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Forrester

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MentionsThe GitLab way: Kindness, transparency, and short toes

“analysts like Gardner and Forester are calling that out”

Speaker: David DeSanto▶ Watch at ~1:00:00approx.

MentionsHow to become a category pirate

“on their homepage you'll see a Gartner report or a Forrester report on their homepage.”

Speaker: Christopher Lochhead▶ Watch at ~22:00approx.

MentionsCategory creation and brand building

“the analysts like Gartner and Forester and all these guys at least in B2B and Enterprise they really shape for customers what the categories are”

Speaker: Barbra Gago▶ Watch at ~22:30approx.

Related frameworks

Innovation3 steps

Backcasting & Reject the Premise

Stand in the future you designed and look back — don't forecast forward from today's constraints.

Leadership5 steps

Brain-Dump, Group, Vote, Single-Author (Company Values Workshop)

Crowdsource the raw material for values, but never write the definitions by committee

Strategy6 steps

Breadth-Then-Depth Platform Strategy

Go wide to discover your niche, then put all your wood behind the few arrows that lift the rest

Strategy4 steps

Category Design: Create Demand vs. Capture Demand

Design your own market category instead of competing for a slice of someone else's.

Productivity5 steps

Celebrate Adoption, Not Shipping

Replace hours and feature counts with customer-adoption outcomes teams can actually steer toward

Strategy3 steps

Damming the Demand

Compete category-to-category against the status quo, never product-to-product against a rival.

Marketing5 steps

Dual-Track Category Building (Sell Into Today's Budget, Build Tomorrow's Category)

Rank in the funded category you already fit while running a long-tail campaign to shift the market to your new one

Marketing4 steps

Frame, Name, Claim the Problem (Languaging & Point of View)

Use new language to reframe a problem so people see it differently and want a new solution.

Leadership5 steps

Handbook-as-Code

Treat how the company operates as a versioned repo anyone can submit a merge request against

Marketing5 steps

Lightning Strike Go-to-Market (Supers, POV & Word of Mouth)

Concentrate firepower on super consumers with a reframing POV to ignite word of mouth.

Marketing6 steps

Rebrand as a Product Development Process

Run a rebrand with sprint teams, owners, and transparency — not as a marketing reveal

Innovation6 steps

Right Model for the Right Use Case

Route each AI feature to a model chosen for that job, not one popular LLM stretched over everything

Communication5 steps

Short Toes

Engineer feedback so it lands on the work, never the person — the async collaboration protocol

Marketing3 steps

The Better Trap

A 'better' copy of an existing solution to a well-understood problem almost always fails.

Marketing5 steps

The Category Creation Go/No-Go Test

Four checks — budget, buyer language, competition, and vision scope — decide whether to invent a category or win an existing one

Leadership5 steps

The Deep Dive PM Interview

Make candidates write real async requirements and defend them — a two-way test for remote PM fit

Marketing4 steps

The Four-Channel Category Rollout

Customer language, PR testing, analyst/directory validation, and content — the mechanics of making a category real

Leadership5 steps

The Remote-First Operating Stack

Five mechanisms that make an all-remote company across 60+ countries actually work

Leadership5 steps

The Transparency Ramp

Default everything to public except three named exceptions, then ramp until it feels uncomfortable

Innovation5 steps

The Two Paths to Opinionated Software

Either encode a best practice that already exists without technology, or teach a better way and enforce it in the product

Marketing5 steps

The Values-Encoded Brand System

Build the brand as a system whose elements each encode a company value, so every touchpoint stays on-brand without training

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