Player FM - Internet Radio Done Right
Checked 2M ago
Added four years ago
Content provided by Graphos Inc.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Graphos Inc. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Player FM - Podcast App
Go offline with the Player FM app!
Go offline with the Player FM app!
Product: Knowledge
Mark all (un)played …
Manage series 2827525
Content provided by Graphos Inc.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Graphos Inc. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Want to launch your product with confidence and avoid costly mistakes? Product: Knowledge brings you behind-the-scenes conversations with successful entrepreneurs, bestselling authors, and product marketing experts who share their hard-won insights and practical strategies. Each episode dives deep into the real challenges of bringing products to market — from pricing and positioning to building customer loyalty and breaking into new markets. Host Laurier Mandin, founder of Graphos Product and author of "I Need That: Creating and Marketing Products People Are Compelled to Buy", draws on 30+ years of product launch expertise to extract actionable advice you can apply to your business today. Whether you're: An entrepreneur preparing to launch your first product A CMO looking to optimize your go-to-market strategy A product leader expanding into new markets Or simply fascinated by what makes some products soar while others flop You'll discover proven frameworks, real-world case studies, and expert perspectives on: • Product validation and market research • Pricing strategies that maximize long-term profit • Building memorable brands that connect with customers • Converting browsers into loyal buyers • Scaling your product business efficiently No fluff, no generic advice — just candid conversations and battle-tested strategies from people who've been in your shoes and succeeded. Join Laurier every episode for insights that will help you transform your product from idea to market success. Available wherever you get your podcasts and now on YouTube.
…
continue reading
36 episodes
Mark all (un)played …
Manage series 2827525
Content provided by Graphos Inc.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Graphos Inc. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Want to launch your product with confidence and avoid costly mistakes? Product: Knowledge brings you behind-the-scenes conversations with successful entrepreneurs, bestselling authors, and product marketing experts who share their hard-won insights and practical strategies. Each episode dives deep into the real challenges of bringing products to market — from pricing and positioning to building customer loyalty and breaking into new markets. Host Laurier Mandin, founder of Graphos Product and author of "I Need That: Creating and Marketing Products People Are Compelled to Buy", draws on 30+ years of product launch expertise to extract actionable advice you can apply to your business today. Whether you're: An entrepreneur preparing to launch your first product A CMO looking to optimize your go-to-market strategy A product leader expanding into new markets Or simply fascinated by what makes some products soar while others flop You'll discover proven frameworks, real-world case studies, and expert perspectives on: • Product validation and market research • Pricing strategies that maximize long-term profit • Building memorable brands that connect with customers • Converting browsers into loyal buyers • Scaling your product business efficiently No fluff, no generic advice — just candid conversations and battle-tested strategies from people who've been in your shoes and succeeded. Join Laurier every episode for insights that will help you transform your product from idea to market success. Available wherever you get your podcasts and now on YouTube.
…
continue reading
36 episodes
All episodes
×P
Product: Knowledge

1 Getting from DTC to Retail Without Wasting Time and Money, with Paul Jarrett 47:08
47:08
Play Later
Play Later
Lists
Like
Liked47:08
The path from direct-to-consumer to retail success is something many product makers dream about, but it's also where countless promising products have gone to die. Bad logistics choices, bloated inventory, and unnecessary costs can sink even great products before they ever reach a store shelf. Paul Jarrett, co-founder and CEO of Bulu, has created a unique solution to help brands bridge this critical gap. His company offers something rare in the logistics world: the ability to ship both B2B and DTC from a single inventory source, enabling brands to fulfill orders of any size to any destination. This flexibility allows small brands to compete with major players by offering retailers exactly what they need without minimum order quantities. From his journey starting in advertising to building subscription boxes to ultimately creating a logistics company, Paul shares invaluable insights on when brands should (and shouldn't) make the leap to retail, how to build relationships with buyers, and why inventory management is the make-or-break factor for success. Episode Highlights: Paul's background in advertising and path to entrepreneurship (02:00) The origin story of their subscription box business (05:00) Creating subscription programs for major brands like Disney and Crayola (10:00) How the pandemic forced a complete business pivot (12:00) Solving the B2B/DTC fulfillment gap that no one else addressed (15:00) Signs a DTC brand is ready for retail expansion (23:49) Common pitfalls that kill promising products in retail (25:00) Why inventory visibility is crucial for multi-channel success (31:00) Strategies for getting better shelf placement as a new brand (37:34) Three essential steps for DTC brands planning future retail expansion (41:21) Bulu website: bulugroup.com Paul Jarrett website: pauljarrett.com Graphos Product website: GraphosProduct.com Buy “I Need That” and get Laurier Mandin's daily Need Feed emails: LMandin.com…
P
Product: Knowledge

