Brand Identity For Product Management & Product Marketing: 5 Components


Strong brand identity builds trust and motivates people to buy your products and services. In B2B organizations the same concepts apply to product management and product marketing teams for the same reasons. Engineers get paid to design and build products, and so on.

The Playbook for Achieving Product-Market Fit

Mind the Product

Why Products Fail. One of the main reasons why products fail is because they don’t meet customer needs in a way that is better than other alternatives. That is the essence of product-market fit. In this talk at ProductTank San Francisco, I share advice from my book The Lean Product Playbook on how to achieve product-market fit. The Product-Market Fit Pyramid. My Product-Market Fit Pyramid consists of five layers.


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The Product Market Fit Engine by Rahul Vohra

Mind the Product

After working on a product for over two years without launching it, Rahul Vohra knew that he had to do something different. In this ProductTank San Francisco talk, Rahul , CEO and Founder of Superhuman , shares with us a framework for determining product/market fit and optimizing until you achieve it. Measuring product/market fit. Their team was busy working and coding the product but nothing had been officially released yet.

The Simple Phrase at the Heart of Product Marketing


Like any other field, product marketing has its set of tried and tested methods–market research, customer personas, buyer journeys, competitive analysis, ideal customer profile, positioning, messaging, and so on.

Finding Product Market Fit: Thinking Models and Frameworks. Attend the #GrowthTalkies Workshop by Vikrama Dhiman (Head of Products at Gojek)


Mental models are frameworks that give people a representation of how the world works. In the upcoming episode of #GrowthTalkies, learn how to go about finding product-market fit using different thinking models and frameworks, from the Head of Transport Products at Gojek, Vikrama Dhiman.

Mastering the Problem Space for Product/Market Fit by Dan Olsen

Mind the Product

The term Product/Market Fit was coined by Marc Andreesen back in 2007 and it’s been a key goal for any new product or startup ever since. In this talk from Mind the Product San Francisco, Dan Olsen, the author of The Lean Product Playbook , tackles the key components of product/market fit and how to achieve it. The Product/Market Fit Pyramid.

An 8-Step Framework for Product Growth by Sylvia Ng

Mind the Product

As a product professional, your company is looking to you to meaningfully change the bottom line. If you want to seriously develop a product growth competency, how do you ensure success instead of just haphazardly launching new products and features? In this ProductTank Toronto talk, Sylvia Ng shares her eight-step framework for product growth developed from being part of teams at Google, eBay, and 500px to show you how to meaningfully scale your company.

Why Product Market Fit Isn't Enough

Brian Balfour

This post is an introduction to a five part series where I explain for frameworks you need to align to grow to a $100M+ company. This is a question I’ve pondered for a long time and have pieced together a framework to explain the difference. The framework has many implications for how you seek out growth and build a company. Before I explain the high level framework, we need to start with what the difference between these two types of companies isn’t.

Will Just-In-Time Learning Be the New Paradigm For Product Managers & Product Marketers?


For product managers and product marketing managers, a host of real-world situations come to mind where just-in-time learning has tremendous value. A few examples: You’ve recently acquired another company and your executives ask for a comprehensive portfolio analysis to determine the most lucrative markets for the combined companies. You’ve got an idea for a new product and you’re asked to create an MRD. Just-in-time learning is not a new concept.

The Four Primary Components of Product Marketing


Product marketers are indispensable to the success of a product company. They’re a rare blend of sales, marketing, communications, product team, and subject-matter expertise. They articulate your product’s purpose and play a critical role in scaling that unique positioning across your team. But… what do product marketers do? And to simplify product marketing, I’ll use something we’re all familiar with: Fast food.

The Key Hard and Soft Skills for Product Marketers

Pragmatic Marketing

Enter Christy Hecht’s real-world description of interconnected skills—three soft and six hard—for PMMs in an AMA via Sharebird , the place to see how people at top companies do product marketing. Hecht is the director of product marketing at Envoy , a privately held, 150-employee visitor management software company in San Francisco. “There are nine skills that are the most important for a product marketer to have,” Hecht said.

The Key Hard and Soft Skills for Product Marketers

Pragmatic Marketing

Enter Christy Hecht’s real-world description of interconnected skills—three soft and six hard—for PMMs in an AMA via Sharebird , the place to see how people at top companies do product marketing. Hecht is the director of product marketing at Envoy , a privately held, 150-employee visitor management software company in San Francisco. “There are nine skills that are the most important for a product marketer to have,” Hecht said.

The Product Market Fit Engine | Rahul Vohra, CEO, Superhuman | BoS USA 2018

Business of Software Conference

This will change the way that a lot of people think about product market fit, BS metrics, understanding the needs of the people that really matter. Jared Spool’s excoriation of the use of NPS by marketing departments had struck a chord earlier in the week. Rahul shared an incredibly simple framework Superhuman uses for understanding their customers. “How would you feel if you could no longer use this product?” You have Product-Market Fit.

