R&D's Role in Positioning and Go-to-Market

Inbal Shani (CPO and Head of R&D @ Twilio) deconstructs the transformation of the R&D org at Twilio! We explore the shift from a GM-led model to a unified platform strategy and “why structure must always follow strategy.” Inbal shares her framework for moving from output-focused metrics to input goals, prioritizing “time-to-value,” and the nuances of measuring AI products. We discuss using "R&D roadshows" as a strategic company transformation tool and why engineering leaders must master product positioning. We also dive into mental models for future-proofing your business, from "working backwards" to solve customer problems, to embedding systems thinking into the DNA of your engineering team, and critical questions to identify and optimize decisions around your company’s moat. 

ABOUT INBAL SHANI

As Chief Product Officer, Inbal leads Twilio's R&D organization, encompassing product, engineering, and R&D operations. She is dedicated to driving platform-wide innovation, empowering customers, and delivering transformative, customer-focused solutions.

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SHOW NOTES:

• Catalysts for Twilio's R&D transformation and the shift away from organizational silos (2:49)
• Strategy Drives Structure: The lightbulb moment at a strategy offsite that demanded structural change to execute vision (5:14)
• Why structure must follow strategy and creating a "change-constant" culture (7:23)
• Implementing the “working backwards” methodology and the internal power of the PRFAQ (13:52)
• Tactical ways to filter customer signals and find real unmet problems versus feature requests (16:35)
• Shifting from output-focused goals to input goals and prioritizing "Time to Value" (18:35)
• Using weekly product reviews to align metrics with qualitative customer feedback (21:34)
• Measuring AI Products: Why AI products require behavior-based measurement instead of traditional binary testing (23:24)
• Building security by design with layered protection for AI-generated code environments (26:09)
• Mental models for future-proofing your business by acting as a "fortune teller" for needs (28:45)
• The R&D Roadshow: Enabling the entire company on new ways of working through storytelling (32:28)
• Why engineering leaders must master product positioning to bridge the gap to market (38:33)
• Relatable storytelling: Explaining Twilio’s value to your parents to sharpen your pitch (41:47)
• Rapid Fire Questions (43:14)

LINKS AND RESOURCES

• How Minds Change: The Surprising Science of Belief, Opinion, and Persuasion - In this lively journey through human psychology, bestselling author and creator of the You Are Not So Smart podcast David McRaney investigates how minds change--and how to change minds.

This episode wouldn’t have been possible without the help of our incredible production team:

Patrick Gallagher - Producer & Co-Host

Jerry Li - Co-Host

Noah Olberding - Associate Producer, Audio & Video Editor https://www.linkedin.com/in/noah-olberding/

Dan Overheim - Audio Engineer, Dan’s also an avid 3D printer - https://www.bnd3d.com/

Ellie Coggins Angus - Copywriter, Check out her other work at https://elliecoggins.com/about/

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