3/14/2015: the first Morning Brew is sent to 1,500 students.

3/14/2021: Morning Brew has 7 products, 90 employees, and an audience of 3mm.

I've learned so much during this incredible journey.

Here are the SIX BIGGEST LESSONS in six years of building the business 👇
LESSON ONE: things always take longer than you think.

In our 2017 investor deck, we shared a 5-step business plan for 2018.

Four years later, we still haven't completed that plan.
LESSON TWO: there is nothing more crushing to a business than a bad hire.

A bad hire is bad for progress.
A bad hire is bad for culture.
And a bad hire is bad for a founder's psyche.

You can't take hiring too seriously.
LESSON THREE: expectation-setting is everything.

It makes or breaks an employee's experience at a company.

And entrepreneurs don't realize how often they set expectations.

They're easy to set, there's no immediate impact, but long-term ramifications can be huge.
LESSON FOUR: very few decisions are right or wrong.

Most of your experience as a founder sits in the murky middle.

For each decision, there are often great reasons for why you SHOULD or SHOULDN'T do something.

What matters more are the trade-offs of the decisions you make.
LESSON FIVE: quickly learn what you're great at and outsource the rest.

I am great a storytelling. I am great at thinking originally. I am not great at anything else.

Figuring out ways to triple-down on my superpowers and hire into everything else has been crucial.
LESSON SIX: curiosity is the Founder's guiding light.

It allows you to adapt.
It allows you to avoid complacency.
It leads you to professional serendipity.

The most impressive entrepreneurs are the most curious.
If you've enjoyed the highlights of my six biggest lessons, check out my most recent Founder's Journal for a deeper dive into each one!

Listen on Spotify: spoti.fi/3eZDxkP

Listen on Apple: apple.co/3lzBZPV
And if you want more threads on business building, lessons in entrepreneurship, and great business stories, throw me a Follow!

bit.ly/3jaqg96

I'm so excited for what the next 6 years have in store.

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More from @businessbarista

9 Mar
Sales is hard.

It's an absolute grind filled with thousands of NOs.

Here are my biggest early learnings selling @MorningBrew.

Rule 1: Lead with curiosity
Rule 2: Sell audiences
Rule 3: FOMO drives decisions
Rule 4: Appeal to bosses

Time for a Masters in Sales 👇
It's 2018. @austin_rief and I had gone full-time on the Brew, we felt good about the product, and the audience was around 100 subscribers.

Making money felt like the obvious next step if we wanted to build a business.

But we had ZERO idea how to do it.
We never worked in media.
We had never sold ads.
We had no idea how much to charge.

So rather than starting with selling the Brew, we started learning all we could about how to sell the Brew.

I forced myself to get an informal Masters in Advertising in three weeks.
Read 13 tweets
12 Feb
Today's Founder’s Journal is about how Morning Brew raised money.

It was highly unorthodox to say the least.

We raised $750,000 from 28 individuals.

Time to share the original investor deck with a hint of commentary.

Read on 👇
𝗧𝗶𝘁𝗹𝗲 𝗦𝗹𝗶𝗱𝗲:

1) We were very clearly not designers

2) That very quickly became our old logo
𝗔𝗴𝗲𝗻𝗱𝗮:

This could be the world's longest agenda.

In hindsight, 75% of this was fluff.

All our investors really cared about was our business plan & how we planned to use their money.
Read 10 tweets
2 Feb
Everyone wants to start a podcast.

But podcasts aren’t for everyone & they are extremely tough to grow.

Here is the playbook for successfully growing a pod.

6 growth strategies
6 real-world examples

Lets get into it 👇
STRATEGY 1: BUILD TOP OF FUNNEL

Podcasts have horrible discoverability & shareability.

Social/video platforms have exceptional discoverability & shareability.

Spend a lot of your content creation efforts building top of funnel to then drive down to your pod.
EXAMPLE 1: @APompliano

Pomp is a content machine.

He's spent years cultivating loyal social followings through content related/unrelated to his pod.

Twitter: 474.4k followers
YouTube: 146k
Linkedin: 28.8k

This helps him overcome the distribution challenges of podcasts.
Read 14 tweets
21 Jan
Audience Building 101

Every company in the world is an audience company.

Whether it's a Media, VC, or DTC business, if you're not building audience Day 1, you're not prioritizing the right things.

Here's my framework for thinking about & building a killer audience 👇
I call it the Audience Funnel.

The concept is simple, but it allows you to...

1) Think strategically about building your own audience

2) Analyze the relative strength of other companies' audiences

3) Understand the similarities & differences of different audience channels
The Audience Funnel is divided into three tiers, which include:

1) Rented Audience

2) Owned Audience

3) Monetized Audience
Read 14 tweets
2 Jan
Introducing "The Balloon Effect"

Many businesses & creators have experienced a similar pattern of success.

From @MrBeastYT and @MorningBrew to @oatly and @Rovio.

Let's break down what "The Balloon Effect" is and examples of it in real life.

Keep reading 👇
1/ What is "The Balloon Effect"?

It is a particular pattern of growth.

It is not Instagram's growth trajectory.

It is not Jet.com's growth trajectory.

"The Balloon Effect" is defined by several years of hard work & grit complemented by slow, linear growth.
2/ And then one day, one month, or one quarter...everything changes.

A business hits a tipping point and its trajectory shifts entirely.

Gradual growth turns to exponential growth & your brand and your size explode.

Like a step function.
Read 19 tweets
2 Jan
When first-time founders think of success, they think of an Instagram-esque outcome.

18 months of work 👉 $1 billion acquisition

This is the exception not the rule & is often a dangerous proxy for first-time founders.

I want to highlight... 👇
...now-successful businesses (or creators) that grinded for a long, long time before hitting their stride.

What good example(s) can you think of?
One that immediately comes to mind: @oatly
Read 4 tweets

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