Ask Steve: Naming and Branding

Under10 Playbook

A reader asks: When are branded names preferred over descriptive names? For your naming strategy, you should attempt to brand only one thing. Related post: Should you change a product name? Which will it be? The company, the portfolio, or the product?

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Positioning (and naming) in tiers

Under10 Playbook

In this case, it’s merely a naming convention; you would be unlikely to buy multiple products in the Kindle category. I was running a positioning exercise with a team of product managers and VPs.

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Do your personas have names?

Under10 Playbook

"Names are the hooks we hang ideas on." But… should your personas have names? ” Some teams use character names from TVs and movies, like “Data” and “Scotty” and “Rachel.” ” Some even attempt to make the names generic enough to be gender-neutral—remember “Androgynous Pat” character from SNL back in the 90s? Names are important. I prefer personas (and products) have real names.

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Should you change the product name?

Under10 Playbook

Names are the hooks we hang ideas on.—Al The old product name is out; we have a new, super-duper product name. Changing a project code name to a marketing brand name is nontrivial. That's why I always recommend that project names be offensive or embarrassing in some way so that developers don't fall in love with the project name. It's perhaps even harder to change names after an acquisition. Names matter.

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Let’s Abandon Customers and Users

Mironov Consulting

Then chose some more specific names and stick with them. </soapbox> Market Thinking Organizations Product Management Requirements clarity customers labels market focus naming users

Be a Balanced Product Leader, Not a Feature Broker or Product Dictator

Roman Pichler

As its name suggests, this leadership style mediates between different parties and tries to broker a deal. Feature Broker and Product Dictator. How do you best lead the stakeholders and development team as the person in charge of the product?

Yahoo to become Altaba

Under10 Playbook

The new name is meant to be a combination of the words “alternative and Alibaba,” according to a person familiar with the company’s thinking. I've never been a fan of nonsense names but then, my customers are primarily B2B rather than B2C.

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"Be a sponge". and other advice for the first 30 days of a new job

Product Manager in Heels

Learn your co-workers names quickly Ask questions and ask for help Don’t be the first person to ask about lunch – see what everyone else does. Starting a new job can be tough. I recently started a new job and some of the basic advice I learned years ago still applied.

How to Use Personality Science to Drive Online Conversions

Nir Eyal

This exclusive book excerpt is from Vanessa’s new book, Captivate: The Science of Succeeding with People, which was recently named as one of Apple’s Most Anticipated Books of 2017.

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The Value of Networking

Product Manager in Heels

The person at the front door sees everybody, and knows their name, and also is usually aware where the host is and can point you in their direction. It’s not about what you know, it’s about who you know. Boston is a “small” city - everyone knows each other.

Getting Started with Search and Filters

To filter by a modifiers just click on its name or type it into the search box. For example: to filter by a container name, type in “Container:” and the container name. Some modifiers will allow you multi-selection without the need to re-type the modifier name.

The PM’s Toolbox: Product Management Tools and the Problems they Solve


Both platforms are designer-friendly solutions that power iterative interface wireframes, and both have some big names on their customer lists. In Invision’s corner, we have Salesforce, Uber, and Netflix to name a few, while companies like Disney, BBC, and rally behind

Does your app save content offline? Humanize your filenames.

Joe Cotellese

Any application that bills it’s customers should have a human readable file name. It’s frustrating to have a folder full of poorly named files when you are trying to find a specific invoice. Come tax time I’m going to have a folder full of these poorly named files.

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Merry Christmas – Take The Week Off!

The Accidental Product Manager

Here's Hoping That You Name Shows Up On The "Nice" List This Year! Loyal readers & subscribers, here’s hoping that this upcoming Christmas season week is a great week for you – I’m taking it off!

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The Product Roadmap and the Release Plan

Roman Pichler

As their name suggests, these roadmaps focus on the goals the upcoming releases should provide. The second row states the name of the release like iOS 9.3 As its name suggests, it states the goal of a release, the benefit it should provide, and the reason for creating it.

How coaching creates great leaders

Lead on Purpose

When I think of leaders who have built great companies, the first name that comes to mind is Steve Jobs. He was arguably one of the greatest CEOs of the modern business era. His vision transformed the personal computer, music, … Continue reading → Leadership Team Building assessment coaching mentor vision

How coaching creates great leaders

Lead on Purpose

When I think of leaders who have built great companies, the first name that comes to mind is Steve Jobs. He was arguably one of the greatest CEOs of the modern business era. His vision transformed the personal computer, music, … Continue reading → Leadership Team Building assessment coaching mentor vision

The Clever PM’s Hierarchy of PM Needs

Clever PM

There’s a well-known theory in psychology known as Maslow’s Hierarchy of Needs, named after its creator Abraham Maslow. The concept behind this theory is that as human beings there are certain needs and interests that we seek to fulfill in a predictable priority — from physiological needs for food, water, and sleep up to social […]. Product Management Culture Definitions Good PM Influence Leadership PM Psychology

User Story Reflections

Roman Pichler

As its name suggests, a user story describes how a user or customer uses the product–a digital product is captured from the perspective of the users. Users.

Getting Started with Craft

We’ll start by creating a new product and giving it a name, for this one, we will name it WalkieDoggie. As our platform grows, we try to improve the Craft experience for our users as quickly and as seamlessly as possible.

19 Product Managers You Must Follow

Under10 Playbook

I'm pleased to be named as one of the 19 Product Managers You Must Follow by Mark Silver at Spectechular. He writes: In order for you to be up to date with the product management community I’ve compiled a list of product managers I think you must follow. Who are they? Read more at 19 Product Managers You Must Follow

Product Manager vs. Product Owner

Melissa Perri

It was all the same work I had been doing before, but now it had a different name. I liked this name. “What is the difference between a Product Owner and a Product Manager?”. It’s an interesting question and one that takes time to unpack.

