{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"How to Win podcast with Peep Laja","title":"How Alex Kracov made Lattice a go-to name for HR professionals","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/bac0a2e7\"></iframe>","width":"100%","height":180,"duration":1976,"description":"Alex Kracov, former VP of marketing at HR and people management platform, Lattice. We hear about the importance of building a people-focused culture around a people-focused platform, and building a non-sales oriented community of HR professionals using online tools and real-world events to ensure mental availability among potential clients. I weigh in with my thoughts on combining copy and design in unison to build brand differentiation and stand out among a variety of similar products, and how to find and grow your niche as a new market entrant.","thumbnail_url":"https://img.transistorcdn.com/Q_fMwUWHo4tPx2uw4iDtzmWYAi2h5TryAVNt3AUO4fo/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzIyNTE3LzE2MjU1/MDE5ODUtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}