Why are startups deliberately restricting access instead of maximizing signups? Because controlled, invite-based growth has a well-documented track record of building stronger retention and pricing power than open signups — and Superhuman is the clearest, most extensively studied case. In 2019, with only 15,000 active users, Superhuman had more than 180,000 people on its waitlist; […]
Why are Indian startups deliberately targeting fewer customers instead of maximizing user growth? Because acquiring customers has gotten measurably more expensive everywhere, and Indian investors are now rewarding capital efficiency over raw scale. Global data shows customer acquisition costs have risen roughly 60% over the past five years, with B2B SaaS CAC averaging around $1,200 […]
What is founder-led branding and why is it rising among Indian startups? Founder-led branding is when a company’s public perception is shaped primarily through the founder’s own voice, thinking, and communication — not just logos and ad campaigns. In India, it’s grown from occasional interviews into a structured strategy: CRED’s Kunal Shah built a following […]
