Head of Growth (Anthropic): “Claude is growing itself at this point” | Amol Avasare

Summary

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Lenny’s Podcast – Episode Summary

Anthropic’s $1B to $19B Growth Run: How Claude Became the Fastest-Growing AI Product in History

Guest: Amol Avasare, Head of Growth at Anthropic
Host: Lenny Rachitsky
Release Date: April 5, 2026

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Overview

In this episode, Lenny interviews Amol Avasare, Anthropic’s Head of Growth, to unpack how Anthropic and their flagship AI product, Claude, achieved unprecedented exponential growth—from $1B to $19B ARR in just 14 months—making Claude the fastest-growing AI product in history. Amol shares previously untold details on Anthropic’s growth tactics, org structure, the automation of growth via AI, and the company’s culture and intense focus on AI safety. He also discusses his winding career path, personal resilience after a traumatic brain injury, and actionable career advice for product managers in the AI era.

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Key Discussion Points & Insights

1. Anthropic’s Explosive Growth Story

• Anthropic skyrocketed from $1B to $19B ARR in 14 months (00:00, 03:22).
• Comparative context: This growth outpaces companies like Atlassian, Palantir, and Snowflake—Anthropic is adding as much ARR in months as others do in decades (01:22).

“We didn’t have the free cash flow or the distribution of a Meta or Google. We didn’t have the first mover advantage of OpenAI. It’s a complete miracle that we’ve gotten to the stage we have."
— Amol Avasare [00:14]

2. Joining Anthropic: The Power of the Cold Email

• Amol joined Anthropic after cold-emailing Mike Krieger, the CPO (04:14).
• Timing was key, as Anthropic had just started thinking about hiring for growth.
• He attributes his “obsessive testing” of subject lines and brevity for high open rates.
• Advice: Keep reaching out until you get a response (05:40).

“He said I’m the only PM that he’s hired from cold email. I feel very lucky that he decided to respond to my email.” — Amol Avasare [04:14]

3. Inside Life at the Fastest-Growing AI Company

• The growth at Anthropic is a company-wide effort with the lion’s share of success credited to world-class research and engineering orgs (08:35).
• The scale of growth is “insane … just hanging on by the seat of our pants.” (08:35)
• Internally, linear charts are disregarded; all tracking is log-linear to reflect the exponential trajectory (01:06, 08:35).

"Linear charts are just not cool. Everything is log linear. Show me at log linear scale."
— Amol Avasare [01:06, 08:35]

4. Role and Focus of the Growth Team

• Standard growth functions: acquisition, activation, monetization, pricing.
• 70% of time: “Firefighting success disasters”—managing the chaos from things going well and scaling pains (11:21).
• 30%: More strategic and traditional growth work.

"Probably 70% just crazy firefighting, 30% more bread and butter stuff."
— Amol Avasare [13:43]

5. Activation and Onboarding: Embracing Beneficial Friction

• Activation is the hardest part of AI products: helping users reach the “aha moment.”
• Anthropic’s onboarding includes deliberate friction (questionnaires about user intent and interest) to match users to the right product and feature set (18:32).
• Historical success: Improving onboarding quality at Mercury bank—a focus on user experience drove a huge uplift in conversion (18:56).

"The right friction helps, and adding more friction usually works if you do it the right way.”
— Amol Avasare [15:18]

6. Automating Growth with AI: Project CASH

• Anthropic is using their own AI (Claude) to automate growth experimentation via an initiative called CASH (Claude Accelerates Sustainable Hypergrowth) (47:50).
• The four-part growth automation lifecycle:
  1. Identifying growth opportunities
  2. Building the feature
  3. Testing for quality/brand
  4. Analyzing results
• Initially focused on copy/UI tweaks with “junior PM win rates,” but quickly getting better (35:00).

“It’s delivering results. You can press play with it, and it ultimately prints money.”
— Amol Avasare [35:00]

7. The Future of Product & Growth Roles in the AI Age

• Engineers are getting 2-3x leverage with generative AI; PMs/designers are squeezed to keep up (41:28).
• Anthropic empowers "product-minded engineers" to act as mini-PMs for projects under two weeks (45:00).
• At scale, most PM value is not from shipping, but in up-leveling team decision-making and user insight (47:52, 51:13).

“As a PM with 20 engineers, is it the highest-leverage use of your time to ship another feature, or to up-level everything you’re doing and get the user insights better?”
— Amol Avasare [47:52]

8. Org Structure: Focused Bets Over Micro-Optimization

• Growth team is ~40 people; structured by horizontal (platform, monetization) and audience-focused pods (B2B, Claude Code, API, etc.) (25:22).
• Given exponential product value, they bet on large swings instead of focusing on 1% micro-optimizations (27:05, 31:24).

“For us, because of the exponential, the product value that we will deliver in two years time is probably like a thousand x what it is today.”
— Amol Avasare [27:27]

9. Company Culture & AI Safety

• Mission and safety are embedded from the top to the corporate structure (a Public Benefit Corporation) (72:36).
• Willingness to leave money on the table for alignment with Anthropic’s values; growth experiments have hard red lines (72:36–77:19).

“Our purpose, our mission ultimately is to make sure that the transition to powerful AI goes well and is net beneficial for humanity."
— Amol Avasare [72:36]

10. Career & Personal Growth Advice for the AI Future

• Use cutting-edge tools in your workflow; stay adaptable—old playbooks may not work (78:18).
• Go "deep" and build unique interdisciplinary spikes (engineering, design, data, product) (78:18–81:16).
• Resilience and growth through personal constraints: Amol recounts his recovery from a severe brain injury, viewing constraint as a driver for focus and adaptation (100:04).

“Freedom through constraints is like one of the big takeaways I’ve had … you’re forced to adapt and it creates your ... focus.”
— Amol Avasare [105:35]

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Notable Quotes & Memorable Moments

• On the challenge of operating at Anthropic:

  “To come into Anthropic, you need to understand that 50, 60, 70% of how you operate in the past – just throw it out the door.”
  — Amol Avasare [00:34]

• On onboarding and activation:

  “It's really being able to identify what are the characteristics of a user that allow you to recommend them to the right feature or product. And not being shy about adding friction to do that is probably like the single biggest thing that’s important here.”
  — Amol Avasare [15:18]

• On using AI to automate growth:

  “It’s delivering results, right? Like… ultimately prints money. Win rate is like, I would expect a senior PM to do better…but this wasn’t available at all a couple months ago.”
  — Amol Avasare [35:00]

• On intensive company culture:

  “It’s a mission-driven company where people viscerally understand both the upsides and the downsides of the technology … I have not met a single person who’s checked out. Everyone is putting everything they have on the table.”
  — Amol Avasare [83:08]

• On resilience after brain injury:

  “I spent nine months…off work. [At first,] just showering and going to the bathroom—my wife did everything for me… It was not clear to me that I would ever work again.”
  — Amol Avasare [100:04]

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Timestamps for Key Segments

• 00:00 – Anthropic’s unbelievable growth numbers
• 04:14 – How Amol landed the role via cold email
• 08:35 – Life leading growth at Anthropic
• 11:21 – What the growth team actually does (‘success disasters’)
• 14:11 – Clever growth play: importing memory from ChatGPT
• 15:18 – Criticality of strong activation and onboarding
• 25:22 – Anthropic’s growth team org structure
• 27:05 – Betting on big swings, not micro-optimizations
• 35:00 – Project CASH: Automating growth with Claude
• 41:28 – How AI is shifting the balance of PM, Eng, and Design
• 45:00 – Product-minded engineers as mini-PMs
• 72:36 – Balancing growth with AI safety and alignment
• 78:18 – Career advice for PMs/growth in the AI future
• 100:04 – Amol’s traumatic brain injury and recovery

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Additional Takeaways

• Automations at Anthropic:
  Amol uses Claude and Cowork to automate a range of tasks—from monitoring data dashboards to managing meetings, expenses, and even managerial feedback loops (59:17).
• Org Communication:
  Anthropic uses open Slack “notebook channels” where leaders and staff broadly share thinking—improving alignment, transparency, and providing data to AI agents (88:08).
• Advising PMs:
  Develop deep, unique skills; relentlessly adapt to change; and continually experiment with new AI tooling.

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Resources & Recommendations

• Books:

  • “Joy of Living” by Yongey Mingyur Rinpoche
  • “Awareness” by Anthony De Mello
  • “Thinking in Bets” by Annie Duke (107:09)

• Life mottos:

  • “She’ll be right.” (Aussie: It'll be fine.)
  • “Sometimes in life, you just have to go for it.” (110:33)

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Closing

Amol invites listeners to try Claude, apply for open growth roles, and share feedback. The unique culture, product-driven engineering, focus on AI safety, and future-oriented organizational tactics make Anthropic’s journey a case study for anyone in product, growth, or organizational leadership.

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This summary was curated to capture the episode’s major points, insights, and tactical advice for listeners seeking to understand how to build and grow world-class AI products—and how to shape their own careers in the new AI era.

Transcript

[Lenny Rachitsky]

A lot of companies claim to be the fastest growing companies of all time. Anthropic actually is. You guys were at a billion ARR at the start of 2025. The last number I've seen is 19 billion ARR. That's 1 to 19 billion dollars in 14 months.

[Amol Avasare]

Historically, we were very much the smallest, least well funded player in this space. We didn't have the free cash flow or the distribution of a meta or Google. We didn't have the first mover advantage of an OpenAI. It's a complete miracle that we've gotten to the stage that we have.

[Lenny Rachitsky]

Give us just a glimpse of what it's like. Leading growth inside of Anthropic is the

[Amol Avasare]

hardest job I've had in my life. To come into Anthropic, you need to understand that 50, 60, 70% of how you operate in the past. Just throw it out the door.

[Lenny Rachitsky]

One of the cleverest growth moves you all made was this idea of importing memory from ChatGPT.

[Amol Avasare]

Activation is a really big challenge in AI. We are starting to look at how do we automate growth. Our growth platform team is driving this effort called Cash, which is Claude Accelerates Sustainable Hypergrowth. How can we use CLAUDE to automate growth? Experimentation and it's delivering results.

[Lenny Rachitsky]

You're basically living in the future.

[Amol Avasare]

We always talk about the exponential, the product value that we will deliver in two years. Time is probably like a thousand x what it is today. The funniest thing is I've noticed internally, linear charts are just not cool. Everything is log linear. It's just showing me a log linear scale.

[Lenny Rachitsky]

Today my guest is Amal Avasari. Amal is head of growth at Anthropic, which is on the most unprecedented growth run in history. In the past 14 months, they grew from 1 billion to over 19 billion in annual recurring revenue. Just in the past few months, their revenue doubled. They've been growing 10x year over year. This is unheard of at this scale. By the time this episode comes out, their revenue will be even higher. To put this scale in perspective, companies like Atlassian and Palantir and Snowflake, which have been around for 15 to 20 years, each do something like 4 1/2 to 6 billion in ARR. Anthropic is adding this much ARR every few months. And if that isn't interesting enough to you, Amul, who leads growth at Anthropic, is an incredible human. He previously led growth at Mercury in Masterclass. Before that he was a founder and an investment banker. And most interestingly, something that Most people don't know about him is that Amol suffered a severe brain injury. He had to spend nine months relearning how to walk and work and just not be nauseous all the time. He shared this story in a guest post in my newsletter a number of years ago. We actually chat about this during the conversation. These are my favorite kind of conversations because Amol and his team are living in the future and he's come to tell us where things are heading and what's going to change. And in this episode, Amol shares an unprecedented look at how a company like Anthropic operates and grows, including how they think about growth, what parts of the job they've automated, the future of the product and growth roles, how Mole got the job in the first place by cold emailing Mike Krieger, and so much more. Amol is wonderful. And just try to count the number of times that he blew my mind during this conversation. Before we get into it, don't forget to check out lennysproductpass.com for an incredible set of deals available exclusively to Lenny's newsletter subscribers. And with that, I bring you Amol Avasari. Amol, thank you so much for being here and welcome to the podcast.

[Amol Avasare]

Pleasure to be here.

