Jason Cohen
@asmartbear.com
Keyword, buzzword, half-truth, adjective, hey look at me! (founder of two unicorns: http://WPEngine.com, http://SmartBear.com).
Writing for 18 years at: https://longform.asmartbear.com
Writing for 18 years at: https://longform.asmartbear.com
Stand on the shoulders of giants.
Because not 𝘦𝘷𝘦𝘳𝘺 lesson should come from your own failures. That’s too slow, and ignorant.
But 𝘸𝘩𝘪𝘤𝘩 giants to stand on…
Because not 𝘦𝘷𝘦𝘳𝘺 lesson should come from your own failures. That’s too slow, and ignorant.
But 𝘸𝘩𝘪𝘤𝘩 giants to stand on…
September 17, 2026 at 2:39 AM
Stand on the shoulders of giants.
Because not 𝘦𝘷𝘦𝘳𝘺 lesson should come from your own failures. That’s too slow, and ignorant.
But 𝘸𝘩𝘪𝘤𝘩 giants to stand on…
Because not 𝘦𝘷𝘦𝘳𝘺 lesson should come from your own failures. That’s too slow, and ignorant.
But 𝘸𝘩𝘪𝘤𝘩 giants to stand on…
It’s like SimCity.
There’s a CRITICAL ISSUE. So you fix it.
Then there’s immediately another CRITICAL ISSUE. Wasn’t it critical before too? Nevermind, fix it…
Eventually the first one reappears as CRITICAL.
And it never ends.
It’s OK, that’s how complex things go.
There’s a CRITICAL ISSUE. So you fix it.
Then there’s immediately another CRITICAL ISSUE. Wasn’t it critical before too? Nevermind, fix it…
Eventually the first one reappears as CRITICAL.
And it never ends.
It’s OK, that’s how complex things go.
September 16, 2026 at 9:26 PM
It’s like SimCity.
There’s a CRITICAL ISSUE. So you fix it.
Then there’s immediately another CRITICAL ISSUE. Wasn’t it critical before too? Nevermind, fix it…
Eventually the first one reappears as CRITICAL.
And it never ends.
It’s OK, that’s how complex things go.
There’s a CRITICAL ISSUE. So you fix it.
Then there’s immediately another CRITICAL ISSUE. Wasn’t it critical before too? Nevermind, fix it…
Eventually the first one reappears as CRITICAL.
And it never ends.
It’s OK, that’s how complex things go.
You have scars. Embrace them scars; they’re part of who you are, and what makes you unique.
But they also create blind spots and weaknesses; let others fill those in.
Like this:
But they also create blind spots and weaknesses; let others fill those in.
Like this:
Scars
Our emotional baggage and experience make us unique, but also serve as blinders.
longform.asmartbear.com
September 16, 2026 at 1:49 PM
You have scars. Embrace them scars; they’re part of who you are, and what makes you unique.
But they also create blind spots and weaknesses; let others fill those in.
Like this:
But they also create blind spots and weaknesses; let others fill those in.
Like this:
Catch yourself thinking, “I must have really sucked at growing my business” because someone else is growing faster?
A useless and also incorrect spiral.
Example:
A useless and also incorrect spiral.
Example:
Intense Asymmetry and Self-Flagellation
Erica Douglass sold her company for $1M, yet still struggles with self-worth; why driven people can’t escape Impostor Syndrome.
longform.asmartbear.com
September 16, 2026 at 4:06 AM
Catch yourself thinking, “I must have really sucked at growing my business” because someone else is growing faster?
A useless and also incorrect spiral.
Example:
A useless and also incorrect spiral.
Example:
“Reversible vs irreversible” is a good razor for how to make a decision.
However I find that actually-difficult decisions are often “reversible but expensive,” in which case this framework fails.
That’s OK; it just means it’s not always the right framework.
However I find that actually-difficult decisions are often “reversible but expensive,” in which case this framework fails.
That’s OK; it just means it’s not always the right framework.
September 15, 2026 at 8:19 PM
“Reversible vs irreversible” is a good razor for how to make a decision.
However I find that actually-difficult decisions are often “reversible but expensive,” in which case this framework fails.
That’s OK; it just means it’s not always the right framework.
However I find that actually-difficult decisions are often “reversible but expensive,” in which case this framework fails.
That’s OK; it just means it’s not always the right framework.
A hyper-focused target market (ICP) maximizes chances of success.
Especially early on, when you have almost no time or money.
