The New Normal Newsletter

Allison Pickens
I launched The New Normal Fund to support the CEOs who are helping our world not just adapt to the "new normal," but also create a better version of it.
Created 26 Sep 2020
  • Empowering the “Analytically Technical”
    13 Oct 2021 • 5 min read
    What does it mean to be a "data person" these days? "Data scientist" conjures up images of PhDs hunkering down on advanced statistical analyses. There's an eliteness to the title. Folks who merely are...
  • How to Drive Website Conversion
    15 Sep 2021 • 5 min read
    Websites have been around for decades. But the truth is, most websites don't do a good job at converting visitors to customers. This is hugely problematic for driving efficient growth. Product-led com...
  • "Wantrepreneurs" and Category Creation
    17 Aug 2021 • 6 min read
    I once heard that in ancient Greece, no one claimed they "had a creative idea." Instead, they claimed that a kind of spirit -- a "daemon" -- came to visit them and planted a thought within them. Today...
  • How to Run a Product-Led Sales Team
    12 Aug 2021 • 5 min read
    As someone who spent six years building a customer success software company, I've been fascinated with how product-led growth (PLG) has changed the way that companies relate to their customers. When p...
  • The Future of User Interfaces
    11 Aug 2021 • 7 min read
    We’ve been accustomed to the same basic user interface across all apps and sites for essentially two decades now: a layout with buttons. Those layouts have become slicker over time, but they’re still ...
  • Why Human Warmth Is Essential to a Product-Led Growth Strategy
    27 Jul 2021 • 5 min read
    I hadn’t met #Warmly's CEO & co-founder Max Greenwald in person until he came to visit me (and my newborn daughter!) in my backyard in the Bay Area a few weeks ago. But we had done a number of phone a...
  • Why Timing Is Everything
    01 Jun 2021 • 6 min read
    I met Joseph Kitonga, the founder of Vitable Health, when he was part of the Y Combinator summer 2020 cohort. That cohort included dozens of now-classic "new normal" businesses -- software companies e...
  • Fivetran SKO Keynote: Why "Other-Orientation" Is Pivotal
    24 May 2021 • 3 min read
    I recently sat down with Taylor Brown, COO at Fivetran — a hyper growth company backed by a16z, Matrix, and General Catalyst — to discuss customer success at their annual sales kickoff. The fact that ...
  • How to Hire an Independent Board Director
    13 Apr 2021 • 9 min read
    Tons of SaaS companies are opening up seats for independent board directors these days. I see several drivers of this: Diversity as a Goal: There's an increasingly common objective to improve the dive...
  • The Rise of the COO Role, Part 2
    06 Apr 2021 • 5 min read
    Following my fireside chat with Tomasz at Redpoint, I published a post on the Rise of the COO Role, discussing why founders are increasingly recruiting COOs, and offering advice to founders on how to ...
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