Vivek Asija

I try to teach new product marketers how to think critically about positioning and messaging. It's very tempting to rest on more obvious product and feature descriptions...

Over the years I have collected and adapted a number of messaging tools. I have come up with a structured process for messaging development, and one of the deliverables i...

Competition plays a central role in messaging development and you must get extremely familar with how your competitors tell their story. After all, there's a reason we c...

Writing, writing, and more writing. Be willing to throw away some copy -- even if you love it -- until you have the write story come to life. This is an organic process...

One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and dem...

I mentioned in another post that I have come up with a structured process for messaging development. with my team of product managers and product marketers, I work throu...