Zaqlick

Chief Executive Officer

Adlega

Contractor

Salesforce Consultant

TRADEBYTE

Operational Excellence and Efficiency Team Leader

Knauf IT 

Salesforce Project Manager

Deloitte Digital

Senior Consultant

EPAM Systems GmbH

Salesforce.com Consultant/Product Owner

Project Manager

Building startups

I’ve started three companies, survived two pivots, and bailed countless founders out of spreadsheet purgatory.

Today, I’m the CEO of Adlega, a SaaS runway‑planning platform trusted by 1,200+ founders to model cash burn in under 90 minutes. Nights and weekends, I’m building Zaqlick, a “first‑mile” discovery layer that lets early‑stage teams chat with AI personas trained on real market data (think Reddit rants, competitor reviews, and support tickets). You ask, they answer, and your next customer interview starts miles deeper.

Why build both? I’ve wasted months guessing what users really cared about. The result: half‑built features, burned runway, and an inbox full of polite maybes. Adlega keeps the money math honest; Zaqlick flips the discovery script so you ship with confidence, or kill the idea early and save the coffee budget.

What lights me up:
- Digging through messy, unstructured data and surfacing non‑obvious opportunities.
- Translating growth metrics into plain‑English roadmaps.
- Swapping war stories with builders who still have more questions than answers.

Track record:
- Bootstrapped Adlega, now powering runway models for 1,200+ founders worldwide.
- Former CMO who turned a flat‑lining freemium app into a $2.4 M ARR engine in 18 months.
- Kellogg‑WHU EMBA (because numbers + narrative > numbers alone).

Let’s talk!
If you’re an indie hacker, accelerator grad, or curious VC who thinks discovery and finance should be equally data‑driven - DM me or join the Zaqlick waitlist 👉 zaqlick.com.

Elena Tsemirava

Startup lingo 101: 
 
-> Bootstrapped? Profit-making for the win.
-> Serial founder? More like, 'I can't hold a job'.
-> Big data: Brow furrows when it crosses 10GB.
-> AI? Basically, some good ol' linear regression.
-> Crushing it: The classy way to say 'barely making it'.
-> Automated? Just folks working their magic on Fiverr.
-> Visionary? Sounds like someone's feeling high and mighty.
-> Organic growth? Fancy talk for 'Google ads are draining my budget'.

Elena Tsemirava, MBA

Founder @ Zaqlick - AI-Enhanced User Research | 15+ yrs insight & marketing | I help PMs and Agencies run realistic AI focus groups to pressure-test concepts, journeys & messaging

𝗗𝗼𝗻’𝘁 𝗴𝗲𝘁 𝗳𝗼𝗼𝗹𝗲𝗱! 𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘆𝗼𝘂 𝗵𝗲𝗮𝗿 𝗮𝗯𝗼𝘂𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝗶𝘀 𝘁𝗿𝘂𝗲.

Everyone keeps repeating the same advice about how many interviews you “need”… but it’s outdated, slow, and usually wrong.

Watch this video before you schedule another interview. 

It breaks down the hidden mistake almost every team makes, and how to avoid wasting weeks talking to the wrong people.

🎥 𝗩𝗶𝗱𝗲𝗼 𝗯𝗲𝗹𝗼𝘄.

Rejections sting, but they're also your most honest feedback from the real world.

It is a critical topic about adequately assessing one's own competence in almost all areas of life!  

Life, work, business, and personal have one common element: constant judgment. 

Thumbs up or down, it's inevitable. 

The fear of a negative response is natural! 

This judgment is the only thing that can be called honest feedback from the real world. 

That's why there should be multiple attempts to get a verdict!

In startups, rejections are an integral part of all processes: any kind of outreach or, for example, applying to accelerators. Applying to a hundred accelerators is the best way to test yourself in the role of a founder. 

And rejections in personal life? Everyone here has plenty of their own examples!

Let's talk probabilities because understanding probabilities helps to accept rejections adequately:

 🎯  Getting into @Y-Combinator after Stanford is 1-2%. 

🤷‍♀️ And for us, international female founders - much less than 1%. 

At the same time, I often see messages like "We applied. We think they will admit us!"

Some only face reality from time to time, like job interviews. 

Dwell in an illusionary world, lose touch with competency. 

The more reality checks, the better the resilience and probability of success.

What to do? 

Enter competitions, write stellar posts, apply for jobs, launch small projects and try to sell (painful but worthy), and write innumerable emails seeking meaningful interactions. It's monitoring your competency outside the illusionary bubble.

My approach: rejection or ignorance is the default state. That is, this is the expected result of my contact with reality. Then, there are no worries about rejections. And if someone becomes interested - here is a reason to rejoice!  

Remember: Most life actions, particularly the ones that matter, have conversion rates lesser than 3%. 

Especially those that are particularly important to us! 

Let's call them "steps to the dream". 

Therefore, the most important thing is not to stop pouring your attempts into the funnel. 

Even with 1% odds, dreams do come true! 🤞

Most people think AI focus groups replace human research.

Wrong.

They amplify it.

I've run 200+ sessions now, and here's what I've learned:

• AI crushes it at scale and speed. You can test 50 variations in the time it takes to schedule one human interview.

But human intuition? That's where the magic happens.

Algorithms miss the pauses. The hesitations. The "wait, actually..." moments that completely flip your understanding.

They can't read the room when someone's being polite vs. genuinely excited.

The best insights don't come from choosing one or the other.

They come from layering both.

