start with the customer marketing podcast on product marketing and product management

Start With The Customer Prodcast #2 – The Suck Threshold

Welcome to the second episode of the Start with the Customer “prodcast”.  In this conversation, Scott Sehlhorst and I start off the discussion on customer dynamics and trust relationships.  From there we continue the case example from the last prodcast on Dropbox by discussing the impact of Amazon’s new Cloud Drive and the emerging Cloud Computing wars.  Finally, we end with some book recommendations.

Enjoy the product discussion!

You can listen here:

or download from iTunes.

Here’s the show notes:

Runtime:  35 minutes

The Trust Pyramid

  • Intro from Scott’s recent post, “representing how people have different levels of trust in the assertions of others”
  • Ratings and reviews
  • The power of the “like button”
  • Planning for word of mouth the start
  • Social can’t help a bad product
  • Building for engagement
  • The suck threshold (great example of where you don’t want to be)
  • Avoid the Fidelity Belly
  • Toyota’s vs Hyundai’s product strategy

Case discussion:  Amazon Cloud Drive

  • Intro to Amazon CloudDrive
  • Cloud storage as a market disrupter
  • Positioning around music – and then expanding
  • The benefits and risk of launching first (the story)
  • The upcoming Cloud wars and investing for the long term
  • Proactively building the product to define the market

Books on the table:

  • Unfolding the Napkin:  The Hands-On Method for Solving Complex Problems with Simple Pictures (Scott)
  • Tell to Win:  Connect, Persuade, and Triumph with the Hidden Power of Story (Josh)
  • Enchantment:  The Art of Changing Hearts, Minds, and Actions (Josh)