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
Two kinds of teachers:
1. Those who can’t do, teach.
2. Those who have done, teach.
It’s up to you to decide which kind of teacher you’re facing, and whether that’s the kind of lesson you want to take on board.

1. Those who can’t do, teach.
2. Those who have done, teach.
It’s up to you to decide which kind of teacher you’re facing, and whether that’s the kind of lesson you want to take on board.

January 12, 2026 at 4:09 AM
Two kinds of teachers:
1. Those who can’t do, teach.
2. Those who have done, teach.
It’s up to you to decide which kind of teacher you’re facing, and whether that’s the kind of lesson you want to take on board.

1. Those who can’t do, teach.
2. Those who have done, teach.
It’s up to you to decide which kind of teacher you’re facing, and whether that’s the kind of lesson you want to take on board.

How often should you have a long conversation with a customer?
Depends on your role, the stage of the product, …:
CEO: 1/week (at scale) or more (before PMF)
PM/Design: 3/week (normal) or more (actively investigating significant new feature)
Engineer: 12/year
Depends on your role, the stage of the product, …:
CEO: 1/week (at scale) or more (before PMF)
PM/Design: 3/week (normal) or more (actively investigating significant new feature)
Engineer: 12/year
January 11, 2026 at 11:06 PM
How often should you have a long conversation with a customer?
Depends on your role, the stage of the product, …:
CEO: 1/week (at scale) or more (before PMF)
PM/Design: 3/week (normal) or more (actively investigating significant new feature)
Engineer: 12/year
Depends on your role, the stage of the product, …:
CEO: 1/week (at scale) or more (before PMF)
PM/Design: 3/week (normal) or more (actively investigating significant new feature)
Engineer: 12/year
Discounting communicates:
“yeah, you’re right, it’s not worth even that much.”
It’s probably not even true. The value you deliver is probably10x-100x your price.
Figure out how to make that obvious to others.
“yeah, you’re right, it’s not worth even that much.”
It’s probably not even true. The value you deliver is probably10x-100x your price.
Figure out how to make that obvious to others.
Discount gambit
Discounting is the typical sales technique, but refusing to discount can lead to a much better business, even in the Enterprise.
longform.asmartbear.com
January 11, 2026 at 5:29 PM
Discounting communicates:
“yeah, you’re right, it’s not worth even that much.”
It’s probably not even true. The value you deliver is probably10x-100x your price.
Figure out how to make that obvious to others.
“yeah, you’re right, it’s not worth even that much.”
It’s probably not even true. The value you deliver is probably10x-100x your price.
Figure out how to make that obvious to others.
It feels so good to be needed. You have purpose.
In a business, however, it means you can't take a sabbatical, can’t get sick, can't leave, and get a low valuation if you sell.
You 𝘢𝘳𝘦 required at the start, but eventually both you and the business needs to become healthier.
In a business, however, it means you can't take a sabbatical, can’t get sick, can't leave, and get a low valuation if you sell.
You 𝘢𝘳𝘦 required at the start, but eventually both you and the business needs to become healthier.
January 11, 2026 at 5:29 PM
It feels so good to be needed. You have purpose.
In a business, however, it means you can't take a sabbatical, can’t get sick, can't leave, and get a low valuation if you sell.
You 𝘢𝘳𝘦 required at the start, but eventually both you and the business needs to become healthier.
In a business, however, it means you can't take a sabbatical, can’t get sick, can't leave, and get a low valuation if you sell.
You 𝘢𝘳𝘦 required at the start, but eventually both you and the business needs to become healthier.
On 'Who Wants to be a Millionaire,' the audience is right 91% of the time.
That's better than phoning a smart friend with internet access.
Crowd wisdom works!
But also “design by committee” 𝘥𝘰𝘦𝘴𝘯’𝘵 work…
That's better than phoning a smart friend with internet access.
Crowd wisdom works!
But also “design by committee” 𝘥𝘰𝘦𝘴𝘯’𝘵 work…
Ignoring the Wisdom of Crowds
Discover how to leverage the wisdom of the crowds, but also when to avoid it, as it can easily lead you astray.
longform.asmartbear.com
January 10, 2026 at 7:46 PM
On 'Who Wants to be a Millionaire,' the audience is right 91% of the time.
That's better than phoning a smart friend with internet access.
Crowd wisdom works!
But also “design by committee” 𝘥𝘰𝘦𝘴𝘯’𝘵 work…
That's better than phoning a smart friend with internet access.
Crowd wisdom works!
But also “design by committee” 𝘥𝘰𝘦𝘴𝘯’𝘵 work…
There customers who you cajole and convince to buy.
