Straight-up strategies to boost your business's bottom line. No jargon, just results.

I help Shopify apps in the age of AI — 

Nail your positioning so users don't scroll past your app. 

Land more clients, find product-market fit, optimize you onboarding and UX funnels, optimize your app store listing to attract and convert more paying clients and create revenue generating pipelines to grow ARR.

Get a free audit for your app here: https://audit.ohadmichaeli.com

Ohad Michaeli

Perfect software is quietly terrible for App Store growth.
I was on an audit call today and discovered something that made my jaw drop.

A competitor in the product options space is getting 10+ reviews per day.

They went from zero to position #2-3 in their category in 4 months.

Here's how they're doing it.

They intentionally ship a visual bug that makes product swatches look incorrect on the merchant's storefront.

Not broken enough to be unusable. Just wrong enough that merchants notice and contact support.

Once the merchant contacts support to fix the bug, the rep asks for a review.

Manufactured support tickets. Manufactured review opportunities.

Evil. But kind of genius.

Most app founders don't realize this: stable apps with no bugs don't get support contacts. And without support contacts, you don't get natural review opportunities.

Meanwhile, this competitor is gaming the system by creating problems they can solve.

The App Store rewards speed. 
Reviews are currency. 
And this hack prints them.

This is what you're competing against.

The founders building stable products are getting beaten by founders manufacturing support tickets.

What's the wildest growth hack you've seen in the App Store?

Ohad Michaeli 🫧

Helping Shopify apps get more clients with the power of AI

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A founder's app ranked #2 for their main keyword.
For years.
Then it dropped to #9.

Today they showed me the audit from another consultant. 

Pages of technical recommendations. 
Algorithm theories. Competitor analysis.

I looked at their App Store listing for 30 seconds.

"What's your main keyword?"

They told me.

"And what's in your app name?"

They pulled it up. The plural version.

Silence.

"Merchants search for the singular. You're ranking for the plural. Shopify's algorithm treats them as different keywords."

One letter was costing them installs.

They checked the search volume data. The singular version gets searched WAY MORE.

The fix took five minutes. 
Change the app name. 
Remove one letter.

Moved up in rankings.

Most founders think App Store optimization is complicated. Expensive audits. Algorithm secrets. Competitive moats.

Sometimes it's just checking whether merchants search for the singular or plural version of your keyword.

Here's another example from a few months ago:

Your competitor just shipped 5 new features.

You replied to a review.

Guess who's winning?

Most Shopify app founders think differentiation comes from features. Better upsells. Smarter algorithms. More integrations.

I audit A LOT of app listings.

Everyone has the same features. Different names, same functionality. 
Merchants can't tell apps apart.

So what separates winners from noise?

Support that feels personal.

Real humans who respond fast, say yes to customization requests, and reply to every review like it matters.

Not "we'll get back to you in 24-48 hours." Not chatbots.

I was on an audit call recently. The founder said something that stuck:

"You need to do it very, very well. And so if somebody has a problem, they need customization, they need something like that. You always say yes, right?"

Always say yes.

That's a positioning strategy.

Three reasons this works:

• Merchants assume your app works. Support is where you prove you're different.

• They remember how you made them feel when something broke, not your algorithm.

• Reviews compound. One great support interaction becomes visible social proof. Features don't show up in review text.

Your next merchant doesn't care about feature #47.

They care if you'll answer when they're stuck at 2am before a launch.

Want me to help you streamline your customer support/success?

♻️ Repost this to help me share the message.

How do you know a Shopify niche is getting hot?

In the past 30 days, I had 4 apps from the same space book discovery calls with me.

It's important to note that one of my business's pillars is that I don't work with competing apps. 

First come, first get.

(Here's that silly meme everyone on twitter's raving about. I uploaded a photo from a party so it made me a DJ lol)

Open your app listing.

Now imagine your drunk grandmother logs in at 4 a.m.

Can she understand what you do in 5 seconds?

If the answer is no, you're losing merchants before they even scroll.

I use this test with every Shopify App Audit:

"If your drunk grandmother can't log in at 4 a.m. and immediately understand what you do, then it's not good enough."

Harsh. But accurate.

Most app listings fail this test.

They hide behind jargon. They list features instead of solving ONE clear problem. They assume merchants will read three paragraphs to figure out what problem this solves.

