I feel like a good e
[2024-04-09 03:04:08 AM] : I feel like a good example of marketing while missing the worldview
https://twitter.com/Redisinc/status/1777411239632663019
1 Reply
[2024-04-09 03:55:47 AM] : That's a very observant way of looking at it. :clap:
Thinking it through from your comment: By emphasising speed they seem to be targeting engineers. And it's a well done commercial. But they violated a core worldview of the same audience by going from open source to source available. And the backlash is vicious.
I guess a lesson is that there is no amount of marketing that can make up for breaking a core worldview of an audience?
[2024-04-09 10:19:16 AM] : Maybe it’s the world view of the old audience ? Seems like this is for more enterprise devs
[2024-04-09 10:38:58 AM] : From my experience there’s no such thing as enterprise devs, it’s just devs working in enterprise. :smile:
[2024-04-09 11:22:25 AM] : yeah, agreed. it’s the people that have the worldviews, not really their organizations.
[2024-04-09 11:22:36 AM] : great analysis
[2024-04-09 11:06:18 PM] : Most of their new marketing material is about advertising their brand prominence
[2024-04-09 11:08:48 PM] : the licence change hurt their perception a lot, so this material needs to be something that tells devs "we're still with you" and "this change will improve redis, not hurt it"
[2024-04-09 11:10:22 PM] : my read on it is their target customer appears to be enterprise procurement teams, who want confidence that this is a "no one got fired for choosing redis"
[2024-04-10 09:03:33 AM] : yeahh definitely seems like they’re doing more the latter. “go away freeloaders, we’re moving upmarket”. I usually figure with moves like these that they probably know what they’re doing and they’re taking the risk intentionally?
There’s certainly some recent precedent for brand-ruining moves that haven’t gone as disastrously as the internet predicted (twitter, reddit, gumroad) but maybe it just hasn’t been long enough yet.
The design and font choices on this feel so not congruent with either of these options though :joy: Like instead of a shiny-cool dev design, or trustworthy-looking corporate vibe, they went for quirky-fun-fast-food?
[2024-04-10 11:26:14 AM] : they can become the Chick fil A of databases
[2024-04-10 11:36:31 AM] : > “go away freeloaders, we’re moving upmarket”
PlanetScale just did this, but intentionally. All their meaningful revenue was coming from enterprise and there wasn't enough hobbyist devs entering top of funnel to justify maintaining them as a cost center, so the math made sense
I don't think redis is in the same boat
[2024-04-10 12:03:58 PM] : yeah… i wonder too if redis thinks they’re in the same boat and is applying this strategy in a cargo-cultish way. I guess we’ll see how it goes