Steve Blank
APRIL 9, 2009
The other departments in marketing gave the same answers; the product-marketing department said their job was to write data sheets. To do that we will create end-user demand and drive it into the sales channel, educate the channel and customers about why our products are superior, and help Engineering understand customer needs and desires.
Steve Blank
APRIL 2, 2009
Metrics – Mine is Bigger Than Yours The first thing SuperMac needed to do was to change how our potential color desktop publishing customers viewed our products versus our competitors’ products. Over the years marketers have found that using numbers to compare yourself to other products works well.
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Steve Blank
AUGUST 27, 2009
This series of posts is a brief explanation of how we’ve evolved from Product Development to Customer Development to the Lean Startup. The Product Development Diagram Emerging early in the twentieth century, this product-centric model described a process that evolved in manufacturing industries.
Up and Running
AUGUST 25, 2011
If you are in fact exceptional at what you do, have a ton of experience or are sitting on a leading edge breakthrough it’s time to start adding some PR to the mix. It differs from a referral which refers your products and services and differs from advertising because you don’t pay for it. What exactly is Public Relations?
www.peterdrew.net
OCTOBER 23, 2010
This product needs to be a product you create specifically for the purpose of finding a coder. This product needs to be secret, needs to be able to be found on the web if anyone other than you uses it. If you do indeed create a successful product. They do not do marketing, they do not use their products to make money.
Steve Blank
APRIL 30, 2009
Customers went into the store either looking for the SuperMac product by name (if our demand creation activities had been effective) or went in unsure of which brand of board to buy. And the product that “talked to me&# , the loudest and most seductively, was the one that went home with me.
Steve Blank
MAY 22, 2009
While one could argue that a trade show is just another demand creation activity akin to advertising or PR, trade shows are the closest eyeball-to-eyeball contact you’re company is going to have with customers, competitors and partners. Send PDF versions of brochures and product sheets as soon as you get back to the office.
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