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Positioning, messaging, and ownership

Under10 Playbook

The Marketing Communications (marcom or marcomms) organization is chartered with delivering the product message to the market. You should be able to describe the position or the statement you wish to make to your marcom contact and trust them to deliver the message. Another fine distinction is the contrast of product positioning and messaging. Who defines product positioning?

Messages that stick: "The Enclave minivan"

Under10 Playbook

Do your marketing messages sound like a typical car commercial? Messaging is part of a complete product playbook This ad was mentioned in Made to Stick: Why some ideas survive and others die by Dan and Chip Heath. Good stories have the element of surprise. Unexpectedness" (if that's a word).

Elements of a Compelling Product Vision Statement

280 Group

Product Management Product Strategy Messaging VisionDo I Really Need a Product Vision Statement? According to Les McKeown, CEO of Predicable Success, it is estimated that team members make between 20-200 micro-decisions a day that impact the success of a project. A compelling product vision statement helps set the boundaries around how quickly and effectively those decisions can.[continue

What Do You Do When Someone “Steals” Your Amazing Idea?

Nir Eyal

The message was from my editor Jen. The subject line read: “did you see this?” Nir, I saw the headline on this story and thought it might be written by you—but no!” she wrote. Very weird.” I instantly clicked on the link she’d sent. It was uncanny! An article written by Christopher Mele at the […]. The post What Do You Do When Someone “Steals” Your Amazing Idea? appeared first on Nir and Far. Business Lessons Upgrading Yourself Life lessons

Die Dashboards, Die! Why Conversations Will Reinvent Software

Nir Eyal

Conversational user interfaces (CUIs) work because of our familiarity with messaging. In years to come, conversations will breathe new life into software—particularly the boring enterprise tools millions of knowledge workers begrudgingly use every day. Even the most technically complex interactions can look as simple as getting an SMS text when presented as a conversation. There […]. The post Die Dashboards, Die! Why Conversations Will Reinvent Software appeared first on Nir and Far.

Handling requests for new features in a successful product

Mind the Product

Take a messaging app as an example: the ability to send a message to multiple people might fit this category. Based on the existing app, the product team would decide whether to only allow the first message in a conversation to go to multiple people, or if multiple people could be added to the middle of a conversation and view the previous messages in that conversation.

Focusing On Your Brand Will Produce a Better Product

Mind the Product

Use product to deliver your message. If your brand is your message, your product becomes the vehicle for delivery. As product managers, you need to be able to make agile choices about product and be confident you are staying on message. We all want to build products which connect with our users and drive engagement. Brand or Product? Blurring the lines in user experience.

The Evolution of Modern Product Discovery

Product Talk

These specific tools are awesome, if you’re not familiar with them I recommend you learn about them, but here is the more important message. Product management is evolving quickly. The days of gathering requirements from business stakeholders and documenting them in long product requirements documents are vanishing. We no longer take months or years to release value to our customers.

The biggest challenge for product managers?

Mind the Product

I’ve actually had the most consistent results cold-messaging people on LinkedIn who looked like my target users and paying them to let me pick their brains for an hour or two. A few weeks ago, I invited Mind the Product readers to take part in a brief survey with a simple goal: to identify the biggest challenges product managers face in their role. Respondents by the Numbers. per response.

Outside-In User Story Example

Tyner Blain

I was part of a messaging conversation on my phone last month with three other people (a group MMS). Because I’ve helped create a messaging app before, I happen to have some insight into how the app is likely to work. When the app receives a message, it receives a “payload” which combines the message with other information about the message (data and meta-data).

The Simple Guide to Product Management

bpma ProductHub

As Fragoza explains, “To appropriately convey your message to different audiences, it’s critical to know what details to cut out to give someone a basic overview, but to still be able to recall that information and go deep when questioned about the topic.”. Contributed by Cynthia Andre. out of 5. Other jobs on the list included Data Scientist, Tax Manager and HR Manager. Exude Confidence .

The Ideal Product Marketing Candidate for B2B

High Octane Product Management

The development of messaging and collateral in today’s role is more focused on making the salesforce skilled at selling and differentiating your solutions versus creating the obligatory artifacts for the launch checklist as it was in its infancy. Wealth made simple: news and articles from IRC Wealth. This sample product marketing job description just might ruffle a few feathers. First, it’s not your typical “get the product off the shelf” job description. Second, there may be people in product marketing roles that don’t meet the requirements. Don’t sweat it.

B2B 75

One-On-Ones Are Essential – Bringing the Donuts 07/12/2016

Ken Norton

Every time you cancel or reschedule, you’re sending a message that something else How do you make the most of one-on-ones? -. One-on-ones are the most important meetings on your calendar, whether they’re with your engineering lead, designer, direct reports, or manager. They help you build relationships, clear roadblocks, and solve problems. Many of us treat one-on-ones as expendable.

