Graphos Project
Product:
Knowledge
Blog
7 Things Every Product CMO Desperately Needs (and How to Get Them)
November 15, 2019
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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Podcast
Licensing Your Product For Royalties and Risk Reduction with Trevor Prentice
November 13, 2019
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
October 22, 2019
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
October 22, 2019
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
September 16, 2019
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
September 16, 2019
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
August 20, 2019
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
August 9, 2019
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
July 17, 2019
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
July 16, 2019
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)™
July 11, 2019
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
June 13, 2019
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
May 29, 2019
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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What Product Brands Need to Know About Intellectual Property Law
May 21, 2019
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 product…
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8 Huge Mistakes That Kill Product Launches
May 13, 2019
Launching a new product is an amazing opportunity—and a massive responsibility. The full potential is waiting, and the difference between getting it right or wrong can…
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The Secret to Finding Your Product’s 90/10 Rule
May 8, 2019
Every product has them. Those low-hanging fruit who are interested, eager to buy, and generally low-maintenance. Your ideal, right-fit customers. They’re at the heart of your product’s Pareto…
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What’s in a Brand Name?
April 25, 2019
Haagen Dazs and Doritos are made-up words, meant to sound Norwegian and Spanish. Your own name is the sweetest sound you’ve ever heard. But what would…
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Obsession Branding
April 11, 2019
Obsession brands are everyone’s standout favourite. Consumers will pay more, wait in line, or travel out of their way to get the brands they’re obsessed with….
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Why Product Marketing Isn’t Just Marketing Products
March 28, 2019
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…
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