How Every's Team Used AI to Ship Its Biggest Launch Ever

we generated the largest subscription revenue increase in Every's history last week. We did it by launching this thing called the Builder Pack. Basically, we partnered with a bunch of the AI tools that we use every day, and subscribers to the Builder Pack get discounts and credits to those tools. So $1,000 in Codex credits, 12 months of free Cursor access, all that kind of stuff. The Builder Pack is awesome, but I think the actual story behind it, like how we did it, why we did it, how it generated so much revenue, is really interesting. For this episode, I had the team who worked on the Builder Pack, everything from conception all the way to the full executional launch, come to the show to share how we did it and what we learned. I hope you like it. Hello everyone, and welcome to AI&I. This is a slightly different version of the pod today where we've got myself, Yash, Austin, and Douglas here, and we're missing Daniel. We're gonna be taking you on a journey today, introducing you to All Access and the Builder Pack. And this is a new tier at Every that we decided to launch recently, and we will just talk about why we decided to build it, why it's important, how we use it, and what it means to be a builder today. All of which, all of us are builders and use these tools every day, so yeah, hopefully by the end of this, there'll be one nugget that you can take out of this and use in your everyday. So I guess like to introduce us, or to introduce this pod, first I'm going to introduce All Access. We launched it Tuesday on the 14th. It was a big launch for us, big endeavor across the whole company. All Access is a new tier at Every. It's a $625 annual plan that gives you access to the Builder Pack, which is 10 benefits, exclusive benefits from all AI companies that you know and love that enable you to go build and adopt some of these tools in ways that you may not have been able to before. And All Access includes a couple other things. It includes access to office hours that we're hosting that are exclusive to All Access members, unlimited use of Cora and Spiral, and we have a couple other things up our sleeve that we're going to be launching in the next few months as well. But we really want to talk about the Builder Pack because that's like probably the meat of All Access. And the Builder Pack is 10, soon to be more, exclusive benefits to AI tools that the Every team uses every day so that you can get access to these tools and use them, you know, for free for a while and get comfortable with using them in your stack. It's early access, exclusive access to the Every stack. This is the team that brought it to life. Yash, how do you use the Builder Pack? Yeah, context. I'm Yash. I run one of the products. I'm just Yeah, yeah. Who are you? Who am I? Wow. I ask myself that every day, but I run one of the products at Every called Sparkle, and I also work on the growth team now. A large part of my work is using Claude. I know at Every, we are like codex stands, but I'm still very Claude. I've been using Claude for the last one year and this involves like, I built out the entire product. Like I think 15, rebuild Sparkle 15 times using Claude and PostHog. So those are the tools I reach out for the most. And recently, I joined the growth team at Every and growth meant a lot of AB testing, a lot of segmentation and other stuff. And again, I started optimizing PostHog, but I find it really annoying to open like dashboards and set a lot of these things up. And that's where my setup with Claude helps a lot where I have like custom skills built out. And essentially my plan is in the next few weeks to automate the entire AB testing pipeline. Like a lot of the work that I spent doing for the first one month at the growth team, I'm like, this is very boring because it's, it's very straightforward. Like I should be working on the interesting, more interesting problems. And I should not be clicking buttons and figuring out what's the right audience size and stuff like that. Like Claude is so much better at that. I have to prompt it. I have to figure out, okay, what's the right audience size? When should an experiment go from a 10% AB testing cohort to 50%? Like, why should I be doing that manually? It's, I feel that it's a lot of fake work. And we like to spend a lot of time observing these things, seeing, like setting up, setting up an experiment every time. It felt so boring to me. I'm like, the only way I can set up, do more experiments is automating the entire pipeline. So I spent a lot of time. So what’s interesting to you is less actually the work. The work is no longer setting up the pipeline to be able to do it. It's actually, what should I test? Yeah. And then did it work great implement it. What's the next test? Yeah. I usually play more interest in the ideas. Like, oh, should we do a homepage takeover? Who should we show that homepage takeover to? What's the actually setting that up is not that interesting. Like we have so many experiments live right now, which are like, when should we cut off the paywall? When should we show the paywall? Those are way more interesting. And those are also like more human psychology. And I can, I have more fun doing that. And I personally feel like