Page 21 - Intercom On Marketing
P. 21

THE “WHY”
Why does your company exist other than to make money? Many people can’t succinctly answer that question, which is a problem for marketing. In order to tell a compelling story about your product, you need to have a crystal clear idea of what your company stands for.
This story starts long before you’ve designed or coded anything. It’s written as soon you decide you’re going to build a company. It’s the pitch deck you’re giving to investors, the application you’re sending into Y Combinator or the story you’re telling to the person next to you on the plane. When I joined Intercom, the first thing I did was to sit with the founders and try to understand the mission and vision of the product: Why did they create Intercom? What problem were they trying to solve? Why does that problem exist?
Intercom’s “why”
     21
i
e
k e
a
M
s
n
“
t
e
s
r
n
e
n
i
t
s
p
e
u
r
s
o
b
n
a
l
”

































































   19   20   21   22   23