World Model · podcast knowledge graph

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

2022-10-27 · 56 min · 50 entities

episode page audio

Asserted relationships

  • 0.77
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Radical-Candor-Revised-Kick-Ass-Humanity/dp/1250235375
  • → references Art War Sun Tzu book
    0.77
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Art-War-Sun-Tzu/dp/1590302257
  • → references Kafka Shore Haruki Murakami book
    0.77
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Kafka-Shore-Haruki-Murakami/dp/0099458322
  • → hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • → works at Pando company
    0.50
    evidence rules-v4
    CEO of Pando
  • → works at Pando company
    0.50
    evidence rules-v4
    CEO of Pando
  • → discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology
  • → discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • → discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship
  • → references penname.co website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://penname.co/
  • → references miro.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://miro.com/
  • → references hubspot.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://hubspot.com/
  • → references atlassian.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://atlassian.com/
  • → references gartner.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://gartner.com/
  • → references deel.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://deel.com/
  • → references assemblyai.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://assemblyai.com/
  • → references gainsight.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://gainsight.com/
  • → references greenhouse.io website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://greenhouse.io/
  • → references pando.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://pando.com/
  • → references softwareadvice.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://softwareadvice.com/
  • → references marketo.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://marketo.com/
  • → references Product Management person
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://forrester.com/research/product-management
  • → references oysterhr.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://oysterhr.com/
  • → references Cautionarytales website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://timharford.com/articles/cautionarytales
  • 0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://ted.com/talks/al_gore_the_new_urgency_of_climate_change

Entities found in this episode

websites 30

  • mentioned penname.co website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://penname.co/
  • mentioned miro.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://miro.com/
  • mentioned hubspot.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://hubspot.com/
  • mentioned atlassian.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://atlassian.com/
  • mentioned gartner.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://gartner.com/
  • mentioned deel.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://deel.com/
  • mentioned assemblyai.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://assemblyai.com/
  • mentioned gainsight.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://gainsight.com/
  • mentioned greenhouse.io website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://greenhouse.io/
  • mentioned pando.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://pando.com/
  • mentioned softwareadvice.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://softwareadvice.com/
  • mentioned marketo.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://marketo.com/
  • mentioned oysterhr.com website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://oysterhr.com/
  • mentioned Cautionarytales website
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://timharford.com/articles/cautionarytales
  • 0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://ted.com/talks/al_gore_the_new_urgency_of_climate_change
  • references penname.co website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://penname.co/
  • references miro.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://miro.com/
  • references hubspot.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://hubspot.com/
  • references atlassian.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://atlassian.com/
  • references gartner.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://gartner.com/
  • references deel.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://deel.com/
  • references assemblyai.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://assemblyai.com/
  • references gainsight.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://gainsight.com/
  • references greenhouse.io website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://greenhouse.io/
  • references pando.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://pando.com/
  • references softwareadvice.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://softwareadvice.com/
  • references marketo.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://marketo.com/
  • references oysterhr.com website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://oysterhr.com/
  • references Cautionarytales website
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://timharford.com/articles/cautionarytales
  • 0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://ted.com/talks/al_gore_the_new_urgency_of_climate_change

books 6

  • 0.90
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Radical-Candor-Revised-Kick-Ass-Humanity/dp/1250235375
  • mentioned Art War Sun Tzu book
    0.90
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Art-War-Sun-Tzu/dp/1590302257
  • 0.90
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Kafka-Shore-Haruki-Murakami/dp/0099458322
  • 0.77
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Radical-Candor-Revised-Kick-Ass-Humanity/dp/1250235375
  • references Art War Sun Tzu book
    0.77
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Art-War-Sun-Tzu/dp/1590302257
  • references Kafka Shore Haruki Murakami book
    0.77
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://amazon.com/Kafka-Shore-Haruki-Murakami/dp/0099458322

companys 5

  • mentioned Pando company
    0.62
    evidence rules-v4
    CEO of Pando
  • mentioned Technology company
    0.50
    evidence rules-v4
    Feed category: Technology
  • works at Pando company
    0.50
    evidence rules-v4
    CEO of Pando
  • works at Pando company
    0.50
    evidence rules-v4
    CEO of Pando
  • discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology

