In a Jason Lemkin piece on SaaStr, Intercom CPO Paul Adams describes what happened to his design team over the last 18 months:

Every single designer at Intercom now ships code to production. Zero did 18 months ago. The mandate was clear: this is now part of your job. If you don’t like it, find somewhere that doesn’t require it, and they’ll hire designers who love the idea.

Not a pilot program nor an optional workshop. It was a mandate. Adams basically said, “This is your job now, or it isn’t your job here anymore.” (I do note the language here is indifferent to the real human cost.)

But the designers-shipping-code mandate is one piece of a larger consolidation. Adams applies a simple test across the entire org: what would a brand new startup incorporated today do here?

Would they have separate product marketers and content marketers? Or is that the same job now? Would they have both product managers and product designers as distinct roles? The answer usually points to consolidation, not specialization.

There it is again, the compression of roles.

But Adams isn’t just asking the question. He took over two-thirds of Intercom’s marketing six months ago and rebuilt it from scratch—teams, roadmaps, calendars, gone.

All of the above is a glimpse of what Matt Shumer was talking about in “Something Big Is Happening.”

The way the product gets built has changed too. Adams describes Intercom’s old process versus the new one:

The old way: Pick a job to be done → Listen to customers → Design a solution → Build and ship. Execution was certain. Technology was stable. Design was the hard part. The new way: Ask what AI makes possible → Prototype to see if you can build it reliably → Build the UX later → Ship → Learn at scale.

“Build the UX later” is a scary thought, isn’t it? In many ways, we must unlearn what we have learned, to quote Yoda. Honestly though, that’s easier said than done and is highly dependent on how forgiving your userbase is.