Product Marketing articles


Loved Martina Lauchengco

The Supermarket of Software

Consider your neighborhood supermarket. When you walk in, you see somewhere between 40,000 – 50,000 products. How do you decide...

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Product Marketing Marty Cagan

Introducing LOVED

Today we are officially announcing Martina Lauchengco’s new book LOVED: How To Rethink Marketing for Tech Products.  Below you’ll find...

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Product Marketing Martina Lauchengco

A Better Way

Marty’s Note: The following article was written by long-time SVPG Partner, Martina Lauchengco.  Martina is one of our industry’s true...

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Product Marty Cagan

The Power of Customer Misbehavior

There are of course many ways to come up with significant new product ideas.  Historically, the two main approaches have...

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Product Marty Cagan

Assessing Customer Impact

In my last article I wrote about the trends of continuous discovery and continuous delivery.  At the end of the...

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Product Martina Lauchengco

Product Marketing Contribution

Jane is supporting the launch of Product X, a new release her company is really excited about. She is on...

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Product Marty Cagan

Minimum Viable Product

One of the most important concepts in all of software is the notion of minimum viable product (often referred to...

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Product Martina Lauchengco

Why Traditional Messaging Fails

Back when I was a product manager for Microsoft Office, we spent hundreds of thousands on positioning research. Messaging lived...

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Product Development Marty Cagan

A Trend of Global Proportions

I am writing this article sitting on yet another international flight, and I wanted to discuss what I believe to...

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Product Marketing Marty Cagan

Getting Past The Gatekeepers

Readers of my articles know that I believe that the single most important thing that a product manager does is...

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Product Marty Cagan

Product Organizational Structure

In earlier articles I have discussed the key roles in the product organization – product managers, project managers, interaction designers,...

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