To overcome the high trust barrier of accessing user emails, Fixer identified early customers with large LinkedIn followings. They invested heavily in supporting these users, then asked them to post about their experience, effectively borrowing their credibility to acquire new customers.
Fixer's growth was slow in the UK, where the dominant feedback was fear of competition from Google. They moved to a San Francisco accelerator where the mindset shifted from risk-aversion to ambition ("if it works, it's going to be huge"). This environmental change was critical for unlocking hypergrowth.
To ensure product quality, Fixer pitted its AI against 10 of its own human executive assistants on the same tasks. They refused to launch features until the AI could consistently outperform the humans on accuracy, using their service business as a direct training and validation engine.
The company culture is driven by a weekly mantra: "What is the one thing that you will put unreasonable effort to this week to contribute towards our most important goal?" This framing forces extreme focus and intensity, elevating execution beyond simply working hard on high-priority objectives.
Before writing code, Fixer ran an executive assistant agency for eight years. This allowed them to collect invaluable data on customer workflows, build a ready-made audience, and create an unfair advantage. This deep domain knowledge and GTM head start were crucial for their rapid success.
During a 5x growth period, Fixer's support response times went from 5 minutes to 5 hours, jeopardizing customer trust. The team had only planned for their growth strategies failing, not succeeding. This highlights the critical need to build infrastructure for best-case scenarios, not just worst-case ones.
After the CEO of a large firm signed up via a Meta ad, Fixer's co-founder flew to his remote town to close a 5,000-seat, $1.2M deal in person within a week. This highlights the power of combining low-touch PLG acquisition with an aggressive, high-touch enterprise sales motion.