A systematic check to determine whether to create a new category or compete in an existing one by analyzing market conditions, customer psychology, and budget realities.

"When you're building a category... you want to have a lot of traction in terms of thought leadership... but also educate buyers that there is a category they can now budget for."

A rebranding framework that treats brand evolution as a product development process, utilizing agile sprints, cross-functional squads, and user feedback loops.

"With the rebrand at Miro, it was very much rebrand as a product approach... sprint teams and agile... it really required everybody in some way to be involved."

A product philosophy where software is built to enforce specific values and best practices via hard-coded rules, rather than offering total flexibility.

"Without a system enforcing some of these things, there's too much subjectivity in the process to make it good."