Here's my process:

1. Use AI to pressure-test ideas fast
2. Identify patterns and outliers
3. Validate with real users on the edges

AI tells you what. Humans tell you why.

AI finds the signal. Humans add the context.

Stop treating them as competitors. Start treating them as collaborators.

The companies winning right now aren't picking sides.

They're using AI to move faster and humans to move smarter.

I got my second resignation email before 9 am yesterday.

Saturday morning at 6:37, I was deep in spreadsheets while everyone else slept in.

By 3pm, I'd made 17 decisions. Big ones. Small ones. All on me.

The angry customer email? That's mine to handle.

Payroll's due Thursday. The bank balance isn't quite there yet.

Sunday afternoon and I can't switch off. My brain's still running scenarios.

This is the part they don't show you in the "entrepreneur lifestyle" posts.

No applause. No celebration. Just you and the weight of it all.

The highlight reels make it look easy.

They skip the sleepless nights and the constant pressure.

They forget to mention you're the first one blamed and the last one paid.

I love what I do. I wouldn't trade it.

But let's be real about what it actually takes.

Starting a business isn't for everyone.

And that's perfectly okay.

If you're in it, you already know.

If you're thinking about it, make sure you know what you're signing up for.

Because the reality hits different than the dream.

What 47 SaaS founders told us about their biggest pricing mistake:

𝟲𝟴% 𝗮𝗱𝗺𝗶𝘁𝘁𝗲𝗱 𝘁𝗵𝗲𝘆 𝘂𝗻𝗱𝗲𝗿𝗽𝗿𝗶𝗰𝗲𝗱 𝗶𝗻 𝘆𝗲𝗮𝗿 𝗼𝗻𝗲.

Why? They were "scared to ask for more."

The average time to first price increase? 𝟭𝟴 𝗺𝗼𝗻𝘁𝗵𝘀.

They all agreed: 12 months too late.

Most painful lesson learned:

"Free trials without qualification attracted tire-kickers, not buyers".

One B2B founder told us:

"I thought $49/mo was safe. Turns out, cheap pricing attracted cheap customers who churned fast".

Another shared:

"We doubled our price and lost 20% of signups, but revenue went up 60%. Should've done it sooner".

The pattern is clear.

𝗨𝗻𝗱𝗲𝗿𝗽𝗿𝗶𝗰𝗶𝗻𝗴 𝗱𝗼𝗲𝘀𝗻'𝘁 𝗽𝗿𝗼𝘁𝗲𝗰𝘁 𝘆𝗼𝘂.

It attracts the wrong customers. Creates churn. And leaves money on the table.

Your pricing signals your value.

Price too low and you're telling the market you're not worth much.

Price confidently, and you attract buyers who see the value.

The founders who raised their prices early? They're the ones who scaled faster.

If you want help auditing your investor narrative, DM me.

We tore up our own customer personas.

Best decision we ever made.

We thought we knew our customer: "Young founder. Likes tech. Wants to build ideas."

But that was too broad.

So we decided to test our own medicine. We ran our "ideal customer" through our own tool, Zaqlick.

We analyzed 1,522 public conversations from across the web.

We didn't look at age or job titles. We looked for 𝗽𝗮𝗶𝗻.

We found something surprising.

Our "one customer" was actually four different people:
𝟭. 𝗧𝗵𝗲 𝗪𝗮𝗻𝗱𝗲𝗿𝗲𝗿𝘀 (𝗣𝗮𝗶𝗻: 𝟳.𝟭/𝟭𝟬) They can't find their first user. They feel stuck. They will pay anything for help.
𝟮. 𝗧𝗵𝗲 𝗖𝘆𝗰𝗹𝗲-𝗕𝗿𝗲𝗮𝗸𝗲𝗿𝘀 (𝗣𝗮𝗶𝗻: 𝟲.𝟱/𝟭𝟬) They change their mind every few weeks. They are scared of running out of money.
𝟯. 𝗧𝗵𝗲 𝗡𝗶𝗰𝗵𝗲-𝗦𝗲𝗲𝗸𝗲𝗿𝘀 (𝗣𝗮𝗶𝗻: 𝟮.𝟵/𝟭𝟬) They are exploring 3 ideas at once. They want quick answers. They won't pay much.
𝟰. 𝗧𝗵𝗲 𝗣𝗶𝗼𝗻𝗲𝗲𝗿𝘀 (𝗣𝗮𝗶𝗻: 𝟯.𝟱/𝟭𝟬) They just need help picking an idea.

See the gap?

There is a huge difference between a pain score of 7 and a pain score of 2.

Here is the hard truth we learned:
-> Only 5% of the people had real, "bleeding" pain.
-> But that 5% is willing to pay 5x more than everyone else.

We were planning to build features for everyone. Which meant we were pleasing no one.

So we made a scary choice.

We killed half our planned features.

We rebuilt the roadmap just for 𝗧𝗵𝗲 𝗪𝗮𝗻𝗱𝗲𝗿𝗲𝗿𝘀 and 𝗧𝗵𝗲 𝗖𝘆𝗰𝗹𝗲-𝗕𝗿𝗲𝗮𝗸𝗲𝗿𝘀.
The results?

• We cut our roadmap in half.
• We saved 3 months of wasted dev time.
• We finally knew exactly what to build first.

The lesson is simple.

Don't group people by age or company size.

Group them by: "How badly does this hurt?"

A customer with low pain won't buy. A customer with high pain will.

Build only for the people who need you the most.