1 Making Customers Say, “I Need That” – The Art of Irresistible Products 20:09
20:09
Play Later
Play Later
Lists
Like
Liked20:09
In this special episode, host Laurier Mandin introduces his new book, "I Need That: Creating and Marketing Products People Are Compelled to Buy." Drawing from over 30 years of marketing experience, Laurier shares key insights on how to create products that resonate deeply with consumers. Key points covered: The psychology behind why people buy certain products How to transform a product from a "want" to a "need" The CLIMB™ framework for understanding product benefits The concept of the "Coveted Condition™" in product development Strategies for effective product validation Overcoming consumer resistance to new products The three selves of the consumer: Remembering, Experiencing, and Third Self Creating intuitive user interfaces through natural mapping The importance of storytelling in product marketing Scaling strategies while maintaining focus on core customer needs Laurier emphasizes the importance of understanding deep-seated customer needs and aspirations to create truly compelling products. He introduces novel concepts like the "Third Self" and provides practical advice for product developers and marketers. Whether you're a startup founder, product manager, or marketing professional, this episode offers valuable insights to transform your approach to product development and marketing. Get your copy of "I Need That" now: Hardcover Paperback Kindle eBook Audible Audio Book Visit Laurier Mandin’s author site and sign up for his DAILY “Need Feed” emails at lmandin.com Get product insights, learn about Graphos Product and read the Graphos blog at graphosproduct.com Don't forget to subscribe to our podcast for more insights on product development, marketing, and innovation!…
P
Product: Knowledge

1 Cracking the Conversion Code for your Product, with Chris Smith 32:16
32:16
Play Later
Play Later
Lists
Like
Liked32:16
It can be infuriating how much time your marketing efforts take—especially when they get zero traction. Wouldn't it be great if you could focus on acing activities you know will generate results? Chris Smith, cofounder of Curaytor and author of the bestselling (and newly revised edition of) “The Conversion Code,” shares data-proven ways to attract and convert buyers by making smarter use of all the tools you use, from text messages to TikTok. After working for two billionaires, a billion-dollar publicly traded company and a startup that was acquired for 9 figures, Chris wrote “Peoplework” and the first edition of “The Conversion Code,” now used to teach marketing at Johns Hopkins University. In the six years since that first edition was published, the marketing landscape has been turned on its head by privacy restrictions, and Chris knew it was time to offer new solutions. Lots of them. In this mind-blowing episode, Chris Smith shares some of the most valuable insights from the new book, including clever hacks and tricks you can use right away to get exceptional results from your website, social media, TikTok—and everything you do. Buy The Conversion Code 2nd Edition on Amazon Curaytor Website: https://www.curaytor.com Graphos Product, The Product Marketing Agency website: GraphosProduct.com…
P
Product: Knowledge

