#242 – Patrick Woods, CEO Orbit on value creation vs. value capture

A story about leveraging the power of community to create a flywheel for growth behind your SaaS business

#242 – Patrick Woods, CEO Orbit on value creation vs. value capture A story about leveraging the power of community to create a flywheel for growth behind your SaaS business

Leave a comment or a question for Patrick or Ton

This podcast interview focuses on product innovation that enables B2B SaaS businesses to deliver a stellar member experience, quantify business impact, and become community-driven. My guest is Patrick Woods, Co-founder, and CEO of Orbit.

Patrick WoodsPatrick Woods is a tech entrepreneur on a Mission. He has more than 10 years of marketing and customer success experience. He’s the co-creator of the Orbit Model, host of the Developer Love podcast, and is the author of the Brand Strategy Canvas. He co-founded Orbit in September 2019 on the strong belief that software is no longer sold – but adopted and that value creation beats value capture. The sales funnel is about extracting value, but that only works short-term. For sustainable growth, community can drive long-term adoption through value creation. And that’s exactly the mission behind Orbit

And this inspired me, and hence I invited Patrick to my podcast. We explore what’s broken in the way we think about community. Patrick shares his vision around the opportunity the SaaS industry has by becoming community-driven. He shares his big lessons learned to create bottom-up traction in an extremely fragmented market and how growth accelerated during Covid purely fueled by their big idea, the Orbit Framework. Last but not least, he explains how having a compelling mission has helped them to attract the right talent.

Here’s one of his quotes:

Late 2019, we raised our first capital because our theory was that we need to reimagine the go-to-market tech stack based on these new ideas, these new data models, and these new mental models. Nobody’s done this, and somebody’s going to figure out what CRM will look like in the context of community. If community-driven growth of product-led growth is real, how can we retool the tech stack to make that real? There’s gonna be a retooling, but it needs to be reimagined from first principles. And the Orbit model is the thing that we’re going to try to build this on.

During this interview, you will learn four things:

  1. How a healthy and growing community de-risks and accelerates every part of your business  
  2. How to create a self-sustaining flywheel for growth around your SaaS business purely driven by content – instead of big campaigns or outbound sales.
  3. How to maximize your growth opportunity by balancing value capturing with value creation activities
  4. That starting a successful community is not about the platform you choose but about articulating why anyone would care to join your community.

For more information about the guest from this week:

 

Leave a comment or a question for Patrick or Ton