a large part of our work at Every is like, everyone is very secure in what they do. And so we are okay with automating our jobs. Like I spent one month doing these things and I'm like, okay, I'm done. Like I want to do other things now. And if it was some other organization, I'm going to try to stretch this out for like a year. Like what if we want it? You want to move on to the next thing that you tapped? Yeah, because that's fun. And that's why we are always at the edge of AI, right? Like we are like, yeah, this is done guys. Like what's next? Like what's more interesting? Okay, is there a better model for this? Is – So, so what in the Builder Pack do you use every day? Every day it's Cursor. I use Cursor because they have cloud regions, which are really good. We did a lot, a bunch of Fable 5 optimizations because I was working on some other task. I did not want to mess with my setup. So cloud agents just spin off a cloud server and run there and give, get, get me the results back. And they have a really good open source model, which is really cheap, like GPT Composer, which I love. So that's something I use. I used Framer a lot as well while I was building this Sparkle site. It has a, it has good MCV support. So I could change the, change the headlines, see it like experiment more directly without actually going into Framer and setting, like every time, it's very annoying to me. Like I'm setting a lot of these things up, the right font size on mobile and stuff like that. This is how you like, like I used to do this like 20 years back. Like today I should not be spending my time on these things. And I would say Claude Max is my go-to. I feel it’s insane. Yeah, that's my stack and it's, and PostHog. Yeah. I use a lot of these products, but it's so cheap. Like I feel that Claude Max subscription is really underrated. Like I'd pay way more for it. Right. I couldn't work without it. Right. I hope no one from Anthropic is watching this. Get the deal guys. Get, get, get the Builder Pack. I like the way Yash is describing one potential approach to work, which is like, there, there's this, there's this approach to being a general manager in the MBA, which is like, just keep trading for future draft picks to be like, we're on an eight year time horizon for contention. And there is for someone as like skilled as Yash at engineering, go-to-market engineering, growth, you can use these tools, this stack that he has to, to like operate at the same level in like a set it and forget it mode. And kind of, I would be like, well, Yash, like I, I run the growth team. I look at what Yash is doing. I'd be like, Yash. Another experiment and it like moves the needle by 2%. I guess he's on it. And like, he knows how to set up that, that Claude code and PostHog loop. But the way that he works instead, which is exciting, is that after he does that, he looks at how can we win right now? How can I be creative and competitive to find the next thing? And how can I use these always on like loop and architecture based automations to make it so that Yash can do the thing that like lights them up, which is I can see Yash in Slack being like, oh, what if we like made a three hour time-constrained discount specifically targeted to these users using this video, building this thing in Framer. And that's, this kind of stuff has always been the case, right? Like that work is the most fun way to work. It's how smart, creative people are able to differentiate themselves. But I think that the Builder Pack allows is that it allows someone like Yash to automate and defer a lot of the work to cloud agency would have otherwise had to manually click in PostHog To do next. It's just like remarkable that, you know, like 5.6 dollars is expensive, but like, relative to the value that you got out of that, it's like nothing. And best of all, you went to the gym and like, took care of yourself. And that's, it's just like remarkable that you can do that. You can, if you're really harnessing these tools well for work and for life, I use it as my trainer at the gym. It's, um, it can be very fulfilling and, and, and like so effective. Yeah. I feel it allows you to get better at things you want to really get better at. It frees up more time. Like, to give an example, like, when, like, Austin and I, like, people are always pitching growth ideas to us. Like, hey, do this, do this. And to be really honest, those are good ideas, but I don't want to spend, take away time from doing my main thing and spend time on that. And that entire thing should be automated because A, the idea is good. We should not hire an engineer just to implement that particular idea. So I feel we have these tools as, like, if I have a workflow set up, hey, let's try this particular headline on our website. It should be like, you should be, that should be automated. And I think we can, that's the goal. Like, I have more time to do like deep work and, or, and be in my flow state and without really compromising these things, like building that loop is me being in the flow state versus like, hey, try this, try this, try this. And I, I think the thing where we're like circling around is like, uh, this is the best way to, to build right now, which is to, um, you know, Kieran, our colleague has described it this way