Ramli John

Author of Product-Led Onboarding (+30K copies sold) | First Round Fast Track Mentor | Content Director at Appcues.

⭐️ Follow me for helpful tips to onboard, delight, and keep your customers coming back to your product.
📔 Author of Amazon #1 bestselling book "Product-Led Onboarding." 👉 𝙎𝙀𝘼𝙉 𝙀𝙇𝙇𝙄𝙎, Founder of GrowthHackers.com: "Product-Led Onboarding is 𝐦𝐮𝐬𝐭-𝐫𝐞𝐚𝐝 𝐟𝐨𝐫 𝐞𝐯𝐞𝐫𝐲𝐨𝐧𝐞 embarking on the critical activity of improving their user onboarding." 


⚡️ I use my multi-disciplinary skills in marketing, design, and software development to help product-led SaaS companies analyze their whole customer's journey and funnel to identify growth opportunities to 2-3X their MRR. 

Often, that means designing and implementing experiments to increase activation rate (trial-to-paid or free-to-paid conversions), decrease churn rate, or increase average revenue per user (ARPU)

If you asked my friends and colleagues how they would describe me, they'd say I'm resourceful, proactive, and entrepreneurial

►► CONTACT INFO
▷ Send a connection request
▷ Write me a note at ramli [at] ramlijohn.com

Founder

A weekly show and newsletter for marketers looking to level up their marketing and career. I interview world-class marketers to uncover the secrets, strategies, and frameworks behind their wins. In each episode, guests reveal three things:  (1) a marketing power-up,  (2) a real-world example of that in action, and (3) a power-up that’s helped them take their career to the next level.

Ramli "RJ" John

I just hired my first full-time employee. Not an assistant. A Chief of Staff. And it's my wife, Joanna Ruth! Here's why:

For 1.5 years, I resisted hiring. I wanted to stay solo as long as possible—full control, no coordination costs, just me and clients.

Then I wrote down the job description for what Delight Path actually needs this year.

Someone who can:
→ Create content and community systems
→ Bring the vision to life (not just execute tasks)
→ Scale the impact for product leaders I had in mind

I realized: this isn't an assistant role. It's 2nd in command.

And Joanna is perfect for it:

1. She's built more than I have!

Joanna's self-published over 47 Montessori education books (I need to catch up)! She's a proven system-builder, not just an idea person.

2. She follows instructions when I wing it (let's talk about building IKEA furniture!) 

Joanna forced me to create SOPs for everything. She's started documenting processes I've been running on instinct. Business became transferable, not just in my head.

3. She connects deeper to people than I do

People call me emotionless sometimes (fair). She cares about people on a level I don't naturally access. It's why she studied early childhood education focused on autism and behavioral science. 

Community needs that energy, not just my frameworks

Transitioning Delight Path from 100% consulting revenue to 50% media + community requires coordination I can't do alone.

Before hiring, I asked:
→ Am I hiring for tasks or for leverage?
→ Can this person make decisions without me?
→ Will this free me to do what only I can do?

If it's not yes to all three, it's an assistant role (nothing wrong with that, but not what I needed).

What's Next:

Joanna starts immediately with partnerships and community for Product Leaders Lab. As we scale, she moves into the Integrator (EOS) role, and I move into the Visionary role.

The onboarding forced me to document everything—SOPs for content, client work, and community management. Business became a system, not just me.
I'm excited to build something meaningful together again (we organized a large youth church conference before we got married).

Please join me in welcoming Joanna to Delight Path.

What's been your experience bringing someone into your solo business?

PS. If you're thinking about staying solo versus hiring, Buy Back Your Time by Dan Martell has been super helpful. Changed how I think about the business.

Building a community for product leaders (VP and Director-level). Founder @ Delight Path. 2x best-selling author. New book “Eureka” now available. Author of “Product-Led Onboarding” (+40K copies sold).

Most podcasts are interview-style. That won't cut it in 2026! It's why I'm doing a high-production narrative format for my new show: Product Leaders Lab (coming in Feb).

I turned my living room into a recording studio this Monday. Shot the intro and teaser with my creative producers, Carlo and Justine. 

Here's how it works:

Two veteran product leaders. Same impossible scenario. Completely different approaches.

One episode breaks down their decisions, what worked, what didn't, and the lessons that actually matter.

Episode 1 premieres February 24th: "The AI Adoption Pressure"

Netali (VP of Product) and Greg Leach (Senior Director of New Business) faced the same problem: their teams were drowning in prompt engineering.

Netali's solution? She created a new role, "Prompt Ops," to centralize AI expertise and protect PM capacity.

Greg's approach? He became the chair of the company's AI committee to remove red tape and encourage the adoption of internal AI tools. Over 100 people attended the first demo (out of 230 employees).

Two leaders. Two strategies. Both worked.

