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The Quiz That Brought 22,000 Subscribers

The Story

Milly Tamati built a five-minute “generalist scorecard” quiz that asks “Who are you as a generalist?” and assigns one of four archetypes: Connector, Innovator, Systems Thinker, or Translator. To see results, users enter their email (Source 1).

The quiz was built on ScoreApp and hosted on a separate domain, generalistquiz.com. Every quiz taker is automatically added to beehiiv via Zapier with their archetype tag attached (Source 1).

The quiz has been taken 30,000+ times and converted 22,000+ of her 30,000+ total newsletter subscribers (Source 1). She launched the quiz in July 2024. By July 2025, it had brought in 15,000 net new subscribers (Source 2).

TikTok is the primary traffic driver. Short, personal videos about being a generalist and redefining career success, with a simple CTA: “Take the quiz and find your generalist archetype.” Some campaigns captured 7,000+ new subscribers in a single month from organic reach alone (Source 2).

“The quiz brings them in, the newsletter builds the relationship, and the community closes the loop.” (Source 1).

Milly also collected 3,000+ survey responses through beehiiv, which she uses for sponsor pitching, content shaping, and offer improvement (Source 1).

Lesson for Creators

Most lead magnets are PDFs that get downloaded and forgotten. Milly’s quiz does something different: it gives people a label for something they couldn’t articulate. The four archetypes don’t just capture an email. They give the subscriber a new identity (“I’m a Connector”) that makes them more likely to stay and engage. The separate domain, the Zapier automation, the archetype tagging: these are technical details. The real insight is that the best lead magnet doesn’t offer information. It offers self-knowledge.

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