Jason Cohen
@asmartbear.com
Keyword, buzzword, half-truth, adjective, hey look at me! (founder of two unicorns: http://WPEngine.com, http://SmartBear.com).
Writing for 18 years at: https://longform.asmartbear.com
Writing for 18 years at: https://longform.asmartbear.com
15 years later, I really have let it go.
Which still isn’t “beating him,” as I wrote back then. I meant it then, too.
This is healthier, though.
We all can grow.
Which still isn’t “beating him,” as I wrote back then. I meant it then, too.
This is healthier, though.
We all can grow.
When you want to quit because it’s just not worth it
Are you crying in the shower because you can’t handle it anymore? Beyond Impostor Syndrome: Complete melt-down? Well, at least you’re in good company.
longform.asmartbear.com
February 13, 2026 at 2:34 PM
15 years later, I really have let it go.
Which still isn’t “beating him,” as I wrote back then. I meant it then, too.
This is healthier, though.
We all can grow.
Which still isn’t “beating him,” as I wrote back then. I meant it then, too.
This is healthier, though.
We all can grow.
What is the most important thing to do next?
The answers lie with the customers -- what they want, why they will buy, or stay.
Not inside Visual Studio, not in ChatGPT, not on social media.
The customer, and you facing the truth.
The answers lie with the customers -- what they want, why they will buy, or stay.
Not inside Visual Studio, not in ChatGPT, not on social media.
The customer, and you facing the truth.
February 13, 2026 at 4:54 AM
What is the most important thing to do next?
The answers lie with the customers -- what they want, why they will buy, or stay.
Not inside Visual Studio, not in ChatGPT, not on social media.
The customer, and you facing the truth.
The answers lie with the customers -- what they want, why they will buy, or stay.
Not inside Visual Studio, not in ChatGPT, not on social media.
The customer, and you facing the truth.
Large companies have distribution; startups have innovation, and maybe even a product people love.
When each party's weakness maps onto the other's strength, that feels like the kernel of a deal.
But typically it isn’t. Here’s how to make it work:
When each party's weakness maps onto the other's strength, that feels like the kernel of a deal.
But typically it isn’t. Here’s how to make it work:
Why startup biz dev deals almost never get done
Startups fail at biz dev because their proposals don’t make sense to bigger companies. Here’s how to adjust your approach.
longform.asmartbear.com
February 13, 2026 at 1:33 AM
Large companies have distribution; startups have innovation, and maybe even a product people love.
When each party's weakness maps onto the other's strength, that feels like the kernel of a deal.
But typically it isn’t. Here’s how to make it work:
When each party's weakness maps onto the other's strength, that feels like the kernel of a deal.
But typically it isn’t. Here’s how to make it work:
When something suddenly explodes onto the scene -- like AI -- just before that point it’s not obvious that it’s coming.
So you can’t tell whether it’s never coming, or coming tomorrow.
AI is like that, in every sphere of life.
So you can’t tell whether it’s never coming, or coming tomorrow.
AI is like that, in every sphere of life.
February 12, 2026 at 4:15 PM
When something suddenly explodes onto the scene -- like AI -- just before that point it’s not obvious that it’s coming.
So you can’t tell whether it’s never coming, or coming tomorrow.
AI is like that, in every sphere of life.
So you can’t tell whether it’s never coming, or coming tomorrow.
AI is like that, in every sphere of life.
Are all features too expensive?
Even one sprint is 5% of your year. Then bug fixes, documentation, training support, interactions with other features, maintaining as the product evolves, …
Clearly “not all features” but how does this math work?
Even one sprint is 5% of your year. Then bug fixes, documentation, training support, interactions with other features, maintaining as the product evolves, …
Clearly “not all features” but how does this math work?
February 11, 2026 at 10:43 PM
Are all features too expensive?
Even one sprint is 5% of your year. Then bug fixes, documentation, training support, interactions with other features, maintaining as the product evolves, …
Clearly “not all features” but how does this math work?
