Hi there, I'm Max! With 5 years in product management, including 2 years leading a product team, I've launched cool stuff like a B2B IoT platform for over a million devices and a tenant platform for 100K+ users. I also helped scale our SaaS revenue to over €1M. I'm here to share my journey and tips on: Breaking into product management Growing your product management skills Stepping up into product leadership roles Let's chat about your product management path and make great things happen!
My Mentoring Topics
- 1. Breaking into product management
- 2. Growing your product management skills
- 3. Stepping up into product leadership roles (fast track to Head of Product)
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Obviously Awesome - How to Nail Product Positioning So Customers Get It, Buy It, Love It
April Dunford
Key Insights from "Obviously Awesome" 1. Positioning isn’t branding: Positioning is about defining how your product is the best in the world at providing something that a well-defined set of customers cares a lot about. 2. Context is king: The way your product is perceived is heavily influenced by the context you put it in. 3. Competitive Comparisons: Position your product relative to the competition to highlight your unique value proposition. 4. The 5+1 Framework: This framework helps businesses to determine the best positioning for their product. 5. Repositioning: It's not just about positioning a new product, but repositioning existing ones can also lead to significant growth. 6. Positioning for startups: Startups often have unique positioning challenges and opportunities. 7. Positioning is a team effort: Successful positioning requires input and buy-in from all parts of the organization. 8. The importance of research: In-depth customer, market, and competitive research are essential to effective positioning. 9. Positioning Pitfalls: The book identifies common mistakes that companies make when trying to position their products. 10. Positioning as a strategic tool: Effective positioning can drive strategy and guide many other aspects of business operations. Detailed Analysis of "Obviously Awesome" Obviously Awesome by April Dunford provides a comprehensive guide to product positioning, a topic that has been largely overlooked in the realm of business strategy literature. As an experienced professor who has been dealing with the topics from this book for many years, I find it refreshing to see such a nuanced and practical approach to an area that is vitally important yet often misunderstood. Positioning is not branding, as Dunford clearly explains in the early chapters of the book. While branding is about identity and perception, positioning is about identifying the unique value that a product offers and effectively communicating this to a target audience. This is a crucial distinction and one that I often find my students struggle with. Context is king in positioning, and Dunford provides ample examples to illustrate this point. The way a product is perceived depends significantly on the context in which it is presented. If potential customers can't quickly understand what your product does and why it's better than alternatives, they're unlikely to buy. Competitive comparisons are an important part of this contextual positioning. By positioning your product relative to other products in the market, you can highlight your unique value proposition. This approach is particularly useful in crowded markets, where distinguishing your product from the competition is essential. The book introduces a useful tool called the 5+1 Framework for determining the best positioning for a product. The framework includes five components: Competitive Alternatives, Unique Attributes, Value (and Proof), Target Market Characteristics, and Market Category. The "+1" refers to Trends, which can also influence positioning. This framework provides a systematic way to approach positioning, and I've found it to be a valuable tool in my own work. Repositioning, or changing the positioning of an existing product, is another key concept in the book. Dunford argues that repositioning can unlock significant growth and provides several examples to support this claim. Positioning for startups is covered in detail, and Dunford provides valuable advice for startup founders. Startups often have unique positioning challenges, as they're introducing new products in uncertain markets. Positioning as a team effort is another key insight. Successful positioning requires input and buy-in from all parts of the organization, not just marketing. This aligns with my own experience, as I've seen many positioning efforts fail because they were viewed as a marketing exercise rather than a strategic initiative. Dunford emphasizes the importance of research in positioning. In-depth customer, market, and competitive research are crucial to understanding the context in which your product operates and identifying its unique value. Positioning pitfalls, or common mistakes in positioning, are also covered. These include not differentiating enough from the competition, not focusing on a specific target market, and not aligning positioning with company strategy. Finally, Dunford explores the idea of positioning as a strategic tool. She argues that positioning can guide many other aspects of business operations, from product development to sales strategy. This is an important point, as it underscores the strategic importance of positioning. Overall, I believe Obviously Awesome provides a comprehensive and practical guide to product positioning. It's a must-read for anyone involved in product development, marketing, or strategy.
