I helped reposition a database product that went on to make $1B in revenue
Agh.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.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.Some years later, after countless product iterations and three acquisitions, the product landed at a tech giant that does $30B/year. The author speculates it was then responsible for $1B in revenue, though doesn't know for sure.So...It's fair to say "I was there early and it was neat to solve these problems for a DB that later ended up at SAP." 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.