GREG ISENBERG Profile picture
Jan 17, 2024 18 tweets 5 min read Read on X
I came across Facebook's beautiful employee handbook by Ben Barry for the first time today.

And I think every employee and founder needs to see it.

Even Zuckerberg-haters will probably be impressed.

A sneak peek into 15 pages of the Facebook Employee Handbook: Image
Simple, impactful.

Truthful? I don't know. I never worked there. Image
Attention to details. Every page a different bright color. Image
Make people feel like they are part of something bigger than themselves.

Facebook isn't stupid.

People could work anywhere, so inspiring them multiplies productivity. Image
Facebook is selling scale in a beautiful way.

"Come work here and you'll make impact".

Idk if that's reality, but certainly is inspirational Image
Play long term games with long term people. Image
Most handbooks don't have stories.

Never thought about it that way. Of course employee handbooks should be full of stories.

Got me thinking about making an employee documentary for my businesses like @latecheckoutplz @boringmarketer @DispatchDesign etc Image
These 5 words say 50,000 words. Image
"Hackers" makes people feel like they are a part of the community Image
Embedding the way to work in an easy to read way Image
If you're a day 1 employee at Facebook, you're thinking to yourself:

I kinda want to be in that room. Image
👍 Image
Phrases sell, paragraphs are skimmed Image
Every company needs an "enemy" Image
Reminds me of a beautiful binder.

Kudos to Tim Belonax who was the lead designer on this project. Image
Now after reading some of these pages... I get why Ben Barry, the creator of the book why he spent so much time & effort building it.

I don't know if Meta would be Meta without this book.

This was rocketfuel for employees. Image
It gets you thinking....

For employees:

What would the handbook of the company you work for look like? Would you still want to work there?

For founders/execs:

What would your handbook look like?
Idk if Meta is hiring but I'm hiring for many roles! We build businesses that are powered by internet audiences, creators...

If you're a talented product designer, writer, product manager, business builder, newsletter operator etc please apply below

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More from @gregisenberg

Mar 26
Beautiful design is now a commodity.

I've spent the last 24 hours with ChatGPT 4o images, and it's clear we've entered a new reality: "Execution is cheap, ideas are everything."

For decades, we were told the opposite. Everyone had ideas. Few could execute them well. The ability to turn a concept into reality separated the winners from the dreamers.

But in an AI world, it's completely flipped.

When anyone can execute at 90% perfection with the right prompts, the limiting factor becomes the quality of your ideas. The creative direction. The strategic insight. The unique perspective.

The most successful companies I'm seeing are shifting resources from production to ideation. Less time pushing pixels, more time exploring concepts.

They're running 20-30 creative directions where they used to do 2-3, because the cost of trying ideas has collapsed.

In a world where anyone can create a beautiful website, logo, or packaging, the winners are focusing on the things AI can't (yet) simulate:

I think it's authentic relationships, innovative products, and unique perspectives.

The real advantage is in knowing when to break the rules of good design in ways that resonate emotionally.

The human touch is becoming less about execution and more about strategic deviation from the optimized norm.

This is creating strange new dynamics in hiring too. When I started our design agency @meetLCA, we hired for world class technical skills - mastery of tools, execution ability.

But now we care more about hiring for conceptual ability and creative direction. People who consistently generate novel ideas rather than perfect executions. Obviously, top tech skills still matter, but way less.

As AI makes "good enough" design accessible to everyone, the market is splitting. At the low end, good enough is actually good enough.

But at the high end, there's a premium on the truly unexpected - the ideas an AI wouldn't generate because they break conventional patterns.

I think we're heading toward a bifurcated creative world: automated beauty for most purposes, with human creativity focused on creating the unexpected, the ideas and approaches an AI wouldn't think to try because they don't follow established patterns of "good design."
The challenge for most of us now isn't "how do we execute this idea?" but "which ideas are actually worth executing?"

Execution is cheap, ideas are everything.

Tremendous alpha in it.

You're an idea person now. We all are?
Read 5 tweets
Mar 14
AI is making every product look the same. Same features. Same UI. Same smart assistant.

So if everyone has the same AI tools, what actually makes a product a $100M winning product?

Insights from a 50 page ebook "how to design products in the AI age" we wrote at @meetLCA:
How AI is raising the baseline for product excellence Image
first wave: social era
second wave: mobile era
third wave: ai era

"Design isn’t about making products work better. It’s about making them matter more." Image
Image
Read 9 tweets
Nov 26, 2024
$375k/mo business idea for you

software that helps mexican/canadian manufacturers avoid tariffs legally. how product can work:

1. optimize shipping routes
2. automate customs
3. ensure compliance
4. find friendly paths

not a logistics entrepreneur but hear me out might be something here

19k manufacturers export $875B to US but focus on top 500 ($10M+ exports)

simple pricing: $5k/mo + 0.1% of tariff saved avg

customer saves $2.5M/yr = $7.5k/mo revenue per client

math for year 1: 50 customers x $7.5k = $375k MRR

market is massive:

2023 numbers:

