When the time comes to evaluate your business or product idea, with all the tools provided and research available, there is plenty infomation to make an assessment. Alternatively, it all comes to the bottom “3 questions”, according to Graig Stull et al, the authors of recently released product management masterpiece, TunedIn: Uncover the Extraordinary Opportunities [...]
Thinking of starting your own business? Launching a new service or product? Become an anthropologist and start observing people using existing products and services. By single virtue of watching people do things, you are empowered to discover unmet needs - your business opportunities.
The so-called “unmet needs” exist in two variations: expressed and silent. The former [...]
Marketing, as a business activity or profession, has a bad reputation. Most people think that anyone can do marketing and there is no need for professional training. From my personal experience in large and small companies, there are dozens of people who think they are good marketers. But, alas, they are not. Like in any [...]
The other night, I saw an ad from Kraft Foods on a “new” cereal - just bunches! Though, not a consumer of this tasty meal, the ad story got my attention immediately. What stroke me - is the way the plot unfolds in the ad - it does depict a process when adding a new [...]
The definition for Product Marketing seems to be quite different, when one tries to draw the scope of roles and responsibilities. In some companies, it a very strategic multi-dimensional position, in some it is shared by a number of people. There are functional overlaps with Product Management, there are functional overlaps with Market Research. So pondering [...]
Coming up with a new product name, creating new packaging and staying loyal to the master brand could be quite a challenge, especially when multiple stakeholders are involved. So, what helps us go through this creative process? What can we already apply for our benefit that was tested and lived through? - Provided that we [...]