Have you ever had someone apply to a job who seemed too good to be true?

For the last 18 months we've had dozens of fake applications to our roles. All with stellar resumes, all created by the same person (we think).

The level effort is insane.

⬇️
It started when @BarrettABrooks and I were recruiting another board member. We got a DM on twitter that seemed interesting, but.. odd.

No Twitter profile. The website just looks like this.
We figure, "what the hell" and take the call from the car when Barrett is in Boise visiting the next day.

Emily tells a compelling story touching on points we care about (high revenue growth, small team, etc), but it lacks substance. How is she doing $50M ARR without a site?
She promises to follow up with details over email. Barrett and I exchange a weird look and say we look forward to that.

Here's what she follows up with:
I'd never had a fake applicant before. And especially not for a board seat. What's the long game? Con us into giving her advisor equity?

I'm always fascinated by the mechanics of sophisticated fraud and scams, but this one doesn't make sense.

We laughed it off and move on.
Then 2 weeks later I get another DM, Riley Pennington is interested in joining our advisory board.

She works for Gigasavvy, which is a legit agency in LA with a great portfolio...
But there's nothing to connect Riley Pennington to this company. I ask her about it and she sends a bunch of short blogspot posts that vaguely tie her to working there.

Her Twitter profile is brand new, but hey, at least she has great taste in who to follow.
Oh yeah, and I do a reverse image search on her photo and... turns out she stole it from a PM at Shopify named Sara.
Just four days later Brooke Mason reaches out. I don't reply right away and Brooke is a little snappy saying "I would like a reply rather than being ignored."

Now Brooke is a real person who runs a creative agency, but this Twitter account is just stealing a lot of her graphics.
I decide, screw it. Let's see where this goes.

Turns out she doesn't want to send over her financial information. I don't understand why!

That thread goes cold.
But wait, Emily Thorpe reaches out again! It's been a month since we last talked to her and in that time she launched the new website for Branth AND they got acquired by Atlassian. It's been a big month!

🍾 Champagne all around! 🎉
There are a couple more fake people who reach out to join our board, but we ignore them all.

But here's the crazy thing: for the next 18 months we've received fake applications in the same style for every single job listing we've posted.

At least 50 fake personas created.
They always come with a resume, cover letter (of varying levels of quality), matching email address. About half of them have a linkedin profile created.

The work history is always relevant featuring companies like InVision, Github, Intercom, & more.

Here's an example:
Finally we just had to get on a video call with this person. Elizabeth on our team got her on a call and said:

"It was...sad. I think she might have had some sort of mental illness."

From what Elizabeth describes it matched the Emily Barrett and I talked to.
We thought after she was called out on the call the fake applications would stop, but after about a month we got our next one—and another—and another.

It's been 18 months since our first encounter and we got a new fake application this morning.

So much work. So little return.
Some days I think it has to be @delk, @Matth3wMarshall, or @JamesClear trolling us (I'm pretty sure they have nothing better to do).

Is there some scam here that I'm missing? Have you encountered the same thing at your company? Will this haunt us for the rest of our lives?
Someone sent us this post as well, which is equally ridiculous and somewhat related:

Interviews as product marketing
shkspr.mobi/blog/2021/07/n…

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More from @nathanbarry

21 Sep
Struggling to connect on your remote team?

We've built a 67 person remote team that loves to work together while driving $29 million in annual revenue.

Here are 8 ideas we use for building a great culture in a distributed team:

💻🌐
1. Create a private team stories podcast.

Everyone has the same get to know you conversations starting from zero. Instead interview them about their life story for a private internal podcast.

The whole team can listen and get a head start on building relationships.
2. Build a culture of written, asynchronous communication

This will save so many meetings, avoid people feeling left out if they weren't in the meeting, and protect focused work.

Your team will also be forced to clearly articulate and refine their ideas.
Read 14 tweets
26 Aug
I'm fascinated by companies that have used leverage to achieve incredible scale in a very efficient way.

From dating apps to online games here are 8 companies that hit a massive success with surprisingly small teams:

🧵
1. The two founders of Streamyard bootstrapped to $12M in ARR without any employees. They reached $30M ARR with 19 employees before selling to Hopin for $250 million.
2. The popular game Among Us reached 500 million active users with only 4 employees.
Read 11 tweets
24 Aug
With over $84 million in lifetime sales, @ConvertKit is my biggest product success—but it's far from my first product.

It's easy to share wins, but building in public means sharing the full journey. So here are the 10 products I created before hitting it big with ConvertKit:

⬇️
1. Shoestring — A budget web hosting company using WordPress multi-user to easily setup websites for people on a shoestring budget. I didn't get any customers, but I learned a lot about WordPress.

Revenue: $0
Shop208 — A local social network for the Boise area with business profiles, the ability to follow a business, write reviews, read updates, etc. Built on WordPress & BuddyPress. It got about 200 users, but no meaningful revenue. Marketplaces are hard!

Revenue: $0
Read 14 tweets
15 Mar
For anyone thinking of investing in @Gumroad today you should know one thing:

The team that originally built Gumroad doesn't have equity.

They all lost it when Sahil tanked the company. You can't claim to be creator focused and not actually take care of creators.
I keep getting DMs to ask if I recommend investing in this round. Even though I was a huge fan of Gumroad for years (I sold $500k+ on the platform), I can't recommend it.

Creators got screwed when support disappeared & product dev stopped. Don't trust a founder who would do that
Gumroad's history:

1. Raise $10m. Build software, hire a team, get traction.
2. Mismanage it, team quits / laid off.
3. Tell investors it failed, get $8m written off. Ensure team gets 0 equity.
4. Restart company, focus on growth.
5. Wait 4 years, raise more $$.

Rinse & repeat.
Read 6 tweets
29 Dec 20
Everyone wants to calculate a free to paid newsletter conversion rate by [total paid subscribers] / [total free subscribers]. While the math is correct, you have to account for conversions over time.

A free audience doesn't convert to paid all in one go.
You're really tracking the current free vs paid *ratio* for your list.

A conversion rate should be based on a cohort or a campaign. For example: "My automated upgrade pitch email sequence has a 7% conversion rate."

Or: "The Cyber Monday campaign had a 5% conversion rate."
@benedictevans *currently* has a 1.5% free to paid conversion ratio, but the paid newsletter has only been around for 5 months. Over time his conversion ratio will increase as he promotes the paid offering more.

$250k+ ARR is great!

Read 7 tweets
9 Sep 20
Can you start a billion dollar blog?

In 2010 Emily Weiss, a fashion assistant at Vogue, started her own fashion blog. She bought a camera, domain, & 2 months later the site was live. Into the Gloss showcased the real-world beauty routines of fashion influencers & celebrities.
10 years later, what do you think the site is worth? Millions? 10s of millions?

While that would be an insane success for a blog, it’s not even close to the correct answer of $1.2 billion. She turned it into the beauty brand Glossier.

Billion dollar blogs aren't rare. A thread:
I'm on that journey with @ConvertKit. I started with earning a living from a blog on marketing & design. Then I used that audience to launch a SaaS company now earning $24M/yr.

It will take years, but we're on a path to create $1B in company value.

There are 4 key principles:
Read 12 tweets

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