𝗣.𝗦. 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘀𝗲𝗲 𝘄𝗵𝗶𝗰𝗵 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗮𝗿𝗲 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗯𝗹𝗲𝗲𝗱𝗶𝗻𝗴? 𝗪𝗲 𝗼𝗽𝗲𝗻 𝘁𝗵𝗲 𝗱𝗼𝗼𝗿𝘀 𝗶𝗻 𝟮 𝘄𝗲𝗲𝗸𝘀. 𝗝𝗼𝗶𝗻 𝘁𝗵𝗲 𝘄𝗮𝗶𝘁𝗹𝗶𝘀𝘁 𝗵𝗲𝗿𝗲: 𝗵𝘁𝘁𝗽𝘀://𝘇𝗮𝗾𝗹𝗶𝗰𝗸.𝗰𝗼𝗺

CB Insights says "no market demand" kills more startups than anything else.

I wanted to know why.

So I spent 3 months analyzing 5,000+ Reddit posts from founders who failed.

Here's what I found:

Most founders can build. They just can't validate.

-> They're Googling competitors at 2am.
-> Scrolling Twitter for customer pain points.
-> Asking friends if their idea "sounds good."

Meanwhile, their enterprise competitors are using $15k tools like Klue and Crayon.

The gap isn't skill. It's access.

I kept seeing the same pattern in those Reddit posts:

"Spent 6 months building. No one wanted it."
"Thought there was demand. I was wrong."
"Wish I'd validated before I quit my job."

These founders didn't lack talent or work ethic.

They lacked the tools to answer one question: Does anyone actually want this?

That's the problem I'm solving.

Market intelligence shouldn't cost $15k.

It shouldn't be locked behind enterprise sales calls.

Every founder deserves to validate their ideas before betting everything on them.

What's your validation process? I'd love to hear what's working for you.

We're watching the largest boom in micro-companies in history.

• 1-10 person businesses generating real cash.
• Serving tiny, passionate communities.
• Operating with leverage that used to need massive teams.

Organic social. AI. Tools that actually work.

The shift isn't just economic.

It's psychological.

Once people realize they can earn a meaningful living building something tiny and strange for a community they actually understand, everything changes.

Ambition looks different.
Lifestyle choices shift.
Career arcs stop being linear.

Even "success" gets redefined.

Some people will build two or three of these.
Some will build twenty.
Some will build one that accidentally scales big.

You can feel it happening right now.

An increasing number of people quietly opting out of traditional paths.

Choosing to build a life around small companies that actually work.

The infrastructure finally exists.
The playbook is getting clearer.
The barriers are gone.

What used to require venture capital and huge teams now requires clarity, leverage, and understanding your people.

The companies winning tomorrow won't be the biggest.

They'll be the ones that fit perfectly into spaces no one else bothered to look.

If your user interviews take 6 weeks, it's usually not because "research is slow".

It's because your process is broken.

Here's what actually eats your time:

Recruiting participants

✅ Finding 8-12 qualified users takes weeks. Screening, scheduling, no-shows.

✅ Synthetic interviews let you test assumptions in hours. Then recruit real users only for validation.

Calendar Tetris

✅ Coordinating schedules across time zones kills momentum. By the time you talk to user #8, insights from user #1 are cold.

✅ Run synthetic sessions back-to-back. Book real interviews only when patterns emerge.

Legal limbo

✅ NDAs, consent forms, compliance reviews. Each approval adds days.

✅ Synthetic research needs zero paperwork. Save legal for the final validation round.

Analysis paralysis

✅ Transcribing, coding, and synthesizing 10+ hours of recordings. You're drowning in notes while your team waits.

✅ AI handles the grunt work. You focus on what matters: finding patterns and making decisions.

The 48-hour plan:

Day 1: Run synthetic interviews, spot patterns

Day 2: Validate with 3-5 real users, ship insights


Would you trust a 48-hour run more than a 6-week zombie process? 

-- 👋 Hey, I’m Elena (Mira) Tesmirava.

I’m building Zaqlick, your AI-powered cofounder for customer discovery.

If you're tired of guessing what users want, I share teardown threads, battle-tested frameworks, and behind-the-scenes from building Adlega (1,200+ founders) and now Zaqlick.

Follow me for smart, scrappy ways to validate faster.

And join the waitlist to chat with your future customers before you build. (Link in bio)

LinkedIn Login, Sign in | LinkedIn

li_at

JSESSIONID

Talks about #plg, #saasmetrics, #startupsales, #startupsuccess, and #entrepreneurialfinance

What is the best price for my SaaS?

The best SaaS price is the one your customer complains about but still pays.

I've been analyzing hundreds of founder pain points.

And one pattern keeps showing up.

"Incorrect pricing" gets flagged constantly.

But here's what's really happening:

Founders aren't struggling with execution.

They're paralyzed by fear.

Two fears, specifically:

1. Charging too much and losing customers
2. Leaving money on the table

So they procrastinate.

They launch with "placeholder pricing."
They copy competitors without thinking.
They avoid the conversation entirely.

Until revenue forces them to care.

But by then?

They've already left thousands on the table.

Or worse, trained customers to expect low prices.

Here's what I discovered:

Most pricing tools give you qualitative data.

Surveys. Interviews. Competitor analysis.

All helpful.

But founders don't just need opinions.

They need numbers.

Quantitative modeling is the missing link.

What if you could see:

• Exact price points that maximize revenue
• How small changes impact your bottom line
• Which pricing tier drives the most growth

Not guesses.

Not best practices from another industry.

Actual data for your business.

The gap between qualitative insights and quantitative decisions?

That's where founders get stuck.

