Playing the Appstore game
The thing I learned the most was that it’s about the App Store ecosystem and how to play the game. Ranking is so important, and getting featured by Apple is so important for example, we launched on a Thursday so that we got featured on day one. Playing the App Store correctly is so much more fundamental than the product itself because if you can’t get the discoverability and visibility, it’s not even worth playing this game. The way you do that is even down to the way you do the keywords, the App Store description, the tweeting, the marketing, who you get involved, the press. We got to number one in the whole store two days after launch, which I don’t think has ever happened for a news app. We were the number one free app for a few days, even above YouTube. (...) it’s just the perfect storm of getting the right people to tweet, getting the right journalists to write about it, getting Apple to help.
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.