Why Imperfect Data Isn’t Just Bad, It’s Harmful w/ Treeverse’s Einat Orr

**Einat Orr** (0:00)
Data that is not quality data is harmful.
It's not that it's meaningless. It actually damages the organization.

**Conor Bronsdon** (0:07)
So you might have heard that back in September, we held our first ever live virtual engineering leadership conference, Interact. With over 600 engineers and engineering leaders in attendance, Interact was a big hit with our audience and produced some amazing interviews, like Maria Gutierrez's talk of scaling engineering processes, which has become our biggest episode of all time.
So I'm incredibly excited to announce that Interact will be making its return on April 7th. You can check out the whole lineup and register at devinterrupted.com/interact, which we will have in the links below. We hope to see you there.
Now on with today's episode. Welcome to Dev Interrupted. This is Conor Bronsdon. I am Dev Interrupted's executive producer and I'm here filling in for Dan Lines as host today. And it's my pleasure to introduce Einat Orr, the co-founder and CEO of Treeverse. Welcome aboard here, Einat.

**Einat Orr** (0:55)
Thank you for having me.

**Conor Bronsdon** (0:57)
Yeah, thank you for joining us. And congrats, I saw you raise $23 million in Series A funding this year. Huge stuff you're doing. I'd love to start with giving the audience the opportunity to get to know you a little better.
Can you maybe tell our listeners a bit about Treeverse and what you do there?

**Einat Orr** (1:14)
So I'm the CEO of Treeverse. We found Treeverse two years ago now.
It's like very close to our birthday. Like we're two years and four days.

**Conor Bronsdon** (1:23)
Wow, congratulations. Yeah.

**Einat Orr** (1:25)
Thank you.
So my co-founder, Oskar, who I've worked with at Similar Web, had this beautiful idea that we will talk about later. And he kind of convinced me that it's something we have to do. It was very easy to be convinced. I fell in love with the idea.
And since I felt that it's something that I understand, I understand the customer and I understand the product and I understand the technology, that is something that I would love to do. And I joined him and here we are two years later. We had a somewhat of a fight over who is going to be the CTO.

**Conor Bronsdon** (2:00)
Really? You want to be CTO?

**Einat Orr** (2:02)
Yes, he won. I was the CTO of every company I worked for in the last 15 years. But he won that debate. And I have to say, I'm happy about it. First of all, he's a much better CTO that I've ever been.
And I really enjoy being a CEO. It's a very interesting change for me.

**Conor Bronsdon** (2:22)
I definitely have a couple of questions.
I would love to hear about what changes you've experienced and why you enjoy being a CEO so much. But beforehand, I just want to compliment you on your ability to say, hey, this guy is really good at this. I can let him be the CTO and kind of give that up. I know that can be really hard for people, particularly when you've been the expert on something for so long to give that up. And it's a huge trait for leaders. That's an, I think it's important to be able to hire people who are better at you than certain things.

**Einat Orr** (2:48)
Thank you. Well, we were working together for five years before we started the company. And I trust him so much and I know his talents.

**Conor Bronsdon** (2:56)
So talk to me a bit about this transition to being a CEO. It sounds like you love the transition. You feel like you're excelling this new role. What have the changes been like?

**Einat Orr** (3:05)
It was actually great. So because it's a startup, the CEO is a single contributor. So I went back to doing things that I haven't done in years. And being a single contributor is very creative and it's fun. On the other hand, while we scale now that we're growing very rapidly, I have the opportunity to shape the organization in a way that I think would make it a winning organization. And that is something I've always enjoyed when it had to do with R&D.
And now I have the opportunity to do that over other domains as well. So I'm very excited about that. I learn all the time.
So the fact that the startup is changing constantly and the challenges are changing and evolving, it's something that is very exciting for me. I enjoy it very much.

**Conor Bronsdon** (3:47)
How big is your team now?

**Einat Orr** (3:49)
So we're now 20 and we are constantly hiring, probably 50 at the end of the year. Very exciting.