My Way (with Ivan Buric)

Ivan
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Hi, my name is Ivan, a former pro athlete and physiotherapist, turned Marketing Leader I'm building my dream podcast, on a journey to discover unconventional ways to become better AI-Powered Product Marketer

  1. Anna Borbotko — Building Intellectual Property, Not Just Skills

    AUG 21

    Anna Borbotko — Building Intellectual Property, Not Just Skills

    In this episode, I talk with Anna Borbotko, product marketer turned enablement leader at TomTom. Anna’s career is anything but linear — from dreaming of becoming a journalist, to procurement, to product marketing, and now enablement. Along the way, she has built a strong presence on LinkedIn and launched her own newsletter, Product Marketing Pulse. We dive into the future of work, the skills that really matter, and why creating your own intellectual property will define careers in the years ahead. What we talked about: How Anna got her role at TomTom during COVID thanks to “the click” with her hiring manager.Why she looks beyond hard skills when hiring, and what she really pays attention to in junior candidates.The unusual interview question she asks everyone: “If you see a wall in front of you, what would you do?”Why product launches aren’t where the real value lies — and why the post-launch phase matters more.How TomTom successfully pivoted from B2C to B2B and what it means for product marketers.The shift from “skilled labor” to intellectual property — and why the future belongs to those who turn their knowledge into scalable assets.Why Anna doesn’t believe in traditional training, and how she’s building a framework for enablement that focuses on learning by doing.How building visibility on LinkedIn (even without a big strategy) led to speaking invites, collaborations, and new opportunities.Why consistency and presence matter more than going viral.Anna’s perspective on AI, why she calls herself a “dinosaur” in adoption, and how she sees enablement evolving into managing AI agents. One of my favorite quotes from Anna: “Careers are jungle gyms, not ladders. The winners will be those who keep adapting.” 📌 Connect with Anna: LinkedIn: https://www.linkedin.com/in/product-marketing-amsterdam/Newsletter: ex Product Marketing Pulse, now rebranded as Lines & Leaps. (https://www.linkedin.com/newsletters/7037060648253431809/) If you’re interested in product marketing, enablement, or simply how to future-proof your career in the age of AI, this is an episode you don’t want to miss.

    47 min
  2. Jane Portman - Mastering SaaS Email Marketing

    AUG 10

    Jane Portman - Mastering SaaS Email Marketing

    In this episode of MyWay, I sit down with Jane Portman — co-founder of Userlist, host of two long-running podcasts (UI Breakfast and Better Done Than Perfect), and a veteran UI/UX designer turned SaaS founder. Jane shares her journey from running a solo design consultancy to building a SaaS product in one of the most competitive markets: email marketing automation for SaaS companies. We dive into the evolution of design’s role in SaaS, why user onboarding should be every founder’s top priority, the truth about “behavior-based” email marketing, and the biggest mistakes companies make when moving from simple newsletters to advanced automation. Jane also reveals her Atomic Emails framework, a practical system to overcome creative block and design email sequences that actually convert. And because she’s been podcasting for over a decade, we also talk about what it takes to keep a show running consistently for 10+ years, what she’s learned from hundreds of guests, and why podcasting is her favorite long-term marketing asset. Episode Highlights: Why great UI/UX is an advantage, not always a necessity — and when it is a must-have.The difference between SaaS email marketing and “generic” email automation.The two foundational workflows every SaaS company should have: onboarding and paying-customer retention.Best practices for nurturing campaigns — and the common mistake of overthinking them.How the Atomic Emails framework turns existing content into high-performing campaigns.The technical and creative skills needed to execute behavior-based email marketing.How Userlist uses roadmapping sessions to bridge the gap between marketing and engineering.What Jane has learned from over 400 podcast episodes — and the systems that keep her consistent. Quote of the Episode “Email is just a channel — not a silver bullet. But it’s basic business hygiene to be messaging your users. It shows you care.” — Jane Portman Key Learnings Design is powerful, but context matters. Great design can give you a competitive edge, but many SaaS businesses succeed before perfecting UI/UX.SaaS email marketing is data-driven. It requires product usage tracking, segmentation, and triggers — far beyond standard email campaigns.Start simple before going advanced. Complex systems evolve from simple ones; most companies only need advanced automation after a couple of years.Onboarding is universal. No matter the pricing model, activating new users is the highest-leverage email workflow you can build.Deliverability is earned. Authenticate your domain, separate cold outreach from product emails, and respect unsubscribe preferences.Podcasting longevity comes from systems. Consistency is easier when production is a repeatable, team-supported process.

