Relevance matters

outsideinview.comEver seen the pictures of people dressed as superheroes visiting kids in the hospital? Aren’t they great? I mean, kids shouldn’t be in the hospital to begin with, and we all applaud volunteers who try to make them feel better. But… what about the kid who is afraid of costumers? Or, the boy who is into sports more than comics? I sincerely appreciate the effort that the volunteers made, and I know it has brighten many a young child face; but, I remember when my son actually asked the volunteers to leave. He was 2. He knew what mattered to him. He knew what was relevant. (more…)

Doing the dance

outsideinview.comWhen you are putting together a package you know that it has to contain the right features for the market, is launched to the market, and is exciting enough for the market to generate talk. Or, at least that’s your hope. Really putting the package into the market, to generate that buzz, will depend on what you say during your sales cycle. Enterprise sales is a dance. (more…)

It’s about the story not the format

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It’s a basic necessity that if you’re in product management or product marketing, you will end up writing a presentation for sales (or two or a dozen.) There are hundreds, if not thousands, of presentation tips, articles and books out in the market for you, all claiming to be “the source of truth” when it comes to writing the presentation that is “the best”, “most compelling” or “attention getting to deliver results.” Really though, it is pretty simple. (more…)

“This one day…” How stories teach better

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Storytelling is increasingly used in marketing today in order to demonstrate knowledge, build customer loyalty and provide insight. According to Giles Lury, this marketing trend “echoes the deeply rooted need of all humans to be entertained.” Why? Simple. Stories are illustrative, easily memorable, and allow any firm to create stronger emotional bonds with the customers. (more…)

The Pendulum has swung to the other side

outsideinview.comTraditional new product launch has included catching a new product as the development organization tossed it over the fence. Product marketing would dust off their launch check list and make sure that all the tactics were accomplished. They would book appearances at trade shows, write press releases, design data sheets, plan direct mail campaigns to current customers, research advertising opportunities in trade publications and other assorted tasks on the checklist. (more…)