Hey, it’s Rachel! How is 2025 treating you so far? 🤩  

I just released a new video that reveals exactly how ClickUp went from $0 to $20M in just 2 years by breaking every traditional startup rule in the book.

Their playbook is unlike anything you've seen before.

I've spent 3 weeks researching and 22 hours editing a video that reveals each of these strategies in detail, along with specific examples you can apply to your own projects.

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How ClickUp went from $0 to $20M in 2 years

Watch the full YouTube video (7 min)

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Most startups follow the same playbook: pick a niche, raise venture capital, and hire experts. But ClickUp did the exact opposite and somehow succeeded:

• They didn’t set out to build ClickUp - it was completely by accident
• They did not niche down. Instead, they entered the already crowded productivity space deciding to become the "everything app for work"
• Spent $0 on marketing in the first 3 years
• Bootstrapped (no external funding)
• Went from $0 to $20M in Annual Recurring Revenue in just 2 years
• Achieved unicorn status ($1B valuation) in 3 years—something that took Asana a decade.

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If the correct way to building products is to niche down, then why did ClickUp's unconventional approach work?

In my latest video, I break down exactly how they did it, and why it matters for anyone building products today.

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Watch the full YouTube video where I break down ClickUp's entire playbook, including:

• 7 strategies that helped them become a billion-dollar company in just 3 years
• A unique UX philosophy that set them apart from every competitor
• A radically different approach to growth that allowed them to acquire users for free
• How they ship new features every single week without fail
• The morning ritual their founder used to stay connected to what users actually wanted

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That’s a wrap! ☕️  

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See you in the next letter,
Rachel How

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When you’re ready, here are 3 ways I can help you:

1. Subscribe to my YouTube Channel for more content like this.
2. Check out all my free and paid resources on UI/UX Design, Solopreneur Systems, as well as my favourite tools!
3. Can’t find what you need? Request a video here.