{"id":8580,"date":"2015-12-21T17:30:04","date_gmt":"2015-12-21T17:30:04","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=8580"},"modified":"2020-07-30T13:02:16","modified_gmt":"2020-07-30T12:02:16","slug":"2015-inside-intercom","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/2015-inside-intercom\/","title":{"rendered":"2015 on Inside Intercom"},"content":{"rendered":"<p class=\"opening_paragraph\">Continuing a tradition we <a href=\"https:\/\/intercom.com\/blog\/2014-on-inside-intercom\/\">started last year<\/a>, we decided we\u2019d head into the holiday period with a look back at some of the highlights of 2015 on Inside Intercom.<\/p>\n<p>It&#8217;s been a year of growth on the blog. We published 106 posts, compared to the 89 we published in 2014, although we still pride ourselves on producing quality content rather than just a large quantity of articles. If you want to help us continue to do that in 2016 please take the time to fill out our <a href=\"https:\/\/intercominc.typeform.com\/to\/Vyf0S8\">reader survey<\/a> \u2013 all feedback is taken on board.<\/p>\n<p>During 2015 we also added two new members to the team \u2013 <a href=\"https:\/\/twitter.com\/adamrisman\">Adam<\/a> and <a href=\"https:\/\/twitter.com\/geoffreykeating\">Geoffrey<\/a> \u2013 which allowed us to expand into new content formats.<\/p>\n<h2 id=\"intercom-onbooks\">Intercom on&#8230;books<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/12\/2015-books-inline.png\" alt=\"\" \/><br \/>\nWe made our first venture into book publishing and put out three titles, all of which more or less began life as posts on this blog.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/books\/product-management\"><em>Intercom on Product Management<\/em><\/a> is built on three years of sharing our product lessons and experiences on this blog. It pulls together some of the most relevant posts, offering some hard-learned lessons on the tough decisions you need to make as a PM.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/books\/customer-engagement\"><em>Intercom on Customer Engagement<\/em><\/a> distils what we&#8217;ve learned about sending the right message to the right customer at the right time, regardless of the tool you use to send them (although we&#8217;d prefer it was Intercom).<\/p>\n<p>Everyone wants to provide the best support possible to their customers, but <a href=\"https:\/\/www.intercom.com\/blog\/books\/customer-support\"><em>Intercom on Customer Support<\/em><\/a> is designed to give you a framework to think more strategically about the kind of support you offer.<\/p>\n<h2 id=\"now-with-audio\">Now with audio<\/h2>\n<p>We also launched a <a href=\"https:\/\/www.intercom.com\/blog\/podcast\">companion podcast<\/a> to this blog, featuring interviews with industry people we respect and admire. Many of the podcasts we hear can be long and rambling, so instead we&#8217;ve tried to keep our conversations focused and relatively short. Here&#8217;s some of our favourite quotes from the first 7 episodes we recorded.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/236702874&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<blockquote><p>\u201cPeople aren\u2019t buying [your product] so they can maintain and update it. They\u2019re buying it to get this functional job done, but they have metrics that they use to judge value around those consumption chain elements as well. If you understand all the metrics people are using to judge the value of your products from a functional perspective, a financial perspective, and a consumption chain perspective, you have all the metrics you need to create a better product.&#8221;<\/p><\/blockquote>\n<p>\u2013 <a href=\"https:\/\/intercom.com\/blog\/podcast-tony-ulwick-on-jobs-to-be-done\/\">Tony Ulwick on Jobs-to-be-Done<\/a><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/234788425&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<blockquote><p>&#8220;We really have to think from a customer point of view and not a corporate point of view. How can I can create something really useful to the person that I\u2019m trying to reach? The best marketing feels like something that people want or need or will enjoy. It doesn\u2019t feel like marketing.&#8221;<\/p><\/blockquote>\n<p>\u2013 <a href=\"https:\/\/intercom.com\/blog\/podcast-ann-handley-content-marketing\/\">Ann Handley on contenting marketing<\/a><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/228156292&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<blockquote><p>&#8220;There\u2019s this really vicious cycle in our industry, and I call it the wheel of meaningless growth. Early in our life cycles, we do whatever we can to get press, so we pick the biggest number we can out of our business, but that number tends to be a vanity metric. Whether it\u2019s views, or downloads, or registrations, or something else like that. You\u2019re celebrating it externally and you get caught in this trap. Every time you want to do that, you have to come up with a bigger and bigger number, so all of a sudden, you find yourself focusing on this meaningless number. You follow it into a real trap.&#8221;<\/p><\/blockquote>\n<p>\u2013 <a href=\"https:\/\/intercom.com\/blog\/podcast-brian-balfour-on-creating-meaningful-growth\/\">Brian Balfour on meaningful growth<\/a><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/225209029&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<blockquote><p>&#8220;That\u2019s why our API and third-party development community is so important to us: great ideas come from outside of Facebook. I think the idea of designing with people and not just for people is recognizing that even the consumers that use our products are an active, contributing force in our design process.