1 Getting to “Aha!” in Product Validation, with Darshan Mehta 20:26
20:26
Play Later
Play Later
Lists
Like
Liked20:26
It's not unusual for product makers to be terrified by the mere notion of product validation work. Often over-invested emotionally and financially in the product, they're afraid of what they might learn. And many don’t have confidence in their approach to conducting validation research. But the learning will come one way or another, Darshan Mehta points out. And far better to get as many insights as possible early on, while there is time to make changes and the cost of doing so will never again be so low. There is nothing worse than learning once a product is IN the market that it has fatal flaws—except for discovering equally far along that nobody wants to buy it! Darshan Mehta is the founder of iResearch, and author of “ Getting to Aha!: Why Today’s Insights Are Tomorrow’s Facts .” In this episode, he explains the fascinating nature of insights, and how they can help validate product ideas and lead to meaningful discoveries for improvements. At iResearch, Darshan has created a unique resource for conducting cost-effective and insightful online focus groups via chat, anywhere in the world and in any language. Whether you are considering traditional focus groups, surveys, or interviews with prospective users, you'll find Darshan’s advice timely and helpful. It might even fast-track the “Aha!” moment you really need. Episode Highlights: • Why we do product research (01:00) • How insights predict the future (03:50) • The real-world masters of testing and iteration (04:45) • Fatal research flaws of product giants (05:37) • Focus groups come in various forms (07:55) • When customers are never wrong (09:36) • Listen now or learn later: take your pick (11:21) • Finding the people who represent your market (13:40) • Learning to recognize and tap into insights (15:45) • Conducting research without focus groups (16:46) • The downside of analytics (18:29) • Using insights to fill important gaps (19:04) Buy Getting to Aha!: Why Today’s Insights Are Tomorrow’s Facts on Amazon iResearch Website: iresearch.com Graphos Product, The Product Marketing Agency website: GraphosProduct.com…
P
Product: Knowledge

1 Pricing a Product for Long-Term Profit, with Dan Balcauski 32:25
32:25
Play Later
Play Later
Lists
Like
Liked32:25
Nearly all product companies grapple with pricing. What model is the best fit? How do you maximize the market value for a novel product without losing customers when it comes time to pay? Dan Balcauski has spent 15 years helping product makers solve exactly these challenges. As founder of Austin, Texas-based Product Tranquility, Dan has guided many products from new concept incubation through successful launches and transitions. He helps high volume SaaS companies assess pricing practices and optimize pricing and packaging, guiding his clients to make the most impactful pricing decisions and communicate value convincingly to decision makers. Highlights of this episode: • How to know the value of a brand new product (01:47) • What emotional value is, and why it matters (02:39) • The purpose of Jobs To Be Done in pricing (03:33) • How Airbnb got its value proposition right (07:04) • The 4 components of Packaging (09:09) • Why Freemium is a terrible idea (11:46) • Upgrading perpetual license customers to subscription (13:05) • Why Who and How you charge is what determines success (19:18) • How to approach Willingness To Pay questions (20:00) • The critical importance of segmentation (23:44) • Talking to the RIGHT people about pricing (25:16) • What most product makers get wrong with pricing (26:40) • Understanding the process of pricing to do it right (30:32) Product Tranquility Website: producttranquility.com Graphos Product, The Product Marketing Agency website…
P
Product: Knowledge

1 The Secret System Behind the World’s Top Products, with “Brands Don’t Win” Author Stan Bernard 37:20
37:20
Play Later
Play Later
Lists
Like
Liked37:20
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 game is a lost cause. In this episode, he tells you how leaders transcend branding by creating a game no one else can win — and how to do it for your product. As a senior fellow at the Wharton School of Business, Stan Bernard taught his Transcender System to MBA students for 14 years. He's been a consultant to top businesses for nearly four decades, and over 15,000 professionals have taken part in his business "War Games" simulations, his seminars and speaking engagements. Stan's new book walks you through the Transcender System's proven and practical three steps, with case studies including Amazon, Starbucks, Nike and Tesla as well as emerging leaders like Halotop and Peloton. Join Graphos Product President and Lead Consultant Laurier Mandin for this mind-blowing discussion with Stan Bernard. Episode Highlights: 01:30 What makes the Transcender System "the world's most powerful winning system for companies and their products." 02:45 How Transcender businesses, like successful political campaigns, use Agendas to focus and win 04:30 How Starbucks “Transcended” from one store per year in 1987 to 1,350 stores per year 07:15 The 3 ways to win: Competitive Creation, Competitive Re-creation and Competitive Categorization 11:15 Why "competitive advantages" are setting the bar too low 15:14 How changing up the Agenda can hurt your product 20:45 The four steps to communicating the Agenda: Memorable, Ownable, Winnable and Alignable 25:30 The Transcender System's "Four Winning A's" to champion and execute the Agenda effectively 35:00 How to adopt a Winning Mindset to lead your business through the Transcender System Buy “Brands Don't Win” on Amazon Graphos Product, The Product Marketing Agency website: GraphosProduct.com Bernard & Associates website: DrStanBernard.com…
P
Product: Knowledge

