SVPMA: Humanize Your Product From the Inside Out

On Saturday, May 18, I gave a workshop to the SVPMA - the Silicon Valley Product Management Association - on how to use customers' human needs to design better products and craft marketing stories. That's how you humanize and align product with marketing! Stories don't just happen after a product is designed. Stories about customers drive the design itself. Attached are the slides from my session. Enjoy. Kathy Klotz-Guest

By | 2017-02-21T20:42:29+00:00 May 20, 2013|0 Comments

Human-Centered Design: Where are the Product Storytellers Today?

Great marketing IS storytelling, and it is the essence of connecting with your audience. So why aren’t there more storytellers in product – especially in high-tech? Many companies gather customer requirements, build in a few of the most important needs, create a prototype, and collect beta-test feedback. Then, after fixing a few things, marketing creates “messages” to promote the product to customers. Far too often, storytelling begins after the product [...]

By | 2017-02-21T21:42:27+00:00 September 16, 2012|0 Comments

Creating Awesome Products and Services, Part II: Interview with Innovator Mike Harding

KKG (Kathy Klotz-Guest): Other than Apple, when we look at Silicon Valley - who is creating really innovative products? MH (Mike Harding): I would say Nest Labs. Tony Fadell, the founder, created the iPod. He came up with a non-obvious answer to a problem people didn’t know they had. Almost 50% of energy in homes goes to cooling; he wanted to apply technology to the problem to reduce energy consumption. [...]

By | 2017-02-21T21:53:45+00:00 May 12, 2012|0 Comments

Creating Awesome Products and Services: Part I, Interview with Mike Harding

I recently chatted with Mike Harding, innovator and developer, about creating awesome new products and services. I met Mike when we both presented product and service innovation sessions at The 2012 Silicon Valley Product Camp at eBay in March. He has worked with numerous startups ranging from fruit and produce wholesaling to Java application servers. Mike worked to bring software and developers into the networking world at Juniper Networks. His [...]

By | 2017-02-21T21:54:47+00:00 May 11, 2012|1 Comment
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