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In the podcast episode, the importance of design in the success of a product or company is emphasized. The speaker believes that as the significance of a domain or industry increases, so does the importance of design. Design is seen as a way to attract attention, instill trust, and differentiate from competitors. The speaker mentions that today, high-level design is crucial from the beginning to be taken seriously. Several examples are given to highlight the impact of design on user experience and perception, emphasizing the need for a well-designed product in today's competitive landscape.
The podcast episode explores how the speaker, Kari Sarnen, built a culture of quality and craft at Linear, a fast-growing issue tracking tool company. Kari shares insights on the importance of taking the time to create space for craft and prioritize design in their product. The focus on taste, opinion, and thoughtful design drives the decision-making process rather than relying solely on metrics or AB tests. The linear method of building product is introduced, highlighting the principles of opinionated software, consistent cycles, and the formation of project teams. The episode also delves into their unique hiring approach, product market fit, and scaling growth.
The speaker introduces the linear method of building product, which encourages an opinionated approach to software design. The focus is on delivering a good default experience for users, reducing the need for excessive customization or decision-making. The episode also dives into the concept of cycles, which helps teams prioritize and focus on specific tasks or features during a defined time frame. The cycles provide clarity and structure, allowing teams to stay focused on the most important objectives without being overwhelmed by an infinite to-do list.
In the podcast, it is highlighted that Linear does not set specific metrics or goals for individual features or launches. Instead, the company focuses on solving problems and creating good user experiences. The speaker emphasizes the need for the whole team to understand the product and customers, enabling everyone to make informed decisions and prioritize user needs. The importance of staying focused on the core objectives and avoiding distractions is discussed, highlighting the balance between science (data-driven) and magic (intuition and understanding) in decision-making.
In the podcast, the speaker emphasizes the importance of focusing on the main quest line, or the core objectives, when building a product or company. They compare side quests, or tasks that do not contribute to the main quest line, to potential distractions that hinder progress. By asking yourself if a task is important for the main quest line, you can determine its priority and avoid wasting time on less essential tasks.
The podcast explores the speaker's deliberate approach to hiring and building a small team at Linear. They highlight their belief that having a smaller team of high-quality individuals can lead to better output and faster progress compared to larger teams with average performers. They seek candidates who not only excel in their specific roles but also possess broader perspectives, product sensibility, and the ability to take on more scope. By hiring individuals who can contribute beyond their designated roles, it fosters a collaborative and adaptable work environment.
The podcast delves into the speaker's experience in achieving product-market fit at Linear. They discuss the importance of identifying and prioritizing specific customer segments while gradually expanding to address the entire market. The speaker emphasizes the significance of focusing on capturing segments with a strong product-market fit before broadening the scope. They share insights into how Linear initially targeted early-stage startups as their primary market, ensuring their tool became the default choice for such companies. Additionally, they highlight the ongoing effort to refine the product for larger companies and continuously work towards stronger product-market fit in different segments.
Karri Saarinen is the co-founder and CEO of Linear, an issue-tracking tool that has quickly become the fastest-growing and most beloved in the world. Before Linear, Karri was the principal designer and co-creator of design systems at Airbnb and the founding designer at Coinbase. In today’s episode, he shares:
• How to prioritize craft in product development
• The Linear method for modern software development
• How Linear operates with only one PM
• Why every product needs good design in 2023
• Strategies for staying focused amid distractions
• Linear’s unique hiring strategies
• Sneak peek of a soon-to-be-released Linear feature
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Find the full transcript at: https://www.lennyspodcast.com/inside-linear-building-with-taste-craft-and-focus-karri-saarinen-co-founder-designer-ceo/#transcript
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Where to find Karri Saarinen:
• X: https://twitter.com/karrisaarinen
• LinkedIn: https://www.linkedin.com/in/karrisaarinen/
• Website: https://karrisaarinen.com/
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Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• X: https://twitter.com/lennysan
• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/
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In this episode, we cover:
(00:00) Karri’s background
(04:25) Overview of Linear
(06:43) Linear’s design process and its focus on quality
(12:25) Building a craft-oriented company
(16:41) Product management at Linear
(18:37) Strategies for launching a startup without a dedicated PM
(21:16) How Linear assists PMs in their roles
(23:46) Linear’s potential expansion in PM roles
(24:58) The importance of design
(29:08) Utilizing design and brand as distinct competitive advantages
(30:48) The importance of authenticity in branding and messaging
(33:08) How design reviews are conducted at Linear
(38:34) The Linear method for modern software development
(40:07) Why productivity software should be opinionated
(41:23) Why Linear created “cycles” and how it works
(43:27) Why Linear doesn’t have metric-based goals
(45:07) How a business can thrive without metrics, PMs, and A/B testing
(48:04) A customer-focused approach to building product
(50:02) Adapting strategies for diverse products and domains
(53:05) Three techniques Karri uses to maintain focus
(56:47) Linear’s hiring practices
(1:02:10) Paid work trials
(1:04:31) How to determine a candidate’s “product sense”
(1:08:21) Linear’s growth journey and milestones
(1:14:18) How pricing strategies were initially introduced at Linear
(1:16:18) Linear’s journey to finding product-market fit
(1:21:44) The importance of online presence and authenticity in business
(1:24:59) Insight into the corporate culture at Linear
(1:28:29) Lessons learned during Karri’s transition from IC to CEO
(1:30:21) Sneak peek into the upcoming “asks” feature at Linear
(1:32:04) Lightning round
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Referenced:
• Linear: https://linear.app/
• Vercel: https://vercel.com/
• Nan Yu on LinkedIn: https://www.linkedin.com/in/thenanyu/
• The Linear method: https://linear.app/method
• How Ramp builds product: https://www.lennysnewsletter.com/p/how-ramp-builds-product
• Lessons from scaling Ramp | Sri Batchu (Ramp, Instacart, Opendoor): https://www.lennyspodcast.com/lessons-from-scaling-ramp-sri-batchu-ramp-instacart-opendoor/
• Eric Yuan on LinkedIn: https://www.linkedin.com/in/ericsyuan/
• The Timeless Way of Building: https://www.amazon.com/Timeless-Way-Building-Christopher-Alexander/dp/0195024028
• Zen and the Art of Motorcycle Maintenance: https://www.amazon.com/Zen-Art-Motorcycle-Maintenance-Inquiry/dp/0060839872/
• John Wick: Chapter 4: https://www.imdb.com/title/tt10366206/
• Silo on AppleTV+: https://tv.apple.com/us/show/silo/umc.cmc.3yksgc857px0k0rqe5zd4jice
• Philips Hue lights: https://www.philips-hue.com/en-us
• Finnish salmon soup recipe: https://jernejkitchen.com/recipes/finnish-salmon-soup-lohikeitto
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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
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Lenny may be an investor in the companies discussed.
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Listen to the best highlights from the podcasts you love and dive into the full episode