Ghost Growth Playbook
Turn your audience into a business.
Revenue
$5M ARR
Strategy
Non-profit
The Spark
John O'Nolan was a lead developer at WordPress. He felt it had become too bloated and lost its soul.
The Growth Engine
Positioning as the 'Anti-Bloat' Solution: Ghost rose to prominence by executing a masterclass in 'Contrarian Positioning'. By launching on Kickstarter with a manifesto about returning to the 'soul' of blogging, they attracted a hardcore group of publishing purists. Their tactical focus on speed, Markdown, and being a non-profit foundation gave them a moral and technical high ground over WordPress, making them the default choice for the world's most influential writers and journalists who wanted a distraction-free tool.