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
I use this Adjacency Matrix to decide how to expand beyond incremental improvements.
e.g. new market segment, new product offering, new positioning, new ICP.
e.g. new market segment, new product offering, new positioning, new ICP.
Adjacency Matrix: How to expand after PMF
A simple workshop that evaluates new business ideas relative to your existing strengths -- the key to expanding without overreaching.
longform.asmartbear.com
November 13, 2025 at 10:22 PM
I use this Adjacency Matrix to decide how to expand beyond incremental improvements.
e.g. new market segment, new product offering, new positioning, new ICP.
e.g. new market segment, new product offering, new positioning, new ICP.
Keep your personal brand separate from your startup brand.
It feels good to mix at first, but detrimental in the long run.
It’s hard to sell a company that’s tied to someone’s identity. And you can’t change positions (like me at WP Engine) or leave.
It feels good to mix at first, but detrimental in the long run.
It’s hard to sell a company that’s tied to someone’s identity. And you can’t change positions (like me at WP Engine) or leave.
November 13, 2025 at 4:31 PM
Keep your personal brand separate from your startup brand.
It feels good to mix at first, but detrimental in the long run.
It’s hard to sell a company that’s tied to someone’s identity. And you can’t change positions (like me at WP Engine) or leave.
It feels good to mix at first, but detrimental in the long run.
It’s hard to sell a company that’s tied to someone’s identity. And you can’t change positions (like me at WP Engine) or leave.
The older you get, the more you realize you're not going to convince anyone of nearly anything, on any subject.
Only if they're intentionally trying to find new options.
Only if they're intentionally trying to find new options.
November 12, 2025 at 10:59 PM
The older you get, the more you realize you're not going to convince anyone of nearly anything, on any subject.
Only if they're intentionally trying to find new options.
Only if they're intentionally trying to find new options.
The Bucket List could be motivating.
For me, it would make me feel incomplete. A to-do list that is never satisfied.
You have more today than most people have. Be grateful and bask in that joy.
And yet, continue to strive.
For me, it would make me feel incomplete. A to-do list that is never satisfied.
You have more today than most people have. Be grateful and bask in that joy.
And yet, continue to strive.
November 12, 2025 at 8:59 PM
The Bucket List could be motivating.
For me, it would make me feel incomplete. A to-do list that is never satisfied.
You have more today than most people have. Be grateful and bask in that joy.
And yet, continue to strive.
For me, it would make me feel incomplete. A to-do list that is never satisfied.
You have more today than most people have. Be grateful and bask in that joy.
And yet, continue to strive.
ICYMI: Fresh new article dropped:
If you are truly a mission-first business -- a higher purpose that you optimize for more than growth or profit or stock value -- yell that fact forever and everywhere, and hire only mission-aligned people.
You will beat every competitor on this. Leverage it.
If you are truly a mission-first business -- a higher purpose that you optimize for more than growth or profit or stock value -- yell that fact forever and everywhere, and hire only mission-aligned people.
You will beat every competitor on this. Leverage it.
Mission, Vision, poTAYto, poTAHto
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
longform.asmartbear.com
November 12, 2025 at 3:21 PM
ICYMI: Fresh new article dropped:
If you are truly a mission-first business -- a higher purpose that you optimize for more than growth or profit or stock value -- yell that fact forever and everywhere, and hire only mission-aligned people.
You will beat every competitor on this. Leverage it.
If you are truly a mission-first business -- a higher purpose that you optimize for more than growth or profit or stock value -- yell that fact forever and everywhere, and hire only mission-aligned people.
You will beat every competitor on this. Leverage it.
ICYMI: Fresh new article dropped:
Mission statements are often superfluous.
If they don’t cause specific decisions, especially in strategy, then they’re vapid.
However, they’re the whole point for 𝘵𝘳𝘶𝘭𝘺 mission-driven companies, and should be front-and-center in marketing and internally.
Mission statements are often superfluous.
If they don’t cause specific decisions, especially in strategy, then they’re vapid.
However, they’re the whole point for 𝘵𝘳𝘶𝘭𝘺 mission-driven companies, and should be front-and-center in marketing and internally.
Mission, Vision, poTAYto, poTAHto
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
longform.asmartbear.com
November 11, 2025 at 11:47 PM
ICYMI: Fresh new article dropped:
Mission statements are often superfluous.
