On this week’s episode of Product Love, I sat down with Cai GoGwilt, the CTO of Ironclad. Ironclad is digital contract management software that lets companies design and deploy any type or complexity contract on their own. In this episode, we talked a lot about core values and evangelizing the product.

Ironclad has four values: intent, drive, empathy, and integrity.

We dove into one of my favorite topics and core values, as well — empathy. Cai shares that empathy is at the front and center of the company. They care more about their users than their competitors. The team is obsessed with lawyers, and contracts but that obsession leads to relentless focus on the user from an empathetic perspective. They try to put themselves in the customers’ shoes.

We also talked a lot about evangelizing the product in the company. There are practices they put in place to foster the importance of the product. Their CS and sales teams are the ones that write up tickets and issues on user stories. The synthesis for product feedback is often written in thoughtful ways. Ironclad also encourages employees to be more specific about a customer problem. What is the user trying to focus on? What is the scenario? Who are the different users? Ironclad also hosts bi-weekly showcases where they share what the team is working on. But the secret to evangelizing the product? It all starts caring deeply about the user.

Want to know more about Ironclad’s core values, and how that plays into their product? Or their market space? Check out the episode above.