Even one sprint is 5% of your year. Then bug fixes, documentation, training support, interactions with other features, maintaining as the product evolves, …
Clearly “not all features” but how does this math work?
Let’s pretend that Excel power-users can now vibe-code usable tools for themselves (not for resale).
So, SaaS tools can still win, but the competition is no longer “Excel,” it is that vibe-coded tool.
(1/3)
So, SaaS tools can still win, but the competition is no longer “Excel,” it is that vibe-coded tool.
(1/3)
February 11, 2026 at 7:30 PM
Let’s pretend that Excel power-users can now vibe-code usable tools for themselves (not for resale).
So, SaaS tools can still win, but the competition is no longer “Excel,” it is that vibe-coded tool.
(1/3)
So, SaaS tools can still win, but the competition is no longer “Excel,” it is that vibe-coded tool.
(1/3)
For startups, it’s not that “the idea doesn’t matter,” of course it does.
The point is that the idea is not 𝘦𝘯𝘰𝘶𝘨𝘩, and that all the rest of it is 𝘮𝘶𝘤𝘩 𝘩𝘢𝘳𝘥𝘦𝘳, so it’s useful to focus on those other things.
Specifically:
The point is that the idea is not 𝘦𝘯𝘰𝘶𝘨𝘩, and that all the rest of it is 𝘮𝘶𝘤𝘩 𝘩𝘢𝘳𝘥𝘦𝘳, so it’s useful to focus on those other things.
Specifically:
Excuse me, is there a problem?
Many startups fail despite identifying a real problem and building a product that solves that problem. This explains why, so you can avoid their fate.
longform.asmartbear.com
February 11, 2026 at 3:46 PM
For startups, it’s not that “the idea doesn’t matter,” of course it does.
The point is that the idea is not 𝘦𝘯𝘰𝘶𝘨𝘩, and that all the rest of it is 𝘮𝘶𝘤𝘩 𝘩𝘢𝘳𝘥𝘦𝘳, so it’s useful to focus on those other things.
Specifically:
The point is that the idea is not 𝘦𝘯𝘰𝘶𝘨𝘩, and that all the rest of it is 𝘮𝘶𝘤𝘩 𝘩𝘢𝘳𝘥𝘦𝘳, so it’s useful to focus on those other things.
Specifically:
Social media for marketing or lead-gen is different from social media for your peer group.
Don't ignore old-school forums like Facebook Groups, even for modern software.
Don't ignore old-school forums like Facebook Groups, even for modern software.
When you have nothing: How to find potential customers to interview
How to find potential customers to interview before you have a product, a website, or even a name.
longform.asmartbear.com
February 11, 2026 at 12:41 AM
Social media for marketing or lead-gen is different from social media for your peer group.
Don't ignore old-school forums like Facebook Groups, even for modern software.
Don't ignore old-school forums like Facebook Groups, even for modern software.
The two things you know about Ford’s business strategy are both wrong:
𝟭. “𝗜𝗳 𝗜 𝗵𝗮𝗱 𝗮𝘀𝗸𝗲𝗱 𝘄𝗵𝗮𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘄𝗮𝗻𝘁𝗲𝗱, 𝘁𝗵𝗲𝘆 𝘄𝗼𝘂𝗹𝗱 𝗵𝗮𝘃𝗲 𝘀𝗮𝗶𝗱 𝗮 𝗳𝗮𝘀𝘁𝗲𝗿 𝗵𝗼𝗿𝘀𝗲.”
First of all, he never said that.
(1/14)
𝟭. “𝗜𝗳 𝗜 𝗵𝗮𝗱 𝗮𝘀𝗸𝗲𝗱 𝘄𝗵𝗮𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘄𝗮𝗻𝘁𝗲𝗱, 𝘁𝗵𝗲𝘆 𝘄𝗼𝘂𝗹𝗱 𝗵𝗮𝘃𝗲 𝘀𝗮𝗶𝗱 𝗮 𝗳𝗮𝘀𝘁𝗲𝗿 𝗵𝗼𝗿𝘀𝗲.”
