Continuing with my new protocol, here I’m going to share content I consumed and learned from.

What I struggled with:

• No material struggles this week

What I consumed this week and what I learned from it:

• Nothing material this week

That’s what I consumed and learned from and struggled with last week.

So, I figured out what my challenge will be for this long Easter weekend. I’m going to keep it simple. I’m going to review my notes and highlights from a book I’ve read. Of course, that’s in addition to reading a new book this week. That’s it. Very simple. Wish me luck!

This weekend is a long one. For long weekends, especially holiday weekends, I like to challenge myself with a goal or project. I don’t always accomplish what I set out to do, but I always end up in a better place. Plus, it’s fun to challenge myself and, at the end of the weekend or holiday, have something to be proud of.

This holiday weekend snuck up on me a bit. I haven’t thought through exactly what I want to work on this weekend. I’ll spend the next day or so thinking about this and then share my challenge.

This week, while using Claude and Claude Cowork, I’ve noticed something different. The tool is enforcing usage limits. That is, it won’t work if I hit a limit. The interesting thing is that the usage limit is for a given period of time. For example, I was working on something at 11 a.m. and hit a session usage limit. Claude said that my limit would reset at 3:30 p.m. The same thing had happened the night before at 7 p.m., when it said my session limit would reset at 11 p.m. It feels a bit more like throttling than anything, but I could be wrong and have limited data to back that up.

Here’s where it gets even more interesting: I was talking with a friend who’s an entrepreneur. He started a new company and is using Claude Cowork to build an agent to analyze data from disparate sources automatically. It’s pretty complex. In the middle of building the agent, he hit a usage limit. He was frustrated, so he upgraded his plan on the spot. He had no further difficulties.

My takeaway is that if I make Claude and Cowork a part of my normal habits and workflows, I’ll likely have to upgrade to the most expensive plan. Otherwise, my ability to rely on them will plummet, and tasks could stretch over days instead of minutes or hours. At the moment I don’t mind, because I get far more value from the tool than the price I pay. But it shows me that while Claude and similar tools are great, if you rely on them heavily, you must have the proper plans and tokens. If you don’t, they’re like the employee who shows up to work and leaves early, whether or not their work is done.

This week, I met with an early-stage founder who just finished a big project and is thinking about the next strategic thing they should work on. During our conversation, the founder zeroed in on their biggest challenge: getting more customers. The first version of their product is built, and it’s been tested by a handful of early paying customers. No major issues were found, so the founder is ready to get more paying customers to use the platform. The challenge is that how to find them isn’t obvious. In fact, it’s pretty hard, especially since the founder is bootstrapping the company.

Making customers aware of your product or service is a problem that never goes away, regardless of your size. But it feels insurmountable in the early days when resources are limited. Unfortunately, there’s no silver bullet. The tactics that work change constantly as the world evolves. But one principle that underlies many successful tactics is to start by meeting customers where they are.

It’s hard to get people to change their habits, or “flows” as I call them. Instead of trying to get them to come to the site of a new company or to a new platform to learn more about your product, consider meeting them where they already are. I know that sounds broad, but when you do that, you’re forced to think about things from the customer’s perspective. You have to learn their existing behaviors and habits. Once you understand them, you can begin testing tactics that lean into what they’re already doing. Test enough of them and one is bound to work. When you find one that works well, do more of it.

Finding customers is something all entrepreneurs think about. In the early days, they should try to understand their potential customers’ behaviors and habits. Doing so makes it easier to understand how to market to them by meeting them where they are.