Your Product is Already Obsolete – How to Survive by Des Traynor

Mind the Product

Messaging has been around since we passed notes to each other in class. Des then takes us through some of the trends affecting our industry right now, from the consolidation of apps, through artificial intelligence, to messaging and chat bots, and shares his view on how to look at them through this filter to consider how they might affect our products and companies. Really fast.

Three Superpowers of a Product Manager

Mind the Product

The important message here is that you reserve time for each other and that everybody knows that this is the place and time to show up and discuss things. My message is that both small and large data sets are important – so get familiar with both of them and use them as the third superpower in your arsenal of product manager skills. Communication Powers. Stakeholder Meetings. Slack.

Why Agile Marketing is the Key to Successful Products

280 Group

Buying audiences are increasingly fragmented, requiring a more tailored approach to content, messaging, and outreach.[continue This is a guest post by John Armstrong, CMO, Zettaset. Can Agile Marketing give you an edge? The past five years have witnessed a sea change in marketing methodologies and processes at a rate that continues to accelerate. continue reading].

Pros and Cons of Market Research Tactics

Mind the Product

To my surprise, I’ve actually found cold-messaging people on LinkedIn worked best for setting up market research interviews. When it comes to capturing the public’s imagination, few works of fiction have ever done it as well as the movie Jurassic Park did almost 25 years ago – I couldn’t believe it’s been that long either. Join Sales Calls. Talk to Existing Customers.

Paving the Cow Path and Other Stories by Simon Cross

Mind the Product

Because users were messaging from a phone their expectation of the product was based on SMS, and they were expecting their phone to buzz immediately. But Messenger is also a universal messaging app, allowing you to contact anyone on Facebook, so some would get the message as an email, or only when they were online. The Cow Path Paver. The Influencer. The Expectation Setter.

What is a Digital Product?

Roman Pichler

While the look-and-feel and the functionality of the product can trigger a specific experience—think of slow loading web sites, complex menus, or cryptic error messages that can test our patience or leave us confused—it is important to recognise that the experience people have is equally determined by their state of mind. Product. What is a product ? Is that a product? Product vs. Project.

Product Management Productivity Tip #2: Master Email

280 Group

You may be tempted to respond immediately to messages as they come in. How to Improve your Product Management Productivity by Mastering Email. As a Product Manager you can’t afford to waste time. Email sucks up your time for a number of reasons. You may read the same email multiple times. You may allow emails to get you off track from doing what is most important. continue reading].

How do your buyers learn?

Under10 Playbook

In fact, validating your product message and your sales tools may be the primary reason product managers should go on sales calls. When your work speaks for itself, don't interrupt.—Henry —Henry J. Kaiser, American industrialist, father of modern American shipbuilding. I just do not want to deal to a sales person until I'm ready. Has this happened to you?

The Dirty Dozen Roadmap Roadblocks

Product Powers

Strive to bring that message from the outside in. If a customer sees their interests in only 1 of the next 6 releases, they’ll get the message that you are not focused on them. A good product roadmap is one of the most important and influential documents an organization can develop, publish and continuously update. It’s the one document that steers the entire organization in delivering on the company strategy. It's key to success, and yet many organizations struggle to produce effective roadmaps. What Is a Product Roadmap? A good roadmap inspires. The Dirty Dozen.

Product Management for Dummies

Product Bookshelf

Positioning, messaging, and segmentation is often taken for granted and glossed over. Not just for dummies, this book is for everyone. Whether you’re new to product management, want to add to your skills, are hiring product managers, or creating a product management process this book has something for you. Product Management For Dummies by Brian Lawley and Pamela Schure. Roadmaps.

Books 33

A Product Manager’s Guide to Strong Team Communication

Mind the Product

Nobody will listen to muddled or unclear messages, unless you hold tremendous respect in the corporate hierarchy – and that respect is for the most part earned, not awarded. Product managers and their more recent Agile brethren, product owners, hold one of the most demanding positions in an organisation. Learn the ins and Especially the Outs First. Routine is a Good Thing.

How to Survive the Product Zombie Apocalypse

Mind the Product

At that point, it’s crucial to remember that killing a feature or product should be treated exactly like a release – you’ll need a clear schedule, a tested transition plan, and well-planned messaging. Survive the product zombie apocalypse with Lisa Long, product Manager at and co-founder of Six To Start (the company behind the game Zombies Run ). Prevention is Better Than Cure.

Perfecting the Stealth Launch

Under10 Playbook

Ignore the competition’s positioning and messaging. Congratulations. You’ve perfected the stealth launch! Your product is in the market but no one knows it. Or perhaps you’ve done the “product roll-out”—you’ve rolled the product out the door and then slammed the door shut. Launch complete. The goal of a product launch is to create sales velocity.

Lewis Lin’s Favorite Books for PMs

Product Bookshelf

Eliminate probing questions and error messages; no one wants to use a program that makes them feel responsible for its faults. The product management interview process is intimidating because it tests your expertise and domain knowledge in many different areas. I asked Lewis C. Customer analytics. Executive communication. User and customer empathy. Product management process. by Nir Eyal.

