“What was the moment this product clicked?” —
A team lead or department head at a company of 50–300 people who uses Monday.com as the primary place their team tracks work. They may not have chosen Monday — it was often adopted company-wide because the CEO liked the demo. They've made it work. Their board is actually used. They've built automations their team quietly depends on. They spend 30–60 minutes a day in Monday and would describe it as "pretty good once you know what you're doing," which is a backhanded compliment they mean sincerely.
What are they trying to do? —
What do they produce? —
Their team has just absorbed a new function. The people coming in used Trello. The new manager wants a combined board that shows both teams' work and a dashboard for the VP. There are 8 people, 3 different workflows, and 2 board structures that don't map to each other. They have until end of week to have something that doesn't embarrass anyone in the leadership review.
Leads a team of 4–12 people. Uses Monday Business. Has built 3–6 boards for different functions — projects, requests, hiring pipeline, team OKRs. Uses automations for status-change notifications, due date reminders, and integration with Slack. Connects to Google Drive for file storage. Has tried the Forms feature. Has a dashboard that automatically updates for leadership — it was 4 hours to build and 0 hours to maintain, which they consider a success. Has onboarded new teammates to Monday at least five times; the onboarding is getting faster.
Pairs with `asana-primary-user` for comparative PM tool design and feature benchmarking. Contrast with `linear-primary-user` for the generalist team lead vs. engineering team tool philosophy. Use with `remote-manager` for distributed team visibility and workflow design scenarios.