How Anthropic is using Claude to automate its own growth (and why old playbooks are obsolete)

Amol Avasare is Head of Growth at Anthropic, which is going through the most unprecedented growth trajectory in history—scaling from $1 billion to over $19 billion in ARR in just 14 months. Previously, Amol worked on the growth teams at Mercury and MasterClass. Before that he was a founder, and he cold emailed his way into the Anthropic role when no job listing existed. Most remarkably, he overcame a traumatic brain injury from a Muay Thai match that meant he couldn't work for nearly a year. *In our in-depth discussion, Amol shares:* 1. How Amol landed his role by cold emailing Anthropic’s CPO Mike Krieger 2. How Anthropic is automating growth experiments with Claude (their internal tool called “CASH”) 3. Why the ratio of PMs to engineers might need to flip (more PMs than engineers) as AI makes engineers exponentially more productive 4. Why activation is the single highest-leverage growth problem in AI 5. Why Anthropic indexes 70/30 toward big bets (the opposite of most growth teams) 6. How he uses Cowork to detect team misalignment in Slack 7. How the company’s focus on AI coding created a research flywheel that accelerated their models *Brought to you by:* WorkOS—Modern identity platform for B2B SaaS, free up to 1 million MAUs: https://workos.com/lenny Vanta—Automate compliance, manage risk, and accelerate trust with AI: https://vanta.com/lenny *Episode transcript:* https://www.lennysnewsletter.com/p/anthropics-1b-to-19b-growth-run *Archive of all Lenny's Podcast transcripts:* https://www.dropbox.com/scl/fo/yxi4s2w998p1gvtpu4193/AMdNPR8AOw0lMklwtnC0TrQ?rlkey=j06x0nipoti519e0xgm23zsn9&st=ahz0fj11&dl=0 *Where to find Amol Avasare:* • X: https://x.com/TheAmolAvasare • LinkedIn: https://www.linkedin.com/in/amolavasare *Where to find Lenny:* • Newsletter: https://www.lennysnewsletter.com • X: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ *In this episode, we cover:* (00:00) Introduction to Amol and Anthropic’s growth (03:15) The story of cold emailing Mike Krieger to get the job (08:28) What it’s like leading growth at the fastest-growing company ever (10:46) What the growth team actually does at Anthropic (12:16) The concept of “success disasters” (13:55) Why activation is the biggest challenge in AI products (18:05) Improving Mercury’s onboarding experience (20:57) The importance of adding the right kind of friction (25:10) Anthropic’s org structure (27:06) Why Anthropic focuses on big bets over micro-optimizations (33:34) Automating growth experiments with Claude (CASH) (38:20) How AI is starting to identify what experiments to run (41:07) The future of PM, engineering, and design roles (47:19) Why you might need more PMs as engineers get more productive (51:13) How Amol uses AI to prototype ideas and skip PRDs (58:10) Amol’s morning routine: AI analyzes 20 to 25 charts automatically (1:03:31) Getting coaching from an AI version of your manager (1:06:27) How Anthropic’s focus on coding and B2B drove their success (1:12:10) Balancing growth with AI safety as a core mission (1:18:09) Advice for thriving in an AI-first future (1:22:53) Anthropic’s culture and the “notebook channels” on Slack (1:35:12) Failure corner: Shutting down his startup after raising money (1:38:25) The traumatic brain injury that changed everything (1:46:49) Lightning round *Referenced:* • How a traumatic brain injury made me a better PM—and person: https://www.lennysnewsletter.com/p/how-a-traumatic-brain-injury-made • Anthropic: https://www.anthropic.com • Snowflake: https://www.snowflake.com • Canva: https://www.canva.com • Palantir: https://www.palantir.com • Atlassian: https://www.atlassian.com • Anthropic’s CPO on what comes next | Mike Krieger (co-founder of Instagram): https://www.lennysnewsletter.com/p/anthropics-cpo-heres-what-comes-next • Claude Code: https://code.claude.com • Dario Amodei on X: https://x.com/DarioAmodei • Facebook: https://www.facebook.com • Uber: https://www.uber.com • DoorDash: https://www.doordash.com • Anthropic co-founder on quitting OpenAI, AGI predictions, $100M talent wars, 20% unemployment, and the nightmare scenarios keeping him up at night | Ben Mann: https://www.lennysnewsletter.com/p/anthropic-co-founder-benjamin-mann • Mercury: https://mercury.com • MasterClass: https://www.masterclass.com • Calm: https://www.calm.com • Alexey Komissarouk’s website: https://alexeymk.com • Alexey’s “Mastering Growth Engineering” course: https://www.reforge.com/courses/mastering-growth-engineering • Claude Cowork: https://www.anthropic.com/product/claude-cowork ...References continued at: https://www.lennysnewsletter.com/p/anthropics-1b-to-19b-growth-run _Production and marketing by https://penname.co/._ _For inquiries about sponsoring the podcast, email [email protected]._ Lenny may be an investor in the companies discussed.