#20 | Derek Frome, Ouster
When it comes to category creation, success lies in intimately knowing your product and the market, and then getting creative with that knowledge.
In this episode of Adventures in Messaging, Derek Frome, Head of Marketing at Ouster, will get into detail about the category creation process he’s used in his past few roles, including his current company which just went public.
He’ll also touch upon where to test your messaging, how to identify good versus bad feedback, and how to enable sales in a technical space that doesn’t follow the traditional top-down sale.
Watch the episode
Get better at messaging every week
Learn the ins and outs of positioning and messaging from our founder Emma. Punchy tips and techniques straight to your inbox.
“I love Emma's phrasing examples. As a creative person, I need to see examples of word choice and sentence construction to generate ideas for my own work. The notion that great artists steal and then reconfigure and reimagine to make it their own is exactly it. I keep all of the newsletters for exactly this purpose.”
Product Marketing Manager, Column Software PBC
Executive Director, Public Interest News Foundation
"This newsletter isn’t like the others. As the name says it's to-the-point, insightful, and Emma always finds the right words to make you think."
Product Marketing Manager, App Fire
Senior Product Marketing Manager, DiviPay
Sales Enablement Manager, LucidLink
Head of Marketing, Digistorm
“I can't get enough of Emma Stratton. As a Creative Lead, I often utilize the observances and tips to keep the work I do customer facing in the most powerful way possible.”
Creative Director, Serta Simmons Bedding
“I love Emma’s newsletter! As a solo Product Marketer in their very first role in PM, Emma’s newsletter has shaped the way I'm able to communicate value efficiently internally and to customers. She’s shown me effective ways to hone my messaging craft - thank you!“
Product Marketing Manager, HowNow
VP of Marketing, Sales Assembly
“My day can get so packed, tactical and wordsmithed, so the That's Punchy newsletter is a lovely little moment that pulls me out of the depths of the day and brings me back to what matters (and energizes me) the most.”
Head of Product Marketing, Workato
“I love Emma’s newsletter and her insights on LinkedIn. In particular, Emma’s insights have consistently challenged and helped me to ditch the jargon despite working in a complex B2B healthtech setting.”
Senior Product Marketing Manager, Patchwork
“Emma's newsletter is the highlight of my inbox. I have 10 years of messaging experience and still I learn a new tip every single time I read it. It's the most reliable source of actionable messaging and positioning strategy insights I've come across. Absolutely well done!”
Senior Manager, PwC