1 Selling Products After Facebook with Maureen Mwangi 23:52
23:52
Play Later
Play Later
Lists
Like
Liked23:52
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 their products online profitably. Meanwhile, a succession of unbelievable supply chain issues make costs and material availability a nightmare that threatens the future of nearly every product maker—including those sourcing locally. Maureen Mwangi teaches growing product makers to navigate challenges like these profitably, and joins host Laurier Mandin to share advice and insider tips from her work in launching products for the likes of Lays, L'Oréal, Dove and Chobani. She explains why huge brands like GE, Toshiba and Johnson & Johnson are suddenly transforming to become smaller, and what that says to startups and growth-oriented product businesses. It's a jam-packed episode that covers many of the most important challenges facing product makers and product managers in the incredibly transformative era unfolding before us day-to-day. Here are a few of the highlights: 1:04 What you can learn from product giants becoming smaller, and have customers lean into your “smallness” 3:52 The two factors that MOST influence a customer’s buying decision, and how they relate to your product 5:44 How to leverage Fame, Frequency and Fluency to make your brand a household word with any audience 6:46 Why “scientific precision” is the key to profitability and success for a product business 8:48 Value Based Pricing, and how it can transform a product business into a profit leader 12:11 How to transition safely from a PPC-dependant eCommerce business to your own retail storefront 16:20 Why product makers’ growth strategy is different now, and how to embrace community building 18:35 How to manage supply chain gaps and avoid disappointing loyal customers 20:55 What is a “cash multiplier system,” and how having one can dramatically increase profitability 22:40 The one sure way to prevent customers from turning to your competition Startward Consulting: https://www.startwardconsulting.com Graphos Product, the product marketing agency : graphosproduct.com…
P
Product: Knowledge

1 When Your Product Needs a Breakthrough, with Margie Agin 26:01
26:01
Play Later
Play Later
Lists
Like
Liked26:01
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 Brand Breakthrough and chief strategist of Centerboard Marketing, helps product makers to accelerate adoption and achieve breakthroughs by distilling functions down to their core value propositions. Margie engineers “AHA!” moments for the brands as well as customers. Be sure to grab Margie's Brand Breakthrough Action Guide for hands-on activities, checklists, interview questions and templates to kickstart your brand journey. Here are some highlights from this can't-miss episode: 1:24: How to cruise through a blocker in the sales process 3:41: Using language and narrative to dissolve buyer resistance 4:45: Asking all the right questions (based on Margie’s market research experience) 5:41: “Poking the bruise” to trigger an urgent sense of need 7:10: Pulling the value from features to answer “What’s in it for ME?” 8:28: How (and why) small companies can connect better than the giants 10:50: Using archetypes in convincing tech people to embrace fun, customer-friendly narratives 14:43: Resonating with a diverse assortment of audience types 18:11: Building trust, in a world that distrusts brands 21:00: Testimonials that move buyers forward 22:35: Avoiding the most deadly mistake even the biggest product brands make Centerboard Marketing: centerboard-marketing.com Graphos Product, the product marketing agency : graphosproduct.com…
P
Product: Knowledge