Besides size, the advantage of a diverse customer base is resilience in the face of economic volatility.
Get there later:
Especially early on, when you have almost no time or money.
Besides size, the advantage of a diverse customer base is resilience in the face of economic volatility.
Get there later:
Adjacency Matrix: How to expand after PMF
A simple workshop that evaluates new business ideas relative to your existing strengths -- the key to expanding without overreaching.
longform.asmartbear.com
September 15, 2026 at 2:01 PM
A hyper-focused target market (ICP) maximizes chances of success.
Especially early on, when you have almost no time or money.
Besides size, the advantage of a diverse customer base is resilience in the face of economic volatility.
Get there later:
Especially early on, when you have almost no time or money.
Besides size, the advantage of a diverse customer base is resilience in the face of economic volatility.
Get there later:
Everyone is unique, but not everyone has an outgoing style that is distinctive and appealing to the segment they want to be appealing to.
So, “be yourself” definitely works for some people, but some people need other ways to execute marketing and positioning.
So, “be yourself” definitely works for some people, but some people need other ways to execute marketing and positioning.
September 15, 2026 at 2:58 AM
Everyone is unique, but not everyone has an outgoing style that is distinctive and appealing to the segment they want to be appealing to.
So, “be yourself” definitely works for some people, but some people need other ways to execute marketing and positioning.
So, “be yourself” definitely works for some people, but some people need other ways to execute marketing and positioning.
When you're presented with an opportunity that doesn't fit your vision, maybe don't automatically say 'no.'
Instead, set your price so high that it’s worth, and let them decide.
Either way, you win.
Instead, set your price so high that it’s worth, and let them decide.
Either way, you win.
Never say “no,” but rarely say “yes.”
“Focus” requires saying “no” to most things, but there’s a way to do it that allows you to say “yes” exactly when it matters most.
longform.asmartbear.com
September 14, 2026 at 8:35 PM
When you're presented with an opportunity that doesn't fit your vision, maybe don't automatically say 'no.'
Instead, set your price so high that it’s worth, and let them decide.
Either way, you win.
Instead, set your price so high that it’s worth, and let them decide.
Either way, you win.
The way you become right,
Is by assuming you’re not right, and exploring.
The more you assume you’re not right about anything, the more you can grow to be right about everything.
Is by assuming you’re not right, and exploring.
The more you assume you’re not right about anything, the more you can grow to be right about everything.
September 14, 2026 at 2:46 PM
The way you become right,
Is by assuming you’re not right, and exploring.
The more you assume you’re not right about anything, the more you can grow to be right about everything.
Is by assuming you’re not right, and exploring.
The more you assume you’re not right about anything, the more you can grow to be right about everything.
My favorite line of code:
return (hash * 11400714819323198485llu) >> nlg2;
Golden ratio hash function for a table of N entries (where nlg2 = ceil(log2(N)), optimially distributing hash values across the table with just one muliply and one shift.
return (hash * 11400714819323198485llu) >> nlg2;
Golden ratio hash function for a table of N entries (where nlg2 = ceil(log2(N)), optimially distributing hash values across the table with just one muliply and one shift.
September 14, 2026 at 3:06 AM
My favorite line of code:
return (hash * 11400714819323198485llu) >> nlg2;
Golden ratio hash function for a table of N entries (where nlg2 = ceil(log2(N)), optimially distributing hash values across the table with just one muliply and one shift.
return (hash * 11400714819323198485llu) >> nlg2;
Golden ratio hash function for a table of N entries (where nlg2 = ceil(log2(N)), optimially distributing hash values across the table with just one muliply and one shift.
If you’re not where you want to be in life, it’s easier to blame luck not only for your own situation, but for the success of others. Indeed, you 𝘢𝘳𝘦 right in many, highly visible examples, like people inheriting vast sums from parents.
(1/6)
(1/6)
Navigating the unpredictability of everything
We dramatically, repeatedly fail to predict the future. Does that mean “strategy” is senseless? No, it means you need these techniques to navigate a volatile world.
longform.asmartbear.com
September 13, 2026 at 9:17 PM
If you’re not where you want to be in life, it’s easier to blame luck not only for your own situation, but for the success of others. Indeed, you 𝘢𝘳𝘦 right in many, highly visible examples, like people inheriting vast sums from parents.
(1/6)
(1/6)
New Smart Bear Live E06 just dropped!
