Scaling the Craft: James Mayes on Building Global Communities and the Strategic Exit to Pendo
Table of Contents
- Scaling the Craft: James Mayes on Building Global Communities and the Strategic Exit to Pendo
- The Executive Summary
- Key Takeaways for Business Leaders
- Detailed Discussion Points & Transcript Highlights
- Frequently Asked Questions (FAQs)
As the tech ecosystem matures, the distinction between a “database of users” and a “genuine community” has become the primary moat for enduring brands. In this deep-dive episode of The Product Podcast, James Mayes, Co-founder and former CEO of Mind the Product, joins us to pull back the curtain on a 12-year journey—from a 25-person meetup in a London pub to the world’s largest product management ecosystem and its ultimate acquisition by Pendo.
For Founders and CXOs, this discussion is a masterclass in community-led growth (CLG), operational resilience during global crises, and the nuances of preserving brand equity during a strategic exit.
The Executive Summary
James Mayes explores the evolution of Mind the Product (MTP) and the “accidental” nature of its early growth. The conversation shifts from the “ProductTank” meetups to the launch of global conferences (#mtpcon) and the pivotal moment in 2020 when the business had to “eat its own dog food” to survive. Key themes include:
- The Transition: Moving from a high-revenue, event-led model to a stable, subscription-based community during the pandemic.
- The Acquisition: Why selling to Pendo was the right move for the craft of product management.
- The Future of Connection: Why the “human element” remains the only non-commodifiable asset in an AI-driven market.
Key Takeaways for Business Leaders
1. Community is a “Slow Burn” Asset
Mayes emphasizes that many CXOs mistake an audience for a community. An audience listens to you; a community talks to each other. For leaders looking to acquire or build a community, Mayes warns that it cannot be treated as an immediate “bottom-line” contributor. It is a brand play that pays dividends in trust and customer education over years, not quarters.
2. Operational Agility: The 8-Week Pivot
When the 2020 lockdowns erased MTP’s event revenue overnight, the team launched a paid membership model in just eight weeks. Mayes attributes this success to a “back to basics” mindset—focusing on the core problem MTP solved (peer-to-peer learning) rather than the medium (physical events).
3. The “Product Evangelist” Role in M&A
Following the acquisition, Mayes transitioned to a Product Evangelist role at Pendo. He discusses the importance of editorial independence. For a community to remain credible after an acquisition, the parent company must resist the urge to turn it into a direct sales funnel, which Mayes refers to as “burning the mailing list.”
4. Hiring for Attitude Over Skill
With 15 years of background in tech recruitment, Mayes advocates for hiring people who “live in uncertainty.” In a startup environment, technical skills are the baseline, but the ability to adapt and maintain the community’s “vibe” is what scales the culture globally.
Detailed Discussion Points & Transcript Highlights
The Birth of a Global Standard
- [00:02:15] James recalls the first meetup in 2010. It wasn’t a business plan; it was “therapy for product managers.” This grassroots origin is why the community remained authentic.
- [00:12:40] Building the first conference in 2012. James mentions approaching sponsors not just for cash, but as partners who valued the discipline of product management.
Navigating the Acquisition by Pendo
- [00:22:10] Why Pendo? James notes that the alignment was about “elevating the craft.” Pendo provided the data and tools; MTP provided the community and education.
- [00:25:30] The challenge of integration. Transitioning from a lean team of 20 to a global organization requires a shift in how “success” is measured—moving from ticket sales to long-term ecosystem health.
Resilience and the Human Element
- [00:34:00] James touches on his personal journey, including his health battles, and how that shaped his view on “Rodeo”—his new venture aimed at giving event organizers “digital superpowers.”
- [00:38:15] The role of AI. While AI can sift through feedback, James argues it cannot replace the “serendipity” of a hallway conversation at a conference.
Frequently Asked Questions (FAQs)
Who is James Mayes?
James Mayes is a prominent figure in the global product management community. He is the Co-founder and former CEO of Mind the Product and ProductTank. Currently, he is the Co-founder of Rodeo and serves as a global speaker on community building and product-led growth.
Why did Pendo acquire Mind the Product?
Pendo acquired Mind the Product in 2022 to integrate the world’s leading product community into its ecosystem. The goal was to combine Pendo’s software capabilities with MTP’s editorial and educational excellence to better support the global product management profession.
What is “ProductTank”?
ProductTank is the world’s largest network of meetups for product managers, founded by the Mind the Product team. It operates in over 200 cities globally and remains a grassroots, volunteer-led initiative.
How do you monetize a community without losing trust?
According to James Mayes, monetization should follow value. Mind the Product transitioned to a membership model by offering deep-dive content, training, and exclusive networking that the community had already signaled they wanted.