Find your competitive advantage through brand positioning
4 min read. Brand positioning is the difference between a last resort meal at the airport and a celebrity wedding reception.
Do you really know who you’re selling to? How to build personas and why it matters
5 min read. We've worked with dozens of founders who insist they "know" who their target audience is, but it's only after we've guided them through this persona process that they see how much information, understanding, and empathy has yet to be fleshed out.
Using Jobs to Be Done to build and market better products
6 min read. Jobs to Be Done is an innovation framework that will help you differentiate in a crowded market, innovate on a mature product, and market effectively to customers.
From floor cleaner to mouthwash: How positioning makes a world of difference
7 min read. How you position your product will make or break your company. A product can be re-framed in the minds of consumers without changing a single thing about the product.
Your MVP may not be as viable as you think
6 min read. A pervasive mistake I see is companies waiting to start thinking about how they’ll announce their product. The excuse is always that they’re too busy building product. But building an MVP without a strong plan for the announcement will become a launch that falls flat. Instead build the MMP, Minimum Marketable Product.
Talk: Defining & marketing the Jobs to Be Done
52 min watch. In this talk with Grand Central Tech, we introduce the concepts of Jobs To Be Done, share real-world examples, and do a live working session with Matt Giffune, the CEO and Co-Founder of Occupier, a real estate success platform.
How our Build-A-Box workshop leads to better messaging
Build-A-Box is aptly named because you, well, “build a box” of core messaging for your product and company.
The 12 stages of taking a new product to market
Taking a new product to market is a daunting task and it can be hard to know where to begin. Start by truly understanding customers and competitors to find the story that only you can tell.
Product marketing starts before product scope
The popular analogy that product managers put product on the shelf and product marketers get it off the shelf is fundamentally wrong. The best products are built with the market in mind–and product marketing should contribute long before anything gets put on a shelf.
Product Marketing World Tour 2019
Olivine is teaming up with Product Marketing World 2019 to chair the largest gathering of product marketers across the world. Tour stops include San Francisco, Boston, Chicago, London, Dublin, Austin, Sydney, and Vancouver.