Ymir's 25 customers never churn, and nobody new ever signs up.
Cohost Bryce Adams (Metorik) and I workshop it with Carl Alexander:
Ymir's 25 customers never churn, and nobody new ever signs up.
Cohost Bryce Adams (Metorik) and I workshop it with Carl Alexander:
E06 w/ Bryce Adams: Pivoting his strategy into his strengths
Carl Alexander built Ymir — a serverless AWS platform that deploys WordPress and PHP applications onto a customer’s own AWS account — and the twenty-five cus…
www.youtube.com
September 13, 2026 at 3:10 PM
New Smart Bear Live E06 just dropped!
Ymir's 25 customers never churn, and nobody new ever signs up.
Cohost Bryce Adams (Metorik) and I workshop it with Carl Alexander:
Ymir's 25 customers never churn, and nobody new ever signs up.
Cohost Bryce Adams (Metorik) and I workshop it with Carl Alexander:
Sarcasm on social media is funny.
The resulting conversation is 1/3 people who don’t realize its sarcasm, arguing against the statement, 1/3 same arguing for the statement, and 1/3 comments about how no one understands sarcasm.
The resulting conversation is 1/3 people who don’t realize its sarcasm, arguing against the statement, 1/3 same arguing for the statement, and 1/3 comments about how no one understands sarcasm.
September 13, 2026 at 3:29 AM
Sarcasm on social media is funny.
The resulting conversation is 1/3 people who don’t realize its sarcasm, arguing against the statement, 1/3 same arguing for the statement, and 1/3 comments about how no one understands sarcasm.
The resulting conversation is 1/3 people who don’t realize its sarcasm, arguing against the statement, 1/3 same arguing for the statement, and 1/3 comments about how no one understands sarcasm.
A common trope of Indie Hacker social media is that you should build an audience, then sell them a product.
While that does work for info-products, it does not work for software.
My story:
While that does work for info-products, it does not work for software.
My story:
Reputation isn’t as powerful as you imagine
Blogger with tens of thousands of subscribers launches a new venture… and gets only 2 signups. Not the advantage you thought it was.
longform.asmartbear.com
September 12, 2026 at 7:57 PM
A common trope of Indie Hacker social media is that you should build an audience, then sell them a product.
While that does work for info-products, it does not work for software.
My story:
While that does work for info-products, it does not work for software.
My story:
It’s never too late to admit you made a mistake.
It’s more powerful to admit a mistake, than to persist when everyone else knows it’s a mistake.
It’s a mistake either way, but only one way means you’re either oblivious or disingenuous.
It’s more powerful to admit a mistake, than to persist when everyone else knows it’s a mistake.
It’s a mistake either way, but only one way means you’re either oblivious or disingenuous.
September 12, 2026 at 3:09 PM
It’s never too late to admit you made a mistake.
It’s more powerful to admit a mistake, than to persist when everyone else knows it’s a mistake.
It’s a mistake either way, but only one way means you’re either oblivious or disingenuous.
It’s more powerful to admit a mistake, than to persist when everyone else knows it’s a mistake.
It’s a mistake either way, but only one way means you’re either oblivious or disingenuous.
Annual plans are how you get "funding" as a bootstrapper, in a way that's sustainable.
And it selects the best customers -- ones who truly want to use it for a while -- not the ones who just want a deal.
Lifetime deals are the opposite.
And it selects the best customers -- ones who truly want to use it for a while -- not the ones who just want a deal.
Lifetime deals are the opposite.
September 12, 2026 at 3:55 AM
Annual plans are how you get "funding" as a bootstrapper, in a way that's sustainable.
And it selects the best customers -- ones who truly want to use it for a while -- not the ones who just want a deal.
Lifetime deals are the opposite.
And it selects the best customers -- ones who truly want to use it for a while -- not the ones who just want a deal.
Lifetime deals are the opposite.
Time is money, but money is not time.
September 11, 2026 at 8:06 PM
Time is money, but money is not time.
Curious why I sold Smart Bear?
It's not just about the money. Sometimes you’re burned out too. The freedom line is real, too.
It’s a very personal choice, but this was mine in 2007:
It's not just about the money. Sometimes you’re burned out too. The freedom line is real, too.
It’s a very personal choice, but this was mine in 2007:
Rich vs. King in the Real World: Why I sold my company
Reflecting on selling Smart Bear in 2007, offering insights for entrepreneurs facing similar decisions.
longform.asmartbear.com
September 11, 2026 at 2:10 PM
Curious why I sold Smart Bear?
