Every other Tuesday, I mine the best talks in app growth for their gems: the experts' own words, the timestamp, and my take. New perspectives, sharper thinking, a few things to try. 320+ experts and 730 talks so far.
"GG is a huge value add to the community. All the best part of webinars, without the fluff." Thomas Petit, independent app growth consultant
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The problem
How gems are mined
730talks mined
Webinars, podcasts, panels and talks about growing apps.
7,700+rough gems
AI transcribes every talk and digs out candidate gems.
1 by 1reviewed by hand
I review each one: keep or toss, check the quote, tag it, add my take. Not everything said on stage holds up.
2,600+polished gems
In your inbox every other Tuesday, and in your AI through the MCP (beta).
Every gem keeps the expert's meaning and a link to the exact moment they shared the insight, so you can listen to it.
One edition, 15+ gems
In #148: Thomas Petit, independent growth consultant, across two conversations on paid acquisition, onboarding and monetization.
Meta optimizes toward exactly the event you ask for, and it will fill that event with the cheapest users who won't go further.
"If you ask for an install, they give you the install that don't convert to anything. So, what do they do when you're going to ask for a free trial? They're going to give you the free trial that doesn't become a paid converter."
(12:33) Thomas Petit
For zero-to-5K stage apps, use TikTok organic as your free angle-discovery lab. Find the hook that resonates organically first, then put paid money behind it.
"You can have a fresh account and publish 50 crap videos, and there's a good one, and TikTok is going to show it."
(24:59) Thomas Petit
My take: Thomas shared too many people arrive on Meta with two mediocre videos and torch their entire budget in creative testing; doing a little organic legwork first tells you which hook is catching attention.
Top gem of #148
Signal engineering is growth stage-dependent. Match the sophistication of your signal strategy to your data volume.
"I've seen a lot of early-stage founders apply stuff this and there is a lot of over-engineering that is actually counterproductive."
(14:34) Thomas Petit
Why readers stay
New perspectives and the reasoning behind what works, so you see growth as a whole. The tactics come along as a bonus.
320+ experts so far, in their own words and linked to the minute they said it.
15+ gems you can read in minutes, from talks you would otherwise have to watch in full.
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Also from Growth Gems Beta
Readers asked for a GrowthGPT. Here it is: the Growth Gems MCP connects the archive of reviewed gems to Claude, so its answers come from vetted experts, with the source and the timestamp.
Should an early-stage app engineer its conversion signal for Meta?
Not yet. Thomas Petit has seen "a lot of over-engineering that is actually counterproductive" at early stage: match the signal to your conversion volume. Paddle, 14:34