&#8221;<\/p><\/blockquote>\n<p>\u2013 <a href=\"https:\/\/intercom.com\/blog\/podcast-margaret-gould-stewart\/\">Margaret Gould Stewart on product design at scale<\/a><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/219956315&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<blockquote><p>&#8220;Marketing can\u2019t by itself be entirely responsible for active usage because it\u2019s closely paired to what\u2019s created in the product and how that needs to be refined. But they play a really important role in understanding, with product teams, how to improve it. Once you understand how to measure active usage, you really should correlate that all the way back to marketing activity. I should be able to measure how a marketing campaign actually drives downstream active usage of a product.&#8221;<\/p><\/blockquote>\n<p>\u2013 <a href=\"https:\/\/intercom.com\/blog\/podcast-atlassians-jay-simons-talks-saas-marketing\/\">Jay Simons on SaaS marketing<\/a><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/212805711&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<blockquote><p>&#8220;&#8230;quality is everyone\u2019s job. It\u2019s not just the designer\u2019s job. It\u2019s not just the product designer\u2019s job. It\u2019s everyone\u2019s job. What will shift, I think, is people will start to incorporate parts of design into their job in ways they wouldn\u2019t today. Just like engineers write unit tests today as part of their job, I think people will be spending more time doing things like design sprints or watching customer interviews or doing design critiques. Not everyone needs to know fonts and be good at Photoshop, but there are probably a couple of design activities that everyone will learn to do as part of their job.&#8221;<\/p><\/blockquote>\n<p>\u2013 <a href=\"https:\/\/intercom.com\/blog\/podcast-braden-kowitz-talks-design-and-startups\/\">Braden Kowitz on design and startups<\/a><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/205353151&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<blockquote><p>&#8220;If you believe the product manager is a mini-CEO, you don\u2019t know what CEOs do or what product managers do. The CEO is the person most responsible for the success and health of an entire organization \u2013 primarily the financial health \u2013 while a product manager\u2019s trying to ship product. Some product managers have business case responsibilities. They\u2019re responsible for some form of P&amp;L that suggests their success, but that is not CEO behavior, and it\u2019s also not true of all product managers.&#8221;<\/p><\/blockquote>\n<p>&#8211; <a href=\"https:\/\/intercom.com\/blog\/podcast-peter-merholz-talks-product-design\/\">Peter Merholz on product design<\/a><\/p>\n<h2 id=\"2015s-greatest-hits\">2015&#8217;s greatest hits<\/h2>\n<p>Our ten most popular posts this year reflected the broad interests of our readers from product management to raising capital, marketing to visual design.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/why-mobile-first-may-already-be-outdated\/\" target=\"_blank\" rel=\"noopener noreferrer\">Why \u2018Mobile First\u2019 May Already Be Outdated<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/how-we-build-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lessons Learned From Scaling a Product Team<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/has-visual-design-fallen-flat\/\" target=\"_blank\" rel=\"noopener noreferrer\">Has Visual Design Fallen Flat?<br \/>\n<\/a><a href=\"https:\/\/intercom.com\/blog\/35m-series-c-funding\/\">Intercom Raises a $35m Series C<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/onboarding-users-low-hanging-fruit\" target=\"_blank\" rel=\"noopener noreferrer\">The Low Hanging Fruit of User Onboarding<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/12-steps-to-creating-landing-pages-that-convert\/\" target=\"_blank\" rel=\"noopener noreferrer\">12 Steps to Creating Landing Pages That Convert<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/how-we-hire-engineers-part-1\/\" target=\"_blank\" rel=\"noopener noreferrer\">How We Hire Engineers, Part 1: Our Screener<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/where-do-product-roadmaps-come-from\/\" target=\"_blank\" rel=\"noopener noreferrer\">Where Do Product Roadmaps Come From?<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/saas-metrics-for-fundraising\/\" target=\"_blank\" rel=\"noopener noreferrer\">SaaS Metrics for Fundraising<br \/>\n<\/a><a href=\"https:\/\/www.intercom.com\/blog\/messaging-apps-just-getting-started\/\" target=\"_blank\" rel=\"noopener noreferrer\">Messaging Is Just Getting Started<\/a><\/p>\n<p>Enjoy the holidays. Hope to keep you reading in 2016.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Continuing a tradition we started last year, we decided we\u2019d head into the holiday period with a look back at some of the highlights of 2015 on Inside Intercom. It&#8217;s been a year of growth on&hellip;<\/p>\n","protected":false},"author":84,"featured_media":8582,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[4],"tags":[188,214,187],"coauthors":[350],"class_list":["post-8580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-blogging","tag-communications","tag-writing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2015 on Inside Intercom - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"It&#039;s been a busy year on Inside Intercom. 106 blog posts, 3 books, and 10 podcasts. 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