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Podcast
The Secret “Buy Button” in Your Customer’s Brain, with Neuromarketer Patrick Renvoisé
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…
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5 Best Practices for Launching New Products in Tough Economic Times with Michael Eckhardt
Taking an innovative product across the commercialization chasm is an immense challenge at the best of times. During a crisis, or in the days following one,…
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Blog
Launching a Product in (or Immediately After) a Crisis: 5 Things You Must Do
I recently re-watched the Ted Talk by Bill Gates from 2015 in which he predicted a flu-like pandemic that would cross continents carried by pre-symptomatic travelers—wiping out millions…
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Why Should I Choose Your Product? with Author Ian Chamandy
Product 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…
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Creating a Product for a New Market, with Samuel Greene of ZOOM
We live in a crazy time when new technologies are constantly creating booming markets in spaces where absolutely nothing previously existed. Podcasting is one example, as…
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How to Rock Your Product’s Kickstarter with Jackson Cunningham
Inspiration for a new product can come from anywhere—even a pet store. Once you’re inspired and you’ve got a fire in your belly, you need to…
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Creating an Unforgettable Brand Name for Your Product with Author Jeremy Miller
Product naming is harder than it’s ever been. If you’ve struggled with developing a brand name you can trademark, register as a .com and grow into…
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8 Ways Products Magically Transform our Lives
Physical products have a magical way of popping into our lives, embedding themselves—and transforming us. When that happens, they become much more than “things.” Consumer products…
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A Guide to Innovative Product Development with Kyle Handfield from Ventrify
For our first episode of 2020, we go to the very heart of product launch: the product development cycle. It used to be that if you…
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Finding the (Real) Truth in Product Validation with Author Rob Fitzpatrick
If market research returns feedback 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…
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Worry-Free Manufacturer Sourcing and Logistics with Daniel Sande
Every physical product brand owner considers manufacturing offshore at some point, weighing the benefits against risks — which are myriad but can be mitigated if you know…
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7 Things Every Product CMO Desperately Needs (and How to Get Them)
It’s a prestigious and coveted title, but the job of Chief Marketing Officer (CMO) sure comes with a lot of baggage. Most infamously, it’s the shortest-tenured…
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Licensing Your Product For Royalties and Risk Reduction with Trevor Prentice
A licensing deal can be transformative to an inventor or product brand. It can open up new markets and create ongoing passive income. But doing it…
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Go Where Your Market Is with Justin Jackson – Part 2 of 2
Part 2 of 2: The conclusion of our two-part conversation with Justin Jackson, a developer and entrepreneur who has been involved with hundreds of product startups….
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Go Where Your Market Is with Justin Jackson – Part 1 of 2
Part 1 of 2: Justin Jackson thinks about product launches and marketing a lot, because he doesn’t accept conventional wisdom; he’s a keen observer of both…
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How Jobs to be Done (JTBD) Make or Break a Product Launch
Years ago I worked on an assignment to promote an electric pontoon boat. The engineering was brilliant, efficient, and just really, really clever. The client wanted…
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Videos That Sell Products With Stephanie Testa
Video, at least in the form of television, is not a new thing. Commercials and product demos have been part of our lives forever. So why…
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Surprise & Delight: How Packaging Can Be Your Competitive Advantage with Dave Hopkins
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…
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The Complete Product Development Cycle with Filip Valica
Filip Valica is a mechanical engineer who has worked for large corporations and as founder of The Product Startup has coached numerous product brands through his…
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Why People Buy – Part 1 – JTBD for Innovative Products with Alan Klement
Part 1 of 2: Alan Klement wrote “When Coffee and Kale Compete: Become great at making products people will buy.” The book provides a new way…
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Why People Buy – Part 2 – JTBD for Innovative Products with Alan Klement
Part 2 of 2: Our discussion continues with Alan Klement, author of “When Coffee and Kale Compete” We explore with Alan the methods of describing Jobs…
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Don’t Fall Short: Crafting Your Minimum WOW Product (MWP)™
Ever heard of Hydrox cookies? Hydrox was the original chocolate sandwich cookie with a creamy vanilla centre. It was introduced by Sunshine Biscuits in 1908—and imitated…
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Crossing the Chasm: Launching an Innovative Product for Mass Adoption
Bryn, Laurier, and Andreas discuss ideas from the classic book, “Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers” by Geoffrey A. Moore. Until…
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4 Reasons Product Launch Strategy is SO Damned Important
About a decade ago I led a multi-million dollar web app project. Despite some of the most gruelling hours I’ve ever worked, the product failed after…
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