Test positioning like you test software
Validate positioning and messaging - before you go to market - by thinking like a software developer.
Product marketing in downturns
Where should product marketers focus efforts in this economic environment?
The product marketing puzzle
ICP and personas, positioning and narrative, and where does a GTM strategy fit? My attempt to bring the puzzle pieces together in one diagram.
Product marketing and the Double Diamond
A handy framework to show where product marketing can add value in product development.
The importance of principles (or Okay… but how?)
"If you stand for nothing, Burr, what'll you fall for?". Can you use principles in your day-to-day work?
Seven go-to-market research tools to bookmark
Where should product marketers go for go-to-market research? Here's 7 tools to check out.
Every product marketer needs to know about SPIN
Why PMMs should use the SPIN sales methodology in their everyday work
6 tips to craft concise, captivating, creative value propositions
Writing short value propositions can be tricky. Here are some shortcuts to help you get creative when brevity matters.
Nobody cares about your feature-heavy demo video
You probably need an explainer video, a 'tell me more' video, and a walkthrough video. Here's what they need to achieve.
Introducing the Customer Value Positioning framework
My four-step process to build positioning that works, by understanding the value your customer desires.