1 Explosive Product Launches, with Spin Jammer & SearBQ Creator Michael Sandeen 29:31
29:31
Play Later
Play Later
Lists
Like
Liked29:31
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 created Spin Jammer, a uniquely spinnable flying disc that sold by the millions in big-box retail stores like Walmart, Toys R Us and K-Mart. Then, in late 2020, he introduced SearBQ, a cast-iron griddle and press combination for the barbecue, and it turned to be his second hit product. But SearBQ doesn’t sell retail: it is only available direct-to-consumer (DTC), through what is now one of Shopify’s top-selling new stores. It’s very deliberately a different strategy, and Michael Sandeen has been quick to adopt other new ways for SearBQ. He started out with a successful Kickstarter campaign, and due to pandemic-induced supply and shipping challenges, launched his summer product in the middle of winter—the winter solstice to be exact—and too late to capture holiday sales. Sales exploded nonetheless, and Michael quickly found himself facing new challenges, battling retail giants for shipping freighter space and Amazon for packing materials. Growth would be the next frontier in his DTC experiment, and he’d need to pull out everything he’s learned to manage it successfully. In this mouthwatering episode (we do talk about food more than we’d meant to—SearBQ has that effect) Michael Sandeen shares how he leveraged three-and-a-half decades of product design, manufacturing and selling experience to make launching a breakthrough product seem so easy. It ain’t just spin and sizzle—but those things help! Here are some key-takeaways from this exciting and enlightening episode: How selling consumer products has transformed since the late ’80s (2:00) Why a retail veteran decided to sell only direct-to-consumer (3:30) How one big idea and two burned steaks sparked SearBQ (5:04) Delighting ideal buyers and winning over the haters (8:00) Why Michael won't use Kickstarter for another consumer product, despite his success (12:47) Things product-makers need to know about Kickstarter marketing agencies (15:08) The biggest lesson from supply-chain challenges and inventory depletion (17:00) Where you CAN'T beat Walmart and Target (17:45) The importance of continuous improvement, even when you’re crushing it (19:20) How beautiful product design and smart engineering are critical success triggers (20:00) The importance of putting the brand name front and center (22:15) Leaving room for buyers to surprise you (23:30) The (hands-down) best things SearBQ's inventor loves to cook on it (24:42) The innovation curve never ends (27:45) Buy the SearBQ Griddle & Press online : SearBQ.com The Product Launch & Marketing Agency : GraphosProduct.com…
P
Product: Knowledge

1 Product Branding Straight from the Heart, with Emily Soccorsy & Justin Foster 30:01
30:01
Play Later
Play Later
Lists
Like
Liked30:01
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 the truth—we demand it. While everyone talks ad nauseam about “authenticity,” it’s still much easier to fall back into the old-world playbook. Emily Soccorsy and Justin Foster created Root + River to help product makers succeed at branding from the heart and build an enduring culture of truth. Doing it right creates new levels of joy, satisfaction and loyalty, but requires a new and very deliberate way of thinking. When businesses brand from the heart, amazing things happen, particularly three invaluable breakthroughs that always do. Emily and Justin join Graphos Product Principal Laurier Mandin to talk about their proven approach to intrinsic branding, and share insights that will help you find and articulate what’s at the heart of your own product brand. Here are some key-takeaways from this informative and inspiring episode: Why today’s consumers refuse to buy falseness (1:45) How repelling the wrong buyers is as important as attracting the right ones (3:30) The “big gap” that causes branding failure, and how to close it (7:12) Why it’s smart to pause marketing to think about the brand (8:00) Why branding is a practice, not a department (10:19) The 3 amazing things that always happen when you brand from the heart (10:30) Why marketing is not the numbers game many CMOs think it is (14:35) How love is the reason products and teams succeed (17:00) Why you’re not looking for customers—you’re looking for believers (18:48) The real secret to creating emotion in your audience (20:00) How to build anticipation and demand before you even get to market (23:36) Why storytelling can make even “boring” brands thrill consumers (26:19) Finding and sharing YOUR belief system, whether your product is old or new (28:35) Root + River : RootandRiver.com The Product Launch & Marketing Agency : GraphosProduct.com…
P
Product: Knowledge

