[sskates]

It's very difficult to impossible to measure the impact of PR on the company. I can say that broadly we've not been well known since we started Amplitude and it's driven me crazy as CEO. There are a lot of conversations about product data we just never end up in as a result.

We didn't have someone managing it internally until recently. We just hired some phenomenal communications people and they've done an outstanding job with PR for our public listing (incredible work Darah, Jenna, and JJ!). I'll update you on the results but hopefully we're in many more conversations!

Having a strong point of view helps a lot. You have to find your voice on it. My views on direct listing which is a new hot topic certainly helped a bunch.

We heard the pitch from a number of bankers and it was clear Morgan Stanley's expertise on the process was the best. The fact that they did Asana as well as most other direct listings helped too.

I came to wanting to do a direct listing for Amplitude through my own study of the options. The path of least resistance would have been a traditional IPO.

Your goal during the process is to minimize volatility of your stock. Jumps in the price from imbalances in supply and demand make people unhappy because it means someone is getting a raw deal and there is imperfect information (which is the biggest part of why I don't like traditional IPOs). There was definitely a bunch to learn from previous direct listings where there was higher volatility.

[Jugurtha]

Thanks for taking the time. This thread has been more valuable than any interview you gave. The CNBC one[0] sucked as they invited you but you did not get the chance to speak. I don't know what they were thinking.

- [0]: https://www.cnbc.com/video/2021/09/28/amplitude-ceo-on-going...