I've already recorded:

→ Christine Itwaru (VP of Product at Userflow): "The Launch Recovery" - How protecting her team after a launch disaster became her defining leadership moment.
→ Michelle Green (Director of Product at Coley): "The Strategy Misalignment" - When customer success and product saw the same problem completely differently.
→ Nesrine Changuel, PhD (Author of "Product Delight," former PM at Google, Spotify, Skype): "The Competitive Moment" - How she became Google Meet's first PM for Delight during the pandemic and chose benchmark against, "If we were all in a physical room, how would the experience be better?"

I'm scheduled to record with other amazing product leaders:
Betsy Shaak, Joseph King, Chris Downey, Jason Knight, Gabrielle Bufrem, Lauren Schuman, Deepti Pradeep, Angela Sze, Lilach Yaniv, Warren Dombowsky, Nick Cust, Purnima Bihari, and Aakash Gupta.

I'm looking for more VPs, Directors, or Heads of Product who want to share their defining leadership moments.

DM me or tag someone below.

PS. Bookmark this for when you're stuck on an impossible decision and need to see how other leaders navigated it. First episode drops February 24th.

2025: The year I learned focus has a price tag. Turned 40. Ran my first half marathon. Doubled my income while working fewer hours.

But here's what nobody tells you about Year 1 of consulting:

The wins are incredible. The valleys are brutal.

Some months hit $50K. Others dipped to $2K. I got ghosted after proposals. Had deals go sideways. Watched summer dry up completely.

Before I left my job, April Dunford told me: "Don't try to do too many things at once. Focus on one thing and get REALLY good at it."

So I said no to:
→ Newsletter sponsorships (even when I needed the money)
→ Course launches
→ Content creation I actually loved

The result? My biggest deal ever—with a Fortune 100 company.

But it came at a cost: I didn't create anything I'm truly proud of last year. No podcasts. No creative projects. Just focused execution.

That changes in 2026.

I'm launching Product Leaders Lab—a community + media brand for VPs, Directors, and Heads of Product. Already have 22 founding members and $60K in sponsorships locked.

Also launching a documentary-style podcast: One impossible scenario. Three veteran product leaders. Three completely different approaches. 20-25 minutes, not 60+ minute rambling.

First episode launched in Feb 2026: "The AI Ambush" - Your CEO announces an AI pivot without telling you. Product team panics. Board meeting in 48 hours. What do you do?

And I'm also running the Chicago Marathon in October to raise $2,500 for a close friend fighting stage 4 cancer.

2025 was depth. 2026 is reach.

What's one thing you're most proud of from 2025?

PS. Full year-in-review in the newsletter.

2025 has been the most transformative year of my life. Not just professionally, but personally, emotionally, and physically. Just like my review of 20

Open article: 2025 in review: the year everything changed by Ramli John • 9 min read

2025 in review: the year everything changed

In this live workshop, Becki Floyd will share how to turn user feedback into working AI prototypes within a day.  

Engineers can now use AI to ship in hours, not weeks. If UX can't keep pace, product decisions happen without user input.

Becki redesigned her entire UX process to work at AI speed:

✅ Async video research + AI analysis = user insights in hours (not weeks)
✅ Morning feedback → afternoon prototypes using Replit and ChatGPT
✅ High-fidelity prototypes that developers can ship immediately
✅ Process that keeps UX leading when speed matters most

This isn't about adding more tools to your stack. It's about rebuilding how UX works when AI-powered devs are shipping code faster than traditional research cycles allow.

This is her framework:

1. Gather insights in hours (async video + AI synthesis)
2. Build working prototypes the same day (tools that compress design-to-dev)
3. Lead product direction at AI speed (process over perfection)

We kick off the workshop tomorrow (Wednesday, January 21) at 9 AM ET

Bring your PMs, designers, and developers. This is for teams trying to stay user-led when everything moves faster.

Register: https://luma.com/9bwpea6x

What's your biggest challenge in keeping UX involved when dev cycles get compressed?

Founder @ Valubyl | Product-Led Growth Advisor

Currently building Valubyl: The leading PLG agency for B2B SaaS onboarding and activation.

We’ve helped 30+ B2B SaaS companies turn free signups into paying customers by upgrading their self-serve onboarding experience.

We’ve partnered with world-class PLG teams like Instantly, Signwell, Freckle, Gymdesk, PromptLayer, Rosie... and delivered insane results like:

👉 Databox: activation up from 30% → 48%
👉 Stockpress: free-to-paid conversion up from 10% → 31%

If you want more paying customers from your freemium or free trial, let’s chat.

Feel free to send me a DM, email at yaakov@valubyl.com, or book an intro call with the link above.

Yaakov Carno

Woah, I just went to cancel my Lovable subscription and this blew my mind 🤯 Check out this new plan they surface in their downgrade flow:

For the last few days, I've been debating if I should downgrade. 

It's not that I don't love the product, I do, it's just that a couple of my projects are already live and I don't expect to make big changes for the next few months. 

Paying for a tool that’s just sitting there didn’t feel great.

The only problem is that I didn't want to my live sites to get that "made with Lovable" badge again...

But I decided I'd just downgrade and deal with it.