ViewSales Pitch - How to Craft a Story to Stand Out and Win
April Dunford
Key Insights from "Sales Pitch - How to Craft a Story to Stand Out and Win" Storytelling is a pivotal skill in sales: The book emphasizes the importance of a compelling and impactful story in the sales process. A well-orchestrated narrative is more engaging and memorable than a simple list of facts or features. Understanding the customer is key: In order to create a compelling sales pitch, the first step is to know your audience. This involves understanding their needs, desires, fears, and motivations. Emotion drives purchase decisions: Even in B2B sales, emotional connection plays a significant role. The ability to evoke emotion in your sales pitch can significantly increase its effectiveness. The importance of a unique value proposition: A unique value proposition is the key differentiator that sets your product or service apart from the competition. It should be a central part of your sales story. Clarity and simplicity triumph: A simple, clear, and concise sales pitch is more likely to be understood and remembered. Avoid jargon, unnecessary details, and complexity. Practice and refinement are essential: A great sales pitch is not created overnight. It requires practice, feedback, and continual refinement. The power of a strong close: The close of your sales pitch should be powerful and compelling, leading the prospect to the desired action. A Detailed Examination of "Sales Pitch - How to Craft a Story to Stand Out and Win" April Dunford's "Sales Pitch - How to Craft a Story to Stand Out and Win" is a masterclass in the art of sales storytelling. As the title suggests, the book is dedicated to helping salespeople craft impactful, compelling narratives that differentiate their offerings and win over customers. Storytelling is emphasized as a crucial sales skill throughout the book. Dunford argues that a well-told story is more potent and memorable than a simple list of facts or features. This aligns with my own experience as a sales professor, where I've consistently observed the power of narrative in influencing purchase decisions. The importance of understanding the customer is another key theme in the book. Dunford argues that to craft a persuasive sales story, you must first understand your audience's needs, desires, fears, and motivations. This deep understanding allows you to craft a narrative that resonates with them, speaking directly to their situation and offering a compelling solution. Emotion is a significant driver of purchase decisions, even in B2B sales, and Dunford devotes considerable attention to this aspect of sales storytelling. She emphasizes the need to evoke emotion in your sales pitch, arguing that an emotional connection can significantly enhance its effectiveness. This is a concept I've often taught in my sales classes, and Dunford's book provides valuable insights and practical advice on how to achieve this. A recurring theme in the book is the importance of a unique value proposition. Dunford explains that this is your key differentiator, the factor that sets your product or service apart from the competition. She guides readers on how to develop a strong, compelling unique value proposition and make it a central part of their sales story. Clarity and simplicity are also emphasized as crucial elements of an effective sales pitch. Dunford advises readers to avoid jargon, unnecessary details, and complexity, arguing that a simple, clear, and concise sales pitch is more likely to be understood and remembered. This is a lesson I've consistently emphasized to my students, and Dunford's book provides valuable reinforcement of this point. The book also highlights the importance of practice and refinement in crafting a great sales pitch. Dunford argues that a great sales pitch doesn't happen overnight - it requires practice, feedback, and continual refinement. This is a lesson I've often emphasized to my students, and Dunford's book provides valuable reinforcement of this point. Finally, Dunford discusses the power of a strong close in the sales pitch. She argues that the close should be powerful and compelling, leading the prospect to the desired action. This aligns with my own teaching, where I've consistently emphasized the importance of a strong, action-inducing close in sales pitches. In conclusion, "Sales Pitch - How to Craft a Story to Stand Out and Win" by April Dunford is a valuable resource for anyone involved in sales or marketing. It provides a comprehensive guide to crafting compelling, impactful sales stories, with a wealth of practical advice and insights. As a sales professor, I can attest to the value of Dunford's insights, and I strongly recommend this book to anyone seeking to improve their sales skills.
ViewBuilding a StoryBrand - Clarify Your Message So Customers Will Listen
Donald Miller
Key Facts from "Building a StoryBrand" Customers are the Hero: The book emphasizes the importance of making the customer the hero of the story, not the brand itself. Storytelling Framework: Donald Miller offers a seven-part framework for storytelling, based on the elements of a compelling story. Problem-Solution Approach: A company must clearly articulate the problem it solves for the customer. Role of the Guide: The brand should position itself as a guide that helps the hero (customer) overcome their challenges. Clear Calls to Action: Businesses must have clear and compelling calls to action in their messaging. Failure and Success: The narrative should highlight the potential for failure and success, creating a sense of urgency for the customer. Simple Messaging: Clarity trumps cleverness when it comes to messaging. The simpler, the better. Continued Communication: Communication should not stop after the sale; it should be a continuous process. BrandScript: Miller introduces a tool called BrandScript that helps businesses to create their brand story. Emotionally Engaging: The brand's story should be emotionally engaging to the audience. Application to Every Aspect: The principles of StoryBrand should be applied to every aspect of the business, from website design to email marketing. In-depth Analysis of "Building a StoryBrand" Donald Miller's "Building a StoryBrand" is a transformative guide that reshapes the way businesses approach their branding and marketing strategies. Drawing from the timeless power of storytelling, Miller presents an innovative methodology for creating compelling messages that resonate with customers and drive engagement. In this comprehensive guide, Miller introduces a seven-part storytelling framework that centers the customer as the hero of the story. This is a significant departure from the traditional approach where the brand is often positioned as the protagonist. Positioning the customer as the hero helps to create a more personal and relatable connection between the brand and its audience. The seven-part framework begins with defining a character (the customer), who has a problem that is resolved by a guide (the brand). The guide provides a plan which calls the hero to action, leading them to avoid failure and end in success. This approach is reminiscent of Joseph Campbell's monomyth or the "Hero's Journey", a narrative pattern that can be found in many successful stories