Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)

When you're building a category, you need to make sure that there is a category that's validated by analysts and directory sites and things like that, but also you want to have a lot of traction in terms of thought leadership, like why is this the category? What are the unique kind of value propositions of this particular thing. what are the pain points it solves. And then of course getting a lot of content around because

When you're generating a new category, you're also needing to educate Buyers? that there is a category that they can now budget for and why they should allocate budget for that. Mm Welcome to Lenny's Podcast. I'm Lenny, and my goal here is to help you get better at the craft of building and growing products.

I interview world class product leaders and growth experts to learn from their hard-won experiences building and scaling today's most successful companies. Today my guest is Barbara Gago. Barbara was chief marketing officer and global head of marketing at Miro. where she helped build their global brand and create a whole new software category for the space. Before that, she was VP of marketing at Greenhouse, where she brought the product to market and led their go-to market strategy, and she was also head of marketing at Culture Amp.

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