So, what’s the TL;DR of how Lattice scaled past $100M ARR?
- They pivoted fast when their original idea didn’t work.
- They built a brand through content, podcasts, and thought leadership.
- They fostered an engaged community that felt exclusive and valuable.
- They made design a priority, setting them apart from outdated HR platforms.
It wasn’t just about selling a product—it was about owning the conversation in HR. And that’s why Lattice isn’t just another SaaS company—it’s a brand HR leaders trust.
Read on to find out more.
Lattice wasn’t always the HR powerhouse it is today. In the early days, it was an OKR software that didn’t quite take off.
But instead of packing up, they listened, learned, and pivoted—first into performance management, then into a full-fledged people management platform.
Why the pivot? Two key things:
- Running a failed product taught them a ton about what HR teams actually needed.
- The industry was shifting—HR wasn’t just about tracking goals anymore. Continuous performance management was becoming the big thing.
With that, Lattice was on its way. But great products don’t sell themselves. They needed a strategy to break into a competitive space.
Building a Brand That Stuck
Lattice didn’t just want customers—they wanted a movement. So they went all in on brand-building, and one of their smartest moves? Launching a podcast.
Launching a Podcast
Enter the All Hands Podcast, where they sat down with VPs of People from Reddit, Pixar, Costco, HubSpot, and more. It wasn’t just about product talk—it was about real conversations on what makes workplaces thrive.
But they didn’t stop there.
They clipped the best moments from each interview—powerful quotes, actionable insights, and engaging stories—and blasted them across social media. This simple tactic kept their content fresh and reached a wider audience without extra effort.
A single interview, webinar, or even a Twitter thread can be repurposed into blog posts, short clips, or LinkedIn updates.
They also stayed consistent, growing the podcast into a long-term asset. Now four seasons deep, it’s hosted by Katelin Holloway (ex-VP of People at Reddit), cementing its credibility in the HR space.
For founders—even with the smallest companies—this approach is a game-changer. You don’t need a huge budget to turn long-form content into multiple shareable pieces.
A single interview, webinar, or even a Twitter thread can be repurposed into blog posts, short clips, or LinkedIn updates.
Lattice proved that by showing up consistently and sharing real value, they became more than just a product—they became a trusted voice in their industry.
Creating a Community That Felt Like a VIP Club
Lattice knew that owning a space isn’t just about selling—it’s about building a community. So they created a Slack group for HR leaders and did three things differently:
- It felt exclusive – You had to apply to join, ensuring only people who genuinely cared about the space got in. This made the group more valuable and built a sense of belonging.
- No sales nonsense – Sales reps weren’t allowed to pitch, so discussions stayed authentic, focused on real challenges and solutions rather than product promotions.
- It wasn’t all business – The group wasn’t just about Lattice; it covered everything HR pros cared about—from hiring struggles to leadership strategies.
This simple but intentional approach paid off. Instead of a forgotten Slack channel, they built an engaged, self-sustaining community that grew from 11,000 to over 22,000 HR leaders.
For founders, even with the smallest companies, this proves that community-led growth isn’t about scale—it’s about value. A well-curated space where people feel heard, respected, and free from sales pressure can turn into a powerful marketing engine.
Winning With Good Design
Beyond content and community, Lattice had another secret weapon: killer design.
Most HR software looked… well, like HR software—clunky interfaces, overwhelming menus, and dashboards that felt like they were built in the early 2000s. Lattice saw an opportunity to flip the script.
A Fresh Take on HR UX
Instead of treating HR tools like boring admin software, they designed for the end user—the managers and employees who would interact with it daily. The interface was:
✅ Clean and intuitive – No more getting lost in confusing menus. Everything was structured to feel lightweight and effortless.
✅ Visually appealing – Simple typography, soft color palettes, and modern UI elements made using Lattice feel more like a premium app than an outdated enterprise tool.
✅ Employee-first design – HR software is usually built for HR teams, not the employees who actually use it. Lattice reversed that thinking, focusing on usability for everyone in the company.
By prioritizing good design, Lattice:
- Differentiated itself from competitors like Culture Amp and 15Five, whose interfaces weren’t as polished.
- Made HR software feel less like a chore, which increased adoption and engagement inside companies.
- Created a competitive advantage—when customers compared tools, Lattice’s UX stood out immediately.
For founders, this is a lesson in product differentiation.
In crowded markets, great design isn’t just a nice-to-have—it can be your moat. Even if you’re competing with bigger players, a well-designed experience can make your product the obvious choice.
