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13 July 2022

#607: Luis von Ahn, Co-Founder and CEO of Duolingo — How to Be (Truly) Mission-Driven, Monetization Experiments, 10x Growth, Org Chart Iterations for Impacting Metrics, The Intricate Path to an IPO, Best Hiring Practices, Catching Exam Cheaters, The Allure of Toto Toilets, The Future of Duolingo, and How to Stand Out in Your Career

5Frameworks
14Insights

Frameworks in this episode

Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 1

Myth Buster25:30

Why Better Translation Will Not Eliminate Language Learning

Luis argues that machine translation serves short, practical encounters but does not replace learning a language for work, migration, or ordinary conversation. Differences in word order create unavoidable pauses, while hobby learners will continue studying languages for the same reasons people learn skills machines already perform well.

  • Translation tools are useful for brief trips without learning goals
  • Different word orders create conversational delay
  • Many people need English for work or relocation
  • Others learn languages as an intrinsically rewarding hobby

there's always going to be a delay even even if it's like super computing power etc because word order changes

Luis von Ahn · 26:00

people are still going to learn as a hobby because you know it's the same reason why we learn you know all kinds of things…

Luis von Ahn · 27:00
#translation#language learning#ai

Hot Take· 1

Hot Take1:54:00

Luis's Case for US Pressure on Corruption in Guatemala

Luis argues that severe corruption in Guatemala contributes to migration and international crime, making it relevant to US policy as well as to Guatemalans. He proposes enforcing anti-corruption provisions in trade agreements and expanding individual sanctions, including against corrupt businesspeople.

  • Luis links corruption to Guatemalans leaving the country
  • He believes US foreign policy can create pressure for reform
  • Trade benefits could be conditioned on anti-corruption enforcement
  • Entry bans can affect officials and businesspeople who value US access
  • Luis has invested millions in anti-corruption efforts and a Guatemalan newspaper

the sole reason why they're leaving so much is because the country is extremely corrupt

Luis von Ahn · 1:55:00

there are classes there like anti-corruption clauses they are being overlooked

Luis von Ahn · 1:56:30
#guatemala#corruption#foreign policy

Explainer· 5

Explainer24:00

How reCAPTCHA Redirected Human Effort as AI Improved

Distorted-character CAPTCHAs became less useful as computers learned to read them as well as humans. Newer reCAPTCHA image tasks instead ask people to label uncertain objects, helping systems such as mapping software or self-driving technology improve.

  • AI eroded distorted text as a reliable human-versus-computer test
  • Image questions target cases where computers are uncertain
  • Human answers can improve mapping and self-driving systems

computers are almost as good if not better than humans at reading these distorted characters

Luis von Ahn · 24:30

what recapture is doing is it's taking some of the things where the computer is not super sure about and is getting people to kind…

Luis von Ahn · 25:00
#recaptcha#crowdsourcing#ai
Explainer32:00

Duolingo's Two Very Different Learner Groups

Luis divides Duolingo users into people learning English to improve their economic or educational opportunities and existing English speakers learning another language, often as a hobby. The first group is highly committed; many in the second use Duolingo as a more constructive substitute for entertainment apps.

  • Roughly 50 to 60 percent of users were learning English
  • English can directly expand job and education opportunities
  • Many English speakers treat another language as a rewarding hobby
  • In the US, 80 percent of users were not learning a language before Duolingo

anywhere you live if you speak english just by speaking english you can make more money

Luis von Ahn · 32:30

in the u.s 80 of our users were not learning a language before duolingo

Luis von Ahn · 34:00
#users#english#language learning
Explainer1:33:00

Duolingo's Expansion Beyond Language Learning

Duolingo expanded its education mission with Duolingo ABC for children's literacy and a math app built around elementary arithmetic and fractions. Luis expected the math product to serve both children at the point where confidence begins to diverge and adults seeking game-like brain training.

  • Duolingo ABC teaches children to read in their native language
  • Some of its leading users were as young as two
  • The math app begins with arithmetic and fractions rather than counting
  • Elementary math is challenging but still approachable for adults
  • Game mechanics make high-volume repetition more enjoyable

we're starting to expand to other things we've launched already a literacy app

Luis von Ahn · 1:33:30

the way you get much better at this math is by repeating it 10 000 times

Luis von Ahn · 1:38:30
#education#literacy#math
Explainer1:39:00

The Online English Test Reaching People Testing Centers Could Not

The Duolingo English Test provides a standardized proficiency score through a 30- to 45-minute online exam. Luis says its remote format opened access for people far from testing centers, and 4,200 academic programs accepted it at the time of the interview.

  • Standardized English tests are required for education, visas, and promotion
  • Traditional exams required travel to a physical testing center
  • The online test scores proficiency from zero to 160
  • Duolingo wants its score to become a common cross-language standard
  • Estimated in-app scores could bring the standard to hundreds of millions

our test is is now accepted for example by 4 200 academic programs in the world

Luis von Ahn · 1:40:30

we're getting all these people to take this test that simply could not take a standardized english proficiency exam before

Luis von Ahn · 1:40:30
#english test#access#assessment
Explainer1:43:00

How Duolingo Catches Remote Exam Cheaters

Duolingo combines a front-facing camera, human review, eye-tracking analysis, ambient audio, a locked-down computer, and external-device checks to protect its English test. It also pays people to attack the system, then patches methods that evade detection.

