I helped reposition a database product that went on to make $1B in revenue
Agh.<p>April is terrific, and I agree that the right messaging and positioning can have disproportionately high impacts on revenue (speaking from experience with Netlify, Gravitational, and others), but this click-bait title is a huge disservice to April, other marketers, and founders who may be dissuaded from trying new messaging and positioning.<p>The actual story is that the person (April) was asked by a manager to interview a bunch of customers. When they brought back the data, the manager (or the team, collectively) acted on it by coming up with new product positioning.<p>Some years later, after countless product iterations and <i>three</i> acquisitions, the product landed at a tech giant that does $30B&#x2F;year. The author speculates it was then responsible for $1B in revenue, though doesn&#x27;t know for sure.<p>So...<p>It&#x27;s fair to say &quot;I was there early and it was neat to solve these problems for a DB that later ended up at SAP.&quot; But to imply that your work directly resulted to $1B in revenue--as this title does--is just nonsense. What the F*ck were the editors thinking.