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Digital agency Invoke has a habit of creating products instead of purchasing them. HootSuite, a third-party client for accessing social networks like Facebook and Twitter, is the most successful of the in-house tools that the company has launched as products.
When Dario Meli, David Tedman, and Ryan Holmes launched the company in 2006, they weren’t necessarily planning on selling products. But as they developed the tools that they needed, they discovered other agencies needed them as well. Today more than 800,000 people use HootSuite.
In 2010, HootSuite spun off of Invoke to form an independent company. We talked with Dario Meli, a co-founder of both companies, about his advice for identifying opportunities, the importance of maintaining focus, and what he’s learned as a founder of a constantly evolving company.