Hard-won lessons building 0 to 1 inside Atlassian

Startups have the benefit of starving, and so you need to create scarcity. The company has a tendency to over-invest.

We recruit 10 people and we put these people in front of the whole team, not just the PMs... All of a sudden you're not talking about a product manager, you're talking about a product team with product engineers.

Everyone can be a product engineer. They just need to be exposed to the right user context... It's 10 customers you know by name, you know their context, you know their problems.

Be very clear about what we're testing, doing that with data, doing that with personal customer stories, give people a sense of velocity and speed. No one wants to fuck with a high-speed train.

Failure is the most likely outcome... There's a 70% chance that whatever you're working on is not going to exist in six months.

The "Safety Funnel" refers to Atlassian's internal framework for gradually expanding product access to limit negative user experiences during rollouts.

The Safety Funnel is amazing. You basically put a hard stop and you limit the number of people who had bad experiences.

Never do a rewrite, and there's good reasons for that... Trust me.

Internal comms is everything there... I was using that as a platform to communicate internally... Every week when we were at the stage where we were trying to get the first version out to customers it was a weekly demo.