How we grow Kai, week by week.

Issue #017 of How We Grow: David joins us two days after Kai's Product Hunt launch to talk about what a launch is for when you're already live, why finishing fifth was useful, and the Instagram trick that took our account from 300 to 700 followers.

Issue #016 of How We Grow: Jim's first year at Morgen, told through the models we built with, what each new one changed, and how the growth job looks when one person can ship a project in a day.

Issue #015 of How We Grow: the 6 onboarding emails Lambert built for Kai, where their content came from, how Claude built them in Intercom without anyone clicking through it, and what the first numbers say.

Issue #014 of How We Grow: why we pay for traffic, how Jim runs Kai's Google and Meta ads by talking to Claude, and the board of 324 competitor ads Claude collected to feed our next creatives.

Issue #013 of How We Grow: the homepage wasn't converting, so Lambert built a Claude skill that films Kai from our own codebase. The two options he ruled out, how the skill works, and what the first homepage test said.

Issue #012 of How We Grow: Kai works for three different kinds of user and only one of them can have the homepage. The framework Jim ran, the group we cut before spending anything, and how we're testing the rest.

Issue #011 of How We Grow: how Lambert gets Kai's backlinks by trading Morgen's authority, why 90% of them came to us without any outreach, and what the domain rating actually did.

Issue #010 of How We Grow: Jim rebuilt Kai's onboarding in four days, made connecting an email compulsory, and explains why he'd ignore the before-and-after numbers it produced.

Issue #009 of How We Grow: how our Instagram and TikTok actually run, what Claude does every week, and why 200K views on one video still hasn't produced a paying user.

Issue #008 of How We Grow: 6 days in one house in Caparica with the whole team. What each of us shipped, why we run these 2 months before launch, and the content experiment that turned 400K views into 10 sign-ups.

Issue #007 of How We Grow: 4 months of AI-written SEO content brought us 18 organic clicks. What we got wrong, the pipeline we replaced it with, and why we think LLM search makes SEO more valuable, not less.

Issue #006 of How We Grow: Jim built an analytics hub that pulls every channel, sign-up, activation and cost metric into one dashboard we can question in natural language. Why we built instead of buying, and where it can go wrong.

Issue #005 of How We Grow: we rebuilt every Kai feature page on the new brand, entirely in code with Claude and never opening Figma. Why the design system came last, why consistency kills a feature page, and the versions we cut.

Issue #004 of How We Grow: we renamed from Omnia to Kai and hired a branding specialist, then turned his creative process into rules and a pipeline our agents can run, so AI generates our brand on demand.

Issue #003 of How We Grow: we launched our free meeting-transcription Chrome extension on Product Hunt and read the dashboards. The launch-day spike, where the signups came from, and the organic lift that keeps compounding long after launch day.

Issue #002 of How We Grow: why we ripped out Linear and Notion and run our whole sprint system inside Claude Code. The setup, the three skills (with the prompts), what breaks, and the closed beta we just opened.

Issue #001 of How We Grow: what two people are actually doing to grow Kai before launch. The waitlist, going AI-native, social, free tools, and what broke.