RAFFIAPALM

Resources for product teams from industry experts.

marketing

  • Perfection can quickly become the enemy of great. “We don’t yet know who our ideal customers are,” or “We don’t yet know which messages are most compelling.” A period of discovery and trial is essential, but it is equally essential to not wait for definitive data to make the right choice for right now.

    Timeboxing is a very simple but tried and true technique of allocating a fixed time period for a planned activity, then assessing whether or not you’ve reached a reasonable outcome at the end of it. It establishes a time boundary at the start of the process, not as a result of the process, and keeps you accountable to moving at the speed markets require.

    — Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group) by Martina Lauchengco

    Source: Amazon Kindle
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  • Building a great product isn’t enough to succeed if you don’t also take the time to position it in the market. Don’t make the mistake of assuming the world knows how to think about your product and why it’s valuable. You must frame its value. If you don’t do it, other market forces will.

    That said, positioning a product well is much harder to do than it looks. It’s more than just data, stories, claims, or a positioning statement. It’s the collective outcome of everything you do to bring your product to market over time.

    Positioning and messaging are both important and often get conflated with one another. The differences are:

    • Positioning is the place your product holds in the minds of customers. It’s how customers know what you do and how you differ from what’s already out there.
    • Messaging includes the key things you say to reinforce your positioning, making you credible so people want to learn more.

    Positioning is your long game. Messaging is your short game.

    — Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group) by Martina Lauchengco

    Source: Amazon Kindle
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  • Personal recommendations go a long way. We trust the judgment of others. It’s part of the fabric of strong cultures. But we don’t trust the judgment of just anyone. We are more likely to trust those who share our values and beliefs. When we believe someone has our best interest in mind because it is in their benefit to do so, the whole group benefits. The advancements of societies were based a great deal on the trust between those with a common set of values and beliefs.

    — Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek

    Source: Amazon Kindle
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  • The best stories, then, the stories that transcend time and place, are more than simply entertaining — they are in some way useful to us, children and adults alike. They help us work through unconscious pressures and deal with fear, anger, and anxiety, and they lend expression to deep yearnings we are often unable to articulate or even identify. They may be cloaked in quite contemporary dress — and the “delivery system” may be a film, a well-told joke, or a 30-second commercial — but if it provides this kind of profound value or utility, it will move us powerfully.

    — The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark, Carol S. Pearson

    Source: Amazon Kindle
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  • We join spokes together in a wheel, but it is the center hole that makes the wagon move.

    We shape clay into a pot, but it is the emptiness inside that holds whatever we want.

    We hammer wood for a house, but it is the inner space that makes it livable.

    We work with being, but non-being is what we use.

    — The Creative Code: The Mysteries of the Creative World Revealed by Noam Manella

    Source: Amazon Kindle
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