Profit

How to Make a Product Playbook

By |2019-12-23T03:31:56-05:00March 6th, 2019|Product|

"A well-designed system filled with ordinary—but well-trained—people can consistently achieve stunning performance levels."—Robert I. Sutton What’s the status of your product management team? It’s likely some team members have formal training; others don’t. Some have years of experience; some have just started. They’ve probably got some tools they’ve used in ...
Read more >

Customer Interviews: Analyzing the Data

By |2019-12-23T06:00:07-05:00July 26th, 2013|Process|

She analyzes synergies, or synergizes analogies... or some such thing.—Edward Norton (as "Father Brian Finn"), Keeping the Faith. Alas, most of us have fairly rudimentary tools. Try to get some help from someone with data mining experience but let’s see what we can do without assistance. Nobody knows the data ...
Read more >

Customer Interviews: Getting Ready

By |2019-12-23T06:02:48-05:00July 5th, 2013|Process|

Personally I'm always ready to learn, although I do not always like being taught.—Winston Churchill, British prime minister Every marketing person will tell you that customer interviews provide deep insights on the product, its promotion, your sales team effectiveness, and your company strategy. What they often fail to do is ...
Read more >

Who Owns Product Positioning?

By |2019-11-20T13:44:47-05:00April 22nd, 2013|Product|

Who defines product positioning? Product Management or Marketing Communications? Product managers are responsible for the features of the product and its positioning in the marketplace. The Marketing Communications (marcom or marcomms) organization is chartered with delivering the product message to the market. Product Management defines the positioning and Marcom delivers ...
Read more >