First of all, he never said that.
(1/14)
February 10, 2026 at 8:00 PM
The two things you know about Ford’s business strategy are both wrong:
𝟭. “𝗜𝗳 𝗜 𝗵𝗮𝗱 𝗮𝘀𝗸𝗲𝗱 𝘄𝗵𝗮𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘄𝗮𝗻𝘁𝗲𝗱, 𝘁𝗵𝗲𝘆 𝘄𝗼𝘂𝗹𝗱 𝗵𝗮𝘃𝗲 𝘀𝗮𝗶𝗱 𝗮 𝗳𝗮𝘀𝘁𝗲𝗿 𝗵𝗼𝗿𝘀𝗲.”
First of all, he never said that.
(1/14)
𝟭. “𝗜𝗳 𝗜 𝗵𝗮𝗱 𝗮𝘀𝗸𝗲𝗱 𝘄𝗵𝗮𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘄𝗮𝗻𝘁𝗲𝗱, 𝘁𝗵𝗲𝘆 𝘄𝗼𝘂𝗹𝗱 𝗵𝗮𝘃𝗲 𝘀𝗮𝗶𝗱 𝗮 𝗳𝗮𝘀𝘁𝗲𝗿 𝗵𝗼𝗿𝘀𝗲.”
First of all, he never said that.
(1/14)
We look at others, skipping to the last page of their book, forgetting that they had to live the entire book to get there.
We’re stuck in Chapter Four, wondering when we’ll get to the good part.
We’re stuck in Chapter Four, wondering when we’ll get to the good part.
Invention is Drudgery
Having skipped to the last page of other people’s books, we forget the rest of the journey. And that we have to take that journey too.
longform.asmartbear.com
February 10, 2026 at 3:49 PM
We look at others, skipping to the last page of their book, forgetting that they had to live the entire book to get there.
We’re stuck in Chapter Four, wondering when we’ll get to the good part.
We’re stuck in Chapter Four, wondering when we’ll get to the good part.
There used to be this great phrase:
The job of a software developer isn't to tell the computer what to do; it's to tell other people what you're telling the computer to do.
I wonder how this should morph in the age of AI?
The job of a software developer isn't to tell the computer what to do; it's to tell other people what you're telling the computer to do.
I wonder how this should morph in the age of AI?
February 9, 2026 at 11:34 PM
There used to be this great phrase:
The job of a software developer isn't to tell the computer what to do; it's to tell other people what you're telling the computer to do.
I wonder how this should morph in the age of AI?
The job of a software developer isn't to tell the computer what to do; it's to tell other people what you're telling the computer to do.
I wonder how this should morph in the age of AI?
Startups don't require obsession - that's just an unhealthy rumor.
It's actually a job like any other.
Make sure to take all your vacation days!
/s
It's actually a job like any other.
Make sure to take all your vacation days!
/s
“Stealth mode” and other f’ing brilliant strategies
Oh you secretive devil! The last thing you need is anyone finding out about your startup. Like competitors. Or customers.
longform.asmartbear.com
February 9, 2026 at 11:34 PM
Startups don't require obsession - that's just an unhealthy rumor.
It's actually a job like any other.
Make sure to take all your vacation days!
/s
It's actually a job like any other.
Make sure to take all your vacation days!
/s
A house being sold at 90% of the value you think is appropriate, is a great deal.
A house at 50%… you suspect a major flaw… probably it’s not worth dealing with it.
First time founders often price like the second, without realizing the effect it has.
(1/2)
A house at 50%… you suspect a major flaw… probably it’s not worth dealing with it.
First time founders often price like the second, without realizing the effect it has.
(1/2)
February 9, 2026 at 3:20 PM
A house being sold at 90% of the value you think is appropriate, is a great deal.
