “good listener” and “easy to talk to.” do this enough in your early 20’s and you’ll be able to travel full-time and retire.

perhaps the reason i don’t feel sorry for anyone’s problems is because i turned mine into superpowers.

suffering is a tool

i am deeply annoyed by injustice.

but if a friend, say, gets hit by a truck, i’m the guy at his funeral wondering when i can leave.

that’s not to say i’m unwilling to make sacrifices for others. for example, in high school a Russian kid in my orchestra class, Stas, died tragically. he was a year my senior, valedictorian, and a genius. i played violin at his funeral.

to this day i would happily trade places with Stas so he could live.

solitude is a tool

suppose you work 9-5 and a couple times per week hang out with friends.

you repeat this routine for dozens of years until you stop breathing. if you have kids the 9-5 will remain but hangouts will be replaced by family drama.

in this period i reckon your best moments will be when you’re home alone, watching a film or listening to music or reading about Kanye West’s 2024 campaign platform.

meditate on this with me: we enjoy ourselves the most when we’re alone.

after 10 years of living in major cities (Atlanta – New York – San Francisco) i came to the conclusion that the more time you spend with other people, the less comfortable you are being by yourself.

in my free time i enjoy staring at ceilings, learning mental frameworks, memorizing offensive jokes, and listening to scary stories.

feelings are a tool

my brain cracks when someone says “i feel…” followed by something logical.

i feel like we should have a 14 day free trial instead of 7 days

i think, i do not feel. but since we’re living in a post-fact world run by emotions, occasionally i start sentences with the term to get what i want.

know your audience.

controversy is a tool

when i decided to elope instead of a proper wedding + bachelor party + best man situation, friends were pissed.

to make matters worse i didn’t tell most people about the elopement until it was over, so they couldn’t congratulate me properly either. incidentally their reaction was the best wedding gift they could have given me.

they say it’s moments like this where you learn who your real friends are. instead i learned who is fragile and butt-hurt about Things that Don’t Matter.

Ryan has always marched to the beat of his own drum, and he always will.

personality is a tool

there’s a joke about how the popular Myers-Briggs personality test is just “horoscopes for smart people.” i disagree.

when my test yielded the ENTJ descriptor, things “clicked.”

  • compulsion to be punctual,
  • abrasiveness towards incompetence,
  • treating random phone calls, even at 3am, as “likely new business opportunities” that must be answered at all costs.

recently i was late to see John Wick III with my wife (she lost a bet) so i made us run 2 miles, up a hill, to make it on time. we did and Keanu’s headshots were excellent.

many of the best CEOs, dictators, presidents, and even fictional characters are ENTJ, although we make up just 2% of the population. you’re welcome.

compound my habits, handicaps, personal faith, and tendencies developed since childhood… is it just a horoscope? you decide.

summaries are a tool

here i leave you, without answers or a solution. just remember: it didn’t take a lot of guts to write this.

The post Perks of Being a Sociopath appeared first on Ryan Kulp.

Design is a marketing channel

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so you want to raise prices.

to “get away” with it, you may need to add more value to your product or service. easier said than done, right? wrong.

i’m going to let you in on a secret: design.

perception is reality

the prettier and friendlier your product, the more likely it will be perceived as relevant, innovative, and credible.

at all my projects, the best (excepting customer service) compliments have never been, “thanks for giving me a button that does a thing,” but “wow, ____ is so pretty [and easy to use].

why aren’t marketers using this tactic to grow their company? because they don’t understand design, just like they don’t know how to code.

introducing Orange

that company i alluded to, that gets all the design compliments? it’s Fomo.

tomorrow we’re open sourcing Fomo’s interface, literally turning design into a marketing channel.

Fomo Orange UI

i’ll continue writing this later. for now, just look around.

The post Design is a marketing channel appeared first on Ryan Kulp.

How I Made $20,739 from a Niche Course Launch

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every month i write down a list of goals in my notebook. this month i had something really ambitious in mind: “outline a new course.”

fast forward 2 weeks, i built a landing page in 30 minutes and sold $10k+ in the first 24 hours. no course yet.

a week later my course was done and we sold another $10k before launching today.

in this post i’m sharing exactly how it all happened.

some backstory

i’ve spent the last few years buying and growing small apps. and people ask me: “Ryan, how can i buy and grow small apps?

while i try to be helpful, a lot of these questions are the same. or the opposite: they’re too specific. and it takes serious brain power + free time i don’t have to answer them all thoughtfully.

so finally, on July 4 when i was asked the umpteenth time for free help, i “snapped” with an aha moment — maybe people would pay for this!

i told the person “look, i can’t keep offering free advice on the subject, but if i built a course about it, would you pay for it?

with this nice affirmation i moved on to step two: more validation.

i did what i do best: Tweet.

validating the idea

while most Americans were eating BBQ (Independence Day) i turned this email exchange into a business proposition for strangers on the internet:

i only have ~3,000 followers, which may sound like a lot but is peanuts considering i’ve consumed myself with Twitter for ~10 years.

usually my witticisms get 0-2 retweets and 3-9 likes. real basic b*tch metrics. but this time was… different.

