Arielle Jackson (00:00:00):
So over time, a word can come to mean something that is beyond what that actual word means. Like Disney means magic today. Volvo means safety. Those names are not good. If I just put it in a spreadsheet or one of those lists, no one would pick it. So that's kind of what I mean, that the name is just part of the overall marketing or the overall brand and a bad name with a really great company with great company strategy, great marketing is going to be great over time. And a good name is just going to help you, but I don't think a bad name is going to kill a good company.
Lenny (00:00:42):
Arielle Jackson spent nine years at Google, where she helped grow Gmail in its early days, taking it from just a side project to a product that is now used by hundreds of millions of people all over the world. Then she went on to Square, where she was one of the first marketers and helped launch and scale the growth of Square reader. She's also worked with over 100 early stage companies, helping them nail their brand and marketing efforts, including Patreon, Loom, Front, Eero, Maven, Sprig, just to name a few.
Lenny (00:01:12):
These days, she teaches a super popular course on startup brand strategy and she's a marketer in residence at First Round capital. In our chat, we cover primarily three things, naming strategies for your startup or your product, a framework for developing your brand, that includes your purpose, your positioning, and your personality, and also getting PR for your startup. I can't wait for you to listen to this conversation with Arielle. And so with that, I bring you Arielle Jackson.
Lenny (00:01:41):
Hey, Ashley, head of marketing at Flatfile, how many B2B SaaS companies would you estimate need to import CSV files from their customers?
Ashley (00:01:49):
At least 40%.
Lenny (00:01:51):
And how many of them screw that up? And what happens when they do?
Ashley (00:01:54):
Well? Based on our data, about a third of people will con...