Ohad
@ohadmichaeli.com
✡ Dad 🐣 Diver 🤿
Solopreneur, AI nerd, Shopify SaaS consultant.
I want to help you build your plan B by leveraging AI.
Solopreneur, AI nerd, Shopify SaaS consultant.
I want to help you build your plan B by leveraging AI.
Most positioning advice is just copywriting tricks.
"Use power words!" "Create urgency!" "Add social proof!"
That's tactics.
Real positioning understands WHY merchants choose one app over another.
Psychology > wordsmithing.
"Use power words!" "Create urgency!" "Add social proof!"
That's tactics.
Real positioning understands WHY merchants choose one app over another.
Psychology > wordsmithing.
November 14, 2025 at 5:01 PM
Most positioning advice is just copywriting tricks.
"Use power words!" "Create urgency!" "Add social proof!"
That's tactics.
Real positioning understands WHY merchants choose one app over another.
Psychology > wordsmithing.
"Use power words!" "Create urgency!" "Add social proof!"
That's tactics.
Real positioning understands WHY merchants choose one app over another.
Psychology > wordsmithing.
I don't take calls after 5 PM.
Not because I don't care.
Because strategic thinking requires space.
Best positioning breakthroughs happen when I'm NOT analyzing app listings.
Burnout doesn't create clarity.
Not because I don't care.
Because strategic thinking requires space.
Best positioning breakthroughs happen when I'm NOT analyzing app listings.
Burnout doesn't create clarity.
November 14, 2025 at 2:01 AM
I don't take calls after 5 PM.
Not because I don't care.
Because strategic thinking requires space.
Best positioning breakthroughs happen when I'm NOT analyzing app listings.
Burnout doesn't create clarity.
Not because I don't care.
Because strategic thinking requires space.
Best positioning breakthroughs happen when I'm NOT analyzing app listings.
Burnout doesn't create clarity.
Positioning isn't what you say about your app.
It's what merchants conclude about themselves when they see it.
"This was built for someone like me" = install
"This might work for me" = scroll past
It's what merchants conclude about themselves when they see it.
"This was built for someone like me" = install
"This might work for me" = scroll past
November 13, 2025 at 11:03 PM
Positioning isn't what you say about your app.
It's what merchants conclude about themselves when they see it.
"This was built for someone like me" = install
"This might work for me" = scroll past
It's what merchants conclude about themselves when they see it.
"This was built for someone like me" = install
"This might work for me" = scroll past
Thursday evening.
Family dinner. No phone. No Slack notifications.
Tomorrow I'll help founders who worked through the weekend and still can't figure out why their positioning isn't working.
The irony: Best insights come when you stop grinding.
Family dinner. No phone. No Slack notifications.
Tomorrow I'll help founders who worked through the weekend and still can't figure out why their positioning isn't working.
The irony: Best insights come when you stop grinding.
November 13, 2025 at 5:04 PM
Thursday evening.
Family dinner. No phone. No Slack notifications.
Tomorrow I'll help founders who worked through the weekend and still can't figure out why their positioning isn't working.
The irony: Best insights come when you stop grinding.
Family dinner. No phone. No Slack notifications.
Tomorrow I'll help founders who worked through the weekend and still can't figure out why their positioning isn't working.
The irony: Best insights come when you stop grinding.
Merchants don't install apps to gain features.
They install apps to avoid pain.
"Stop losing customers after checkout" > "Post-purchase upsell tool"
Same app. Different framing. Different psychology.
Frame around what they're running from, not what they might gain.
They install apps to avoid pain.
"Stop losing customers after checkout" > "Post-purchase upsell tool"
Same app. Different framing. Different psychology.
Frame around what they're running from, not what they might gain.
November 13, 2025 at 3:01 AM
Merchants don't install apps to gain features.
They install apps to avoid pain.
"Stop losing customers after checkout" > "Post-purchase upsell tool"
Same app. Different framing. Different psychology.
Frame around what they're running from, not what they might gain.
They install apps to avoid pain.
"Stop losing customers after checkout" > "Post-purchase upsell tool"
Same app. Different framing. Different psychology.
Frame around what they're running from, not what they might gain.
Merchants don't browse the App Store.
They search with urgency.
"I need to fix [specific problem] right now."
If your listing doesn't answer "Does this solve MY problem?" in the first 3 lines, they're gone.
You get seconds, not minutes.
