Meet users where they already are

Snyk is a developer security tool that integrates with GitHub (a code hosting platform) to automatically scan and protect code repositories from vulnerabilities.

Flow is just this incredibly important concept for developers and you want to strive to keep them in that flow for as long as possible. The GitHub kind of pool requests are a great example of that. Someone can sign up for Snyk and they could theoretically be the only user of Snyk and connect their repos. All of a sudden we're protecting, securing those repos, a hundred, a thousand developers could be working in GitHub with that code, all benefiting from Snyk without necessarily needing to sign up.

I always say, where are your users? You will have some data that will allow you to understand that say right now, you're doing really well on TikTok.

I often say to find your audience's cultural erogenous zones. So what it means is people have things that they either care about or don't, and you're not going to change that. So it's a huge lift to try to change someone's worldview or their passions. It's a light lift to take the thing you want to talk about and just shape it into, to fit into their worldview or their passions.

It is so hard and you'd have to be superhumanly gifted to the extent that I can't recall seeing in my entire life, where you create a message and a story so powerful that someone who didn't care at all before suddenly makes that their passion. It's so much easier to take what they're passionate about and understand it, and then convince them that if they care about that then they should care about your thing because of this connection.

As opposed to going against human intuition and trying to get them to share stuff that they otherwise wouldn't, lean into it more, actually grab the moments where users are already organically screenshotting and make those much, much, much better.

The design philosophy for Copilot is very much aligned with the working backwards concept. It's really putting yourself in the shoes of your customers and figuring out what is it that they need, how is that experience going to work for them? If it's an extra tool and if you need to ask for it and if you need to ask for it or if you need to wait for it, then developers will not adopt it.