CEO The Good – Optimization for top brands like Nike, Xerox, Adobe, The Economist & many more | Author & Speaker | 6'7" 🏀 | Jr Olympic 🥇🥋 | jonmacdonald.com | 📘 Latest Book 👉 thegood.com/oito

Every bad digital experience costs you money. My mission is simple: remove them all until conversion becomes inevitable.

I founded The Good 16+ years ago to turn user insights into revenue. We're the trusted Digital Experience Optimization advisory for household names like Adobe, Nike, Xerox, Intel, and The Economist.

Together, we've generated hundreds of millions in additional revenue by optimizing the full digital journey from first touch to retention.

I've written three best-selling books on conversion optimization and am a frequent keynote speaker at Google, Autodesk, and industry events worldwide.

Also building tools for UX researchers and consultants. Currently in beta: Clipses.ai. Turn user interview transcripts into shareable video clips in minutes. Helping teams eliminate hours of rewatching footage.

Folks will tell you I love to compete: I'm a former college basketball player (and still playing on a club travel team) and won the USA Jr Olympic gold medal in Taekwondo when I was 10. But, business is the ultimate sport.

Book a 15-minute optimization strategy call → https://thegood.com/contact/

📨 DM me to start improving the digital journey of your website or app… or to debate LeBron vs Jordan as the GOAT.

Jon MacDonald

I'm over 40. I still play on a travel basketball team. But not for nostalgia. It's survival.

Running a business means carrying stress you can't physically release.

You can't outwork a client who ghosts you. You can't fight a bad quarter. The competitive energy builds up... and you just absorb it.

For 16 years, I've needed somewhere to put that pressure.

The basketball court is mine.

After my hardest days, I lace up and forget everything else. I have to. When someone's driving to the basket, I can't think about the deal that fell through or the hire who didn't work out.

The game forces me into the present moment. Nothing else exists.

Win or lose, my company is fine the next morning.

That mental separation is the point.

Exercise alone won't do this. Running doesn't reset my brain the same way. But real competition, with real stakes and real opponents, flips a switch.

The buildup releases. Perspective returns.

Every founder I know who's lasted 15+ years has something like this. A place where competitive energy goes and business stress can't follow.

Find yours.

Digital Experience Optimization + AI Browser Agent Optimization + Entrepreneurship Lessons | 3x Author | Speaker | Founder @ The Good – helping Adobe, Nike, The Economist & more increase revenue for 16+ years

I've been reading r/Entrepreneur all month. The burnout is relentless.

Founders doing everything right. Exercise. Sleep. Healthy eating. Still completely exhausted.

One CEO just closed a funding round and doubled their team. Should feel great. Instead, lower than ever.

Another said they can't afford extended time away. Too much to do.

2026 is starting heavy.

The common thread: isolation.

Carrying the weight of employees' mortgages. Investors' expectations. Making decisions that affect everyone while having no one to process it with.

I know this spiral. I've been running The Good for 16 years.

Working less didn't help me. Optimizing my morning routine didn't either. Finding people who actually understand the weight did.

Entrepreneurs' Organization. Smaller mastermind groups and forums. People who've faced the same decisions and will tell me when I'm being an idiot.

Not for networking. Not for referrals. For reality checks when I've been too deep in my own head for too long.

The founders burning out aren't weak. They're just alone.

If that's you right now, find your people. It's the best investment you'll make this year.

Trevor Lawrence failed spectacularly. But still scored a touchdown.

Watch the play.

He stumbles. Crashes to the turf. Gets back up. Runs it into the end zone.

That's optimization in seven seconds.

Your biggest wins hide behind your worst failures.

Failure is the engine of optimization. Yet most companies treat it like a disease. They punish mistakes. Hide poor results. Celebrate only wins.

They're optimizing for the wrong metric.

Every failed test reveals what customers actually want. Not what we assumed they wanted.

Jeff Bezos put it simply: "Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day."

Research confirms less than 50% of experiments at Amazon, Microsoft, and similar companies improve the metrics they're designed to improve.

Most experiments fail. Even at the best companies.

The difference is they don't treat failure as defeat. They treat it as data.

Google cancels most new products. Netflix tests hundreds of features you'll never see. Booking.com runs over 1,000 experiments at any given moment.

They fail fast, learn faster, and win biggest.

The magic happens when you systematize failure.

Make it cheap. Make it frequent. Make it expected.

Run that risky play. Test boldly. Document everything.

Because the only real failure is never running the experiment at all.

Claude has made half of my authority playbook worthless.

I've spent 16+ years building credibility as an entrepreneur. Published 3 books. Spoke at conferences. Built a content engine.

Half of those signals mean nothing now.

Books? Anyone can have AI write one in a weekend.

Conference keynotes? The audience can ask Claude the same questions afterward and get a more detailed answer.

Thought leadership content? We're all drowning in it.

The old authority formula (credentials + content = trust) is breaking.

But here's what I've noticed still works:

Original frameworks. The thinking you've done that nobody else has.

Specific results. Numbers from real work, not just case studies, with specifics on how you got there.

Relationships built over years. The people who've seen you perform.

Decision-making under uncertainty. AI can synthesize information. It can't (yet) make the final call.

The entrepreneurs building real authority in 2026 aren't collecting credentials.

They're demonstrating judgment.

I'm considering writing another book. Not for the "author" credential.

For the thinking it forces me to do. For the frameworks that come out of it. For the conversations it starts.

The credential is worthless. But the process... that is still invaluable.

You can improve conversion rate while making customers hate you.

I've seen it happen.

The dashboard showed green. Time on site up. Funnel flowing. Revenue growing.

But support tickets told a different story.