They won't.

Attention is the scarcest resource in the App Store.

You get 5 seconds. Maybe less.

If a tired person at 4 a.m. can't immediately understand what you solve, you've already lost.

Strip the jargon. Pick ONE problem. Make your value obvious before they have to think.

That's the test.

---

Want your app listing audited? Scan the QR code in my banner!

Your App Store listing looks great.

Until a merchant actually tries to understand it.

I’ve seen this in dozens of audits: founders obsess over polish and miss what actually blocks the install.

What tanks listings, even the ones that look professional:

𝐉𝐚𝐫𝐠𝐨𝐧 𝐎𝐯𝐞𝐫𝐥𝐨𝐚𝐝

You're fluent in your own product. Merchants aren't.

"Automated post-purchase engagement flows" means nothing to someone who just wants to send a thank you email after checkout.

They type simple problems into search. You rank for complex solutions nobody's looking for.

The fix isn't dumbing it down. It's using the exact words your support tickets use. That's what merchants search for.

𝐁𝐨𝐫𝐢𝐧𝐠 𝐙𝐢𝐬𝐮𝐚𝐥𝐬

Your screenshots show your app. They should show what changes.

A merchant doesn't care what your dashboard looks like. They want to know what happens after they install.

First screenshot needs to answer one question in under 3 seconds: "What's different for my store?"

Most founders need 6 screenshots to get there. That's 5 screenshots too late.

𝐍𝐞𝐠𝐥𝐞𝐜𝐭𝐞𝐝 𝐑𝐞𝐯𝐢𝐞𝐰𝐬

Last review response was 4 months ago.

Doesn't matter if it's a 5-star review. What merchants see is silence.

They're not reading reviews just for social proof. They're checking if anyone's actually running this thing.

Recent replies signal you're present. Old timestamps signal you've moved on.

You lose installs before they finish scrolling.

Your listing isn't static. It's the first impression of whether your product is alive or abandoned.

When's the last time you actually looked at yours like a merchant would?

One space. 
That's what separated page 1 from page 2.

Had an audit call with my friend Gideon.

He runs partnerships for a solid Shopify app. Great product, strong reviews, around 500 installs.

He wanted quick wins for their App Store listing.

We're going through it and I notice something.

They were optimizing for "chatbot", one word.
But their competitors ranked for "chat bot", two words.

We checked:
Page 2 for "chatbot"
Page 1 for "chat bot"

One space. That's it.

——

𝐘𝐨𝐮𝐫 𝐚𝐩𝐩 𝐜𝐨𝐩𝐲 𝐡𝐚𝐬 𝐭𝐰𝐨 𝐣𝐨𝐛𝐬:

Turn visitors into users, and help new people find you.

Most founders only think about the first one.

The apps that get found don't stuff keywords. They match the exact words merchants type. Every character counts.

Most of the wins I find on audit calls are this quiet. Nothing flashy. Just the gap between what you wrote and what merchants actually type.

What's the one keyword your app most needs to rank for? Go check how the page 1 apps spell it.

——

Follow me for more.
Repost this ♻️ if you think it's valuable 😎

I Help Corporate Professionals Gain Career Clarity & Fulfillment | Founder @Amplify Your Home | Global AI Tax Copilot Strategist @EY

Don't be fooled by my appearance. Quiet, Asian, tiny girl.

In the last decade, I've...

Successfully navigated the corporate giants: Goldman Sachs, PwC, Deloitte and EY.

Built communities, tax and financial models, and automations. (Excel wizard here)

Empowered employees to own their damn careers,

Challenge their norms to do something special.

That's when Problems become Opportunities,

Strategies into Actions.

You are not Alone.

Ready to redefine your career? Let's make it happen.

Mary Fung

Something quiet is happening inside Big 4 consulting.

They’re not just “adding AI.”
They’re changing who they hire, who they promote, and who they quietly stop needing.

For decades, consulting ran on leverage:
armies of smart doers grinding slides, models, and research.

AI just ate that layer.

Now firms want fewer doers
and more people who can:
• frame the problem
• judge tradeoffs
• tell the story
• own the recommendation

Which sounds empowering… until you realize what it means.

If your value was execution,
AI just made you optional.

If your value is judgment, synthesis, and client trust,
you just became more valuable than ever.