from ancient mythology to contemporary cinema. A central theme in Miller's book is the importance of clear communication and simple messaging. He argues that businesses often lose their audience with complex and jargon-filled messages. Instead, they should strive for clear and concise communication that articulates the problem the business solves for the customer. This aligns with the KISS principle (Keep It Simple, Stupid) which is often used in design and communication strategies. Miller also introduces the concept of the BrandScript, a tool that businesses can use to craft their brand story. The BrandScript helps businesses to distill their messaging into a simple, compelling narrative that follows the seven-part framework. This tool is a practical application of Miller's storytelling principles and can be used across various aspects of the business, from website design to email marketing. Another key insight from the book is the importance of creating a sense of urgency in the narrative. By emphasizing the potential for failure and success, businesses can motivate the customer to take action. This aligns with Robert Cialdini's principle of scarcity, as outlined in his seminal work "Influence: The Psychology of Persuasion". Finally, Miller underscores the need for continuous communication with the customer. The narrative should not end after the sale, but should be a continuous process that nurtures the relationship between the brand and the customer. This reflects the principles of customer relationship management, a strategy that focuses on building long-term relationships with customers. In conclusion, "Building a StoryBrand" offers valuable insights and practical tools for businesses looking to create compelling, customer-centric narratives. By harnessing the power of storytelling and focusing on clear, simple messaging, businesses can transform their brand communication and boost customer engagement.
ViewThe Making of a Manager - What to Do When Everyone Looks to You
Julie Zhuo
Key Facts and Insights Management is Not About Power: This book emphasizes that good management is not about exercising power over others, but about guiding and supporting them. Effective Communication: Zhuo stresses the importance of clear, concise, and open communication as an essential tool for effective management. Building Trust: Building trust is integral to successful management. It is gained through consistency, honesty, and delivering on promises. Self-Reflection: The importance of self-awareness and reflection in understanding one's management style is crucial. Growth Mindset: Embracing a growth mindset and encouraging it among your team members plays a significant role in achieving success. Delegation: Effective delegation is a key skill that a manager must master. Zhuo provides guidance on how to delegate tasks effectively and empower your team. Feedback Mechanism: Constructive feedback is critical in a team's growth and development. Zhuo discusses how to give and receive feedback effectively. Conflict Resolution: Zhuo provides valuable insights on how to handle conflicts and disagreements within the team. Adaptable Management Style: The book emphasizes the need for managers to adapt their style to different people and situations. Goal Setting: Zhuo highlights the importance of setting clear, achievable goals for the team and the role of managers in tracking progress. Building a High-Performing Team: The book provides practical advice on how to build a high-performing team. An In-depth Analysis of the Book "The Making of a Manager - What to Do When Everyone Looks to You" by Julie Zhuo is a comprehensive guide to effective management, based on her experience as a manager at Facebook. The book is not merely a recitation of management theories, but a practical guide filled with personal anecdotes, case studies, and clear, actionable advice. Zhuo begins by demystifying the role of a manager by stating that management is not about power, but about guiding and supporting others. This is a refreshing take on management, which often gets misconstrued as a role that wields power over others. One of the book's key themes is the importance of effective communication. Zhuo emphasizes that clear, concise, and open communication is vital in managing teams effectively. This aligns with the 'Communication Competence Model' by Spitzberg and Cupach, suggesting that effective communication involves both the message's content and relational aspects. Another significant insight from the book is the importance of building trust. Trust, as Zhuo explains, is an integral part of successful management, earned through consistency, honesty, and delivering on promises. This aligns with the 'Trust Equation' proposed by Maister, Green, and Galford, suggesting that trust is a function of credibility, reliability, and intimacy. Zhuo underscores the importance of self-reflection in understanding one's management style. This concept aligns with the Johari Window model, which emphasizes self-awareness as a crucial aspect of personal and interpersonal understanding. The book also highlights the significance of adopting a growth mindset, a concept popularized by psychologist Carol Dweck. Zhuo discusses how a growth mindset encourages continuous learning, resilience, and adapting to new challenges, all of which are vital traits for a successful manager. Zhuo provides valuable insights on delegation, a critical skill that many managers struggle with. She gives practical advice on how to delegate tasks effectively, ensuring that the team members feel empowered and not micromanaged. Feedback is another crucial area that Zhuo explores in-depth. She discusses how to give and receive feedback effectively, emphasizing that constructive feedback is critical for a team's growth and development. This aligns with the 'Feedback Sandwich' method, which involves providing constructive criticism sandwiched between positive feedback. Conflict resolution is another topic that Zhuo skillfully navigates. She provides practical advice on handling conflicts and disagreements within the team, emphasizing the importance of empathy and understanding in resolving conflicts. The book also explores the need for managers to have an adaptable management style. Zhuo emphasizes that different people and situations require different approaches, aligning with the Situational Leadership Theory, which suggests that effective leadership is task-relevant. Goal setting is another significant theme in the book. Zhuo highlights the importance of setting clear, achievable goals for the team and tracking progress towards these goals. This aligns with the SMART goals framework, which emphasizes Specific, Measurable, Achievable, Relevant, and Time-bound goals. Finally, Zhuo provides practical advice on how to build a high-performing team. She explains how to create an environment conducive to productivity and how to motivate team members to perform at their best. In conclusion, "The Making of a Manager - What to Do When Everyone Looks to You" by Julie Zhuo is an invaluable resource for anyone looking to improve their management skills. Zhuo's practical advice and personal insights provide a fresh perspective on management, making the book a must-read for both new and experienced managers.
