Favorite Product Management Posts February 2010

Save B2B Marketing – Storytelling in Marketing

Not only are stories a powerful way of illustrating the value of your product, in many cases they are the way that your prospects and customers will explain what you do to others.

The Experience is the Product – Customer Development Interviews How-to: What You Should Be Learning

The important thing about these questions is that they set up an environment where the customer is the “expert”.  They avoid yes/no answers, and give people the opportunity to tell a story – one that may trigger them to think of related problems they’re having, or may trigger more questions from you to ask later.

Startup Musings – Positioning statements

To be honest, I’ve never actually seen a positioning statement generated outside product management.   I can’t quite grapple with outsourcing such a strategic deliverable to an agency who can’t possibly be as close to the target personas and the product benefits and feature sets as an in house team.

The Accidental Product Manager – A New Way To Listen To What Your Customers Are Saying About You

Although this may seem like the way to go in the future, it turns out that you need to be a bit careful here. The people who are talking about your product already know about it. You will want to advertise to people who may not already know about your product. This means that things like focus groups and traditional market research are still an important part of what you need to be doing.

Spatially Relevant – You wouldn’t even read your own case study

While case study candidates are hard to find, fluff pieces immortalized in Adobe aren’t that helpful to most sales people or buyers. Try to better understand why someone/a company might want to do a case study. It’s not that hard, just ask them “So why are you looking to do the case study?”

Seeing Both Sides – Mother in Law Market Research

“I see,” replied my professor dryly and then turned to the class with a withering look on his face, “Steve appears to have fallen into that fatal trap of ‘Mother In Law Market Research’ – believing this new product will be a hit just because his mother-in-law likes it.  Instead, let’s look at the data, shall we?”

Storytelling in Marketin