[Lenny Rachitsky]

Head of growth at Anthropic. No big deal. I've had a lot of people come on this podcast from companies that claim to be the fastest growing companies of all time. And Anthropic actually is, if you look at the trajectory, I just have some of the numbers here just so people understand how absurd this is. So you guys were at a billion ARR at the start of 2025, then hit something like 4 billion mid 2025, then 9 billion ARR at the end of 2025. And the last number I've seen is you guys are at 19 billion ARR, which, just to put a couple pieces of context here, one is that's from 1 to 19 billion dollars in 14 months. I have so many questions. First of all, the story of how you actually landed this role is really interesting. Talk about how you got this role.

[Amol Avasare]

Yeah, it's a little unorthodox. So it was funny when I did my onboarding, they walked through what percentage of the cohort came through referrals, what percentage came through applying on the website, what percentage came through sourcing. And I was on none of those. And I was like, okay, this is interesting. And basically the way that I got to Anthropic was that I was actually a user of Claude and I was Using a lot. I was like, man, these guys, like, great product, great company, but they really like, obviously don't have a growth team. And what I did was I just sent Mike Krieger a cold email. He was a chief Product officer. I sent him a cold email saying, like, hey, love what you guys do, love the product. I think you guys badly need a growth team. Want to chat? And I didn't expect he would respond. And you know, he responds and says, hey, yeah, I'm interested. Let's, let's talk. And it's funny, I didn't know. I mean, I wouldn't have known they were not hiring for a growth team. There were no growth PM roles listed, but they were just at that time starting to think about hiring a growth team. So it was very good timing. But yeah, one. One spoke to, spoke to Mike and one thing led to another. He said I'm the only PM that he's hired from cold email. And I feel very lucky that he decided to respond to my email.

[Lenny Rachitsky]

I did not know the story. That is another absurd fact. Clearly you're good at cold email. What did you do in this cold email to get his attention?

[Amol Avasare]

I would say I've basically perfected cold email over the years. So when I was a founder, I had to get really, really good at this. So I sent a lot of cold emails out and just honed the subject line, the message and the tone. And so basically I have in the subject line, the first thing is like from a conversion standpoint, someone sees the email, they need to click on it. And so I have a copy that I've tested that is like very, very high open rate.

[Lenny Rachitsky]

And so wait, what is this copy or is this a secret?

[Amol Avasare]

It's a secret.

[Lenny Rachitsky]

I think we'll keep it. We'll keep some secret.

[Amol Avasare]

So that's one getting them to open. I think the second is then the tactics of you need to understand, like, where are people getting outreach? And if you, if everyone's getting outreach in one area and then you reach out to them there, then you're not going to get as high of a response rate. So you can think about LinkedIn, you can think about work email. These are things that everyone is emailing. So there's ways to get people's personal emails out there. And so that's one thing that I did. And so, okay, I've got his personal email. I know the copy that works. And then it's just keeping it very short on here's who I am, here's why I'd be a good fit and we should chat and these things typically don't work and then you should always follow up a few times. I think my rule of thumb is if I really care about it, I should just keep, keep reaching out to them until they tell me like please stop. And so I would have, I would have kept doing that, but he responded the first time.

[Lenny Rachitsky]

It makes sense that a talented growth person would be very good at cold email and getting people's attention. So that's almost like an interview step as just did I want to read this email. This episode is brought to you by our season's presenting sponsor, WorkOS. What do OpenAI, Anthropic, Cursor, Vercel, Replit, Sierra, Clay and hundreds of other winning companies all have in common? They are all powered by work os. If you're building a product for the enterprise, you've felt the pain of integrating single sign on SCIM, RBAC, audit logs and other features required by large companies. WorkOS turns those deal blockers into drop in APIs with a modern developer platform built specifically for B2B SaaS. Literally every startup that I'm an investor in that starts to explain expand upmarket ends up working with work os. And that's because they are the best. Whether you are a seed stage startup trying to land your first enterprise customer or a unicorn expanding globally, WorkOS is the fastest path to becoming enterprise ready and unblocking growth. It's essentially stripe for enterprise features. Visit workos.com to get started or just hit up their slack where they have actual engineers waiting to answer your questions. WorkOS allows you to build faster with delightful APIs, comprehensive docs and a smooth developer experience. Go to workos.com to make your app enterprise ready today. Okay, so give us just like a glimpse of what it's like to be leading growth inside of Anthropic right now. The most by far fastest growing company in history. Just what is it like?

[Amol Avasare]

Yeah, I'd say it's very much a company wide effort, right? So like yes, we are the growth team. We have done great. I think we've driven a lot of impact. But honestly man, we can't claim too much credit for the success of the company. We as Anthropic are really a model company and an intelligence company first and foremost. And so the lion's share of what has driven our success is our research team. We have the best research team in the world. We have great teams on inference and compute, and then there's many other teams like Claude Code go to market et Cetera, who I think deserve much more credit than us. I think just zooming out, going to some of what you said earlier, that the growth trajectory has just been insane. That 10x year on year revenue growth trend has been there since the beginning. I think 2023 was 0 to 100 mil. 2024 was 100 to 1. Last year was 1 to roughly 10. And I look back to when I joined in 2024, revenue was in the hundreds of millions. And just that trajectory to the end of 2024 and 2025, like week two of when I joined, we're going into 2025 revenue planning and we have these base case and aggressive case scenarios, and Daria's pushing the aggressive case scenario and people are freaking out, being like, how the hell are we going to hit that? And Daria's like, I think we can actually go much higher than that. And I'm coming in like, this place is crazy. There's absolutely no way. And that happened, right? And then you get to the end of 2025 and it's like, okay, law of large numbers, there's going to be a pretty big slowdown here based on, you know, your baseline rate of 10 billion. How are you going to keep growing at this rate? And like, it just like, has not slowed down. And, you know, those numbers are public. The, the 19 billion number you quoted is from the end of Feb. So that is also out of date. And it's app look, it's absolutely insane. Like, the, the funniest thing is something that I've noticed internally is like, linear charts are just like, not completely cool. Like, no one cares about linear charts. Everything is log linear. Show me at log linear scale. And that's a scale we think. And I think overall we're just really hanging on by the seat of our pants. We're trying to manage the growth and do the best that we can for our users.

[Lenny Rachitsky]

I was talking to somebody at Anthropic about you, and they said that basically anytime they want something to grow, they ask you to help, and it works. So you talked about just things are magical and amazing and like, Claude and all the tools y' all build are amazing innately, and that's a big part of the reason they grow. I think many people listening to this will be like, what do you even do? A mole with like a magical micro God, that just can do anything for you. Why do we need a growth person? What do you even do? Talk about just the stuff that you focus on and maybe like a couple of the wins that your team has shipped that has helped accelerate growth.

[Amol Avasare]

I would say like they're not fully wrong, right? Like we're very, very lucky to have the best models in the world. We're very lucky to have products like Claude Code and Cowork. It certainly makes life a lot easier. Having said that, I would say this is like the hardest job I've had in my life. And that's, you know, having been a founder, having been an investment banker and other things like that, it's, it's tough. And if I look at what do we do as a growth team here, I think it's, it's ultimately it's the same categories of things that you would think about at a normal company. So we care about acquisition, how are we getting more, more people in the door, the intent of the people coming through the door. We care about activation, the sign up flow, funneling people to the right products, making them successful. You know, we care about things like monetization, free to paid conversion, pricing and packaging, all of that stuff. The categories of work is the same. I think then probably the big differences is I would say that like roughly 70% of what I spend my time on is what we internally refer to as success disasters. And that is where like things have gone so well that other things are breaking now. And I think anyone who's worked at companies that have gone through rapid growth, you think like Facebook or Uber or Doordash early on, like they understand this viscerally where scaling this much just brings a lot of challenges. So if you think about each of those categories on acquisition, on activation, on monetization, there's just a ton of firefighting jumping from like one urgent thing to another and it's often like extremely painful. And it's funny because you look at all the charts, all the charts are green fully up into the right and everyone's just like it can be quite tough emotionally still. And so you need to sort of step back and just realize we're very lucky to have these problems. But that's 70% of my time I'd say is just these firefighting of success disasters. And I think the 30% remaining is just much more standard bread and butter growth work where it's like more proactive. So you think about okay, if we have limited resources, which, which are the products, we have many different products, which are the products, do we want to put some juice behind what is our long term pricing and packaging look like? Especially given that the technology is changing a lot and, and behavior and engagement trends are shifting and then, you know, things like we have a lot of new products coming up, like, okay, you ship cowork. Now what? Like when is the right time that

[Lenny Rachitsky]

we should lean in as a growth

[Amol Avasare]

team to start optimizing the core adoption funnel for cowork? So it's probably 70% just crazy firefighting, 30% more bread and butter stuff.

[Lenny Rachitsky]

Okay, I'm going to dig into a lot of that stuff. One of the cleverest growth moves y' all made recently was this idea of importing memory from ChatGPT where you just made it really easy and kind of jumped on this trend of people getting really excited about anthropic. Is there anything you could share about the behind the scenes story of that feature?

[Amol Avasare]

We were thinking about what can we do to improve the cold start problem and improve the new user experience. I think that activation is a really big challenge in AI and so that's like one example of something that we shipped that was very specific to a moment in time, but ultimately you zoom out. It's like, okay, how do you really make it easier for people who are signing up to, to have Claude understand who they are and understand how Claude can help them and get them to the right place?

[Lenny Rachitsky]

I want to follow that thread activation. There's something that comes up a ton when I talk to people leading driving growth on AI products. It's just like there are so much stuff trying to get your attention these days for people to get to a place where they okay, wow, this is really going to be something I want to keep using. It proves to be really hard and it's also just unreliable sometimes. It's not going to be magical. It's AI, it's non deterministic. I guess. One is just like how important is focusing on activation, getting people to that aha moment with AI products? And two, what are some things you've learned about how to do that well with cloud or AI in general?

[Amol Avasare]

Yeah, it's a good question. I think that activation, it's critical, right? And defining that as like early activation, call it day zero, day one product experience. I think that historically anyone who's been in growth or been in product understands that that's usually one of the highest levers that you have to actually even increase longer term ret. And I think that the importance of that has just gotten exponentially higher now. Zooming out, I feel like one of the biggest problems in the industry is capability overhang where the models are just getting better so quickly. And the real challenge is on the product side of how do we start to diffuse those benefits to people even internally. There's new models coming internally and you're sitting there, you're so busy. And when it, when you, when a new model is available, you, you need to like, really carve out time to be like, what, what can this do? How do I need to update my priors? And, and if you think about more broadly, for most people, you may have a model that is like, you may have AGI or some, you know, model that can do all sorts of crazy things. But if, if people's instinct is to come there and be like, hey, what's the weather in sf? Then you know, they're not going to get the, the most out of, of the product. And, and so I think that it's tough because the model capabilities are rising so much. So if I think about, okay, back when we had, I don't know, say, like Opus 4, there's a series of things the model can do at that point, and Opus 4.5 unlocked a whole bunch of new things. You think about, okay, we sit there, we've got this new model, Opus 4, the time to then go and run a bunch of tests, figure out, okay, there's the capabilities from this new model, what are the right on ramps to guide people to those features. You know, you run, you run tests, you get the learnings, you then ship a new flow. By then you may already have the next model which unlocks newer capabilities that makes all these learnings irrelevant. Right? So like, it's actually just like a really difficult problem to stay on top of. I think that many of the same things, same old trends in growth and activation remain, I think accurate. Where to me it's like ultimately some of the highest leverage is from finding the right product or the right feature for the right user. And I think that one learning, seeing this time and time again across companies actually like, the right friction helps and adding more friction usually works if you do it the right way. I think that's something I've consistently seen that we've seen here as well. So to me, I think it's really being able to identify what are the characteristics of a user that allows you to then recommend them to the right feature or product. And not being shy about adding friction to do that I think is probably like the single biggest thing that that's important here.

[Lenny Rachitsky]

When I asked Ben Mann, one of the co founders, former podcast guest, what to ask you about, and this is what he highlighted is your experience, especially at Mercury, redoing, onboarding and making it magical and Basically, he's in the same place as you of just how important it is for people to understand what the AI tool is capable of to help people decide to use it and stick with it. Is there an example of something you changed in onboarding that helped significantly improve activation?

[Amol Avasare]

Yeah, it's a great, great question and I like that he brings up Mercury. I talk about their product a lot. So worked on the growth team at Mercury. I think it's a fantastic product. It's something many people use and the reason they use it is because the better banking experience.