of, you're at the top and bottom of the AI sandwich. You, you, you decide what the problem is. You frame the idea and then you review the work. That's been the case for a while, but the exciting thing about this moment, the exciting thing about being able to use the tools in the builder pack is that you can go from idea to execution, um, quickly, easily, reliably, and at like a very high level by being able to just like, um, type or with monologue, any speech-to-text tool like we use, just to be able to say the idea, um, and have it come out. And the thing that I really like about this, the way I like working is that, um, whether you're, you know, primarily a Claude user like Yash or a Codex user like me, the tools all now speak together really, really well and connect to each other really well. Um, Notion is a great example of this. I have hated Notion for years because my brain doesn't work in that way of like, I'm gonna like organize this database and I'm going to make sure that like the growth hub. Yeah, like, I think up until a year ago, Notion was, had had too much of a like of a barrier to entry on like organization and maintenancethat anytime I've tried to use Notion with a, with a team, we've turned because no one's around to maintain it. And all of that maintenance stuff that has not been pushed off to Codex and Claude code. Once a week, I just ask Codex and I'm like, hey, can you like reorganize our growth hub? And it does it perfectly. It's like amazing. Or it's like, hey, make sure this database is set up well. Um my favorite example of this is while I was doing the um, this kind of like in the weeds codex work, like when I work with codex, I'm like steering it and going back and forth with it. Um, Claude and Claude code in the desktop app using Fable, I've had the videos we're releasing attached to this launch all connected through Descript and the Descript MCP. And Fable is just running in a loop, building out the edits for all of those videos and reviewing its work and interacting with Underlord, the Descript AI tool, because I'm not a video editor. Like, I'm actually really bad at it, but uh like sometimes that falls under my responsibilities. And that can run in a loop so that when I go to edit the video, by no means has, has Fable and Descript created a video that is publishable, but it has gotten me, like, 70% of the way there while I'm steering codex, cloud code and Fable and Descript have gotten it there so that I can go and I'm like, oh, I know what to do now. Like, I see the pieces. It like, it does this crazy stuff where it takes the transcripts, makes a storyboard, makes a script itself, and then like pieces the video together so I just have to do like a few tiny things to get us to a final product. You already know how AI is changing how everyday work gets done, how much ground you can cover and how fast a team can scale. To stay ahead, you need tools that give you a competitive advantage built for this new era. Adio is the CRM for the agent-native world. It meets you where you work, compounds every customer signal into context, and then acts on it across your pipeline to let you move at unmatched speed and scale. With agents and automations for every job, Adio orchestrates your work around the clock. We use it internally at Every and we love it. It's built to handle the scale of your workloads. It's extensible with an API and MCP access, and is built with infrastructure to keep up with your most ambitious agents. It's loved by high-growth startups like Granola, Modal, Whisperflow, and Every. Adio runs the work behind EveryWin. That's Adio, the Agentic CRM. Go to Adio.com slash every and get 15% off your first year. That's Adio.com slash every. And now back to the episode. I think the thing that I love about the builder pack specifically is I feel like a lot of the time at Every we're telling people, like, go build, go build. It's the best time in the world, world to build. There's no excuses. Be the builder you want to be. And that's great. But how? It's it, well, one is how, which is like, you should subscribe to Every. We will teach you how. But two is, this stuff is expensive. Um, and the stack that you use, Austin, the stack that you use, Yash, Douglas, myself, it's very expensive. We spend a lot of money at Every on AI and credits. And last night we had an event in the office, and a friend of mine's younger brother, I invited him to come. He's an engineer. And he, he's trying to figure out how to get a job as an engineer right now, even though he is an engineer, he's really struggling to get a job. And um, he's not using AI at all. And I introduced him to some people that were like telling them how they work. And then at the end of it, he was like super excited. And then he told these people were telling them, like how much money their companies enabled them to spend on AI. Some guy, you know, he's like a single engineer, spent 30 grand last month and this guy, like, you know, I could see him, like, visually, like gulp while he was like, how am I going to discover this technology when it's like prohibitively expensive as an, and I'm an individual, I'm not at a company right now. And the thing that I love about the builder pack is um, it is, you know, I think the codex, the OpenAI benefit is like