This episode focuses on Karel Papík, co-founder of Product Fruits — a product experience platform that sits as an invisible layer between an application and its users, handling onboarding, adoption, support, and churn prevention. Karel comes from video games, which is where he learned what adoption actually takes. He got Product Fruits to $2M ARR and 1,300 paying companies almost entirely on paid search — no 30-person content team, no founder-led enterprise sales motion, deliberately avoiding the usual founder-sales-then-hire-a-sales-chief trajectory. He runs an AI company, and he still thinks AI is "just the spice."

Then two things broke at once. PPC ran into its natural ceiling — only so many people are searching at any given time. And when the company rebuilt its product around AI, marketing got harder, not easier: search volume for "A ...