Blinded by metrics? Why not think about the problems your customers have? Peldi from Balsamiq Mockups at CEO Tales, 17th April 2012.

Blinded by metrics? Think about customers.

We are pleased to invite you to participate in some of the best entrepreneur and investor networking in central London. Join us and founders, investors, senior executives from high growth businesses for quality networking and stimulating debate.

In this edition of BLN CEO Tales, we hear from Giacomo ‘Peldi’ Guilizzoni.

Peldi is the founder and CEO of Balsamiq, makers of Balsamiq Mockups, a fun little wireframing tool for programmers, UX experts and yes, even business types. Balsamiq has been a bit of a poster child for a new wave of tiny but ambitious bootstrapped tech startups, netting over $9M in sales in the first 3 years of operation, no external funding and still gathering rave reviews.

Balsamiq Mockups wireframing tools are used by over 80,000 different companies to help them design gorgeous software with ease. Peldi will be talking about how Balsamiq has become, in a very short time, one of the world’s best loved software companies.

He will also be discussing why he thinks too many software businesses are being blinded by metrics when they should be thinking about what their customer is doing. 

He will explain why he thinks the current fashion for data-driven software businesses is a bad thing and offers an alternative approach to software development – understanding what a customer is trying to achieve. An interesting counterpoint to the relentless drive to test everything, Peldi shows how understanding what customers want to do is just more important.

Peldi is a champion of the “radical transparency” trend that’s sweeping the Internet, through his posts on the popular Balsamiq Blog. You can read Peldi’s story in this blog post, or get to know him more through these interviews and his LinkedIn profile.

We promise you an evening of great food, drinks, sparkling conversation and some of the best views in London at the offices of Taylor Wessing – or your money back.

There is a small charge to attend. As ever, we offer a no questions asked refund policy if you attend and feel it wasn’t worth it.

Drinks: 18:00

Keynote Talk: 19:00, followed by networking drinks until 21:00

Address: Taylor Wessing, 5 New Street Square, EC4A 3TW, London.

Let people know you’re coming via LinkedIn and Lanyrd.

Just to get in the mood, take some time to view Peldi’s great Business of Software talk from October 2010 where he talks about what you should and should not worry about when growing your business.