And that's where the real opportunity is.

Have you struggled with pricing your product?

I'd love to hear what made it click for you.

𝗔𝗜-𝗺𝗼𝗱𝗲𝗿𝗮𝘁𝗲𝗱 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝘄𝗶𝗹𝗹 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝗾𝘂𝗮𝗹𝗶𝘁𝗮𝘁𝗶𝘃𝗲 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵.

People keep repeating this.

Then you open Reddit and see a researcher who “tested all the tools” - 
𝗯𝘂𝘁 𝗼𝗻𝗹𝘆 𝘁𝗵𝗲 𝗳𝗿𝗲𝗲 𝘁𝗶𝗲𝗿𝘀 𝗮𝗻𝗱 𝗱𝗲𝗺𝗼𝘀 - 
and walks away, declaring the entire category useless.

Let’s be honest: free AI tiers are 𝘯𝘰𝘵 the product.

Free versions use:
• throttled context
• cheaper models
• minimal logic
• no memory
• no guardrails
• watered-down prompting
• laggy avatars slapped on top of a chat window
  
Of course, it feels like a toy. It 𝘪𝘴 a toy.

But here’s the twist:
Even the paid versions - the real thing - are aiming at the wrong target.

They’re trying to 𝗶𝗺𝗶𝘁𝗮𝘁𝗲 𝗹𝗶𝘃𝗲 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀, when the true leverage of AI isn’t in 𝘮𝘰𝘥𝘦𝘳𝘢𝘵𝘪𝘰𝘯.

It’s in the 𝗳𝗶𝗿𝘀𝘁 𝗺𝗶𝗹𝗲 - the part of research where teams are blind, unprepared, and guessing.

Real researchers know this:
You don’t get insight from the 𝘤𝘰𝘯𝘷𝘦𝘳𝘴𝘢𝘵𝘪𝘰𝘯. You get insight from the 𝗱𝗶𝗿𝗲𝗰𝘁𝗶𝗼𝗻, the context, the assumptions, the weak signals, and the patterns you notice before the conversation even starts.

AI is insanely good at that. Better than humans, even:

• surfacing hidden pains
• analyzing thousands of posts
• clustering signals
• stress-testing a value prop
• pointing to blind spots
• preparing a team for the real interview
• turning chaos into shape
  
This is where AI should live. Not pretending to be a moderator with a synthetic face and a 2-second latency.

And yes, the Reddit post is right about one thing:

𝗔𝗜 𝘄𝗼𝗻’𝘁 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝗿𝗲𝗮𝗹 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝗮𝗻𝘆𝘁𝗶𝗺𝗲 𝘀𝗼𝗼𝗻. 

But it 𝘸𝘪𝘭𝘭 replace bad surveys and blind discovery.

The future of research isn’t “AI acting like a human.” 

The future is 𝗵𝘂𝗺𝗮𝗻𝘀 𝘄𝗮𝗹𝗸𝗶𝗻𝗴 𝗶𝗻𝘁𝗼 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗸𝗻𝗼𝘄𝗶𝗻𝗴 𝟴𝟬% 𝗼𝗳 𝘄𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 — 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗔𝗜 𝗿𝗲𝘃𝗲𝗮𝗹𝗲𝗱 𝘁𝗵𝗲 𝘁𝗲𝗿𝗿𝗮𝗶𝗻.

That’s the shift. That’s the leverage. That’s the part nobody is building for yet.

𝗠𝗼𝘀𝘁 𝗦𝗮𝗮𝗦 𝗳𝗼𝘂𝗻𝗱𝗲𝗿𝘀 𝗱𝗼𝗻'𝘁 𝗵𝗮𝘃𝗲 𝗮𝗻 𝗠𝗩𝗣 𝗽𝗿𝗼𝗯𝗹𝗲𝗺. 

They have a 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝗽𝗿𝗼𝗯𝗹𝗲𝗺.

I saw a Reddit thread where a dev studio asked:

"SaaS founders, what's your biggest bottleneck in getting to MVP? Co-founder? Features? Budget? Validation?"

The answers were brutal.

The real bottleneck? 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗽𝗮𝗿𝗮𝗹𝘆𝘀𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗳𝗶𝗿𝘀𝘁.

Founders are building from imagination, not from 10 real conversations.

𝗟𝗮𝘂𝗻𝗰𝗵𝗶𝗻𝗴 𝗶𝘀 𝗲𝗮𝘀𝘆. 
𝗙𝗶𝗻𝗱𝗶𝗻𝗴 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗵𝗼 𝗰𝗮𝗿𝗲 𝗶𝘀 𝗵𝗮𝗿𝗱.

One founder nailed it:
"Once I stopped guessing and started listening, the path to MVP became obvious. The rest (co-founders, budget, features) were excuses, not blockers."

Most MVPs aren't "too small." 

They're 𝘁𝗼𝗼 𝗱𝗶𝘀𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗲𝗱 𝗳𝗿𝗼𝗺 𝗿𝗲𝗮𝗹𝗶𝘁𝘆.

So founders compensate:

➡️ Add features because they're scared of looking stupid
➡️ Polish UI to avoid honest feedback
➡️ Obsess over tech stack because it's safer than talking to users

Then wonder why a "finished" MVP can't hold 10 users.

Your bottleneck isn't code. 

‼️ It's 𝗰𝗼𝗻𝘁𝗮𝗰𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁.

Talk to 10–20 real people before you obsess over your backlog. 

