Swulinski: Superhuman hit a growth ceiling by hyper-focusing on tech founders
Matt Swulinski · How to Build a $100M Growth Engine: Lessons from Wispr Flow & Superhuman | Matt Swulinski · Aug 14, 2026 · at 27:53
Matt Swulinski, who worked in growth at Superhuman, explains why Superhuman's initial growth plateaued before expanding to other personas.
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“At the end of the day, it was very much a, you know, premium product, immediate paywall, and the core ICP is founders, right? And we also experienced this at Whisper, right? Like the early adopter tech founder is not an infinite audience. I think today it's an ever growing audience because everyone can be a founder. Everyone can have that frame of like, what is my tech stack to be an army of one, right? But if you look back even two, three years ago, The TAM of that is, is, is finite, right? And that's, that was the first asymptote. So essentially, you know, going after additional ICPs like sales and how do we turn superhuman to be more of a sales engine for people? Looking at the recent opens on the right, that's my favorite feature, right? I can see who's creeping on my emails and send them a reply. So like stuff like that, like adapting the product to more ICPs is where you get those additional step changes. But the asymptote is because it was hyper-focused on one ICP. And if you don't proactively like open up the layers of the onion, You're gonna hit, you know, some kind of level.”
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