“Everybody hates it, but I like asking like what someone's top 10 accomplishments are. They hate it because it's like, oh God, ugh. But it's really interesting to understand the level of quantitative versus qualitative in their accomplishments, like what they value and also Yeah. If it's a, oh, I ran a hundred miles, or I have a great family, whatever it is, it's really interesting to kind of get to know somebody and also what they value.”
quote is from the automated transcript, cleaned for reading:
filler sounds and stutters are removed, nothing is rephrased. names can be misheard
(the analysis reads context, assessments check outside sources). how →
More from Barbra Gago
Insight
Elevating the perceived value of an existing category can beat creating one
“Instead of spending the time and money to build a new category, we were going to spend the time and money to elevate the value of this category. So rather than changing the category to something else, which we could value at whatever it was, We were just going…”
Barbra GagoOct 27, 2022▶ 15:49Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Insight
Corporate pay gaps stem from broken promotion systems, not just compensation decisions
“The reason that companies have to go and Look at compensation data and fix pay gaps is because they have systemic problems with how people are promoted and progressed in the organization. So they're recruited in a certain way, they may or may not be developed,…”
Barbra GagoOct 27, 2022▶ 49:24Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Insight
A market category is not officially real until competitors enter it
“You're not building a category until there is competition. Like it's not officially actually a category until there's more companies that do that. And that was like a big learning for me in this whole process of category creation is that it's actually okay whe…”
Barbra GagoOct 27, 2022▶ 9:08Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Disclosure
Greenhouse abandoned category creation due to fixed applicant tracking system budgets
“Ultimately, at the end of the day, like, the budget that customers had and the way that customers talked about what we did, no matter what we called it, was applicant tracking. So it didn't really make sense to continue to go against the grain of, no, we're go…”
Barbra GagoOct 27, 2022▶ 15:17Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Insight
Startups can sell into existing categories while gradually building new ones
“If you're building a category as well, you can sometimes be selling into a category while you're still building. The appetite for a different category, which is kind of a nuance, which is all about, like, where's the budget and how do customers describe their …”
Barbra GagoOct 27, 2022▶ 11:33Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Insight
B2B category creators must build relationships with directory sites and industry analysts
“And then the other piece is really those directory sites, which the analysts like Gartner and Forrester and all these guys, at least in B to B and enterprise, they really shape for customers what the categories are and you need to build relationships with them…”
Barbra GagoOct 27, 2022▶ 22:28Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
Made with StarZero
Turn any episode into a week of clips.
This entire site, over 300 episodes transcribed, diarized, checked and made playable,
runs on the StarZero media pipeline. Drop in your own episode and the podcast clipper finds the
moments worth sharing, cuts them, captions them, and reframes them for every feed.
We use essential cookies to make the site work. With your permission we
also use analytics cookies (Google Analytics and Mixpanel) to understand
usage and improve StarZero. See our Cookie Policy.