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How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password)

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Apr 30, 2023

Guest

Carilu Dietrich

Carilu Dietrich, a former CMO with a track record at Atlassian and Miro, shares her insights on achieving hypergrowth. She discusses the critical strategies leading successful B2B companies, including the importance of effective leadership and the CEO-CMO dynamic. Carilu offers valuable advice on navigating career growth, selecting the right company, and the habits essential for C-suite success. She also emphasizes the power of community and thought leadership in driving organic growth, alongside innovative approaches to product development.

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volunteer_activism

ADVICE

Growth Strategies

Focus on building a differentiated product that customers love and consistently improve.
Virality isn’t a magic bullet; consistent effort, customer obsession, and incremental improvements are key for growth.

volunteer_activism

ADVICE

Accelerating Word-of-Mouth

Empower employees as thought leaders, create strong content, and build your own community.
Leverage happy customers as advocates; they sell your product better than anyone.

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ANECDOTE

Atlassian's Product-Led Growth

Atlassian prioritized product development over sales, delaying sales hiring and reinvesting in R&D.
This strategy proved successful, leading to a product that essentially sold itself.

Get the Snipd Podcast app to discover more snips from this episode

Strategies for Career Advancement and Executive Success

04:17 • 3min

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Navigating Career Growth and Company Selection

07:15 • 23min

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Empowering Word of Mouth through Thought Leadership and Community Engagement

30:15 • 4min

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Navigating Growth: Strategies and Dynamics in Startups

34:12 • 19min

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Strategic Bundling for Business Growth

52:53 • 8min

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The Art of Leadership Interviews and Essential Tools for Growth

01:00:58 • 2min

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Strategies for Product Development and Mindfulness

01:03:23 • 4min

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First published in 1936, 'How to Win Friends and Influence People' by Dale Carnegie is a timeless guide to improving interpersonal skills. The book is divided into four main sections: Six Ways to Make People Like You, Twelve Ways to Win People to Your Way of Thinking, and Nine Ways to Change People Without Giving Offense or Arousing Resentment. Carnegie's principles emphasize the importance of genuine interest in others, active listening, and avoiding criticism and argument. The book offers practical advice on how to build strong relationships, communicate effectively, and influence others by aligning their self-interest with yours. It has been a cornerstone of personal development and business success for generations.

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The Tao Te Ching is a central text in Taoist philosophy and religion. It consists of 81 brief chapters or sections that discuss the nature of the Tao, which is described as the source and ideal of all existence. The text emphasizes living in harmony with nature, the importance of simplicity, humility, and the interconnectedness of all things. It critiques unnatural actions and social activism based on abstract moralism, advocating for a life of 'nonaction' (wu wei) and spontaneity. The text has been highly influential in Chinese philosophy and has been translated numerous times, making it one of the most translated texts in world literature.

Brought to you by Rows—The spreadsheet where data comes to life | Braintrust—For when you needed talent, yesterday | Coda—Meet the evolution of docs

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Carilu Dietrich is a former CMO, most notably the Head of Marketing who took Atlassian public. These days she’s an advisor to CEOs and CMOs of hypergrowth B2B companies and has worked with companies like Miro, Segment, Bill.com, 1Password, Productboard, Sprout Social, Weights & Biases, and more. In today’s episode, we discuss:

* Patterns across the most successful hypergrowth companies

* How to advance in your career, and how to someday become an executive

* How to decide which company to work at

* Advice for navigating the job market during tough times

* How to find and execute new growth opportunities

* Why most CMOs and CPOs get fired, and what we can learn from this

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Find the transcript at: https://www.lennysnewsletter.com/p/how-to-achieve-hypergrowth-in-your

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Where to find Carilu Dietrich:

• LinkedIn: https://www.linkedin.com/in/hypergrowth-advisor/

• Newsletter: www.carilu.com

• Twitter: https://twitter.com/clu007

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Carilu’s background

(04:28) Habits and behaviors that will help you reach an executive role

(07:15) Why there is no substitute for working hard

(08:15) 5 things you need to do to get to the C-suite

(10:39) Choosing the right company for accelerated career growth

(12:42) Criteria for assessing a phenomenal company

(14:41) Asking better questions and making decisions with energy

(16:05) Advice for finding a job during a recession

(19:25) The importance of quality products and sustained brand advertising

(24:06) Lessons from successful hypergrowth companies

(28:14) Is word of mouth a necessary growth lever?

(31:31) How to accelerate word-of-mouth marketing

(35:28) Atlassian’s product-led growth strategy and delayed sales team hiring

(39:54) When to hire your first salesperson

(43:04) Common growth levers and roadblocks

(47:01) How to build trust between CEOs and CMOs

(49:00) Challenges of C-suite roles in startups

(52:55) Bundling strategies

(57:17) Lightning round

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Referenced:

• Tomasz Tunguz: https://www.linkedin.com/in/tomasztunguz/

• Denise Persson: https://www.linkedin.com/in/denisepersson/

• Oracle: https://www.oracle.com/

• Atlassian: https://www.atlassian.com/

• Classy: https://www.classy.org/

• Snowflake: https://www.snowflake.com/en/

• Salesforce: https://www.salesforce.com/

• Okta’s “Businesses at Work” 2023: https://www.okta.com/businesses-at-work/

• Y U No Use Hipchat billboard: https://techcrunch.com/2011/04/22/y-u-no-have-lame-billboard-hipchat/

• Productboard: https://www.productboard.com/

• Miro: https://miro.com/

• Scott Farquhar: https://www.linkedin.com/in/scottfarquhar/

• Elena Verna on Lenny’s Podcast: https://www.lennyspodcast.com/the-ultimate-guide-to-product-led-sales-elena-verna/

• Tao Te Ching, Stephen Mitchell translation: https://www.amazon.com/Tao-Te-Ching-Laozi/dp/0060812451/ref=asc_df_0060812451/

• How to Win Friends and Influence People: https://www.amazon.com/How-Win-Friends-Influence-People/dp/8183227899/ref=tmm_pap_swatch_0

• Never Split the Difference: https://www.amazon.com/Never-Split-Difference-audiobook/dp/B01COR1GM2/ref=sr_1_1

• Everything Everywhere All At Once on Hulu: https://www.hulu.com/movie/everything-everywhere-all-at-once-fa320000-8cf3-46fc-8c45-df5ec67b71f2

• Tara Brach guided meditations: https://www.tarabrach.com/guided-meditations/

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

Lenny may be an investor in the companies discussed.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.lennysnewsletter.com/subscribe

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