{
 "company": "linkedin",
 "as_of": "2026-09-24",
 "choices": [
  {
   "id": "linkedin-p01",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Professional identity",
   "statement": "The original proposition joined professional identities through a network of known people.",
   "event_date": "2003",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "LI2"
   ]
  },
  {
   "id": "linkedin-g01",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Network before revenue",
   "statement": "The early financing pitch prioritized a professional network before proving its revenue streams.",
   "event_date": "2003",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "LI2"
   ]
  },
  {
   "id": "linkedin-g02",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Monetization experiments",
   "statement": "The company introduced job listings, subscriptions and advertising in 2005, according to Hoffman\u2019s retrospective.",
   "event_date": "2005",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "LI2"
   ]
  },
  {
   "id": "linkedin-p02",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Member profiles",
   "statement": "Members populated job history, education, skills and other professional information themselves.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p03",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Public discovery",
   "statement": "Members could choose profile information visible to the public and external search engines.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p04",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Connections",
   "statement": "The product distinguished direct connections and second- and third-degree relationships.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p05",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Invitations",
   "statement": "An invited non-member joined the network when accepting and registering.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p06",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "People search",
   "statement": "Structured filters searched professional profiles, with results personalized by the searcher\u2019s network.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p07",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Recruiter workflow",
   "statement": "Recruiter combined expanded search, project folders, notes, reminders, InMail and team collaboration.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p08",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Jobs",
   "statement": "Employers could buy job slots or self-service postings and receive candidate recommendations.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p09",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Member utility",
   "statement": "Groups and network updates offered professional discussion and information between job searches.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g03",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Free participation",
   "statement": "Most member-facing solutions were free.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g04",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Paid recruiting",
   "statement": "Employers purchased expanded candidate access and recruiting workflow through hiring products.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g05",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Self-service buying",
   "statement": "Premium subscriptions and some hiring products were sold online.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g06",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Enterprise selling",
   "statement": "Field sales sold hiring and marketing solutions to organizational buyers.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g07",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Account expansion",
   "statement": "Hiring account executives pursued new business while relationship managers renewed and expanded existing accounts.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g08",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Advertising buyer",
   "statement": "Marketing products targeted advertisers through profile attributes including role and industry.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g09",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "Invitation distribution",
   "statement": "Member invitations supplied word-of-mouth distribution without requiring paid acquisition for each new member.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-g10",
   "business": "Professional network and recruiting",
   "category": "go_to_market",
   "dimension": "International sales",
   "statement": "Sales offices outside the United States served markets including Australia, Canada, India and several European countries.",
   "event_date": "2011-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI1"
   ]
  },
  {
   "id": "linkedin-p10",
   "business": "Professional network and recruiting",
   "category": "product",
   "dimension": "Talent Pipeline",
   "statement": "Recruiter added tools to bring externally sourced candidate records into the recruiting workflow.",
   "event_date": "2012-04-24",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "LI7"
   ]
  }
 ]
}