When you go from a single product company to a multi-product company, how do you successfully launch a cohesive narrative?

I believe the key to having a cohesive launch narrative comes down to putting your new product into context of your existing product(s). While each product will need its own positioning, and may even appeal to different audiences, an overarching narrative can help tie everything together. We recently went through this process at Figma when we launched our second product, FigJam, an online whiteboard. Here are two activities I found helpful in this process: Articulate the “why” behind your new pr ...Read More

Great question. At some point in your career you will likely encounter this as your company grows its portfolio of products. Couple of tips that might help in this case that have helped me in the past: Use a consistent messaging template across the different products in your company’s portfolio. Framing your messaging in the same way across different products might help you identify how to tie them together through a common thread. Do the products all help solve a similar challenge perhaps? Or d ...Read More

Going from single to multi-product is an exciting time. To build a cohesive narrative, it's important to begin with the foundation of product-market fit. Start asking and aligning on fundamental questions like are you targeting the same core audience as your current product, or are you expanding to reach a broader audience? Are you moving upmarket or venturing into adjacent markets, potentially with a different buyer persona? Understanding and aligning on these core questions will help you craft ...Read More

For us, the narrative didn’t click until we stopped trying to explain ourselves, and started making buyers feel understood. Honestly, it took a few tries for us to get there. At first, we rushed. We had just launched two new products and introduced them together at our annual customer event, without a real narrative to tie them together. Sales led with whatever product felt most familiar. Unsurprisingly, it didn’t land. Then we overcorrected. We repositioned the company into a new space that was ...Read More