Jason Cohen
@asmartbear.com
Keyword, buzzword, half-truth, adjective, hey look at me! (founder of two unicorns: http://WPEngine.com, http://SmartBear.com).
Writing for 18 years at: https://longform.asmartbear.com
Writing for 18 years at: https://longform.asmartbear.com
When you turn down a lucrative deal because it doesn’t fit your vision or strategy, that’s not a missed opportunity.
That’s proof that you actually have a vision or strategy.
More like that:
That’s proof that you actually have a vision or strategy.
More like that:
The “errors” that mean you’re doing it right
Some things appear to be mistakes, but in fact should be celebrated as the expected outcomes of great decisions.
longform.asmartbear.com
November 25, 2025 at 10:36 PM
When you turn down a lucrative deal because it doesn’t fit your vision or strategy, that’s not a missed opportunity.
That’s proof that you actually have a vision or strategy.
More like that:
That’s proof that you actually have a vision or strategy.
More like that:
Be optimistic when acting; almost everything will fail, so you can’t let that stop you from trying.
But be pessimistic when deciding what to act on; you have to face reality and select the best idea, not the first idea or your favorite idea.
But be pessimistic when deciding what to act on; you have to face reality and select the best idea, not the first idea or your favorite idea.
November 25, 2025 at 8:52 PM
Be optimistic when acting; almost everything will fail, so you can’t let that stop you from trying.
But be pessimistic when deciding what to act on; you have to face reality and select the best idea, not the first idea or your favorite idea.
But be pessimistic when deciding what to act on; you have to face reality and select the best idea, not the first idea or your favorite idea.
It’s working “smarter” 𝘢𝘯𝘥 “harder.”
Or at least, working “smart” (i.e. good strategy and prioritization) and “hard” (enough hours, and efficiently).
You probably already work hard; here’s how to work smarter.
Or at least, working “smart” (i.e. good strategy and prioritization) and “hard” (enough hours, and efficiently).
You probably already work hard; here’s how to work smarter.
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.
longform.asmartbear.com
November 25, 2025 at 6:57 PM
It’s working “smarter” 𝘢𝘯𝘥 “harder.”
Or at least, working “smart” (i.e. good strategy and prioritization) and “hard” (enough hours, and efficiently).
You probably already work hard; here’s how to work smarter.
Or at least, working “smart” (i.e. good strategy and prioritization) and “hard” (enough hours, and efficiently).
You probably already work hard; here’s how to work smarter.
Most angel investors don’t understand this:
It's not just about picking “the best,” it's about having access to the best companies in the first place.
Otherwise, even if you are the best at picking -- which you’re not -- it still doesn’t work out.
It's not just about picking “the best,” it's about having access to the best companies in the first place.
Otherwise, even if you are the best at picking -- which you’re not -- it still doesn’t work out.
November 24, 2025 at 10:06 PM
Most angel investors don’t understand this:
It's not just about picking “the best,” it's about having access to the best companies in the first place.
Otherwise, even if you are the best at picking -- which you’re not -- it still doesn’t work out.
It's not just about picking “the best,” it's about having access to the best companies in the first place.
Otherwise, even if you are the best at picking -- which you’re not -- it still doesn’t work out.
Startup success is the dream, but founders often find burnout occurs at the peak of their success.
Early rewards are worth the pain, but this can change.
Success doesn't always mean fulfillment.
Early rewards are worth the pain, but this can change.
Success doesn't always mean fulfillment.
Finding Fulfillment
What creates a fulfilling existence? Exploration leads to a framework I’ve used for years for myself and the people around me. I hope it helps you too.
longform.asmartbear.com
November 24, 2025 at 8:45 PM
Startup success is the dream, but founders often find burnout occurs at the peak of their success.
Early rewards are worth the pain, but this can change.
Success doesn't always mean fulfillment.
Early rewards are worth the pain, but this can change.
Success doesn't always mean fulfillment.
