Barbra Gago: evaluation

Transcript context

…You mentioned a few components of when it makes sense to come up with a category. One is there's budget already against it. Two is people use the words associated with that category. I imagine with Miro and this idea of, what was it, visual collaboration, there wasn't budget for that yet. So how does that work? No. That is more of the vision piece, I would say. Sometimes you can have a vision that customers, they don't have it yet or they don't share it, but they can grow to share it and they did in that case. And I think that with Miro, we still worked to optimize where we could in terms of the categories that we did fit into or how people talked about us, but it was also such a new format and it was really a disruptive product that didn't exist before in the enterprise so that it was called a lot of different things. So it was much more fluid and people talked about it in different ways, and this was our way of hearing the feedback about how people talked about it as online whiteboard or lots of jobs to be done were framed, mind mapping platform or diagramming or whatever, all of these little things. And so visual collaboration was our way of putting a nice bow around this thing that could then be an enterprise product that solves a lot of different problems for a lot of different use cases and different types of users. We started out selling and having a lot of users that were in product and in engineering and teams that were used to using whiteboards anyway and then needed to do it in a distributed way, but very quickly packaged different types of jobs for HR teams or marketing teams or design teams and pretty much anybody in the organization. But it needed to all come together cohesively; otherwise, it was like everybody in the org just calls it a different thing because they use it in a different way. Part of what I'm hearing is that you don't stop working on the other categories that it already sits within and just keep optimizing those but in parallel, start to try to pull together, hey, there's this bigger vision of where this could be. Does that sound right?…

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