A reader asks: What should I know about moving from a developer role to product management? First, congratulations! You’re about to see the world in a whole new way. The great thing about product management is you work across all parts of the organization—development, marketing, sales, services, support, finance, and ...
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Back before we were all online all the time, I kept a notebook of all the living documents for my product. Nowadays I keep these documents in a shared folder but sometimes I miss the old notebook. It held my positioning, pricing, and personas; it had my business plan and ...
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In A Framework For Evaluating Market Opportunity, Neal Cabage asks: How do you know whether a product idea is going to succeed if you build it and take it to market? If you’ve ever been part of a startup, or if your organization has launched a new line of products, you ...
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In recent years, we’ve seen new definitions for old titles and many new titles being created. We’ve got product managers, product marketing managers, product owners, business analysts, product strategists, product line managers, and portfolio managers. Let’s keep it simple. There are four types of skills needed to define and deliver ...
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Who defines product positioning? Product Management or Marketing Communications? Product managers are responsible for the features of the product and its positioning in the marketplace. The Marketing Communications (marcom or marcomms) organization is chartered with delivering the product message to the market. Product Management defines the positioning and Marcom delivers ...
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I was running a positioning exercise with a team of product managers and VPs. We were really getting into it when the VP of Marketing interrupted the process to say, “We need to use the word ‘power’ in our messaging. The president loves that word.” Maybe that’s why so much ...
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I had the pleasure of seeing my colleague Barbara Nelson at Silicon Valley ProductCamp last Saturday. Her session on “Done ain’t Launchable” was great. She quoted me, Saeed Khan, and The Big Bang Theory. What’s not to like? You can download her slides from Slideshare. In particular, she took issue with ...
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In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.—Wikipedia Marketing dragged me into a meeting with a new agency. There, I was asked to talk about the people who buy ...
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"A desk is a dangerous place from which to watch the world."—John le Carré. It's so easy, isn't it? There's a meeting here, a phone call there; your email keeps filling up. The next thing you know... your calendar is loaded. But the ONE THING product marketing and management people ...
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For Agile teams, the biggest area of friction for agile teams is agreement on what constitutes a story. Product managers and product owners try to write market requirements in the form of a story when many developers really want product specifications.It seems so simple. Product managers and product owner write ...
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