a great example of this because you're getting uh three months free of uh OpenAI and codex and a thousand dollars in overage credits. But the three months free includes, I don't know what the number is anymore, $5,000 of value. Like these, these subscriptions, just like our, our, you know, our anthropic benefit, they include so much spend inside of a small subscription. Um, so, I mean, and it's the same thing for basically OpenAI, Cursor, uh, Gemini and Anthropic, Those offerings because they're, they're model companies. So, okay, it's one month, excuse me, uh the one month offer. You can use the codex credits. You can use the codex credits for three months. Yeah. Yeah. Uh, it's so much value that like, you then get to go experiment with this technology so that you can um be the builder that you want to be. I use them all the time. My, my stack, um, I mean, the, the builder pack is basically everything that we use at Every. Personally, I'm in OpenAI, Anthropic. I'm more of like a consumer of posthog than I am like a user of, of like their AI credits. You're always in Notion. I'm a big Notion user because I do like a lot of ops. Um, framer user, render, and I really like experimenting with the flora MCP. Um, so, I mean, I'm kind of all over this stack. My, my biggest use is like, obviously, like the model companies and just like doing the work inside of uh inside of cloud or, or uh or codex. Um, I mean, ironically, a lot of these tools, almost all of these tools, if they aren't a model company themselves, I'm utilizing them through a model company. I'm never really ever going into their tool. Even flora, which like has like a remarkable tool, I only ever use it through the MCP. Yes. And it By contrast, you know, to your note about green, I think this is, in a way, our most explicitly technical kind of facing audience that we've been speaking to in terms of the Builder Pack. Like, this is for people that are really ready to start experimenting with all of these tools. And it feels a little bit more Matrix-y and digital than a lot of the more Greco-Roman and kind of heritage-driven elements of the Every brand. So, you know, all of those were decisions that these tools helped us kind of land on in terms of the aesthetic of everything. And also helped us design the website, right? So it's, it's pretty cool to be able to, it's a mind shift for me, a mindset shift of moving from playing the instrument to orchestrating. And when you learn how to, you know, get one group singing and playing, you move on to the next one and you can conduct lots of pieces at once. And that's what I find, you know, I'm just beginning to use, like, have everything plug into Notion, right? Super helpful. And to Austin's point, you can just be like, Look in Notion, find this thing, do this for me, you know, compound, whatever it may be. And it has all the relevant context because it's been updated because someone else on the team has automated it to update itself. And I think the way you work as an organization also then just gets like, you know, souped up to a crazy degree because we're all orchestrating at the same time. And it kind of hums. So, yeah, it's been, it's been really exciting for me to work with these tools and apply them to the, you know, it is the sandwich. You have to put a lot of work in at the beginning, is what I've found, in terms of really doing some metacognition and figuring out, like, how do I think about this? What is my process, you know? And then once you kind of codified that, these tools can run with it, and you can ask them for help if you don't know why something happened, which I find, like, very revelatory. Yeah, it's remarkable when people are like, well, how do I use it? Like, well, what are you trying to accomplish? And then they say that. And I'm like, great, just say that again. Yeah, just say it again. I think a good final thing here is like, if we're thinking we're speaking directly to people who either, like, just got access to the tools in the Builder Pack or like thinking about it, like, this has been a lot of kind of like higher level thinking about how to work with a few examples. Like, I think each of us saying, like, say you have access to all the stuff in the Builder Pack, and you're like, what do I do now, right? Like, what would each of you recommend someone do, whether it's one specific thing to try or one, like, mentality approach to take if someone is, like, a brand new builder? I think we can go around and do that. If I was, if I had just got the Builder Pack and I'm just, like, getting my feet wet right now with building, I think the first thing I would do is if you're like really early on, sometimes the hardest part about building is knowing what to build. And you can like just sit at your computer and be like, looking for a problem is the worst way to find a problem. Go for a walk is also like, not an effective way to like, find a problem. You need to like, that is a habit that you can build where you can, like, identify problems in your life well, because usually we're just like, so numb to those problems. So if I'm new to building and I'm new to the Builder Pack, the very first thing I would do is, like, pick something simple that I really, really love, like a product that I really love and dupe