If you’re just like everyone else (in your self-selected bubble), it is comfortable.
It might be the best thing too.
Still, the right sort of discomfort comes from growing, stretching, trying new ideas.
You don’t have to keep the ones that don’t fit.
It might be the best thing too.
Still, the right sort of discomfort comes from growing, stretching, trying new ideas.
You don’t have to keep the ones that don’t fit.
November 24, 2025 at 8:45 PM
If you’re just like everyone else (in your self-selected bubble), it is comfortable.
It might be the best thing too.
Still, the right sort of discomfort comes from growing, stretching, trying new ideas.
You don’t have to keep the ones that don’t fit.
It might be the best thing too.
Still, the right sort of discomfort comes from growing, stretching, trying new ideas.
You don’t have to keep the ones that don’t fit.
A smart way to leverage social media is to sincerely ask for help and feedback.
A stupid way to waste time on social media is to ask generic questions you already know the answers to, for “engagement.”
A stupid way to waste time on social media is to ask generic questions you already know the answers to, for “engagement.”
November 24, 2025 at 2:11 PM
A smart way to leverage social media is to sincerely ask for help and feedback.
A stupid way to waste time on social media is to ask generic questions you already know the answers to, for “engagement.”
A stupid way to waste time on social media is to ask generic questions you already know the answers to, for “engagement.”
If your company is just like the competitors, customers will pick the competitors, because their brands are better-known, they rank higher in Google, they have more reviews, etc..
Yet another reason to be different.
Yet another reason to be different.
November 23, 2025 at 11:50 PM
If your company is just like the competitors, customers will pick the competitors, because their brands are better-known, they rank higher in Google, they have more reviews, etc..
Yet another reason to be different.
Yet another reason to be different.
Using a checklist to avoid silly, avoidable mistakes, is just good sense.
Being forced into a process that’s not aligned with work and happiness, is bad.
So “no process” isn’t the right sense. “Right process” is.
Being forced into a process that’s not aligned with work and happiness, is bad.
So “no process” isn’t the right sense. “Right process” is.
Individual efficiency vs administrative efficiency
When to prioritize individual autonomy, and when to standardize for global optimization.
longform.asmartbear.com
November 23, 2025 at 3:16 PM
Using a checklist to avoid silly, avoidable mistakes, is just good sense.
Being forced into a process that’s not aligned with work and happiness, is bad.
So “no process” isn’t the right sense. “Right process” is.
Being forced into a process that’s not aligned with work and happiness, is bad.
So “no process” isn’t the right sense. “Right process” is.
Extraordinary results probably require novel methods.
And “doing it my way” is one motivation to start a company.
So, founders like to throw away “best practices.”
Sometimes: That’s wonderful.
But sometimes it’s just worse, without benefit.
Be selective.
And “doing it my way” is one motivation to start a company.
So, founders like to throw away “best practices.”
Sometimes: That’s wonderful.
But sometimes it’s just worse, without benefit.
Be selective.
November 23, 2025 at 1:54 PM
Extraordinary results probably require novel methods.
And “doing it my way” is one motivation to start a company.
So, founders like to throw away “best practices.”
Sometimes: That’s wonderful.
But sometimes it’s just worse, without benefit.
Be selective.
And “doing it my way” is one motivation to start a company.
So, founders like to throw away “best practices.”
Sometimes: That’s wonderful.
But sometimes it’s just worse, without benefit.
Be selective.
"Cancellation" is a lagging, multi-factor metric.
It’s also the best measure of whether you are “making something people want to buy” and the primary long-term growth lever.
So, it’s a “final check,” but you must go upstream for real-time and actionable metrics.
It’s also the best measure of whether you are “making something people want to buy” and the primary long-term growth lever.
So, it’s a “final check,” but you must go upstream for real-time and actionable metrics.
