Lucidchart had 10 million customers when Dave Grow asked us to help his team learn why customers buy their software. Working with the company's UX team, we interviewed dozens of customers and discovered their jobs to be done. The resulting customer personas inspired messaging that resonates with the enterprise buyers and helps align Lucid's marketing, sales and client success teams. Today the business servers over 30 million customers. 

"Jed articulated the value proposition of our product more succinctly and clearly in a few weeks than we had done in a few years. In addition, I appreciated that Jed was quick to take feedback and look for appropriate ways to incorporate it while balancing the viewpoints he felt strongly about."
- Dave Grow, CEO

  • Brand Discovery
  • ICPs/Personas
  • Message Map