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Product: Knowledge — the Product Marketing Podcast

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Episodes of Product

Ever noticed that while most brands battle constantly with competitors for small gains, leaders like Apple, Tesla and Amazon play in an entirely different sphere? Stan Bernard, author of “Brands Don't Win” believes it's because the branding gam
R-RRIP! That was the way we've marketed and sold products for ages, being torn apart. Facebook, Google Ads and other digital ad platforms have been hammered by consumer privacy implementations, making it impossible for many advertisers to sell
Selling an innovative product relies on making change. And there can be a lot of resistance to adopting a new product of any size, but especially for B2B products with long sales cycles and complex onboarding processes. Margie Agin, author of B
We talk a lot about the high failure rates of consumer products. It’s a tough road, and launching a hit product is a rare event. Michael Sandeen is an innovator who’s exploded those odds—and he’s now done it twice. Thirty-five years ago Michael
Consumers have had enough of phony product brands. Fabricated figureheads like Betty Crocker and the Marlboro Man ruled the twentieth century, but social media and customer reviews have permanently altered the landscape. Not only can we handle
Pricing can make or break any product. Set it too high, and even best-fit customers will take a pass. Too low and you’re devaluing the product, stunting growth and possibly starving it for cash. But how do you craft a pricing structure that is
As a 3-time startup founder and 5-time entrepreneur, Étienne has worked in the trenches of building tech companies and introducing innovative products. In “Solving Product,” he has created a reference book to help product creators through the m
If you’ve been involved in creating and marketing a new product, you know all too well the danger of having your ideas stolen or copied. In fact, it probably keeps you up at night—just as it did for innovators like Steve Jobs. Patenting the fea
Product positioning is essential to sales, and you simply can’t scale without getting it right. Yet most marketers and executives can’t even tell you what positioning means, much less how to do it. April Dunford is on a mission to change that.
What if science could prove that marketers are doing EVERYTHING wrong? Patrick Renvoisé is a brain scientist who has co-authored two books claiming that is exactly the case. At SalesBrain, the consultancy where he is Chief Persuasion Officer, P
Taking an innovative product across the commercialization chasm from the Innovators and Early Adopters to the much larger Early Majority is an immense challenge at the best of times. During a crisis—or in the days following one—it often becomes
Marketing is all about differentiation. The leaders behind every product brand have thought about, rehearsed, or delivered an elevator speech about why you should choose their offering—but VERY few have baked in a concise way of articulating it
Podcasting is just complicated enough to introduce anxiety and resistance for those who might otherwise want to try sharing their voice. A new audio market segment of "podcast mixer-recorders" aims to address the complexity problem. Podcasting
Inspiration for a new product can come from anywhere—even a pet store. Once you’re inspired and you’ve got a fire in your belly, you need to find a way to make your idea real. Having ideas is easy; paying for them, not so much.Some startups use
Naming a company is more complicated than naming a baby. It just is. There’s more family involvement. Is the product for men, women, seniors; is it for a particular activity or sport that has its own jargon and vocabulary? What country is the p
For our first episode of 2020, we go to the very heart of product launch: the product development cycle.It used to be that if you had a product idea you had to not only finesse the ideation, but somehow cobble together a development team for ea
If you ask Mom what she thinks about your new product, she’ll lie and tell you it’s fabulous — even if nothing could be farther from the truth.When you’re launching an innovative product, product-market fit is essential. That means knowing a su
Manufacturing in China is different. How different is hard to describe if you’ve never seen it. It’s not that there are cities with factories. There are cities OF factories. And those cities often specialize in a particular kind of manufacturin
ParagraphA licensing deal can be transformative to an inventor or product brand. It can open up new markets and create ongoing passive income. But doing it wrong can be a nightmare and leave piles of money on the table. In our fourth instalment
A little research into “Product Marketing” and the name Justin Jackson will show up, a lot. Whether he’s running his podcasting platform Transistor.fm, his bootstrapper community MegaMaker, writing his blog, juggling multiple podcasts and Twitt
A little research into “Product Marketing” and the name Justin Jackson will show up, a lot. Whether he’s running his podcasting platform Transistor.fm, his bootstrapper community MegaMaker, writing his blog, juggling multiple podcasts and Twitt
Video, at least television, has been around for a long time. Commercials and product demos have been around forever. So why are we talking about video as though it’s something new and mysterious? We’re talking about video because digital market
Video, at least television, has been around for a long time. Commercials and product demos have been around forever. So why are we talking about video as though it’s something new and mysterious? We’re talking about video because digital market
If you’re preparing to launch a new product—or have ever relished the experience of removing one from its packaging—this episode is for you. The popularity of “unboxing” is just one illustration of how important product packaging has become. Pa
Filip Valica is a mechanical engineer who has worked for large corporations and as founder of The Product Startup has coached numerous product brands through his development and launch process, a comprehensive view of the product lifecycle that
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