They search with urgency.
"I need to fix [specific problem] right now."
If your listing doesn't answer "Does this solve MY problem?" in the first 3 lines, they're gone.
You get seconds, not minutes.
November 12, 2025 at 10:03 PM
Merchants don't browse the App Store.
They search with urgency.
"I need to fix [specific problem] right now."
If your listing doesn't answer "Does this solve MY problem?" in the first 3 lines, they're gone.
You get seconds, not minutes.
They search with urgency.
"I need to fix [specific problem] right now."
If your listing doesn't answer "Does this solve MY problem?" in the first 3 lines, they're gone.
You get seconds, not minutes.
The apps that win in the Shopify App Store aren't always the best products.
They're the ones merchants can understand in 10 seconds.
Complexity kills installs faster than bugs.
They're the ones merchants can understand in 10 seconds.
Complexity kills installs faster than bugs.
November 12, 2025 at 8:56 PM
The apps that win in the Shopify App Store aren't always the best products.
They're the ones merchants can understand in 10 seconds.
Complexity kills installs faster than bugs.
They're the ones merchants can understand in 10 seconds.
Complexity kills installs faster than bugs.
After 47 app audits this year, one pattern is crystal clear:
Founders who nail their positioning early grow faster than founders who optimize features.
Not because positioning is magic.
Because clear positioning means merchants actually understand what you built.
Founders who nail their positioning early grow faster than founders who optimize features.
Not because positioning is magic.
Because clear positioning means merchants actually understand what you built.
November 12, 2025 at 4:28 PM
After 47 app audits this year, one pattern is crystal clear:
Founders who nail their positioning early grow faster than founders who optimize features.
Not because positioning is magic.
Because clear positioning means merchants actually understand what you built.
Founders who nail their positioning early grow faster than founders who optimize features.
Not because positioning is magic.
Because clear positioning means merchants actually understand what you built.
Your app name is the most important line in your entire App Store listing.
Not your tagline. Not your description. Your name.
Here's why most founders get it wrong 🧵
Not your tagline. Not your description. Your name.
Here's why most founders get it wrong 🧵
November 12, 2025 at 2:04 AM
Your app name is the most important line in your entire App Store listing.
Not your tagline. Not your description. Your name.
Here's why most founders get it wrong 🧵
Not your tagline. Not your description. Your name.
Here's why most founders get it wrong 🧵
Sunday nights I don't plan features to build.
I plan conversations to have.
The best positioning insights don't come from staring at competitor listings.
They come from understanding why merchants make the decisions they do.
I plan conversations to have.
The best positioning insights don't come from staring at competitor listings.
They come from understanding why merchants make the decisions they do.
November 11, 2025 at 5:02 PM
Sunday nights I don't plan features to build.
I plan conversations to have.
The best positioning insights don't come from staring at competitor listings.
They come from understanding why merchants make the decisions they do.
I plan conversations to have.
The best positioning insights don't come from staring at competitor listings.
They come from understanding why merchants make the decisions they do.
GM to founders who spent the weekend adding features instead of fixing their app listing.
Your install problem isn't a product problem.
Your install problem isn't a product problem.
November 11, 2025 at 3:01 AM
GM to founders who spent the weekend adding features instead of fixing their app listing.
Your install problem isn't a product problem.
Your install problem isn't a product problem.
Hot take:
The Shopify App Store doesn't need more features.
It needs clearer explanations of what apps actually do.
Merchants aren't confused because apps lack functionality.
They're confused because founders can't explain their value in plain language.
The Shopify App Store doesn't need more features.
It needs clearer explanations of what apps actually do.
Merchants aren't confused because apps lack functionality.
They're confused because founders can't explain their value in plain language.
November 10, 2025 at 11:02 PM
Hot take:
The Shopify App Store doesn't need more features.
It needs clearer explanations of what apps actually do.
Merchants aren't confused because apps lack functionality.
They're confused because founders can't explain their value in plain language.
The Shopify App Store doesn't need more features.
It needs clearer explanations of what apps actually do.
Merchants aren't confused because apps lack functionality.
They're confused because founders can't explain their value in plain language.
Question for Shopify app founders:
What's the biggest gap between what you THINK merchants care about and what they ACTUALLY care about?
Drop your answer below.
I'll share the pattern I see most often in audits.
What's the biggest gap between what you THINK merchants care about and what they ACTUALLY care about?
