The Ledger, every show

“Pre-Calm, when we were thinking about the business, but we hadn't quite launched it, I created a web page called Do Nothing for Two Minutes, and this is actually how Calm got its first 100,000 users.”

“People were getting something in, in return, you know, they were getting an advert that people could click on, and some of those early Advertisers got an insane return on their investment.”

“We just, we built it one afternoon and tweeted about it, and it just went viral. And within a week, had about two million visitors.”

“There was like a couple of audio recordings for free, and then you'd pay five dollars to unlock the full app. There was no subscription. In fact, at the time, Apple hadn't embraced subscriptions at all but it was encouraging because 10% of people who downloade…”

“She helped do our first successful user acquisition, and it was in, I think, January, 2017, we had our first million dollar month, and it's because we had cracked the UA code.”

“So, you know, the very first subscription we had was 10 dollars a year, and then I think in 2015 we made it 40, then it was 50, and then 60. And each time the conversion rate would be lower, but the net of it would be that we would make more money, you would h…”

“I met Michael as a direct result of the Million Dollar homepage, got invited to a party, and met him there, and so it was the most key turning point in my early career”

“And funnily enough, only about 50% of people who went on the page could actually do nothing, like not touch their mouse or keyboard.”