In the last couple of weeks of checking in with old friends and colleagues about how they’re doing with the COVID-19 crisis, 2 people said to me “I wish there were more I could do.” Good news: There is. First, at the simplest level, step up and lead at your company, if the company isn’t … Continue reading How to Help in a Crisis
6 Requirements for a Winning Product Metaphor
A good metaphor is a powerful product and company positioning tool, but a bad one is worse than just saying what you do. A bad metaphor will get in the way of understanding. Let’s start with an example, then talk about the 6 requirements of a great metaphor, and finish by evaluating the example against … Continue reading 6 Requirements for a Winning Product Metaphor
PMM Brain Hack: Start in Slide Sorter Mode
Slide presentations are a big part of your work as a product marketer. Slide decks are stories, and so the flow of the slide deck is the foundation of the story. One habit that will make sure you’re optimizing for the story is to start any review of a slide deck (on your own or … Continue reading PMM Brain Hack: Start in Slide Sorter Mode
Positioning & the Gravity Assist
“If you care about being thought credible and intelligent, do not use complex language where simpler language will do.” ― Daniel Kahneman, Thinking, Fast and Slow Q: What do psychology and orbital mechanics have to do with product marketing?A: Both have lessons for great positioning. Read Thinking, Fast and Slow. It’s a great book for … Continue reading Positioning & the Gravity Assist
WFH, Stranger Interviews & the Neutral Tug
With so many software companies asking employees to #WFH to slow the spread of COVID-19 (strong endorse!), I thought I’d share a WFH move I'm currently modeling for/coaching a client on: how to solicit great positioning input from non-customers. Research interviews with strangers/non-customers are a key part of great positioning, since they let you hear … Continue reading WFH, Stranger Interviews & the Neutral Tug
PMMs, the Economy & Capital Markets
Q: What does a PMM need to know about the economy? A: Only as much as it matters to each of your customers. It’s been an exciting couple weeks in the capital markets. While the ‘stock’ market is still up 9.3% over the last year (emergency! Bread, milk, toilet paper!), andthe U.S. economy’s is still growing, … Continue reading PMMs, the Economy & Capital Markets
Positioning against a Competitor
“It’s so much better with a strong competitor. It’s so much easier.” - Alex Dayon [Scene, Interior, 2011: a team of 22 mid-market Salesforce sales reps in the Chicago office are hitting the phones, calling and emailing every account where we lost to Microsoft in the last 18 months. Calling every target account. Pitching each … Continue reading Positioning against a Competitor
PMMs and Industry Analysts
When you’re a PMM you want to differentiate your company’s position in the market and – often – create a new technology category. One of your most powerful allies is the industry analyst. Gartner, Forrester, G2, IDC, these firms exist to help your customers understand their options and how those are changing over time. This … Continue reading PMMs and Industry Analysts
PMMs & Reading Books
I read a good book today, Victoria Schwab’s Shades of Magic, and I couldn’t put it down. Yoon Ha Lee’s Ninefox Gambit will cut your hands with the storytelling — and last week I devoured Ann Leckie’s Ancillary series, which is the most mind-bending new story I’ve read in years. I think I’m going to … Continue reading PMMs & Reading Books
3 Step Playbook: Hiring PMMs
There’s a great moment that will happen a few times in your career when you’re a manager of a product marketing team. A year after you hire someone, you’re sitting in a meeting she’s leading, she’s driving an engaged discussion, telling great stories, getting customers to tell their stories, and changing how people perceive and … Continue reading 3 Step Playbook: Hiring PMMs
Product Marketing Best Practices 