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Product Management Playbook

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Using Non-Product Dialogues to Answer Product Questions

“What’s in the next version?”  “What are the top priorities on the roadmap?” If you’re a product manager, you have to answer product questions like this all the time. When answered literally though, they rarely give people the information they’re looking for. Here’s how you can use non-product dialogues to answer product questions. Do it well [...]

2020-01-23T10:38:07-05:00January 23rd, 2020|Categories: Product Management Playbook|Tags: |0 Comments

Customer Advisory Boards: Three Best Practices and the Jaw-Dropping Moments

Customer advisory boards can deliver tremendous strategic value to your organization if you organize them with the appropriate customer roles and have business conversations. Employ these three best practices for your customer advisory boards and you’ll be able to accelerate the maturation of product management and product marketing with greater [...]

2019-12-12T18:00:40-05:00December 12th, 2019|Categories: Product Management Playbook|Comments Off on Customer Advisory Boards: Three Best Practices and the Jaw-Dropping Moments

Product Positioning Tip 7 of 7: Making Product Deficiencies Not So Deficient

Remember the last time you bought a car? You bought the car that did the best overall job of meeting your needs. There were other cars that had a better GPS, a faster engine, a nicer interior, etc. But in the end, those deficiencies weren’t enough to sway your decision because all the positives together [...]

2019-11-04T15:38:45-05:00October 14th, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 7 of 7: Making Product Deficiencies Not So Deficient

Product Positioning Tip 6 of 7: Structuring a Positioning Presentation

You’ve surely experienced this scenario. You’re inquire about a product or service. A salesperson contacts you. The first thing they talk about are the benefits of doing business with their company. Your primary interest on the other hand is to discuss your own situation first. The Playbook: […]

2019-11-04T15:39:27-05:00October 10th, 2019|Categories: Product Management Playbook|Comments Off on Product Positioning Tip 6 of 7: Structuring a Positioning Presentation

Product Positioning Tip 5 of 7: Include Emotion

Take a minute and go read a few of your product web pages or a piece of product literature. They’re well-worded, proper and grammatically correct, which also means they probably lack emotion. In this day and age where buying decisions are 50-80% made (depending on the study) before prospects ever engage, establishing an immediate emotional [...]

2019-11-04T15:44:45-05:00October 7th, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 5 of 7: Include Emotion

Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

Imagine that your positioning is so clear and so simple that it doesn’t require anyone to think. They just get it! It’s rare but you know it when you see it, and it’s the simplicity that stands out. Great salespeople are masters at doing it verbally. The Playbook: […]

2019-11-04T15:41:01-05:00October 3rd, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds

Someone walks into your booth at a tradeshow and asks for an overview of Product X. It’s a tough question to answer and pique someone’s interest in the first 30 seconds. Classic “elevator pitch” positioning statements aren’t ideal because they’re not conversational. Answering with features and benefits focuses too much on HOW the product works [...]

2019-11-04T15:44:00-05:00October 2nd, 2019|Categories: Product Management Playbook|Comments Off on Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds

Product Positioning Tip 2 of 7: Creating Headlines That Hook

Web pages, literature, booth signage, presentations, email campaigns and the list goes on. They all need great headlines to hook your target audience. But coming up with simple attention-grabbing phrases that engage prospective customers might be one of the toughest parts of product marketing, especially for technical products. The Playbook: […]

2019-11-04T15:42:49-05:00October 1st, 2019|Categories: Product Management Playbook|Comments Off on Product Positioning Tip 2 of 7: Creating Headlines That Hook

Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation

Your products do some great things that competitors can’t touch. Awesome! You want that differentiation to play a starring role in your product positioning. Here’s the tough part. Our default m.o. is to explain “how” it’s different. In our own minds, the technical explanation is crystal clear, especially if we’re the ones writing it. “Who [...]

2019-11-04T15:43:20-05:00September 30th, 2019|Categories: Product Management Playbook|Comments Off on Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation

Product Management for Solutions Instead of Products: Five Best Practices

If you want to do product management for solutions instead of products, here are five best practices to employ. In a solutions model, the bottom line is that you do everything from the customer’s perspective first.  The Playbook: […]

2019-09-23T07:44:02-04:00September 23rd, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Management for Solutions Instead of Products: Five Best Practices