Research does more than just inform product positioning and messaging — it helps
build conviction around how to move forward as a company. The key is to ask
specific and nuanced questions; listen to what the research is telling you; and
pivot accordingly. In this episode, Kevin Garcia, offers awesome advice on how
to approach research with an open mind and rigorous practices like: --- How to
define the scope of your research based on time, goals and priorities. --- Why
you should always conne...more
I like to break this down into: product research, messaging research, GTM
Product research is research you do to inform the product the team builds. This
almost always manifests in alpha and beta testing, but it can also be a specific
research project you tackle.
Make it jointly owned. Your team will (almost certainly) not grow as fast as
sales, success, support, etc. Even talented PMMs struggle to keep these things
relevant and useful for every season of the company’s journey.
So rather than boil the ocean, make it everyone’s responsibility. If your b...more
I’ve never met a PMM who was able to keep everyone happy. So I’d reframe away
from that goal as much as possible. Instead, I like to focus on how to keep your
messaging defensible early and often.
You’re right that everyone has opinions. But there are a few opinions that
First of all, I feel your pain! With the company moving fast, it can sometimes
feel that your messaging is always playing catch up.
In cases where your product and business evolve quickly, I recommend anchoring
your messaging on the elements that remain most constant:
* The market trends aroun...more