If they don’t cause specific decisions, especially in strategy, then they’re vapid.
However, they’re the whole point for 𝘵𝘳𝘶𝘭𝘺 mission-driven companies, and should be front-and-center in marketing and internally.
Mission statements are often superfluous.
If they don’t cause specific decisions, especially in strategy, then they’re vapid.
However, they’re the whole point for 𝘵𝘳𝘶𝘭𝘺 mission-driven companies, and should be front-and-center in marketing and internally.
Great teachers do more than just transmit information; they inspire you, e.g.
• to learn even more
• that you can learn P you thought you couldn’t
• P is far more interesting than you ever thought.
What is it about great teachers that have this effect?
• to learn even more
• that you can learn P you thought you couldn’t
• P is far more interesting than you ever thought.
What is it about great teachers that have this effect?
November 11, 2025 at 7:53 PM
Great teachers do more than just transmit information; they inspire you, e.g.
• to learn even more
• that you can learn P you thought you couldn’t
• P is far more interesting than you ever thought.
What is it about great teachers that have this effect?
• to learn even more
• that you can learn P you thought you couldn’t
• P is far more interesting than you ever thought.
What is it about great teachers that have this effect?
In the AI revolution, incumbents are embracing new tech instantly, spending big and innovating.
Unlike previous tech revolutions.
Startups don’t get a multi-year head start.
So, you have to follow a different playbook.
Unlike previous tech revolutions.
Startups don’t get a multi-year head start.
So, you have to follow a different playbook.
AI startups require new strategies: This time it’s actually different
The typical dynamics between startups and incumbents do not apply in AI as they did in previous technology revolutions like mobile and the Internet. Ignore this at your peril.
longform.asmartbear.com
November 11, 2025 at 3:15 PM
In the AI revolution, incumbents are embracing new tech instantly, spending big and innovating.
Unlike previous tech revolutions.
Startups don’t get a multi-year head start.
So, you have to follow a different playbook.
Unlike previous tech revolutions.
Startups don’t get a multi-year head start.
So, you have to follow a different playbook.
If you think building in public is about the number of followers, you’re not building in public.
You’re trying to become a content creator while building a startup.
Don’t. Pick which is the main character and don’t measure the other.
You’re trying to become a content creator while building a startup.
Don’t. Pick which is the main character and don’t measure the other.
November 10, 2025 at 11:01 PM
If you think building in public is about the number of followers, you’re not building in public.
You’re trying to become a content creator while building a startup.
Don’t. Pick which is the main character and don’t measure the other.
You’re trying to become a content creator while building a startup.
Don’t. Pick which is the main character and don’t measure the other.
ICYMI: New article:
Don’t sell stuff to people who don’t have money. (e.g. students, indie devs, kids)
At best, sales are difficult; at worst it’s exploitative.
Sell to people who have extra money and a pre-existing desperate need.
𝘜𝘯𝘭𝘦𝘴𝘴: You have a mission more important than money.
Don’t sell stuff to people who don’t have money. (e.g. students, indie devs, kids)
At best, sales are difficult; at worst it’s exploitative.
Sell to people who have extra money and a pre-existing desperate need.
𝘜𝘯𝘭𝘦𝘴𝘴: You have a mission more important than money.
Mission, Vision, poTAYto, poTAHto
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
longform.asmartbear.com
November 10, 2025 at 8:37 PM
ICYMI: New article:
Don’t sell stuff to people who don’t have money. (e.g. students, indie devs, kids)
At best, sales are difficult; at worst it’s exploitative.
Sell to people who have extra money and a pre-existing desperate need.
𝘜𝘯𝘭𝘦𝘴𝘴: You have a mission more important than money.
Don’t sell stuff to people who don’t have money. (e.g. students, indie devs, kids)
At best, sales are difficult; at worst it’s exploitative.
Sell to people who have extra money and a pre-existing desperate need.
𝘜𝘯𝘭𝘦𝘴𝘴: You have a mission more important than money.
Koan #12
“How many flowers are like this one?”
“Millions.”
“And this one?”
“Millions also.”
“And here?”
“Millions again.”
“I place all three in the vase; how many combos like this?”
“Not many.”
“And if I arrange them by my own whims?”
And the student was enlightened.
“How many flowers are like this one?”
“Millions.”
“And this one?”
“Millions also.”
“And here?”
“Millions again.”
