Verna: Turn early super users into community managers and brand ambassadors
Elena Verna · Elena Verna: How Lovable Launches Product & Hacks Social to Go Viral · 20VC with Harry Stebbings · Mar 14, 2026 · at 17:49
Elena Verna, Head of Growth at Lovable, shares her playbook for building genuine product communities using passionate early adopters.
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“I actually think that what you need to find is your early super users and your early super adopters. Those people that are really excited about your products and you should pull them in to be your community managers. You should pull them in to be your community ambassadors. You should deploy them to be your biggest advocates and for them to start bringing other people around them because of their excitement for the product. But you do need to identify them very early and build community around Them. That is the right way to do it because then they will bring the positivity into it as opposed to it being just a support outlet.”
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“Paid marketing to me is Is a cheap way out, and it's not competitively defensible. I should say cheap. It's actually the most expensive way out, and it's not competitively defensible at all, and it's not sustainable.”
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