Aaron Levie recounts Box’s evolution from a single feature into a multi-product suite and full content-management platform. He explains the company’s go-to-market approach: enter as a feature because end users prefer features, then expand into a platform that customers can procure and deploy organization-wide.
So we would build out a multi product suite and then eventually a full platform approach to go and address these use cases of how companies manage all of their content. And so I think at the other side of a billion box looks much more like a platform and a suite of multiple sort of categories of products, all built on one architecture that can hopefully get procured by the customer in one simple package. And then they deploy us across our organization. That's kind of the journey we've been on. So it was one product that was very I think most people would have just said, hey, we're a feature. And actually, we saw that as a badge of honor initially, because end users don't want to buy platforms, they want to buy features. And so we got in through the feature, and then we were able to ultimately turn that into a platform.