“I place all three in the vase; how many combos like this?”
“Not many.”
“And if I arrange them by my own whims?”
And the student was enlightened.
The three kinds of leverage that anchor effective strategies
Leveraging strengths -- not “fixing weaknesses” -- is how to win. Better when differentiated. Best when durable. Here’s how to create leverage.
longform.asmartbear.com
November 10, 2025 at 2:46 PM
Koan #12
“How many flowers are like this one?”
“Millions.”
“And this one?”
“Millions also.”
“And here?”
“Millions again.”
“I place all three in the vase; how many combos like this?”
“Not many.”
“And if I arrange them by my own whims?”
And the student was enlightened.
“How many flowers are like this one?”
“Millions.”
“And this one?”
“Millions also.”
“And here?”
“Millions again.”
“I place all three in the vase; how many combos like this?”
“Not many.”
“And if I arrange them by my own whims?”
And the student was enlightened.
You could build a personal brand, then use it to sell products.
The first takes years and is unlikely, and only then you do the second, which takes more years and is unlikely.
Chaining unlikely things together is not a good recipe.
The first takes years and is unlikely, and only then you do the second, which takes more years and is unlikely.
Chaining unlikely things together is not a good recipe.
November 10, 2025 at 5:02 AM
You could build a personal brand, then use it to sell products.
The first takes years and is unlikely, and only then you do the second, which takes more years and is unlikely.
Chaining unlikely things together is not a good recipe.
The first takes years and is unlikely, and only then you do the second, which takes more years and is unlikely.
Chaining unlikely things together is not a good recipe.
You should lean into what you are.
That's what will give you strength, stamina, and something that others either lack completely, or are worse at, or it will cost them far more to do it.
That's why it's a good strategy.
That's what will give you strength, stamina, and something that others either lack completely, or are worse at, or it will cost them far more to do it.
That's why it's a good strategy.
November 9, 2025 at 11:10 PM
You should lean into what you are.
That's what will give you strength, stamina, and something that others either lack completely, or are worse at, or it will cost them far more to do it.
That's why it's a good strategy.
That's what will give you strength, stamina, and something that others either lack completely, or are worse at, or it will cost them far more to do it.
That's why it's a good strategy.
Just published a new article! 👇🏾
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
Many thanks for spreading the love with ❤️ and 🔁!
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
Many thanks for spreading the love with ❤️ and 🔁!
Mission, Vision, poTAYto, poTAHto
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
longform.asmartbear.com
November 9, 2025 at 3:39 PM
Just published a new article! 👇🏾
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
Many thanks for spreading the love with ❤️ and 🔁!
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
Many thanks for spreading the love with ❤️ and 🔁!
Koan #15
𝘏𝘰𝘸 𝘥𝘰 𝘐 𝘨𝘦𝘵 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘸𝘩𝘰 𝘵𝘰 𝘱𝘢𝘺 𝘮𝘰𝘯𝘵𝘩𝘭𝘺 𝘧𝘰𝘳 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝟣𝟢 𝘺𝘦𝘢𝘳𝘴?
“Why are you eating right now?”
“Because I am hungry.”
“Why bother? You will just be hungry again in a few hours.”
And the student was enlightened.
𝘏𝘰𝘸 𝘥𝘰 𝘐 𝘨𝘦𝘵 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘸𝘩𝘰 𝘵𝘰 𝘱𝘢𝘺 𝘮𝘰𝘯𝘵𝘩𝘭𝘺 𝘧𝘰𝘳 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝟣𝟢 𝘺𝘦𝘢𝘳𝘴?
“Why are you eating right now?”
“Because I am hungry.”
“Why bother? You will just be hungry again in a few hours.”
And the student was enlightened.
November 8, 2025 at 10:09 PM
Koan #15
𝘏𝘰𝘸 𝘥𝘰 𝘐 𝘨𝘦𝘵 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘸𝘩𝘰 𝘵𝘰 𝘱𝘢𝘺 𝘮𝘰𝘯𝘵𝘩𝘭𝘺 𝘧𝘰𝘳 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝟣𝟢 𝘺𝘦𝘢𝘳𝘴?
“Why are you eating right now?”
“Because I am hungry.”
“Why bother? You will just be hungry again in a few hours.”
And the student was enlightened.
