Key ideas from Greg Stewart

• Ladder grew from 9,000 paying members in early 2023 to over 300,000 today, approaching $100 million ARR
• Greg Stewart's cave process studying Crossing the Chasm helped identify their specific target customer for TikTok growth
• The company built their own AI customer support tool handling 90% of tickets with just one human support person
• TikTok organic content took one account from zero to 250,000 followers in 45 days before adding paid marketing
• Ladder's nutrition feature launched with 4 million meals logged in just six weeks after beta testing
• The team operates with 30 people excluding coaches and has zero managers despite the scale
• General Catalyst's customer value fund finances their growth investment, solving the consumer CAC funding problem