In Depth

Buy or build? Focus on the core product or innovate? Zendesk CTO Adrian McDermott's advice for scaling

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Dec 9, 2021
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INSIGHT

Change Is Constant

  • What got you to one stage of growth will not get you to the next.
  • Companies must constantly reassess and change, overcoming sentimentality for old ways.
ANECDOTE

Zendesk Rebranding

  • Zendesk's playful branding, featuring a laughing Buddha, worked well for early startup clients.
  • However, it was deemed unsuitable for their IPO and enterprise goals, so they rebranded.
ADVICE

Investment Frameworks

  • Categorize initiatives into horizons (short, medium, long-term) and allocate resources accordingly.
  • Consider using the "zone to win" framework (performance, transformation, incubation, optimization).
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