I'm Hubert Palan, Co-founder and CEO of Productboard. AMA! 👋

[hubert (Hubert Palan)]

@Krish

How have you come to handle these two kinds of distinctions (b/w categories and b/w products) when it comes to messaging and GTM, at Productboard? Is there a mental model you’d share with your 2014-self?

Man good question - I feel like my mental model on the approach here hasn’t really changed, I was exposed early on to the concepts of marketing strategy and read the great work of David Aaker on branding, e.g. his amazing book Brand Relevance and have done work with PlayBigger and Cunningham Collective, but the actual category creation work is very hard especially early on when you have very limited resources and you are just figuring out what your business is. We still have a lot of work ahead of us, but now we also have the funds, and that makes a difference.