How to drive word of mouth

You can't split test your way to love. This experiment led product management approach, where you throw a bunch of things on the wall, and then you kind of see what sticks, and generally we don't advocate this.

Every single bill we got, we allocated the cost back to the customer, or the transaction that generated it. And then we add our margin on top, and that's our price. You get those 20% of customers generating 80% of the costs, you give them a raise, and you drop the price to everyone else.

People believed they saved money, but they didn't believe the number. Closing this delta between what you've done, and what's perceived to be done is what I call product marketing within the product.

Instead of incrementally going, doing a jump to make it a little better, a little better, a little better, you can never get there. How do we take two years, and end up at the theoretical minimum cost for moving money into a market?

What people trust is their friends. And this really was way stronger a trust signal than anything I could put on a landing page.

To get to recommendation, you're going to blow your users' socks off. You have to give them an experience they didn't know was previously possible. And when you are in that place of doing something that no one has ever done before, that's when you get it.

When we entered markets, if we entered with a product that was priced at say 5.9%, and the alternative was six, customers would use us, but they wouldn't talk about us. We only got the advocacy when we were eight to 10 times cheaper.