Ben's 1x1x1 - We had a leaky funnel. So I did nothing. - July 24, 2026 🚀

For those of you that are new here, every week I send what I call a 1x1x1.

One thought from my week. One interesting find/tool from my week. One image from my life.

Let’s dive in 👇

Thought from the week

We had a leaky funnel. So I did nothing.

Usually, my operating system is:

Ship fast.

Test fast.

Keep moving.

Figure it out later.

Possibly create a new problem by lunchtime.

But recently, I did something very out of character.

I stopped.

Like… fully stopped.

For two months.

Which, as someone with the attention span of a Labrador near a tennis ball, felt like roughly 47 years.

I’d hit a wall with Luna.

We were getting great feedback.

New partnerships.

Good momentum.

All the things founders put in a LinkedIn post right before admitting something is on fire.

The issue?

Conversions.

For every 100 people downloading Luna, only 5 started a free trial.

5%.

Not ideal! Not cute! Not the chart I wanted framed above my desk!

And the reason made total sense.

Most people downloaded Luna when their pet was healthy.

So they’d think:

“Wait… why would I use my free trial while my dog is fine? I’ll save this for the inevitable 2am ‘why is my cat doing that’ emergency.”

Fair.

But it meant we were missing the chance to build trust with pet parents before they were stressed, panicked, and searching “can dogs eat 4 diapers and live?”

We had a leaky funnel.

My usual move would’ve been to throw a feature at it, add three popups, change the button color from blue to slightly-more-optimistic blue, and call it growth.

Instead, I sat with it.

The beauty of being bootstrapped: nobody was standing over me yelling, “Can we 10x activation by EOD?”

So I thought about it.

Talked with friends.

Interviewed users.

Studied other apps.

Thought long and hard about why I’m building Luna in the first place.

And eventually, I made the call.

Luna is now freemium.

Which I’m very excited about.

It’ll get Luna into the hands of way more pet owners.

We’ll learn faster.

We’ll see whether this business model works.

And, most importantly, we’ll help a lot more pets.

So that’s the Luna update.

And maybe a reminder for anyone considering a big pivot:

You don’t always need to sprint toward the next answer.

Sometimes you need to let it marinate.

Overthink it a little.

Talk to smart people.

Then, once you’re confident, sprint directly into the next set of problems.

Interesting tool / find

The new Claude design feature is absolutely insane.

My favorite thing to make with it so far: animations.

The internet is about to look like it went on a shopping spree and got a fresh haircut.

Everything is about to get significantly more stylish.

Image from my life

We paid a visit to the farm we get most of our food from in the summer.

Stoke levels were high!

See you all next week!