Trill teaches languages in ninety-second lessons, and launched in a category where everyone shouts.

We did the opposite and did one thing daily: a single phrase, filmed on a real street, with a real person failing to say it first. Same framing, same length, same time every day, for six weeks. By week three the comments were people correcting each other.

A hundred and eighty thousand installs came out of the launch window, and the format is still running, which is the part we are proudest of.