Outfoxed Mattias Liivak - "Love your product, but get blunt, consistent feedback"
Nov 20, 2025
Mattias Liivak, co-founder and Head of Marketing & Growth at ProcessPlot, has a rich background in IT and PR. He shares why loving your product can hinder real feedback and advocates for cold outreach to validate ideas without relying on friends. Mattias discusses the importance of pivoting when a product isn’t working and makes a compelling case for the need for better change communication in organizations. He offers insightful strategies for introverted founders learning to sell, emphasizing the power of honest, straightforward feedback.
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How ProcessPlot Was Born
- Mattias and two long-time friends turned a consulting idea into ProcessPlot after wanting change from their careers.
- They built a Teams chatbot to run internal change campaigns, gather feedback and run knowledge checks.
Built For Ourselves, Then Pivoted
- The team initially built a process-mapping product for themselves and demoed it to friendly contacts.
- After ~20 demos they realized adoption and simplicity issues and decided to scrap and pivot the product.
HR Became The Obvious Buyer
- They moved ICP from product/onboarding folks to HR because HR supports managers who enable change.
- HR can both run change programs and surface the data needed to convince C-levels to act.
