searchlore

Back to Resource

All Segments

Building Substack | Sachin Monga (Substack, Facebook)

Building Substack | Sachin Monga (Substack, Facebook)

45 segments available

Sachin Monga is the Head of Product at Substack, a platform that I personally use every day, and love. Before Substack, Sachin co-founded an app called Cocoon, which he ended up selling to Substack. Before that, he spent over seven years at Facebook as a PM working on video and camera products, building out the developer platform, and leading the ads growth team. In today’s episode, we dive deep on all things Substack. Sachin shares what it’s like transitioning from a large product team at Facebook to a small growth team. He discusses how to work with a hands-on founder and why you must be comfortable with rapid change in a PM role. He also shares unique features of Substack that make it an optimized experience for readers and writers, how he’d like to see it improved, and tips for anyone wanting to get started writing online. Find the full transcript here: https://www.lennysnewsletter.com/p/building-substack-sachin-monga-substack — Where to find Sachin Monga: • Twitter: https://twitter.com/sachinmonga • LinkedIn: https://www.linkedin.com/in/sachinmonga/ • Email: Sachin@substackinc.com — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — Thank you to our wonderful sponsors for making this episode possible: • Retool: https://retool.com/lenny • Stytch: https://stytch.com/lenny • Vanta: https://vanta.com/lenny — Referenced: • Substack: https://substack.com/ • Matt Taibbi on Substack: https://taibbi.substack.com/ • Bill Bishop on Substack: https://sinocism.com/ • Jasper: https://www.jasper.ai/ • DALL-E 2: https://openai.com/dall-e-2/ • 1000 True Fans: https://www.amazon.com/1000-True-Fans-Kellys-Simple-ebook/dp/B01N9P9O4G • You Are Not Late: https://medium.com/message/you-are-not-late-b3d76f963142 • The Timeless Way of Building: https://www.amazon.com/Timeless-Way-Building-Christopher-Alexander/dp/0195024028 • Martyrmade podcast on Substack: https://martyrmade.substack.com/ • Colin Meloy on Substack: https://colinmeloy.substack.com/ • Ethan Strauss on Substack: https://houseofstrauss.substack.com/ • Kareem Abdul-Jabbar on Substack: https://kareem.substack.com/ • Dayne Rathbone: https://www.linkedin.com/in/daynerathbone/ • For All Mankind on Apple TV+: https://tv.apple.com/us/show/for-all-mankind/umc.cmc.6wsi780sz5tdbqcf11k76mkp7 — In this episode, we cover: (00:00) Sachin’s background (07:11) The evolution and structure of teams at Substack (10:11) What it’s like working at a smaller company with a hands-on founder (12:07) How to share in a founder’s vision (14:02) Why the rate of change is the most challenging aspect of the job (16:37) Why prioritization at Facebook worked differently than it does at Substack (20:03) How Substack thinks about prioritizing for writers and readers (22:17) Substack’s recommendation feature and how it came to be (27:13) How recommendations have led to an increase of millions of subscribers (31:34) Moving forward with network-driven discovery  (32:17) The “build with” principle and the product lab at Substack (35:02) How Substack deals with negative press (36:45) The writer experience at Substack (39:13) The reader-focused experience on Substack (40:41) Advice for writers (44:45) Substack’s vision for making creation easier (46:39) Common mistakes creators make, and how product improvements could help in some cases  (49:57) Why you’re not too late to join the game (52:52) Lightning round — Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

Segments Timeline

1
0:00 - 1:06
1:06 duration212 words

The Golden Era for Writers

Sachin Monga discusses the transformative potential of Substack for writers, highlighting how the platform allows established and emerging writers to find their true value. He emphasizes that the economic model for supporting quality writing has historically been flawed, but Substack is changing that narrative by enabling writers to thrive without needing massive audiences.

"I really think that we're just starting into this Golden Era of what it might mean to be a writer on the internet the economic model for supporting great writing on the internet has been generally pre..."