ViewEMPOWERED - Ordinary People, Extraordinary Products
Marty Cagan
Key Insights from "EMPOWERED - Ordinary People, Extraordinary Products" by Marty Cagan Transformation from ordinary to extraordinary: The book emphasizes that ordinary people can produce extraordinary products when empowered with the right tools, knowledge, and environment. Product teams: Cagan emphasizes the importance of autonomous, cross-functional product teams for creating innovative products. Leadership role: The book highlights the role of leadership in empowering teams and fostering a conducive environment for innovation. Product vision: Cagan underscores the significance of a clear, compelling product vision as a guiding light for product teams. User-centric approach: The book promotes a deep understanding of users, their needs, and their problems as key to creating valuable products. Risks and failures: Cagan discusses the importance of embracing risks and learning from failures in the product development process. Continuous learning: The book advocates for continuous learning and improvement both at the individual and team level. Role of technology: Cagan emphasizes the crucial role of leveraging technology to create innovative solutions. Product discovery: The book details the process of product discovery as a means to validate ideas before development. Product delivery: Cagan outlines the importance of efficient product delivery mechanisms for successful product development. Detailed Analysis and Summary "EMPOWERED - Ordinary People, Extraordinary Products" by Marty Cagan is a compelling read that delves into the nuances of creating extraordinary products. The book's central theme is the idea that ordinary people can produce extraordinary products when provided with the right tools, knowledge, and environment. This concept resonates with my years of research and teaching in product development, where I've witnessed the transformative effect of empowerment on individuals and teams. One of the key concepts that Cagan discusses is the importance of autonomous, cross-functional product teams in the innovation process. In my experience, this approach fosters collaboration, allows for diverse perspectives, and accelerates the product development cycle. Cagan goes a step further to discuss the role of leadership in empowering these teams. The book argues that leaders should not merely manage but inspire, mentor, and create an environment conducive to innovation. This aligns with the transformational leadership theory, a concept I frequently reference in my lectures. Another critical insight from the book is the import of a clear, compelling product vision. According to Cagan, this vision serves as a guiding light for product teams, providing direction and fostering alignment. This concept is deeply rooted in goal-setting theory, which emphasizes the significance of clear, challenging goals in driving performance. At the heart of Cagan's approach to product development is a user-centric approach. The book promotes a deep understanding of users, their needs, and their problems as the key to creating valuable products. This aligns with the principles of user-centered design and human-computer interaction, topics I frequently delve into during my lectures. Cagan also discusses the importance of embracing risks and learning from failures in the product development process. This aspect resonates with the concept of a learning organization, where failure is seen not as a setback but as an opportunity for learning and improvement. On the topic of learning, the book advocates for continuous learning and improvement both at the individual and team level. This idea echoes the principles of continuous improvement and lifelong learning, which are foundational to personal and professional growth. Cagan also emphasizes the crucial role of leveraging technology to create innovative solutions. The book points out that technology isn't just a tool but a source of product innovation when used creatively and strategically. Lastly, the book details the processes of product discovery and product delivery. Product discovery involves validating ideas before development, while product delivery focuses on bringing these validated ideas to life. These concepts align with the lean startup methodology and agile development practices, which advocate for iterative development and continuous feedback. In conclusion, "EMPOWERED - Ordinary People, Extraordinary Products" by Marty Cagan offers invaluable insights into the process of product development. It presents a compelling case for empowering individuals and teams, fostering a user-centric approach, embracing risks and failures, and leveraging technology for innovation. In doing so, it provides a comprehensive guide for anyone involved in product development, from beginners to seasoned professionals.
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