1 Pricing Your Product for Sales and Growth, with Ajit Ghuman 25:59
25:59
Play Later
Play Later
Lists
Like
Liked25:59
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 just right—and be confident it is? And then how do you package your product offerings to attract specific buyer types, without alienating others? Pricing is a science, and those who do it effectively seldom fall into that success. Ajit Gjuman has led enterprise software product teams through the pricing process, and has interviewed a multitude of tech product leaders in writing his new book, " Price to Scale." He's also the head of product marketing at Narvar, a customer engagement platform that helps brands like Yeti, Levi's and Dyson drive long-term customer loyalty by unifying shipping and returns. Ajit’s ultimate goal for the book was for any product manager or entrepreneur to be able to read it over a weekend, then methodically assemble end-to-end pricing in just 30 days. Ajit Ghuman joins Graphos Product Principal Laurier Mandin to explain how that is possible, and offer advice to listeners challenged with setting or resetting product pricing in order to profitably scale their business. Here are some key-takeaways from this power-packed episode: What team member is best-suited to implement your pricing structure (1:45) Ajit’s definition of “Positioning” (3:00) What is “Packaging” for a tech product, and what does it look like done right? (4:32) Identifying market segments for a brand new product (6:17) Where do “freemium” products work, and where are they a bad idea? (8:36) Understanding “Product-Led” strategy (11:32) How pricing and your margins relate to going to IPO or being acquired (13:44) How to lead a team in pricing implementation, and influence the CEO (17:06) The alignment hack Helpshift used to 10X revenue from a key account (21:27) Using value metrics to optimize pricing and revenue (22:31) Why your cost to produce has nothing to do with what the customer will pay (24:55) Price to Scale book : AjitGhuman.com The Product Launch & Marketing Agency : GraphosProduct.com…
P
Product: Knowledge

1 Solving Product Gaps to Ignite Growth, with Author Étienne Garbugli 27:42
27:42
Play Later
Play Later
Lists
Like
Liked27:42
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 many complex puzzles from ideation to startup, growth, expansion and retrospective. Feeling stuck with solving product-market fit, evaluating your product's true value, finding leaks in your funnel, or targeting new segments? It’s in “Solving Product.” The book is crammed with advice and diagnostics, peppered with hundreds of powerful quotes from many of the greatest minds in product — and tethered to reality by more than two dozen highly relevant case studies. Throughout our discussion, Étienne shares actionable advice on how to reveal gaps in your own product, using research and proven processes to become more profitable, faster. In this episode, you will learn: Why every product is a succession of problems to be solved (1:45) How it can give clarity to envision your product as a service business (5:23) What is the greatest predictor of whether your product will truly be needed (7:42) Why your product must be at least 10x as good as what customers are using now (10:06) The biggest competition to your product — and it's not another product (12:30) The hidden, growing danger of the subscription model (13:55) Why a majority of businesses do little or no research (18:15) Using research to answer the most important questions for your product (21:30) Setting your product up for success by identifying where it adds the most value (24:10) The single biggest certainty when creating any new product (26:40) Étienne Garbugli’s Solving Product website: https://www.solvingproduct.com (Get the first 3 chapters free!) Graphos Product Product Marketing Agency website : https://www.GraphosProduct.com…
P
Product: Knowledge