And if that feels impossible, overwhelming, or slow - 𝘂𝘀𝗲 𝗔𝗜 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝘀 𝘁𝗼 𝗯𝗿𝗶𝗱𝗴𝗲 𝘁𝗵𝗲 𝗴𝗮𝗽.

Not to 𝘳𝘦𝘱𝘭𝘢𝘤𝘦 real interviews. But to:

🌟 surface real pains from real data
🌟 test your assumptions fast
🌟 stress-test your landing page or pitch
🌟 clarify your direction before you talk to anyone

AI personas won’t give you product-market fit. 

But they will kill the fog that keeps you stuck.

If you can’t get clarity from conversations, whether human or AI-augmented, no amount of tickets in Jira will save you.

MVP isn't "the first version of your product."

It's 𝗽𝗿𝗼𝗼𝗳 that someone actually wants what you're building.

And today, you can get to that proof a lot faster.

-- 👋 Hey, I’m Elena (Mira) Tesmirava.
I’m building Zaqlick, your AI-powered cofounder for customer discovery.

If you're tired of guessing what users want, I share teardown threads, battle-tested frameworks, and behind-the-scenes from building Zaqlick.

Follow me for smart, scrappy ways to validate faster.

And join the waitlist to chat with your future customers before you build. (Link in bio)

Nobody tells you the truth in a focus group.

Not because they're lying.

But because they're being watched.

• The pauses before answering.
• The contradictions in their stories.
• The shift in tone when something hits close to home.

Traditional focus groups miss this.

Because the moment someone knows they're being watched, they edit themselves.

• They give you the "right" answer.
• The polite version.
• The one that makes them look good.

AI focus groups changed this.

• No moderator staring at them.
• No group pressure to conform.
• No fear of judgment.

Just honest reactions captured in real time.

You see the hesitation before they admit what they really think.

You catch the contradiction between what they say they want and what they actually choose.

You notice the emotional shift when a question touches something real.

This is where the learning happens.

Not in the rehearsed responses.
Not in the surface-level feedback.

But in the unfiltered moments people don't even realize they're revealing.

The observer effect disappears.

And suddenly, you're not just hearing what people think you want to hear.

You're seeing what they actually feel.

That's the difference between data and insight.

Between asking questions and understanding people.

The best research doesn't just collect answers.

It captures the truth people don't know how to say.

Richard Russell Coaching

ADHD Coach

I split my time between Luxembourg and London.
Available for NED and Fractional Hybrid roles also.

Product Leadership Coach

Whether you’re scaling a product-led company or transforming how you work, I can help you move faster, with less pain *

* There's always pain. Anyone who says otherwise is lying.

But we can make the pain worth it.

My product and engineering background from Google, Amazon and my exposure to countless startups and corporates means I understand where you're coming from.

My experience across every function (marketing, strategy, partnerships, operations, customer service and more) and in many industries (SaaS, Consumer Internet, Retail, Travel, Logistics, Banking, Insurance, MedTech, Crypto, Media, etc) means I know where you want to go.

The key for most of my clients is helping them empower themselves so they can empower their teams. This means transforming from tactical and functional to strategic and cross-functional, developing courage to take the right risks, and balancing the need to hold firm on some topics while disagreeing and committing to the rest of the executive team on others.

If this sounds like you, book a free chemistry call and we can get to know each other and see if there is a fit.

Scaleup Leaders

I host a video podcast and write a newsletter for and about leaders who are scaling up.

Creator & Host

Amazon

Two roles, firstly driving pan-European technology projects to improve the European customer experience, and secondly in consumer localization, where we translate and localize millions of product listings each day across all Amazon’s marketplaces

* Acting Director for Consumer Localization from Jul-Nov 2015 with multi-discipline team of 100
Leading 2016 planning with 2.5x revenue growth (goal met in October 2016), and 2017 planning with 2x revenue growth

* 2015 Q4 Localization output exceeded previous seven quarters combined, and 2016 year end goal met during 2016 Q2

* Cut the time to launch new languages by six months (50%), without affecting revenue or customer experience

* Led “language of preference” program for global consumer websites, delivering second language experience on multiple marketplaces (e.g. Amazon.de and Amazon.co.jp in English), and a program of ongoing expansion to new market segments

* Proposed and secured funding for a broad technology transformation program covering hundreds of interdependent services to allow Amazon’s consumer websites to use non-latin languages

Senior Manager Product Development

High Street Labs

Developed Wlcome (yes, welcome without the e) a mobile loyalty app for brick-and-mortar stores, using geo-location to automatically check a customer into a store location to provide personalised service, loyalty rewards, and payments.

I developed the proof of concept, then product managed ongoing development with offshore dev team. I launched pilot in two coffee shops with 60 weekly actives after 1 month. I learnt a huge amount about marketing and innovation - the hard way!

In November 2013, after becoming a father, I took an interim role as Chief Product Officer at MoPowered, a listed mobile commerce startup.

MoPowered provides a SaaS solution to online retailers, enabling them to sell on the mobile channel. I took on management of the R&D division (Engineering, Product, QA, UX and Security).

- Implemented an agile transformation, accelerating release cycle from quarterly to weekly

- Halved merchant integration costs, reduced maintenance cost per issue from days to hours

- Implemented UI overhaul to enable metrics-driven user experience improvements, increasing basket size and conversion rate for our customers, and enabling improvements across multiple clients at once

- Created a hiring pipeline, set up recruiting process, and trained team on interviewing techniques, doubling team size from 8 to 18 people in 4 months.

