As Steven Haines first told me, “strategy first, roadmap second.” There is a step between the two – deciding which problems you will focus on solving with your product. Strategy defines the context for product strategy, and your product roadmap is a planning (and communication) tool for executing your product […]
Marketing / Product Management / Product Strategy
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Important Customers – Comparing Products Part 5
A good product is one that solves valuable market problems. To be successful in the market, a product needs to solve the problems that the right customers are willing to pay to solve. To know if those customers are willing to pay, you need to understand how they perceive your […]
Marketing / Product Management
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Is Your Market Fragmented or Concentrated?
Market concentration – or fragmentation – is an important big picture view of your market. Insights into the nature of competition for your customers will help you make decisions about your product. But only if you correctly define your market.
Kano Analysis / Marketing / Product Management / Requirements / Requirements Models
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Minimum Market Acceptance
April Dunford just presented Startup Marketing 101 at DemoCamp Toronto. Great ideas from the ‘marketing and your startup’ point of view. I’ve often said that product managers and product marketers care about much of the same market data, they just do different things with it. The idea of minimal feature […]
Marketing / Product Management
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The Conversation Circles
In the previous article on the Conversation Ecosystem, I introduced a hierarchy of increasingly valuable conversations. Some great feedback from you inspired a better visualization.
Communication / Marketing / Product Management
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The Conversation Economy
The industrial age is behind us. It was surpassed by the knowledge economy, rapidly evolved into the attention economy. Successful companies realize that attention comes as a result of conversation. We’re now in the conversation economy.
Book Reviews / Communication / Marketing / Prioritization / Product Management / Requirements / Reviews / Software development / UX
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Personas Make Blue Ocean Strategy Proactive
Blue Ocean Strategy provides an interesting reactive analysis of companies and markets. Personas are used to understand your customer’s needs. Combining the two provides powerful proactive insights when positioning your product for market success.
Marketing / Product Management
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Measuring Market Concentration (Competition)
Is your market competitive, or concentrated? What’s the difference, and how can you be objective about it and not just subjective? The United States government uses a measure called HHI – the Herfindal-Hirschman Index – as an objective measure of how competitive a market is. They use this measure to […]
Marketing / Product Management
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Viral Product Management
* Our previous article looked at the economics of a Freemium business model. One element that is key to making a strategy that involves “free” work financially is growing your user base. One way to get that growth is through a word-of-mouth marketing campaign. This article looks at different elements […]