Roger Martin: prediction

Transcript context

…Okay, so we've talked about the winning aspirations, so for FigJam, it would be satisfy customers that are trying to work with their team in these different ways, and make sure they're staying, make sure they get what they need out of Figma, versus go maybe to other tools. And then, where will we play? Let's say, engineers, product managers is trying to target them, distribution through the existing product, and so it's like a feature of the existing product. And then, it's how will we win? How do you think about that? Yeah, yeah. Well, you ask the question, how can we solve... Well, how can we either solve that problem at a much lower cost, so we can always be a sharper price point than them? So, if there are solutions, but they cost 50,000 a user because their costs are 30,000 a user, we can do this for $15 a user, and so we can charge $100 per seat, and absolutely annihilate the competitor by figuring out a less costly way to do it. Or there are other selections, but they make the user do all these things, and it's ponderous, and it takes a long time... We have shortcuts, we use AI to, you just say a few words into it, and they say, oh yeah, I know what you mean, and here it goes in the workflow. Or we're more integrated, like Thomson Reuters, the company I was on the board of, our advantage was we were better integrated into the workflow. You didn't have to get out of your workflow to go use this product, and then you get back in, we just said, what's your workflow? Oh, well, integrated. Is it better integrated into their workflow that makes their life easier? It would be questions, possibilities like that that I would be asking. Essentially, you've got to have a theory there, of how are you going to be better or lower cost. On the lower cost front, I think generally the advice is you don't want to go that route, that's a very difficult route. What's your thinking of just when to go that route that you might actually win at lower costs?…

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