[Lenny Rachitsky]

Yeah, I'm a very happy customer. Just to put that out there. I'd love it.

[Amol Avasare]

Great product, highly recommend it. They have a personal banking. Everyone should go and use it.

[Lenny Rachitsky]

Right. They just launched that.

[Amol Avasare]

I think the interesting thing about Mercury is like the core value is that it's a better experience. Right. That's the reason you use it. You're not getting like, better other things, just it's a better product experience. And so the. That ethos is very, very deeply held within the company, comes from a number of the founders. And I think that we had a big push one quarter when I was there on the onboarding flow. So onboarding flows for banking institutions and regulated entities are extremely complex. Like the, the amount of time I've spent on the difference between like a registered agent address and a legal address and a physical address. Like, these things are very, very complex. And we, we basically looked at the onboarding flow and we were like, okay, we, we've invested so much in quality in the rest of the product, but we haven't really done it here. And this is the first experience that people have. And, and so we said, forget metrics, forget growth, forget everything else. As the growth team on conversion, we're going to spend a whole quarter fixing quality in this flow. And so that's all we need to forget the metrics. We're just going to make this as good of an experience as we can and fix all these. Like you go back from one field to the other field and adding in your beneficial ownership details and it actually ended out being like, and probably until I joined here, like the single most impactful quarter that I've ever had as a growth DM in terms of the impact that it had. And so we saw a significant uplift from basically our onboarding started to completion from just focusing on quality. And so that to me is like a broader learning around quality drives growth that I think I've tried to bring to anthropic. I think for us At Anthropic, some of the things that we've done in the onboarding flow is basically like, we asked users questions around who they are, what their interest areas are, and we then use that to recommend different products and features. And like, number of people look at the flow and they're like, you have so much friction. It's such a long flow. And I'm like, we have the data, we're kind of happy with how that's performing.

[Lenny Rachitsky]

What is your kind of a philosophy on friction? Good friction versus bad friction?

[Amol Avasare]

I've just seen time and time again at every job I've been in in growth that adding friction and adding the right steps leads to higher conversion and higher funnel completion. So you want to get rid of, and I think especially if you have high volume, you should test the majority of this and just learn and see, like, does this apply to your business as well? But you, you want to, you want to get rid of annoying friction that doesn't add value. But the, the like. I think the most simple understanding people have is like, just get, just, just, just solve time to value, cut all the steps and just get them into the product. And, and like, that doesn't work most times. Like, I think if you, if you're, if you've really thoroughly tested your flows, I look at the companies I've been at masterclass, if you go through masterclass's purchase flow right now, you'll go through all these steps in this, this quiz. When you land on, when you're trying to buy and it's, you're like, you're like, I came here to buy. And it's taking me through all these questions, what are you here for? Et cetera. I think it's easy to look at that and be like, why, why do they have this? This is like a terrible thing. Just cut it all. And it's like, no, like, that's been thoroughly tested. And actually that was like a significant revenue driver because it helps users feel that the product is for them by understanding what their interests are and then recommending the content and classes there. One of the growth PMs on our team left to join calm, calm.com, the meditation app. If you go to Calm's, you know, their landing page and go through their purchase flow, their login flow, you'll see a quiz. It's like not, not a, not a coincidence. At Mercury, we also tested, I think Imad posted on Twitter, we broke out some steps in onboarding and just having one screen, if you have five or six different form inputs and you often break that into two screens and reduce the cognitive load to people. That is something that performs well. We added steps into the flow there that actually performed well. Same at Anthropic. So I think the takeaway to me is cut friction when it doesn't add to the experience of helping a user understand why the product is for them. But if you can help users understand a product, why a product is for them and like how to use it and what's most relevant to them and it's going to add friction, don't shy away from it, test it, confirm that it works for you. But I think this is like something that most growth practitioners deeply understand and

[Lenny Rachitsky]

for them is really important there. What you described is adding friction to better understand who they are so that you know how to recommend the right thing for them, correct?

[Amol Avasare]

Yes. And like that, that like done right, that just, it just flows through. Right. So it helps you with activation, but then it helps you with life cycle. You know more about those users and why they're here. And, and like, you know, most sophisticated businesses you can then even if someone drops off, you can do like lookalike targeting and you can get them at the ad layer as well. So that that initial piece of how you understand who the user is is just like, it's a juice that just keeps on giving. If you, if you then use it right. For the down funnel.

[Lenny Rachitsky]

Everyone's about to go do a bunch of teardowns of clouds onboarding, Masterclass onboarding, Mercury onboarding, kind of as a tangent, I was at this PM dinner recently and I was asking all the PMs, how has your role as a PM changed most with AI? Like where is AI most impacted what you do? And one of the PMs answered that is actually doing competitive analysis, doing a bunch of like teardowns of what other people are doing for pricing pages and onboarding. So it's easy to do now just, hey, hey, cowork. I don't know, would you cowork for this or cloud? What would you use for that? Okay, this is good. Help people pick which tool to use. If you want to go do a bunch of teardowns of other competitors onboarding flows, what would you use?

[Amol Avasare]

You can use, you can use Cowork for this, right? So we have Cowork with the Chrome extension. So if you task Cowork with a chrome extension, go and look for these flows and show me, give me a view of what's working, what's not. That's definitely something that Cowork can do cool.

[Lenny Rachitsky]

I think imagine that's one of the challenges is like you have all these tools now. Just which ones for me, by the way, the chrome extension, I use it all the time. It's amazing. I want to drill a little bit further into the growth org. There's this whole meme on Twitter the other day of just like you have one growth marketer driving all growth at anthropic and like, okay, that's crazy. What's like how many growth people are there? What's kind of the rough org structure of the growth team?

[Amol Avasare]

We're roughly maybe 40 people now. And so we are I think structured very much like a traditional growth team in that we have sort of horizontals of growth platform and monetization who think about the sphere of growth across the entirety of our products. And then we're, we have more sort of audience focused growth pods. You can think about like B2B growth. You can think about cord code growth, knowledge worker growth, API growth. So, so really like these audiences to, to keep a narrow focus, which is the thing you have to do when you have so many different products and then these, these horizontals that, that sort of think about things across, across the board.

[Lenny Rachitsky]

And is it across a team of engineers, designers, PMs? What's kind of like the functions within this growth org?

[Amol Avasare]

Yeah, it's engineers, designers, PM's data. I think that overall the shape of the org is quite similar to I'd say a traditional growth team. Probably the things that may be different is that I think that we index a lot more towards larger swings as opposed to smaller optimizations. Like if I think about a traditional growth team, I would have probably done maybe 60, 70% of my time on small to medium bets, 20 to 30% on larger swings. And I think that for us we flip it a lot. Like we do much more the other way where it's sort of 70, 30 or more like 5050 rather than indexing towards smaller bets. That's probably one of the biggest changes.

[Lenny Rachitsky]

I think just to highlight that what's interesting there is at the scale you guys are at like a 1% win is massive in the scheme of things. So it's interesting that even at the scale you're at, you're not focusing on these micro optimizations.

[Amol Avasare]

It is easy. Like you could easily focus on these small optimizations and then you tally them up at the end of the quarter and you're like, look how much impact we made.

[Lenny Rachitsky]

And like you could do that another billion.

[Amol Avasare]

Yeah, but the thing is like we've been tracking at 10x year on year and we, we, we, you know that's like the, the thing that we, we sort of keep in mind and I think it like ultimately comes down to our f fixation of this company about the exponential. I think if you look at anyone who's talking about, talking from anthropic about basically anything, we always talk about the exponential like it's is effectively as model capabilities continue to grow on an exponential and, and the, the tools around them enable a better job of, of diffusing that into useful use cases. You basically just keep unlocking new markets that where the value of those markets significantly dwarfs what the value of the previous markets were. And agentic coding is a great example. It didn't exist a year and a half ago and then now just the value of agentic coding is bigger than the previous market AI coding use. And so and I think that is like the core thing here which is that the future product value is an order of magnitude higher than it is today. And I think about, I don't know like a normal business, like a number of companies that I've maybe mentioned or like a trading app or like a grocery delivery product. Like many of the like the leading companies are great businesses. But if I think about what is the product value that a company like a standard, like call it a grocery delivery app. Like what is the product value you get as an end user today versus two years from now. I look at it as like again, two years from now, even if you're shipping all these new products as an end user, the value you get from that product maybe goes up like 30 to 50% if the company's done a really good job of shipping new features. It's not exponential though. And so if I think about okay, you're here today, in two years you're going to have 30 to 50% more product value then as a growth team. The like relative differential of the product value two years from now relative to today, I can actually capture like a decent percentage of that with the small to medium optimizations that typically have higher conviction as opposed to like larger bets. But for anthropic it it's not really that way where, where the, because of the exponential and our products being very very very the product value coming from AI the product value that we will deliver in two years time is probably like a thousand x 100 to a thousand x what it is today. And so if I think about that and it's like there's so much value on offer, you need to shift more towards, okay, we need to take larger bets and we need to not sort of miss the forest for the trees. And so that's why we still do all the small optimizations. It really matters and no one else is going to do some of these things and so we need to do it. The compounding value is not immaterial, but we do take on much larger core product type of swings as well. So you mentioned the chrome extension that is now the thing that underpins a number of use cases on cowork and called code as well. And that's something that the growth team built. That's like a very like AI peeled product. That is like a very research heavy product. But we, we were just bullish on it. We had an engineer who was very bullish on it and we were just like, hey, no one else is doing it, we're going to do it. And so that's the sort of thing that I wouldn't have done at another company.

[Lenny Rachitsky]

Oh wow, that's. I did not know that. So the takeaway, one takeaway here is like, you know, there's like stuff to extract from your advice that is like only true and anthropic and then there's what can other companies learn from this experience that you've had? So one is, is your sense that if you're working in AI, shift more of the pie chart towards bigger bets because in the future the opportunity is so large you want to get find those as soon as possible versus micro optimize.

[Amol Avasare]

To be more specific there it's, I would say that it's. If the primary value that your product delivers is underpinned by AI as, as a, a central element of it, then I think you should operate this way. So I don't know companies like Lovable Cursor, you know all these like great businesses that are like it's as the exponential rises their, their value props are also going to continue to rise significantly. Like if, if you're building a product where it's like it's an AI first product, then I would definitely operate in this way. I think if you're building a product where you're. It's not necessarily an AI first product and you have some AI features that are on the side, but it's not the core of your value. I don't know that I would operate this way. It would need to do. It would depend on how is the rest of the product org staffed and how is the growth org staffed in relation to that.

[Lenny Rachitsky]

Okay, awesome. And Then in terms of the way you're structured, I thought that was really interesting. It's like a combination of different sorts of things. So there's like the API growth, there's cloud code growth, but then there's also like Personas like vertical of like knowledge workers and B2B. Is that intentional? Like some specific bets and one just kind of like broad market opportunity.

[Amol Avasare]

When you have like one product, it's easier to have a growth team that's more like purely on the funnel. Right. It's like okay, you have the conversion, you have activation, you have monetization, but as you start to get into having multiple products, I think that's harder because if you do that then you know, if you just have like one activation team for example, but then you have, you have cowork, you have all the other things. They're very different audiences and they're very different sets of cross functional stakeholders internally. So we're kind of looking at what is the thing. And all org structures are not perfect and they're right for a point in time but we're looking for what is the structure that allows us to have as much focus. Focus is a really big thing on audience and problems. And also the tie ins to cross functional partners is really, really important. Like the folks in our Claude Code growth team, like they work extremely closely with Kat and Boris and the others on that team and so that, that tie in is, is is really important as well.

[Lenny Rachitsky]

So you've done growth at a lot of different companies, a lot of basically let's call it traditional growth before anthropic. How else is growth as a function and as a skill set changing with the rise of AI, AI products, AI startups.

