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Jason Cohen

@asmartbear.com
9.6K followers 2.3K following 8.4K posts

Keyword, buzzword, half-truth, adjective, hey look at me! (founder of two unicorns: WPEngine.com, SmartBear.com). Writing for 18 years at: longform.asmartbear.com

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Jason Cohen @asmartbear.com · 5h
Startups and new businesses almost always require more funding than initially projected, even when founders try to account for potential overruns. (1/5)
longform.asmartbear.com
More money if you do, more money if you don’t
A business always takes more money than you expect, even when you take this fact into account. Here’s why.
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Jason Cohen @asmartbear.com · 15h
If you want your forecast to be correct in the long run, just guess the overall average. But the average contains no insight, no additional information, so it’s not a good forecast. Here’s how to measure forecasts properly:
longform.asmartbear.com
How to measure the accuracy of forecasts
How do you assess forecasts, when the forecast is only a probability? It’s not just about accuracy. Let’s dive into the math.
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Jason Cohen @asmartbear.com · 21h
We can’t read the label from inside the jar, which is why things like creating your strategy or writing great customer interview questions is best with a facilitator. So, here’s exactly what that looks like! New Smart Bear Live E08:
youtube.com
E08: Creating customer interview questions before you have customers
He built it, and they didn’t come.Rison Simon built PainPointy to scan Reddit so that marketers could learn the pain points of their customers and come up wi…
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Jason Cohen @asmartbear.com · 29/09/2026
The real bar for execs: If I took a six-month sabbatical to another galaxy and never checked in… would that department be measurably better when I return? Meaning: Processes better. Team stronger. Output higher. That’s “lift.”
longform.asmartbear.com
How to hire people who are better than you
If you don’t hire people better than you, the organization gets bigger, not better. But how do you hire for something you don’t understand?
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Jason Cohen @asmartbear.com · 29/09/2026
When you're honest about why people return a product, then even if they buy it, they 𝘦𝘹𝘱𝘦𝘤𝘵 those flaws, and they don't return it. Yes there’s real data about that too. Be honest about flaws; you’ll sell more, and have fewer cancellations.
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Jason Cohen @asmartbear.com · 28/09/2026
Actions > Words So, e.g. [How our customer service works] > “We love our customers”
longform.asmartbear.com
Hello, I’m 1074018628
Is “customer service” a genuine service? Or is it a shield so that most people at your company never have to speak to one of those pesky customers?
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Jason Cohen @asmartbear.com · 28/09/2026
Have you wanted to see how to implement my customer interview process live, and with the gory, messy detail of real-world implementation? New Smart Bear Live E08 just dropped! Starring Rison Simon (PainPointy):
youtube.com
E08: Creating customer interview questions before you have customers
He built it, and they didn’t come.Rison Simon built PainPointy to scan Reddit so that marketers could learn the pain points of their customers and come up wi…
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Jason Cohen @asmartbear.com · 27/09/2026
Any time you ship anything -- design, website, code -- others will see it, and some will copy it. The better your ideas, the more likely they'll be copied. It’s the cost of doing great work. So don’t get worked up about it. Just do more great work, and you’ll win.
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Jason Cohen @asmartbear.com · 27/09/2026
New Smart Bear Live E08 just dropped! Writing the customer interview questions you need before you have any customers. Starring Rison Simon (PainPointy):
youtube.com
E08: Creating customer interview questions before you have customers
He built it, and they didn’t come.Rison Simon built PainPointy to scan Reddit so that marketers could learn the pain points of their customers and come up wi…
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Jason Cohen @asmartbear.com · 27/09/2026
Even if you want to raise money, first get 100 paying customers without raising money. An “existence proof” addresses almost all investor objections. And, you can decide whether or not you want to raise anyway.
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Jason Cohen @asmartbear.com · 26/09/2026
Often local optimization is global inefficiency. With processes, always optimize globally. With people, global still gets the nod, but you don’t want to crush everyone’s spirit. My ideas on this:
longform.asmartbear.com
Individual efficiency vs administrative efficiency
When to prioritize individual autonomy, and when to standardize for global optimization.
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Jason Cohen @asmartbear.com · 26/09/2026
When you’re small, all employees understand the customer. Can’t help it. You lose that as you scale. Combat that by having weekly tours through support or sales. Not doing the work, just paying attention. Unless you think understanding the customer is a disruption.
longform.asmartbear.com
The fundamental forces of scale
These forces make larger companies slower and more difficult to execute, but also more effective when harnessed and leveraged.