Drop your answer below.
I'll share the pattern I see most often in audits.
November 9, 2025 at 1:58 AM
Question for Shopify app founders:
What's the biggest gap between what you THINK merchants care about and what they ACTUALLY care about?
Drop your answer below.
I'll share the pattern I see most often in audits.
What's the biggest gap between what you THINK merchants care about and what they ACTUALLY care about?
Drop your answer below.
I'll share the pattern I see most often in audits.
I don't do conversion rate optimization.
I do strategic positioning.
Here's the difference:
CRO asks: "How do we get more people to install?"
Positioning asks: "Why would the RIGHT people choose us over everyone else?"
One chases volume. The other builds authority.
I do strategic positioning.
Here's the difference:
CRO asks: "How do we get more people to install?"
Positioning asks: "Why would the RIGHT people choose us over everyone else?"
One chases volume. The other builds authority.
November 8, 2025 at 12:59 AM
I don't do conversion rate optimization.
I do strategic positioning.
Here's the difference:
CRO asks: "How do we get more people to install?"
Positioning asks: "Why would the RIGHT people choose us over everyone else?"
One chases volume. The other builds authority.
I do strategic positioning.
Here's the difference:
CRO asks: "How do we get more people to install?"
Positioning asks: "Why would the RIGHT people choose us over everyone else?"
One chases volume. The other builds authority.
Stop competing in existing categories.
Create new ones.
"Email marketing" is crowded.
"Post-purchase relationship automation" is empty.
Same functionality. Different positioning. No competition.
This is what I mean by strategic positioning vs tactical optimization.
Create new ones.
"Email marketing" is crowded.
"Post-purchase relationship automation" is empty.
Same functionality. Different positioning. No competition.
This is what I mean by strategic positioning vs tactical optimization.
November 7, 2025 at 2:03 AM
Stop competing in existing categories.
Create new ones.
"Email marketing" is crowded.
"Post-purchase relationship automation" is empty.
Same functionality. Different positioning. No competition.
This is what I mean by strategic positioning vs tactical optimization.
Create new ones.
"Email marketing" is crowded.
"Post-purchase relationship automation" is empty.
Same functionality. Different positioning. No competition.
This is what I mean by strategic positioning vs tactical optimization.
Your app listing should answer one question:
"Will this solve my specific problem today?"
Not "Look at all the things our app can do."
Problem-focused > Feature-focused
(I see founders get this backwards every single week)
"Will this solve my specific problem today?"
Not "Look at all the things our app can do."
Problem-focused > Feature-focused
(I see founders get this backwards every single week)
November 6, 2025 at 11:00 PM
Your app listing should answer one question:
"Will this solve my specific problem today?"
Not "Look at all the things our app can do."
Problem-focused > Feature-focused
(I see founders get this backwards every single week)
"Will this solve my specific problem today?"
Not "Look at all the things our app can do."
Problem-focused > Feature-focused
(I see founders get this backwards every single week)
Here's what most founders miss about App Store psychology:
Merchants don't just choose apps based on features.
They also choose based on identity.
Here's the framework 🧵
Merchants don't just choose apps based on features.
They also choose based on identity.
Here's the framework 🧵
November 6, 2025 at 5:02 PM
Here's what most founders miss about App Store psychology:
Merchants don't just choose apps based on features.
They also choose based on identity.
Here's the framework 🧵
Merchants don't just choose apps based on features.
They also choose based on identity.
Here's the framework 🧵
After analyzing 100+ Shopify app listings:
90% failed at positioning, not product.
They couldn't clearly explain:
• Who it's for
• What problem it solves
• Why it matters
Technical excellence without clear communication is just expensive hobby code.
90% failed at positioning, not product.
They couldn't clearly explain:
• Who it's for
• What problem it solves
• Why it matters
Technical excellence without clear communication is just expensive hobby code.
November 5, 2025 at 9:59 PM
After analyzing 100+ Shopify app listings:
90% failed at positioning, not product.
They couldn't clearly explain:
• Who it's for
• What problem it solves
• Why it matters
Technical excellence without clear communication is just expensive hobby code.
90% failed at positioning, not product.
They couldn't clearly explain:
• Who it's for
• What problem it solves
• Why it matters
Technical excellence without clear communication is just expensive hobby code.
Quick positioning check:
If I removed your app name and logo from your listing, could a merchant tell what problem you solve in 3 seconds?