[Amol Avasare]

I think if your core product value is very backed by AI then it is shifting where you're skewing more towards larger bets as opposed to smaller medium experiments. I think in other things maybe a big thing related to this that I think will accelerate this, which I am really interested to see how it will play out, is we are starting to look at how do we automate growth, which I think is a really interesting area. So our growth platform team, we have, we're very lucky. We have like Alexei Kamisarok who teaches growth engineering at Reforge and he's just like the guy on the team and so he is driving this effort. The name is a little cringy. I didn't come up with it. And it's like it's called Cash, which is Claude Accelerates Sustainable Hypergrowth. I did not come up with that. But really it's an effort to look at how can we use Claude to automate growth experimentation. And it is still very, very small. It's still very, very early. We kicked it off only I think a couple of months ago. I think before Opus 4.5, it wasn't really possible. We were just not seeing the results. And more recently with Opus 4.6, we're like, okay, this is headed in the right direction. And so this I think is, it will happen more and more across the industry where basically, if you think about, okay, I think this can happen all across product, but growth teams in particular, because there's this whole body of work that is very small. Optimizations, I think are just more inherently suited to tackle this earlier. I think if you think about the life cycle of shipping, there's sort of four parts to it. One is identifying opportunities, like how good is Claude at actually identifying opportunities based on different trends, based on previous trends that Claude has seen in the past. Second is then building the actual feature and getting it ready to ship. Third is testing and ensuring that it meets your quality bar and your brand bar. And then fourth is then once you've actually shipped the thing, analyzing the data, gathering the learnings. If you think about that as the loop of, okay, these are four things that you can eval and hill climb on each of these areas and understand how good is a model doing for you there. And we basically think about it in that like the four ways and we are scoring how good is Claude doing in each of those areas? And so we've been testing this with pretty small scale right now. It's been a lot of copy changes and some very minor UI tweaks. It's, it's, it's, it's delivering results, right? Like, and it's like you can push it, press play with it, and it's like it ultimately prints money. Where I'd say that the win rate is like, I would expect a senior PM to do better. Like, I, I would say like this is like a junior pm, like two, three years in. I would say this is like the, the win rate that I would expect from, from like a junior pm, but it's not quite at the senior PM level. Although I think like you look at the exponential, this wasn't available at all a couple of months ago. So it's getting better rapidly and I think that it's going to change where you'll be able to do this for larger and larger types of experiments. But then when you think about the largest types of experiments. I think that I mentioned the four pieces around sort of identifying opportunities, building, testing and shipping. The one I didn't mention there, Lenny, is cross functional stakeholder management.

[Lenny Rachitsky]

There's still a need for human brains. Yes, there it is.

[Amol Avasare]

And I think that one is going to mean that in my eyes, the work of PMs is not going away actually anytime soon. And that piece, especially for larger projects, you don't need to do as much of it. For smaller stuff, right, you can skip it. But for larger stuff, that piece is

[Lenny Rachitsky]

not going away until the other stakeholders are their own little agents running around.

[Amol Avasare]

I think that's right. I think that would be the point where I've changed. It's funny. Had like a difficult meeting a couple of weeks ago and me and my, our head of design, Joel, we were debriefing afterwards and he pings me just like Amal. We will have AGI and it will still be impossible to get six people in a room to, to get to align. And I'm like, yeah, I think that's,

[Lenny Rachitsky]

I can see that that's a, like, what's the harder alignment problem? Oh, okay. This is so interesting. And this is exactly where I feel like things are going. So just to be clear what you shared here, there's basically this tool that comes up with experiments to run to help grow Claude and all the tools. So it comes up with idea, somebody looks at them, proves, cool, let's do these things, builds it, ships it, tests the results, see how it's doing, and then comes back like, here's things that are working. Is that roughly right?

[Amol Avasare]

It's roughly right. And like we, right now we have human in the loop approving. But like the amount of time I kind of think about scale in this way of just like week on week, Are things getting better in each of the areas? Are people spending less time on each of the areas? Are the results getting better in each of the areas? And as long as like week on week that's getting better, then you're like, okay, this whole initiative is like scaling. And so that's roughly right. But you can think about it as, I think a lot of this can be automated where human review is not needed. So we care a lot about brand, right? So that is something that we do look at right now. We don't want to be shipping something that goes against the brand. But then you can have a skill that contains your brand guidelines and very clear yet do's and don'ts on brand. And so all of these types of accompaniments I think are going to get better, the model is going to get better at understanding how to use them. And so over time, I think that the need to human review this really, really decreases significantly.

[Lenny Rachitsky]

Yeah. And you could always unship it if it's like, oh, yeah, that was actually not a great idea. And that's such a good point that we like, we think we need people to do these things forever. And it turns out, okay, a skill could do this really well. Here's our brand guidelines, here's our vision, here's our mission, here's our goals, here's what matters to us. Okay, let's not ship that thing. So the reason I think this is so interesting, this is like I've just been watching the expansion of AI, doing more of the product development process, in this case the growth process of just, okay, it went from helping you write code to like writing all your code to reviewing your code. Now it feels like, what are the other ends of this? The two ends around this? It's kind of going from the middle out. The top of that is coming up with what to do. And then there's like the alignment stuff, still very hard. And then on the other end, it's reviewing the code and then shipping it and then get distribution. That's like a whole other thing I want to talk to you about. So what I'm hearing here, and this is exactly what I thought was going to start happening, is AI is now getting really good at telling us what to do, not just taking our orders and building it. And it feels like the growth version of this is where it starts because it's so much simpler, just not that growth is easy, but just like it's data driven, there's this loop that you talk about. So I think this is such an interesting sign of things to come across just generally product. Yeah, just putting that out there. Okay, so something that I'm constantly thinking about along these lines is just the future of product, PM engineering, how those roles shift over time. Based on the stuff we're talking about, how are you working together as a triad and where do you see these roles going? What's most going to change, do you think, across these three roles?

[Amol Avasare]

This is like something that we talk about and think about frequently and the picture changes rapidly. So sometimes when things break, execution, like the bottlenecks break. Historically in the past, it's like, okay, now you need to hire more engineers, you need to hire more designers, et cetera. And it's more just like a life cycle thing of like, where is the life cycle of your team and that specific pod to identify where the bottleneck is. But now when things break, you need to still look at it of like, okay, is it like the actual ratio or is there also underlying technological shifts that are also causing this to break? And so that's like a, an interesting thing. I think that smaller companies, like if I'm at like a 15 or 20 person company, I'm like the only PM there working with some designers and engineers. I think in the smaller companies you'll see probably like the biggest blend where like the PM will be doing all sorts of, they'll be designing shipping, etc. And I think you just have extreme bifurcation. You know, larger organizations, more scaled organizations. I think the jury is still very much out. Like you speak to people even internally here and different people in different teams have different views of like, okay, how much of these roles coming together versus how much of these roles going, going to be separate. I think that it's not to say like even the PMs like number of PMs are shipping and themselves shipping and pushing PRs etc. But if I look at okay across what I'm seeing, I think that it's clear that while PMs and designers are getting more leverage from AI, engineering is getting the most leverage right now. And I look at tools, Claude code and like they, the, the amount of leverage engineers are getting from them is higher than I think the amount of engineer, the leverage that designers and PMs are getting from them today now that this like rapidly also changing. But that, that to me is like my view today. And so if you think about okay, a default team which is say five engineers, one designer, 1pm with cord code, that, that, that five engineers is like 2 to 3X, right? And the PMs and designers have also increased, but now they're managing what is effectively a much larger group of engineers. And so even though like the headcount and the org structure hasn't changed, you're now just dealing with a situation of maybe 15 to 20 engineers in the old world, one and a half to two PMs and like maybe one and a half to two designers. And so we're seeing that that's putting a lot of strain on PM and design. And it's not everywhere. I look at teams like Claude code and I think that org, because that product is so technical, it's probably just the right thing where the PMs are all basically engineers themselves anyway. But we had a product like a PM lead on site, the Other week and we were all just talking about this where across the board they're feeling this. We're PM and design is just squeezed, it's just absolutely squeezed and we're like, is the right thing here. We just need to actually hire like a ton More, more PMs. And, and that, that could, it could actually be where we, we, we, we land, you know, on growth. How I think about it is like one, we are hiring a number of growth PMs. We, we desperately need people who are very, very good and we are, we are hiring. So if you, if you are excited by what we're doing and please, please feel free to apply, would love to, love to chat and let's craft, maybe

[Lenny Rachitsky]

craft an amazing cold email to you.

[Amol Avasare]

Yeah, yeah, yeah, feel free to craft that email. So that's one is I think we are going to be hiring a number of PMs. But then the second thing that we do is we very much hire product minded engineers. I think this has always been the best thing to do in growth. Like you always want to have the engineers coming up with ideas, etc. And so we especially people who can really like step in as mini PMs if people, if the PM is absent. And so we're like basically more formally leveraging that right now because we are so stretched. So the frame that we have is that if a project is less than is two weeks of engineering time or less, then the engineer is on the hook to effectively be the PM for that. And so that means things like talking to security, talking to legal, talking to cross functional stakeholders. And the engineer is very much driving that. The PM will get looped in and they'll advise if needed. And if something is like, like wildly going off track, then they'll step in. But they're much more in an advisory capacity versus execution. If a project is more than two engineering weeks, then the default is that the PM should continue to be on the hook for making that go well. And they still delegate more to Eng, but they're like squarely accountable. It's not like fully clean cut. It's like use your head like if this is a one week thing, but it's extremely controversial. Like the PM should probably still drive it. But that I think is like the approach that I expect more companies will start to do which is just deputize the engineers to be mini PMs. Now not everyone can do it, right? So the PMs, the engineers who are more product minded, suddenly their value goes up significantly like, like an order of magnitude. And then I think we will probably still be hiring a lot, a lot of PMs.

[Lenny Rachitsky]

There is so much interesting stuff I want to follow up on here. Okay, so one is this idea of two weeks. Just briefly. I always joke as a pm, you can go on vacation and be away for like a couple weeks from your team and things are going to be all right. Like they'll, you know, there's like a momentum, there's a plan, people keep operating. And it feels like that's kind of this rule of thumb you use of just, okay, if it's a two week project, you'll be all right without a pm. You can handle it. I love that those two connect. Okay, the other here is so interesting. So you're saying here that because engineers are so accelerated and this all makes sense, PMs in design are kind of just like, holy shit. It was like hard to keep up with this pace of engineering. And what you're saying is you need more and more PMs to keep up. That's one route. Or it's engineers that can PM essentially, which is so funny. It's just like, okay, great use for product managers until more of the PME stuff can be done by AI. But that's a really interesting trend. I don't know, is there anything else there? Just like, oh, wow, we actually may need more PMs. The ratio of more PMs fewer engineers might be the future.

[Amol Avasare]

Yeah, I think this is like, it just like really depends on the industry, the size of company. Any company where you're building something that's like much more developer focused, like you're going to rely on the engineers a lot more earlier companies, you don't have as much of this like cross functional coordination, stakeholder alignment nonsense that you need all these PMs for. So you, you can like get by with less. But then as a company scales and like if I think about, okay, now you have this ratio where maybe the, the 1pm became 2PMS from like productivity, that the like 5 engineers became like 20 engineers. The one designer maybe became like 3 designers. If you think about like what is the best use of time for that pm. I think this is like a really interesting thing of like how much should PMs be actually shipping things themselves versus everything else? I think like in the, in, in the world where you're like limited on engineering, the PM should definitely be shipping things. I think in, in today's world it's a good way to like get an understanding of the tools, which is really important. So The PM should be shipping for that reason. But if I'm, if I'm 1, 1pm or 2pm and there's 20 engineers, think about what is the incremental value I can add with, with my time and is it actually shipping like the 21st PM feature or is it saying how am I getting a little bit better at guiding the team on what the right opportunities are? And, and so that's where I think like in this world you may have all these engineers who are like mini pms and the better that happens, like that's like where I would love to be doing more of. But still like if you then get a really good PM who can come in and can like improve that, the like why and the what and why and the what, particularly by like 5%. That is like such a high leverage hire.

[Lenny Rachitsky]

This is such an interesting insight you're making. It's like so counter to how a lot of people are thinking PM is evolving. Like what I'm hearing here is because PMs are so behind because engineers are just getting so much done. There's like many people here. Okay. You need to be prototyping, you need to be shipping PRs as a PM. What you're saying, which I completely agree with, is your time is much better spent helping PM basically and helping the engineers become better PMs themselves. And the leverage there is a lot higher than you spending time coding shipping prs in most cases.