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Jason Cohen @asmartbear.com · 26/09/2026
1000 true fans does not get a creator enough money to quit the day job. Sorry, that theory has never been true. Also doesn’t work for one-time revenue products. Does work for SaaS.
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Jason Cohen @asmartbear.com · 25/09/2026
I’ve seen a price change of +$5/mo result in a 20% 𝘥𝘳𝘰𝘱 in new-buyers-per-month. I’ve seen a price change of +$300/mo result in a 50% 𝘪𝘯𝘤𝘳𝘦𝘢𝘴𝘦 in new-buyers-per-month. You don’t know until you try. One of the biggest levers you have. (I know, it’s scary.)
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Jason Cohen @asmartbear.com · 25/09/2026
Precious few companies are truly trying to make a big difference in the world, a higher purpose. Most are making the world a 𝘭𝘪𝘵𝘵𝘭𝘦 better, in that the world isn't worse, and the product is useful. You decide what impact you want to strive for.
longform.asmartbear.com
Mission, Vision, poTAYto, poTAHto
Mission, vision, purpose, BHAG. Are they useful north stars, or academic nonsense?
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Jason Cohen @asmartbear.com · 25/09/2026
"Being well-rested" == "Productivity"
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Jason Cohen @asmartbear.com · 24/09/2026
I got this question the other day (edited): === QUESTION === Was watching a Linus interview today. He said: "I like seeing people looking at the stars and wanting to be there but I'm a type of guy who looks at the ground and wants to fix the potholes" (1/7)
longform.asmartbear.com
Distinguishing constructive criticism from bad business advice
Beware of advice that tries to change who you are. True wisdom guides you to a better version of yourself.
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Jason Cohen @asmartbear.com · 24/09/2026
Just because something has never been easier, doesn’t mean that it is easy.
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Jason Cohen @asmartbear.com · 24/09/2026
Stars stream light in all directions, but only the tiniest fraction hits our eye. We are the ICP. So too there are so many ways to fail at something, and a small number of ways that are perfect.
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Jason Cohen @asmartbear.com · 23/09/2026
There’s a million AI voice companies. George Paladichuk founded one of the successful ones (NaiL), but most of his revenue comes from one big franchise. How should he expand within a franchise? And land the next? It’s all in Smart Bear Live E07:
youtube.com
E07 w/ Dan Martell: 1 big logo won’t get him the next 10
How can George Paladichuk take his startup NaiL from 1 huge customer, to the next 100 customers?Cohost Dan Martell and I dig in: A candid working session inc…
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Jason Cohen @asmartbear.com · 23/09/2026
If you found an advertising channel efficient enough that for every $8 spent, you got $1/mo revenue… …and you offered two months free on an annual plan… …your marketing budget would be infinity. So, why isn’t that your goal?
longform.asmartbear.com
How annual pre-pay creates an infinite marketing budget
Dozens of founders have used this technique to transform the cash-flow of their businesses. Now it’s your turn.
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Jason Cohen @asmartbear.com · 23/09/2026
Formulate a theory from your marketing data, then test it rigorously. As opposed to: Random A/B tests, followed by more random tests. “See what sticks” thoughtlessness. Why:
longform.asmartbear.com
The Pattern-Seeking Fallacy
We humans are terrible at discerning patterns from randomness, and in marketing data we unwittingly find “insights” that are actually noise. Here’s how to fix that.
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Jason Cohen @asmartbear.com · 22/09/2026
It was fun teaming up with Dan Martell to brainstorm with George Paladichuk (NaiL) on scaling AI voice both inside one big customer, and across to new customers in adjacent markets. It’s all in Smart Bear Live E07:
youtube.com
E07 w/ Dan Martell: 1 big logo won’t get him the next 10
How can George Paladichuk take his startup NaiL from 1 huge customer, to the next 100 customers?Cohost Dan Martell and I dig in: A candid working session inc…
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Jason Cohen @asmartbear.com · 22/09/2026
I copied the structures of James Altucher, Steve Almond, and Seth Godin, all on my way in finding my own voice. Just be honest when you do it, and sincere in finding your own voice. (And don’t plagiarize.)
longform.asmartbear.com
Learn by Copy
In America we’re trained that all copying is bad; of course plagiarism is, but perhaps we’re throwing the baby out with the bathwater.