1 Do You Need to Patent Your Product? with IP Strategist Trevor Prentice 19:48
19:48
Play Later
Play Later
Lists
Like
Liked19:48
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 features that make your product unique is a common approach, but is having a patent worth the hefty initial and ongoing costs? Registering one or more patents is an expensive legal process, and the maintenance bills can be burdensome for any startup struggling with cash flow. Yet those standard expenses can be dwarfed by the costs of litigation. To top it off, the majority of patent infringement suits ultimately get thrown out of court! So is getting a patent really worth it? In Episode 23 of Product: Knowledge, Intellectual Property strategist Trevor Prentice joins host Laurier Mandin to discuss the costs and some less-known benefits of having a patent—and advice to develop your product patent strategy. Even if you own multiple patents already, what you come away with from Trevor’s answers will likely be surprising: In this episode, you will learn: The types of patents and what can be patented (2:45) Is it worth including multiple claims? (3:20) What is “prior art” and why the way you describe it matters to your patent application (4:51) Why all patents are not created equally (6:51) Why so many patent infringement cases are dismissed (7:15) How to identify in advance the value you need to extract from having a patent (8:00) The most valuable (but less-known) benefits of having your IP patented (9:30-11:00) Patents and your business’ credibility (11:40) How much to budget for getting and maintaining a patent (13:00) When it's time to call an IP consultant (15:50) What most lawyers don’t do for their clients—and why it’s a major gap (17:10) How an IP portfolio can increase the overall value of your business (18:30) IP Strategist Trevor Prentice at The IP Link : TheIPlink.com Graphos Product Product Marketing Agency website : GraphosProduct.com…
P
Product: Knowledge

1 Positioning an Innovative New Product While Minimizing Risk with April Dunford 36:32
36:32
Play Later
Play Later
Lists
Like
Liked36:32
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. As an internationally recognized product positioning expert, April helps startups get their positioning straight. She has written a bestselling book on the subject: "Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It." According to April Dunford, positioning defines how a product is the absolute best at delivering specific kind of value for which a well-defined set of customers deeply cares. Only by conveying THAT value to THOSE customers can you achieve product success. It's a process best guided by analytics, research and market intelligence. Software product brands typically achieve it by studying sales figures, surveying customers and learning what value is sought by true best-fit customers. It makes a lot of sense. But what about new and innovative physical products, for which best-fit customers don't yet exist, let alone gigabytes of customer data? How can you perfect positioning for a product the world has never seen, and de-risk gambling a fortune on a massive launch? In this episode, April explains her 10-step process for perfect positioning she has taught to over 100 business leaders and used to lead numerous product businesses to acquisition. April tells how she has used multi-layered launch techniques to reduce the risk of physical products, a technique she even leveraged for her own bestselling book, in defiance of conventional publishing advice. There is no more respected mind in product positioning than April Dunford, and you'll find this an engaging and richly informative interview. Buy "Obviously Awesome" at Amazon in Kindle, audio book or paperback formats Learn more and schedule a hands-on workshop at April Dunford's website Graphos Product official website…
P
Product: Knowledge

1 The Secret “Buy Button” in Your Customer’s Brain, with Neuromarketer Patrick Renvoisé 30:25
30:25
Play Later
Play Later
Lists
Like
Liked30:25
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, Patrick has helped over 100,000 CEOs identify and target the secret Buy Button inside their customer's brain. The co-author of "Neuromarketing" and "The Persuasion Code," Patrick shares his simple, proven scientific methodology to create desire and entice people to buy your product. Using sophisticated physiological measurements, measuring brainwaves and tracking eye movements, Patrick’s team discovered that what people say does not reflect what they truly want. Patrick has identified that decision-making is governed not by the rational neocortex (known as System Two), but by the ancient primal brain, or System One. The primal brain only recognizes six stimuli—which Patrick tells you how to trigger using four specific steps. If you’re a product marketer and want to start leveraging brain science to sell MUCH more, you don't want to miss this episode. Graphos Product: https://www.graphosproduct.com Read the episode transcript, our blog and learn about our unique product marketing services SalesBrain: https://www.salesbrain.com Buy "Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain" at Amazon Buy "The Persuasion Code" at Amazon…
P
Product: Knowledge