- Proposed strategy to reduce cash burn, reducing locations and headcount, bringing key functions in-house, and focusing on product development, implemented by new management after I left

Founder

Google

I was part of the engineering team reporting through the sales division. Over four roles, I was responsible for: delivering Google AdSense technology to European partners including search engines (eg Ask Jeeves, Seznam.cz), portals (AOL, Yahoo), publishers (eg El Pais, De Telegraaf, Le Monde), and broadcasters (eg Channel 4, Sky); developing eCommerce payment partnerships for Google Checkout (eg Kiddicare, eBuyer); negotiating partnerships for global public transport agencies (eg TfL London, Deutsche Bahn, and MTA New York) to put their data on Google Maps; and managing a client solutions team supporting advertising agencies (WPP, Publicis, Omnicom) buying ads through DoubleClick BidManager.

- Recruited and managed a team of 5 in London and Paris offices, receiving a 94% rating as a manager from my team, representing top quartile performance across the business

- Built tools used by DoubleClick Bid Manager Sales & Services teams saving >20 FTEs globally

- Executed EMEA Bid Manager upgrade project, exceeding US counterpart team on all key metrics

- Developed tools to enable scaling of map data operations, launching 4x faster with 50% fewer FTEs

- Product managed european Checkout features including VAT, Chip-and-PIN, and Contactless Payments

- Managed AdSense Broadcast, Publishing and Portal partnerships worth £100M/yr with 80% YoY growth

Senior Engineer & Manager

Deutsche Bank

Ran a team which would now be known as DevOps, managing the build and deployment process and environments for Deutsche Bank’s market-leading online wholesale foreign exchange, bonds and derivatives trading platform, Autobahn, working with traders from DB and white label clients.

- Promoted to team lead, developed release process and launched new product 3x faster than before

- Planned and executed the first successful Business Continuity Test in Global Markets eCommerce

Lead Deployment Engineer, Global Markets eCommerce

Yellow Goanna PTY LTD

IT Infrastructure Consulting - clients included The RSPCA South Australia, The South Australian Metropolitan Fire Service, Austrics (Trapeze), a Satellite ISP Startup, and a B2B Accounting Startup
- Deployed a Satellite ISP and Education CDN in schools around rural South Australia
- Consulted for an online accounting startup, advising on technology strategy
- Developed and run a diploma level IT course for TAFE SA

Systems Administrator and Consultant

Department for Environment and Water

Managing production, development and testing Solaris server environments for mission-critical services for Department of Environment and Heritage (DEH), a preceding agency of DEW.

Systems Administrator

Trapeze Group

Developing a new user interface for a public transport management product.

Programmer - AUSTRICS (Acquired by Trapeze)

Helping leaders do more with less | OKRs & Leadership | ex Amazon & Google

* There’s always pain. Anyone who says otherwise is lying.
But we keep it to a minimum—and make the progress worth it.

You've read the books.
You're working harder than ever.
But the changes aren't sticking, and you're slipping behind.

Ever felt like that?

The three usual suspects:

𝐌𝐢𝐬𝐚𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭: Teams pull in different directions
𝐎𝐰𝐧𝐞𝐫𝐬𝐡𝐢𝐩 𝐆𝐚𝐩𝐬: Decisions stall in deadlock
𝐒𝐥𝐨𝐰 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧: Bold slides, but nothing ships

If you don't change, you’ll miss opportunities, exhaust talent, and watch faster players overtake you.

And it will keep getting worse.

I help you break that cycle — fast.

I’ve led large teams at Amazon and Googl, helped 20+ startup executives navigate these challenges successfully and worked with corporates up to Fortune 500 scale. I love helping leaders like you bridge the gap between technical excellence and business leadership.

These challenges show up differently for every leader, but here are some recent results:

🔥 Series C CEO – Unblocked strategy, shipped a scalable fix in weeks, then raised a Series D.
🔥 Series A CEO – Broke the decision bottleneck, strengthened delegation, and cut attrition.
🔥 Series C VP Eng – Beat impostor syndrome, shaped strategy, and stepped up to CTO.
🔥 GM, Traditional BU – Shifted a 70-person product org from tech-focused order-takers to customer-centric empowered teams.

𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐭𝐚𝐤𝐞 𝐚𝐜𝐭𝐢𝐨𝐧?

Here's how I can help:

✅ Focused coaching, one-to-one or with your leadership team, to get you unstuck fast
✅ Facilitated strategy, OKR, planning and review workshops to create momentum
✅ Develop proven leadership habits to help you maintain progress
✅ Targeted training to upskill teams

As an individual, this will help you:

👉 Move from functional leadership to company-wide impact
👉 Build alignment across growing teams
👉 Navigate relationships with co-founders and stakeholders
👉 Transition from BigTech or Corporate to Scaleup leadership

For your organisation, this will help you:

🎯 Build your management operating system
🎯 Develop clear vision, strategy, and goals (OKRs)
🎯 Create cross-team alignment and buy-in
🎯 Build execution and review cadences that drive consistent results

Message me to explore if we're a good fit.

Richard Russell

“Best Conference Ever”
“One and a half days of inspiration”
“We made so much progress”

Real quotes from leaders at a transformation conference for a Swedish company that I really enjoyed leading over the past two days.

Heading home now - tired, but energised and happy.

I could do this again. :-)

Performance Coach for ADHD Leaders | Business Coach for Product and Scaleup Leaders | I help you move faster — with less pain*

No alternative text description for this image

I'm on my way to Stockholm for a transformation workshop with a client.

Looking forward to this!

Who doesn't love to receive feedback like this?

