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VSCO CEO Eric Wittman shares how they finally found their story.

And why having great products isn't enough if you can't say what they're for.

In this episode of Own Your Category, Eric Wittman, CEO of VSCO, joined Josh to break down how a platform built for photographers spent years with the right product vision - and the wrong words to describe it. Until now.

We covered:

  • Why "where photographers turn pro" unlocked everything else
  • How VSCO went from consumer app to professional OS
  • The difference between hiring a writer and doing the actual category work
  • Why Eric stopped rewriting marketing copy the moment the strategy artifacts existed
  • And what a LinkedIn post with 1,871 likes tells you about finding your community's nerve

Links:

Follow Eric Wittman → https://www.linkedin.com/in/ericjwittman/

Learn more about VSCO → https://vsco.co 

Learn more about Gold Front → https://goldfront.com 

Work with Josh → https://tally.so/r/wQvNzp

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