When growth stalls despite enormous effort, you need a new strategy.
Written for anyone who owns growth—founders, CEOs, marketing leaders, and product managers—Hidden Multipliers is a new book from Jason Cohen, founder of two unicorns (WP Engine and Smart Bear) and author of the A Smart Bear blog.
You are beyond “growth hacks” and “just iterate!”
Improve your strategy by leveraging drivers of sustainable growth.
Blogs and podcasts are mostly generic platitudes or tactics you can't replicate. Business books contain decent ideas that should have been 30 pages, or dumbed down into worksheets and templates. You’re not in the 5th grade.
This book isn’t like that. Hidden Multipliers are ten specific patterns that I’ve personally used and seen, not once but repeatedly, across both bootstrapped and VC-funded companies, B2B and B2C. Sharpened over twenty-five years of building startups myself (including two unicorns) and investing in sixty companies, presented with real-world examples and data, and written for adults.
My promise to you is that in these pages you will find a few multipliers that will create breakthroughs of your own.
Real-world results detailed in the book
What founders are saying
The Carol chapter alone completely changed how I approach my business. I loved every second.
Founder, Loro & StayMatch.ai
It’s packed with non-obvious insights. Most business books take one or two ideas and paraphrase them for 300 pages. Yours doesn’t. I loved your book.
Founder, Nummo
One of the most eye-opening books I’ve read. There were many unique ideas I’d never heard of before. I love that it’s not just theory, it really shows you how to do it.
Founder, SARAL
What’s inside
Ten levers that reliably accelerate revenue and profit
INTRODUCTION
Introducing Hidden Multipliers: reliable mechanisms where even small changes dramatically increase revenue and profit, using your existing budget and team.
Read this chapter now →
1The Profit Whale’s Tail
Double profits by reshaping just 1% of your customer relationships.
The Profit Whale’s Tail
WP Engine increased profit by $1M by addressing poor-fit customers. Learn how to identify and handle the few customers who are dramatically holding you back.
2Selling to Carol
Win your target market by precisely defining your ideal customer.
Selling to Carol
Learn how to derive the attributes of your ideal customer profile, and see why focusing narrowly on those attributes paradoxically wins a market a hundred times larger than you expected.
3A Rose by Any Other Name
Charge ten times more by changing how you talk about your product.
A Rose by Any Other Name
Most products don’t “sell themselves”—your words do. Use the Needs Stack framework to reveal what customers actually want, and two copywriting techniques that make buyers realize “this is for me.”
4And After All That, They Left
Outrun the churn that is quietly capping your growth.
And After All That, They Left
Customer churn sets a hard limit on your growth. See how to compute this number in real time, and then how to counter this effect to grow beyond your natural limits.
5Price Is Just a Number
Double profits from small pricing changes.
Price Is Just a Number
See why price increases can actually increase signups as you shift into new markets with healthier customers, unlocking growth you can't reach by staying cheap.
6Price Is Not Just a Number
Win customers who stay, grow, and advocate for you.
Price Is Not Just a Number
Learn why the same price can feel cheap, fair, or expensive. If you want easy sales from happy customers, you must build a coherent pricing strategy that goes beyond the number on the pricing page.
7Your False-Positives Factory
Design winning ideas using principled experiments, not guesswork.
Your False-Positives Factory
Several companies slowly realized their A/B testing software was lying to them; it’s happening to you too. See how to avoid that, and how a disciplined experimental mindset results in reliable learning.
8Beyond the Funnel
Double funnel output by optimizing its input.
Beyond the Funnel
The quality entering the top of a funnel is more important than every other step combined. Here’s how to improve the initial quality of sales prospects, employment applications, and product ideas.
9It’s your turn now
Find your own specific multipliers that create breakthrough growth.
It’s your turn now
Learn how to extract insights from customers, then combine them with multipliers to identify exactly what to do. Demonstrated by the full story of how multipliers grew WP Engine from $1M to $5M ARR in one year.
10To Thine Own Self Be True
Win at life by playing games you are built to win, flaws and all.
To Thine Own Self Be True
See how to turn your quirks into competitive advantages. Blunt only the few weaknesses that actually matter. How to keep going, even if you’re not good enough.
About Jason
Multipliers enable strategies that competitors think are “crazy.” So you win, unopposed.
from Hidden Multipliers
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All editions include lifetime updates. Ships Summer 2026.
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Frequently Asked Questions
When does the book ship?
What formats are available?
Who should read Hidden Multipliers?
How is this different from other business books?
Is this book just a collection of your published articles?
For example, Chapter 2 is “Selling to Carol,” and the first 1/5th is a shorter version of that article of mine, which demonstrates how selling to a narrow "ideal" customer actually wins a lot of the market.
However the majority of that chapter answers the question: How exactly do I find my ideal customer, for my particular business? It’s a step-by-step framework to get the answer, and I haven't written about it before. As you can see from the testimonials, some people believe this framework is the best part of the book.