YOUR GUIDE

Have you ever struggled to explain why your product is better than the competition? 

You’re not alone. Many manufacturers I talk to know their products are great, but they have a hard time putting that greatness into words that resonate with their customers.

That’s why I developed The Differentiator Framework: a...

If you’re leading a manufacturing business, you’ve likely struggled with questions like, Which markets should we focus on? or What type of customers will help us grow?

An Ideal Customer Profile answers these questions by identifying the type of customer who gains the most from your products and services while del...

In the world of product management, the Product Life Cycle framework is a go-to strategy for understanding the stages a product goes through, from its introduction to eventual decline. While it’s a valuable tool for predicting product performance and managing resources, there are significant limitations to the Pro...

Effective communication is the backbone of any successful team, especially in product management. As product leaders, we must foster an environment where crucial conversations happen regularly and constructively.

Start these three pivotal conversations to elevate your team’s performance, both individually and col...

For manufacturers who are new to research, it can feel overwhelming to start conducting market research. Here’s your guide to determining which method to use and why.

To begin, there are two main types of research.

Quantitative research involves collecting and analyzing numerical data to identify patterns, relat...

Concept testing offers invaluable insights that can significantly influence a product's success trajectory. By conducting this testing early in the engineering phase, manufacturers can get timely insights from customers that enable them to adjust their product quickly if needed without major losses in timeline and...

One of the challenges of conducting research in the B2B market is finding the right participants for research. As researchers, we want to immerse ourselves in the users’ environment and see first hand the tasks they perform on a daily basis. Ideally, this provides deep context for the research team, but it can be ...

A product manager’s success hinges on a unique blend of skills, ranging from strategic vision to tactical execution. As the linchpin between market demands and product development, product managers play a pivotal role in driving profitable innovation that delivers value to customers. To excel in this multifaceted ...