"The conference was one of the best, if not in fact the best conference I have attended" - from Håkan Johansson, Lead Business developer,  Tietoevry Industry.

At the end of the conference, I asked each of the 45 attendees for one word that described their experience. The number of people who said some variation of "hope", "inspiration", "progress", or "team" was overwhelming - such a thrill to hear.

I loved the energy, enthusiasm, and potential in this team - and it was a privilege to lead them through this conference kicking off their transformation project. I'm excited to see what they come up with.

I’m in Sweden, at this lovely villa in the snow. The conference starts in 90 minutes and I’m all set.

Yes, most of the preparation happened last minute. I spent a few weeks percolating ideas, with very little to show for it. Then the deadline looms, adrenaline kicked in and I focused like a weapon and got the whole workshop built in a day.

I used to think of this as procrastination and beat myself up for not getting it all done ahead of time.

But now I know this is how I do my best work. The time before the deadline is my brain doing the work in the background. Making connections, testing insights, iterating through concepts.

I have made peace with it, and it works.

How do you do your best work?

Build a career that fits your brain.
Don't try to adapt your brain to suit someone else's ideal career.

Most careers demand attention to detail and consistent execution. Fast brains tend to fail at this.

 You'll be told to adapt, be more consistent, get organized, try harder, hustle more.

But here's the truth: you're trying to wear someone else's career.

It's like wearing someone else's underpants—fun initially, but gets weird fast, and you're gonna end up with a career wedgie.

So start with your brain.

Find out what your real strengths are. Not just what you're good at, but what gives you energy.

Because if you build around that, your work amplifies you instead of fighting you. That's when you can be world-class.

Ask yourself:
→ What do I do effortlessly that others find hard?
→ What lights me up?

Design around the overlap. Build a career that works for you.

If you agree, hit the share or like button.

“See, in my world, leftover pizza is not a thing. If I order a pizza, I’m going to eat THE PIZZA. Not a slice or two, but THE PIZZA. There won’t be leftover pizza. Heh. Leftover pizza. Even the name sounds funny. It’s like leftover wine. It’s not a real thing for the majority of us with ADHD.” - Peter Shankman , Faster Than Normal

If you're a fast brain leader frustrated by the gap between your potential and actual performance, you probably know what to do.

Exercise, sleep, nutrition, habits, productivity systems—it's not rocket science.

But here's the problem: knowing isn't doing.

When you're a fast brain leader, you know what to do, how to do it, when to do it, why to do it.

But actually doing it? That's the hard part.

There's one key thing that makes the biggest difference:

Being surrounded by people who are trying to do the same thing.

* Your spouse as a supportive partner
* Friends who get it
* A coach (reach out if interested)

But one of the best ways is community

That's why I'm setting up Fast Brain Leaders—a community for people working on closing that gap between potential and performance.

We share the same challenges.
We support each other through them.
We've just started.

Check it out at fastbrainleaders.com

Is ADHD really a “deficit” or a “disorder”?

Technically yes, that’s what the definition says.

But practically, it’s just a difference, which at least 5% of the population share - and likely more.

The real deficit and disorder is in our expectation that everyone should be the same.

Yes there are disadvantages to having ADHD. But the with every disadvantage comes an advantage.

Distractability —> Curiousity
Impulsivity —> Creativity
Hyperactivity—> Drive

The challenge is not how to compensate for the weaknesses so much as how to maximise the advantages.

ADHD-dar: that seemingly supernatural ability of people with ADHD to find and befriend other people with ADHD in any group setting, even when they aren’t (yet?) diagnosed themselves.

Is ADHD overdiagnosed?

No.

About 5% of the population have ADHD.
About 0.5% of the population have a diagnosis.

Yes, we're seeing a lot more awareness and a lot more diagnoses now than ever before. 

But when telescopes were invented, and people got hold of them and started pointing them at the night sky, we started seeing more stars than ever before. 

That doesn't mean that the new stars we saw were "over-detected" or were created by the telescope. We just got better at seeing them.

Same with ADHD.

We are more aware. We're better at assessing it. There are more people qualified to make assessments than ever before (but still nowhere near enough). So we're seeing more of it.

If you're finding yourself frustrated by the gap between your potential and your performance, and you find some things hard that other people find easy, and if "trying harder" or "discipline" just doesn't seem to work for you, maybe you should get checked out too.

Who cares what the nay-sayers think? This isn't about them - it's about you, and finding out what works for you.

But even if you can't find an assessment (there can be long waiting lists), you might benefit from non-medical help like coaching or community. Nothing stops you from getting help without a formal diagnosis.

Some people don’t like to use the word “superpowers” in the context of ADHD.

They see only the problems that ADHD presents. And those problems are real.

Some people refer to ADHD as giving superpowers or as a gift. People like Edward (Ned) Hallowell, M.D., Peter Shankman, and Jessica McCabe among others. 

This feels empowering to me.

The reality is that every problem comes with a positive counterpart.

Yes, I’m distractable. But I’m also curious.

Yes, I’m impulsive. But I’m also creative.

Yes, I’m hyperactive. But I’m also energetic.

And yes, I tend to have a big imagination, strong emotions and the tendency to hyperfocus.

If I apply them to my weaknesses, I get into a negative spiral of stress, failure and disappointment.

But if I apply them to my strengths, I get into a positive cycle that can be something of a superpower.

Yes the weaknesses still exist and often cause problems.

But I prefer to focus on the positives. I might even call them superpowers from time to time, leaving the nuances for later.

If you agree - share this post.