Selecting the right product metrics (KPIs)
A novel system for selecting and presenting product KPIs, satisfying not only the product team, but also stakeholders, executives, and customers.
longform.asmartbear.com
November 23, 2025 at 1:54 PM
"Cancellation" is a lagging, multi-factor metric.
It’s also the best measure of whether you are “making something people want to buy” and the primary long-term growth lever.
So, it’s a “final check,” but you must go upstream for real-time and actionable metrics.
It’s also the best measure of whether you are “making something people want to buy” and the primary long-term growth lever.
So, it’s a “final check,” but you must go upstream for real-time and actionable metrics.
Not every day is a step forward. Often it’s two steps forward, one step back.
That doesn’t mean those days aren’t necessarily for overall success. In fact, they are.
There’s no such thing as a straight line.
The winding path 𝘪𝘴 the path.
That doesn’t mean those days aren’t necessarily for overall success. In fact, they are.
There’s no such thing as a straight line.
The winding path 𝘪𝘴 the path.
November 22, 2025 at 3:25 PM
Not every day is a step forward. Often it’s two steps forward, one step back.
That doesn’t mean those days aren’t necessarily for overall success. In fact, they are.
There’s no such thing as a straight line.
The winding path 𝘪𝘴 the path.
That doesn’t mean those days aren’t necessarily for overall success. In fact, they are.
There’s no such thing as a straight line.
The winding path 𝘪𝘴 the path.
When others have tried and failed to execute your idea, some see that as evidence it’s a bad idea.
Not necessarily, but you 𝘥𝘰 need to be able to explain 𝘸𝘩𝘺 this time is different, and how you’re personally well-positioned to execute a specific, new way.
Not necessarily, but you 𝘥𝘰 need to be able to explain 𝘸𝘩𝘺 this time is different, and how you’re personally well-positioned to execute a specific, new way.
November 22, 2025 at 2:04 PM
When others have tried and failed to execute your idea, some see that as evidence it’s a bad idea.
Not necessarily, but you 𝘥𝘰 need to be able to explain 𝘸𝘩𝘺 this time is different, and how you’re personally well-positioned to execute a specific, new way.
Not necessarily, but you 𝘥𝘰 need to be able to explain 𝘸𝘩𝘺 this time is different, and how you’re personally well-positioned to execute a specific, new way.
“Build in public” is great but…
…if you mean “build the product” then you’re not building a company.
…if you mean “build a company,” then you should be talking about your market theory, how many potential customers you’ve talked to, and how your theory is evolving.
…if you mean “build the product” then you’re not building a company.
…if you mean “build a company,” then you should be talking about your market theory, how many potential customers you’ve talked to, and how your theory is evolving.
November 22, 2025 at 2:04 PM
“Build in public” is great but…
…if you mean “build the product” then you’re not building a company.
…if you mean “build a company,” then you should be talking about your market theory, how many potential customers you’ve talked to, and how your theory is evolving.
…if you mean “build the product” then you’re not building a company.
…if you mean “build a company,” then you should be talking about your market theory, how many potential customers you’ve talked to, and how your theory is evolving.
“Good things come in threes,” they say.
Although for some cultures, 3 is an evil number.
Who knows… what I do know, is that you should pick the number of things for that list for reasons other than these.
Are you being thoughtful about that?
Although for some cultures, 3 is an evil number.
Who knows… what I do know, is that you should pick the number of things for that list for reasons other than these.
Are you being thoughtful about that?
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.
longform.asmartbear.com
November 21, 2025 at 4:02 PM
“Good things come in threes,” they say.
Although for some cultures, 3 is an evil number.
Who knows… what I do know, is that you should pick the number of things for that list for reasons other than these.
Are you being thoughtful about that?
Although for some cultures, 3 is an evil number.
Who knows… what I do know, is that you should pick the number of things for that list for reasons other than these.
Are you being thoughtful about that?
How do you cope with the emotional difficulty of new ventures?
One is to “learn to love the pain.” Sometimes.