2
1:06 - 2:03
0:56 duration210 words

Introduction to Sachin Monga

In this segment, Lenny introduces Sachin Monga, the Head of Product at Substack. Sachin shares his background, including his previous startup Cocoon and his extensive experience at Facebook. The conversation sets the stage for a deep dive into Substack's product development and its impact on writers and readers.

"welcome to Lenny's podcast I'm Lenny and my goal here is to help you get better at the craft of billing and growing products today my guest is Sachin manga who is currently the head of product at sub ..."

3
2:03 - 3:11
1:08 duration209 words

The Role of Internal Tools

Sachin Monga explains the importance of internal tools in large companies and how they can be cumbersome to build and maintain. He introduces Retool, a platform that simplifies the creation of custom internal apps, making it accessible for small teams to enhance productivity and efficiency.

"with that I bring you Sachin manga who has an opinion on internal tools internal tools are something you probably don't think about until you have to or probably didn't even occur to you to think abou..."

4
3:11 - 4:22
1:11 duration199 words

Seamless User Authentication with Stytch

Lenny discusses the challenges of user authentication and onboarding, introducing Stytch as a solution. Stytch offers flexible authentication options that enhance user experience and security, allowing companies to improve conversion rates significantly while saving engineering resources.

"apps to operate with greater efficiency maybe you've thought about using retools before but just haven't and I'm here to tell you that now teams of up to five can build unlimited retool apps for free ..."

5
4:22 - 5:02
0:39 duration139 words

The Impact of Substack

Lenny expresses his gratitude for Substack, sharing how it has transformed his career. He invites Sachin to discuss the platform's features and the vision behind its development, setting the tone for an insightful conversation about the future of Substack.

"super smooth to get one thousand dollars in free credits just go to stitch.com com slash Lenny to sign up in that Stitch with a y Sacha and welcome to the podcast thanks for having me I'm actually rea..."

6
5:02 - 6:56
1:54 duration420 words

Sachin's Journey to Substack

Sachin shares his journey to Substack, detailing his previous startup Cocoon and the challenges faced in the advertising-driven model. He highlights the alignment of his vision with Substack's mission to create a better user experience through direct subscriptions, leading to his transition to the company.

"that's so great to hear just to set a little context for folks can you just talk about how you got to substack you currently had a product that sub stack well it's kind of that journey to sub stack we..."

7
6:56 - 8:29
1:32 duration327 words

Product Team Structure at Substack

Sachin discusses the evolution of the product team at Substack, explaining the current structure and the roles of product managers. He emphasizes the focus on user-centric teams that cater to writers, readers, and growth, showcasing how the company is transitioning to a product-driven approach.

"and before your startup you're at Facebook for a number of years is that right yes I started in 2011 there on the growth team and had the chance to work on a bunch of different teams there growth plat..."

8
8:29 - 9:44
1:14 duration268 words

Maintaining Team Structure

Sachin reflects on the consistency of Substack's team structure compared to his experiences at Facebook. He explains how the focus on customer needs rather than product surfaces has contributed to the stability of the team organization, allowing for a more effective approach to growth and service.

"makes sense so you currently align it around the user type of user plus kind of the infra and platform stuff do you have a sense of where this might evolve over the next few years just structure wise ..."

9
9:44 - 11:43
1:59 duration471 words

Building Trust with the Founder

Sachin shares insights on working with a founder who has a strong product vision. He discusses the importance of building trust through open communication and regular check-ins, highlighting how this relationship has evolved as the company grows and faces new challenges.

"area or product due sure awesome shout out to the writer team thanks for building all the awesome stuff that I get to use and it makes sense why you are more recently investing in the reader team beca..."

10
11:43 - 12:59
1:16 duration320 words

Navigating Challenges at Substack

Sachin talks about the transformative phase Substack is undergoing, evolving from a tool into a network. He reflects on the challenges and opportunities this presents, emphasizing the importance of aligning the team's efforts with the founder's long-term vision.

"so for the first couple months I'd say that was all I tried to do I think now Chris and I have some reps under our belt and the teams have some reps under under their belts too and that trust just sta..."

