Hey.com

Pick the enemy that doesn't look self-serving

Shaan's refinement of enemy marketing: Hey switched its fight from Gmail (self-serving, since they sell email) to Apple, a more novel story that doesn't look like thinly veiled competitor bashing.

“now they picked Apple, and it was a way better fight to pick because it's a more novel story and it doesn't seem as self-serving as when they picked Gmail as the competitor.”

Steal thisWhen choosing an enemy, avoid the direct competitor you'd obviously profit from beating; pick a fight that tells a more novel story and looks less self-serving.

Sam predicts Hey.com will be a huge business

Discussing the 37signals email product Hey.com, Sam predicts it is going to be a huge business, even though both he and Shaan were unimpressed by the early onboarding experience.

“I am, am interested in all those, particularly the Scott Galloway one and the hey.com thing, which I think is actually gonna be a huge business.”