Customers weren't happy. They were confused. The extra time on site was people hunting for answers they couldn't find.

Analytics can't see suffering. But AI can scale the search.

So, use AI to cluster your qualitative data.

Feed it support tickets, on-site search queries, call transcripts, negative reviews.

Look for repeated phrases that predict churn:

"I thought it would..."
"I can't find..."
"Why is it asking for..."
"I already entered that..."

These patterns reveal friction your funnel metrics hide completely.

If your team only reviews numbers, you'll keep shipping silent damage.

Here's a prompt you can copy to get started:

"Analyze these [500] support tickets. Group them by common user frustration themes. For each theme, provide: 1) the specific phrases users repeat, 2) estimated frequency, 3) which part of the product/journey it relates to. Rank by potential business impact."

Paste your data. See what your dashboard can't show you.

I found a client's bestseller buried in a 47 item dropdown. But it drove 90% of their sales.

This is choice overload in action.

Psychologist Barry Schwartz proved that too many options paralyze decisions. When faced with overwhelming choices, customers don't choose better. They choose nothing.

Our client had exactly this problem.

Their "Shop" dropdown listed dozens of products with no hierarchy. Just an alphabetical wall of text.

Their flagship product sat somewhere in the middle. Invisible.

The serial positioning effect explains why this matters. We remember the first and last items in any list. Everything in the middle blurs together.

So we restructured their navigation.

Core products moved to the first and last positions. Secondary items organized by customer intent, not internal categories.

Result: $1.4 million in additional annual revenue.

Same products, same traffic, and same checkout.

The only change was removing a psychological barrier customers couldn't articulate.

Your customers make 35,000 decisions daily. By the time they reach your site, they're already exhausted.

The fix is simpler than you think:

Limit top-level nav to 7 items (the brain's processing limit).
Put your most important items first and last. 
Structure around customer goals, not internal departments.

Don't ask them to work harder. Guide them to what they need.

I poured 15 years of hard-earned lessons into Behind The Click. None of them were "the big idea."

First-time authors think they need one transformative insight to justify a book.

That's backwards.

A book isn't one idea explained at length. It's dozens of smaller ideas organized into a coherent argument.

Behind The Click has 4 main sections: Discovery, Information-Gathering, Decision-Making, and Post-Purchase.

Each section answers different questions customers ask along their journey. Each question required its own chapter of tactics and psychology.

That's not one big idea. That's a system of interconnected insights.

Here's the test I use: if you can explain your expertise in one conversation, you don't have a book yet. If explaining it takes 20 different conversations, you do.

My first book started as one simple belief: companies should sell, not just market. That belief required exploring awareness strategies, sales psychology, digital journeys, and conversion principles.

One belief. Dozens of supporting ideas.

Your "big idea" isn't a book.

It's the thesis that ties your smaller ideas together.

Our best product ideas never came from market research.

They came from watching clients struggle with the same problem over and over.

At The Good, we've run thousands of customer interviews across 16+ years. The analysis was always valuable. The video editing to create highlight reels was always... painful.

Researchers spending entire afternoons hunting through footage to find one quote. And, we heard the same complaint from internal teams at client after client.

So our team built Clipses. Interview footage to highlight reels in minutes, not hours.

This is how The Good Ventures portfolio works. UserInput, CommerceCritiques, now Clipses. All born from patterns we saw repeatedly in client work.

Consultants have an unfair advantage for building products.

You see problems dozens of times across different industries, team sizes, and budgets. That pattern recognition is more valuable than surveys or focus groups.

You're not guessing what people need. You're watching them struggle with it in real time.

If you've seen the same frustration 10+ times across different clients, pay attention.

That's a product signal hiding in plain sight.

Time is money, but in SaaS, it's also the key to success.

Over half of downloaded apps are uninstalled within 30 days. Why? Users aren't experiencing value quickly enough.

Accelerating time-to-value isn't just about faster onboarding. It's about creating those "Aha!" moments that turn casual users into loyal customers.

The best SaaS companies are mastering this art through personalized experiences, optimized registration processes, and strategic quick wins.

They're not just building products. They're crafting journeys that lead users to value faster than ever before.

Are you still making users wait to see your product's true potential?

Learn how to speed up your time-to-value and reduce churn in our latest article. Your users (and your bottom line) will thank you.

Click through to discover the strategies that are transforming user experiences and driving SaaS success.

View newsletter: Digital Journey Insights

Learn how strategies like optimizing onboarding, personalizing the user experience, and implementing quick wins can improve SaaS product time-to-value

Open article: Accelerating Time-to-Value: How SaaS Products Get Users to ‘Aha!’ Moments Faster by Jon MacDonald • 8 min read

Accelerating Time-to-Value: How SaaS Products Get Users to ‘Aha!’ Moments Faster

Most SaaS leaders get trial cancellations wrong.

They think users leave because the product isn't good enough. So they add more features. Build more capabilities. Polish the UI.

But the data tells a different story.

Users rarely cancel because your product lacks value. They cancel because they didn't experience that value quickly enough, clearly enough, or in a way that made sense for their specific needs.

The distinction matters more than you think. Because if you're solving the wrong problem, no amount of product development will move your conversion rate.

Here's what actually reduces trial cancellations: systematic optimization of the experience itself.

Our latest article breaks down the five-step framework we use to audit trial experiences and identify exactly where users encounter friction.

Learn about trial optimization and get the five-step audit framework to optimize your SaaS free-trial experience, reduce cancellations, and improve co

Open article: How Do You Reduce Cancellations During SaaS Free Trials? by Jon MacDonald • 11 min read

How Do You Reduce Cancellations During SaaS Free Trials?

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