11
13:27 - 14:01
0:33 duration150 words

Embracing Change in a Startup Environment

Sachin Monga addresses the challenges of working in a high-growth startup like Substack, where processes and strategies are constantly evolving. He emphasizes the need for adaptability and the importance of continuous improvement, highlighting that what works today may not be effective tomorrow.

"your question I think I think that I really try to be mindful of right now is how do I get a really good sense of like how do I catch up Chris has been thinking about this problem for five times as lo..."

12
14:01 - 15:02
1:00 duration232 words

The Unique Challenges of Product Management

Sachin shares the unique challenges faced by product managers in a rapidly changing startup environment. He discusses the necessity of being comfortable with uncertainty and the importance of humility in navigating the complexities of product development at Substack compared to larger companies like Facebook.

"awesome I'm curious what are the biggest challenges with being in the position you're in like are there any examples of a man that sucked or if you want to go in a different direction is there a certa..."

13
15:02 - 16:00
0:58 duration215 words

The Difference Between Startups and Large Companies

In this segment, Sachin contrasts his experiences at Facebook with his current role at Substack. He explains how the prioritization process differs, noting that at Facebook, trade-offs are often about managing multiple competing priorities, while at Substack, the focus is on time-sensitive decisions that can significantly impact future developments.

"every week every month certainly every year and I think that's easier said than done like it sounds good in theory but then when you're in the thick of it and you're constantly basically feeling like ..."

14
16:00 - 17:01
1:00 duration246 words

Prioritizing for Writers and Readers

Sachin discusses how Substack prioritizes features and improvements with a focus on empowering writers and enhancing the reader experience. He emphasizes the company's principled approach to product development, ensuring that both writers and readers have greater control over their interactions on the platform.

"the rate of change is a huge Factor the point you made about how things are going to keep changing as you grow such an important point that I don't feel like comes up as much as I thought would come u..."

15
17:01 - 18:06
1:04 duration263 words

The Role of Trade-Offs in Product Development

In this segment, Sachin elaborates on the trade-offs involved in product management at Substack. He explains how decisions made today can have long-term implications, and the importance of sequencing in product development, especially as Substack evolves into a more complex ecosystem.

"Facebook app which was what I was working on for the bulk of my time there Facebook might be the most extreme example of trying to solve so many different problems for so many different people in one ..."

16
18:06 - 19:00
0:54 duration229 words

Understanding the North Star of Substack

Sachin shares insights into Substack's guiding principles and how they influence product prioritization. He explains that the company's mission goes beyond just helping writers make money; it’s about giving them control over their work and ensuring readers have a meaningful experience.

"when you really get into the object level like what does your day look like I think being a PM at a high growth year I can at least just I can't generalize this but the job at sub stack right now it l..."

17
19:00 - 20:02
1:01 duration233 words

The Impact of Recommendations on Growth

Sachin highlights the significance of the recommendations feature at Substack, which allows writers to curate and recommend other newsletters. He discusses how this feature enhances the platform's community aspect and fosters organic growth without relying on algorithms.

"might mean b is harder to do like forever and so I think whereas at a startup a lot of it is time time is the main variable we can do this now and that means that we can't do this other thing until la..."

18
21:04 - 22:17
1:12 duration270 words

Empowering Writers and Readers

Sachin Monga discusses Substack's commitment to giving writers control over their content and readers a personalized experience. He emphasizes the importance of prioritizing features that enhance user agency, contrasting it with platforms like TikTok. This segment highlights how Substack's strategic decisions are rooted in empowering both writers and readers.

"terms to Their audience make money directly from their subscribers and also that readers should be in control over their experience like when you show up to subside.com that experience should be somet..."

19
22:17 - 23:38
1:21 duration281 words

The Game-Changing Recommendations Feature

Sachin introduces Substack's recommendations feature, which allows writers to curate and recommend other newsletters. He explains how this feature has significantly contributed to his subscriber growth, attributing 70% of it to recommendations. This segment showcases the impact of personalized recommendations on user engagement and platform growth.