Hiten Shah and others immediately shared it with their followers, and for that i’m forever grateful. this led to 191 likes and 37 replies. nothing crazy, but a good bump by my standards.

in addition to “yes definitely” sentiments, a few folks replied with specific content they’d like to see in order to consider buying.

this was the extent of my market research phase for the course.

i responded back to the guy who emailed me earlier that afternoon and linked him to the Tweet so he knew i was “on the case.”

let’s make some money

a couple weeks after the July 4 Tweet i got bored while out drinking wine so i ditched my wife and walked to the office around midnight to build a landing page.

i signed up for Podia (referral link), a white label course platform with a simple page builder and great design. combining my original tweet’s bullet points with some of the content requests i managed to jot down titles for 30 lectures.

unsure if this would make any $$$, i didn’t even change the default theme colors. i then recorded a pre launch sales video in one take, with no script, ~drunk.

since the theme colors were purple, and i wear this purple shirt almost every day, it appears intentional and genius.

the next day, hungover, i tweeted again.

within an ~hour, all 25 promo codes sold out.

making $1,875 in < 60 minutes

remember all those people who replied to my July 4 Tweet saying they’d “definitely buy?

yeah, i decided to hold them accountable. i made a spreadsheet of all 23 Twitter handles who replied positively and manually sent each of them a direct message immediately after posting the pre launch sales page.

a few accounts disabled the direct message feature, oh well. and i sent them all a variation of these 3 texts:

  1. yo {{ first_name }}!
  2. < embed link to their tweet expressing purchase intent >
  3. thanks for your interest in the Micro PE course. just opened up pre-launch @ 50% off, will be live Aug 1. < LINK >

surprisingly, many of these people immediately purchased. one guy even purchased prior* to seeing my DM; he was already following along closely.

making $8,000+ in 22 hours

to be honest, i was content with $2k in sales.

it wouldn’t justify my time to record the lectures, but i rationalized it would become a passive income project that pays itself back over time.

that said, why not capitalize on all the resources you have available? so i emailed the list of marketers subscribed to this blog.

now before you pull out your “privilege!” screech, note that my list is only ~700 people. i’ve written nearly 200 essays on this blog since 2012 to earn those 700 subscribers one by one.

anyway, a few hours later the 25 promo codes from my email newsletter also sold out, and folks from Twitter kept buying it at full price.

over the next 24 hours we sold $10,000+ in enrollments and it dawned on me: i have to really make this course!

making the course

producing a course requires a bit of soul searching. i know because i’ve done it twice — Sales Hacking, GrowthX Academy.

you spend weeks or months agonizing over “things you know,” debating if they’re useful enough to share and then further debating how to disseminate the information in an organized way.

as i began creating slide decks, scripts, doodles, and more bullet points of “needs,” it became evident 30 lectures was not going to be enough to give students a zero to one in buying small companies.

so i staffed my wife — the one i abandoned at the bar — and asked her to produce what became some of the greatest content in the course on financial leverage, managing your pipeline, and legal templates.

we ended up shipping 49 lectures.

she was pretty pissed that i promised an August 1 launch date, and it was now July 18 with zero content completed. i further had 7 days booked in a recording studio for my new [music] album, and we were collectively wrapping up multiple software deals at Fork Equity.

i told her: this week is going to suck but it will be awesome. then we didn’t stop working until 4-6am for the next 7 days.

launching the course (again)

i’m a believer that if you owe a debt, it’s literally stupid to pay it back a moment before it’s due.

suppose you have a credit card with $1k expenses. the payment is due on the 15th of the month, and it’s currently the 1st. you could pay it off now, but if you wait until the 15th you’d have 14 days to reinvest that $1,000. maybe you’ll even double your money, effectively wiping out the debt simply by not paying it off early.

similarly, when we finished our course at 6am on Monday morning, July 29, i sort of felt stupid because the launch date wasn’t until 72 hours later, August 1.

so we brainstormed how to extract value from the fact we finished producing content early. the result was this welcome email with a few gamification techniques:

first, i offered enrolled students early access in exchange for sharing the course on social media.

second, i offered a 100% refund to someone that completes the course within a week and scores highly on the quizzes.

third, i whet their appetite with the promise of upcoming bonus content. it was a hedge in case they thought v1 wasn’t worth the full $150. note: this content is being created as i type, NOT a bluff.

finally i inserted an Easter egg, which was inviting them to our affiliate program and then encouraging them to use their affiliate link to get early access (see technique #1).

