Rebranding Yourself in 2018 with Nathan Barry

For the curious…

On July 2nd, Convertkit announced they’d be rebranding to Seva. So I reached out to talk to Nathan Barry about the process of designing a new brand name in 2018.

Show Highlights

1:30 Why Nathan changed the name of his company and how Amazon influenced this huge decision.

5:01 Why Aweber and Constant Contact are going to fail and why Drip’s rebrand didn’t resonate with current customers.

9:32 Whether Nathan would blog if he were starting his company today.

17:47 How to actually promote your content in a smart way that optimizes for the long-term.

38:43 How freelancers should think about the problems a CEO of a large-scale business before they pitch them.

Here’s a bit of our conversation:

Robert Williams:

Tell me more about this concept you mentioned in your explainer video about why you’re changing the name of your company from ConvertKit to Seva:

Today is day one all over again.

Nathan Barry:

Early on, I was just trying to build a simple SaaS company and ConvertKit worked well as a name for that.

But my vision for the company has changed.

The way that I think about it goes back to something Jeff Bezos talks about.

They treat everyday at Amazon as if it’s day one.

If you were just starting today how would you do it?

Too many companies tell themselves: “I wish we weren’t 8 years along so we could design the product differently…”

Last year we asked ourselves: if we were starting from scratch what would we name the company? And we realized it wasn’t ConvertKit.

Robert Williams:

Do you think this is a framework that’s others should use on their business?

Should everyone be asking what I would change if I could go back to day one, knowing what I know now?

Nathan Barry:

I think so.

You don’t want to just get stuck down a direction because it’s what you chose years ago.

Everyone knows Aweber and Constant Contact as email marketing products because they’ve been around forever.

I think both of those companies are way too scared to re-invent themselves.

They’re counting their stacks of money.

And they’re going to fail as businesses.

They’re not going to last because they’re not willing to totally re-invent themselves.

The classic example is Apple killing off the iPod and replacing it with the iPhone. A ton of revenue no longer existed.

But they knew if they didn’t replace themselves and make themselves obsolete, someone else would.

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