7,000+ canadian manufacturers export to US ($400B) 12,000+ mexican manufacturers export to US ($475B) 19,000 potential customers

go build this tomorrow
how to build this $375k MRR business:

month 1-2:

- partner with 2-3 customs brokers (they have relationships)
- build basic route optimization engine
- create compliance doc automation
- launch simple dashboard MVP

month 3-4:

- target top 100 mexican manufacturers
- cold email CEOs + ops leaders
- focus message: "save $2.5M/year on tariffs"
- host webinar with customs broker
- aim for 5 pilot customers at 50% discount

month 5-6:

- use pilot testimonials
- speak at 2-3 manufacturing events
- run linkedin ads to ops leaders
- build case studies
- aim for 15 customers

month 7-12:

- hire 2 sales reps ($150k OTE)
- expand to canada
- add shipping integrations
- automate more compliance
- target: 50 customers

key start super manual
prove value
then automate
sell on fear + savings
here's my framework for finding business opportunities from the news

1. spot regulatory changes/policy threats

- immediate pain point created
- companies forced to adapt
- willing to pay anything
- clear deadline

2. ask these questions:

- who's panicking right now
- what do they desperately need
- how much would they pay
- can you build it fast

3. check if it fits:

- clear customer (mexican manufacturers)
- clear pain (25% tariff = bankruptcy)
- clear solution (routing software)
- clear pricing ($7.5k/mo)
- clear urgency (jan 1 deadline)

4. validate quick:

- call 5 potential customers
- partner with industry players
- paid ads to get sense of CAC and get feedback
- confirm pricing makes sense
- ensure technical feasibility
- create content/audience/community

5. bonus points if:

- regulatory/compliance need
- affects big money companies
- simple to build MVP
- customers desperate

real examples:

- GDPR tools ($1B+ market)
- PPP loan software (massive)
- now: tariff tools

perfect founder opportunities have:
urgency + regulation + desperate customers
Read 4 tweets
Oct 29, 2024
yesterday, i stumbled onto the most underrated market research tool.

tiktok creator insights.

it's a goldmine of consumer behavior data, hiding in plain sight. and it's free to use.

here's why it's powerful:

1. shows you what people are desperately searching for
2. highlights topics with high demand but low supply
3. reveals trending questions in every industry
4. tracks search growth over 14-day periods

the "content gap" tab shows you problems people are actively trying to solve, but can't find good solutions for.

so that's cool for a couple reasons

1. help you create content that has low supply/high demand (better chances of going viral)
2. you can build startups to some of these trends

Example:

i searched "email management" and found:

• "how to clear 10k emails"
• "best way to organize work inbox"
• "email templates for busy people"

thousands searching.
hardly any solutions.

the beauty of this

• it's real-time market research
• it's actual user intent
• it's completely free
• and most founders aren't using it

a bunch of smart founders are mining tiktok insights right now

it isn't perfect, but you never know what you might find

your next startup idea might be hiding in those search trends.

So, ill share how to access it because it’s kinda hidden:

1. Go to TT search
2.Type in “creator search insight”
3. Tap view

im one of those people that think using data like this is your unfair advantage.

if tiktok is the new search engine, then tiktok creator insights is the new google trends.

might as well use it.
this is how i use it

i scroll through suggested/trending tap

i see if anything catches my eye

i look to see search data

sometimes ill look for demographic data

i write notes on what i learn

and i see what are related videos

that sparks ideas for me

free ideas galore.
why do i share this stuff even when i probably shouldn't

because i want you to win

i want you to come up with an ad idea that gets you a 5x roas

i want you to turn those shower thoughts into revenue streams

makes me happy
Read 9 tweets
Oct 16, 2024
Startup ideas thread:

#1 AI-driven email signature A/B tester

1. Create plugin for Gmail, Outlook
2. Use GPT to generate variant signatures, track performance
3. Charge $29/month for "Signature Optimizer Pro"
4. Scale to full email copywriting assistant
#2 Micro-SaaS for Airbnb hosts

1. Create AI tool to optimize listing titles and descriptions
2. Add feature to auto-respond to common guest inquiries
3. Charge $99/month for "SuperHost Autopilot"
4. Expand to pricing optimization, review management
#3 Micro-influencer content arbitrage

1. Build tool to identify trending TikToks in foreign languages
2. Use AI to translate and localize for English-speaking market
3. Charge creators $199/month for "Global Trend Surfing"
4. Expand to cross-platform content arbitrage
Read 14 tweets
Sep 15, 2024
my notes on mr beast's LEAKED 36 page leaked "how to succeed in mr. beast production" document

unfiltered analysis/reactions/full document below:Image
page 2

i find it fascinating that this "rulebook" for a billion dollar empire is written so casually.

he even calls out there will be grammar issues.

you feel like he is writing to you. Pretty powerful way to begin.

more companies should do this. founder mode?

here we go. Image
3

one book for everyone is brilliant. But Id love to see what his book for creatives, production, editing etc is

insanely clear goal for everyone. "Make the best videos possible". All companies need this.

he makes a document so simple a child could read it. Image
Read 38 tweets

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