Align your differentiators with the buyer journey
Showcase the right differentiators, to the right stakeholders, at the right time, with this framework.
Check out the most recent posts
What does it mean to try?
Some reflections on my word of the year.
Experiment: AI PMM chatbot
Introducing an AI chatbot for product marketing advice.
Analysis: 16 years of Zendesk positioning
What we can learn from Zendesk's positioning evolution over the last 16 years
Branding, positioning, and product marketing
A case study, and my tips on how product marketers can connect positioning fundamentals to visual identity.
Move fast and prove fast, with Minimum Viable Product Marketing
Break your work down, be more transparent, test and learn - apply these three questions to your work.
Build memeable positioning
Your positioning needs to be a meme, and transmit ideas, visions, emotions, and reactions.
10+ ways to get closer to your customers this week
Improve your intuition and take small steps to deepen your customer understanding with these tips.
Don’t build a process, build a system
Find out why processes might be to blame for slow marketing teams, and how system-thinking can speed up results.
The Second Product Pitfall
Building your second product usually... doesn't go so well. Read why I think that happens, and what a 'good' experience should look like.