Lessons from Google Maps' pricing crisis: Thor Mitchell (ex Google, Miro, CPO Executive-in-Residence)

In this interview on Product Unplugged, Thor Mitchell, former Google Product Manager, discusses the challenging transition of Google Maps API from a free to a paid service in 2011. He shares insights about making strategic pricing decisions without market data, managing public backlash when major customers like Foursquare departed, and ultimately reducing prices by 87% in response to user feedback.

Product Unplugged is a virtual video interview series that goes behind the scenes of product innovation. Each episode features an in-depth case study of a product or feature launch, told by the people who built it.

Hosted by Mike Belsito, this series explores the entire journey—from the early spark of an idea to overcoming roadblocks and achieving success. We’ll uncover the wins, the lessons learned, and the creative processes that drive product excellence.

With episodes showcasing insights from top companies and rising product leaders, Product Unplugged is your backstage pass to the world of product creation. Tune in for practical strategies and real-world inspiration to fuel your own product journey.