Or “learn to love the progression.” That sounds constructive.
Or, already love the higher purpose that you’re doing it all for. That’s fulfilling.
One is to “learn to love the pain.” Sometimes.
Or “learn to love the progression.” That sounds constructive.
Or, already love the higher purpose that you’re doing it all for. That’s fulfilling.
Finding Fulfillment
What creates a fulfilling existence? Exploration leads to a framework I’ve used for years for myself and the people around me. I hope it helps you too.
longform.asmartbear.com
November 21, 2025 at 3:15 AM
How do you cope with the emotional difficulty of new ventures?
One is to “learn to love the pain.” Sometimes.
Or “learn to love the progression.” That sounds constructive.
Or, already love the higher purpose that you’re doing it all for. That’s fulfilling.
One is to “learn to love the pain.” Sometimes.
Or “learn to love the progression.” That sounds constructive.
Or, already love the higher purpose that you’re doing it all for. That’s fulfilling.
The best metric of both PMF and customer happiness is: Retention.
Can’t argue with “keeps giving us money.”
Maybe “referrals” is even better -- advocating, putting their reputation on the line.
Increase these, and it won’t matter how many people 𝘥𝘰𝘯’𝘵 like you.
Can’t argue with “keeps giving us money.”
Maybe “referrals” is even better -- advocating, putting their reputation on the line.
Increase these, and it won’t matter how many people 𝘥𝘰𝘯’𝘵 like you.
November 21, 2025 at 3:09 AM
The best metric of both PMF and customer happiness is: Retention.
Can’t argue with “keeps giving us money.”
Maybe “referrals” is even better -- advocating, putting their reputation on the line.
Increase these, and it won’t matter how many people 𝘥𝘰𝘯’𝘵 like you.
Can’t argue with “keeps giving us money.”
Maybe “referrals” is even better -- advocating, putting their reputation on the line.
Increase these, and it won’t matter how many people 𝘥𝘰𝘯’𝘵 like you.
High achievers are physiologically incapable of not measuring themselves.
And comparing with others.
But we can choose to measure against our own progress, not others'.
Really!
And comparing with others.
But we can choose to measure against our own progress, not others'.
Really!
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.
longform.asmartbear.com
November 21, 2025 at 3:09 AM
High achievers are physiologically incapable of not measuring themselves.
And comparing with others.
But we can choose to measure against our own progress, not others'.
Really!
And comparing with others.
But we can choose to measure against our own progress, not others'.
Really!
𝘏𝘰𝘸 you got here is separate from the fact that you’re now here.
Don’t allow the sunk cost of past actions and inaction, guilt or pride, luck or agency, determine your evaluation of “now.”
Or what you do next.
Don’t allow the sunk cost of past actions and inaction, guilt or pride, luck or agency, determine your evaluation of “now.”
Or what you do next.
November 20, 2025 at 3:17 PM
𝘏𝘰𝘸 you got here is separate from the fact that you’re now here.
Don’t allow the sunk cost of past actions and inaction, guilt or pride, luck or agency, determine your evaluation of “now.”
Or what you do next.
Don’t allow the sunk cost of past actions and inaction, guilt or pride, luck or agency, determine your evaluation of “now.”
Or what you do next.
Trick when it’s hard to explain something:
1. Say/write it out, no matter how long.
2. Give it to someone else.
3. Have them ask you: “What do you 𝘳𝘦𝘢𝘭𝘭𝘺 mean?”
4. …repeatedly, as you try to answer.
5. Eventually you’ll say “it’s really just ____.”
Now you’ve got it.
1. Say/write it out, no matter how long.
2. Give it to someone else.
3. Have them ask you: “What do you 𝘳𝘦𝘢𝘭𝘭𝘺 mean?”
4. …repeatedly, as you try to answer.
5. Eventually you’ll say “it’s really just ____.”
Now you’ve got it.