There’s those who made a choice, and bought.
There’s those who already wanted to buy, and found no reason not to.
Take them all, of course, but this difference is the key to target-segment and product/market fit.
There’s those who made a choice, and bought.
There’s those who already wanted to buy, and found no reason not to.
Take them all, of course, but this difference is the key to target-segment and product/market fit.
January 10, 2026 at 3:50 PM
There customers who you cajole and convince to buy.
There’s those who made a choice, and bought.
There’s those who already wanted to buy, and found no reason not to.
Take them all, of course, but this difference is the key to target-segment and product/market fit.
There’s those who made a choice, and bought.
There’s those who already wanted to buy, and found no reason not to.
Take them all, of course, but this difference is the key to target-segment and product/market fit.
Sometimes I appeal to other people and companies to make a point.
But the truth is, I can find an example for anything, and a counter-example.
So who cares. This is my style, evaluated by you. The end.
But the truth is, I can find an example for anything, and a counter-example.
So who cares. This is my style, evaluated by you. The end.
January 9, 2026 at 10:28 PM
Sometimes I appeal to other people and companies to make a point.
But the truth is, I can find an example for anything, and a counter-example.
So who cares. This is my style, evaluated by you. The end.
But the truth is, I can find an example for anything, and a counter-example.
So who cares. This is my style, evaluated by you. The end.
“These things I can’t delegate, because only I can do it.”
^^^ Could be because truly you're the only human who ever 𝘤𝘰𝘶𝘭𝘥 do it.
Or it's because you're hoarding information and not communicating.
The latter is a bad reason to be a bottleneck.
^^^ Could be because truly you're the only human who ever 𝘤𝘰𝘶𝘭𝘥 do it.
Or it's because you're hoarding information and not communicating.
The latter is a bad reason to be a bottleneck.
January 9, 2026 at 10:28 PM
“These things I can’t delegate, because only I can do it.”
^^^ Could be because truly you're the only human who ever 𝘤𝘰𝘶𝘭𝘥 do it.
Or it's because you're hoarding information and not communicating.
The latter is a bad reason to be a bottleneck.
^^^ Could be because truly you're the only human who ever 𝘤𝘰𝘶𝘭𝘥 do it.
Or it's because you're hoarding information and not communicating.
The latter is a bad reason to be a bottleneck.
ICYMI: Fresh new article dropped:
When you stop trying to sell people who aren't a good fit, you create space for 3x more sales pitches, each with 3x the close-rate.
When you stop trying to sell people who aren't a good fit, you create space for 3x more sales pitches, each with 3x the close-rate.
Creating space
Do less, to create the space to be great.
longform.asmartbear.com
January 9, 2026 at 2:37 PM
ICYMI: Fresh new article dropped:
When you stop trying to sell people who aren't a good fit, you create space for 3x more sales pitches, each with 3x the close-rate.
When you stop trying to sell people who aren't a good fit, you create space for 3x more sales pitches, each with 3x the close-rate.
In strategy books -- and my own articles -- you’re told to cold-heartedly select the perfect market segment through numbers and strength-matching.
In real life, successful companies often just got out there and pivoted around.
But also, most of those attempts failed.
In real life, successful companies often just got out there and pivoted around.
But also, most of those attempts failed.
January 9, 2026 at 3:56 AM
In strategy books -- and my own articles -- you’re told to cold-heartedly select the perfect market segment through numbers and strength-matching.
In real life, successful companies often just got out there and pivoted around.
But also, most of those attempts failed.
In real life, successful companies often just got out there and pivoted around.
But also, most of those attempts failed.
Becoming "an expert" is something that happens along the way.
It’s not the goal. It’s not a prerequisite.
And by the time you get there, half of what you know is outdated, and sometimes you’re unsure which half.
So don’t worry about being an “expert.”
It’s not the goal. It’s not a prerequisite.
And by the time you get there, half of what you know is outdated, and sometimes you’re unsure which half.
So don’t worry about being an “expert.”
Enough with the “expert” guilt
Tired of being told you need “10,000 hours” before you can call yourself an “expert,” and maybe become a “success?” Maybe you don’t.
longform.asmartbear.com
January 8, 2026 at 10:05 PM
Becoming "an expert" is something that happens along the way.
It’s not the goal. It’s not a prerequisite.
And by the time you get there, half of what you know is outdated, and sometimes you’re unsure which half.
So don’t worry about being an “expert.”
It’s not the goal. It’s not a prerequisite.
And by the time you get there, half of what you know is outdated, and sometimes you’re unsure which half.