How Superhuman Built an Engine to Find Product/Market Fit

First Round Review

Superhuman founder and CEO Rahul Vohra walks us through the framework his startup used to make product/market fit more actionable, detailing the survey and four-step process that were key to measuring and optimizing it

How Superhuman Built an Engine to Find Product/Market Fit

First Round Review

Superhuman founder and CEO Rahul Vohra walks us through the framework his startup used to make product/market fit more actionable, detailing the survey and four-step process that were key to measuring and optimizing it. Continue reading at First Round Review »

How To Write A Product Marketing Manager (PMM) Cover Letter

PMLesson's Ace the PM Interview

In preparation for applying to Product Marketing Manager roles, the standard application suite applies: a resume, cover letter, and maybe some additional materials like references or transcripts. prior PMM experience like developing go-to-market strategy or developing messaging frameworks), that’s great! At Current Company, I worked on a go-to-market plan for a new product under our hero brand that was projected to result in $5M+ incremental revenue.

The Art and Science of Marketing: How Product Marketing and Demand Generation Should Work Together to Optimize [Spend]


Product marketing and demand generation have long found themselves on opposing sides of marketing teams. Product marketing art vs demand generation science. Product marketing also has influence over what a company’s brand looks like.

How we used the Superhuman Product-Market Fit to learn what to build and whom to target

The Product Coalition

How we used the Superhuman’s Product-Market Fit model to learn what to build and whom to target A few months back I read an amazing Blog post by Rahul Vohra about how Superhuman was able to reach Product-Market Fit. In short, the blog suggests using a Survey with the goal (set by Sean Ellis ) of: Getting 40% of your users saying that they would be “Very Disappointed” if they could no longer use your product.

Establishing a market-led culture with a Product Management framework


SnapComms is a medium-sized New Zealand software company who wanted to evolve its sales-led culture into a market-led culture. After hearing Rich Mironov talk about the slippery slope of sales-led companies , they decided to learn about Product Management. Immediately after the course, the company invested in six months of organisational product coaching with myself, Brainmates’ New Zealand Product Coach , to help embed the new product mindset.

Building a Growth Framework Towards a $100 Million Product

Brian Balfour

This post is the HubSpot Sales case study that illustrates the concepts of the 4-Fits Framework, a 5 post series in which I explain the four frameworks you need to align to grow to a $100M+ company. The journey was one with many twists, turns, and lessons which I've boiled down into the Four Fits Framework that I went through in the past five posts. This post is an overview of the first two years (2014 - 2016) of the product where I was involved.

TEI 265: A 6-part framework to make sense of your product projects – with Steve Johnson

Product Innovation Educators

How product managers can use the Planning Canvas to go from an idea to making money. Our guest, the exceptionally well-known Steve Johnson, has a similar tool for product projects called the Planning Canvas. It is an organized canvas consisting of six categories for creating a product plan. Summary of some concepts discussed for product managers. [2:16] Product management should take a back seat to development. Steve’s book, Turn Ideas in Products.

How to Analyze the Health of Your App’s Product-Market Fit Through Growth Accounting


At Tribe Capital , our goal is to be great at recognizing and amplifying early-stage product-market fit. We believe that in order to achieve this goal we need to have standard quantitative approaches to understanding product-market fit. As part of achieving our mission, we have shared our base level frameworks The growth accounting framework enables us to decompose top-line growth into standardized components that can be used to understand the growth of MAU.

The Universal Product Management Framework: 3 Questions and an Org Chart


There’s a universal product management framework that takes product management, product marketing and sales enablement down to the lowest common denominator. If you’re in product management , the answers to these questions are the foundation of your requirements documents, product plans, user stories, etc. Product Portfolio Management and the Rise of the Market Owner Role. The Product Management Career Ladder: Tactical.

The Hunt for Product/Market Fit

Sachin Rekhi

The hunt for finding product/market fit in an early-stage startup is an elusive one, often fraught with chaos, and certainly never easy. I've led the hunt for product/market fit in 3 startups that I co-founded and also had the opportunity to do so for 3 new products launched at established tech giants LinkedIn and Microsoft.

How Product Marketing and Product Management Should Collaborate in Today’s Tech World


Product management and product marketing are becoming essential roles in the digital world we live in. Companies that don’t have strong product management and product marketing functions run the risk of losing market share to more strategically focused teams. Aligning objectives of product marketing and product management can give companies a competitive advantage. Product Management (Focus on the User).

Dear Strategy: 074 Jobs To Be Done (and Other Frameworks)

Dear Strategy

Dear Strategy: “How do I best operationalize the ‘Jobs To Be Done’ framework in my everyday strategy work?”. . At least once a month, I get a question (sometimes officially and sometimes casually) about some framework or another that has been popularized in some way or another and has become the latest “thing to know” on the job. That’s not to imply that the creation of these frameworks is at all a bad thing. Well the same thing applies to using frameworks.