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Jason Cohen @asmartbear.com · 22/09/2026
Told this to a founder today who was sitting on emails to potential customers but wasn’t sending them: Bravery is feeling fear but then doing it anyway. If there were no fear, there would be no bravery! I totally understand.  You're not alone -- nearly everyone is like that. (1/2)
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Jason Cohen @asmartbear.com · 21/09/2026
“Focus on just one thing.” Reasonable. What if you have 17 teams? Should each team focus on one thing, meaning that as a company you’re “focussing” on 17 things? What’s the right number of things?
longform.asmartbear.com
How many things should there be? (Hint: Not 10)
If we happened to evolve with nine fingers, we would have “Top 9” lists. So, a “Top 10″ list probably doesn’t have the correct number of things.
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Jason Cohen @asmartbear.com · 21/09/2026
Cohost Dan Martell and I get deep and tactical with how George Paladichuk can grow NaiL from an AI Voice company that is extremely successful with a whole chain of stores, into a new market of customers. In Smart Bear Live E07:
youtube.com
E07 w/ Dan Martell: 1 big logo won’t get him the next 10
How can George Paladichuk take his startup NaiL from 1 huge customer, to the next 100 customers?Cohost Dan Martell and I dig in: A candid working session inc…
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Jason Cohen @asmartbear.com · 21/09/2026
Afraid of publishing? Let's reframe: You 𝘸𝘪𝘭𝘭 𝘥𝘦𝘧𝘪𝘯𝘪𝘵𝘦𝘭𝘺 have critics and detractors. The question is: Will you find your fans? 𝘛𝘩𝘦𝘺 are why you're doing this. So hit “Publish” and find them.
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Jason Cohen @asmartbear.com · 20/09/2026
Correcting others to show how smart you are. Correcting others to help them learn and grow. It’s more than intent, it changes how you do it. I’m still learning this myself in my show. We’re all growing.
smartbearlive.com
Smart Bear Live
A room of founders, a different crew for each episode, taking the time to dig into the details of a real, live business, being brutally honest with facts (and with love for people), being vulnerable (but with hope), explaining our approach, mindset, frameworks, and life experiences, so that listeners learn tactics but also strategic thinking, and the star of the show — the founder in the arena — makes progress. No ads, no affiliate links, no heavy editing, no follow-on courses or consulting. We’re doing this for each other and for the love the game. It’s a workshop, but also it’s therapy. Because for founders, there’s little distinction.
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Jason Cohen @asmartbear.com · 20/09/2026
New Smart Bear Live E07 just dropped! One customer is 90% of his revenue. Getting the next ten takes something new. Cohost Dan Martell and I workshop it with George Paladichuk (NaiL):
youtube.com
E07 w/ Dan Martell: 1 big logo won’t get him the next 10
How can George Paladichuk take his startup NaiL from 1 huge customer, to the next 100 customers?Cohost Dan Martell and I dig in: A candid working session inc…
030
Jason Cohen @asmartbear.com · 20/09/2026
Hiring mantra proposal: Hire someone you like, but who is not like you. “Someone you like,” because no one should have to work with people they hate. You’re doing the hiring, so you control this. (1/3)
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Jason Cohen @asmartbear.com · 19/09/2026
If you’re overwhelmed by too many disparate things that have to get done or be fixed at the company… Write them all down, and realize at least half of them can be done at 30% quality or delayed, even if there’s a penalty. If the few most important are done at 10x.
longform.asmartbear.com
Ruthless prioritization while the dog pees on the floor
Because time is zero-sum, prioritization is mandatory. This is an index of purpose-built prioritization frameworks, and an overarching one to optimize your life.
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Jason Cohen @asmartbear.com · 19/09/2026
You might think "iterating towards a goal" means taking one step directly towards it. Sure, that’s the most efficient way. But anywhere in the hemisphere of that direction is also progress. Making the vector dot product positive, can be sufficient.
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Jason Cohen @asmartbear.com · 19/09/2026
Presentation slide titles should say what you want the reader to take away. Not the label from your template or AI. The take-away. For example: "Experienced team with prior success" instead of "About us."
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Jason Cohen @asmartbear.com · 18/09/2026
Advertising allows you to iterate quickly on hooks and positioning, yielding insight. SEO and content marketing is great long-term. So, do the former to inform the latter.
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Jason Cohen @asmartbear.com · 18/09/2026
How do you find your so-called “authentic” voice? Copying things you like can actually work, so long it’s mimicking what is true to yourself. Transform your marketing copy. It works:
longform.asmartbear.com
Human + Fallible = Love; Corporate + Sterile = Refund
People love and forgive humans, not corporations. Expose your humanity to earn loyal, happy customers, even when you mess up.