[Amol Avasare]

I think that's true in certain circumstances. I think that as a smaller company, I don't know that that's the case in a smaller company where it's all hands deck. I, I think you, you, you probably need to be shipping. I think if you're in a company where like budgets are very tight and engineers are very tight and you, you know, you're not able to just hire because money is unlimited, then like you need to do what the, what is needed to, to accelerate the, the, like the, the impact your team's going to have. Right. So there's going to be a number of cases where like as a pm, the right thing to do is to be like, screw it, I am shipping. And like I am, I am going it the way. But I'm talking here more about the larger companies, more scaled businesses. Yeah. If you have 20 engineers, is it the highest use leverage of your time to ship an extra feature or figure out how do I up level everything that we're doing, get the user insights better, et cetera?

[Lenny Rachitsky]

Yeah. And I think there's also an element of Shipping to learn, building a prototype so that you can have a better opinion. Like a lot of people talk about just going to try three things, see how it goes and that'll help inform the roadmap. This is now the PRD is look at it instead of talking about it. So there's a lot of value there still.

[Amol Avasare]

That's, that's, that's very true. I think that's a great, that's a great point. So like even for me now, where we've got number of PMs, we've got many engineers, there are certain times when I'm like, I want to articulate the idea I have in my head. It's just better for me to prototype it and show it right. So I think that that is really important. And then you know, we are very scrappy. So like we're like a big, big company by by name valuation, but we're like extremely scrappy and just the focus internally just like minimize bureaucracy and just like just go. And so probably 70, 70%, maybe 60, 70, 80% of what we, what we ship does not have a pid. I'm like averse to pids. I think I just like, I just like hate documentation. I'm just like go, go, go. Just like cut, cut, cut the blockers. 20, 30% of stuff where it's like it's important, it's really important to get right. Like the documentation should be really good and like that people should spend a lot of time on it. But by and large I think PIDs are just outdated at this point and you can just kick things off with a good team without needing to do that sort of thing.

[Lenny Rachitsky]

Say more about that. What do you do to help make sure. Because people can build so fast or spend a lot of time going in the wrong direction, ship things that are not what you're asking. How do you kick off a project and clarify, here's what we're doing, is it just a conversation or is there anything beyond that?

[Amol Avasare]

It really depends on the size of it. And this kind of goes back to like the two week thing. So that why we have that two week thing. It's more like how do I have some filter to say if we're investing heavily into something, we should apply more thinking behind it versus if it's a smaller set of investments, just go for it. And as a growth team again, you do have a decent amount of these smaller things that you do. So for very small changes, you know, like, oh, there's a thing coming, we need to have an upsell for it. What is the thing we're doing? Like this is just on slack, right? This is just purely on slack. It's just a. Messages back and forth and we'll. I think it also depends on having a good caliber of engineer in there. But engineers can, can understand like hey, I know you said this but like what about that for the audience? And so like we're lucky we have good product minded engineers in that sense. But all these smaller things are very much just on, on, on slack back and forth and, and, and that's what you, you do for the larger things. I think I, I very firmly believe in like a proper kickoff. So we, we still do just. There's so much going on at this place. No one's got time, no one knows what's going on. And so doing a cross functional kickoff, get legal, get safeguards, get everyone in the room and just be like this is all planned to do. What do you care about? What do you care about? What do you care about? Like that, that 30 minute meeting for larger things is just, I think still so important to just streamline all the mess that may happen later if you don't do that work early on.

[Lenny Rachitsky]

What's your approach to crafting that PRD in those cases? Is it like ramble into Claude? Is it, do you have a template?

[Amol Avasare]

Even in those cases there are times I don't craft a PID because we're just, everything's moving so quickly. Right. So there's still some of those cases where I just set up the meeting and then like five minutes before I'll put it into cowork. Like you know, some of my thoughts, what credit. Like here are the things that I need to think about. Spin up like a basic doc and we use it to talk. Other times I won't even have a doc. But if I am creating a pid, I have basically skill, like a skill that I've created and then there's projects with all the previous PRDs in there and then I will. It's pretty simple. Like it has the format down. So I'll just say here are the things I care about, here's the why, here's the problem and flesh out the key considerations, flesh out the cross functional stakeholders, those types of things. But again my default is like if I can avoid the doc and if we can just jump to action, then that's what we should do and increasingly just jump to prototyping the thing. Yeah.

[Lenny Rachitsky]

And that's, that's where I think it'll get so interesting once we can automate more of that. Just like your assistant talking to the legal assistant. Just like ironing out all these little, you know, what's important to you? What's important to the.

[Amol Avasare]

Yes, and it's coming. And I think the legal team has done, like, good enablement around this. Like, we work in versions of, like, how do you. You can think about, like, how can you mimic what someone might say and, like, set up, you know, like a co op, Right. So there's, there's things like that that I think that we have now and then as Claude gets more and more context and gets better at passing long context, I think these are things that Claude will just get better at knowing. One of the, One of the things Lenny's like a slight tangent, but one of the, I think most effective ways I use Claude or most interesting ways I use Claude is it's. I see a number of people doing internally is to, like, help you identify misalignment. This is like, I think something that I found really, really helpful. So with Cowork, you have the Slack MCP then, and you can, you can tell clo work, you can tell cowork to say, basically look across Slack. You know, the projects that I'm working on, these are the things that are top of mind. Go and find me areas of potential misalignment right now. And it does a really, really good job. So this is something that I have scheduled runs every week, Quotes like looking at things and coming back to me and saying, like, hey, I think these things you should be aware of. And so you can think about in that, in that shipping context. It's a similar thing where Cord can basically be looking at what's happening across the company and say, you're thinking about shipping this thing. Here's who you need to talk to. Here's what you need to keep in mind.

[Lenny Rachitsky]

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[Amol Avasare]

We use it pretty extensively across the board. Right. So there's a standard PM stuff like writing docs, brainstorming, looking at data for data. I personally have like a co worker runs on a schedule and looks at sort of 20, 25 different charts every morning. And then so when I, when I come in the morning, there's just so many charts, so many products to track. Cowork will tell me, okay, here are the things that you should pay attention to. Here's like, what is concerning and here are just some like interesting insights.

[Lenny Rachitsky]

And it sends you the update in Slack or how does, what's kind of the workflow?

[Amol Avasare]

I, for me it just shows it comes up in Cowork.

[Lenny Rachitsky]

Right.

[Amol Avasare]

So Cowork has a schedule in the desktop app. Yeah, in the desktop app you can have a scheduled task that you create. And so I have a bunch of Hex links that it will go and look at, uses the Chrome extension for some things and uses MCP for other things. And then it'll just give me a summary. And then I know like, I saw this on few charts that I just like to look at because I just like. I mean I'm this guy. I just like charts open to the right too. So yeah, I'm just like, I like to see the chart, but then there's. There's like a long tail of things and even the medium tail where it's like you don't have time to look at it every day. That if Claude is. Is proactively looking at it and you start to feel good over time of okay, it's like the, the false positive rate is going down, the like false negative rate is going down of the things that code brings to you. Then you just get a little bit more confidence and peace of mind there.

[Lenny Rachitsky]

This touches on an idea I've always had that teams will have is a strategy bot, which just imagine an agent that's just constantly watching metrics, the market, the roadmap, what's working, it's not. And just like Hamill, here's what I think we should do now. Here's the pivot we should take. Here's where we're going to win. Like, it feels like we're very close to that.

[Amol Avasare]

I think we're close. I think we'll get there later this year to like the point where that's very, very effective. That's my gut. I think that level of like proactivity and getting. Looking across a bunch of context and distilling insights, I think is. It's like. You know the thing I mentioned earlier, Lenny, about the alignment piece, like that's like a version of it right now. You're just looking at. Across more data sources. This is something that I use. So I talked about like this some of the standard PM stuff, brainstorming data, uxr. There's a lot of like admin stuff. I just hate like life admin and like paperwork. I just hate it. And so I get called to book my meeting rooms. Like, I don't book meeting rooms. Claude archives sort of my. My email first pass at clearing out my inbox. I. I don't do any of my reimbursements and expenses. Claude will go to Beneficent, like file the reimbursements, he'll go to Brex and file the expenses. So all of that side of things, I'm just like, just hand it to cowork Just get, get rid of it. And then the, the stuff that's quite interesting, I think is like the, the man, the manager lens where, where I talked about alignment is one thing. So I look also across my direct reports, like Cord can look into what, what have they done this week. You look at sort of our team goals and okrs, look at the transcripts from our discussions and understand I can basically ask for like, what are, what are the key takeaways and observations I should keep in mind? And like, what feedback do you think I should give them? And that's something that is like, again, you can just set that up weekly. The quality is like hit or miss right now. It's like, it's decent on something. Sometimes you're like, holy shit. Like, I am so glad that I caught this. And that's very, very helpful. And then I do that for myself as well. So I basically, one of my managers, Army Vora, was I think a podcast guest of yours, right? So I say, hey, based on what you know of ami, both publicly, she's written extensively about product and then internally and then our discussions. What, what is every. Based on everything that I've done or not done this week, what feedback do you have for me as ami? And like, I get that every week. Right? So like a lot of these things can already be done today. I think that the as, as, as the models improve, I think it's just like the accuracy and the signal of these things is going to continue to improve rapidly.

[Lenny Rachitsky]

I don't think you realize just how much awesomeness you're sharing here. This is just like every one of these is like, what. Okay, so, okay, so this AMI example, so you have one on ones with her. So do you ask Claude Cowork to go through all of her writing, basically build like a model of her and you ask what should I be doing differently based on what you know about ami, is that, is that.

[Amol Avasare]

Yeah, effectively. There's a number of ways you can do this. I think with if someone has a public profile where they've written extensively, it's, it's helpful because you could. Claude can just get all that information. Otherwise you can have a project or you can have a skill. But increasingly Claude is better at just understanding because you can tell Claude, like, look on Cowork, you can say using the Slack mcp, look at everything that this person has said in the last week, etc. And based on that, like, what are their top priorities? What are priorities my manager has based on how they're spending their time, that I don't know. And so all of this, this layer of stuff which is like that, I think about it as like soft coaching. I think that that is like unlocked in my opinion already. I think it's just that you're like working with a coach who's like kind of like drunk at times. Not drunk, but like, you know, like sometimes like something you're like, why, like, why would you bring that up? Like that's clearly wrong. But other times you're like, wow. Like that has, there's like one of, one of the guys, Scott, who leads our enterprise team. I think he, there's a few cases like he found like major areas of misalignment that would have caused teams to sort of spin their wheels significantly or do overlapping work. And you think about that the impact of that like your shipping in this world is at bigger companies is going to be constrained often by all the cross functional coordination. Right. And I think we're now starting to see at this cross functional coordination layer some of that work AI is really being able to be used to reduce that toil. And I think that six months ago that wasn't possible. And I'm like shit, like six months from now what, what, what is, is going to be possible there?

[Lenny Rachitsky]

Oh man. And I think the fact that all this data is there Slack, there's granola or whatever people use like all these notes from conversations and, and discussions are really key to this working.

[Amol Avasare]

Yes.

[Lenny Rachitsky]

So for someone that wants to do something like this, what, how do you set this up? What's kind of the steps?

[Amol Avasare]

Yeah, you go on to cowork, download the, the desktop app on coworker, connect the Slack mcp. That's where you, you need to, depending on how big the organization is, you, you, you may need to get sort of team or enterprise admin permissions to, to, you know, someone with those permissions to, to enable that. But once you have the Slack MCP connected and on coed, you just ask Claude. That's it.

[Lenny Rachitsky]

Amazing. Okay, I'm going to go in a kind of a different direction. I want to talk about the focus that Anthropic has had over the years. So if you look at the numbers that you're all putting up, what's really incredible about it is the focus that you all have had and I think this is the reason it has worked out so well. There's a certain competitor in the market that is realizing they should have done this and are starting to shift to a similar approach. As an external observer, it feels like anthropic has been very good at doing very few things, but going super deep. So B2B for example, just going deep on B2B and then going really deep on coding use cases, cloud code being an example. And it's worked out really well where. Who's been driving that focus? Who has helped keep that focus from the beginning?

