How Greg Isenberg would make a sass out of AI.

This sketch from Rick Isenberg nails how to grow a SaaS without ads or a big team. Simple framework: creators + affiliates + gamification. It’s a distribution flywheel disguised as a pencil drawing.

The Core Framework

1. Attach the right creator
   Find people your target audience already trusts. Not just big names — smaller creators (5k–70k followers) often convert better.

2. Attach a generous affiliate %
   Be bold with revenue share (even 30–50%). Trade early profits for momentum and word-of-mouth.

3. Gamify everything
   Add leaderboards, badges, and rewards. Turn customers and affiliates into players chasing progress.

Why It Works

• Taps into built-in trust networks
• Trades margin for distribution power
• Uses incentives that drive consistent action
• Turns growth into a viral, self-sustaining loop

Real-World Examples

• Notion grew through power users sharing templates
• Beehiiv’s affiliate program pays 50% recurring commissions
• Duolingo built habit loops with streaks
• Gumroad empowered mid-tier creators early on
• Tinder grew through college ambassador "competitions"