Transforming Product Development through Customer Engagement

Christian sits down with Doug Cullen and Thomas Fredell to recount how the trio transformed Merrill Corporation into Datasite. Learn from the real stories, strategies, and tactics that turned a 50y/o company into a modern product model powerhouse.

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Today’s discussion unpacks:

• The immense benefits of Datasite’s transformation

• The kinds of challenges that arise in a transformation process

• How to align stakeholders around a transformation

• The all-important interpersonal side of successful transformation

• Advice for anyone going through a transformation process

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References:

• Changing How You Solve Problems: https://www.svpg.com/changing-how-you-solve-problems/

• Cloud Foundry: https://www.cloudfoundry.org/

• Datasite (Formerly known as Merrill Corporation): https://www.datasite.com/

• Digital Transformations: Datasite: https://www.svpg.com/podcasts/digital-transformations-datasite/?utm_source=chatgpt.com

• Good to Great by Jim Collins: https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996

• Microservices Architecture Style: https://learn.microsoft.com/en-us/azure/architecture/guide/architecture-styles/microservices

• MongoDB: https://www.mongodb.com/

• SVPG’s Transformation Series: https://www.svpg.com/transformation-series/ 

• Transformation Defined: https://www.svpg.com/transformation-defined/

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos/

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Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

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Where to find Doug Cullen:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

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Where to find Thomas Fredell:

• LinkedIn: https://www.linkedin.com/in/fredell/

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Timestamps: (to be updated)

(00:00) Intro 

(01:02) The results of this transformation 

(03:21) Why Doug and Thomas joined the company 

(07:07) The company before transformation 

(12:17) First steps on the transformation journey 

(15:11) Near misses on the road to success 

(16:37) How do you pitch transformation to a board? 

(18:56) Finding the courage to make difficult changes 

(20:24) Uniting teams around transformation 

(26:51) The importance of building trust

(31:29) Roadbumps on the transformation journey 

(37:18) Transforming the tech foundations

(41:01) The importance of real customer discovery 

(45:28) Shifting how choices are made 

(49:06) Merrill's key transformation outcomes 

(50:08) Closing advice for transformations

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

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Production:

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