Scaling Duolingo, embracing failure, and insight into Latin America’s tech scene | Gina Gotthilf

Описание: Gina Gotthilf is a co-founder and the COO of Latitud, a startup platform supporting the next generation of iconic tech startups in Latin America. Previously, Gina led growth and marketing at Duolingo, which she helped grow from 3 million to 200 million users. She was recently named one of the 500 most influential people in all of Latin America by Bloomberg. In today’s episode, we discuss:
• Behind the scenes of Duolingo’s early growth
• How to balance the “A and B sides” of life
• Stories from Mike Bloomberg’s presidential campaign
• Lessons from Duolingo’s international expansion
• Tactical tips for driving organic growth
• How to use PR, brand love, and community as growth levers
• Why Gina is passionate about investing in Latin America

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Find the full transcript at: https://www.lennyspodcast.com/scaling...

Where to find Gina Gotthilf:
• X:   / ginag  
• LinkedIn:   / ginafrombrazil  
• Instagram:   / gina  

Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• X:   / lennysan  
• LinkedIn:   / lennyrachitsky  

In this episode, we cover:
(00:00) Gina’s background
(04:34) The Vamos Latam Summit
(07:22) Gina’s “A and B sides” framework
(09:34) Her B side
(16:27) Lessons from working on Mike Bloomberg’s presidential campaign
(20:40) How Gina was able to 3x the conversion rate on a campaign site in one day
(24:34) 4 areas Duolingo leaned into to have success in the difficult world of B2C subscriptions
(36:39) B-side lessons from Duolingo
(42:05) The importance of trusting your gut
(44:54) Organic growth tactics and the importance of branding
(48:01) What makes for remarkable branding
(52:01) Duolingo’s process for keeping copy on-brand
(52:45) How Duo’s passive-aggressive messages led to a movement
(55:19) How Latitud uses niche humor as part of their branding
(56:31) Duolingo’s TikTok
(59:02) Lessons from internationalizing Duolingo
(1:03:51) Why Gina was drawn to the tech industry in Latin America
(1:09:26) What Latitud does
(1:17:20) Opportunities in emerging markets
(1:20:45) Lightning round

Referenced:
• The Vamos Latam Summit 2023: https://www.latitud.com/vamoslatamsummit
• Ben Horowitz on LinkedIn:   / behorowitz  
• Rappi: https://about.rappi.com/
• Reed College: https://www.reed.edu/
• Marcus Aurelius: https://en.wikipedia.org/wiki/Marcus_...
• Mike Bloomberg’s website: https://www.mikebloomberg.com/
• How Duolingo reignited user growth: https://www.lennysnewsletter.com/p/ho...
• Burr Settles on LinkedIn:   / burrsettles  
• Nubank: https://nubank.com.br/en/
• Navigating comms and PR | Lulu Cheng Meservey (Substack, Activision Blizzard): https://www.lennyspodcast.com/navigat...
• 47 Duolingo Memes That Are Equal Parts Funny and Extremely Concerning: https://www.buzzfeed.com/kellymartine...
• Latitud: https://www.latitud.com/
• Brian Requarth on LinkedIn:   / brianrequarth  
• On Deck: https://www.beondeck.com/
• Leadsales: https://leadsales.io/en/crm-for-whats...
• Pomelo: https://pomelo.la/latam/
• The Design of Everyday Things: https://www.amazon.com/Design-Everyda...
• Man’s Search for Meaning: https://www.amazon.com/Mans-Search-Me...
• Succession on HBO: https://www.hbo.com/succession
• The Rehearsal on HBO: https://www.hbo.com/the-rehearsal
• The White Lotus: https://www.hbo.com/the-white-lotus
• Bo Burnham: Inside: https://www.netflix.com/title/81289483
• “How is the best-case scenario Joe Biden?” song:    • Видео  
• How to with John Wilson on HBO: https://www.hbo.com/how-to-with-john-...
• Viome: https://www.viome.com/
• Levels: https://www.levelshealth.com/
• Andrew Chen’s blog: https://andrewchen.com/
• The ship of Theseus: https://www.philosophy-foundation.org...
• Gina Gotthilf on 20VC:    • Gina Gotthilf: Lessons Scaling Duolingo fr...  

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Lenny may be an investor in the companies discussed.