Let community user needs accelerate your biz

Win in your market by developing for your customers’ Community User Needs. Community involvement is quickly becoming the best way to create new product awareness.  However, this “Pay it Forward” marketing approach does not yield instant returns.  A company must cultivate a strong presence in the many online communities in which their market segment thrives. […]

Continue reading


Defining user needs is still important

As a product marketing community, we’ve drifted away from a tight specification of user needs. When hardware products dominated, the product development cycle could easily last several years, mandating a deliberate discussion of the targeted users’ needs upfront.  This framing was carefully research and crafted, and included analysis on how specific features created value, with […]

Continue reading


Growth Hacking: Is Programming the new “P” of marketing?

Marketing is transforming itself at a velocity not seen since the rise of mass media in the 50’s. Driven by the explosion of consumer activity online, marketers are quickly learning to leverage the networks of social and big-data platforms to accelerate their businesses.  This trend has a long way to run – marketing has barely […]

Continue reading


With product development, it’s the little things that count.

This image reminded me that what counts in product development are the little things.  So much of a new product-creation effort centers on the core strategy issues of market opportunity, key user needs, must-have features, target customers, positioning, etc. — the big formative decisions driving your business’s new effort.   But once in market, it’s […]

Continue reading