AMA: Google Product Marketing Lead, Varun Krovvidi on Messaging

At its core, the decision between emphasizing core vs. non-core offerings in messaging boils down to alignment with your product's positioning. Remember, the goal is to create a cohesive narrative that reinforces your positioning. Every message you send should contribute to the overall story you're telling about your product and its value to customers. Essentially, there are three types of new product capability innovations: Positioning-creating: These are game-changers. They fundamentally alter ...Read More

Let's look at this in 2 different stages Influencing the product: In an ideal scenario, marketing and product teams operate in lock step, making sure product strategy and positioning are intertwined. But, that's just ideal ;). A robust product strategy, informed by a deep understanding of customer needs and market gaps, can lead to a naturally differentiated position. However, the validating this positioning through market research and customer feedback will necessitate revisiting the product st ...Read More

Very interesting question. I'll be honest that I do not have a ton of experience in B2C messaging, but I wanted to dive deep into "why" it might be more similar or different. Let's do this together by digging into the foundation of effective messaging and its constituent parts: The story: This is the core narrative you're crafting, the essence of your message. It involves the problems you're addressing, the solutions you offer, and the transformation your product or service enables. The context: ...Read More

Love this question. Let's discuss the nuances behind defining a compelling message for a product launch. While specifics can vary, the fundamental principle remains constant: Positioning comes first. It is the foundation on which an effective message is built. 1. Start with positioning: Before a single word of messaging is written, it's essential to have a crystal-clear understanding of the product's position in the market. This involves: Understanding the competitive landscape, identify key pla ...Read More

Creating a new product category is like embarking on a voyage to a new continent. While exciting, it's not just about setting sail. It's crucial to first ensure that this new world even exists. The excitement of breaking new ground must be tempered by careful planning and deep understanding of the market. It's about identifying a genuine market need rather than forcing a square peg into a round hole. Here's a breakdown of the considerations:Validation, not assumption: Before diving into the deep ...Read More