Coaching Transformation: Inside Datasite's Radical Transformation to a Product Model Powerhouse
Coaching Transformation: Inside Datasite's Radical Transformation to a Product Model Powerhouse  
Podcast: Product Therapy
Published On: Thu Jul 24 2025
Description: Christian sits down with Doug Cullen and Thomas Fredell to recount how the trio transformed Merrill Corporation into Datasite. Learn from the real stories, strategies, and tactics that turned a 50y/o company into a modern product model powerhouse.–Today’s discussion unpacks:The immense benefits of Datasite’s transformationThe kinds of challenges that arise in a transformation processHow to align stakeholders around a transformationThe all-important interpersonal side of successful transformationAdvice for anyone going through a transformation process–References:Changing How You Solve Problems: https://www.svpg.com/changing-how-you-solve-problems/Cloud Foundry: https://www.cloudfoundry.org/Datasite (Formerly known as Merrill Corporation): https://www.datasite.com/Digital Transformations: Datasite: https://www.svpg.com/podcasts/digital-transformations-datasite/?utm_source=chatgpt.comGood to Great by Jim Collins: https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996Microservices Architecture Style: https://learn.microsoft.com/en-us/azure/architecture/guide/architecture-styles/microservicesMongoDB: https://www.mongodb.com/SVPG’s Transformation Series: https://www.svpg.com/transformation-series/ Transformation Defined: https://www.svpg.com/transformation-defined/–Where to find SVPG:SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/Other books: https://www.svpg.com/books/Articles: https://www.svpg.com/articles/Workshops: https://www.svpg.com/Videos: https://www.svpg.com/videos/–Where to find Christian Idiodi:LinkedIn: https://www.linkedin.com/in/cidiodi/–Where to find Doug Cullen:LinkedIn: https://www.linkedin.com/in/dougcullen/–Where to find Thomas Fredell:LinkedIn: https://www.linkedin.com/in/fredell/–Timestamps: (00:00) Intro (01:02) The results of this transformation (03:21) Why Doug and Thomas joined the company (07:07) The company before transformation (12:17) First steps on the transformation journey (15:11) Near misses on the road to success (16:37) How do you pitch transformation to a board? (18:56) Finding the courage to make difficult changes (20:24) Uniting teams around transformation (26:51) The importance of building trust(31:29) Roadbumps on the transformation journey (37:18) Transforming the tech foundations(41:01) The importance of real customer discovery (45:28) Shifting how choices are made (49:06) Merrill's key transformation outcomes (50:08) Closing advice for transformations–Disclaimer:While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/–Production:Production by ⁠supermix.io