Beyond excited to announce that @lemonsqueezy has been *acquired* by @stripe to help build a global merchant of record solution. Such a surreal moment. Let's look back before we look ahead.

At my desk, at the office, or on a flight I can’t help but care to talk to people about making @stripe better If you’re building on Stripe, what can do better?

I think it's important people see the real value of stablecoins. Instead of waiting days, money can move almost instantly. For startups, that's a big deal. A while back, we helped @euboid at Ferndesk get set up with stablecoin-backed cards through Stripe Treasury. That means founders can pay contractors, earn rewards on card spend, and operate their businesses regardless of where they're located. This is what we're building with Stripe Treasury.

Founders, You’re not winning because you fell in love with your solution, not the problem. Read it again.

How does the @x algo treat likes vs bookmarks @nikitabier? Do they have a similar weight?

Distribution is no longer optional. Everyone wants a growth hack or a viral loop, but most of the growth at Lemon Squeezy came from doing a lot of small things for years. Some practical things that worked for us: 1. Shipping constantly We created “Lemon Drops” and every Friday, we shipped something. Sometimes big, sometimes tiny. But every single week we had: >tweets >a blog post >a product release >a changelog update >screenshots/videos >customer conversations This mattered way more than trying to engineer one giant launch every 6 months. 2. Turning product work into distribution Every feature became content. Every integration became content. Every customer problem became content. We stopped thinking: “How do we market this?” And started thinking: “How do we package the work we’re already doing into something discoverable?” 3. Building evergreen content loops We built “Wedges” and gave it away for free (open source). It wasn’t directly monetized, but it gave us something useful to share constantly. And designers and developers loved it. People tweeted it. It ranked on Google, and it introduced people to the brand. Over time, it became a flywheel. A lot of good distribution is just creating assets that keep working long after you publish them. 4. Obsessing over onboarding I think founders massively underestimate this. Reducing friction is distribution. Every extra step in onboarding kills word of mouth. We spent a huge amount of time improving signup flow, activation, dashboards, copywriting, error states, emails, and all the boring stuff. Growth gets easier when people actually make it through the front door. 5. Making docs part of the product Our docs drove an insane amount of traffic. Not because we “did SEO” but because we answered real questions developers were searching for. Most company docs sound vanilla. We tried to make ours actually helpful. Distribution increasingly comes from being useful at scale. 6. Integrations everywhere Every integration unlocked another ecosystem. Another search surface. Another community. Integrations are underrated forms of distribution because they borrow trust from existing platforms. 7. Founder-led content I think I had <1,000 followers when I started Lemon Squeezy, but people trust people more than logos. Especially now. I posted constantly. >lessons >launches >podcasts >screenshots >customer stories >product thoughts Founders underestimate how much simply showing up every day matters. 8. Customer support as marketing Early on, support was one of our biggest growth channels. Answering fast and being human matter. People remember how you make them feel when something breaks. If you follow me, you know I still live by this, and I've carried this mentality into my role(s) at Stripe. Support builds trust faster than ads ever will. 9. Screenshots matter more than people think It sounds silly, but it’s true. Products that look good spread easier. People tweet screenshots, and good design is distribution. 10. Launching over and over again We never really stopped launching. >every feature = launch >every milestone = launch >every integration = launch >every partnership = launch Not in an annoying way. We just consistently stayed in motion. The internet rewards momentum. 11. Building in public before it was cool We talked openly about numbers, growth, problems, product decisions, and lessons learned. Transparency created trust, and that trust created distribution. 12. Creating systems instead of random bursts of marketing This is probably the biggest thing. Most startups market in bursts. They build towards one big launch and then disappear for 3 months. We built systems: >weekly emails >weekly content >weekly launches >weekly improvements >weekly customer conversations Consistency compounds harder than intensity. Product still matters deeply, but a good product alone is rarely enough anymore. Looking back, almost none of this was one giant breakthrough moment. It was thousands of small reps stacked on top of each other for years. That’s what compounds.

distribution > everything now that you can build anything, let’s see who has the chops to create distribution

still want to know what he paid for Startup.com 😂 what a domain name

have you claimed your @stripe profile yet?

highlight of the week @stripe Sessions was recording a bunch of “cheeky chats” 🍻 really enjoyed hanging IRL w/ @marclou

I finally get to share what we’ve been working on. Stripe Treasury is a product I’m building for past me, and for founders / startups today. You’re already processing payments on Stripe and your money shouldn’t just sit there. You should be able to use it instantly.

had a blast filming some “cheeky chats” today, here’s a little behind the scenes 🍻 @marclou @marckohlbrugge @JohnONolan @jackfriks @yasser_elsaid_ @sobedominik @ky__zo @phuctm97

Forcing myself to pause and take this in: Managed Payments is now generally available. This is years in the making. From running @lemonsqueezy to this moment @stripe. I’ve seen what it takes to run a Merchant of Record (MoR). It’s messy, with a lot of moving parts most people never see. Payments, tax, fraud, compliance. We built Managed Payments so founders don’t have to think about any of it. I'm proud to see companies like @Lovable, @ahrefs, @RevenueCat, @tailwindcss, @Superwall and many more using this product.

Amazing to have @daytonaio using Stripe Treasury! - Manage payments - Manage money - All in one place We're all big fans of Daytona and what the team is building too.

Fired up for @stripe sessions this week! I can’t wait to see the reactions to all the new product releases. Founders, if you’re in SF let’s meet up IRL

I’ll always be a fan of anything that simplifies the “messy middle” of building. Picture yourself building an app but behind the scenes, this provisions your database, sets up auth, connects billing, etc. and deploys. Feels obvious in hindsight.