[Amol Avasare]

Yeah, I mean I think it's, I think it's a foundational part of the company. I think it's been there from the very, very early days and it really comes from leadership and, and I think they've just done a phenomenal job of distilling that. I think that, you know, I saw this doc come up recently is. I don't know where it was shared. It was something that then man is one of our founders on the podcast had written, it's dated in 2021, I think a few months after they started the company. And it was like, here's why we should just focus on AI coding. And this is like, you know, this is like five years ago. This is long before anyone knew what the actual market opportunities were around this. And I think this is just like a deep focus that we have had internally from the start on the importance of coding and B2B. You know, I think there's like two lenses to it. It's like maybe a viewer, okay, that this is going to be commercially beneficial to tackle and then also the side of it around accelerating research. So I'd say it's a pretty mainstream view now. I've now heard people from various labs talking about this, the importance of coding to accelerate research. But that has just been a very firm view that we have been laser focused on internally of, okay, if you have the best models, that's going to accelerate your researchers and that's going to accelerate the research loop. And I think that's something that Dario has seen very clearly for a number of years. So I would say that that's probably one of a lot. I think a lot comes from Dario, I think a lot comes from leadership and just our DNA. I think the second though is probably just like necessity where if you're now changed with a more well known company, raise lots of money, blah, blah, blah. But historically we were very much like the smallest, least well funded player in this space. In many ways it's a complete miracle that I think we've gotten to the stage that we have. We didn't have the free cash flow or the distribution of a meta or Google. We didn't have the first mover advantage of an OpenAI and so what do you do? Right. I think there's this broader principle I have just around life of the freedom through constraints, that when you have a bunch of constraints applied on you, whether that's in personal life or at work, I think that can bring a lot of freedom because it just frees up all this excess choice. You're like, okay, this is clearly the path. And I think for us, it's like, okay, you don't have a ton of funding, you're a small player, you don't have distribution. You just have to really pick a very narrow focus and even for a very generalizable technology to maximize your chances of getting to escape velocity. And I think that that's also just related to how history played out. Right. So it was well before my time, but Anthropic had a version of Claude. We had a chatbot before ChatGPT was launched, and we had ultimately chosen not to launch it for safety reasons. I think the team didn't want to kick off effectively an AI global arms race. And ChatGPT launched, and they got insane traction, and that just naturally sort of pulled them towards consumer. There's another world where Anthropic had launched Chord first. Maybe it'd be the other way around, even with all that focus stuff. So who knows? It's always hard to say looking back at some of these things.

[Lenny Rachitsky]

Wow, I didn't know that. I think also people just don't realize how far behind Anthropic was. Right now. It's like, of course they're amazing, but I just remember when people were talking about Anthropic, we were raising money. I was like, there's no way they're going to compete with OpenAI at this point. It's so over. Just like, they're so far ahead, and it shows the power of focus and just, I guess I don't know all the things y' all did. Like, it. It is absurd how far y' all have come and how successful and how things have changed so quickly.

[Amol Avasare]

Yeah, and I. I would say I. I very much agree. I think a lot of that, like, we. I think a lot of that comes down to our leadership team. We have a number of people who've worked at, like, call it, like, the best companies, you know, in the world, very senior people. And I think almost uniformly everyone's like, this is the strongest leadership team out of any of those companies. And so I think a lot comes from them. And then we're just very lucky to have incredible people. I think that that helps a Lot

[Lenny Rachitsky]

as well on the coding piece, just to make sure that part is clear. I never thought about this, that the reason that the bet was so deep on coding is not just that's a huge tam, but it's that this will excel. This is a feedback loop that will accelerate us further and further. So if we get the best at coding, coding will help us do research, it'll help us build better models, and it'll accelerate faster and faster.

[Amol Avasare]

Yeah, that's correct. And this is something I checked. Dario has talked about this publicly, so I am fine to find that.

[Lenny Rachitsky]

Okay. It makes sense. The safety piece is really interesting. So I want to spend a little time here. So famously Anthropic. I think the official name of Anthropic is Anthropic and AI Safety Research Company. As a growth person, there's this balance I imagine you strike between growing and just. And the mission being don't grow at all cost. Our goal is AI safety and alignment. How do you balance those two things? How does that impact your job?

[Amol Avasare]

Look, I think it's something we take very, very seriously. And it's the whole reason the company exists. And if you think about it's, it's all the way from, it's why they, they, they left to start the company. It's deep in our corporate structure itself. So you know, historically, everyone raising money is like, go, go create a Delaware C corp. And, and that's like the structure you do. And with a, with a corporation, you have a fiduciary duty to maximize returns for shareholders, maximize shareholder value. And from the beginning, they, they went a different way. We went to, we created a public benefit corporation, pbc, which allows you to legally say that maximizing shareholder value is not the overarching umbrella goal of this company and you can optimize for public benefits. So really I think it starts from there and it ladders down from there for us. Our purpose, our mission ultimately is to make sure that the transition to powerful AI goes well and is net beneficial for, for humanity. You know, we, I think internally, like, we, we are like very excited and I think honestly there's a lot of like very, very optimistic about where this can go. But we also understand what, what the risks are. And so for us, that top line objective of this, just like this needs to go well for humanity, this just needs to go well for humanity. That is something that we are happy to take a significant commercial hit for. And we've done that time and time again, right? So like we have it, you know, like back then, okay, you had Claude, but you don't want to release it because you're like, there's these safety risks. And so there's time and time again that I've seen. We've been happy to take that hit. And it's, it's actually worked out well for us in other ways. From like a growth lens. You know, I look at it as like, growth teams can often push the boundaries of what is, like, good user X, the ux, et cetera, because they're trying to very, very much like, eke out metrics at times. When I think about if a controversial test is brought to me, I sort of look at it as like, there's two types of tests that are controversial. One is when that test is so controversial that you just should not run the thing because the results don't matter because you would not ship it for a combination of, you know, brand and sort of customer friendliness and values. And then the second is where it's like, is controversial. Like, I don't like it, I certainly don't love it, but it's not like a red line. And so you're like, you know, if someone comes to you with conviction and is like, I have a really good hypothesis around this and you're like, I don't love it. But like, you can run the test and see what impact it has. And if it's like, if it's like a high level of like, cringe or ick, then I want to see a high level of return for the result for that. I kind of think about everything. Is it in one or is it in two? And for every company that one and two is different. I think for us, the AI safety is very much in one. I think that it's like, yeah, that's why we exist. It's fine. We're just not going to do this thing. I think then there's other things that fall into two where you're like, heightened sensitivity. But we can try it and see what happens. I think zooming out though, Lenny, one of the biggest mistakes I feel like I see growth teams make, and particularly just like hardcore growth practitioners, is just trying to squeeze every last dollar. This is like, I think this is like a general principle also in life, like, if you're a founder raising money, you're just trying to squeeze that last dollar. You don't want to do that because you want people to come back next time as well, is my view. And I think in growth it's. I think it's really important that you just need to Be okay leaving money on the table. And that's a core principle for us as a growth team where we are very comfortable foregoing metric impact in order to prioritize safety, in order to protect our brand, in order to hold a high quality bar and to maintain a great user experience. And if you look beyond the short term and like, okay, what are the numbers for this quarter? And you zoom out and you think about what are the very best products out there, you realize this is how they all operate and that's actually the thing that's going to drive more growth long term as well. And, and so I think that that actually ties back to safety where as the risks get higher and the stakes get higher, I think the fact that we are taking a stance and safety is like critical to what we do is actually going to become a significant, it's going to be a significant competitive advantage for us that I think is going to help us in the long run.

[Lenny Rachitsky]

Yeah, as you share all this, clearly it's working. Anthropic is killing it. So I love when those examples, when someone doing something, someone approaching a problem, that way it actually works out. That's the same way I think about with my newsletter. There's so much more I can do to grow it. My philosophy is just focus on creating good content, nothing else. All these micro optimizations are not going to matter in the end. It'll grow through people sharing it if it's useful to them. So in a very small scale I have similar philosophy. One of the things that people are probably thinking about as we talk. So you know, we joke about like AI replacing parts of jobs here and there. Like, you know, it is, it is pretty scary to a lot of people. Just like, what is the future of my job? Will I have a job? How do I stay relevant in this future? So for there's a couple questions here. One is just like for folks that want to be, to thrive in this approaching AI future as a pm, as a growth person, do you have any advice things that they should be doing right now?

[Amol Avasare]

To me a couple of things come up. Like one thing that everyone says is like use the tools. You need to be on top of the tools. I think you need to be using cloud code, you need to be using cowork and understanding just each model release. What is the new things you can do with this? How can you apply this to your job? It'll work well in some things, it'll work terribly in other things. And then one model launch later it's like, oh shit, that other thing worked, but if you didn't go back to try it, you would not have known. And now many months have passed and you didn't know that that was possible. And so I think that being on top of the tools is really important, both for improving your own productivity, but also for getting product sense around AI products, which I think is just going to become increasingly important, I think then zooming out beyond that, I kind of look at it as like just leaning into where you have a competitive advantage and an unfair, unfair advantage. And so to me it's like if, you know, there are some people, some PMs who are really good at like craft, for example, and there's others who you throw them into a situation with all these stakeholders who have all these strong opinions and you're like, there's no way they're going to mediate this. And they come out and it's like everyone's kind of swimming in the right direction. And so if you think about like, what is the major skill set that you have where you spike in the, that that can be tied to delivering driving impact for a company in a product role, I would just double down on that and almost forget the weaknesses. Just what can you do to become the best person at that thing? Because that's very, very valuable. And I think that ties to the notion of just leaning into being interdisciplinary. So going back to some of what we mentioned earlier on where it's like, okay, in this world of engineers are mini PMs, that the engineer who is like highly product minded is a unicorn, is an absolute unicorn. I think the same thing is true for PMs where it's like, okay, now in this ratio, if the designer's really stretched and you're a PM who can design, you are also a unicorn. Now the chances of a company letting you go has gone down dramatically because you are now just so much more useful. And so I think that is just like really, really important. I think if I look at what's benefited me, it's probably a version of this. Like, I think that for me I came from a founder background. So like the mix of the, the founder background, the, the like finance. I was an investment banker. So like the finance background and numbers and then sales, like I was, I almost became an account exec. Instead of going into product, I was right on the edge of should I go into sales of product? And I think like a combination of those along with, with growth is probably what's led to like there are certain areas and situations where I can just have outsized impact to other people. And so understanding what that is for you is, Is really important. I look at our financial services product, you know, we've launched, like, Cord for Sheets, Quad for Excel.

[Lenny Rachitsky]

They kind of like, tank the market,

[Amol Avasare]

by the way, everyone I know, but, like, the guy running that, Nick Lynn, like, he came from investment banking, he came from private equity, and it has such a competitive advantage where he's building that product, and he's like, I know this, I know this. Like, he's, like, built for this. And so I think just understanding what are those interdisciplinary areas you can lean into to, to make yourself more just like, higher, higher, higher impact is really important. And then the last one is just being adaptable. Anyone who is trying to just keep applying old Playbooks, I think you're going to make life a lot harder for yourself. So one of the biggest things you come into Anthropic is you need to understand that probably, yeah, 50, 60, 70% of how you operate in the past, just throw it out the door. It's not going to be relevant. And if you try to stick to that, you're going to have a lot of friction and it's not going to be helpful. So just being adaptable and understanding, okay, the jobs change this way. I'm going to go that way is, Is, I think, like, it's. It's so, so important.