That’s the uncomfortable shift most consultants haven’t internalized yet.

The firms will adapt. They always do.
The question is whether the people inside them will.

AI isn’t coming for “jobs.”
It’s coming for roles built on repetition and polish.

And the people who don’t move up the value chain
won’t get a second warning.

This isn’t a future-of-work thought experiment.
It’s already showing up in who gets staffed — and who doesn’t.

Own Your Damn Career | Founder @Amplify Your Home | Head of Synthetic Data & Simulations @EY

No one tells you this,
but the higher you climb, the less you build.

You spend less time solving problems,
and more time defending decisions.

Meetings replace momentum.
Politics replace progress.
Justifying replaces creating.

By the time something ships,
you’re too drained to enjoy it.

You didn’t lose your passion.
You just buried it under decks, updates, and “alignment calls.”

At some point, you have to ask:
Am I managing outcomes,
or managing theater?

The consultant's dilemma: build vs. advise.

I've been on both sides.

As an advisor:
• You recommend the best solution
• The client nods enthusiastically
• You leave with a fat invoice
• The recommendation dies in a drawer
• You're hired again next year to 'refresh the strategy'

As a builder:
• You recommend the best solution
• Then you have to make it work
• Every shortcut comes back to haunt you
• Success is measured in production, not slides
• If it fails, you own it

The industry has an advice surplus and an execution deficit.

Every company has a strategy deck. Very few have working AI in production.

The consultants who win long-term are the ones who cross the line. Who stay for implementation. Who put their name on outcomes, not just recommendations.

'We advised them' is worthless if nothing shipped.

The market is figuring this out. Clients are tired of paying for slides. They want results. The firms that adapt will thrive. The ones that don't will wonder why revenue is flat.

My advice to consultants: learn to build. Not just 'understand' technology. Actually build things. Your credibility depends on it.

People ask why I’m okay sharing my “secrets.”

Why I teach everything I know.
Give away resources.
Tools.
Playbooks.

Because you can copy the output but
you can’t copy the process.

You won’t have my judgment.
My taste.
My reps.
My scars.

If sharing makes you afraid,
you were never the edge.

My DMs are full of vendors pitching AI tools. Every. Single. Day.

'Hi Mary, saw you're in AI - would love 15 minutes to show you how we're revolutionizing [thing].'

I counted last week: 23 vendor pitches. All 'AI-powered.' All claiming to be different.

Here's what I've learned:

> If your pitch starts with 'AI-powered,' I'm already tuning out. Everyone is AI-powered now. That's not a differentiator.

> If you can't tell me the specific problem you solve in one sentence, you don't know what you're selling.

> If your demo requires 'ideal conditions' to work, it won't survive my enterprise environment.

> If you're comparing yourself to ChatGPT, you've already lost. That's table stakes.

To the founders reading this:

I'm not anti-vendor. I'm anti-noise. Tell me what you do, who it's for, and what it actually costs. Skip the AI buzzwords. Win my attention with clarity.

That's it. That's the secret.

TCS just paid $700M for Coastal Cloud, a Salesforce consultancy. Becoming a top-5 Salesforce partner globally.

Why should you care about a consulting M&A deal?

Because it signals where the big players think enterprise AI is actually going.

TCS COO said the quiet part out loud: 'advancing our AI-led transformation agenda' through Salesforce expertise.

Not building custom AI. Not launching a foundation model. Embedding AI into the platforms enterprises already use.

This is the enterprise AI playbook that actually works:

1. Meet customers where they are (existing platforms like Salesforce)
2. Integrate AI into workflows that already exist
3. Don't ask enterprises to rip and replace - enhance what they have

The AI startups trying to replace Salesforce should be nervous. The big consultancies are betting that AI's value comes from integration, not disruption.

$700M is a lot of conviction in that thesis.

Salesforce is doing what most large enterprises will end up doing with AI.

Putting it behind guardrails.
Making it defensible.
Slowing it down on purpose.

And that’s ok.

But it also means the fastest breakthroughs won’t happen there.

They’ll happen in startups that can tolerate failure.
Ship messy.
Learn fast.
Break things without a committee.

The best middle ground for enterprises is simple:

Build a startup-style lab.
Give it air cover.
Let it experiment like a startup.

If it works — scale it.
If it doesn’t — kill it quickly.

