Younes Ifguisse

"Turn operational complexity into coordinated action."

That's the headline on Freshworks' homepage. Read it again. Could you tell what they sell?

The real answer is hiding in line two: an IT help desk and customer support software, two products for two very different buyers.

So I...

I removed 2 steps from a café's booking flow. Bookings went up 30%.

No new features. Just three changes:

Cut every step that isn't the booking. Creating an account can wait until after someone has booked.

Show the price from the first screen. A total that only appears at the last...