74: Momentive President Tom Hale - knowing when to rebrand

It’s not often you see a company well established in its product niche completely rebrand, but that’s exactly what Tom Hale and his team at Momentive, formerly SurveyMonkey, have done. Tom joins Scott Britton and Andrei Newman on the Built by Humans Podcast to discuss what an effective rebrand looks like, why modern businesses need AI-generated feedback, and how the workplace can help the world. Here are some quick takeaways: Automated surveys give the quick data needed to remain agile and move at “ventilator speed” in the modern workplace. All growing multi-product businesses hit a wall where they need to rebrand. Matching different products to buyer profiles is key to getting past this. Brand health can be measured both through traditional metrics like awareness and competitive share but also through monitoring statistics like customer calls and the amount of people directed to your product without a referral. AI, if made well enough, can provide a volume of personal feedback humans are unwilling to expend the time and energy on. Try to look past just money and see the workplace as a way through which to positively affect the world. If you can use business to help people, you should.

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In this podcast, we are here to discuss the challenges high growth companies face and how to overcome them. We will be focusing on the human parts of work and how you can create a culture that brings out the best in your people and unlocks their full potential.