Preview
What it is.
Ben Williams has 20+ years in product and growth. At Snyk he led the product teams owning growth, education, and developer experience, and at CloudBees he owned product and growth with a team of 40+ product managers and designers.
The subject is narrower than most PLG writing and better for it: defining activation, improving it, designing onboarding, and building growth loops for technical products.
It arrives irregularly, somewhere between weekly and monthly, and recent issues have taken on AI search for developer tools as well as trial qualification.
What you get.
- Long field notes on activation, onboarding, and trial design
- Frameworks aimed specifically at technical and developer-facing products
- Writing on growth team structure and experimentation programs
- Original analysis, including a study of AI search citations for dev tools
- Free issues, with the full archive on the paid tier
Editions we'd start with.
What 126,814 citations tell us about AI search for dev tools ↗
July 2026, and the most concrete dataset we've seen on AI visibility for developer products.
Stop fixing your trial. Fix who's in it. ↗
The activation argument in one issue. Read it before you redesign onboarding.
your product is the demo ↗
Why the trial has to carry the sales conversation for a technical buyer.
Primitive Wedges ↗
On finding an entry point in a market where the tooling keeps moving.
I built a (free) local-first AI writing partner. Here's why. ↗
A build write-up with the reasoning shown, useful as a model for your own tooling.