it. I would just make it myself. The very, very simplified MVP version of that. And use basically as many parts of the Builder Pack as I possibly could. So like, I would launch it on Render and use the Render credits. I would plug in PostHog so that I could actually, like, maybe build in a loop or use some of PostHog's traditional products where I can just, like, actually track how I use it or how my friends use it. I would build it using Anthropic, using Claude, using Codex, using Cursor. I might actually use some AI in that product. You know, even if it's a product that doesn't include AI, I might figure out how to do that. I might use Flora to actually, like, create some unique icons or graphics. But I would just dupe something. Because what I find, when I dupe things, at least early on when I was duping, I would get started with the process of making it. And very quickly, I'd be like, I don't like that feature. I don't like that, you know, version of this thing. And I'm going to—very quickly, it's not duping. It's like inspiration and you're off making your own thing. So I would, if I'm new to the Builder Pack, I would dupe something and I would look through the Builder Pack and be like, which one of these things can I actually start using in this build? And not question yourself for a second. Just start doing it. I mean, that's— That's like the hardest part sometimes. It's just like the first—the first prompt. Yeah. I find that, like, one, I think everyone learns everything in different ways, but especially, like, learns how to become an AI builder in different ways. I think some people really want to, like, understand what's happening and other people just want to, like, go and ship and learn from what doesn't work. The thing that worked best for me was, okay, I have, like, I actually have a lot of ideas for what I might want to do. Of the ideas that I might want to do, let me pick the one that I'm the most excited about, which for me was this, like, movie app that's like Fandango for indie movies. I was like, this doesn't exist. If this worked, this would make my life a lot better. I would be so stoked. Like, one thing that I think is a good prompt to yourself is, like, what would you be the most excited to text someone, like, hey, I made this, right? Like, what would make you feel really good to do that? And I would actually really encourage people to try to make, not to necessarily make, like, a complex app for the same complexity, but try to make something you don't think you can, and try to make an app to start because you're going to learn so much through that process. Like, in doing that process to make this, like, web app that is now live that a lot of my friends use every week now, um, I had never done any of this stuff before. And then it's taking you through, like, oh yeah, you need to connect Render. You need to go through Google OAuth, like, whatever. Because it's a thing that you're so passionate and excited about and you want to get to the end, it quickly starts to feel like you're playing a video game and, like, trying to get to the next level. And I do think Brandon's point about, like, okay, to start, um, connect the agent, whether it's Cursor, Claude, or Codex, to the tools in the Builder Pack and any tools that you have access to to be like, you can connect it all and be like, hey, you have all this stuff. The agent will figure out where to go. But I think driving towards that goal of, I'm going to make something great that I'm like excited to text a friend, like, hey, go try it. And along the way, you'll realize, like, oh, it actually works. That's crazy. It's so exciting that it works. But, like, the design looks like ass. Like, how do I make the design better? And, like, you can sit and work with that. You can read Every for some inspiration for design. You can go use it to check stuff. Um, but that would be my best recommendation. And that's worked really, really well for me. And then I've learned from seeing the V1 ships that the agent comes up with and being like, okay, that's not good enough. Let me figure out how to get it to a V2. I have a good specific one, uh, for marketers, writers, designers, creative technologists, uh, product designers. I think to Brandon's point, I know your problem and it's probably your portfolio. And this is a wonderful stack to rebuild your portfolio. And it's something that I think everybody kind of hates their portfolio site, but you need it. And you, to Austin's point, probably have a dream version of it in your head. You can use Brandon's duping kind of strategy here too. If you see a site that you really like and you want to try and mimic it, or you can come up with something from scratch and write the brief for what you're looking for there. Put in the references and give it to Codex or Claude, connect it to all of these different tools and, you know, take that on as a project. I think it's a really enriching thing to do because most people have so much work that you're not liking the way you've potentially merchandised it to the world. And maybe you want more interactivity or different types of visuals. You can use these tools to create something really, really striking that you feel good about, and that also potentially helps you get more work or a better