Christian sits down with Doug Cullen and Thomas Fredell to recount how the trio transformed Merrill Corporation into Datasite. Learn from the real stories, strategies, and tactics that turned a 50y/o company into a modern product model powerhouse.

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Today’s discussion unpacks:

The immense benefits of Datasite’s transformation
The kinds of challenges that arise in a transformation process
How to align stakeholders around a transformation
The all-important interpersonal side of successful transformation
Advice for anyone going through a transformation process

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References:

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Where to find SVPG:

SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/
Other books: https://www.svpg.com/books/
Articles: https://www.svpg.com/articles/
Workshops: https://www.svpg.com/
Videos: https://www.svpg.com/videos/

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Where to find Christian Idiodi:

LinkedIn: https://www.linkedin.com/in/cidiodi/

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Where to find Doug Cullen:

LinkedIn: https://www.linkedin.com/in/cidiodi/

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Where to find Thomas Fredell:

LinkedIn: https://www.linkedin.com/in/fredell/

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Timestamps: (to be updated)

(00:00) Intro

(01:02) The results of this transformation

(03:21) Why Doug and Thomas joined the company

(07:07) The company before transformation

(12:17) First steps on the transformation journey

(15:11) Near misses on the road to success

(16:37) How do you pitch transformation to a board?

(18:56) Finding the courage to make difficult changes

(20:24) Uniting teams around transformation

(26:51) The importance of building trust

(31:29) Roadbumps on the transformation journey

(37:18) Transforming the tech foundations

(41:01) The importance of real customer discovery

(45:28) Shifting how choices are made

(49:06) Merrill's key transformation outcomes

(50:08) Closing advice for transformations

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

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Production:

Production by ⁠supermix.io

Coaching Transformation: Inside Datasite's Radical Transformation to a Product Model Powerhouse

Product Therapy

Coaching Transformation: Inside Datasite's Radical Transformation to a Product Model Powerhouse