Nathan Baschez is the cofounder and CEO of AI word processor Lex. He cofounded Every, was the first employee at Substack, and co-created Product Hunt.
How to use incentive alignment to unlock faster growth (in the real world)
Because reality is always messier than it seems
Mar 12, 2020 · 3 min readUpdated Dec 17, 2025
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Hey! I’ve been working on this essay full-time for about a week and I couldn’t be more proud to share it with you. It’s big (~4k words) but I think you’ll love it. It’s my best yet, with much more original analysis than before.
I showed it to Dan Shipper, who wrote the Jesse Beyroutey interview on “Dominance Friction,” and he said:
“I love that this essay takes a simple principle — the best companies align their incentives with their customers — and explores it from a bunch of angles to expose its nuances in practice.”
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