Big companies don’t need to move fastest everywhere.
They need to know where they’re allowed to.

What Big 4 AI people know that tech companies desperately need.

I've worked with both worlds. Here's what Big 4 people have that tech often lacks:

1. Governance fluency. We know how to get AI approved, not just built. Tech companies build amazing products that die in procurement. We know the 47 stakeholders who can say no.

2. The 'no' navigation skill. Every enterprise has blockers. Legal. Compliance. Risk. Security. IT. We've learned to map them, sequence them, and neutralize them one by one.

3. Executive translation. We can explain transformer architecture to a CFO without their eyes glazing over. We speak business value, not technical capability.

4. Scope discipline. Tech wants to boil the ocean. We've learned that shipping a smaller thing that works beats a bigger thing that never launches.

5. Documentation-as-strategy. Tech sees docs as a chore. We see them as the approval pathway. Good documentation is how you scale without being in every room.

6. Political patience. Enterprise deals take 18 months. We know how to keep momentum through leadership changes, budget cycles, and priority shifts.

The best AI teams in 2026 won't be pure tech or pure consulting. They'll be hybrids who can build AND navigate.

The “AI experiment” phase is over.

New data out of Wharton shows 75% of companies already see positive ROI from AI.

Less than 5% see negative returns.
Nearly half of business leaders use AI daily themselves.

That matches what we see on the ground.

This isn’t about prompts anymore.
It’s not “improve this email” or “summarize this doc.”

That was Phase 1.

Phase 2 has started and it’s bigger:
• “Solve this customer’s problem”
• “Handle this contract end-to-end”
• “Optimize CSAT”
• “Run this workflow”

AI is moving from accelerating steps to owning processes.

And that’s when productivity actually compounds.

The companies still stuck debating pilots and guardrails are about to feel very behind, not because AI is new, but because process always beats tools.

We’re just exiting the first act.
The second one is about systems, not shortcuts.

And once AI is embedded in how work flows - not how tasks are typed - there’s no going back.

What a time to be alive!

AI isn’t failing because it’s complicated.
It’s failing because no one owns it.

McKinsey’s data says it all -
most companies have no dedicated AI teams, no incentives, no feedback loops, no accountability.

Everyone wants the upside of AI.
No one wants to take responsibility when it breaks.

This is the corporate paradox:
You can’t automate what you refuse to own.

Until enterprises stop treating AI like an experiment and start treating it like infrastructure,
95% of “pilots” will keep dying in PowerPoint.

What Executives Get Wrong About GenAI:

> They think it's plug and play. 'Just add AI to our existing processes.' That's like adding a jet engine to a bicycle and wondering why it doesn't fly.

> They underestimate the data problem. Your AI is only as good as your data. And your data has been accumulated across 47 systems with no consistent formatting for 15 years.

> They expect immediate ROI. GenAI is infrastructure, not a feature. You don't ask 'what's the ROI on electricity?' You ask 'what can we build now that we have power?'

> They compare themselves to tech companies. Google has 10,000 ML engineers. You have Dave who took a Coursera course. Calibrate expectations accordingly.

> They skip the change management. The AI works. Your employees are terrified it will replace them. Guess which problem kills your project?

> They buy platforms before defining problems. 'We need an AI strategy' leads to expensive enterprise licenses collecting dust. Start with 'we waste 400 hours/month on X.'

I wish I could ask Copilot about a meeting I forgot to record.

Here's the trap:

> Option 1: 'Only during the meeting' - Copilot uses temporary speech-to-text. Meeting ends, data deleted. You can't ask questions later.

> Option 2: 'During and after' - Requires saving the full transcript. Now you have retention, compliance, and legal implications.

There's no middle ground.

Missed the meeting? Too bad. Forgot to enable transcription? Too bad. Your organization restricts transcript storage for compliance? Too bad.

What I wish existed:

> A 24-hour summary window. Copilot gives you the highlights, then the raw data is deleted.

> Personal-only transcripts that don't create discoverable records.

> Retroactive summary requests. 'I was in a meeting at 2pm, can you recap?' should work.

> Graceful degradation. If full transcript isn't allowed, at least give me action items.

The 'catch up on meetings I missed' use case - the one Microsoft demos constantly - only works if someone remembered to hit record.

That's not AI. That's a tape recorder with extra steps.

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