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Things I’ve written down.

Playbooks, teardowns and working notes on consumer app growth. Most of it starts as something I built for my own team, then got cleaned up enough to be useful to someone else. Everything here is meant to be acted on, not just read.

01 / Index

Everything, newest first.

Playbook July 2026 ~35 min The Ugly Ads Doctrine Yuliya Lennox spent a decade doing growth at BetterMe, Ewa, Palta, Replika, Higgsfield and Solid Starts, then said all of it out loud on one podcast. I turned that into seven doctrines, 27 plays, a 90-day implementation plan and a checklist you can actually tick off. Volatility over averages, ugly creative over polish, cheap test markets, and a hard line on how you treat the people paying you. Creative testing Localization Organic vs. paid Monetization ethics Open the playbook

Next More on the way. Web-to-app funnel economics, paywall teardowns, and what a cohort actually has to do to justify the spend. When one is ready it lands here.

02 / Contact

Got one I should read?

If you have run any of these plays and have numbers that agree or disagree, I would genuinely like to hear about it.

mert@demirdelen.com Connect on LinkedIn