  • A human watches each test session
  • AI checks whether eye movement matches expected test behavior
  • The app records ambient noise and restricts the computer
  • The system checks for connected external devices
  • Paid cheating attempts provide continuous red-team evidence
  • Remote proctoring removes the bribable local attendant from the process

we pay people to try to cheat and we see whether they're successful or not

Luis von Ahn · 1:45:30

every now and then they're able to find something that kind of passes through and then we patch it

Luis von Ahn · 1:45:30
#cheating#security#red teaming#testing

Story· 5

Story01:30

The Duolingo Owl Is Green Because a Co-Founder Hated Green

Duolingo chose an owl because owls represent knowledge in many Western countries, although Luis notes that association does not hold everywhere. The mascot became green as a joke after co-founder Severin Hacker said the only design choice he cared about was avoiding that color.

  • The team wanted a mascot to aid learning and make the brand iconic
  • Owls do not carry the same knowledge symbolism in every market
  • The green color began as an internal joke aimed at Severin Hacker

it's an owl because in in most western countries owls represent knowledge

Luis von Ahn · 01:30

there's only one thing i care about and it is that i hate the color green

Luis von Ahn · 02:30
#branding#duolingo#mascot
Story49:00

Moving His Mother In Freed Luis's Mental Energy

Luis worried about his 85-year-old mother living and driving in Guatemala. After she moved into his home, he stopped spending a persistent share of his attention wondering whether she was safe and described the arrangement as one of his most valuable investments.

  • Concern for an aging parent consumed recurring mental energy
  • His mother moved from Guatemala into his home
  • The arrangement worked because they got along and had sufficient space
  • Luis estimated that it freed about four percent of his mental energy

a significant fraction of my mental energy was just worrying that she was okay

Luis von Ahn · 49:30

now i'm not worried about her she's she's there she's kind of she's she's thriving

Luis von Ahn · 50:00
#family#mental energy#caregiving
Story51:00

The Trainer Who Ended Luis's Aches and Pains

After years of focusing on cardio, Luis began strength training when a colleague decided he needed help and sent former Pittsburgh Steelers strength trainer Gary to his home. Training three times a week did not give him enormous muscles, but Luis says it made him healthier, stronger, and free of his former aches and pains.

  • A colleague arranged the first training session without a long discussion
  • Luis has trained with Gary since around 2017
  • He strength trains three times per week
  • The practice improved health and removed recurring aches and pains

i used to have all kinds of aches and pains no longer

Luis von Ahn · 53:00

it has really changed my life

Luis von Ahn · 53:30
#strength training#health#habits
Story1:02:00

The Billboard That Recruited Tech Workers to Pittsburgh

Duolingo ran a San Francisco billboard that contrasted a technology salary with Pittsburgh's lower housing costs. Luis says the concise message generated a good number of employees and that Duolingo could pay salaries comparable to Silicon Valley while offering a different cost of living.

  • The campaign targeted technology workers in San Francisco
  • It paired tech employment with the possibility of home ownership
  • The short billboard told a complete relocation story
  • Luis says the campaign successfully produced hires

working tech own a house move to pittsburgh

Luis von Ahn · 1:02:30

it got us a good number of employees it really actually worked

Luis von Ahn · 1:02:30
#recruiting#pittsburgh#advertising
Story1:03:30

How the Internet Turned Duo Into a Threatening Owl

Duolingo's final reminder tells inactive users that notifications will stop, a message many people read as passive-aggressive. The internet expanded that tone into an unofficial persona in which the owl threatens users who neglect their lessons, producing phrases such as “Spanish or vanish.”

  • Duolingo stops reminders after five days without practice
  • Its final message announces that the reminders will stop
  • The message brings many users back because they feel they are giving up
  • Users, not Duolingo, developed the owl's threatening meme persona

this notification gets people to come back a lot because they feel bad

Luis von Ahn · 1:04:00

spanish or vanish or french or the trench

Luis von Ahn · 1:04:30
#memes#notifications#brand voice

Takeaway· 2

Takeaway54:00

Spend More Carefully on Things You Use Every Day

Luis praises an electric toothbrush and a Toto Neorest toilet because their benefits recur every day. He extends the idea to mattresses: daily-use objects deserve more attention than purchases that are expensive but rarely affect ordinary life.

  • Luis recommends the Oral-B iO electric toothbrush
  • His Toto Neorest NX1 combines a bidet with additional comfort features
  • A Toto washlet seat offers a less expensive middle ground
  • Mattresses and similar daily-use objects can materially affect life

if you're not brushing with an electric toothbrush you're doing it wrong

Luis von Ahn · 55:00

i would not skimp too much on things that you do every day

Luis von Ahn · 59:00
#purchases#toothbrush#toto
Takeaway1:48:00

The Career Advantage of Simply Becoming Useful

Luis advises early-career workers to look for what the organization actually needs and help solve it, even when the task sits outside a narrow interpretation of their role. He contrasts an employee who complained that Duolingo lacked a blog with another who built one and connected it to the website.

  • Ask what work is actually needed
  • Use intelligence to figure out unfamiliar but reasonable tasks
  • Helping beyond a narrow job boundary can create trust and opportunity
  • Taking initiative distinguishes people from those who only identify problems

the most important thing is find a way to become useful

Luis von Ahn · 1:48:30

i noticed we don't have a blog so i started one and here it's linked to the website

Luis von Ahn · 1:51:30
#career#initiative#usefulness