Written from the audits, not the content calendar.

Each week I run App Store audits and positioning sprints for Shopify app founders. No barrier reef is what falls out of that work.

The scope stays narrow. Who your app is actually for, how to say that so merchants believe it, and how to get found in an App Store that doesn’t reward the best product by default.

I’m Ohad Michaeli. Most of the founders I work with already have real traction and have hit the ceiling of what shipping more features can do. The posts here are the patterns I keep seeing on calls, the fixes that actually move install rate or trial-to-paid, and the ones that don’t.

If you build for Shopify merchants and you want a view from inside the actual work, this is for you. If you’re looking for hype or a course funnel, you’ll be happier elsewhere.

No sponsors. Nothing for sale at the bottom of the email. The newsletter is a byproduct of the consulting, and the consulting tends to find me through it.