Many companies, especially those started by engineers, initially focus on building a great product. However, as they grow, maintaining organized and scalable information architecture (IA) becomes challenging. This talk highlights the importance of IA for a company’s success, using a mobile app company as an example to illustrate the issues and provide solutions. A well-structured IA ensures sustainable growth, user-friendly products, and aligned teams, ultimately enhancing the product, user experience, and overall organization for continued success.