[Lenny Rachitsky]

That is awesome advice. It matches a lot of what Jenny shared when she came on the podcast, the design, design leader on Claude and Cloudwork, and all these things of just like. Like the idea of going deep, becoming the best or one of the best at a very specific thing and that not every company will need, and you don't need all the time, but just going deep and on something. I forget how she described it. Mark Andreessen said the same thing. Just like, I think we called it a sideways E instead of just like T shaped of one thing. If you could have a couple things you're really, really good at, there's a lot of power to that. Oh, man. Okay. Before I get into something that I think will blow a lot of people's minds about how we actually met and kind of a big part of your journey, let me just ask you this. Is there anything else about Anthropic that might be worth sharing, might be worth

[Amol Avasare]

talking about, the thing that maybe comes to mind is, is just like our culture and the people that we have here. I really think it's our secret sauce. I think it's the thing that is the most defensible the thing that no one else is going to be able to replicate. And I don't think it's an accident. Like leadership has really invested in this a lot and Daniel Andario, they really believe in this a lot. And I think you've just created a very special culture. So I would say that, you know, this is like truly a mission driven company. And I was not 100% sure of that when I joined. Like, I was like, I think that this is an exciting company. I like very much agree with their principles, but I didn't know anyone at the company. I didn't have any references on what it was like inside. So I was a little skeptical when I joined. I'm like, at least they're talking about it but like, I don't know, are they, are they, are they serious about this? And then I came in very early, I was like, oh, oh shit. Okay. Like they, they are, maybe they're even more serious about this internally. They talk externally and so it's just like the, it's, it's a mission driven company where people viscerally, viscerally understand both the upsides and the downsides of the technology and therefore understand the, the, the divergent ranges of how this may go for humanity and how different of a future that could be. And I think when you understand that, of how different this could be as a future for all of us and our children and our grandchildren, et cetera, I think it leads to a lot of passion for what we do and it just leads to a lot of belief in what we're doing. And so I kind of look at every other job I've had in the past and there's some degree of people at the company who are just checked out where it's like, you know, I'm here, I'm sick of this, but I don't have a better option or I'm getting paid too much to leave, etc. That is just like not the case here. I have not met a single person, I'm saying a single person who's checked out. Everyone is putting everything they have on the table. Everyone is pouring it out and like leaving nothing behind and is just fully, fully in it. And so I think that leads to like this releases energy that is just like very, very hard to, to describe. I think you have that energy, you have that mission driven nature and then it's, it's such an open culture. So leadership is very, very transparent with us on things we slack is like a, it's a, it's a whole maze there's so many things that play out on Slack.

[Lenny Rachitsky]

We're very open.

[Amol Avasare]

Everyone has these Notebook channels where you kind of have like your own, like, Twitter feed in a way where you're just talking about your thoughts about things and so you can go and like, join the Slack channel, the Notebook channels of people on research and all these other areas. And like, you'll. You can learn whatever you want and you can spend so much time like getting lost in that as well. But that, that openness where we even encourage, like people can just argue with Dario. There was an all hands, you know, he said something where someone didn't agree and the person goes onto Dario's Notebook channel and just says like, hey, I didn't appreciate how you said this and this and that. And then it sparked a whole big debate. And. But like, that sort of thing where, like, it's encouraged, like, go to leadership and disagree with them, challenge them publicly and like, that, I think that just leads to a level of trust and all of that together, I think it just means that we have this very, very deep sense of togetherness that, man, I have just like never. I've never experienced anything like it. And. And then you get to the talent, right? I think that is the thing where the talent density is like, I feel like I'm playing for like Real Madrid at times. I look around, I'm like, man, I'm playing for Madrid. Or it's like you just like have the best people in the world. I think it's most. I think it's most the case on research. We have like the very, very best researchers in the world. But even you look on, on like, product. We have Ami Vora. Like, she is phenomenal. We have Mike Krieger. You're like, okay, casually started Instagram. He's here, you know, on growth. We have John Egan, who is my engineering counterpart. He's like the OG in growth engineering. He's great. We have Alexei, he's like, guy who teaches growth engineering at Reforge. He's just another dude on the team. And all of that I think is just very special. My favorite here is a couple of months ago, we had our on site, Company Wide on site in October. And I'm walking around, I see this guy, he's just walking around eating popcorn by himself. I go up to him and I'm like, you're Jeff, right? And he's like, I am. And I'm like, you are literally the US Ambassador to my country Australia, and you're just an employee here. I'm like, this is insane. I'm like, talking to our prime ministers of our country and all these things. And it's just the talent combined with that culture, I think is just this secret sauce that is the reason that I think we are as successful as we are.

[Lenny Rachitsky]

This Notebook channel is so interesting, just like, as a tactical thing. So the idea there is. Dario just shares. It's like a little Twitter, like, internal Twitter feed where folks just share what they're thinking about and what their priorities are and things like that.

[Amol Avasare]

Yeah, that's basically it. Where it's an internal feed where it's not just daro, everyone has one and you basically, you share your internal thoughts. It's a way to, like, keep people updated on things, on what's working. It's a way where people share provocative things, I think from a leadership level. And we also think about that as it's a way to scale your beliefs and views across an org as it grows quickly. So if you're not adding a lot of people in the organization, you need to think about, okay, what are the behaviors that we want to model? What are the principles that are top of mind to us? And if you think about, yeah, you can have a bunch of these meetings where you talk about it, you can model that behavior. But if you have a channel which is like, here's my top of mind. And you say these things, right? Like, if I have a post, which I did the other week, of like, this is the importance of being comfortable leaving money on the table. Now, all the new engineers on growth who've joined have seen that, and they're like, oh, okay, this is like, different to what we've known before. Right. So I think it's like, good for the openness, but it's also good as a leader of how you can scale your views as an organization to, like, get people more up to speed on the way that things are done, which is, I think, really important to, like, avoid that drift, which when you have so many new people signing up, that drift can lead to a lot of drift in strategy and sort of perception. So it just helps run a. Run a tighter ship in that way.

[Lenny Rachitsky]

And more importantly, it's data for the agents everyone's got running to help them work with all these humans.

[Amol Avasare]

Yes, that is. That is very, very correct. Like, it is. It is something that goes to Claude. You know, the. There are certain documents in onboarding where it's like the HR team has written. Before editing anything on this document, please check with this person, because this is a document that Claude references as, like a key thing, Right. And so more and more these types of things of, okay, how does the growth team think about this? How does safeguards think about this? You're arming Claude with that context to get better and better at helping in the future.

[Lenny Rachitsky]

That's interesting. It feels like that's something that every company is going to have to start doing, is just sharing their thoughts in a structured way so that all these agents that we've all got running have what they need to know. Another interesting side note here is just Slack, okay? So, like, there's all this talk of SaaS tools being replaced by AI, and you guys use slack. I think there was this famous tweet of you guys still use workday. And all these tools, all these SaaS tools, everyone's like, they're all going to be vibe coded out of existence. The fact that you all at the cutting edge of what could be built with code, still use Slack and all these other tools, to me, that's a good sign that maybe SaaS companies will be all right in the future. I don't know if you have anything there to share.

[Amol Avasare]

Yeah, it's a really. I think it's a really complicated picture.

[Lenny Rachitsky]

Right?

[Amol Avasare]

Like, there's a number of things that we just build internally ourselves. As time goes on, the ability for Claude to do that better increases. And at the same time, like, we use Figma a ton, we use Slack a ton, we use workday, we use a lot of these products. And I don't see that changing in the immediate future. And so, yeah, I think there's probably some truth to some of this. I think the other parts are like, it's overblown. And many of these products, they're customers of ours, we value them a lot as customers, and we use their products very, very heavily. And I don't see that changing.

[Lenny Rachitsky]

And you have better things to do, who's gonna spend time building slack at the throttle? Like, that is not where value is going to accrue. And I think it also helps you see how much how sophisticated these things are. They're not just like, you know, like, there's been teams thinking about these problems for a long time anyway. That's a whole other tangent. Just coming back to the values thing, I just want to highlight something here that's really important. A lot of people criticize Anthropic for talking about the dangers to humanity, throwing out all these numbers, about jobs going away, just creating all this fear. But, like, and people think it's, oh, we're, trying to raise money or we gotta get people's attention or we just, yeah, we're just trying to like create headlines. But everything I've ever seen internally is always just, this is what we believe. And we want people to know what it might be coming. Even if it isn't bad, we want people to understand, here's what might happen and we are trying to avoid it. And you might say, why doesn't, why is anthropic even building AI if it's so dangerous? And you know, the understanding Ben shared is just like, we think it's better that we go at this and try to build it the right way versus just stay out of it and just hope that nothing bad happens. Yeah, I think, I think three, three

[Amol Avasare]

things that come to mind there. First is I go back to something I said earlier, which is that we, we very much think about things from an exponential lens. And if you are thinking about things from a linear lens, you'll see the world very, very differently. Right. Because you look at where we are today and you're like, okay, but like, how much better can it be in two, three years? I think if you're looking at it from an exponential lens and you understand how exponentials work, then you just realize that like a lot of this stuff is actually going to be happening sooner than people think. If you're looking at it from a linear lens and, and then if you understand that the, like that there could be upsides and downsides and the range of outcomes here, you need to like. I think we very much like need to be talking about the downsides so we can avoid them and push towards upsides. I think most people at the company are optimists. We're very optimistic about the future. I think it's just we understand the risk is like, it is not a guarantee that we, we end up in a good place. And not enough people are talking about the risks, I think in productive ways and who have the know the know how of the risk. So I think there's people who may talk about the risks but are not in the game. And so they don't actually know fully like they're not like surgical and what the specific risks are. But we're in the game, we understand what's happening. And so that's one piece. I think the second is like, I think we actually believe in this stuff more strongly than we say externally. So it is just such a key part of how we think internally that sometimes we need to reword your statements because it's like people Might just think we're being too over the top, but internally, that's how we think. And what we're putting out is a softer version of that at times. And then I think the third piece is going to what Ben said, where we think a lot about driving the race to the top. And so it's like, if you're not in the game and you're shouting from the sidelines, no one cares. It's just the reality of how the world works. No one really cares. If you're in the game and you're a leading player and what you're doing is working, you can influence people who are also in the game to take the right actions. And so that is, like, the core of it. Like, if we just pack up and go home, you have no influence on this thing. And if you stay in the game and you're like, commercially, you're doing great, and then you have ways to influence that. Okay, these are the principles and put that into the conversation and make more people sort of believe in those things.

[Lenny Rachitsky]

I could talk to you forever, Amal, but two more questions just to round out the conversation and touch on some stuff that I've hinted at a number of times. One is I want to take us actually to Failure Corner, because someone listening to this may be like, all right, look at this guy. Just worked at all these amazing companies. Cold email, the CPO at Anthropic, got a job, joined this rocket ship. It's all been up and to the right, just killing it constantly. What's a story from your career where things didn't work out when you failed? And what did you learn from that experience?

[Amol Avasare]

I have a couple. I think it's very much not that way. I feel like it was a lot of squiggly lines to get here. The biggest, I'd say, is just founding a company, raising a bunch of money, having employees, and then having to shut it down and tell your investors that you've lost the money and that you had a vision of what you're going to do and that's not going to happen. And so that, I think, is probably the biggest one. We spent three years on it. It was not like, oh, we tried something part time. It was like, no, we went for it. We had spent three years, raised a couple of mil. We had maybe 7, 10 employees at our biggest. And it was something that we really believed in. It was around mental health and how you can quantify mental health to help understand or get early predictors of things like generalized anxiety, major depression. So Stuff that we really, really believed in. But ultimately we, like, in our early 20s, we had no idea what we were doing at the time. And many things I do differently, but that was just a very, very, very painful process. I think the good thing was, like, we kept our investors in the loop the whole time. So to any founders who are struggling out there, like, send those monthly investor updates. It's really easy to send those when you. When things are great. It's really hard to send those.

[Lenny Rachitsky]

Like, when.

[Amol Avasare]

When things are bad, you just batted down, you need to sit down and send an update to your investors about why everything you talked about last month, like, did not go go to plan, but it's just the right thing to do, and it keeps people in the loop and it avoids surprises. But it's still so tough when you're then calling up the investors to be like, hey, like, we are. We're shutting down or making that decision. Everyone believed in you, and it becomes such a big part of the identity. It's very, very tough. So, man, that was just brutal. Like, it's brutal. It took me, I think, like, a number of years to truly get over. I think that it's, It's. It's a tough thing, but you get so much from that experience that is hard to see in the moment. And I think without doing that, I would not have gone into this. I was not a PM before. I didn't have any of these skills. I'd never worked on products. I didn't know how to cold email, really. And so it was through that job that I learned a ton of the skills that made this career path viable for me. And it's just really hard to see that in the moment when you're looking at a point in time. It's much easier to. To, like, draw the line looking back. But I think that'd be my. My, like, takeaway is just keep in mind that it's a long game. And some of those things, like, I'm so grateful for that experience now. I'm so grateful that it failed and went that way. Actually, it's very painful because it wouldn't have led to what I'm doing now. And. And so it's just a. It's. It's a tough thing, but the, you know, positives can come from it.