A house at 50%… you suspect a major flaw… probably it’s not worth dealing with it.
First time founders often price like the second, without realizing the effect it has.
(1/2)
A house at 50%… you suspect a major flaw… probably it’s not worth dealing with it.
First time founders often price like the second, without realizing the effect it has.
(1/2)
Best time to plant the seed was 10 years ago.
Second-best time was 9.9 years ago.
…
Today is really far down the list, but still on the list.
Most people never plant it anything, so just don't be that person.
Second-best time was 9.9 years ago.
…
Today is really far down the list, but still on the list.
Most people never plant it anything, so just don't be that person.
February 9, 2026 at 4:45 AM
Best time to plant the seed was 10 years ago.
Second-best time was 9.9 years ago.
…
Today is really far down the list, but still on the list.
Most people never plant it anything, so just don't be that person.
Second-best time was 9.9 years ago.
…
Today is really far down the list, but still on the list.
Most people never plant it anything, so just don't be that person.
When someone copies your product/design/pricing/website/feature, it’s OK to be mad.
Also remember: It means they have no ideas, no insight, and they don’t know how to get it.
Which means you’ll always be ahead, just by doing what you’re already doing.
So do that.
Also remember: It means they have no ideas, no insight, and they don’t know how to get it.
Which means you’ll always be ahead, just by doing what you’re already doing.
So do that.
February 8, 2026 at 10:35 PM
When someone copies your product/design/pricing/website/feature, it’s OK to be mad.
Also remember: It means they have no ideas, no insight, and they don’t know how to get it.
Which means you’ll always be ahead, just by doing what you’re already doing.
So do that.
Also remember: It means they have no ideas, no insight, and they don’t know how to get it.
Which means you’ll always be ahead, just by doing what you’re already doing.
So do that.
Cloud computing should be a completely commoditized service where prices are always falling to costs.
But it’s not for AWS (though it is for Google), because of moats.
Here’s exactly how they think about that:
But it’s not for AWS (though it is for Google), because of moats.
Here’s exactly how they think about that:
Moats: Durable competitive advantage
Industries commoditize over time, delivering similar products at similar prices resulting in low profit. Moats are the antidote; your strategy must create some.
longform.asmartbear.com
February 8, 2026 at 3:33 PM
Cloud computing should be a completely commoditized service where prices are always falling to costs.
But it’s not for AWS (though it is for Google), because of moats.
Here’s exactly how they think about that:
But it’s not for AWS (though it is for Google), because of moats.
Here’s exactly how they think about that:
Your worst customers demand discounts and other special prices. They either aren’t seeing the value, or they’re not building a respectful two-way relationship.
(1/5)
(1/5)
February 7, 2026 at 11:15 PM
Your worst customers demand discounts and other special prices. They either aren’t seeing the value, or they’re not building a respectful two-way relationship.
(1/5)
(1/5)
When you read “41% CAGR” on investment docs, does that imply exponential growth?
Hubspot had that, but it’s not exponential, and neither was Facebook nor Slack.
Hypergrowth is, in fact, quadratic:
Hubspot had that, but it’s not exponential, and neither was Facebook nor Slack.
Hypergrowth is, in fact, quadratic:
The Elephant in the room: The myth of exponential hypergrowth
Even Facebook and Slack did not grow “exponentially,” as frequently described. Here is the correct model that you can use to understand and affect growth.
longform.asmartbear.com
February 7, 2026 at 9:00 PM
When you read “41% CAGR” on investment docs, does that imply exponential growth?
Hubspot had that, but it’s not exponential, and neither was Facebook nor Slack.
Hypergrowth is, in fact, quadratic:
Hubspot had that, but it’s not exponential, and neither was Facebook nor Slack.
Hypergrowth is, in fact, quadratic:
You don’t know the “perfect” design until you watch customers try to use it.
February 7, 2026 at 3:37 PM
You don’t know the “perfect” design until you watch customers try to use it.
