Lobie

Lobie repositioned doctor-scheduling CRM as 'making the lobby digital'

Sam invested in Lobie.com because the founder reframed an archaic doctor-appointment CRM as 'making the lobby digital'—a positioning that made an unglamorous category sound compelling. The founder had already built and sold a company in the space.

“he was like, we're making the lobby digital. And like, and I, that's so much better than creating, than saying we are creating software. That's just a CRM for a doctor's office. And I'm like, they're like, no, we're making the lobby room, the lobby digital. We're going to save people so much time.”

Steal thisReframe a boring software category around the human experience it improves, not the technical category it belongs to.