[Lenny Rachitsky]

What I love about this is a lot of people have these times in their career where they're like, it's all over. Like, I'm such a. I failed in such a big way and my reputation screwed, and people were counting on me. And now they see I'm an imposter. I never knew what I was doing after all. Now they finally see. And just seeing that. And this was three years. I'm looking at your LinkedIn. You had seven employees. Something like that. And then it's like, masterclass, Mercury Anthropic. I think it's inspiring to hear a story like that, to know that you can have a big failure like that and. And things can work out. That is not the end. Okay, so at 2023, I was. I was going to go on pat leave because my wife's pregnant. And I was just like, wait, what do I do with the newsletter? I need to take some time off. That would be really nice to take a month or two off. And so my plan was, okay, I'm going to do a bunch of guest posts where people line up. I put out a call for guest posts. People apply, I pick a few, and then I kind of slot them in ahead of time so I could take time off. So I put out this call. Hey, who wants to write a guest post for my newsletter? I got 500 plus applications. One of those applications was from you. And the pitch was essentially how a traumatic brain injury made me a better product manager. And I still remember reading the first draft you sent me, and I was just like, holy shit, the story is incredible. It's just like you feel such feelings and it was just so tactically interesting and useful, like, oh, wow, this is actually going to make me a better product manager. Share the story of this, of the brain injury that you went through and just the journey that you went on there, because this is going to blow people's minds.

[Amol Avasare]

It was the toughest time in my life. It made shutting down a company be like, that was nothing actually. Just funny how perspective works that way. Back in early 2022, I had a traumatic brain injury. So I'd done MMA for many years. I'd done Muay Thai, which is a type of martial arts, for many years, never had a problem. And just. It's just like the. One of the things that happens, like the wrong session, the wrong. It's just a normal day of sparring, nothing crazy. You get the wrong hit to the head in the wrong way. And my whole life changed. And. And basically I spent nine months. I was off work for nine months. The first couple of months were brutal. It took me roughly half a year till I was comfortable walking again. It was very, very difficult. The first two, three months, beyond just showering and going to the bathroom, my wife did everything for me, like including like texting my friends. I would listen to music for maybe like 20 seconds and feel like I needed to vomit. I couldn't look at screens at all. And it was a very, very long recovery. It was not clear to me that I would ever work again for a while actually. And it was like we even discussed my wife, like what would we do in that case, etc. And we had, we had to think even on those, those levels and through a lot of pushing and, and really working through myself. And you have to just slowly increase your tolerance to things. It's a brutal process, but you need to slowly expose yourself to different things and just get better and better at each little thing. Actively work on that, don't push it too far, otherwise you have a big setback. It basically got to the point then where over nine months and then that returned to work and then it slowly got better. And the part, Lenny, you don't know is in mid 2023 we posted that newsletter and a month later I got re injured actually. And when you have a brain injury until you're 100% healed, your, your risk of another concussion or brain injury is elevated. When you're 100% healed, your, your risk falls down to that of a non concussed population. But until that time and like, even if you're like 95% healed, you're not 100% healed. And it was just an innocuous sort of in, in, in everyday life, getting off a plane, a bag sort of hit me on the head type thing. And, and I was off work for two months. When I like one month into joining Metri, like one month in, I'm like, sorry guys, I need to peace out for three months. And then it was a very, very long recovery from that. And I'm actually still not 100% healed. So I'm like, I'm like mostly good, but I have times when I have dizziness and headaches and other things that I need to work around. Overall, I feel like it's one of the best things that could have happened to me. And I think that keeping that mindset helps and there's a point when you can take that too far, when that view is detached from reality. But I think it's just made me so much better and effective, more effective as a person. A lot of the same habits, like I don't drink alcohol, I don't drink caffeine. I have to do a bunch of these things for my physical health. I just have to do them So I keep doing them. I take breaks. This is like a really big one, you might think. Even in a place like anthropic, how do you survive in this way? It's like, even on the craziest days, Lenny, between the start of the day and lunch, and between lunch and the end of the day, I take a short break. Even on the craziest days with model launches, et cetera, I'm lucky we have a meditation area in the office that I'll go to and. And then the whole. The whole side of things around meditation that I talked about in that. That post. I think both you and I have done a retreat at Spirit Rock, and doing a, you know, meditation retreat changed my life. And it's something that I do at least once a year now. I have one coming up relatively soon as well. And just I think all of that has helped with better managing the physical side of it, because this job is very taxing. And then emotionally having a little bit of space to what happens. Like, you. You have. You have sort of awareness on one side, you have the reality on the other side. And reality is crazy here, man. Like, reality is insane. Like, there's so much happening every day, there's so much noise, it's. It's mind blowing. And so that relationship between awareness and reality, that's where you have choice that you sort of learn from. Deep meditation on how to shift that and apply your choice there. I think that that is the thing that has helped me significantly with just keeping a more level head. I think a lot of staying in this game, in this level of intensity is just keep your head. Just don't lose your head in the crazy times. And I think all of that that I've gone through has helped me do this without resorting to unhealthy coping mechanisms.

[Lenny Rachitsky]

Wow, Amal, you're such an inspiration in so many ways. Just like there's so many reasons that you would not have been successful and things have. Would not have worked out. And there's so many lessons to learn from just the stories you've shared in the journey you've been on to help people overcome challenges they're having. Like, if you can, like, come back from an insane. Was it like a kick to the head? Is that what. What happened is that it was a.

[Amol Avasare]

It was a kick to the head? That's correct, yes.

[Lenny Rachitsky]

Just like feeling like you may not be able to, like, not want being able to listen to music to just, like, leading growth at the fastest growing company in history. There's also just like, A lesson here of constraints. Again, you mentioned this idea of just like the power of constraints. Like, you're forced to take breaks, you're forced to go meditate, like, in a way that's really helpful. And it's like a lesson for us all. This is actually really good for us all.

[Amol Avasare]

Yeah. I think that freedom through constraints is like one of the big takeaways I've had during that time. And it. Because when you have these constraints, you're forced to adapt and it creates your. Gives you in a business setting, you have to focus more in a personal setting. And like, if the constraint is, I can't do anything and I'm injured, I don't know what's going to happen. I don't know. I'm going to get better. You have two choices. You're like, one, are you going to let that, Are you just going to resist and like, fight with reality and really suffer from that, or are you going to accept the situation and like, not let that affect you emotionally? It's not to say like, I did everything, man. I was like, like every single thing I could do, diet, exercise, like, I'm on it. Every action I can take, I'm on it. But then you have a choice of are you going to let the impact of that define your happiness or not? And I think that that's the thing. When the impacts maybe are not coming, you have to then adapt to, okay, what do I want my happiness to be? And one of the meditation teachers said, like, the true freedom in life is learning how to be content when you don't get what you want. And it's not to say you shouldn't do something when you don't get what you want. But I think that, that, that takeaway of just can you be content and like, not have your happiness rely on getting something? I think is. It's a challenge. I'm not perfect at it, but I think it's, it's probably one of the biggest takeaways from that whole thing.

[Lenny Rachitsky]

Incredible. And we'll link to the post if folks want to read this before we get to a very exciting lightning round. Is there anything else you wanted to share or should we just jump right in?

[Amol Avasare]

I think we can jump into.

[Lenny Rachitsky]

We covered a lot of ground. Okay, here we go. I've got five questions for you. First question, what are you two or three books you recommend most to other people?

[Amol Avasare]

Probably ties to a lot of what I just talked about. I, I think a lot about meditation and my emotional state. That's what I spend Most of my time thinking and like reading and researching and working on outside of work. So my recommendations were related to that. The first is a book called Joy of Living by a Buddhist monk. His name is Yongi Mingya Rinpoche. And it's. It's just really about how you can start to think about your life experience in a different way and, And. And you. And have tactics of what to do to kind of change just how you think about things. This is one where, like, I've recommended to people. It's not like, yeah, recommends a lot of people and they. They've really, really enjoyed it. I think another one is awareness by Anthony DeMello, which is a kind of similar thing but from a different angle. Those two I consistently recommend to people. And then the third one is more relevant to product in many ways is Thinking in Bets by Annie Duke. I think just being able to break down a situation when someone's like, I don't know, it'll get done in time. Okay, like, can you put a number to that? Like, what. What percentage likelihood is it? Those types of things I think are just so tactically helpful in product.

[Lenny Rachitsky]

Favorite recent movie or TV show?

[Amol Avasare]

I think movie is probably Marty Supreme. It's one of the only ones I watched recently. I thought it was great. I thought it was just insane. Absolutely insane. Movie is ridiculous, but I love it. TV show. I have not watched TV in a while. I think it's probably the. The Olympics would be the one, if that. If that counts.

[Lenny Rachitsky]

Is there a product that you love just like, I don't know when you discovered recently or just one you have in your life that's like, oh, this is very cool. People might want to know about it.

[Amol Avasare]

Yeah. So I. This is a funny one. I was in Japan last week and I was on this. Sleeping in this hotel. And I actually really love the pillow that I had in this hotel. It was very random. I just had. At times I'd like neck and upper trap pain. And sometimes I've been frustrated. My pillow, because I sometimes sleep facing up, sometimes sideways, and like, the height's not quite right. And I was like, this pillow is just great. And basically this pillow is like, it kind of. It's full of beads. And so you can like naturally shift the height of the pillow while you're sleeping, like, even like unconsciously without thinking. And. And so I like looked at the tag. I was like, what is this? I ordered it to in Amazon Japan, and I bought it back with me on the plane. And so I have the name here. It's it's called the Maruhachi Shinsui Maruhachi Pro pillow. And you can only get it in Japan, but they ship to the US no affiliation. And I think that has changed my life in, like, the last week.

[Lenny Rachitsky]

That is an awesome pick. Do you have a favorite life motto that you often come back to in Worker in life?

[Amol Avasare]

Main one I'd say is just, she'll be right. This is a. This is a very common Aussie saying. It's like, she will be right. She'll be right. It's a common Aussie saying. When we're faced with a tough or difficult situation, you're kind of like, dismissing the severity of it in a way by saying, like, it'll be fine. And I think that that's just such a good metaphor. It's such a good tactic in many, many cases. And then I think the other one is just like, sometimes in life you just have to go for it. And that is something that this guy, Eros Resmini, who is the CMO of Discord, he was a very close advisor to me as a founder. He would push me on this, and that was something that he would often say is just like, just go for it. And I think that that's. It's a very helpful thing of you can sit there thinking, should I do this? Should I not? And sometimes in life, you just have to go for it.

[Lenny Rachitsky]

I love the combo of those two. Just sometimes just go for it. And she'll be right. So good. Okay, final question. Okay, so I'm curious. Used to be into martial arts. That didn't go great. Do you have a new hobby that you find yourself loving? Do you make time for hobbies?

[Amol Avasare]

I think I'm just, like, quite tight on time for hobbies, I would say. I think it's largely just, like, work and have my body function and then, like, you know, take care of the most important relationships around me. I think maybe the. The one hobby I'd say is just I'm really into sports, and I've gotten more into sports. At football in particular.

[Lenny Rachitsky]

Watching.

[Amol Avasare]

Watching. Certainly not playing. My wife's from Michigan, and she took me to a game at the Big House, and it just changed my life. From then on, I was like, I'm a Wolverines fan and big Wolverines fan, big 49ers fan. I just love football. So that's probably the one that comes to mind.

[Lenny Rachitsky]

Mole, this was incredible on so many levels. I am so thankful that you made time for this, considering how much you got going on. Where can folks find you online say they want to apply for a job maybe on your team. Where can they find that and how can listeners be useful to you?

[Amol Avasare]

You can find me on my LinkedIn. It's just AmalaVasare.

[Lenny Rachitsky]

I'm boring.

[Amol Avasare]

That's. That's it. You can look online to apply on our jobs page as it rolls across. Growth engineering, growth product, growth design. We are looking for great people on on the growth team. So please come and join us and I think being being helpful to to me is just two things. Trying our products, giving us feedback, giving us harsh feedback in particular on what can be better and then please send great people our way. We are looking for the best of the best to join the team and we would love to hear from anyone you know as well who could be a fit for one of our roles.

[Lenny Rachitsky]

Dream job for so many people. Amol thank you so much for being here.

[Amol Avasare]

Thanks Lemmy.

[Lenny Rachitsky]

Bye everyone. Thank you so much for listening. If you found this valuable, you can subscribe to the show on Apple Podcasts, Spotify or your favorite podcast, Apple. Also, please consider giving us a rating or leaving a review as that really helps other listeners find the podcast. You can find all past episodes or learn more about the show@lenny's podcast.com See you in the next episode.