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Carilu Dietrich

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2023-04-30
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2023-04-30
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  1. “Super extensive. And then in Atlassian to a lesser degree, you know, we spent several million dollars on different awareness campaigns to get chat noticed or to associate JIRA with the Atlassian brand. And, you know, advertising is sexy and super expensive for the benefits, right? It's a multi-year benefit of awareness. People have to see things many times, and it has to really resonate with them. And so Maya, nice to founders is that the most important thing is the quality of your product. You know, Oracle spent a ton of money and people still didn't like us in a lot of ways because they had poor experiences with the salespeople or they didn't like Larry or the product had kind of languished since it had been acquired by the company.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “Yes, I've spent hundreds of millions of dollars on it. Actually, I ran awareness global awareness advertising for Oracle and did all of the airports, the front page of the Wall Street Journal and the back page of the Economist and take over in the middle of Salesforce and downtown San Francisco. And we did the Iron Man movie sponsorships and the sports teams and arena sponsorships.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “And I think if you're in a job, like some of my greatest career growth came in the economic downturns in the 2000s, in the 2008, because other people take their foot off the gas and you can put your foot down if you're willing to like learn more, pitch yourself into new roles or new responsibilities that no one's covering at your company. Like when they don't hire tons of people for everything, there's lots of open projects where you can raise your hand and grow. You just can't be as focused on title and salary right now. You're kind of like building up value that you'll be able to monetize on the other end of this recession or downturn.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “Will propel your career, and picking the right company will propel your career, and then doing a good job will propel your career. So I think that's like. There's no magic bullet to getting a job, but working your network, sticking with it, and continuing to grow your skills are the three most important things.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “You know, my first job was in college, I was in nonprofit, and then I wrote a book on the giving programs of the top 50 tech companies. And I realized that tech companies had a bunch of money in 1999 and were giving it away to charities. And I wanted to go into tech because that's where the growth and money was. And I thought I could give it back to the world and good, but I could be inside the bubble. And then within tech, I moved my way to B2B. And within B2B, I moved my way to SaaS. And within SAS, I've moved my way into like dev tools and collaboration and now AI. Like there's this book called The Millionaire Next Door, which talks about how the very best antique store makes like one or two percent profit and the very worst oil and gas company makes 35% profit. And we know that like some of the worst software companies make 65% profit. So like picking your industry.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “I'd like to take in two parts. One is if you're unemployed and one is you're in a job. So, if you're unemployed, it's tough. It's a tough time. There's a lot of supply. And so I think you just really need endurance and grit and the stigger worrying is wasted energy because you will get another job. It's just going to be a little bit more of a bumpy ride than some other years. And the best executives I know have had down periods in their careers where they were out of work for a while, where they were fired by a CEO who this or that. And what they have in common is endurance. They're just like back in the ring. And so I think it's important to not lose endurance. It's also important not to settle on a crappy job or a crappy company. Each job you have prepares you for the next job and each logo you have prepares you for the next job. So, you know, I spent a lot of my career trying to also chase waves.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  7. “Yeah, right, step backwards, which is funny because the other Yoda thing I have up is. Do or do not, there is no try. I have another one that says hell yes or no. Like when opportunities come to you and you're like, oh, should I do this or should I not do this? You know, you only have so much time in your life. And so if it's not like something that really like excites you and gives you energy, it's tough to be at the best at it. And so hell yes or no. And then the last one is worrying is wasted energy. Because I think we live in this economic pressure cooker, and there's a lot of sear and uncertainty. But we just need to take that fear and uncertainty and like thank it for giving us urgency and then make the list of like, what can we control now and what should we do next?”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  8. “That sounds right. 180, 165. I had to like most, you know, net dollar retention, if you have a customer and you, you know, they just renew at the same dollar rate, it would be 100. So 180 is like almost doubling just their customer. So they didn't even need new customers to almost double their business. A phenomenal net dollar retention means it's a really strong, healthy business. I look at their growth rate last year or their burn rate. Are they going to run out of money? And then ideally, are they like number one in their market? Do they have a forrester or a Gartner magic quadrant? Like people tell you if they're number one. And then the last thing is I look at their glass door. Like, is it just a bad place to work in where people unhappy because they don't actually survive as long as companies where people are happier?”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  9. “Their net dollar retention, which is how fast is their revenue growing? And I should have it on my post-it note, but like Snowflake was the benchmark. I think they were growing at like 142%.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  10. “Because I have to look at it for advisory, right? Like, I can, I only take eight to ten clients. I'm always full. And so it has to be like a phenomenal company. So how do I know if it's a phenomenal company? Here's my list. Rule of 40, right? Which is your profitability and your costs together, the quality of the investors. Like, are they really top tier investors or are they kind of like mint tier or some you've never heard of? Investors do a lot of due diligence, but you also want to look at their most recent rounds because they could have phenomenal early stage and have slowed down. I think like the later the size, the like more reliable because they've just made it farther. Net promoter score or their customer satisfaction? Like, do people really rapidly love this product, or is it meh?”