So I bought two accounts on your service--one for personal use, and one for business use. Please react, large companies!

Microsoft: WHAT THE HELL IS HAPPENING OH MY GOD PLEASE KILL ME AND END MY TORMENT
Slack: You're my favorite two daily active users.
Google: Fuck your business account, why would you pay us? What is wrong with you?
LinkedIn: Has either account tried premium?
GitHub: Two accounts? Sure. Okay. Okay. Sure. Your green squares graph is gonna suck.
Amazon: there are disturbing and weird crossovers between them, like your MFA—but nevermind that. Every time you spin up a new AWS account you're New To Us and must be onboarded.
Apple: WTF is a business?!
Twitter: Your account is temporarily restricted.
Dropbox: Would either account be interested in some nonsense that has nothing to do with "a folder, synced everywhere?"
MongoDB: We lost both of your accounts. Oops.
Netflix: Between those two accounts, you currently have 40 profiles spread across all 6 continents we serve. This is... fine.
Oracle: We have no idea what a personal user account might be, but we're going to audit you just the same.
WebEx: Can we take you out to dinner? You're 40% of this quarter's net new sales.
OnlyFans: I'm sorry--did you say a business account? And you're not a sex worker? Can you please explain this to one of our product managers, because we're highly confused.
The IRS: We're going to audit the piss out of you just as soon as we can find an auditor who takes one look at this thread and doesn't quit on the spot.

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https://t.co/xoqUUN1nCD)

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My book examines how business groups formed to lobby against patronage and corruption, and in favor of institutional reform, in the 19th c. (https://t.co/FnNhZUupBG)

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Introducing "The Balloon Effect"

Many businesses & creators have experienced a similar pattern of success.

From @MrBeastYT and @MorningBrew to @oatly and @Rovio.

Let's break down what "The Balloon Effect" is and examples of it in real life.

Keep reading 👇


1/ What is "The Balloon Effect"?

It is a particular pattern of growth.

It is not Instagram's growth trajectory.

It is not
https://t.co/5axsTUKek6's growth trajectory.

"The Balloon Effect" is defined by several years of hard work & grit complemented by slow, linear growth.

2/ And then one day, one month, or one quarter...everything changes.

A business hits a tipping point and its trajectory shifts entirely.

Gradual growth turns to exponential growth & your brand and your size explode.

Like a step function.

3/ Now, you're probably wondering.

Why is it called "The Balloon Effect"?

Because filling/popping a water balloon follows the exact pattern I just described (and so many businesses experience).

Long unsexy slog 👉 Exponential tipping point.

4/ Initially, you turn on the faucet & water takes up space in the empty balloon.

Through effort you open the faucet, yet the results are unexciting.

But it's what must be done for water (or growth) to happen at all.

It's not sexy, but it's necessary.

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