So don’t worry about being an “expert.”
Feeling overwhelmed is normal. If you’re doing the work of an entire team, you SHOULD feel overwhelmed sometimes.
It's concerning if it never happens, indicating a lack of introspection or overconfidence.
Only concerning if it’s every day for months without break.
It's concerning if it never happens, indicating a lack of introspection or overconfidence.
Only concerning if it’s every day for months without break.
January 8, 2026 at 3:47 PM
Feeling overwhelmed is normal. If you’re doing the work of an entire team, you SHOULD feel overwhelmed sometimes.
It's concerning if it never happens, indicating a lack of introspection or overconfidence.
Only concerning if it’s every day for months without break.
It's concerning if it never happens, indicating a lack of introspection or overconfidence.
Only concerning if it’s every day for months without break.
Going for a walk is healthy -- moving, sunshine, etc..
Also you’ll get ideas that you won’t get by staring at the screen or scrolling social media.
So, make the time.
Also you’ll get ideas that you won’t get by staring at the screen or scrolling social media.
So, make the time.
January 7, 2026 at 10:42 PM
Going for a walk is healthy -- moving, sunshine, etc..
Also you’ll get ideas that you won’t get by staring at the screen or scrolling social media.
So, make the time.
Also you’ll get ideas that you won’t get by staring at the screen or scrolling social media.
So, make the time.
The other person is the expert -- they’ve done it 120 times; you’ve done it 0 times.
But also they have a vested interest in telling you P, even if P isn’t quite true, or isn’t even remotely true.
But maybe P really is true.
So… how can you tell?
But also they have a vested interest in telling you P, even if P isn’t quite true, or isn’t even remotely true.
But maybe P really is true.
So… how can you tell?
January 7, 2026 at 8:51 PM
The other person is the expert -- they’ve done it 120 times; you’ve done it 0 times.
But also they have a vested interest in telling you P, even if P isn’t quite true, or isn’t even remotely true.
But maybe P really is true.
So… how can you tell?
But also they have a vested interest in telling you P, even if P isn’t quite true, or isn’t even remotely true.
But maybe P really is true.
So… how can you tell?
ICYMI: Fresh new article dropped:
What you decide to stop doing, or never do, gives you the space to do whatever is better.
And there’s 100x more of those (without exaggeration).
So, you could start there, and start deleting.
What you decide to stop doing, or never do, gives you the space to do whatever is better.
And there’s 100x more of those (without exaggeration).
So, you could start there, and start deleting.
Creating space
Do less, to create the space to be great.
longform.asmartbear.com
January 7, 2026 at 2:57 PM
ICYMI: Fresh new article dropped:
What you decide to stop doing, or never do, gives you the space to do whatever is better.
And there’s 100x more of those (without exaggeration).
So, you could start there, and start deleting.
What you decide to stop doing, or never do, gives you the space to do whatever is better.
And there’s 100x more of those (without exaggeration).
So, you could start there, and start deleting.
“I saw myself sitting in the crotch of this fig tree, starving to death, just because I couldn’t make up my mind which of the figs I would choose. I wanted each and every one of them, but choosing one meant losing all the rest, and, as I sat there, unable to decide, the figs began to…
(1/2)
(1/2)
Creating space
Do less, to create the space to be great.
longform.asmartbear.com
January 6, 2026 at 10:16 PM
“I saw myself sitting in the crotch of this fig tree, starving to death, just because I couldn’t make up my mind which of the figs I would choose. I wanted each and every one of them, but choosing one meant losing all the rest, and, as I sat there, unable to decide, the figs began to…
(1/2)
(1/2)
There no external line when you have “made it.” You decide that for yourself, and it may or may not change as you get more experience.
Don’t let anyone else set it for you.
Don’t let yourself set it too low.
Don’t let anyone else set it for you.
Don’t let yourself set it too low.
January 6, 2026 at 7:33 PM
There no external line when you have “made it.” You decide that for yourself, and it may or may not change as you get more experience.
Don’t let anyone else set it for you.
Don’t let yourself set it too low.
Don’t let anyone else set it for you.
Don’t let yourself set it too low.
You must decide whether “great UX and UI design" is core to your startup's identity and act consistently.
It can be the most important thing or not important at all, but you have to pick.
It can be the most important thing or not important at all, but you have to pick.
On the (un?)importance of design
You redesign your entire website, customers and employees say it’s better, but none of the metrics change… Does design even matter?
longform.asmartbear.com
January 6, 2026 at 3:36 PM
You must decide whether “great UX and UI design" is core to your startup's identity and act consistently.
