I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More
This is a great question and I’ll share an answer, but it’s a topic I’d encourage you to discuss with your manager if you’re looking to grow from an individual contributor into a people manager role. In addition to having advanced knowledge or mastery of domain-specific skills, I look for the ......Read More
How does a product launch differ depending on the size of the company?
How does a lean small startup launch look different than a product launch at a place like Loom?
It depends on your resources and the skills of your team. A larger company might be able to tap into more channels successfully or might already have more users and so the launch will inherently be more amplified. You can still do a successful launch as a small company with some creativity an......Read More
How do you manage the internal communication of releases?
Any tips for this to happen recurrently and clearly for all stakeholders who need to know this information in advance?
First off, we should clarify that releases do not mean launch and vice versa. There's a distinction there that I believe we will address in another question, part of this AMA! Am gonna be oversimplifying, on purpose. Product releases are mostly geared towards existing customers. Your install ba......Read More
It's all about the process. Don't start with "we have something to launch and here's all the stuff we're going to do for this launch and NOW let's set a launch goal." Instead, start with what strategic goals your company is trying to solve. Okay, it's churn. So how will this new launch help with ......Read More
You shouldn't be working on a product launch without a launch goal already set in place. Launches should be either: 1) focused on helping hit a strategic company goal 2) focused on helping grow a new product Your launch goal should be a short term focus: book 50 sales demos, get 200 cust......Read More
Each geography is different, so don't treat geos as "one size fits all." Make sure you understand the nuances of the region you're launching in--what language resonates best in messaging? What channels might be different? How does the perception of your organization or product change based on geo......Read More
Great questions. Product Marketing should be involved, or at least aware of, every launch in my opinion. I think it's important to establish launch levels, or some process around it though - a very minor feature update shouldn't get the same amount of time dedicated as an all-new product line. At......Read More
Measuring success starts with defining what success looks like. This is most successful when it’s a cross-functional effort, and teams across the organization are bought in. Ahead of launch you should align on a metric. This will differ from product to product. You need to figure out what metric......Read More
How to communicate big changes in product when these changes have some benefits but require a big effort from your customers to enjoy them?
For example: your customer need to migrate from an old API to a new one.
Welcome to the fun world of Enablement! And there are internal + external aspects of this. * External * Message x Value & benefits: What's in it for your users? Migration is a pain in the ass. Before you get to the logistics, you have to sell them on the why * Transition pla......Read More