Is MVP Dead?

bpma ProductHub

Is Minimum Viable Product Dead? – By Don Stoddard . Minimum Viable Product is a widely accepted concept; so why do so many people want to declare it dead? There are numerous articles now about MVP and why it no longer works.

2018 Product Conferences

Product Talk

We are starting to pull together our 2018 conference list. This list is by no means exhaustive. If you know of a product conference that is not on the list and you think it should be, please feel free to recommend it in the comments or send an email to I haven’t decided what events I’ll be attending in 2018 yet, but as soon as I do, I’ll update this post. We’ll also keep updating this list as we hear about more events.

Five Tips for Leveraging Empathy in Product Management

Roman Pichler

Why Empathy Matters. Possibly the most profound challenge in product management is to understand the needs of users and customers. Without developing the right understanding, our chances of creating a successful product are slim.

The T-Shaped Product Manager

Roman Pichler

As the name suggests, product-specific capabilities are limited to a single product or product portfolio. Leadership skills enable you to effectively guide the development team and lead the stakeholders, create an inspiring vision , and reach sustainable agreements , to name just a few.

Check This If You Are Disappointed to Your Team

I Wonder The Value

Definition of “right decision” for each member - Priority of activities for each member I named it as “Ultimate Goal Check”. Why my team members don’t do things even if they said, “Ok. I’ll do it”? When I organized an event for startup founders, this problem was raised twice.

Market-Driven Products vs. Market-Driven Product Companies

High Octane Product Management

Market-driven product companies adopt a “whole is greater than the sum of the parts” approach to create higher value multi-product solutions for named market segments that ultimately accelerate revenue and market share growth. Your question * Name *. If you have market driven products then don’t you have a market driven company? There are three key differences between market driven products and a market driven product company.

When Is A Product Launch Not A Product Launch?

The Accidental Product Manager

Yes, this is an expensive undertaking; however, the value of the Samsung brand name is at stake here and so this kind of dramatic action is required. Sansung ran into problems with the launch of the Note 7 phone. Image Credit: Isriya Paireepairit.

When I built products the stupid way

Street Smart Product Manager

In 2007, ProductRepair (name changed), a market leader in its industry, was facing some serious threats: A rapidly maturing business. New “digitally native” entrants with greatly enhanced data collection abilities. A 100% call center based customer service model, with an escalating cost per interaction. Service partners with increasingly divergent strategies. Legacy IT infrastructure that made […].

The Evolution of Modern Product Discovery

Product Talk

A number of people have asked me why I have a Portuguese name [Contextual Note: This event was in Lisbon, Portugal and Teresa Torres is a common Portuguese name.] Product management is evolving quickly.

10 Tips for Creating an Agile Product Roadmap

Roman Pichler

It is built on the idea that goals are more important than features, and it consists of five elements: date, name, goal, features, and metrics, as the picture below shows. 1 Focus on Goals and Benefits.

Best Practices for Localisation

Mind the Product

For example, personal names in Western countries are made up of given name, middle name and surname but can be encoded surname, given-name, and middle initial. Rahel Bailie (Chief Knowledge Officer at Scroll LLP) describes content as the “new front door” to your business.

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Mentorship and expectations

bpma ProductHub

And let me tell you a story: Mentor was actually a person’s name. The mentorship program at the Boston Product Management Association and how to make the best out of it. Why you might need a mentor in your life. Directing your own life can be equally exciting and daunting thing to do.

The Future Was Already Here – Bringing the Donuts 05/24/2016

Ken Norton

An Indianapolis entrepreneur named Stanley Brown is enthusiastic about virtual reality. How fast does technology move? -. With the financial backing of some friends, he has opened the first retail store dedicated to VR, where visitors can test-drive the newest headsets and apps. As The New York Times writes: “We’re too early and we know it

Understanding your customers in real time with live chat

Inside Intercom

If so, with a full name or on a first-name basis? A company name or job title? Sales has changed – messaging and live chat is the new medium for initial sales conversations, not the phone calls or leisurely lunches of old. So how do you pick up on the essential signals and tones needed to build a connection with potential customers?

Outside-In User Story Example

Tyner Blain

Instead of seeing 3 names, I saw two names and one phone number – not a good way to identify the participants. The app then checks the list of contacts on my phone – and for each matching phone number, replaces the phone number with the person’s name.

Erika Hall on the importance of conversation in design

Inside Intercom

The importance of naming. One of the things that got cut way down or possibly totally eliminated was thinking about naming. Names are very important because those are the hooks that people have for interacting with any sort of product or service. It’s so funny how much businesses talk about the net promoter score, which is how likely are you to recommend this to a friend, but they don’t name products or services or pricing tiers to help people do that.

Decision Time: How Decision Rules Help You Make Better Product Decisions

Roman Pichler

As its name suggests, majority vote means that most of the people required to decide agree with the proposed solution or idea. Decisions, Decisions. “Is Is everybody OK with changing the release goal for Q3?”, asks Julie, the product manager.

What Defines Successful Product Management?

High Octane Product Management

Your question * Name *. There are a lot of opinions on the definition of successful in product management. Is there one simple way to characterize the role of product management and what it takes to be successful? There are a thousand ways to characterize successful product management, but they all lead to one thing. When it’s all said and done, your products have to make the people who use them measurably better at what they do. In B2B, it goes one step further.