Welcome to another episode of Build on Seeking Wisdom.

This is Maggie.

And today I'm so lucky and excited to have Sandia Hegdi with me doing something a little

different than usual because she's actually

the global VP of marketing at Amplitude, a leading product analytics software and was in products

before. She was a general partner at Klosla Ventures, a product manager, and the list goes on.

So Sandia, welcome to seeking wisdom. Thanks, Nagy. Delighted to be here. So there's so much I want to dig into,

especially in product analytics, since you're at the epicenter of that over at Amplitude. But first,

I have to ask about your switch to marketing. I honestly haven't seen a ton of people make that leap.

And I'd love to hear kind of your journey to amplitude and why as part of that you

switched from product into marketing. Yeah. When I joined Amplitude first, I was already kind of

for, you know, not your typical product manager, but I joined as the lead product manager

in Amplitude because I was really passionate about product data science.

As an early stage investor, I have worked with so many companies that get something right and like find kind of luck their way into some product market fit.

But the first time that something they ship does not work, they can't understand why.

And often they struggle to kind of invest in the right

analytical frameworks needed to really understand customers at scale when you go past that

kind of early fit where, you know, you know who your 100 power users are and like they are

your compass and now you have too many of them and you

don't understand what's changing so what we've been really passionate about making sure that you

have the right kind of data investments made in a company that you can really take advantage of

that moment when you find fit and continue to take advantage of it as

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