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class="post-meta--categories"> <a href="https://scribemedia.com/blog/author-success-study/" rel="category tag">Author Success Stories</a></div><div class="post-meta--time-read" id="single-read-time"></div></div><div class="post-meta--title"><h1>Cliff Lerner Turned His Business Failures into the Entrepreneurship Playbook</h1></div><div class="post-author header-author"><div class="container"><div class="post-author--image"> <img width="150" height="150" src="https://scribemedia.com/wp-content/uploads/2020/10/tucker-sm-hs-150x150.png" class="attachment-thumbnail size-thumbnail" alt="Headshot image of Tucker Max smiling and wearing a gray t-shirt" decoding="async" /></div><div class="post-author--info"><div class="post-author--name"> Tucker Max</div><div class="post-author--bio"> Tucker has sold over 5 million books as a 4x NYT Bestselling Author and is the co-founder of Scribe.</div></div></div></div></div></div><div class="single-post-header--standard__image"><img fetchpriority="high" width="700" height="406" src="https://scribemedia.com/wp-content/uploads/2018/07/cliff-lerner-2-700x406.jpg" class="attachment-featured-image size-featured-image wp-post-image" alt="cliff-lerner-2" decoding="async" srcset="https://scribemedia.com/wp-content/uploads/2018/07/cliff-lerner-2-350x203@2x.jpg 700w, https://scribemedia.com/wp-content/uploads/2018/07/cliff-lerner-2-350x203.jpg 350w, https://scribemedia.com/wp-content/uploads/2018/07/cliff-lerner-2-500x290.jpg 500w" sizes="(max-width: 700px) 100vw, 700px" /></div></div></div></section><article class="single-post-entry"><div class="single-post-content-wrap"><section class="default-post-content"><div class="container"><p><span style="font-weight: 400;">It was 2005, and Cliff Lerner had a revolutionary idea: </span></p><p><i><span style="font-weight: 400;">What if online dating actually worked?</span></i></p><p><span style="font-weight: 400;">At the time, modern online dating was in its early stages, and was a pretty awful user experience. If you were lucky, you’d exchange a few emails with someone, set up a date, then discover at the last minute that your date had flaked.</span></p><p><span style="font-weight: 400;">For busy professionals like Cliff, the process was a waste of precious time.</span></p><p><span style="font-weight: 400;">In response, Cliff founded SNAP Interactive, which created one of the first apps on Facebook, AreYouInterested. It had all the hallmark features we see on dating apps today—swiping, connecting via mutual friends, and showing mutual interests.</span></p><div class="copy-wrap gray"><p><em><span style="font-weight: 400;">“I knew immediately that we’d created something special. After 40 days, we had a million users. One year later, we had 10 million users. We eventually reached 100 million users and we were the fastest growing dating app in the world.”</span></em></p></div><p><span style="font-weight: 400;">Suddenly, Cliff’s small start-up went from eight employees trading at a nickel a share, to 50 employees and being valued at nearly $200 million.</span></p><h2><span style="font-weight: 400;">Cliff struggled to manage SNAP’s explosive growth.</span></h2><p><span style="font-weight: 400;">In the process of growing so fast, Cliff made a lot of mistakes. For example, he hired senior leaders who were incredibly talented, but didn’t fit SNAP’s underdog culture. He stopped pursuing innovative opportunities and became risk-averse, which led to fewer new app features. And he hampered the product development so that the features SNAP </span><i><span style="font-weight: 400;">did</span></i><span style="font-weight: 400;"> roll out were mostly unsuccessful.</span></p><p><a href="https://www.amazon.com/Explosive-Growth-Learned-Growing-Million/dp/1619617692"><img decoding="async" class="alignleft size-full wp-image-6729" src="https://scribemedia.com/wp-content/uploads/2018/07/explosive-growth.jpg" alt="explosive-growth" width="186" height="286" /></a></p><p><span style="font-weight: 400;">Perhaps worst of all, Cliff became so obsessed with growing revenues that he lost sight of why SNAP existed in the first place: to create a remarkable product that brought people together.</span></p><p><span style="font-weight: 400;">Then it got worse—Tinder came out.</span></p><p><span style="font-weight: 400;">“Tinder cracked the code. They created a dating app that felt more like a game than a dating app. Their buzz exploded, and ours plummeted.”</span></p><p><span style="font-weight: 400;">SNAP eventually developed its own swipe-based app—the Grade—but it was too late. With the company running out of cash and limited resources to focus on its new product, Cliff was left with few options. He had to merge with another company.</span></p><p><span style="font-weight: 400;">Cliff stepped down as CEO after the merger. In the end, SNAP’s stock had dropped a full 97% off its $4.50 high. The drop in price resulted in Cliff losing over $100 million.</span></p><h2><span style="font-weight: 400;">Cliff wanted to help others avoid his mistakes in the only way he knew how: with a book.