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Making the transition from a
product company to a platform
company
Jeff Gardner
Head of Platform Partnerships, Intercom
@e...
–Bill Gates
“A platform is when the economic value of everybody that uses it,
exceeds the value of the company that create...
Making the transition 

from building your career 

to building value around you
Jeff Gardner
Head of Platform Partnership...
In the beginning…
A brief history of
Hi *|FNAME|*!
Nothing I say now could possibly matter since I’ve already proved I

don’t care about you at all.
from: no-reply@compuglobalhypermega.net

to: me <jeff@intercom.com>

Hello —

This is a confirmation that we received your s...
We were, first and foremost,
a product company.
As a product you exist to do something.
And you have to get better…
and better at doing that thing over time.
Problem #1:

It’s easy to copy a product’s
features and design
Your product alone is
not defensible
Problem #2:

Your product is just one link in a
much longer chain
Product first
Product first
Platform
–Brian Chesky, Airbnb cofounder
“If you want to build something that’s truly viral you have to create a total
mindf**k exp...
Lesson #1:

Know your audience(s) and
serve them in the right order
26.7%
Using Apps in Messenger
26% → 44%
Using Apps in Messenger
43% → 67%
Using any App
Lesson #2:

It takes a lot of product thinking
to get platform right
Lesson #3:

It’s not product or platform;
It’s product and platform
Making the transition 

from building your career 

to building value around you
Jeff Gardner
Head of Platform Partnership...
Lesson #1:

Know your audience(s) and
serve them in the right order
Lesson #2:

It takes a lot of product thinking
to get platform right
Lesson #3:

It’s not product or platform;
It’s product and platform
–Bill Gates
“A platform is when the economic value of everybody that uses it,
exceeds the value of the company that create...
Thank you 🙏
Jeff Gardner
Head of Platform Partnerships, Intercom
@erskingardner
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
Making the transition from a product company to a platform company (Jeff Gardner, Intercom)
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Making the transition from a product company to a platform company (Jeff Gardner, Intercom)

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Veröffentlicht am

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VIDEO: https://youtu.be/uyAM7gRB-9c

Making the transition from a product company to a platform company
by Jeff Gardner, Head of Platform Partnerships, Intercom

Veröffentlicht in: Marketing
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Making the transition from a product company to a platform company (Jeff Gardner, Intercom)

  1. 1. Making the transition from a product company to a platform company Jeff Gardner Head of Platform Partnerships, Intercom @erskingardner
  2. 2. –Bill Gates “A platform is when the economic value of everybody that uses it, exceeds the value of the company that creates it. Then it’s a platform.”
  3. 3. Making the transition 
 from building your career 
 to building value around you Jeff Gardner Head of Platform Partnerships, Intercom @erskingardner
  4. 4. In the beginning… A brief history of
  5. 5. Hi *|FNAME|*! Nothing I say now could possibly matter since I’ve already proved I don’t care about you at all.
  6. 6. from: no-reply@compuglobalhypermega.net to: me <jeff@intercom.com> Hello — This is a confirmation that we received your support request. The ticket number is, #38049234858. Please don’t reply to this email. No one will read it.
  7. 7. We were, first and foremost, a product company.
  8. 8. As a product you exist to do something.
  9. 9. And you have to get better…
  10. 10. and better at doing that thing over time.
  11. 11. Problem #1:
 It’s easy to copy a product’s features and design
  12. 12. Your product alone is not defensible
  13. 13. Problem #2:
 Your product is just one link in a much longer chain
  14. 14. Product first
  15. 15. Product first Platform
  16. 16. –Brian Chesky, Airbnb cofounder “If you want to build something that’s truly viral you have to create a total mindf**k experience that you tell everyone about.”
  17. 17. Lesson #1:
 Know your audience(s) and serve them in the right order
  18. 18. 26.7% Using Apps in Messenger
  19. 19. 26% → 44% Using Apps in Messenger
  20. 20. 43% → 67% Using any App
  21. 21. Lesson #2:
 It takes a lot of product thinking to get platform right
  22. 22. Lesson #3:
 It’s not product or platform; It’s product and platform
  23. 23. Making the transition 
 from building your career 
 to building value around you Jeff Gardner Head of Platform Partnerships, Intercom @erskingardner
  24. 24. Lesson #1:
 Know your audience(s) and serve them in the right order
  25. 25. Lesson #2:
 It takes a lot of product thinking to get platform right
  26. 26. Lesson #3:
 It’s not product or platform; It’s product and platform
  27. 27. –Bill Gates “A platform is when the economic value of everybody that uses it, exceeds the value of the company that creates it. Then it’s a platform.”
  28. 28. Thank you 🙏 Jeff Gardner Head of Platform Partnerships, Intercom @erskingardner

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