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Leader or Victim?

Want to know a not-so-obvious attribute that will determine if you’re going to be a great product manager or merely a good one?  It’s not your product expertise, your gift for anticipating market inflections, your talent for telling a great story in PowerPoint(R), or...

How to Solve Product Managers’ Biggest Problem

I had just completed a one-hour seminar titled “Why You Need a Value-Based Strategy.” My talk covered a broad range of value-strategy concepts. Now it was time for my favorite part, the questions and answers session. Hands shot up. I pointed to a gentleman in the...

How to Validate Your Value Model

Value-based strategy affects everything that you do to define, create, market, and sell products. Pricing, sales training, market requirements, market segmentation, competitive positioning, roadmap development, value-based strategy affects them all. But do you know...

Your Customers Don’t Buy Technology

Maybe you're one of the lucky ones.  Your target market overwhelmingly chooses you over the competition because of your clear technical advantage. Maybe you're not so lucky.  Your target market overwhelmingly chooses the competition, despite your clear technical...

Voice of the Customer for Capital Equipment Companies

Your new product meets specifications. It was released on time, and it came in under budget. That’s all good news, but will anyone buy it. A well-run development program isn’t enough to ensure a market winner. You have to commit yourself every step of the way to...

Embrace the Tension

By now, you can see that your value-based conversation with customers is going to be very different from what you might be used to. You can already feel the knot developing in your stomach as you begin to imagine how uncomfortable this could get. There's no way you're...

How to Write an Awesome Positioning Statement

Question: What do these claims have in common? World-classFirst-rateIndustry benchmarkIncredibleSuperiorAdvanced Answer: They are all empty platitudes. Yet they often find their way into capital equipment marketing messages. When they do, it's a sign that you really...

Capital Equipment Value Models: Part II

This is the second of a two-part series on capital equipment value models. For part I click here. In last month's post, I explained how the economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the...

Capital Equipment Value Models: Part I

This is the first of a two-part series on capital equipment value models The economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the comprehensive value expression for capital equipment. (For a...