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7 |
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Product Management - Start With the Story |
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 | Joshua Duncan (Dell) |
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;){kind=small} | Case Study |
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| Car Company |
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| SUV |
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| Youth Orientated |
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| What do you need to know? |
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| Questions to ask? |
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| Trends? |
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;){kind=small} | Questions? (Answered live by Duncan; Coming from audience) |
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| Whats a kid? |
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| What are they interested in? |
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| How much money do they have? |
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| What are the competitors doing, what are the trends, what are the macro factors? |
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| What is the price point? |
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| What is the timeframe of the demographics? |
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;){kind=small} | Nissan Xterra |
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| Water proof seats |
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| Standard roof rack |
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| Different |
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| Storytelling is by far the most underrated skill in business |
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| Welcome to Nobody Cares |
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| Word of mouth, a time-honored marketing tactic, now acts like a megaphone on steroids |
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| Sizzle Fizzles |
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| Today, the product can and should be the center of the marketing conversation. The product will be your most powerful marketing tool. (Baked In, Bogusky) |
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| Write the Commercial First |
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| The product has a story, and the marketing makes it sign. |
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;){kind=small} | Example: 6 months baking, ready to turn on press, someone innovative, not creating market, not huge yet. Lots of data. Good technology. Home run. |
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| Full go to full stop in one week |
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;){kind=small} | Counter story (internal) |
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| Risky |
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| No need |
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| Wait a year |
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;){kind=small} | Had vision story, but stopped sharing it. |
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| Need to pitch at multiple levels within company |
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;){kind=small} | Stories for different people |
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| Internal vs external |
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| Sales vs executives |
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;){kind=small} | User examples... |
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| No business case or knowledge of how it was going to be marketed |
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| Differentiated feature, sold to sales and marketing and customers, then built and sold the heck out of it; flaming e-mail to executive, investigation, was not working right, implementation and support schemes not working at customer, thinking it was high risk implemented old product. Customer thought they were getting the new things, but got the old thing. |
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| Must pay vested interest. |
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| Sell then build. |
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;){kind=small} | Made to Stick (book) Success Model |
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| Simple |
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| Unexpected |
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| Concrete |
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| Credible |
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| Emotional |
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| Stories |
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;){kind=small} | Don't forget the demo |
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| More video is uploaded to YT in 60 days than all 3 major US networks created in 60 years |
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;){kind=small} | Plancast (website) - No 30 second message of what it is |
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| Manages events you are going to |
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| Evernote - Good example with video |
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| Whitepapers |
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| Quickly tell me what it does (feature 1), then point to more information |
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;){kind=small} | Sales may be against this because they worry about competitors will look at it, etc |
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| Sales can be against because it is not a story or conflicts with their story |
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| Seeing things vs being told things |
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| Brandcamp http://tomfishburne.typepad.com/ |
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;){kind=small} | Main Points |
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| Nobody Cards |
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| Commercial First |
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| Don't Forget the Demo |
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