Sarah Hawley

It also empowers them to invite their friends to be a part of this community and be a part of this brand that they love and that they enjoy.

And so that is also my background is creating community-led brands.

So it felt like a very appropriate way to do this for a company that's trying to build a whole new future of the way we work together.

So as I said, we decided on a survey.

Tactically, how we did this, very easy.

We just used Typeform.

I'm sure everybody's familiar with that.

Super easy way to create a branded tool.

And whatever you might choose in your strategy of creating hype and a wait list around what you're doing, just something simple where the tools already exist out there and you can just hack it together.

Doesn't need to be anything crazy.

And then we told people how long it would take and why we wanted to use this.

We did a bunch of social media posts and started building our email list and then emailing people regularly, getting them to help us build the future of work, co-create the future of work with us.

We spent about $500 a month boosting posts and boosting some other social media posts to just continue to grow the community and awareness around what we were doing.

And then added one of these pop-ups to our website as well so that all of that extra traffic that was coming to our website, even if they didn't do the survey or what have you, we were capturing their email addresses for pre-launch and it was just continuing rolling through that marketing campaign.

So in terms of publishing, which is what we did next, once we had created, we had over a thousand, I believe, if my number is right there, over a thousand responses to the survey.

So it was a really robust, exciting, interesting survey that we had a lot of amazing information in about the future of work.

And so we spent quite a bit of time actually in this part.

I showed you at the start the timeline.

We spent about a month actually putting this together really nicely because we knew now we had this amazing piece of marketing material that we would be able to use into the future.

That was the piece that really took a lot more time, that we spent a lot of time on design.