The company repositions itself as a communications and collaboration platform for the enterprise — and, in doing so, offers up some valuable lessons for IT and business leaders coping with the impact and fallout of digital transformation.
During last week’s Atlassian Summit, the company rolled out a brand new logo and look. One audience member expressed their disapproval on Twitter: “Jeez! It’s about the @Atlassian logo again. Who cares? So self absorbed.”
In this case, however, I don’t think it was a mere branding exercise. Atlassian used the rollout of its new logo to signal something much bigger: a repositioning of the company as a communication and collaboration platform for the enterprise.
Atlassian’s co-CEO, Mike Cannon-Brookes, explained that the original logo reflected their heritage as an IT support business — rooted in Jira, the company’s flagship product. According to Cannon-Brookes, the new logo more accurately symbolizes the value the company delivers to its customers and which its products embody: teamwork, collaboration, compassion and even a little fun-spirited competition.
This significant, yet subtle shift in focus was evident throughout the event. From the extensive integration of Trello — the project management tool the company acquired earlier this year — to the launch of Stride, its new team communications product, to the new Atlassian Teamwork Platform, which will underpin all current and future products, this shift was apparent. It was also evident in the proliferation of business-oriented plug-ins and add-ons in its growing marketplace. It was clear that the company aims to be much more than an IT software company.
Read the entire article at https://www.cio.com/article/3227008/leadership-management/atlassian-means-business.html
Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, ServiceNow and Compuware are Intellyx customers. None of the other organizations mentioned in this article are Intellyx customers. Atlassian covered Charles Araujo’s expenses to Atlassian Summit 2017, a standard industry practice. Image credit: Charles Araujo.
