Design-driven companies pay attention to the factors that make a company lovable. Apple is the archetype of the fanatic customer base but companies like Mint, Fog Creek Software and Glen Lipka’s own Marketo are following this path as well – all companies whose customers say, “I love this, I am never going to leave it.”
The payoff is more than just high rate of customer retention–customers become your front line marketing team. People who love your work go out of their way to talk, blog and Twitter about it. When a competitor is mentioned, they explain why your offering is the better choice. And, of course, buy more and become your internal champions.
This discussion will focus on the practical:
- What makes a design-driven company?
- What are the basic tools?
- How do business leaders and individual contributors use this method?
About the Speaker:
Glen Lipka is Director of User Experience and Product Management at the very hot marketing automation startup Marketo–think Salesforce.com for the marketing team–and was the first non-founder employee. He founded one of the more successful design consultancies of the early Web era, Kokopelli Interactive, which grew to over 30 staff and nearly $5M annual revenue.
Moving to the Bay Area from NYC after the dotcom crash, Glen turned to his true love of designing lovely software at Remend and Intuit before joining Marketo. He has an uncanny ability to cut right through the heart of a concern by asking incisive questions and speak plainly to it.
Glen is a highly sought-after speaker, appearing at conferences around the country as well as lecturing at Stanford University and NYU’s Stern Business School and is also a core team member of the highly successful jQuery Ajax library.