In this episode, I speak with Andrew Burrington, Senior Growth Leader at onX, and Andy Carvell, Co-Founder and CEO of Phiture, about what sustainable growth really looks like when an app grows from 3 people to 500 and from one product to a portfolio.

This is Part 1 of a two-part conversation built around five practical lessons for subscription apps. It starts with a deceptively simple idea: not every user who installs the app matters.

As Andrew explains, the shift came when onX stopped blasting users with purchase prompts and started focusing on what actually qualified them. In their case, that meant helping users understand the core actions that made the product valuable in the first place.

The result is a conversation about what strong teams do early, what they carry forward, and why commitment beats volume.

What you’ll learn in this episode:

• Why sustainable growth starts with identifying the users who actually get value
• How onX used key actions to qualify users instead of just pushing conversion
• Why onboarding should teach value, not just sell features
• What changes when one app becomes a growing portfolio
• Why repeating what worked is not the same as understanding why it worked

If you work on a subscription app, this episode is packed with practical thinking you can apply immediately.

Part 2 continues the conversation, focusing on when to break your own playbook, how to recognize real learning, and why growth priorities change as products mature.

This is one of the conversations shaping the 2026 Full Funnel Growth Playbook, powered by RZR (formerly Aarki), available soon.

Chapters

00:00 Intro: Growth Beyond Theory

01:32 Meet the Guests: Andy Carvell and Andrew Burrington

03:00 A Decade of Growth: Building a Data-Driven Partnership

08:33 Lesson 1: Commitment Over Volume in User Retention

10:14 Qualifying Users: Finding Real Value in Your Product

15:53 Lesson 2: Don’t Reinvent the Wheel for New Products

18:02 Team Structure: Vertical Expertise vs. Service Centers

25:00 Lesson 3: Knowing When to Break Your Own Playbook

26:23 Maturity Curves: Adapting Strategies Across the S-Curve

33:45 Lesson 4: Making Growth Visible with AI and Automation

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⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824

⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm

⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460

Let's Connect

⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz

⚡ Instagram - https://www.instagram.com/peggyannesalz

⚡Website - https://www.mobilegrove.com

Brands still talk about Latino audiences as if they are a segment to target, rather than communities to understand.

I recorded this conversation with Kirk Gimenez, Founder of Sizzle TV, at POSSIBLE last year, and I’m bringing it back now because it feels just as relevant as we head into POSSIBLE again.

Kirk is on a mission to elevate Latino voices and tell stories that reflect real people, not assumptions. That perspective shapes everything he does, from media to marketing to financial education.

He brings serious charisma, but he also brings a clear point of view on storytelling, representation and what brands still get wrong when they try to connect with Latino communities in ways that feel real and respectful.

In this conversation, we get into:

• What brands misunderstand about Latino audiences
• Why language matters less than cultural understanding
• How storytelling becomes more powerful when it leads to action
• Why collaboration is a more powerful mindset than competition

As a media partner of POSSIBLE, I wanted to bring this conversation back because it captures something the event does especially well. The value is not only in the stages or the sessions. It’s also in the unexpected conversations that challenge your thinking and stay with you long after the event is over.

If you’re heading to POSSIBLE, or simply thinking more deeply about how brands connect with culture and community, this episode is for you.

Subscribe to MobileGroove for conversations with the people shaping what comes next in marketing, media and technology.

Chapters

00:00 - Introduction to Sizzle TV and Kirk's Mission

02:44 - Networking and Key Connections at the Possible Event

04:30 - Impactful Sessions: NFL and Big Brothers Big Sisters

05:31 - Bridging the Wealth Gap and Financial Advice

08:51 - Authenticity in Marketing to the Latino Community

*** Subscribe for More ***

⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824

⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm

⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460

*** Let's Connect ***

⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz

⚡ Instagram - https://www.instagram.com/peggyannesalz

⚡Website - https://www.mobilegrove.com

In this episode of MobileGroove, I’m speaking with Christian Muche, Global President and Co-Founder of POSSIBLE, about what it really takes to build something people want to be part of, not just attend.

POSSIBLE is not trying to win on size. It’s winning on intention and impact.💥

Christian’s philosophy is simple, but not easy to execute: bring the right people together, design the right environment and focus on outcomes, not optics. Growth follows when the experience delivers.

And it is delivering. POSSIBLE has grown from 2,500 to more than 5,000 participants in just a few years, not by chasing scale, but by building something the industry wants to co-create.

We also talk about why time, not budget, is now the most valuable currency for attendees, why most networking falls short and how curated connections, from small-group formats to thousands of pre-arranged meetings, are changing what people expect from events.

In this conversation, we explore:

• Why building for relevance and long-term value matters more than chasing audience numbers or rapid growth
• How POSSIBLE is designed to create intentional connections through curated meetings, smaller formats and purpose-built environments
• Why the intersection of marketing, technology and culture is where the most important conversations are happening now

As a media partner of POSSIBLE and someone who has experienced it firsthand, I’m especially excited about what’s coming next.

This is not just another stop on the event circuit. It brings together business, culture and community. And that matters, because the most valuable ideas happen when the right people are in the right place, having the right conversations.

If you’re heading to POSSIBLE in Miami, or considering it, this episode is your inside look at what makes it different and why it continues to gain momentum.

Subscribe to MobileGroove for conversations with the people building what's next in marketing, media, and technology.

Chapters

00:00 Challenging the Need for New Industry Events

04:41 Prioritizing Human Connections Amidst Industry Noise

06:05 Reimagining the Event Format as a Platform

07:41 Focusing on Relevance and Quality Over Scale

10:05 Curating Intentional Business Outcomes and Networking

13:42 Navigating the Intersection of Marketing, Tech, and Culture

18:18 Shifting from a Seasonal Event to a Year-Round Platform

19:53 Growth Milestones and New Formats for 2024

26:58 The Power of Co-Creation with the Industry

*** Subscribe for More ***

⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824

⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm

⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460

*** Let's Connect ***

⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz

⚡ Instagram - https://www.instagram.com/peggyannesalz

⚡Website - https://www.mobilegrove.com