"wanted to talk about this recommendation feature I feel like it's maybe the most underappreciated radical shift in substack and just like Platforms in general I think this is going to go down as one o..."

20
23:38 - 25:01
1:23 duration309 words

From Skepticism to Success

In this segment, Sachin shares the initial skepticism from Chris, Substack's founder, regarding the recommendations feature. He recounts how the feature emerged from observing organic user behavior and how it quickly gained traction, leading to a viral growth effect. This highlights the importance of user-driven product development.

"did this come to be sure the way it came to be was that we noticed this organic Behavior emerging which was that a lot of readers of sub Stacks were starting to discover other sub Stacks but the way t..."

21
25:01 - 26:18
1:17 duration304 words

Driving Subscriptions Through Network Effects

Sachin elaborates on how recommendations have driven millions of new subscriptions across Substack. He discusses the broader implications of network-driven discovery and how the platform is evolving to enhance user engagement. This segment underscores the significance of community and cross-pollination in subscription growth.

"that worked really well and Facebook in particular I think glad I joined in 2011 it was definitely still during the era I think Facebook maybe had just over 500 million users and was on this path to b..."

22
26:18 - 27:30
1:12 duration276 words

Quality Over Quantity in User Growth

Sachin addresses concerns about the quality of subscribers gained through recommendations. He reassures that while some may be lower intent, the overall engagement remains high. This segment emphasizes the balance between expanding reach and maintaining a dedicated audience.

"that's probably just gonna be really hard to pull off right it's just like you need there's a lot more things that have to be true you need writers to opt in you need to pick the good people to find a..."

23
27:30 - 28:50
1:20 duration260 words

Building a Social Graph of Recommendations

In this segment, Sachin discusses the potential of recommendations as a social graph, fostering goodwill and influence among writers. He shares insights on how recommendations are surfaced to new subscribers, enhancing the discovery process. This highlights the innovative approach Substack takes to connect writers and readers.

"recommendations feature of course recommendations in particular is still just one component in this broader basket of network driven Discovery and I think we recently shared a set more than one in thr..."

24
28:50 - 30:05
1:15 duration273 words

The Challenge of User Engagement

Sachin reflects on the challenges of getting users to engage with new features. He shares lessons learned from the rollout of the recommendations feature, emphasizing the importance of thoughtful implementation and user feedback. This segment provides valuable insights into product development strategies.

"surfaced to people at a moment where not only are they just hearing about you for the first time but they might just be hearing about the recommending writer for the first time too they're new subscri..."

25
30:05 - 31:30
1:25 duration256 words

The Role of Recommendations in Growth

Sachin highlights the significance of recommendations in driving growth for Substack. He discusses how the feature has created a platform for sharing and supporting other newsletters, fostering a collaborative environment. This segment showcases the community-driven aspect of Substack's growth strategy.

"hand having a huge pool of interested people that aren't ready to convert yet it's only beneficial and when I send a free post and mention hey I have a paid subscription you can get more it works real..."

26
31:30 - 33:01
1:31 duration364 words

Building with Writers and Readers

Sachin concludes by discussing Substack's principle of building products with input from writers and readers. He emphasizes the importance of user-centric design in creating impactful features. This segment encapsulates Substack's commitment to fostering a collaborative and responsive product development culture.

"and to claim your discount get started today something else I'll mention that I've learned to do is I feel so fortunate being early on sub stack and having this thing grow so much especially from this..."

27
33:01 - 34:45
1:43 duration405 words

Navigating Negative Press

Sachin discusses how Substack deals with negative press and public scrutiny. He emphasizes the importance of focusing on the core mission and filtering out distractions, drawing from his experience at Facebook to maintain team morale and productivity.

"faster better Etc and one of the principles like I guess in this Playbook that we're trying to write is we call it build with writers build with readers in some ways now they think about it it's almos..."

