Can you talk about how you've kind of realigned marketing around this persona-based approach?

Yeah, it's all related, right? So the Swiss Army Knife is like, you know, SurveyMonkey makes great surveys and forms.

And then you leave it up to people what they need to use surveys and forms for.

So like you're kind of counting on people to be like, I need a survey.

I'll go to SurveyMonkey.

And I think that we've kind of maxed out in this era on that horizontal type of marketing.

Again, the brand awareness is critical.

How? How do you do that in a way that doesn't get like the pitchforks coming at you?

Like, what do you say to people who, who say like, there's no such thing as a bad name?

I think they're definitely bad names.

And I would say the bad names are things with connotations or connections that you don't intend, but that other people outside of your echo chamber are going to bring to it.

So, you know, there are kind of off the wall names.

Like if you think about a brand like Liquid Death, where it's water in a can and they named it Liquid Death, like that is a pretty quirky choice.

And I think by all accounts, it worked for them.

It's got this real brand pull and they're doing something different and pretty cool.

How did you... start developing the story after you've like came up with like, I know that part of it was like you had to come up some story to come up with Launchpad, but how did you like develop the story and like the communication of Launchpad to the market once you came up with a name? Like how does that process come about? So for people who are trying to like improve this skill or marketing teams that are trying to improve this communication?

Yeah.

You have to be so brave to raise your hand at that moment and be like, have we thought about, do we, are we anticipate, you know, to be the person who's gonna slow the team down or, and if questions are perceived in that way, a slowing down in a negative way, then you know you're going to end up with a low capacity culture another one is what we called the scroll reflex and we actually went back and forth quite a bit on the name of this one but we connected to this idea of if you're scrolling social media your vibe in that moment is like boring boring oh interesting boring boring but you're not actively engaging with the content That you're seeing, it's a very passive stance and just like a reflex of accepting what is in front of you.

And sometimes maybe you'll get mad and like write a comment or something, but that scroll reflex when paired with AI can be really dangerous for curiosity.

I listened to a podcast where Brene Brown called this being smitten with what's written.

So AI can write it in a way that makes you like, Ooh, this sounds great.

But are the ideas there? Is it factually accurate? What are the assumptions the AI is making? A lot of people will coach you to ask it.

What assumptions are you making? I want you to make obvious to me when you're guessing or making an assumption.

Tell us more about what your research showed and then let's talk about what we can do as one part of many organizations to try to push back on it.