more than 35 students took advantage of this offer, driving thousands more clicks to the website over the next 72 hours.

sales vs marketing

while most students purchased the course in a “low touch” fashion — visited the URL, clicked buy, no conversation with me — some people needed more information to make the right decision.

to help this group of people self-identify i added a generic email capture widget to the bottom of the home page:

this let prospective students know that, hey, i’m understanding if you don’t want to buy the course, but maybe we can keep in touch.

around 40 people opted in, and i manually emailed each of them a message like this:

with people who used their work email i’d visit their website first, maybe find a broken link on the home page, really anything i could do to add a personal touch to my outreach. it worked.

by simply being human with my “prospects,” more sales ensued. at least 5 of the 40 people who opted into the newsletter, bought the course within a couple back/forth exchanges.

is this scaleable? no. do i care? hahahhaha. no.

baking marketing into the product

in case we haven’t met, i’m a huge fan of social proof. i’ve even been called an expert, as i run a social proof platform.

so in every one of my ventures, i try to figure out how to get customers to refer more customers. and i pretty much put all my effort into this strategy. no fancy copywriting, no advertising, and no manipulation tactics.

the pre-launch email i sent to ~150 paying students on Monday, July 29 was all we needed to keep sales flowing for 3 more days, leading up to tonight.

as a bonus, since students were encouraged to complete the course quickly (for a chance at a 100% refund), we earned several 10/10 reviews by alumni within the first 12 hours of pre-launch.

immediately i published them on our website:

as you can imagine this further improved signup conversions, especially with “lurkers” who needed more proof before committing.

between July 17 and July 31 we sold $20,739 in enrollments before the course even launched, thanks to students, not me.

one more thing

the impetus of this entire course was that email i received on July 4.

but just because the course is now live, doesn’t mean the email inquiries will go away. if anything i’m expecting even more questions about Micro PE.

to handle this demand we created a paid, private, alumni-only community called Rainmakers.

this has two components: a private messaging board to share new lectures and a Slack team where entrepreneurs can network with one another in channels like #buying, #selling, #marketing, and so on.

starting today, whenever someone asks me about Micro PE i can point them to the course ($150 /once) and then the community ($49 /year).

i repeat: capitalize on what you’ve got.

and by the way, that person who emailed me July 4 saying “yes, that’s definitely something i would pay for,never bought the course.

i’m not mad, he made me $20k richer. and he still doesn’t know anything about how to buy, grow and sell small companies.

the future of Micro Acquisitions

thanks to all the encouragement, early reviews, and of course sales, i’m amped to continue investing in the course to make it best in class.

here are a few things currently in the works, which i believe can be abstracted and applied to ~any course marketing strategy.

partnerships

it’s too early to announce, but i’m in conversations with leading brokers and Micro PE firms (tech, ecommerce, content) to co-produce exclusive interviews.

serial entrepreneurs and multi-exit founders are also chipping in with guest lectures, presentations, and fat discounts to give students access to the world’s best tools to grow their companies.

affiliates

i made deals with a handful of talented blogger/entrepreneurs who are going to take the course and write detailed, long-form reviews on their own websites.

i will not have any influence over their posts, so if the course sucks everyone in the world will know about it when you search for “micro acquisition course reviews.”

affiliates (advanced)

throughout the course we recommend tools, brokers, and back office services to run your own Micro PE fund. we only recommend what we’ve personally used, by the way.

so after sending a ton of emails and filling out a lot of application forms, many of these links are now referral / incentivized which should increase our student ARPU (average revenue) significantly.

let’s say the average student applies for one of our recommended business credit cards, incorporates a new entity, or hires someone to design their new logo… any single one of these referral links embedded in our show notes pays $5-100 per sale, and we have dozens of them.

cross selling

since we like Podia so much, my wife and i decided to migrate a couple of our other courses like 60 Minute LBO Model and Sales Hacking (cold email automation) so they’re now under the Micro Acquisitions moniker.

where relevant we link to these resources within the Micro Acquisitions flagship course, which in addition to increasing our bottom line also increases our value to students. win win.

as an aside, when i migrated my 200 sales hacking students i had to send them password reset instructions to generate new credentials inside Podia.

think i added a “PS, i have a new course…” to that email? you betcha. and did it convert to more sales? oh yeah.

custom apps

i’m perhaps most excited about this upcoming angle to the Micro Acquisitions platform.

since my wife and i both code, we’re building a few utilities to help our students scale their dealflow and run portfolios smoothly.

things like:

  • legal contract generators (we already provided templates, but pasting values into Google Docs is painful)
  • RSS and API feeds for deals on broker websites, queryable by category / revenue / etc
  • tentative: a lightweight, dealflow-specific CRM for managing your opportunity pipeline, portfolio valuations, and so on

we’ve already integrated Zapier webhooks to send student records to our Rails app database, and all the other stuff is just a few hour hackathons away.