If not, you don't have a positioning problem.
You have a clarity problem.
And clarity always beats features.
If I removed your app name and logo from your listing, could a merchant tell what problem you solve in 3 seconds?
If not, you don't have a positioning problem.
You have a clarity problem.
And clarity always beats features.
November 5, 2025 at 9:04 PM
Quick positioning check:
If I removed your app name and logo from your listing, could a merchant tell what problem you solve in 3 seconds?
If not, you don't have a positioning problem.
You have a clarity problem.
And clarity always beats features.
If I removed your app name and logo from your listing, could a merchant tell what problem you solve in 3 seconds?
If not, you don't have a positioning problem.
You have a clarity problem.
And clarity always beats features.
GM to founders who realize that adding more features won't fix positioning.
(If you're still building before talking to users, this isn't for you)
(If you're still building before talking to users, this isn't for you)
November 5, 2025 at 4:59 AM
GM to founders who realize that adding more features won't fix positioning.
(If you're still building before talking to users, this isn't for you)
(If you're still building before talking to users, this isn't for you)
Most positioning advisors ask: "How do we get more clicks?"
I ask: "Why aren't merchants clicking in the first place?"
One optimizes what exists.
The other questions what should exist.
Your app listing isn't a conversion problem.
It's a clarity problem.
I ask: "Why aren't merchants clicking in the first place?"
One optimizes what exists.
The other questions what should exist.
Your app listing isn't a conversion problem.
It's a clarity problem.
November 4, 2025 at 5:02 PM
Most positioning advisors ask: "How do we get more clicks?"
I ask: "Why aren't merchants clicking in the first place?"
One optimizes what exists.
The other questions what should exist.
Your app listing isn't a conversion problem.
It's a clarity problem.
I ask: "Why aren't merchants clicking in the first place?"
One optimizes what exists.
The other questions what should exist.
Your app listing isn't a conversion problem.
It's a clarity problem.
Everyone loves change.
Until it asks them to leave something behind.
Until it asks them to leave something behind.
October 31, 2025 at 5:04 PM
Everyone loves change.
Until it asks them to leave something behind.
Until it asks them to leave something behind.
Aside from extended visibility, I'd say the biggest perk of BFS apps is the ability to target merchant plans in Shopify Ads.
No more pouring dollars down the drain for tire-kickers.
No more pouring dollars down the drain for tire-kickers.
October 31, 2025 at 8:23 AM
Aside from extended visibility, I'd say the biggest perk of BFS apps is the ability to target merchant plans in Shopify Ads.
No more pouring dollars down the drain for tire-kickers.
No more pouring dollars down the drain for tire-kickers.
The best insights about user psychology don't come from books or courses.
They come from listening to how people actually describe their problems.
Every frustrated founder I talk to teaches me something new about decision-making and behavior.
Real conversations > theoretical frameworks.
They come from listening to how people actually describe their problems.
Every frustrated founder I talk to teaches me something new about decision-making and behavior.
Real conversations > theoretical frameworks.
September 19, 2025 at 3:57 PM
The best insights about user psychology don't come from books or courses.
They come from listening to how people actually describe their problems.
Every frustrated founder I talk to teaches me something new about decision-making and behavior.
Real conversations > theoretical frameworks.
They come from listening to how people actually describe their problems.
Every frustrated founder I talk to teaches me something new about decision-making and behavior.
Real conversations > theoretical frameworks.
App positioning insight I shared with a client yesterday:
Don't lead with what your app does.
Lead with what happens when someone uses it.
"AI-Powered Inventory Management Platform"
vs
"Never run out of your best-sellers again"
Same app.
Different positioning.
Different download rates.
Don't lead with what your app does.
Lead with what happens when someone uses it.
"AI-Powered Inventory Management Platform"
vs
"Never run out of your best-sellers again"
Same app.
Different positioning.
Different download rates.
September 18, 2025 at 10:04 PM
App positioning insight I shared with a client yesterday:
Don't lead with what your app does.
Lead with what happens when someone uses it.
"AI-Powered Inventory Management Platform"
vs
"Never run out of your best-sellers again"
Same app.
Different positioning.
Different download rates.
Don't lead with what your app does.
Lead with what happens when someone uses it.
"AI-Powered Inventory Management Platform"
vs
"Never run out of your best-sellers again"
Same app.
Different positioning.
Different download rates.