It can be the most important thing or not important at all, but you have to pick.
It can be the most important thing or not important at all, but you have to pick.
Startups are a time-warp where days feel like weeks and months feel like weeks.
January 5, 2026 at 10:22 PM
Startups are a time-warp where days feel like weeks and months feel like weeks.
What would convert your “satisfied” customers into “fanatics?” That would advocate for you?
Those are the ones creating word-of-mouth, those are the ones who won’t cancel even if something bad happens, those are the ones indicating you’re really doing something great.
(1/3)
Those are the ones creating word-of-mouth, those are the ones who won’t cancel even if something bad happens, those are the ones indicating you’re really doing something great.
(1/3)
Creating space
Do less, to create the space to be great.
longform.asmartbear.com
January 5, 2026 at 8:15 PM
What would convert your “satisfied” customers into “fanatics?” That would advocate for you?
Those are the ones creating word-of-mouth, those are the ones who won’t cancel even if something bad happens, those are the ones indicating you’re really doing something great.
(1/3)
Those are the ones creating word-of-mouth, those are the ones who won’t cancel even if something bad happens, those are the ones indicating you’re really doing something great.
(1/3)
Building things is so much more fun than (1) finding people, (2) getting busy people to talk to you, (3) and tell the truth, (4) and then finding out they didn’t want what you built.
That’s why you build into oblivion.
And why it’s wrong, if this is supposed to be a company.
That’s why you build into oblivion.
And why it’s wrong, if this is supposed to be a company.
January 5, 2026 at 2:50 PM
Building things is so much more fun than (1) finding people, (2) getting busy people to talk to you, (3) and tell the truth, (4) and then finding out they didn’t want what you built.
That’s why you build into oblivion.
And why it’s wrong, if this is supposed to be a company.
That’s why you build into oblivion.
And why it’s wrong, if this is supposed to be a company.
Your best marketing and selling will happen at the intersection of what’s natural and joyful for you, and where your customers already congregate and look for answers.
If that intersection is empty, that might mean you’re not the right person to execute this strategy.
If that intersection is empty, that might mean you’re not the right person to execute this strategy.
January 5, 2026 at 5:05 AM
Your best marketing and selling will happen at the intersection of what’s natural and joyful for you, and where your customers already congregate and look for answers.
If that intersection is empty, that might mean you’re not the right person to execute this strategy.
If that intersection is empty, that might mean you’re not the right person to execute this strategy.
Koan #21
“I’m in stealth mode!”
“Are other people are desperately trying to find out what you’re doing?”
“No.”
“Will it take a well-funded competitor more than 6 months to copy your idea, if they wished to?”
“No.”
And the student was enlightened.
“I’m in stealth mode!”
“Are other people are desperately trying to find out what you’re doing?”
“No.”
“Will it take a well-funded competitor more than 6 months to copy your idea, if they wished to?”
“No.”
And the student was enlightened.
January 4, 2026 at 11:47 PM
Koan #21
“I’m in stealth mode!”
“Are other people are desperately trying to find out what you’re doing?”
“No.”
“Will it take a well-funded competitor more than 6 months to copy your idea, if they wished to?”
“No.”
And the student was enlightened.
“I’m in stealth mode!”
“Are other people are desperately trying to find out what you’re doing?”
“No.”
“Will it take a well-funded competitor more than 6 months to copy your idea, if they wished to?”
“No.”
And the student was enlightened.
Just published a new article! 👇🏾
Do less, to create the space to be great.
Many thanks for spreading the love with ❤️ and 🔁!
Do less, to create the space to be great.
Many thanks for spreading the love with ❤️ and 🔁!
Creating space
Do less, to create the space to be great.
longform.asmartbear.com
January 4, 2026 at 3:20 PM
Just published a new article! 👇🏾
Do less, to create the space to be great.
Many thanks for spreading the love with ❤️ and 🔁!
Do less, to create the space to be great.
Many thanks for spreading the love with ❤️ and 🔁!
One way for a product to be “viral” is to require that others use it, in order for it to have value. (Like collaboration tools.)
Another is that users are highly motivated to share, like Wordle.
The latter is of course difficult to create, but magical when it works.
Another is that users are highly motivated to share, like Wordle.
The latter is of course difficult to create, but magical when it works.
January 3, 2026 at 10:39 PM
One way for a product to be “viral” is to require that others use it, in order for it to have value. (Like collaboration tools.)
Another is that users are highly motivated to share, like Wordle.
The latter is of course difficult to create, but magical when it works.
Another is that users are highly motivated to share, like Wordle.
The latter is of course difficult to create, but magical when it works.