Buyers have had enough of phony product brands. Fabricated figureheads like Betty Crocker and the Marlboro Man ruled the twentieth century, but social media and customer…
Listen NowI’m never surprised when prospective clients ask me to propose a product launch budget based on vague goals and little other input. It happens more often…
Read ArticlePricing can make or break any product. Set it too high, and even best-fit customers will take a pass. Too low and you’re devaluing the product,…
Listen NowÉtienne Garbugli, author of Solving Product and Lean B2B shares advice for using customer research to achieve product-market fit and achieve scalable growth. As a 3-time…
Listen NowIf you’ve been involved in creating and marketing a new product, you know all too well the danger of having your ideas stolen or copied. In…
Listen NowProduct positioning is essential to sales, and you simply can’t scale without getting it right. Yet most marketers and executives can’t even tell you what positioning means,…
Listen NowWhat 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…
Listen NowTaking 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,…
Listen NowI recently re-watched the 2015 Ted Talk by Bill Gates in which he predicted how a flu-like airborne pandemic could cross continents via pre-symptomatic travelers—infecting millions of people…
Read ArticleProduct 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…
Listen NowWe 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…
Listen NowInspiration 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…
Listen NowProduct 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…
Listen NowPhysical 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…
Read ArticleFor 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…
Listen NowIf 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…
Listen NowEvery 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…
Listen NowIt’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…
Read ArticleA 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…
Listen NowPart 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….
Listen NowPart 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…
Listen NowYears 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…
Read ArticleVideo, 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…
Listen NowIf 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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