28
34:45 - 36:28
1:42 duration385 words

The Future of Substack for Writers

Monga envisions a golden era for writers on the internet, highlighting how Substack empowers them to monetize their work without needing massive audiences. He shares success stories of writers who have found value on the platform and discusses future enhancements to support their growth.

"helpful to have a bit of this infrastructure in place and often the thing that we end up shipping on day one tends to be pretty different from what we had in mind before we went through this process y..."

29
36:28 - 38:01
1:33 duration297 words

Reader-Centric Evolution

Sachin outlines Substack's commitment to enhancing the reader experience, aiming to create a space where quality content thrives. He discusses the launch of the iPhone app and plans for an Android app, emphasizing the platform's role as a community hub for valuable content.

"of the way that I think our culture is internally being formed right now we tend to not get distracted seems to be the case I'm curious where you see sub stack going as a product long term what are yo..."

30
38:01 - 39:50
1:49 duration422 words

Advice for Aspiring Writers

Monga offers practical advice for those looking to start their own Substack newsletters. He encourages potential writers to begin creating content, regardless of their medium, and stresses the importance of building an audience outside of traditional platforms.

"relatively small number of people value it highly enough to pay for it and that's like a new thing and so when I see the next one to two years play out for the writer side of the equation a lot of wha..."

31
39:50 - 42:55
3:05 duration641 words

The Journey of a Substack Creator

Sachin reflects on his own journey with Substack, illustrating how he transitioned from a casual writer to a full-time creator. He emphasizes the ease of starting a newsletter and the significance of consistency in maintaining engagement with subscribers.

"let into that space and you might not spend two hours a day in there and that's fine but it might be the first place you go because it's where all the best stuff is and it's where your best communitie..."

32
42:55 - 44:01
1:05 duration251 words

The Vanguard of Community Building

Monga highlights the role of community in Substack's ecosystem, praising Lenny's newsletter as a leading example of how to cultivate a thriving community of readers and contributors. He discusses the potential for Substack to support diverse content formats and foster collaboration.

"combination of features of just like a really simple blogging newsletter and collecting emails and maybe monetizing down the road yeah that's amazing to hear yeah so I think that just start advice is ..."

33
43:43 - 44:45
1:01 duration216 words

Empowering Writers and Building Community

In this segment, Sachin talks about how Substack can enhance the writer's experience by fostering community engagement. He highlights the importance of guest posts and creating spaces for interaction among subscribers, which can alleviate the burden of content creation for writers.

"charge I'm really excited and I actually view your sub stack as a Vanguard as a very kind of Leading Edge example of this of you have turned your sub stack into this not just this thriving community o..."

34
44:45 - 46:16
1:31 duration369 words

Leveraging AI for Writing Assistance

Sachin explores the potential of AI tools like Jasper to assist writers in generating content. He discusses how these tools can enhance the writing process while also considering the implications of integrating such technology into Substack's platform.

"kind of thing so anything you could share about what sorts of things you're thinking there and what you might be possible let's see guest posts are working really well and I'll say that we have a bunc..."

35
46:16 - 47:31
1:14 duration301 words

Common Mistakes New Writers Make

Monga shares insights on common pitfalls that new Substack writers encounter, such as the fear of audience perception and the pressure to maintain a consistent publishing schedule. He encourages writers to embrace flexibility and explore their options without overthinking their audience's expectations.

"right an interesting camera we did talk about whether we should change our default Publications you know your default name was like just like Lenny's newsletter and we probably gave you like a little ..."

36
47:31 - 49:03
1:31 duration338 words

The Myth of Being Too Late

In this segment, Sachin dispels the myth that it's too late to start a Substack newsletter. He shares his own experience of feeling late to the game and emphasizes the vast opportunities available for new writers to find their niche and build a loyal subscriber base.

"make me make all these decisions I just want to kind of get in the game I think that in general a mistake that people might make is uh maybe flip it back at an anecdote related to what I heard from Ch..."

37
49:03 - 50:41
1:38 duration351 words

The Value of a Thousand True Fans

Monga discusses the concept of '1000 True Fans' and how it applies to Substack writers. He illustrates how a small, dedicated audience can lead to significant income and encourages writers to focus on building genuine connections with their subscribers.