</span></h2><p><span style="font-weight: 400;">From the moment he left SNAP, Cliff wanted to ensure his business-owner friends—and future entrepreneurs everywhere—would never make the same mistakes he did. </span></p><p><span style="font-weight: 400;">He decided to write a book full of valuable teaching lessons for business owners.</span></p><div class="copy-wrap gray"><p><em><span style="font-weight: 400;">“I learned some painful management lessons in my decade-plus running SNAP. I had everything from advice on how to grow virally, to how to do content marketing and how to be innovative—all things I learned as a result of screwing up.”</span></em></p></div><p><span style="font-weight: 400;">Cliff was happy to share the teaching lessons, but he was afraid to tell the real stories behind his most important lessons: his failures. </span></p><p><span style="font-weight: 400;">As an entrepreneur between projects, Cliff still harbored a legitimate concern: by sharing his failures, he might tarnish his brand and preemptively sabotage his next project. </span></p><p><span style="font-weight: 400;">So he started writing a how-to book about business </span><i><span style="font-weight: 400;">without</span></i><span style="font-weight: 400;"> the stories of how he mismanaged SNAP’s explosive growth.</span></p><p><span style="font-weight: 400;">Cliff enjoyed the writing process at first. He wrote down his teaching lessons as a series of tips for new entrepreneurs, which was a simple, straightforward process.</span></p><p><span style="font-weight: 400;">However, something about it didn’t feel authentic. Cliff could tell that the writing was dry and uninspiring. He wanted it to be a unique book based on his experiences. Instead, it felt like every other business book: dry, lifeless, and boring.</span></p> <img loading="lazy" decoding="async" class="aligncenter size-full wp-image-6743" src="https://scribemedia.com/wp-content/uploads/2018/07/Cliff-lerner-launch-1.jpg" alt="Cliff-lerner-launch-1" width="800" height="450" srcset="https://scribemedia.com/wp-content/uploads/2018/07/Cliff-lerner-launch-1.jpg 800w, https://scribemedia.com/wp-content/uploads/2018/07/Cliff-lerner-launch-1-300x169.jpg 300w, https://scribemedia.com/wp-content/uploads/2018/07/Cliff-lerner-launch-1-768x432.jpg 768w, https://scribemedia.com/wp-content/uploads/2018/07/Cliff-lerner-launch-1-300x169@2x.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /><h2><span style="font-weight: 400;">Cliff found a mentor who set him on the right path.</span></h2><p><span style="font-weight: 400;">Although he couldn’t see it at the time, Cliff was missing the most important part of a great story—he needed outside help.</span></p><div class="copy-wrap gray"><p><em><span style="font-weight: 400;">“Writing a book on your own is really hard. One of the lessons I learned in SNAP was that if you’re going to do something, do it right. I’m just not a professional writer, so I knew I couldn’t do this right on my own.”</span></em></p></div><p><span style="font-weight: 400;">While at an entrepreneurial mastermind, Cliff met </span><a href="https://scribemedia.com/" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Scribe</span></a><span style="font-weight: 400;"> co-founder Tucker Max. After Cliff told his story of the rise and fall of SNAP Interactive, Tucker convinced him that he shouldn’t be writing a how-to book. He said Cliff had an </span><i><span style="font-weight: 400;">obligation</span></i><span style="font-weight: 400;"> to tell the whole story. Most importantly, he had to share his most painful failures. It was the only way to teach other entrepreneurs to avoid Cliff’s same mistakes.</span></p><p><span style="font-weight: 400;">“He reminded me that most business books are written by the best in the world saying how they succeeded. Not enough people write books detailing their failures and what they learned from them. I had a wealth of amazing stories that the world needed to hear, but I wasn’t putting them in my book.”</span></p><p><span style="font-weight: 400;">Despite the potential for embarrassment, Cliff committed to rewriting his book with a focus on his painful stories.</span></p><h2><span style="font-weight: 400;">Cliff turned to Scribe to transform his teaching lessons into a fully formed book.</span></h2><p><span style="font-weight: 400;">Scribe helped Cliff take his ideas out of his head and onto the page through a series of phone interviews.</span></p><p><span style="font-weight: 400;">Before each interview, Cliff dedicated significant time reviewing </span><i><span style="font-weight: 400;">every single email </span></i><span style="font-weight: 400;">he’d sent over the course of his decade running SNAP Interactive. He scoured his inbox to make sure only the best stories, teaching lessons, and details were in the book.</span></p><p><span style="font-weight: 400;">Then he had to go through another painful experience: reliving his failures on the phone.