Articles by Anthony Kennada
What I Learned About Category Creation as an Early Box EmployeeAnthony shares lessons learned from his early career at Box, a cloud computing startup. Box evangelized the subscription business model and helped usher in major business transformations. Anthony outlines five lessons from Box that he applies at his current company Gainsight, which helps businesses improve customer success. The lessons include: • Developing a bold brand message • Creating an industry movement • Iterating on entry points early • Using events to spread ideas, and • Building a community beyond just customers An interesting point is that the author believes hosting a conference very early can help establish thought leadership and generate pipeline even when a company is small.