"would totally pay if they could and so you know go back to that kind of like spectrum of am I just trying to write a blog post am I trying to start a media Empire it's kind of like many people won't k..."

38
50:41 - 52:07
1:26 duration344 words

You're Not Late to the Internet Revolution

Sachin reflects on the ongoing evolution of the internet and the opportunities it presents for creators. He draws parallels to historical tech movements, reinforcing the idea that we are still in the early stages of shaping the digital landscape.

"about what you're doing so think about as they're like a niche or something you're excited about that you can find a thousand people to pay you 10 bucks a month and you'll make and what's what's cool ..."

39
52:07 - 53:17
1:10 duration278 words

Books That Shape Product Thinking

In this segment, Sachin recommends influential books that have shaped his approach to product management, particularly those related to architecture and urban planning. He highlights Christopher Alexander's 'The Timeless Way of Building' as a key resource for understanding user-centric design.

"talking about the internet and how in the grand scheme of things how lucky we are I don't even know what he wrote it maybe it was probably 10 years ago at this point but certainly at a time where a lo..."

40
53:01 - 54:51
1:50 duration430 words

Books That Inspire Product Thinking

Sachin shares his favorite books that have influenced his career in product management, particularly those related to architecture and urban planning. He highlights Christopher Alexander's 'The Timeless Way of Building' and discusses its relevance to creating better user experiences in the digital realm.

"that you recommend most to other people I will plug some books that have nothing to do with the Internet or software or Tech but have been the most informative or instructive books for me I think in m..."

41
54:51 - 56:00
1:09 duration254 words

Substack Recommendations

In this segment, Sachin recommends several Substack writers and podcasts, including Daryl Cooper's 'Martyr Made Podcast,' which delves deep into various topics. He emphasizes the importance of high-quality content and the unique relationship between creators and their audience on Substack.

"awesome we're going to include that in the show notes for sure what are two or three sub Stacks that you recommend most speaking of recommendation features I was just thinking about this is I don't wr..."

42
56:00 - 57:01
1:00 duration253 words

Celebrating Creators on Substack

Sachin discusses notable creators on Substack, including Colin Meloy and Ethan Strauss, highlighting their unique contributions and the freedom they have to explore diverse topics. He also shares a personal achievement of being recommended by Kareem Abdul-Jabbar, showcasing the impact of Substack's community.

"that's the Martyr made podcast and since I know this is supposed to be a lightning round and I spent too much time on that the two others that I'll just quickly throw out there Colin Malloy is one of ..."

43
57:01 - 58:10
1:09 duration261 words

Building the Recommendation Feature

Sachin acknowledges the team behind Substack's recommendation feature, particularly praising Dane Rathbone for his leadership in its development. This segment emphasizes the collaborative effort required to create impactful product features that enhance user experience.

"Google cream Abdul Japan you'll find it on the recommendation feature I was just thinking you want to shout out the folks that built it like I would love to let's do it yeah it's too many it was it en..."

44
58:10 - 59:01
0:51 duration181 words

Favorite Shows and Interview Insights

Sachin shares his thoughts on the latest season of 'For All Mankind,' praising its storytelling and character development. He also discusses his approach to interviewing candidates, emphasizing the need for tailored questions that reveal the grit and endurance necessary for success in a fast-paced startup environment.

"the next season same and final question what's a favorite interview question you like to ask folks when you're interviewing them I have a tough time answering this question because I have found that t..."

45
59:01 - 1:00:34
1:32 duration360 words

Connecting with Sachin Monga

In the closing segment, Sachin shares how listeners can connect with him and mentions a senior data role available at Substack. He expresses gratitude for the opportunity to discuss his experiences and insights, reinforcing the importance of community and collaboration in the tech space.

"to have one question that will get that signal you need to tailor it to that person's background all right I'll accept that matter answer thank you so much for being here as I've shared slip stack is ..."