Start With The Customer Prodcast #3 – All Hat, All Cattle

In this week’s edition of the Start with the Customer Prodcast (a product focused podcast), I am humbled to be joined by three product superstars – April Dunford, of Rocket Watcher,  Jim Holland, of Product Management Tribe, and Scott Sehlhorst, of Tyner Blain.

We started the call playing armchair product manager while discussing the latest news of the Blackberry Playbook launch – from their product strategy to their misses with the launch and messaging. We then continued to the topic of customer conversations and the power of the product story.  We concluded on the challenges of product marketing alignment within the organization and how it needs to work.

Enjoy the show and would love to hear your thoughts!

You can listen here:

Or download through iTunes.

Show notes:

Runtime:  36 mins

BlackBerry Playbook Launch

Customer Conversations

Product – Marketing and Management

  • Where’s the fit in the organization?
  • The Pragmatic Marketing Framework
  • Aligning product and marketing – keeping them close
  • A shared understanding of the market
  • From an agile development perspective, where does the Product Owner fit?
  • The blurring of the lines between Product Marketing and Marketing
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  • What a great show and fun conversation! Thanks, again, Josh; thanks so much, April and Jim! Thanks guys for putting up with Jim and I talking about cattle and sizzle. nnGreat title, btw!nnWill be interesting to see how RIM’s strategy plays out. Over the weekend, they got pummeled even more by some higher-profile articles making the rounds in today’s Techmeme.

    • Thanks Scott!nnThe call was a blast to be a part of and everyone shared such great advice! I have to admit that before moving to Texas I had not heard the term, “All Hat, no cattle.”nnYeah, the press does seem to be piling it on the Playbook and for obvious reasons. To April’s point in the discussion, the company doesn’t seem to know how to handle itself now that it is not the leader. Great summary of this today in Slate – http://www.slate.com/id/2291255nnLooking forward to the next one!nnJoshn

  • Thanks so much for inviting me – that was a really fun podcast! nI feel like folks are being pretty hard on RIM. Other folks have released products that fall short of the iPad and haven’t had the negative press that RIM has. That said, I think this is a really important product for them so it deserves more/better communication, imo. At this point it’s too late to fix this release of the product, but there is still a lot they could have been doing on the communications side. Once the media pile-on starts to happen though, the opportunities to turn it around become pretty rare. nApril

    • Great point. The problem – as you pointed out in the prodcast – is that their communication of “what is it?” is a problem. Look back at this CBC article from the original announcement of the Playbook: http://www.cbc.ca/fp/story/2010/09/27/3586705.html which says nn”After Mr. Lazaridisu2019 keynote u2014 which was held at the Moscone Center in San Francisco, the site of many of Apple chief executive Steve Jobsu2019 splashy product launches u2014 there was little doubt that RIMu2019s PlayBook is designed to counter the growing influence of Appleu2019s iPad in the rapidly expanding market for tablet computers.”nnIf that was not intentional positioning, RIM should have jumped all over it right then, and started managing the message and positioning! My speculation is that it was intentional, but they came up short, and now are paying the price for jumping on the hype cycle, then failing to deliver.nn