The Superhuman – Exclusive interview with Founder of Superhuman App, Mimi Bouchard

THE SUPERHUMAN

Founder of Superhuman App, Mimi Bouchard discusses her pioneering approach to meditation

WORDS: AMY SESSIONS

What do the first 30 minutes of your day look like, your morning routine? I’m a big believer in a strong morning routine. I always say that your mornings create your days, your days create your weeks, your weeks create your months, your months create your years – and you guessed it – your years create your LIFE. Seeing your mornings from a bird’s eye view really helps you understand the compound effect of how powerful your mornings really are. That being said, my mornings always consist of low screen time, writing and some kind of meditation. Some mornings I combine the last two by doing a Superhuman Writing Meditation™, which is amazing for the mornings I’m not feeling like free-writing. I also love a classic motivational morning seated meditation, but lately I’ve been veering towards the Getting Ready Meditations™, especially if it’s a busy AM. One more type I often do in the mornings is our famous Superhuman Walking Meditations™ – I couldn’t forget to mention that! My morning routine has a lot of general consistency but with wiggle room on the details, depending on how I’m feeling each day. I’m not naturally that consistent as a human so doing it this way helps me actually commit and it feels intuitive to my needs. You previously had a very different life – tell us what the key to transformation was for you? The key to my crazy “before and after” transformation is simple: I simply became the kind of person that had what I desired. By becoming that person, creating the new “self-image”, and effortlessly taking the actions that new Mimi would take… I transformed every single aspect of my life. I radically changed my body and health, my relationships, my career and finances, the impact I had on the world and the relationship I had with myself. Everything changes when you change your identity. Nothing changes when you continue being the “old self”. This realization alone was the catalyst to my success. This is what “manifestation” really is: become the kind of person that has what you want, and soon enough you’ll create the life you seek. What were the steps to launching Superhuman and do you remember the day you decided to take the leap of faith to launch an app? My experience as an entrepreneur was not a linear journey to success. I tested many different businesses before getting into the app space, all of which I am so deeply grateful for as they taught me a lot about myself, business, failure and ultimately what it takes to create a massive success. I decided to launch an app after much trial and error and experimenting with what stuck with my audience. The more I tried, the closer I got to

the clarity I seeked. V1 of Superhuman was actually a health and to Getting Ready Meditations and Legs Up Wall Meditations (for wellness subscription platform called Mimi Method. I had offered lymphatic drainage!). This app quite literally has it all. my unique guided meditations right at the bottom of the platform Here at Superhuman, we don’t believe your eyes need to be to add some extra value to my subscribers, not thinking much of it. closed and you need to silence your mind to meditate. We are reFast forward six months, the meditations quickly became the most defining meditation by offering energizing, motivational content popular category in the platform and I decided to relaunch as sole- that is designed to give you the benefits of changing your energy ly a meditation app, called Superhuman. I wanted to go global and without needing to change a behavior. removing myself from the brand would help me get there. When it Most of us have downloaded and even paid for a meditation app comes to developing the app, I definitely didn’t have $300k+ lay- without ever sticking to it (myself included). I found that many of ing around at the beginning to custom develop these traditional meditations weren’t fun to the app from scratch. I had to get resourceful! do. They just added another layer onto my I ended up negotiating a licensing deal with to-do list, which ended up stressing me out an overseas development agency to kickstart more because I would resist doing them. They Superhuman. I knew there had to be a way to weren’t enticing, I hated thinking about nothcreate a custom experience until I could afford ing and I didn’t feel different after. I created my own app. This was a year-and-a-half ago. these Superhuman meditations for people just Now, I’m proud to share that we are launching like me – people that want to visualize their a new version of the Superhuman app in No- abundant, wealthy and blissful futures in a vember 2022, 100% owned by us, created by way that feels good. And effective. Superhuan epic team of California-based developers. man meditations are backed by science. They It’s wild how fast everything has grown. truly transform you by helping you change