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  11. “Gives you a better view of their momentum. I actually have a post it note throughout it here about what I look for, 10 parts of what Evaluate to see”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  12. “That product, um, thank you, and we were acquired by GoFundMe, and it was fine, but it was Noah Atlassian. And then I spent the next five years trying to figure out how do you pick your next Atlassian. So my advice would be for people earlier in their careers, it's easy to pick the winners if you go work for a big company that's a winner. Like I would love to work for Tesla or AWS or gosh, right this second, I would kill for a job at OpenAI, right? You know some of the big companies that are successful, Salesforce has totally been a career maker to so many top executives. So early in your career working for big name, high momentum companies, you know, I think you can't like wimp out. Like you've got to want it and go for it. And maybe you like apply a year after year and you meet people and you try for it early in your company. Later in your career, I think what you just said, taking later stage versus earlier stage.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  13. “Yeah, I worked at Atlassian, which was phenomenal. Then I worked for Classy, which was a company that helped nonprofits raise money.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  14. “And then I guess one little footnote if you pick great companies, great people work for those companies and go out and work at other companies and also give you opportunities. So I ended up at Atlasian, kind of in a stroke of good luck because I had worked for J. Simons, the CRO at two companies, the president at two companies four. And so the quality of the first company, Plumtree, really helped propel my whole career.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  15. “So, your career and your ability to transcend, which is really moving faster than other people, to get bigger jobs. Is fairly dependent on the momentum of your company. So I was a leader at Oracle for five years and my team grew from like five to seven over five years. And I was a leader at Lassia for four years. And my team grew from 15 to 100. And so if you pick the right company with the right momentum, you have a better chance of getting higher level experiences and accelerated career growth.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  16. “And try to figure out what they were working on and what the challenges and opportunities were. And that's how I moved up. And so it's just like understanding how the whole thing works together. Because if you want to be in the C-suite, it's a job about how the system works. So I really encourage tours of duty between different departments. I told you about my tour of duty and product. I thought CMOs had to do every function. So I took a tour of duty in every function in marketing, but really getting a sense for other departments. The next thing is the relationships. So building really strong relationships with people by doing good work and helping them. And then the last thing I think is the quality of the companies you work for.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  17. “Like that is self discipline and like insight and drive. And so, yeah, no shortcuts. I think you look at Denise Pearson at Snowflake, and she's worked really hard to get there. So the five things I think you need to do to get to the C-suite that are like not kind of personal side are you need to think about how your responsibilities tie to revenue. Like you need to think and talk in the terms of the CEO and the board. And that can be tricky when you're junior because you don't have exposure to it, but getting a like strong handle on finance and how the finances of the business work and how the revenue of the business works. I went on a tour of the Tesla factory with my daughter's field trip a couple weeks ago. And the guy who was giving us the tour was like, so I delivered and stocked all these different parts at the plant. And then I would take a list and after work every night, I'd go to each part of the plant.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  18. “I think there's flows in your life, maybe, you know, you're going to have a baby here soon. Congratulations. And so maybe you take your foot off the gas for a little bit, but really like. There's no shortcuts. There's no shortcoats cuts to knowing a lot. Like one of the people I admire most is Tomas Tongues, who was with Redpoint and now started his own VCFR. And I was talking to him about his blog. And he was like, I'd just wake up like 5 or 6 a.m. every morning and write three to four blogs a week for 10 years.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  19. “The top executives that you have the appetite and the skill to take on more responsibility. So I think Learning as much as you can about your expertise, working really hard and taking on more responsibilities and having a great attitude and a strategic mind are probably what I think helps people get to the C-suite on kind of the personal level. And then I have a whole other set, another set of five things that are like, what specific ways do you need to train your mind?”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  20. “Like, how many more years of experience than someone else? And I could do that when I was young and I didn't have kids and I was willing to make those sacrifices. But you look at a lot of the top CMOs and they have sacrificed a lot of things to like read all of the books. And like, again, if I go back to that first job, I was a PR manager and we went through a tough phase and we lost ahead of product right before the major launch of like a major product. So I volunteered to moonlight in the product department and run the beta and do release engineering and taking on other responsibilities gave me insights into other apartments that made me more successful early in my career and later on. And the same thing happens as you're growing, right? Like if a department head leaves and you can spend extra time doing your own job and being the interim for this other function, you can really show.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  21. “I'll start by saying that everyone has their own calculus about the trade-offs they want to make on pursuing their career and the sacrifices they might need to make versus the other things in their life, their family, their hobbies, their passions. And so I think the executive track isn't for everyone because there are a lot of trade-offs. Because I think that some of the most important aspects of getting to the executive suite are kind of working harder, learning more, pushing yourself, taking on more responsibilities and opportunities, maybe even in the white space that aren't, you know, aren't your job or aren't in your regular time. When I was young in my career, I decided I wanted to be a CMO. And at the job where I decided I wanted to be the CMO, I worked like two hours later than everyone else on the team. And I had this thought in my brain that like two hours every day for five years would get.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source

  22. “In order to get hypergrowth, you have to have organic inbound and viral word of mouth. You can't pay enough to grow at those rates and have a viable company. The biggest thing is an amazing product that people love to use, right? I mean, ChatGPT is the most hyper growth product that we've seen in history potentially because people are so excited to use it and it's working and interesting ways. And then I think the third thing is really riding the lightning, I would call it. Hyper-grade companies go through the stages of growth that would take other companies five years or ten years, right? They're going from 10 to 50. They're going from 50 to 100. They're going from 100 to 200. They're jumping. And so they really need to kind of keep hiring 2x and 3x leaders who have seen the next stage of growth because it's going to be here before you know it.”

    2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source