Innovation by Immersion [Series 3/5]

 Experience is the Message

People have experiences about product, products don’t have experiences.  – Marcelo Marer, Chief Creative Director, Intel Media

What sells well in the U.S. many not be a benefit to anyone elsewhere. If you sell globally, it’s critical to design products for the new markets you plan to enter. Doing so requires research and an honest/thorough analysis of the information you have collected.

User Stories and User Personas

In the previous blog, the product teams hypothesized their customers and prospects need to collaborate – on demand, from anywhere – with their partners and other growers, in order to be more productive and to reduce risk. Continue reading “Innovation by Immersion [Series 3/5]”

Going Global – PDMA Georgia [Series 1/5]

Something innovative happened again at KO HQ this Thursday

The PDMA| Georgia chapter held it’s 9th annual Summit – topics were global in scope but personal in focus. Much shared learning and best practices offered. A very good reason to step away from desks/deliverables and come together with like-minded product professionals.

Innovators may already be intuitively using Agile

Top-line takeaways from the Round Table

  • Get a handle on things that bite in your planning stage, not during execution (import laws, regulations)
  • RESONATE! – don’t just BE in the chosen markets (do provide consistency, quality, awesome user experience)
  • Create RELEVANCY- use everything around your product to do this
  • LISTEN, partner with a local  –  help your prospects ARTICULATE their unique drivers Continue reading “Going Global – PDMA Georgia [Series 1/5]”

The Launch Queen Speaks (Series 3 of 4)

Part 3 of Agile Product Marketing Series:

  1. Product Marketing Becomes Agile
  2. What’s a Product Marketer Doing with a Roadmap?
  3. The Launch Queen Speaks
  4. It’s Not Small Change

A series written to help Agile and B2B Marketing teams understand each other’s conversations and methods. Previously we discussed how real-time dialog between Agile and Marketing teams drive Business Value by creating need-to-have features. This time we’re in a product launch.

Like adventure?

Try running a global product launch. I’ve described it as building a rope bridge while crossing a raging river filled with hungry alligators and sharp rocks.  Don’t look down and failure is not an option.  Not much time to recover from a botched job.

“Product commercialization and product launch requires a rigorous program strategy and execution.” – Found scribbled in my study notes, author is unknown.

Sounds Like We Need to Get Agile

No matter how you dice it, product launches are complex.  It’s all about teams, communication and performance… and successful transition. A launch isn’t a success until the product steps out into the cold, new world of Life Cycle.

Let’s back up to launch. Do all the teams:

  • Know the goals
  • Know the roles
  • Know the priorities
  • Commit and collaborate

In a traditional launch, stakeholders proceed within their own swim lanes. When done with their piece, over the wall! #FAIL

I Feel a Strong Need for Agile Advice

Marketing will take care of setting the market’s/analysts’/customers’ expectations of the product. Seeking Agile advice on continuous delivery, keeping teams collaborating and with how to integrate all the moving parts.

Keep on keeping on!

On the Tee:  It’s Not Small Change (Series 4 of 4)