There were so many steps to creating this your self-image. Check out our website to see business. I don’t even know where to start! But videos from our scientists + researchers! yes, to answer your question, I do vividly re- What is the most popular meditation, and can member the day I decided to switch everything you see when the majority of people meditate? over to the new Superhuman brand. I was sit- The most popular meditation changes weekting in my parked car on a quiet road (this is to-week. We upload new content every single always where I do my best thinking) and I felt day so our users are always trying something the enormity of this decision, ready to go all in. new. Some weeks it’s a Walking Meditation I knew, deep in my gut, that this was just the (the one titled “Transform Into Your Future beginning of something way bigger than me. Self” is amazing), other weeks it’s one of our When you launched were you surprised by OG Morning Seated Meditations. A popular how quickly it scaled? My honest answer? topic is Wealth + Abundance – our listeners No. I wasn’t surprised. I knew it was going love money manifestation meditations. They to happen. I have a strong intuition and I am really help you uplevel your vibration, opengenuinely the poster child of this work I teach. ing you up to new potentials and opportuI attracted my company’s success in every way nities in your life. I love those, too. Magical possible. Superhuman is only aligned with success. Big, quick, epic success. We haven’t “I try to work things always happen when I do them consistently. Everything is energy. When it comes even done any paid marketing yet. The wild growth has been 100% organic up to this on the business, to time of day, we generally see a spike in the mornings as our listeners like to set the tone point. If this isn’t proof that the work works, I don’t know what is! not in the for their day with Superhuman. A huge chunk of our members actually use the app 2-5 times Owned and earned media have been how we’ve grown so quickly. Word of mouth business. This per day. Our MAU + DAU stats are very much above industry standard because of this. has been HUGE for us. The product is lifechanging, and when people consistently use is how I move What has been the scariest moment to date and what enabled you to move through that the meditations – they see radical change. It’s just what happens. That being said, we are the dial.” fear and continue to scale and grow both professionally and personally? There have been now exploring paid media and can’t wait to so many terrible moments where something’s reach more people with this work! gone wrong and it’s been anxiety-inducting to Your meditation technique is pioneering. Tell us more? Superhuman deal with. That’s just life running a tech startup! This stuff hapis different to every other meditation app out there in more ways pens all of the time. From protecting ourselves legally when being than one. I like to say it is the meditation app for “people that attacked for no reason, to dealing with an old contractor that went don’t like to meditate”. The main differentiators are how you use rogue and deleted hundreds of our mediation files, to suing copythese meditations and how they feel to listen to them. cat businesses, to worrying about user migration when moving

I almost didn’t even call the product “meditations” because from developer-to-developer… The “stresses” are seemingly endthey’re so much more than that. Ultimately, I wanted to meet the less. There isn’t just one that comes to mind. We haven’t had one customer where they are so we are calling them meditations for disastrous problem and we’ve persevered for all of the “medium” now – but they really are a totally new pillar in the sound indus- to “small” ones. I feel thankful that we’ve set ourselves up very well try. I like to call our content “functional audio”. Listen to it wher- from the start, which mitigates a lot of risk for future issues. When ever, whenever and feel the shift instantly. We offer 16+ different it comes to me dealing with all of this fear and stress that comes categories of meditations for every single moment of your day. with running a fast-growth business, I just do it. I move forward From Cooking + Cleaning Meditations to Workout Meditations… no matter what the emotions. There’s no other option for me. I

