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Notes from the work.

Playbooks and working notes on growing consumer subscription apps. Most began as internal notes for my team and were cleaned up to share.

PlaybookJuly 202635 min read The Ugly Ads Doctrine Yuliya Lennox spent a decade on 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 plan and a checklist you can tick off. Creative testingLocalizationOrganic vs. paidMonetization ethics Open the playbook

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

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