Then this happened 💸 They hit me with a "Lite" option... 
(and no, you won't find it on their pricing page)

Same 5 credits/day as their free plan, giving you just enough room to make small tweaks... BUT they also allow you to keep all your custom domains and remove Lovable branding.

In so many products, these are the exact levers used to block downgrades and force users to stay on higher plans.

But here... it actually felt like a really thoughtful gesture.

Not sneaky. Not manipulative. Not a 27-step downgrade maze.

AI credits are still new for consumers. This felt like Lovable was saying: 
"Hey there, I totally get that you're still figuring out how to use and budget a tool like this, so here's the perfect way we can keep building together."

And it was actually exactly what I needed.

Whatever happens with these monetization experiments, one thing is clear:

This is a company that's obsessed over what their users want and need, and it shows in every part of their product.

Founder @ Valubyl | PLG activation systems for self-serve B2B SaaS

20 hour journey ahead with our 2 year and 7 month old kiddies. Wish us luck 😬✈️

Goodbye Australia 🇦🇺

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This is what happens when you prioritize removing friction over creating context:

Teams obsess over reducing friction and removing steps, but most of product design challenges are actually about helping people understand.

Users arrive mildly interested and slightly confused about what your product does. If they don't quickly understand what they're looking at or why it matters, they'll just leave.

Making it easier to do confusing things just gets people to leave quicker.

Your goal is to make it to make it obvious why each step matters and how it gets them closer to solving the problem they came for.

That's the best way to speed up time-to-value.

One of the things I love most about what I do is working with incredible teams around the world. The flip side is that most of it ends up being virtual.

Nothing beats working with great people in person.

So good to spend time with the klaro team in Sydney.

Thanks for having me over Niklas Olsson, Kogulan Baskaran, Farley Schaefer!

2026 marks our 4th year building Valubyl. It's been an epic journey working closely with 30+ B2B SaaS companies on PLG, and a real privilege partnering with industry leaders like Instantly, Databox, Signwell, Freckle, and many more.

In theory, self-serve onboarding should be easier than ever. AI can guide, generate, explain...
But in reality, activation has become even more fragile.

Products are more powerful. AI started showing up everywhere.

And yet most onboarding experiences still struggle to make that power feel concrete. We’re in an abstract phase of AI adoption where capability has moved faster than understanding.

Teams are struggling to onboard people into AI-powered products, and the old playbooks aren’t holding up.

What’s interesting is that our niche hasn’t changed at all.

We’re still focused on product-led, self-serve SaaS. Still obsessed with onboarding, activation, and getting people to real value.

But how we work, and how much of the outcome we’re able to own, has changed a lot.

Over the last few years, it’s become obvious that activation is a real and painful challenge for teams, from super early-stage companies to PLG leaders at scale.

We see the same outcomes again and again: users signing up with intent but never reaching value, onboarding that’s missing or vague, and teams left guessing where momentum actually breaks.

So heading into year four, we’re evolving in a very intentional way. Same hyper-niche, just much deeper execution.

We’re taking ownership of activation systems across onboarding, lifecycle, and monetization. Not just advising, but helping teams actually build, connect, and run them.

And alongside that, we’re going to start sharing a lot more of the work itself.

Not so much polished thought leadership. No hot takes.

Real, practical assets pulled straight from client work. The stuff teams are actually struggling with right now: making value obvious, shortening time-to-value, fixing quiet drop-offs, and turning self-serve usage into something that sustains a business.

Same core belief as always: product value is the growth strategy.

Value first, revenue follows.

If you’ve followed along so far, thank you! 😁
If you’re new here, welcome 👋

Happy 2026!

User activation is completely different for AI products. 

In traditional PLG, activation followed a familiar path: 

Setup → Aha → Habit. 

You helped the user get started, reach their first moment of value, and eventually form a repeatable pattern of success. 

Today, activation happens inside a continuous conversational cycle: 

Prompt → Context → Output → Action → Habit. 

Each stage feeds the next. Each interaction teaches the system, and the user, what to expect. 

What used to be setup and “aha” moments now happen almost simultaneously, the second a user starts typing. 

Let's break it down: 

👉 Prompt: The new “signup” 
This is where users declare intent. A great prompt experience helps them express what they want without friction or doubt. 

👉 Context: The hidden setup. 
Some products infer it from behavior or connected data; others still ask explicit onboarding questions to better personalize results. Both paths work if they make the outcome more relevant. 

👉 Output: The moment of truth. 
The first result must be both impressive and useful. “Wow” gets attention, but relevance drives retention. 

👉 Action: The bridge. 
The most important first step in the actual product. Real activation happens when users apply what they got: editing, publishing, sharing, or integrating it into their workflow. 

👉 Habit: The loop compounds. 
Each prompt teaches the system and the user, tightening trust and shortening time-to-value. 

The first principles of activation haven't changed. 
Time-to-value and retention are still the critical metrics.

✅ And the goal remains: help users reach value, quickly and repeatedly, in a meaningful way that keeps them coming back.

What's changed is how that value is delivered. 

And AI products need to adapt.

taplio

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The Battle

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