summary

my key learning from this, and my key suggestion to readers is: don’t launch.

if you read this post, looking for special tactics and advanced 37-drip pre launch email sequences, i’ve obviously disappointed you.

there was no launch, no master plan. to recap:

  1. i got a bunch of emails, asking for help with X
  2. i tweeted, asking if people would pay for help with X
  3. people said “yes i would pay
  4. i said “ok go here and pay
  5. people paid
  6. i [actually] made the course

you can de-risk any course launch with the above strategy.

you can also do all of this without automation, without knowing how to code, without building a website, and without hiring a designer.

just use Podia, your brain, and your bare hands.

to sell me your small company, email invest@forkequity.com.

The post How I Made $20,739 from a Niche Course Launch appeared first on Ryan Kulp.

Anatomy of Referral Marketing

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my last essay broke down how i pre-sold $20,000+ in course sales with just a landing page, small mailing list, and 1 tweet.

in short, my course sold out because people shared it. but why did they share?

in this post i’ll explore the anatomy of a referral — recognizable patterns underlying products and services that get shared, vs those that don’t.

i’ve identified three “tests” you can run on your next project to gauge its share-ability and thus, the likelihood of a +/- 1.0 viral coefficient.

the quality paradox

six years ago i wrote “The Problem with Great Products,” a brief observation that when solutions provide a competitive edge, customers simultaneously love it and are less likely to refer other customers.

many B2B solutions share this challenge, especially as new products tend to serve hyper specific use cases. instead of sharing the email marketing tool i use because it “works well,” perhaps i discover a highly effective email marketing tool for subscription ecommerce post checkout up-sells. will i share that in a Facebook Group with my competitors?

examining this paradox through the lens of my course on how to buy small companies, a few things stand out:

  • there are millions and millions of small companies
  • knowing how to buy a company does not necessarily make you a competitor in the field of actually buying companies
  • growing a company is hard, so even if you buy one it doesn’t mean you’ll be successful

in other words, my course does not fall prey to the quality paradox. a student who enrolls has ~nothing to lose by letting others know about it.

a simple heuristic by which to determine your project’s susceptibility to the quality paradox is to ponder the Network Effect: will my solution be more or less valuable, as more nodes are connected to it?

the polymath dilemma

a few months ago i enrolled in an online art school. specifically, a series of weekly lessons that teaches one how to draw.

while i’m not any good (yet), i’m enjoying the lessons and even bought a USB drawing tablet to make doodles for slide decks and blog posts like this one.

since drawing is not a skill i “need” to have in order to do my job as a marketer and manager, i don’t mind sharing far and wide that i’m enrolled in beginner drawing courses, or that i’m not very good at it.

on the other hand, if my copywriting was poor and i enrolled in a copywriting course to write better sales pitches, i may get value from it but i won’t tell my marketer friends.


the more standard deviations away a given skill is from the skills you need to be effective at work and life, the more likely you are to share that you’re learning it.

since most of my students are not finance or venture professionals, it’s not embarrassing to admit a “skill gap” in portfolio management. it is instead a humble brag to express interest in closing it.

the status flex

sadly, most people have money problems.

i won’t politicize this or comment on how to fix it. but it’s useful in understanding why my Micro PE course was shared freely, and other products aren’t.

sticking with the money example, suppose you’re in credit card debt. you’re serious about fixing it but seek guidance to do so effectively.

you might research and purchase a “debt relief framework,” trusted by thousands of former students and taught by a famous personal finance guru.

think — are you going to share on social media that you just enrolled in a “how to get out of debt” program? probably not.

now let’s switch gears to a course titled “How to buy, grow, and sell small companies.” what does enrolling in this course imply?

first, that you are not like most people, in that you do not have money problems. second, that you are in an even better position than most people: you have extra capital to invest!

we’re more likely to share our commitments and involvement in ideas that frame us as heroes than those that imply we have problems.

it’s the difference between telling a coworker you can’t go out Friday because you’re volunteering on Saturday morning vs can’t go out because you have an Alcoholics Anonymous meeting.

scoring your shareability

as you think about viable marketing channels for your next project, assign each of these tests a 1-5 score:

  • quality paradox (does a customer benefit from having peers?)
  • polymath dilemma (is the skill gap sufficiently abstract?)
  • status flex (does it increase prestige?)

the closer you are to 15, the more likely word of mouth will be a predictable source of new business.

there’s nothing wrong with products that customers keep “secret,” maybe you can charge them more. there’s nothing wrong with selling debt relief courses, maybe you can keep a % of the savings. and there’s definitely nothing wrong with painkillers that requires a customer to admit they need help.

but the days of “build a referral link tool, and they will come” are over. we know better now.

The post Anatomy of Referral Marketing appeared first on Ryan Kulp.

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