concepts 5

  • mentioned Business concept
    0.50
    evidence rules-v4
    Feed category: Business
  • mentioned Entrepreneurship concept
    0.50
    evidence rules-v4
    Feed category: Entrepreneurship
  • 0.42
    evidence rules-v4
    Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
  • discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship

persons 4

  • mentioned Lenny Rachitsky person
    0.70
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • mentioned Product Management person
    0.45
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://forrester.com/research/product-management
  • references Product Management person
    0.38
    evidence rules-v4
    Link in episode "Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)": https://forrester.com/research/product-management
Episode description as stored
Barbra Gago is the founder and CEO of Pando, where she’s democratizing career progression. Previously she worked as the Chief Marketing Officer and Global Head of Marketing at Miro, where she helped create an entirely new software category for the space, and also served as VP of Marketing at Greenhouse, where she led go-to-market strategy. In today’s episode, we cover three main topics: category creation, branding and rebranding, and building opinionated software. Barbra discusses how she was able to rebrand Miro and launch a whole new category—and why her attempt to do that at Greenhouse failed. We cover the benefits of building your own category, and when it makes sense to do so and when it doesn’t. She also shares the importance of getting to know your users, why a great brand is informed by its values, and why Pando is built in an opinionated way. — Find the full transcript here: https://www.lennyspodcast.com/category-creation-and-brand-building-barbra-gago-pando-miro-greenhouse-culture-amp/#transcript — Where to find Barbra Gago: • Twitter: https://twitter.com/barbragago • LinkedIn: https://www.linkedin.com/in/barbragago • Pando: https://www.pando.com/ — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — Thank you to our wonderful sponsors for making this episode possible: • AssemblyAI: https://www.assemblyai.com/?utm_source=lennyspodcast&utm_medium=podcast&utm_campaign=oct27 • Stytch: https://stytch.com/lenny • Vanta: https://vanta.com/lenny — Referenced: • G2: https://g2.com/ • Software Advice: https://www.softwareadvice.com/ • Marketo: https://www.marketo.com/ • HubSpot: https://www.hubspot.com/ • Gainsight: https://www.gainsight.com/ • Greenhouse: https://www.greenhouse.io/ • Miro: https://miro.com/ • Gartner: https://www.gartner.com/ • Forrester: https://www.forrester.com/research/product-management/ • Oyster: https://www.oysterhr.com/ • Deel: https://www.deel.com/ • Atlassian: https://www.atlassian.com/ • Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity : https://www.amazon.com/Radical-Candor-Revised-Kick-Ass-Humanity/dp/1250235375 • The Art of War : https://www.amazon.com/Art-War-Sun-Tzu/dp/1590302257 • Kafka on the Shore : https://www.amazon.com/Kafka-Shore-Haruki-Murakami/dp/0099458322 • Cautionary Tales podcast: https://timharford.com/articles/cautionarytales/ • The Sandman on Netflix: https://www.netflix.com/title/81150303 • Nancy Duarte on LinkedIn: https://www.linkedin.com/in/nancyduarte/ • Al Gore’s TED Talk: https://www.ted.com/talks/al_gore_the_new_urgency_of_climate_change — In this episode, we cover: (04:04) Barbra’s background (05:06) Barbra’s startup (06:07) Category creation vs. winning in existing categories (07:49) What is an applicant tracking system, and why have they been problematic? (09:57) What is a product category? (13:06) Examples of product categories (14:05) Greenhouse as an example of failed category creation  (16:46) How Miro successfully created a new category (18:37) Utilizing user feedback (21:15) The mechanics of category creation (21:22) How to advocate for your new category with directory sites (25:53) The middle ground between new and existing categories (29:37) When is it time to rebrand? (38:51) How to create a lasting, global brand (41:18) How values inform brands (43:13) Insights into developing company values (44:24) The elements of a brand (46:37) What is opinionated software? (47:57) The benefits of opinionated software, and why Barbra’s software is opinionated (51:23) Lightning round — Production and marketing by https://penname.co/ . For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com . This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.lennysnewsletter.com/subscribe