FAQ: Yes I am still offering product leadership, scaleup exec team, and transformation coaching.

I’ve been talking about ADHD coaching for leaders a lot because I love it, but that doesn’t mean I’ve stopped doing what I was doing.

If you need help with:
- transition to the product model (eg from projects or feature factory)
- strategy development and execution including OKRs
- becoming a leader whether as a CEO, CPO, executive or even first time manager of product manager

I’m here for you. 

I work with leaders from vc-backed startups (eg series B-D CEOs), Fortune 500 companies (eg VP product), and individual leaders.

There’s still time left if 2025 to get help within this years budgets.

Connect and send a DM for a chat.

From brain fuzz to clear by 11 a.m. — without another productivity hack.
Fast brains don’t need more tricks. We need a higher energy floor.

I broke the protocol into a quick carousel you can skim:
Sleep like a weapon. Move like you mean it. Eat like it matters.

Carousel: swipe in this post
Video: https://lnkd.in/eDjFediV
Newsletter: https://lnkd.in/e2nuC9fb

Run it today. Tomorrow at 11:00, rate Focus / Energy / Mood and keep what works.

Brain Fuzz to Clarity

Alex M H Smith is one of the leading Strategy thinkers in the UK. 

He pretty much describes some ADHD characteristics as being "kinda useful for strategy" ... 

I think this helps explain why some ADHDers manage to apply their strengths in ways that can appear quite like superpowers to many.

No Bullsh*t Strategy | Helping the world’s most iconic brands make smarter, braver decisions | Author | Advisor | Speaker

Does the person described on this list sound like someone you'd like to hang out with?

Lol, probably not.

But then again, the greatest CEOs in history aren't exactly the sorts of people you'd like to hang out with either - but that doesn't stop them being good at their job.

The truth is every weakness has a corresponding strength.

And these are the ones that help with strategy.

1️⃣ You struggle with detail

Some people like to zoom in. Some like to zoom out. Zoom in people LOVE detail, and make great scientists, engineers, researchers, etc. - but not great strategists.

Zoom out people like to just get the gist of something; and the gist is where you spot patterns, and develop strategy.

2️⃣ You tend to disagree for the sake of it

99% of the time this is very annoying - but 1% of the time it will enable you to push back on the status quo in just the right way to uncover a new insight.

If you're too agreeable then you'll always be swept along with the crowd, and won't make the careful sacrifices strategy demands.

3️⃣ You say it as you see it

Tact is important in all walks of life. But there comes a moment with strategy when you need to switch it off, and just point out the unvarnished truth.

The pretty lies that everyone agrees to accept are the sworn enemies of strategy - and it takes a certain bluntness to puncture them.

4️⃣ You can be a touch bossy

Weak strategy often arises simply because the person in charge wasn't prepared to tell people how to do their jobs.

Generally that's a good thing, but to make strategy real you need to get specific - do this, don't do that - and so letting your inner tyrant take over (just for a moment) can be helpful.

5️⃣ You sometimes act compulsively

To most of you this will sound like the OPPOSITE of a strategist. And that's actually a huge problem with the field - that it has become associated with "thinking" more than "doing".

Strategy is about DOING. It's about making a choice and then going for it - not endlessly ruminating. Acting too quickly, in the final analysis, is more strategic than acting slowly.

6️⃣ You like to be centre of attention

Some of us have this image of the strategist as being the quiet voice at the back of the room. Maybe. But most of the time, how is that person ever going to get people to listen to them?

No, sadly the one who gets their way is often going to be able to command the room. It's unfortunate, but many a loud dummy has overridden a shy genius. So given the option... it's better to be the dummy.

___

If that all sounds a bit bleak though, don't worry. We could also write this list with a positive spin:

1. Big picture thinker
2. Questioning
3. Honest
4. Clear communicator
5. Bold
6. Charismatic

...but sometimes it's easier to recognise these things in ourself from the negative angle.

It is for me anyway 😂 

Any you'd add? Drop them in the comments.

And if this sounds like you, then you NEED to check this out: https://lnkd.in/eJSPsGUf

I often use the Oterap principle.

That’s where I do 80% of the work and get 20% of the results.

It’s not intentional. I just Pareto backwards.

I’m excited because the founding group of fast brain leaders kicks off tomorrow (Thursday) at 4pm UK/5pm Europe, and every Thursday after that.

Interested?

Send a DM!

One great idea can derail a sprint. 

Label intent, then decide. 
You keep ideas. 
Your team keeps momentum.

Share this with somebody who has enough great ideas to kill your company.

Your Tuesday Idea Just Cost Your Team A Week

The secret to managing ADHD as a leader is community: fastbrainleaders.com

Sometimes when people connect to me I ask them if they are just here for the content or if they are dealing with ADHD themselves.

It’s a way to open up conversations - and seems pretty natural to me as an ADHD coach who mentions it in my banner, my headline and most of my content.

But last week, the question upset someone who considered it too personal and “unprofessional“.

What’s your take?

Bear in mind that my reason for posting about ADHD on LinkedIn, and the reason most people connect with me is because a core part of my business is helping people with ADHD, and so my question is basically “are you looking for my help?”.

taplio

The Battle

Elena Tsemirava

Richard Russell

Followers

Posts

Engagements

Likes

Performance ScoreElena Tsemirava's LinkedIn Performance

Performance ScoreRichard Russell's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Elena Tsemirava

Richard Russell

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Elena Tsemirava's LinkedIn Performance

Performance ScoreRichard Russell's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreElena Tsemirava's LinkedIn Performance