I originally shared this document with investors and friends on February 2nd, 2021 and was later accompanied by a tweet thread.



I fell in love with the problem that "It's too hard to launch and scale ISAs."

<aside> ❗ I use "ISA" and "ISAs" to collectively refer to any outcome-contingent payment agreement or payment plan.


Market validation

I came to the wrong conclusion—that there was a huge, growing market need for tools to launch ISAs—because I used vanity metrics.