The product is the most important aspect of your company. Start with design, as it's how customers interact with your product and what they see and feel.

We found that our marketing efforts, including viral videos, significantly increased user engagement and brand awareness. It's crucial that every user understands the product's purpose, which also applies to our marketing efforts, ensuring that our messaging is clear and relatable to the audience.

In pursuit of price discovery, we discovered the Zestimate, which became our killer feature, providing real-time estimated values for homes, akin to a stock chart, appealing to homeowners who care deeply about their largest asset.

When we launched Zillow, millions of users flocked to the site due to positive press from influential tech journalist Walt Mossberg, but our server crashed under the traffic, leading to a memorable headline about our popularity.

When pitching a product, it's crucial to articulate a unique belief about the problem being solved, rather than just focusing on the product features.

When launching a product, focus on your customers' needs rather than your competitors' features; it's about doing one thing exceptionally well.

At Zillow, we built a PR data distribution infrastructure to feed local newspapers with housing data, capitalizing on the constant demand for housing news, which helped establish our brand without spending on traditional advertising.

The idea for Zillow emerged from recognizing the lack of transparency in the real estate market, where basic information like home prices was hard to find online.

Defining something our customer wants and featuring it in our marketing materials will open a story gap, but we must pare down the customer's ambition to a single focus.