Books 30

The Best Product Managers are Great Communicators

bpma ProductHub

I had to be clear, concise and confident in my messages to the media. Think about it — today it is very easy for somebody to send a message across by posting video online, but is the message getting across in the way it was intended? They cannot deliver their messages in a clear and concise manner and in the way they want to deliver. Learn more.

Feature Request – Reply All

The Product Bistro

However, when Stanley can’t answer the mathematics word problem, the form reverts to merely the standard “Reply” option (to the sender), and all the people whose inboxes aren’t filled with useless messages will rejoice. (Dream sequence: Sometimes, lying awake with some passing insomnia, I muse about one of my major pet peeves: over use of the “Reply All” button on Microsoft’s “Outlook” I dream of submitting a feature request …). Some possible options: A mathematics word problem. Calculate the airspeed of an unladen Swallow.

Why you Need a Product Analytics Playbook

Mind the Product

Appboy : multichannel app lifecycle marketing, messaging, and metrics. When it comes to successfully implementing a data-informed approach to product analytics, it’s easy to find lists of tips and tactics. It’s much harder to put together a strategy you can return to time and again. Every product is different, of course. There’s not a one-size-fits-all approach. Creators.


Spice Catalyst

Entrepreneur Innovation Job Market Research Marketing Messaging Product Launch Product Life Cycle Framework Product Management Product Marketing Product PlanningFoundations in the Successful Management of Products seeks to define the secret of what makes customer-oriented products, enabling its practitioners to significantly increase its chances of success.

The Right People in the Right Roles

The Product Bistro

All that messaging, content creation, social media activity, meeting with analysts, event planning and execution, working with corporate communications, and handling launch/rollout activities. Last week, a good friend came to town and we had a chance to connect for dinner and drinks. During the course of the evening, one topic we discussed was related to an article that he read that emphatically made the case that small (and some not so small) companies often look to a single leader for “Sales and Marketing.” This reminds me of the conundrum we frequently face in product management.

Behind Every Great Product


Hate mail started streaming in from everywhere - including emails directly to Bill Gates who would forward them on to the team with messages like "this is depressing MSFT's stock price. Article: Behind Every Great Product. When I first decided to start The Silicon Valley Product Group, I had just left eBay and had some very strong opinions about what makes great product teams, and great product cultures, and while there were more than a few important thinkers and leaders on these topics, one area that I felt was under-represented was the role of product management. In 1993, Word 6.0

A Roadmap to Product Peace

Product Powers

Kissinger leveraged international toll lines, the White House’s hotline to Moscow, telegrams, couriers, recorded messages, transatlantic flights, and any other means of communication he could get his hands on. Whether it was Nixon, Brezhnev, Sadat, or Meir, before getting into detailed proposals or relaying messages, this diplomat and strategist (not a bad description of a good product manager) would remind everyone what they were trying to achieve. He was confident, however, that it was all a mistake; each side was really misreading the intentions of the other. It is.

Moving from Solutions to Problems

Folding Burritos

This will keep the person satisfied and at least send the message that ‘not everything goes.’. People from all over the company come to you with feature requests and ideas. From minor things like UI tweaks to major ones like a new Search feature. Depending on how pushy and persistent stakeholders are in support of their feature, you might be forced to eventually let it through. features.).

TEI 097: How product managers pitch and sell ideas to managers – with Chris Westfall - The Everyday Innovator – Resources for Product Managers and Innovators

Product Innovation Educators

Truth to power – being good at raising inconvenient truths and not running away from an unpopular message. His message to product managers and organizations to understand the new rules of engagement is simple: use authentic persuasion that’s not pushy, “sales-y” or fake. Truth to power – being good at raising inconvenient truths and not running away from an unpopular message.

Virtual reality and your product development process

Mind the Product

Will we have our email, Slack, and text messages simulacra or find that businesses begin to run on messaging systems native to a virtual environment? After years of false starts and incremental improvements, 2016 is the year where virtual reality (VR) has finally arrived. Investment and interest in virtual reality. Investment in VR (and augmented reality) is pouring in. Wrapping up.

How to Deal with “Sinatra” Stakeholders

Folding Burritos

As you move forward, spreading out the right information to the right people at the right time is critical to send a clear message that you care for them and are doing what you can to deliver on what was planned. We’re part of a larger team and that means interacting with a broader group of people with direct or indirect interest in the product: our stakeholders. The Cause: Misalignment.

The Importance of Listening to Your Customers by David Cancel

Mind the Product

He points out that with the rise of messaging software customers can easily give you one to one feedback in real time. Drift founder and CEO David Cancel spoke about the importance of listening to your customers at this year’s London MTPCon, and gave us some apposite examples of what can happen when companies listen to their customers and when they don’t. Why do we need to listen? billion.

Progress, Not Products

Product Bookshelf

One of Christensen’s core messages is that all data is biased and is prone to mis-interpretation. Use empathy and active listening to discover “jobs to be done”, the progress customers want to achieve in specific circumstances in their lives. Jobs provide the causal factor to explain why customers choose one product over another. Three attributes of jobs to be done.