1 Why People Buy - Part 2 - JTBD for innovative products with Alan Klement 23:41
23:41
Play Later
Play Later
Lists
Like
Liked23:41
Part 2 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better. Klement’s perspective on “Jobs to Be Done” (JTBD) is game-changing, transforming how product marketers approach and understand products and customers. Episode 1: What is "Jobs to be done" theory? Episode 2: A deeper dive: how to apply JTBD to your business. Book: http://www.whencoffeeandkalecompete.com Twitter: @alanklement Jobs to Be Done Website: https://jtbd.info Graphos Product : https://www.graphosproduct.com…
P
Product: Knowledge

1 Crossing the Chasm: Launching an Innovative Product for Mass Adoption 36:11
36:11
Play Later
Play Later
Lists
Like
Liked36:11
Bryn, Laurier, and Andreas discuss ideas from the classic book, “Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers” by Geoffrey A. Moore. Until Moore’s book codified and revolutionized how marketers think and talk about product marketing, a “customer” was perceived as anyone who might potentially buy a product. But there are vastly different optimum buyer types at different times in a product marketing life cycle, and understanding them is pivotal to developing a successful launch strategy. “The Chasm” is the yawning product marketing gap between Early Adopters and the Early Majority, whose buying choices are guided by entirely separate references. That means brands must think about their segmentation strategy as a phased approach to building momentum. How do you target the right early adopters to secure beachheads to the much larger Early Majority? That’s what we explore. The book: www.amazon.ca/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123 Graphos Product: https://graphosproduct.com…
P
Product: Knowledge

1 What Product Brands Need to Know about Intellectual Property Law with Erika Murray 29:10
29:10
Play Later
Play Later
Lists
Like
Liked29:10
Life in the information age has transformed what we mean by "products." A product used to be anything you could taste/touch/feel. Today, information about a products is just as, or more valuable, than the product itself. Securities laws and Intellectual Property (IP) law are all about the legal protection of information. Episode 7 puts a spotlight on IP. Intellectual Property is Erika Murray's speciality. As a a lawyer, a professor, executive, innovator, and tech startup founder she's an expert on IP related issues. She holds a law degree as well as a PhD in Chemical engineering. Erika Murray is the Director of Innovation and IP Services at PCK Intellectual property in Toronto - PCK is one of North America's leading IP firms that services large multi-national companies, small to medium enterprises, and start-ups. Graphos CEO Laurier Mandin and Andreas Schwabe talk with Erika about what businesses need to know about Intellectual Property. PCK Intellectual Property https://www.pckip.com Graphos Product : https://www.graphosproduct.com…
Haagen Dazs and Doritos are made-up words, meant to sound Norwegian and Spanish. Your own name is the sweetest sound you've ever heard. But what would have happened had Jeff Bezos given Amazon his preferred name: Cadabra (as in Abracadabra)? What if Starbucks had used its first choice: Cargo House? Names can be a boon or a bust. Laurier Mandin and Andreas Schwabe talk with Bryn Griffiths about brand names, how to do it—and what you must know to nail yours and avoid a branding blunder. Graphos Product : https://www.graphosproduct.com…
Obsession brands are everyone's standout favourite. Consumers will pay more, wait in line, or travel out of their way to get the brands they're obsessed with. But what's really so special about one brand versus another? Why do consumers flock to one product, and ignore nearly identical competitors? Bryn Griffiths talks with product marketing expert Laurier Mandin about how to make obsession branding work for your product. Graphos Product : https://www.graphosproduct.com…
P
Product: Knowledge

1 Why Product Marketing Isn't Just Marketing Products 21:16
21:16
Play Later
Play Later
Lists
Like
Liked21:16
Welcome to Episode 1 of Product: Knowledge is an introduction to Product Marketing, which isn't just marketing products. Graphos specializes in Product Marketing - which takes businesses from product development, market research, and consumer engagement. Host Bryn Griffiths talks with Laurier Mandin, CEO and Principal of Graphos, and Andreas Schwabe, Graphos' director of Media Services to talk about everything the podcast will cover. Get in on the ground floor of Product Marketing with Product: Knowledge. Graphos Product : https://www.graphosproduct.com…
Welcome to Player FM!
Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.