Page 21 - Intercom On Marketing

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”
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