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Jason Cohen @asmartbear.com · 18/09/2026
𝘐𝘯𝘯𝘰𝘷𝘢𝘵𝘰𝘳𝘴 𝘚𝘰𝘭𝘶𝘵𝘪𝘰𝘯 is the sequel to 𝘐𝘯𝘯𝘰𝘷𝘢𝘵𝘰𝘳𝘴 𝘋𝘪𝘭𝘦𝘮𝘮𝘢, and if you only read one of them, read that one. Tons of actionable advice, including the original exposition of the JTBD framework.
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Jason Cohen @asmartbear.com · 17/09/2026
Customers have their own language. Everyone in the company has different languages too. Everyone wants the same outcome. So here’s how to translate:
longform.asmartbear.com
Disentangling the three languages: Customers, Product, Business
Stop talking past each other. Translate between the three “languages” of customer desires, product features, and business goals.
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Reposted by Jason Cohen
Mikal Lewis @mikal-el.com · 17/09/2026
My wording for this is don’t pay above market value for knowledge. If you can get information, running an experiment—don’t ship to prod, if you can get information from a book, don’t run an experiment, etc It’s the easiest cheat code to a good career.
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Jason Cohen @asmartbear.com · 17/09/2026
If the “shortcut” eliminates waste, it’s great. “Waste” means it never added value, it didn’t help you “learn,” it was just unnecessary. Some so-called shortcuts remove vital things, however. Beware these. “Everything you need to know about ___ in 2 hours,” for example.
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Jason Cohen @asmartbear.com · 17/09/2026
Stand on the shoulders of giants. Because not 𝘦𝘷𝘦𝘳𝘺 lesson should come from your own failures. That’s too slow, and ignorant. But 𝘸𝘩𝘪𝘤𝘩 giants to stand on…
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Jason Cohen @asmartbear.com · 16/09/2026
It’s like SimCity. There’s a CRITICAL ISSUE. So you fix it. Then there’s immediately another CRITICAL ISSUE. Wasn’t it critical before too? Nevermind, fix it… Eventually the first one reappears as CRITICAL. And it never ends. It’s OK, that’s how complex things go.
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Jason Cohen @asmartbear.com · 16/09/2026
You have scars. Embrace them scars; they’re part of who you are, and what makes you unique. But they also create blind spots and weaknesses; let others fill those in. Like this:
longform.asmartbear.com
Scars
Our emotional baggage and experience make us unique, but also serve as blinders.
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Jason Cohen @asmartbear.com · 16/09/2026
Catch yourself thinking, “I must have really sucked at growing my business” because someone else is growing faster? A useless and also incorrect spiral. Example:
longform.asmartbear.com
Intense Asymmetry and Self-Flagellation
Erica Douglass sold her company for $1M, yet still struggles with self-worth; why driven people can’t escape Impostor Syndrome.
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Jason Cohen @asmartbear.com · 15/09/2026
“Reversible vs irreversible” is a good razor for how to make a decision. However I find that actually-difficult decisions are often “reversible but expensive,” in which case this framework fails. That’s OK; it just means it’s not always the right framework.
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Jason Cohen @asmartbear.com · 15/09/2026
A hyper-focused target market (ICP) maximizes chances of success. Especially early on, when you have almost no time or money. Besides size, the advantage of a diverse customer base is resilience in the face of economic volatility. Get there later:
longform.asmartbear.com
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.
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Jason Cohen @asmartbear.com · 15/09/2026
Everyone is unique, but not everyone has an outgoing style that is distinctive and appealing to the segment they want to be appealing to. So, “be yourself” definitely works for some people, but some people need other ways to execute marketing and positioning.
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Jason Cohen @asmartbear.com · 14/09/2026
When you're presented with an opportunity that doesn't fit your vision, maybe don't automatically say 'no.' Instead, set your price so high that it’s worth, and let them decide. Either way, you win.
longform.asmartbear.com
Never say “no,” but rarely say “yes.”
“Focus” requires saying “no” to most things, but there’s a way to do it that allows you to say “yes” exactly when it matters most.
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Jason Cohen @asmartbear.com · 14/09/2026
The way you become right, Is by assuming you’re not right, and exploring. The more you assume you’re not right about anything, the more you can grow to be right about everything.
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Jason Cohen @asmartbear.com · 14/09/2026
My favorite line of code: return (hash * 11400714819323198485llu) >> nlg2; Golden ratio hash function for a table of N entries (where nlg2 = ceil(log2(N)), optimially distributing hash values across the table with just one muliply and one shift.
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