I knew it was happening while I was in the middle, but I couldn’t stop it. I’m bad.
Ever 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. Continue reading “Relevance matters”
When 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. Continue reading “Doing the dance”
It’s common for product marketing job descriptions to include a line or two about working with market plans to generate leads for the sales force. But, are the number of leads really the right metric for product marketing? Wouldn’t it be better if product marketing is tasked with generating demand?
No, I’m not splitting hairs. There is a difference.
Whether you are a product manager or a product marketer, you need to get over your product. I know, you spend your days – and nights – thinking how wonderful your product is, how you can improve it, and why others haven’t seen the same vision you do. Maybe, just maybe, the answer is – your product is not what they seek.
What?!? Heresy you say! Of course they need, and want, my product. Well, maybe not. Think about it. It’s about the customer, the buyer, the market – not you. Continue reading “Get Over Yourself”