</span></p><p><span style="font-weight: 400;">“It was difficult detailing SNAP’s downfall, but Scribe made it easier than it would have been on my own. Overall, my expectations were exceeded at every point. When I got the first chapter back, I showed it to a friend. He said, ‘Wow, I want to read the rest of your stories, and I already know all of them.’”</span></p><p><span style="font-weight: 400;">Cliff finally finished his book, and he apprehensively put it out into the world.</span></p><h2><span style="font-weight: 400;">Cliff’s newly-minted bestseller helped entrepreneurs everywhere.</span></h2><p><span style="font-weight: 400;">Cliff’s book, </span><em><a href="https://www.amazon.com/Explosive-Growth-Entrepreneur-Innovation-Leadership-ebook/dp/B0777FDL2H" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Explosive Growth</span></a></em><span style="font-weight: 400;">, launched to fantastic reviews, many of which applauded his vulnerability. Cliff’s readers said his book was unlike any business book they’d ever read; it was honest and authentic and raw, but also an instructive </span><i><span style="font-weight: 400;">and </span></i><span style="font-weight: 400;">entertaining story.</span></p><p><span style="font-weight: 400;">The book has also helped him build out his network, due in large part to his appearances on major media outlets such as </span><a href="https://finance.yahoo.com/video/lerner-lost-78m-running-startup-215336621.html" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Yahoo! Finance</span></a><span style="font-weight: 400;">.</span></p><p><a href="https://finance.yahoo.com/video/lerner-lost-78m-running-startup-215336621.html" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="aligncenter wp-image-6742 size-full" src="https://scribemedia.com/wp-content/uploads/2018/07/Cliff-yahoo-1.jpg" alt="Cliff-yahoo-1" width="800" height="450" srcset="https://scribemedia.com/wp-content/uploads/2018/07/Cliff-yahoo-1.jpg 800w, https://scribemedia.com/wp-content/uploads/2018/07/Cliff-yahoo-1-300x169.jpg 300w, https://scribemedia.com/wp-content/uploads/2018/07/Cliff-yahoo-1-768x432.jpg 768w, https://scribemedia.com/wp-content/uploads/2018/07/Cliff-yahoo-1-300x169@2x.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></a></p><p><span style="font-weight: 400;">Both nonprofits and private companies—some led by billion-dollar brand-name entrepreneurs—have approached Cliff to join their boards, including </span><span style="font-weight: 400;">Sweet Defeat</span><span style="font-weight: 400;">, AllTheRooms,</span><span style="font-weight: 400;"> and </span><a href="https://givz.com/" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Givz</span></a><span style="font-weight: 400;">. </span></p><p><span style="font-weight: 400;">Cliff is receiving 10 LinkedIn messages a week asking him to be an advisor to companies or on their board of directors.</span></p><div class="copy-wrap gray"><p><em><span style="font-weight: 400;">“Because of my book, I’ve been invited to multiple invite-only conferences and mastermind groups with other world-class entrepreneurs. They’re so secretive that I can’t even mention the names.”</span></em></p></div><p><span style="font-weight: 400;">It’s just an added bonus that Cliff has become a highly-sought-after thought leader in entrepreneurship. He’s more pleased that he has delighted and informed his readers.</span></p><p><span style="font-weight: 400;">Entrepreneurs across the world have read Cliff’s book and implemented its teaching lessons in their own companies. Most surprisingly, Cliff realized that </span><em><a href="http://explosive-growth.com/" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Explosive Growth </span></a></em><span style="font-weight: 400;">will serve as his own playbook for his next venture, whatever it may be.</span></p><p><span style="font-weight: 400;">“So much of the book-writing process has been counterintuitive. People love my stories of failure because they can learn from them, but those were the stories I was most afraid to tell. I just wanted to teach people how to be better entrepreneurs. I never expected one of those people to be me.”</span></p></div></section></div><div class="single-post-entry--footer"><div class="container"><div class="flex jcsb author-wrap"><div class="single-post-entry--footer__author"><div class="post-author footer-author"><div class="post-author--image"> <img width="150" height="150" src="https://scribemedia.com/wp-content/uploads/2020/10/tucker-sm-hs-150x150.png" class="attachment-thumbnail size-thumbnail" alt="Headshot image of Tucker Max smiling and wearing a gray t-shirt" decoding="async" /></div><div class="post-author--info"><div class="post-author--name"><h4>Tucker Max</h4></div><div class="post-author--bio"> Tucker has sold over 5 million books as a 4x NYT Bestselling Author and is the co-founder of Scribe.</div></div></div></div><div class="single-post-entry--footer__related"><h4>Read This Next</h4> <div class="related-post-entry" data-file="https://scribemedia.com/jeremy-burrows-thought-he-knew-all-the-things-a-book-could-do/" 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