When you’re whole-heartedly, genuinely, completely, obsessively, excitedly consumed by something:
It’s infectious.
People want to be around you, even if they don’t share your obsession.
People root for you, because we love seeing that thrive.
Fly that freak flag.
It’s infectious.
People want to be around you, even if they don’t share your obsession.
People root for you, because we love seeing that thrive.
Fly that freak flag.
February 6, 2026 at 11:35 PM
When you’re whole-heartedly, genuinely, completely, obsessively, excitedly consumed by something:
It’s infectious.
People want to be around you, even if they don’t share your obsession.
People root for you, because we love seeing that thrive.
Fly that freak flag.
It’s infectious.
People want to be around you, even if they don’t share your obsession.
People root for you, because we love seeing that thrive.
Fly that freak flag.
If you are listening to requests from the customer, you can satisfy their needs, but you can never surprise them.
You 𝘢𝘭𝘴𝘰 need to satisfy their needs, so still listen.
It’s just, sometimes you need to do what you 𝘬𝘯𝘰𝘸 will be amazing.
You 𝘢𝘭𝘴𝘰 need to satisfy their needs, so still listen.
It’s just, sometimes you need to do what you 𝘬𝘯𝘰𝘸 will be amazing.
February 6, 2026 at 8:04 PM
If you are listening to requests from the customer, you can satisfy their needs, but you can never surprise them.
You 𝘢𝘭𝘴𝘰 need to satisfy their needs, so still listen.
It’s just, sometimes you need to do what you 𝘬𝘯𝘰𝘸 will be amazing.
You 𝘢𝘭𝘴𝘰 need to satisfy their needs, so still listen.
It’s just, sometimes you need to do what you 𝘬𝘯𝘰𝘸 will be amazing.
When you design a life or business strategy around Pivot Points, it's magical. You're 'doing your calling.' You’re more efficient, effective, and having more fun.
What are they, and why are “strengths and weaknesses” the wrong way to think?
What are they, and why are “strengths and weaknesses” the wrong way to think?
Pivot Points
Not “enabling constraints”, not “weaknesses”, not even “strengths”. The concept of a “Pivot Point” grapples with the same reality, but more constructive and useful.
longform.asmartbear.com
February 6, 2026 at 3:22 PM
When you design a life or business strategy around Pivot Points, it's magical. You're 'doing your calling.' You’re more efficient, effective, and having more fun.
What are they, and why are “strengths and weaknesses” the wrong way to think?
What are they, and why are “strengths and weaknesses” the wrong way to think?
If you’re young, you can try lots of startups over time, which increases the chance that you’ll find something that works, if you’re learning and introspective.
Alternately: Embrace rapid testing of ideas and maybe prototyping.
The latter is smarter, regardless.
Alternately: Embrace rapid testing of ideas and maybe prototyping.
The latter is smarter, regardless.
February 6, 2026 at 3:22 PM
If you’re young, you can try lots of startups over time, which increases the chance that you’ll find something that works, if you’re learning and introspective.
Alternately: Embrace rapid testing of ideas and maybe prototyping.
The latter is smarter, regardless.
Alternately: Embrace rapid testing of ideas and maybe prototyping.
The latter is smarter, regardless.
Authenticity doesn't mean abandoning marketing.
You know the difference between lying and putting your best foot forward.
When you do the latter, you can win customers for life. The right way to win.
You know the difference between lying and putting your best foot forward.
When you do the latter, you can win customers for life. The right way to win.
How to get customers who love you even when you screw up
Customers love you when you’re honest, even about your foibles. We forgive honest mistakes from earnest people, not stolid, cold, inhuman corporations.
longform.asmartbear.com
February 5, 2026 at 10:36 PM
Authenticity doesn't mean abandoning marketing.
You know the difference between lying and putting your best foot forward.
When you do the latter, you can win customers for life. The right way to win.
You know the difference between lying and putting your best foot forward.
When you do the latter, you can win customers for life. The right way to win.