𝘏𝘰𝘸 𝘥𝘰 𝘐 𝘨𝘦𝘵 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘸𝘩𝘰 𝘵𝘰 𝘱𝘢𝘺 𝘮𝘰𝘯𝘵𝘩𝘭𝘺 𝘧𝘰𝘳 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝟣𝟢 𝘺𝘦𝘢𝘳𝘴?
“Why are you eating right now?”
“Because I am hungry.”
“Why bother? You will just be hungry again in a few hours.”
And the student was enlightened.
Selling your company 𝘥𝘰𝘦𝘴 make you a sell-out, definitionally.
That doesn’t mean it’s wrong.
Typically, even though it often causes sadness, it’s the right thing to do.
Sadness: Startup identity & the sadness of a successful exit (
That doesn’t mean it’s wrong.
Typically, even though it often causes sadness, it’s the right thing to do.
Sadness: Startup identity & the sadness of a successful exit (
Startup identity & the sadness of a successful exit
Many founders experience a profound and prolonged sadness after selling their company. But “not selling” might be worse. Maybe my story will help you.
longform.asmartbear.com
November 8, 2025 at 8:12 PM
Selling your company 𝘥𝘰𝘦𝘴 make you a sell-out, definitionally.
That doesn’t mean it’s wrong.
Typically, even though it often causes sadness, it’s the right thing to do.
Sadness: Startup identity & the sadness of a successful exit (
That doesn’t mean it’s wrong.
Typically, even though it often causes sadness, it’s the right thing to do.
Sadness: Startup identity & the sadness of a successful exit (
Not only are you not good at everything, you don’t need to be, nor should you try to be.
Some things, only just good enough.
Some things, delegate or delete.
Some things, go all-in and be amazing.
Now… to choose…
Some things, only just good enough.
Some things, delegate or delete.
Some things, go all-in and be amazing.
Now… to choose…
November 8, 2025 at 3:08 PM
Not only are you not good at everything, you don’t need to be, nor should you try to be.
Some things, only just good enough.
Some things, delegate or delete.
Some things, go all-in and be amazing.
Now… to choose…
Some things, only just good enough.
Some things, delegate or delete.
Some things, go all-in and be amazing.
Now… to choose…
Social media amplifies the extremes. Even regular media often does that too.
The extremes are typically wrong, though with fragments of truth.
The extremes are small in number, though loudest in media.
You need an incredible filter to make sense of it.
The extremes are typically wrong, though with fragments of truth.
The extremes are small in number, though loudest in media.
You need an incredible filter to make sense of it.
November 7, 2025 at 10:56 PM
Social media amplifies the extremes. Even regular media often does that too.
The extremes are typically wrong, though with fragments of truth.
The extremes are small in number, though loudest in media.
You need an incredible filter to make sense of it.
The extremes are typically wrong, though with fragments of truth.
The extremes are small in number, though loudest in media.
You need an incredible filter to make sense of it.
Should CAC be computed as “cost to acquire customers that we paid for,” or is CAC “total cost to acquire divided by all new customers?”
The former holds direct-marketing more accountable, but why shouldn’t you count brand and earned word-of-mouth?
The former holds direct-marketing more accountable, but why shouldn’t you count brand and earned word-of-mouth?
November 7, 2025 at 8:07 PM
Should CAC be computed as “cost to acquire customers that we paid for,” or is CAC “total cost to acquire divided by all new customers?”
The former holds direct-marketing more accountable, but why shouldn’t you count brand and earned word-of-mouth?
The former holds direct-marketing more accountable, but why shouldn’t you count brand and earned word-of-mouth?
Sometimes avoiding mistakes is a worthy exercise (proofreading).
Sometimes making mistakes means you’re learning and growing and improving (exploration).
So, decide which mode you’re in, for each activity, and treat “mistakes” accordingly.
Sometimes making mistakes means you’re learning and growing and improving (exploration).
So, decide which mode you’re in, for each activity, and treat “mistakes” accordingly.
Stop saying “fail”
Language shapes our perception of setbacks. Use words other than “failure” to describe situations and to suggest the next step.
longform.asmartbear.com
November 7, 2025 at 3:05 PM
Sometimes avoiding mistakes is a worthy exercise (proofreading).
Sometimes making mistakes means you’re learning and growing and improving (exploration).
So, decide which mode you’re in, for each activity, and treat “mistakes” accordingly.
Sometimes making mistakes means you’re learning and growing and improving (exploration).
