A little research into “Product Marketing” and the name Justin Jackson will show up, a lot. Whether he’s running his podcasting platform Transistor.fm, his bootstrapper community MegaMaker, writing his blog, juggling multiple podcasts and Twitter accounts while being daddy to his four kids, Justin Jackson is remarkably prolific.   Justin thinks about product launches and marketing a lot, because he doesn’t accept conventional wisdom; he’s a keen observer of both brand and consumer behaviours. Justin says rather than trying to get the market to find your product, you need to take your prod ..read more

If you’re preparing to launch a new product—or have ever relished the experience of removing one from its packaging—this episode is for you. The popularity of “unboxing” is just one illustration of how important product packaging has become. Packaging is no longer merely to “protect, deliver and entice;” but a highly experiential differentiating opportunity for smart product brands. Guest Dave Hopkins is a packaging advisor who believes great packaging aims to surprise and delight consumers—which translates into a sales and brand-building advantage. Graphos Product: http://graphosproduct.com D ..read more

What if science could prove that marketers are doing EVERYTHING wrong? Patrick Renvoisé is a brain scientist who has co-authored two books claiming that is exactly the case. At SalesBrain, the consultancy where he is Chief Persuasion Officer, Patrick has helped over 100,000 CEOs identify and target the secret Buy Button inside their customer's brain. The co-author of "Neuromarketing" and "The Persuasion Code," Patrick shares his simple, proven scientific methodology to create desire and entice people to buy your product. Using sophisticated physiological measurements, measuring brainwaves and ..read more

Part 2 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better. Klement’s perspective on “Jobs to Be Done” (JTBD) is game-changing, transforming how product marketers approach and understand products and customers. Episode 1: What is "Jobs to be done" theory? Episode 2: A deeper dive: how to apply JTBD to your business. Book: http://www.whencoffeeandkalecompete.com Twitter: @alank ..read more

Marketing is all about differentiation. The leaders behind every product brand have thought about, rehearsed, or delivered an elevator speech about why you should choose their offering—but VERY few have baked in a concise way of articulating it to their customers. If you create physical products, the most important differentiation may not be the products themselves. In fact, focusing too much on selling your product features is probably counter-productive. Research is clear that people make decisions on a deeply emotional level, and then consciously rationalize the decision to explain it. But ..read more

Life in the information age has transformed what we mean by "products." A product used to be anything you could taste/touch/feel. Today, information about a products is just as, or more valuable, than the product itself. Securities laws and Intellectual Property (IP) law are all about the legal protection of information. Episode 7 puts a spotlight on IP. Intellectual Property is Erika Murray's speciality. As a a lawyer, a professor, executive, innovator, and tech startup founder she's an expert on IP related issues. She holds a law degree as well as a PhD in Chemical engineering. Erika Murray ..read more

Naming a company is more complicated than naming a baby. It just is. There’s more family involvement. Is the product for men, women, seniors; is it for a particular activity or sport that has its own jargon and vocabulary? What country is the product going to be sold in—now and down the road? What are the social mores of that country, and what cultural taboos do we need to avoid; which buttons are we able to push without offending? It’s like learning a new language. We do it all the time, and everyone in marketing has said, “Someone needs to write a book about this.”  Jeremy Miller, the a ..read more

Welcome to Episode 1 of Product: Knowledge is an introduction to Product Marketing, which isn't just marketing products. Graphos specializes in Product Marketing - which takes businesses from product development, market research, and consumer engagement. Host Bryn Griffiths talks with Laurier Mandin, CEO and Principal of Graphos, and Andreas Schwabe, Graphos' director of Media Services to talk about everything the podcast will cover. Get in on the ground floor of Product Marketing with Product: Knowledge. Graphos Product: https://www.graphosproduct.com ..read more

If you ask Mom what she thinks about your new product, she’ll lie and tell you it’s fabulous — even if nothing could be farther from the truth. When you’re launching an innovative product, product-market fit is essential. That means knowing a sufficient, reachable customer base will be more excited about the product than you are. Conducting validation research is crucial. But the questions you ask is where things often start to go wrong. If market research questions return answers like, “I think it’s a good idea,” or “I’d buy that,” it’s NOT a good thing. chances are, you're asking the wrong q ..read more

Manufacturing in China is different. How different is hard to describe if you’ve never seen it. It’s not that there are cities with factories. There are cities OF factories. And those cities often specialize in a particular kind of manufacturing. Competition is extreme and cutting corners is common. Having a good idea for a product is one thing, but you can’t exactly open the yellow pages and find which city of factories specializes in laser pointers. Where do you even start? Daniel Sande is a manufacturing sourcing agent. He found success in people, and uses technology to communicate with man ..read more