Mentions personal use of Reforge.

Transcript context

…So the lesson there is don't force yourself to be a part of the broader product, initially. First, figure out what it could be if it's its own thing, and then eventually you can integrate? It depends who you're doing it for and the programs that they've got. Don't feel limited by your platform to answer the core things that are necessary for your product to work, basically. So if the platform is good enough for us, if the UX was good enough for the product managers, we would not have done that. And we would've had a hard time justifying it, but because it was not, we basically gave ourselves the stamp to be able to do it. So still in don't fuck existing customers, something I read from a site, from Reforge that talk about the Safety Funnel. So they have this thing where the typical growth funnel goes from acquisition all the way to revenue and there's a whole bunch of different stages in between. Your goal is to maximize the number of people who go through this funnel successfully. And I was trying to explain to people what we were trying to do with Jira Product Discovery, and I was struggling to put a name on it. And it was we're going to work with a few, small number of customers up until it's right for them and then we're going to expose it to progressively more people. And I know it's very common sense, but that's basically what we decided to do instead of the Atlassian way, which was more, "Hey, we measure our success based on..." For example, at that time, I think it was still before all those projects, "... monthly active users." If that was a measure of success, we would've been pushed very quickly to go and expose it to as many people as we could. We didn't want to do that because if they would have a bad experience, it would've been very hard to claim them back afterwards. So someone in Reforge put the name on Safety Funnel. So the Safety Funnel is amazing. People don't understand that. You basically put a hard stop and you limit the number of people who had bad experiences. And you do that for a while, up until you can prove it's amazing and then you invite more people. So we did a lot of that. So we basically created that pocket away from Jira to reimagine what Jira could be for product managers. And we only exposed that to a very small number of customers at first. So that's don't fuck existing customers' first principle. And the reason that's important, just to put a point there, is the business will start to get upset if you're making many customers upset.…

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