November 20, 2025 at 12:10 AM
Trick when it’s hard to explain something:
1. Say/write it out, no matter how long.
2. Give it to someone else.
3. Have them ask you: “What do you 𝘳𝘦𝘢𝘭𝘭𝘺 mean?”
4. …repeatedly, as you try to answer.
5. Eventually you’ll say “it’s really just ____.”
Now you’ve got it.
1. Say/write it out, no matter how long.
2. Give it to someone else.
3. Have them ask you: “What do you 𝘳𝘦𝘢𝘭𝘭𝘺 mean?”
4. …repeatedly, as you try to answer.
5. Eventually you’ll say “it’s really just ____.”
Now you’ve got it.
You want to be unsatisfied at some level, to have motivation to strive, grow, etc..
You want to be satisfied at some level, to not be depressed, discouraged, or not enjoy life as it unfolds.
Not a contradiction, but not trivial.
You want to be satisfied at some level, to not be depressed, discouraged, or not enjoy life as it unfolds.
Not a contradiction, but not trivial.
November 20, 2025 at 12:10 AM
You want to be unsatisfied at some level, to have motivation to strive, grow, etc..
You want to be satisfied at some level, to not be depressed, discouraged, or not enjoy life as it unfolds.
Not a contradiction, but not trivial.
You want to be satisfied at some level, to not be depressed, discouraged, or not enjoy life as it unfolds.
Not a contradiction, but not trivial.
“Core beliefs” are inalienable tenets that you want to live your life by--even if it means making less money, increasing risk, or hurting your brand.
When you’re explicit about them, you can make the best decisions, including filling in your own gaps.
When you’re explicit about them, you can make the best decisions, including filling in your own gaps.
Scars
Our emotional baggage and experience make us unique, but also serve as blinders.
longform.asmartbear.com
November 19, 2025 at 2:42 PM
“Core beliefs” are inalienable tenets that you want to live your life by--even if it means making less money, increasing risk, or hurting your brand.
When you’re explicit about them, you can make the best decisions, including filling in your own gaps.
When you’re explicit about them, you can make the best decisions, including filling in your own gaps.
18,000 subscribers doesn’t mean squat when you’re launching a new product.
They’re not paying that much attention, they don’t care that much, and almost none are the target audience.
My story:
They’re not paying that much attention, they don’t care that much, and almost none are the target audience.
My story:
Reputation isn’t as powerful as you imagine
Blogger with tens of thousands of subscribers launches a new venture… and gets only 2 signups. Not the advantage you thought it was.
longform.asmartbear.com
November 18, 2025 at 9:56 PM
18,000 subscribers doesn’t mean squat when you’re launching a new product.
They’re not paying that much attention, they don’t care that much, and almost none are the target audience.
My story:
They’re not paying that much attention, they don’t care that much, and almost none are the target audience.
My story:
If “who you are” doesn’t match “what they want,” you could:
A. Change who you are
B. Change what they want
C. Find a different group who does want what you are
(1/5)
A. Change who you are
B. Change what they want
C. Find a different group who does want what you are
(1/5)
November 18, 2025 at 7:59 PM
If “who you are” doesn’t match “what they want,” you could:
A. Change who you are
B. Change what they want
C. Find a different group who does want what you are
(1/5)
A. Change who you are
B. Change what they want
C. Find a different group who does want what you are
(1/5)
Sure, it’s possible that your company is far more profitable than expected, sooner than expected.
But incredibly unlikely, both in the case of lower growth AND higher growth.
Here’s why:
But incredibly unlikely, both in the case of lower growth AND higher growth.
Here’s why:
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.
longform.asmartbear.com
November 18, 2025 at 4:11 PM
Sure, it’s possible that your company is far more profitable than expected, sooner than expected.
But incredibly unlikely, both in the case of lower growth AND higher growth.
Here’s why:
But incredibly unlikely, both in the case of lower growth AND higher growth.
Here’s why: