“One of the things I so appreciate about GrowthX and why we brought them on to work with us is because they’re so great at systematizing the work and really high leveraging AI to get things done … We are huge GrowthX fans!” - Ceci Stallsmith, Head of Marketing, Lovable
Lovable grew to $200M in record time through a simple framework we’re calling vibe marketing. Get instant access to the workshop recording, where we break down 10,000+ hours of learning into 2 hours of immediately actionable advice.
On December 9th, Jason and I sat down with Ceci Stallsmith, the head of marketing at the fastest growing SaaS company in recent history: Lovable.
There's no option not to ship something in your first week. Period. Speed creates its own momentum.
If this quote by their HoM doesn’t make things clear, let me spell it out for you: they take risks, ship fast, and vibe.
Vibe market. Vibe code. Vibe check. (People still say that, don’t they? 😅). Here's what that actually looks like in practice:
“We just take every timeline and compress it so much. So if you're kind of like 'we're going to get to that at this point,' just see if you can divide all your timelines by 3 to 5. Sounds kind of crazy, but with AI tooling you probably can at this point." - Ceci Stallsmith
If you do nothing else, read this next section: The 5-Part AI Creation Framework
Jason's breakdown of what separates teams shipping quality AI-assisted content from those drowning in slop.
We’ve noticed that most people prompt, get garbage, then say "make it better." That very clearly doesn't work.
Here's the process we use with Lovable (and every other AI tool) to get production-quality outputs consistently.
Before you touch the model, define four things:
The Object: What exactly are you building? Landing page, blog post, hero image? Different outputs break into different components.
The Mood: Not "professional." Specifically: confident, curious, urgent, calm? Mood shapes every downstream decision.
The Purpose: Who lands here, what do they care about, what action should they take? This is your tiebreaker when you're stuck.
The Anchors: Examples of 10/10 quality to mimic and 1/10 quality to avoid. If you don't have taste, borrow it.
Then run this loop:
Step 1: The Flip — Don't generate yet. Ask: "What information do you need from me to achieve this?" Surfaces gaps in your brief before they become problems.
Step 2: The Spread — Request 3-10 distinct variations. The first output is the model's best guess at the center of possibility. You want to see the edges.
Step 3: The Articulation — Name the specific gap. Never say "make it better." Say: "The anchor has more whitespace around the CTA" or "the headline is half as long."
Step 4: The Chisel — Combine best elements, subtract what doesn't belong. Then lock it—create a style guide or voice sample so the model doesn't drift.
Step 5: The Re-Anchor — If you're stuck in circles, your anchors are too weak. Stop iterating. Find a better example. Return to Step 3.
The key insight: you can only give useful feedback if you've broken the output into components. Change typography OR color OR layout—not all three. Multi-variable edits degrade quality.
1,000+ operators joined this workshop live. Now you can get the recording—2 hours of Lovable's Head of Marketing breaking down how they went from $0 to $200M, plus the AI creation frameworks and speed culture tactics you can deploy this week.
Join the AI-Led Growth community for the full framework. Use code LOVABLE-VIBES for 90% off! (limited-time offer)
What else do we cover? (Because 2 hours is a long time.)
The Quality Bar Reality Check: Ceci’s confession that lowering her standards actually accelerated Lovable's growth (and why "no one ever blinked")
Punch Up, Never Down: The controversy framework that let Lovable turn a DocuSign cease & desist into a product launch moment.
Authority Funnel vs. Lead Funnel: How GrowthX scaled to $13M ARR with zero AEs by flipping the traditional conversion playbook.
The One Compelling Offer Rule: Why you don't need 20 lead magnets. You need one that actually works.
I suppose risks and speed are unavoidable if you want to reach the status Lovable has (aka $200M ARR.)
While we were curious about how they did it, we also wanted to understand how people like you can make the most of the tool that’s attracted millions of users and led to over 10 million projects.
Tired of choosing between speed and quality? Lovable figured out how to get both. Watch the full breakdown. —> AI-Led Growth!
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Until next time,
Marcel & Jason
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