#18 | Kevin Garcia, Retool Research does more than just inform product positioning and messaging — it helps build conviction around how to move forward as a company. The key is to ask specific and nuanced questions; listen to what the research is telling you; and...

#17 | Andrew Stinger, Coda“Your job communicating isn’t done until you’ve been understood.” Words. To. Live. By. 🙌 Just because you’ve put a message out there to your team — on a deck, a doc, an email — doesn’t mean you’ve effectively communicated the idea.  You have...

#16 | Indy Sen, MatterportMessaging should be like an API inside your company – a living, breathing narrative that any team or region can plug into and get what they need.  That’s how messaging becomes a multiplier inside an organization. Indy Sen, VP Product...

#15 | Mary Sheehan, AbobeSo much goes into creating new positioning and messaging.  You have to decide who you want to be as a company. You have to get alignment across different teams. You have to understand what your customers think. Then you have to find the right...

#14 | JD Prater, AWSIt’s one thing to get asked to position and message a small new feature.  But what do you do when the CRO asks you to lead the charge on new positioning, messaging and competitive differentiation for the entire company? In your first few months on...

#13 | Savita Kini, CiscoAt what stage of product development should product marketing be brought in?  When should you start creating and testing messaging for a new product? Savita Kini, Director of Product Marketing at Speech A, Cisco, has worked in engineering and...

#12 | Daniel Palay, SignEasyThe best messaging gets into your buyer’s head. It connects the dots between their world and your product. Personas can help you get there. But not if you retrofit them into your own product narrative. In this episode, Daniel Palay, Head of...

#11 | Judy AbadWith spells at WhatsApp, Slack, Instagram and Facebook, Judy Abad’s resume reads like an iPhone home screen. 😉 She knows what serious demand feels like — the twists, the turns, the thrills — and it’s given her a unique perspective on taking popular...

#10 | Jeffrey Vocell, IterableEvery product launch has to land. The stakes are high for product marketers and the pressure is real.  That’s when you REALLY want messaging research in your corner saying: “We prepared for this. We got this!” Because without...

#9 | Sarah Din, UnbabelSubjectivity bleeds into a lot of messaging development.  “I don’t like this word.”“I think we should say this instead.”“What about ‘accelerate growth’?” Opinions are everywhere. And while they’re valuable, they can also derail the process that...

#8 | Jon Rooney, OracleThink of messaging as draft and hypothesis. Something to stress test and poke holes in. Something to iterate and add rigor to. Not something to just fall in love with inside the building. “It's a discipline. It’s not ad hoc. It's not a fire...

#7 | Michael Peach, Tray.ioCreating a cohesive, overarching story for a product with different audiences and use cases can be tough. It’s a challenge that many product marketers face. But there’s always an answer...and it often lies in your customer's mind. In this...