Summary of Live from SaaStr Annual 2022: What It Takes to Forge Your Own Category with Braze...

00:00:00 - 00:30:00

The video discusses how to create a category, noting that it is important to think about where you are today and what the future holds. They also mention that it is important to pay attention to the needs of the later majority, which is the group of customers that will be growing the most in the early stages of a company's growth.

• 00:00:00 Braze CEO, John Hyman, talks about the key ingredients for category creation, including the conviction that large businesses will be born and built for mobile first, and the realization that the consumer experience will change in a major way. He also discusses how mobile has helped Braze expand globally and how the company is preparing for the future by creating more sophisticated communication strategies.
• 00:05:00 The Braze team discusses how they see the future of CRM and how it will change due to changes in technology. They discuss the need for a new category to emerge, the need for interdisciplinary collaboration, and the need for better customer experiences. They also discuss how the CRM skills and teams will evolve over time.
• 00:10:00 The video discusses how a company needs to stick to its convictions in order to create a successful category. It also notes that markets can be dynamically unstable and that it can be difficult to predict when the right moment will come for a business to take off.
• 00:15:00 The author shares their experience of growing a business in the early days of the internet with the help of a model called the "Supply and Demand Curve." The model explains that the market for a new product or service can be in one of three positions: Letter C (rapid growth, but potential for crashing down), Letter B (growth gradually, but with a lack of capital), or A (steady growth). The author shares their experience of working at Google and a hedge fund, and how these experiences influenced their approach to Braze. They believe that businesses should use a supply and demand curve to think about their addressable market, and that it is important to be patient and navigate market dynamics while also taking into account the fundraising environment.
• 00:20:00 Braze focuses on helping companies to better understand customers and focus on where product market fit is. They vertically integrated data flow, made sure data was getting to Sac as fast as possible, and focus on customer engagement and personalization.
• 00:25:00 The speaker discusses how to create a category, noting that it is important to think about where you are today and what the future holds. They also mention that it is important to pay attention to the needs of the later majority, which is the group of customers that will be growing the most in the early stages of a company's growth.
• 00:30:00 The video discusses the future of the market, and how entrepreneurs can make the most of it to grow their businesses. It also discusses how to create a successful category, and how to strike a balance between profitability and growth.