Products Attract Users

The best products do not chase users. They pull them in through gravity.

That gravity is not built at launch. It is built in the thousand tiny decisions before launch — the naming, the copy, the empty state, the way the first email arrives on a Tuesday morning.

When those decisions carry a single point of view, the product itself becomes the marketing. Users don't have to be convinced. They recognise themselves in it.

The founders we admire don't ship products and then market them. They ship products that market themselves.