How I Built A $825M Email Revolution Called Superhuman | Rahul Vohra

What is the secret to creating a product that users love?

Rahul Vohra, founder and CEO of Superhuman, emphasizes that the secret to creating a product that users love is to set a higher bar than even your users expect. This means striving to exceed user demands and not just to a point where complaints stop, but to a level where the product becomes compelling and worthy of attention.

To achieve this, keep the following in mind:

• Higher Standards: Your product must meet a bar higher than what users expect. This isn't about just fixing issues—it's about setting a standard of excellence that surprises users.

• Continuous Improvement: Never settle. Strive continuously to improve the product until it surpasses your expectations and user demands.

• User Delight: Aim to create something so remarkable that users can't help but talk about it. When you exceed all expectations, your users will naturally share their positive experiences.

Vohra’s approach is evident in Superhuman’s superfast email client, which has become a talking point for its speed and efficiency. This emphasis on exceeding expectations is crucial for creating products that not only satisfy but delight users.

How did Superhuman secure its first 100 customers?

Superhuman's journey to securing its first 100 customers relied heavily on a word-of-mouth strategy and leveraging its network of investors. Here’s how they did it:

• Word-of-Mouth: Initial customers were acquired almost entirely through personal recommendations. The product’s speed and efficiency naturally encouraged users to share their positive experiences.

• Investor Network: They tapped into their investors' networks. Renowned investors, including those from First Round Capital and A16Z, introduced the product to key users in their circles. This helped establish credibility and trust early on.

• Deliberate Onboarding: The team onboarded new users systematically—about four to five each week. This careful, controlled process allowed them to address user feedback promptly and improve the product continuously.

Superhuman’s strategy of gradually onboarding customers ensured they could handle issues effectively without overwhelming the company. This approach created delighted users who became advocates, driving further word-of-mouth growth.

What are the key insights behind Superhuman's growth?

Superhuman's growth is rooted in several key insights that combined product-market fit strategies with user feedback and a systematic onboarding approach. Here are the main points:

1. Product-Market Fit Engine:

   • Superhuman employed Sean Ellis's method to measure product-market fit, asking users how they'd feel if they could no longer use the product.
   • They aimed to get over 40% of users to say they'd be "very disappointed" without Superhuman.
   • This metric became a benchmark for achieving and tracking product-market fit.

2. Focus on Specific User Feedback:

   • They didn't just take feedback from all users.
   • The focus was primarily on those who'd be "somewhat disappointed" and finding small changes that could convert them into "very disappointed" users.
   • This targeted approach ensured that improvements were meaningful and impactful.

3. Systematic Onboarding of New Customers:

   • Superhuman introduced new customers in a controlled manner, onboarding only a few each week.
   • This method allowed them to quickly address issues and make enhancements without overwhelming the company.
   • It resulted in maintaining high satisfaction levels and creating loyal advocates, essential for word-of-mouth growth.

This structured approach, combining focused feedback and deliberate onboarding, was key to driving Superhuman's email growth and establishing a robust user base.

How did Superhuman achieve product-market fit?

Superhuman utilized Sean Ellis's method to measure and improve product-market fit. Here's the detailed process:

Initial Measurement:

• Survey users with the question: "How would you feel if you could no longer use this product?"
• Provide three answer choices: very disappointed, somewhat disappointed, and not disappointed.
• Aim to have over 40% of users respond with "very disappointed" to indicate product-market fit.

Steps to Improve the Score:

• Segmenting the Users:

  • Analyze survey results to identify the traits of the "very disappointed" users.
  • Shift focus to users with similar profiles and traits.
  • By refining the target market, Superhuman increased its product-market fit score from 20% to 32%.

• Focused Feedback:

  • Concentrate on feedback from "somewhat disappointed" users who resonate with the main benefits, like speed and design.
  • Ignored feedback from users who didn't value the core benefits, ensuring focus on manageable, impactful changes.

• Systematic Improvements:

  • Build features requested by the aligned "somewhat disappointed" users.
  • Gradually increase the product's appeal without compromising its core strengths.

By following this structured approach, Superhuman enhanced their product-market fit score to 60% within three quarters, ensuring strong user satisfaction and building a successful startup.

What advice does Rahul Vohra have for early-stage founders?

Rahul Vohra offers two crucial pieces of advice for early-stage founders. First, he emphasizes the need to make something people want. This isn't just about solving a problem but creating a product that genuinely caters to users' needs and desires.

"Make something people want."

— Paul Graham

Second, Rahul stresses the importance of making people realize they want what you've built. Awareness is key—founders must make users recognize their problem and understand that your product is the solution.

"Make people realize they want it."

— Rahul Vohra

These two principles, when executed well, are essential for creating a product that not only gains traction but also retains loyal users.

What strategies did Superhuman use to create awareness?

Superhuman employed a three-pronged approach to generate awareness and drive signups: PR, thought leadership, and virality.

1. PR (Public Relations):

• They injected themselves into notable news cycles by attaching their story to significant industry events.
• For instance, when Dropbox shut down Mailbox, Rahul Vohra wrote an insightful piece on successful startup acquisitions which drove tens of thousands of signups.

2. Thought Leadership:

• Rahul shared valuable insights and frameworks, like the product-market fit engine, through widely read articles.
• His piece on First Round Review became a go-to resource for entrepreneurs, solidifying Superhuman's reputation.

3. Virality:

• Superhuman leveraged viral signatures in emails, leading to over 30% of their site traffic.
• Invitations and referrals accounted for another 30% of new user signups.

This strategic combination not only created robust awareness but also reinforced the brand's authority in the email client industry.