In a detailed conversation, Brad and Ethan discuss the success of Clearbit's social proof growth experiment, which involved personalizing demo request forms with relevant company logos and quotes to boost user engagement. The experiment, which aimed to increase the relevance of displayed content to potential customers, resulted in a significant 34% increase in demo requests initially, with further personalization leading to an 84% improvement. The project underscores the importance of empathy and understanding user context in web design, highlighting how strategic personalization can enhance user experience and drive business results. Ethan emphasizes the collaborative nature of the project, crediting the success to a team effort involving engineers, designers, and copywriters, and notes the potential for applying these strategies in other marketing areas. The conversation also reflects on the importance of taking calculated risks and the role of strong leadership in fostering an innovative and supportive work environment.