"there's a lot of companies with products solving problems for specific Target markets that probably just shouldn't be product product LED some of the common ingredients one is that your product and us..."

"welcome to Generation Builders podcast brought to you by software I'm your host Mariam the goal of the show is to unpack and share the super powers and lessons of today's most successful software comp..."

"hey Brian excited to have you join us to talk about all things product and growth Prime is the founder and CEO of reforge and former VP of growth at HubSpot is one of the most prolific Minds in the pr..."

"the social gaming Boom the Facebook platform took off the company name is called viximo and we ended up selling that to a mobile ad company called Tapjoy I then went on to start another venture back c..."

"rental company and then I spent some time at HubSpot as you mentioned as a VP of growth there did really two things this was kind of pre-ipo um one is uh helped them kick off their transition to a mul..."

"do that through these form a very expert-led cohort based courses with more to come soon which are amazing which I was part of and still learning a lot and I would love to dive in and take the listene..."

"think on a spectrum and if you think about on one side of the spectrum there's like how much your product enables your users to drive growth right um there's, that, that's, one, end, of, the extreme a..."

"selling to government or Enterprise product companies like Concur and workday but there's examples of successes that live across all the Spectrum and even more so even more common today is that a sing..."

"can be this mix in this combination of all of those things um in, addition, right, you, can, have different levers that are product LED and different levers that are marketing and sales LED so what I ..."

"um our product quote Uncle product LED on one or two of these levers but actually more in the marketing and sales that on on this side and so um it's, less, of, a, question, of, uh, I, think and my pr..."

"call like sales assisted and there are parts of their Interiors of their product that are fully driven by like marketing and sales but it but it's everything but most companies start at one part and t..."

"most other segments of the market actually want to and need a little bit of hand-holding from the sales process to either give them Comfort or help them understand the use case and the value of of of ..."

"just a few of the the common ingredients but like I said it can depend on the target market I'll give one more counter counter example right so one more counter example would be you know HubSpot was v..."

"meaning we could give you all of your marketing Tools in one product versus adopting a bunch of disparate products but what those two things meant were two things one is that uh the product was actual..."

"make the economics work it was priced around an average ACV of about um ten thousand dollars per year and the target market kind of needed a little bit of hand-holding to see like both the value of th..."

"that's where they started and now over time they targeted other segments they made other tiers of the product that became more like more quote unquote product LED but like I said going back to the ori..."

"right that's correct so you have helped build so many amazing companies and invested in many great ones as well tell us a bit what's unique about this new generation of growing software companies so y..."

"you need to thrive in a new in a like a new set of constraints right and so like every generation of software companies is a is born out of an environment of a certain set of of constraints at that ti..."

"distribution platforms um like Facebook for example that ocean was massively rising and there were ways to efficient ways to tap into that um tap into that distribution right typically through through..."

"size while like all of the competition that was competing for those eyeballs continued on a different trajectory right and those two things cross like those two things crossed where all of a sudden li..."

"to succeed in the new environment had to be of a specific type and so as a result you see these products the product that are really thriving and they're ones that don't depend on those platforms that..."

"people um which opened uh which opened new new doors to things so those are kind of those are essentially the biggest runs we could talk about web3 but that is a endless rabbit hole that I'm not sure ..."

"maybe in the last like five to ten years companies that have emerged what are the shortcomings of product lead growth being someone really you know of course passionate and teaching and growing lots o..."

"would per say is every growth model has strengths and weaknesses right and it's more the job to understand their strengths and weaknesses and figure out how to lean into the strengths and minimize the..."

"inviting another user or a user creating something like a template uh in Miro or other things just to use other examples as products any known than sharing that all right and which brings in another u..."

"now just just to make the point right and so uh what you end up having to be do in the early days is ending up to have to be very very patient right um and, what, in, the, in, the, challenge, is that ..."

"necessarily can attributing to these core Loops a great example of Patience by the way is calendly right you look at that product they didn't and it was part of the reason they didn't raise money or t..."

"inflection points in order to get going um so so that's one con you mentioned horizontal products right many of these products are one of the one a lot of the ones that we mentioned you know software ..."

"happening over time is these more complex ones where people are entering through hundreds to thousands of more specific side doors rather than the home page of the product and you're activating them o..."

"energy in Cycles you know trying a bunch of things that don't really impact these these you know the core Loops of your product yeah absolutely I agree 100 and that's something that we have all notice..."

"build yes 100 yeah the way to think about it is is fundamentally different than vertical SAS where you can think through persona persona first perspectives and I find in like horizontal ones it's much..."

"what to do um so what are some of some of other GTM tactics that you would recommend for these types of products Mobility yourself type products that companies can use to acquire customers if we're sp..."

"into great to us oh hey do a blog post about doing your zapier integration and we'll do a reciprocal blog post that that you just added it right so like there's there's an incentive um there's, incent..."

"also think the community and education fit within world and what all what we discussed all about all these different tactics should you even be investing in community Unity I think you're one of the b..."

"were trying to talk through so sometimes right these these just to show you how many different things a community could stand for it could be a user creating content it could be a user helping educate..."

"makes so much sense which essentially means you know comes back to understanding your users and really creating the product and solving their needs and then they will evangelize right they will they w..."

"further, one, of, the most, common, questions I get around any of this stuff is is like team and org structure people should in your org should be a reflection of the strategy um not the reverse right..."

"probably needed what skills are probably needed to do that well first is that um I need to go out and find those those power users within my product and have a sense of like what what is great and goo..."

"you want to create then think through the skills then think through where the where that sits in the in the org but when people start with well I need a I need a community-led strategy and so therefor..."

"the more people the more complexity and the slower the thing slower things move right so if every time I'm trying to make a decision I need piece of data and I've got to put in a request to a data ana..."

"powerful thing not just for the individual but for companies as well and so ultimately I think it's like it's a very powerful Trend in a very um very powerful mechanism and and I think you know the re..."

"right correct uh and we see so many so many of our users as software is are actually coming from you know someone being a doctor or someone being completely uh you know running their own business offl..."