Graphos Project

Blog

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…

Podcast

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…

Podcast

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…

Podcast

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…

Podcast

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…

Podcast

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…

Blog

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…

Podcast

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…

Blog

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…

Podcast

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…

Blog

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…

Blog

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…

Podcast

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…

Podcast

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….

Podcast

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…