2 builders who never spoke to each other

Write up the failure while it is still happening

Announce your own bugs before customers find them and publish the full account of an outage as it unfolds, because that story travels further than any pitch and converts readers into trial users. Some people will complain publicly either way, which is the price of the ones who become advocates. The same instinct applies to a larger rival: where their marketing and their product disagree, say so in public.

The method

01
Announce your own bugs before customers find them, knowing some will be gracious about the problem while others will complain publicly.
02
Write up an operational disaster in full detail while it is still happening, because the account travels further than any pitch you could write.
03
When a large company launches a free rival, go after the inconsistency between their marketing and their product in public.

What it returned

50,000
His post about the DDoS attacks on Fathom passed 50,000 readers and doubled Fathom trial signups across a full week.
2020
Cloudflare entered privacy-focused analytics in September 2020 arguing client-side tracking was bad while shipping a client-side product, and Jack Ellis pushed back loudly on both the contradiction and the risks of free tools from big tech.

Sources

Human + Fallible = Love; Corporate + Sterile = RefundJason Cohen · longform.asmartbear.com · Human + Fallible = Love; Corporate + Sterile = Refund · 2010-06-28
2020 Year in Review - Fathom AnalyticsJack Ellis · usefathom.com · November - Someone attacked our company · 2020-12-23

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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