Optimizing for Product-Market Fit | Free Online Hangout with Rahul Vohra

Business of Software Conference

Did you know that you can measure Product-Market Fit? When building Superhuman (the world’s fastest email experience), Rahul Vohra and his team built a Product-Market Fit Engine – a way to measure and optimize for PMF. In his talk at Business of Software Conference USA 2018 , Rahul laid out the framework they used to improve Superhuman’s Product-Market Fit. Hangouts 2018 Hangout product Rahul Vohra USA

Introducing the Bain Public SOAP™ Product Leadership Framework. A Practical Definition.

Bain Public

Bain Public’s SOAP™ methodology and tool offers a full picture of your product strategy, tactics, metrics and roadmap all in one place. It breaks product innovation in 3 steps -- Product Mission, Product Blueprint and Roadmap Pillars.

Product to Product: Drift’s Matt Bilotti on the Burndown framework


Welcome to the second episode of Product to Product —a podcast for / by product people. Listen below: This episode features Matt Bilotti , product manager at Drift. Matt recently co-authored an ebook with Drift’s CEO, David Cancel, called “ Burndown: A better way to build products.” The ebook explores the Burndown framework that Drift’s product team has adopted for product development.

Product Market Opportunity ? Part III, When To Launch An IoT Smart Home Product

Bogdan Coman Says

I started this series from a discussion around few beers with a fellow product friend… Is there any true market potential for consumer IoT devices today? ? Would we invest time and money in a smart lock product today? ? TL;TR from the first two parts: Market adoption ?—?it it measures the utilitarian value of the product. Or the market value. How people perceive a certain technology or product. It maps the emotional value, not the market adoption.

The Four Components of Product Success

The Product Coalition

Strategic product thinking is hard. Especially when done as an afterthought - when the product is already in the market?—?it Here is a framework that will help you do just that. These four components are the market, the problem, the solution, and the product itself.

Your Problem Isn’t the Leaky Bucket, It’s the Clogged Pipe

The Product Coalition

I like to describe it using Dave McLure’s AARRR framework: you are pouring leads into the pipe on the left, and you get happy customers on the other side of the pipe on the right. They don’t actually use the product, or not as frequently as you would like them to.

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My top essays/tweetstorms in 2019 on product/market fit, investing, KPIs, YouTubers, and more

Andrew Chen

A really detailed 68 page analysis of the podcast market. Makes you ask- What’s the next product where this will happen? Magic metrics indicating a startup probably has product/market fit. 5) market-by-market (or logo-by-logo, if SaaS) comparison where denser/older networks have higher engagement over time (network effects). But then usually, team says it will improve retention via better activation, lifecycle marketing, improving product features, etc.

Popular Misconceptions of the Product Craft by Sherif Mansour

Mind the Product

In this entertaining and insightful talk from Mind the Product Singapore 2019, Sherif Mansour, Distinguished Product Manager at Atlassian, shares some common misconceptions about the product management craft, how we need to think differently about those issues, and what we should be doing instead. Product Managers Make all the Decisions. As product managers it is easy to get stuck in making all the decisions. Marketing Driven Development is Bad.

Managing Products at Scale by Lindsay Rothman

Mind the Product

What’s next after you find product-market fit? In this ProductTank Toronto talk, Lindsay Rothman – Lead Product Manager at FreshBooks at the time, helps us to answer that question. Creating a framework for success. The company wanted to try new things but the technology for the app was outdated and the market was becoming very competitive with new startups on the scene. Framework for Success.

Product Validation: Testing and Researching Ideas to Ensure Product Success

The Product Coalition

Similarly, there are also many products that should have failed but didn’t. We’ll explore how you can test and research ideas for your product, service, or business model. This limits your risk of having to make costly changes to your product later on. New ideas are exciting.

Five Steps to Positioning Your Product

Mind the Product

If building products is hard, positioning your product is harder. No matter what you build and sell, how you position your product dictates what you do. How you prioritize, marketing campaigns, sales strategy, it all changes based on how your product is positioned. How do you position your product? Step 1: Understand why Your Customers use Your Product. What primary benefit do you receive from {Your Product Name}?

Part #5 How to adopt Agile Product Marketing

All About Product Management

The Agile Product Manager works closely with the engineering and technical teams working with in an agile framework such as scrum. This is great news for the product owner who sees the product developed and released incrementally ( with in a matter of weeks as opposed to months) and gives them the ability to change priority and the features depending on the demands of the market-place. Contribute to the product backlog. Agile Product Management Scrum

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Developing Product Management Confidence

bpma ProductHub

These words couldn’t be more relevant to product management. Such a trait is crucial to Product Management roles if you want sales, marketing and engineering to trust and follow your direction. With her background in product management and marketing, the lessons, stories and tips she has to convey will be very relevant to you. Here is a recap of some of her most useful lessons: PM Lesson #1: Successful communication is the bedrock of Product Management.

Crafting a Useful Positioning Statement

Actuation Consulting

A well-crafted positioning statement brings together your overall value proposition with your positioning for a product. A Good Positioning Statement Framework. FOR <target market> A concise definition of the market segment. WHO HAVE <this problem> The problem statement indicating the underserved need or market gap. OUR PRODUCT IS <solution category> A generic name to help categorize the solution to the market.