Scaling Duolingo, embracing failure, and insight into Latin America’s tech scene | Gina Gotthilf (Latitud, Duolingo)

**Gina Gotthilf** (0:00)
Communication is constantly underrated, and communication isn't about being able to convey a message, it's about being able to convey a message in a way that the listener receives it and understands it and remembers it. And that's really hard to do.
One of the things I've helped employ at Duolingo that I think is still there today, it's definitely not just me, it was an amazing team, is a unique voice. And what that means is, not just another language learning app where we give you instructions and you follow directions, there is always a quirk, it's unexpected. The way we talk to you is a little bit funny, it doesn't take ourselves too seriously and it makes the person receiving this message feel something. And it's about how you make people feel and you feel like either you giggle or you're like, wait, what? They just did what? And using that to your benefit.

**Lenny Rachitsky** (0:48)
Today, my guest is Gina Gotthilf, Gina's most known for leading growth and marketing at Duolingo, helping take them from 3 million to over 200 million users, primarily through organic and non-paid growth channels, which we explore in depth. She also worked on the Mike Bloomberg presidential campaign where she oversaw a historic digital ad budget and she shares learnings from that experience. She also led growth and community for Tumblr in Latin America. Currently, she is the co-founder and COO of Latitud, which is a company dedicated to helping build the next generation of iconic tech startups in Latin America. In our wide ranging conversation, Gina shares a ton of new insights and tactics on how Duolingo grew early on, how they grow today, and most interestingly, what they did to become one of the very rare successful consumer subscription businesses. We also talk about how every life and career has an A side and a B side. Also why PR and brand are way underappreciated by most startups. She shares a bunch of stories of failed experiments and also some of her biggest wins.
Also why Latin America is so interesting right now as a hub for startups and for innovation. Also there's a bit of philosophy sprinkled in and a bunch of real talk. This was such a fun conversation. Gina is delightful. I am excited for you to learn from her. With that, I bring you Gina Gotthilf after a short word from our sponsors.
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Gina, thank you so much for being here. Welcome to the podcast.