Welcome to the first post in the new How To Be A Good Product Manager blog format. Please email me your feedback or leave a comment below and let me know what you think of the format! Now, let’s get on to the good stuff…
Learning from Apple’s mistakes
Over on the SiriusDecisions blog, I posted onÂ Five Lessons for B-to-B Marketers from Appleâ€™s iOS 6 Maps Gaffe. If you’ve used iOS6, or been following the news, you know that the iPhone 5 launch has been overshadowed to some extent by problems with Apple’s new Maps app. What can you learn from this? Though it’s geared towards business-to-business audiences, it’s really applicable to product managers and product marketers regardless of the type of product.
From the How To Be A Good Product Manager archive
Speaking of Apple’s mistakes, I wrote about how product managers couldÂ Learn from the mistakes of the iPhone 3G SÂ back in 2009 when it was released. It’s interesting to go back and read that post now (and the comments) and see what Apple has (or hasn’t) changed since then.
Product Management Talk: Personas
My SiriusDecisions colleague Marisa Kopec was the speaker/leader of this week’s Product Management Talk, focused this week on The Persona Based Approach To Effective Product Marketing. If you’re not familiar with it, #ProdMgmtTalk is a weekly Live broadcast with Twitter Chat. Here are some of my favorite tweets:
- From @jefflashÂ (that’s me!): Personas should be based on actual research with lots of buyers/users vs. stereotypes (gut feel; anecdotal example; relatives) #prodmgmttalk (permalink)
- From @repossibility:Â Well-designed personas are the sales person’s best friend by showing what prospects think BEFORE they contact sales people #prodmgmttalk (permalink)
- From @Convo_Craig:Â Targeting a specific persona and a well-defined problem they need solved aligns #prodmgmt #marketing and #sales… #prodmgmttalk (permalink)
- From @jefflash (me again!):Â Big mistakes people make w/personas: thinking job title = persona; that personas are automatically reusable across products #prodmgmttalk (permalink)
If youâ€™re reluctant to kill a product because youâ€™re in love with it, remember … Every product that hangs on beyond its shelflife represents loss of opportunity, loss of momentum, loss, loss, loss. And thatâ€™s if youâ€™re lucky.
You could be giving your competitors an opportunity to gain market share and mindshare within your segment. Which could be the kiss of death.
In other news, Jason Brett’s presentation The 60 Second Business Case wonÂ Best Session at ProductCamp Atlanta 6 on August 18, 2012! If you were like me and weren’t there in person, you can still see what all the fuss was about andÂ see the slides on SlideShare. I commented on Twitter that it really wasn’t as much about business cases as it was about portfolio management, to which Jason replied: “agree. It’s precisely about doing the most important things and explaining why those things are important.” If that’s not the essence of product management (and of a lot of work — and life), I don’t know what is.
For more regular product management and product marketing thoughts and links, follow me on Twitter: @jefflash. And don’t forget to email me your feedback or leave a comment below and let me know what you think of the new blog format.
Until next time,