Deliver, Market & Sell Solutions With Strategic Customer Value

Market & Customer Insights

Creating Your Product Vision: Two Parts Customer, One Part Product

Creating your product vision can be difficult when you focus too much on the product. Legendary Harvard Business School marketing professor Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Apply that same philosophy to B2B products and your product vision will [...]

2019-06-03T14:15:30-04:00September 18th, 2018|Categories: Blog|Tags: , , , |Comments Off on Creating Your Product Vision: Two Parts Customer, One Part Product

The Ultimate Product Vision, Feature ROI, Product vs. Sprint Backlog, and The Problem is the Problem

The B2B Product Manager Magazine May 2018 is now available. The mantra of every product, marketing and sales professional starts and ends with finding and solving customer problems. But identifying the problems that are most critical to your target customers is like finding a needle in a haystack. Our feature [...]

2019-06-03T14:15:34-04:00June 6th, 2018|Categories: Blog|Tags: , , |Comments Off on The Ultimate Product Vision, Feature ROI, Product vs. Sprint Backlog, and The Problem is the Problem

Stop Looking For Customer Problems

There’s an old saying in sports – winning cures everything. The same could be said for B2B organizations that consistently meet their strategic goals. When organizations are winning, many of their so-called problems fade into the background. Which brings me to an important point that every product management team should consider: If your organization is [...]

2018-05-21T21:35:13-04:00May 21st, 2018|Categories: Blog|Tags: , |Comments Off on Stop Looking For Customer Problems

Aspirational Selling, Requirements Spaghetti, Be the Customer, and Selling Stuff You Don’t Have

The B2B Product Manager Magazine April 2018 is now available. We kick off our April issue by looking at the correlation between your sales methodology and your product management philosophy. We also discuss the ultimate customer experience, a requirements food analogy and why it’s easier to sell products you don’t [...]

2019-06-03T14:15:35-04:00April 24th, 2018|Categories: Blog|Tags: , |Comments Off on Aspirational Selling, Requirements Spaghetti, Be the Customer, and Selling Stuff You Don’t Have

Creating the Ultimate Customer Experience Starts With Being a Customer

It’s the little things that matter most when it comes to raising the customer experience from good to great. Sometimes there’s no substitute for just being “the customer” yourself. […]

2019-06-03T14:15:36-04:00April 10th, 2018|Categories: Blog|Tags: |1 Comment

Strategic and Tactical Requirements: Spaghetti or Layer Cake?

When you combine strategic and tactical requirements, you can end up with a bowl of spaghetti or a layer cake. The layer cake approach makes the relationship between strategic and tactical requirements simple for everyone to understand and, believe it or not, a more appetizing dish for the masses. The Playbook: […]

2019-06-03T14:15:37-04:00April 7th, 2018|Categories: Product Management Playbook|Tags: |Comments Off on Strategic and Tactical Requirements: Spaghetti or Layer Cake?

Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven

The B2B Product Manager Magazine March 2018 is now available. We headline our March issue by going back to one of those marketing basics that’s all too easy to forget. We also draw the analogy between a lifestyle change and the shift from a product success culture to a customer [...]

2019-06-03T14:15:37-04:00March 27th, 2018|Categories: Blog|Tags: , , , |Comments Off on Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven

Market-Driven Products vs. Market-Driven Product Companies

If you have market driven products then don’t you have a market driven company? […]

2019-06-03T14:15:37-04:00March 13th, 2018|Categories: In The Trenches|Tags: , , , |Comments Off on Market-Driven Products vs. Market-Driven Product Companies

Segmenting Markets and Quantifying New Product Ideas

Segmenting markets is the most important thing your organization can do because it answers the question, WHO are our target customers? In other words, your market segments are the basis for all critical decisions because they form the common bulls-eye that focuses all product, marketing and sales activities to common customer needs and goals. Market [...]

2019-06-03T14:15:38-04:00March 12th, 2018|Categories: Product Management Playbook|Tags: |Comments Off on Segmenting Markets and Quantifying New Product Ideas

Product Success Metrics, Demo Value Themes & The Definition of Successful Product Management

The B2B Product Manager Magazine January 2018 is now available. We’re kicking off 2018 with a discussion on product success metrics and a viewpoint that there’s only one critical metric that’s important over the long term. If you routinely hit that one, all the others will take care of themselves. We [...]

2019-06-03T14:15:39-04:00January 30th, 2018|Categories: Blog|Tags: , , , |Comments Off on Product Success Metrics, Demo Value Themes & The Definition of Successful Product Management