Laura Schaffer (00:00:00): ... Like the dead of the night. And by that, I mean 7:00 PM or something on. I'm pretty sure it was a Friday. We just asked for forgiveness and put these questions into the silent flow and ran as Navy test with a small group. And I'm fully expecting, "Okay, this is going to hurt our numbers, but maybe it won't be so bad and I'm going to be prepared to advocate the power of this data that we're getting." And I was totally geared up thinking about written, started to write the framework for how I wanted to surface this. And we start to get the data for this thing. I'm not kidding, an improved conversion. There's no personalization, nothing past it, just the questions. An improved conversion by like 5%, just improved signups. And it was one of those like, "What? Okay, what is going on here?" Lenny (00:00:50): Welcome to Lenny's Podcast where I interview world-class product leaders and growth experts to learn from their hard one experiences building and growing today's most successful products. Today my guest is Laura Schaffer. The week we recorded this chat turned out to be Laura's first week in a new gig as head of growth for Amplitude taking over for a previous legendary guest, Elena Verna. Prior to Amplitude, Laura was VP of product and growth at a company called Rapid. Before that, she spent over seven years at Twilio as Head of Growth and PM lead of the growth platform and experimentation platform at Twilio. In our conversation, we dig into Laura's career growth framework and the importance of carving your own path versus waiting for one to be carved for you. We also get into a bunch of tactical and surprising advice around running experiments, making decisions on gut versus data, developing your growth strategy and how to sell your product to developers. Laura has a wealth of wisdom and I learned a lot from our conversation. With that, I bring you Laura Schaffer after a short word from our wonderful sponsors. (00:01:55): This episode ...