It's not just about the money. Sometimes you’re burned out too. The freedom line is real, too.
It’s a very personal choice, but this was mine in 2007:
It's not just about the money. Sometimes you’re burned out too. The freedom line is real, too.
It’s a very personal choice, but this was mine in 2007:
A: “You really should…”
B: “I know that already.”
A believes this makes them look smart, because they already possess B’s wisdom.
Instead it makes them look dumb, because they’re not executing despite having all the information.
Or worse: lying.
B: “I know that already.”
A believes this makes them look smart, because they already possess B’s wisdom.
Instead it makes them look dumb, because they’re not executing despite having all the information.
Or worse: lying.
September 11, 2026 at 4:27 AM
A: “You really should…”
B: “I know that already.”
A believes this makes them look smart, because they already possess B’s wisdom.
Instead it makes them look dumb, because they’re not executing despite having all the information.
Or worse: lying.
B: “I know that already.”
A believes this makes them look smart, because they already possess B’s wisdom.
Instead it makes them look dumb, because they’re not executing despite having all the information.
Or worse: lying.
If the project is failing all the time, in multiple ways, maybe its not "learning." Maybe its just failing.
Or maybe you need to use your words:
Or maybe you need to use your words:
Stop saying “fail”
Language shapes our perception of setbacks. Use words other than “failure” to describe situations and to suggest the next step.
longform.asmartbear.com
September 10, 2026 at 9:47 PM
If the project is failing all the time, in multiple ways, maybe its not "learning." Maybe its just failing.
Or maybe you need to use your words:
Or maybe you need to use your words:
Happiness is being content with who you are, and what you have.
Startups are not happy.
Startups are not happy.
September 10, 2026 at 2:01 PM
Happiness is being content with who you are, and what you have.
Startups are not happy.
Startups are not happy.
First the company needs to work (PMF). Then you can scale it.
Otherwise you add cost and distraction, and you don't even know what specifically needs to be done to scale.
Meanwhile the company fails even faster, due to diverting those funds and attention.
Otherwise you add cost and distraction, and you don't even know what specifically needs to be done to scale.
Meanwhile the company fails even faster, due to diverting those funds and attention.
September 10, 2026 at 4:17 AM
First the company needs to work (PMF). Then you can scale it.
Otherwise you add cost and distraction, and you don't even know what specifically needs to be done to scale.
Meanwhile the company fails even faster, due to diverting those funds and attention.
Otherwise you add cost and distraction, and you don't even know what specifically needs to be done to scale.
Meanwhile the company fails even faster, due to diverting those funds and attention.
You know half the things you’re doing is wrong -- features people don’t use, pricing is out of thin air, too many people are cancelling, you’re winging it most of the time.
So, when someone copies you, they’re copying the wrong stuff too.
Joke’s on them.
So, when someone copies you, they’re copying the wrong stuff too.
Joke’s on them.
September 9, 2026 at 9:48 PM
You know half the things you’re doing is wrong -- features people don’t use, pricing is out of thin air, too many people are cancelling, you’re winging it most of the time.
So, when someone copies you, they’re copying the wrong stuff too.
Joke’s on them.
So, when someone copies you, they’re copying the wrong stuff too.
Joke’s on them.
Don't force yourself to become an 'expert' in a marketing channel you hate.
You’ll fail anyway, and hate life in the process.
Is that why you started a company?
You’ll fail anyway, and hate life in the process.
Is that why you started a company?
How to select your first marketing channel
When you’re brand new, how do you select your first marketing channel?
longform.asmartbear.com
September 9, 2026 at 1:52 PM
Don't force yourself to become an 'expert' in a marketing channel you hate.
You’ll fail anyway, and hate life in the process.
Is that why you started a company?
You’ll fail anyway, and hate life in the process.
Is that why you started a company?
Generic words are interpreted differently by different people, so it's not clear what message will be received on the other end of the Internet connection.
Specificity helps your actual point gets across.
Specificity helps your actual point gets across.
Specificity: A weapon of mass effectiveness
Want to write better? Swap generic words for specifics to make your text clear, powerful, engaging, and even funny.
longform.asmartbear.com
September 9, 2026 at 3:47 AM
Generic words are interpreted differently by different people, so it's not clear what message will be received on the other end of the Internet connection.
Specificity helps your actual point gets across.
Specificity helps your actual point gets across.