just need to continue building my thick skin and put my CEO hat great because I tend to overthink things. It’s time consuming interon whenever a problem needs to be solved. This attitude of “keep viewing so many people, and it’s something that is difficult for us moving forward and finding solutions” is what has got me here, right now because we are so darn busy. I’m hopeful we’ll continue and what will continue to help me and my business succeed. Giv- finding amazing talent soon! It’s a priority for us right now. ing up is not an option. How have you found social media in terms of supporting brand How do you balance the creative and commercial sides of the busi- growth? Social media has been huge for our growth. The virality ness and do you feel more drawn to one than the other? This is a of our customers’ organic content has created a major buzz around great question! I’m a visionary. The creative stuff is what I thrive the brand. We definitely wouldn’t be where we are today without doing most. I can do it anytime and I can get into the zone fast, it’s our customer’s love for the product and social media’s ability to what I’m drawn to. Most days I work on the business during the share that love on a major scale. day and then record the meditations in the evening when the rest of How do you approach scaling without compromising on quality? the world is asleep. Most of my focus actually needs to go into the One of the reasons I love the business model of a digital product high-level parts of the business. I feel the product creation is effort- paid via subscription is because you can scale really easily. Unlike a less for me, it really just flows out super easily. I’ve grown to love physical product that needs inventory and manufacturers, the app the more commercial side of it all, but it is a lot to work on both at business is a lot more forgiving. We could gain 10,000 new memthe same time. Thankfully I have a great team member that takes bers overnight and be fine. Of course, our devs are always on call for on more of the “integrator” role, and we are continuing to hire fast any new bugs, but ultimately the product is built well and there’s to give me more “visionary” time. I try low risk for quick growth. The beauty of to work on the business, not in the busi- consistent revenue every month from the ness. This is how I move the dial. What would be your advice to others “Pioneers are subscription model means that we have stability as a business and can project wanting to launch an app? Should they have a website first as it’s such a huge opportunity-seekers future minimum sales well, resulting in investment decisions to continue iminvestment – how can you help guide others to grow organically? My best advice and industry proving quality. It’s only getting better and better from here! would be figure out your USP (unique selling proposition) and offer something disruptors. Pioneers What advice would you give to your younger self? Only take advice from that is different to what else is out there. Uniqueness is massively important in the teach us that we people that have what you want and start taking 100% responsibility for your wellness industry. It’s saturated. It’s the best way you’ll truly stand out. Make it don’t need to stick to life. Those two pieces of advice are lifechangers. something that you’re passionate about, that helps others. The more people you what’s always been When you travel – how do you stay consistent in your morning routine and what help, the more your business will grow. I’m a big believer in testing your done. Improving essentials do you need to take with you? I’m constantly travelling – I’m actually product and the market diligently before investing a large amount of money and adjusting where in an airport right now as I write this! It’s incredibly important for me to stay into it. I’ve learnt this the hard way from my involvement in other business in the needed is essential consistent while on-the-go. I try to uncomplicate things and keep it super past, it’s essential. Even if you think your product is absolutely incredible, for growth.” simple as this helps me stay consistent. I’m not perfect and definitely still go you must test it and see how the public days without my routine sometimes, but reacts before you invest your life sav- keeping it simple reduces the amount ings into making it work. Start with a website. There are loads of of days that happens. All I need to keep my routine going when subscription-template sites you can use for a minimal monthly fee. I travel is headphones, my Superhuman app, a notebook + a pen. See how people react. Take note. Pivot. Repeat. Superhuman is not If you could recommend a game changer (or three) of a book that truly just a creation I blindly came up with. It’s a creation influenced by helped you change your life what would it be? There are so many inthe feedback I got along the journey, too. credible books to choose from! If you’re just starting out on your

If the product is good enough, you’ll get all the organic market- personal development journey, I always suggest The Success Princiing you’ll need through word of mouth. Make it so good that people ples by Jack Canfield. I call this one my bible. It’s so easy to read and can’t stop talking about it! If you’re needing guidance and wanting digest and it’s great for beginners. If you’re looking for something to go all in on a career in wellness, I highly suggest checking out with more depth, read Becoming Supernatural by Dr. Joe Dispenza. www.yessupply.co/mimi – it’s a certification programme that’ll help This is The Pioneer Issue – what does this mean to you and who else you step-by-step get to where you want to go. I’m also recording an to you is pioneering? To me, being a pioneer in an industry means exclusive masterclass on this exact topic, “creating a multi-million creating something through “out-of-the-box” thinking that can dollar wellness business”, for users that sign up through that link. help more people around the globe. Pioneers are opportunityWhat have been the biggest challenges to date and how did you seekers and industry disruptors. Pioneers teach us that we don’t overcome them? One of my biggest challenges has been hiring. I need to stick to what’s always been done. Improving and adjusting have very high standards for the people I take on my team. There’s where needed is essential for growth. I believe being a pioneer is a lot of potential being part of the core Superhuman team right the greatest way to have as much impact as possible. now, and the fact that this business is doing so well is making me There are so many incredible “pioneers” – it’s tough to just really picky. The team is everything. It’s been a challenge hiring think of one. Sarah Blakely pioneered the shapewear industry, Jeff because I’m looking for extraordinary humans that fit the roles Bezos pioneered the e-commerce industry, etc. Each and every one perfectly. I don’t want to have any doubt when hiring, which isn’t of these “pioneers” in business inspire me greatly.

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