So, decide which mode you’re in, for each activity, and treat “mistakes” accordingly.
Koan #74
“I don’t know what will make me happy.”
“Maybe this will make me happy.”
“I sacrificed for years so that I could be happy.”
“Some of that made me happy, but now I’m different.”
“I don’t know what will make me happy.”
And the student was enlightened.
“I don’t know what will make me happy.”
“Maybe this will make me happy.”
“I sacrificed for years so that I could be happy.”
“Some of that made me happy, but now I’m different.”
“I don’t know what will make me happy.”
And the student was enlightened.
November 7, 2025 at 3:51 AM
Koan #74
“I don’t know what will make me happy.”
“Maybe this will make me happy.”
“I sacrificed for years so that I could be happy.”
“Some of that made me happy, but now I’m different.”
“I don’t know what will make me happy.”
And the student was enlightened.
“I don’t know what will make me happy.”
“Maybe this will make me happy.”
“I sacrificed for years so that I could be happy.”
“Some of that made me happy, but now I’m different.”
“I don’t know what will make me happy.”
And the student was enlightened.
It takes effort (or a tool) to journal where you actually spend your time every day.
If you do it, I promise you’ll uncover hours of lost productivity.
Which means you could be much more effective, without working any more hours per day.
If you do it, I promise you’ll uncover hours of lost productivity.
Which means you could be much more effective, without working any more hours per day.
Double your productivity without more work or stress
People love to say that getting “1% better per day” makes you 37x better after a year, but this obviously makes no sense. But 2x better is possible.
longform.asmartbear.com
November 6, 2025 at 9:46 PM
It takes effort (or a tool) to journal where you actually spend your time every day.
If you do it, I promise you’ll uncover hours of lost productivity.
Which means you could be much more effective, without working any more hours per day.
If you do it, I promise you’ll uncover hours of lost productivity.
Which means you could be much more effective, without working any more hours per day.
When introducing a major change to teams, preview with key folks that others look up to, listen to, use as sounding boards.
If they are on-board, or at least unsurprised and armed with the justification, 𝘵𝘩𝘦𝘺 are the reason why everyone will accept it.
If they are on-board, or at least unsurprised and armed with the justification, 𝘵𝘩𝘦𝘺 are the reason why everyone will accept it.
November 6, 2025 at 2:12 PM
When introducing a major change to teams, preview with key folks that others look up to, listen to, use as sounding boards.
If they are on-board, or at least unsurprised and armed with the justification, 𝘵𝘩𝘦𝘺 are the reason why everyone will accept it.
If they are on-board, or at least unsurprised and armed with the justification, 𝘵𝘩𝘦𝘺 are the reason why everyone will accept it.
Investable startup:
1. Founder is unstoppable force of nature
2. Founder seeks disconfirming evidence, and changes
3. Serves niche inside a large and growing market
4. Customers genuinely love the product (high retention)
5. Employees genuinely love the company (high retention)
1. Founder is unstoppable force of nature
2. Founder seeks disconfirming evidence, and changes
3. Serves niche inside a large and growing market
4. Customers genuinely love the product (high retention)
5. Employees genuinely love the company (high retention)
November 5, 2025 at 10:37 PM
Investable startup:
1. Founder is unstoppable force of nature
2. Founder seeks disconfirming evidence, and changes
3. Serves niche inside a large and growing market
4. Customers genuinely love the product (high retention)
5. Employees genuinely love the company (high retention)
1. Founder is unstoppable force of nature
2. Founder seeks disconfirming evidence, and changes
3. Serves niche inside a large and growing market
4. Customers genuinely love the product (high retention)
5. Employees genuinely love the company (high retention)
If you make a mistake, that’s what learning looks like.
If you make it again, it might still be fine, especially if circumstances were different, or you’re appropriately ashamed.
If you make it 6 times, maybe you’re in the wrong position.
If you make it again, it might still be fine, especially if circumstances were different, or you’re appropriately ashamed.
If you make it 6 times, maybe you’re in the wrong position.
November 5, 2025 at 8:40 PM
If you make a mistake, that’s what learning looks like.
If you make it again, it might still be fine, especially if circumstances were different, or you’re appropriately ashamed.
If you make it 6 times, maybe you’re in the wrong position.
If you make it again, it might still be fine, especially if circumstances were different, or you’re appropriately ashamed.
If you make it 6 times, maybe you’re in the wrong position.