In Q425, Duolingo's CEO told the Street the company would accept slower revenue growth and lower profitability in order to prioritize growing the number of people who use the product every day. This is a strategic decision that runs counter to what most enterprises do under pressure from analysts and investors. 

In this conversation, Duolingo's CMO, Manu Orssaud, walks Seth through why the company made that bet and what it reveals about where value actually comes from. They also talk about why brand consistency and brand sameness are two very different things that most companies confuse; why 40% of Duolingo's growth in China can't be explained by any attribution model and the company's strong conviction that what they're seeing is brand momentum; and why, after building one of the most irreverent brands in tech, Manu's now wrestling with how Duolingo evolves without letting shock value become the brand.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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