    42 min
  3. Michal Lasman - From Product Marketing to People-First Leadership

    JUN 27

    Michal Lasman - From Product Marketing to People-First Leadership

    Michal Lasman – Leading with Empathy, Coaching & Communication In this episode, I sat down with Michal Lasman, a product marketing leader turned executive coach, to talk about the human side of leadership—and why soft skills might be your strongest asset in today’s workplace. Michal’s background spans B2B marketing, tech startups, and team building, but what stood out most is how much he values listening, clarity, and care. We talked about how marketing roles evolve, why communication is often the root of most problems, and how coaching (done right) can unlock real performance and fulfillment for individuals and entire teams. If you’re a product marketer, people manager, or just someone who wants to lead with more intention, this episode will speak to you. Key Takeaways ✅ Soft skills aren’t “nice to have” anymore—they’re business-critical. ✅ Clarity is a gift you give your team. Don’t underestimate how powerful aligned language can be. ✅ Most performance issues aren’t skill gaps—they’re communication gaps. ✅ Leadership isn’t a title—it’s how you show up for others. ✅ Coaching isn’t about giving advice. It’s about creating space for people to discover their own answers. ✅ Building trust as a leader starts with how you listen, not just what you say. ✅ You don’t have to “perform” leadership. The best managers are grounded, self-aware, and honest. 💬 Quote from Michal “We often think we have to show up as some kind of ideal leader. But most people just want someone real—someone who listens, someone who cares, someone who communicates clearly.” ⏱️ Episode Chapters 00:00 – Intro & Michal’s background 03:10 – Why Michal shifted from product marketing to coaching 06:30 – What most managers get wrong about communication 10:00 – How language alignment impacts execution 14:40 – Coaching vs managing: what’s the difference? 18:10 – Giving feedback that builds trust (not fear) 22:30 – Building leadership skills through self-awareness 27:00 – Michal’s approach to listening in high-pressure roles 32:20 – Lessons from coaching startup teams 36:10 – Leadership as a practice, not a personality 40:30 – How Michal works with clients and what he's seeing in the market 44:00 – Advice for PMMs and team leads who want to grow into stronger leaders 48:00 – Book recs, resources, and next steps 51:00 – Where to connect with Michal  🔗 Connect with Michal: https://www.linkedin.com/in/michallasman/ - https://www.michallasman.com/ 📩 Subscribe to the newsletter: https://ai4pmms.com/subscribe 🔗 Follow me on LinkedIn: https://www.linkedin.com/in/ivanburic/

    34 min
  4. Barney O’Kelly – Be Seen, Make Friends: Build a Brand That Opens Doors

    MAY 29

    Barney O’Kelly – Be Seen, Make Friends: Build a Brand That Opens Doors

    In this episode, I sat down with Barney O’Kelly, Head of Solutions & Product Marketing at Alex Partners, to talk about the career strategy behind one of his favorite mantras: “Be seen, make friends.” Barney believes personal branding isn’t about going viral or building a huge audience. It’s about being intentional with how you show up—inside your company, on LinkedIn, and in your network. We talked about what visibility really means, how to shape your professional identity, and why your brand is already saying something—even if you haven’t touched your profile in years. Key Takeaways ✅ Your job title is not your story. Who you are and how you do your work matters more than what your role is. ✅ “Be seen, make friends” is a mindset shift—visibility + relationships are the foundation of career growth. ✅ You don’t need to be loud or post daily to build a personal brand. Start with a clear profile, strong photo, and a story worth reading. ✅ Personal brand isn’t just external—it helps your colleagues understand who you are, what you care about, and where you want to go. ✅ LinkedIn is your digital first impression. Use it intentionally—even if you’re not looking for a job. ✅ The best way to grow your network isn’t to promote yourself, but to connect others and create value. Quote from Barney“Your job title is the least interesting thing about you. What you do, how you do it, and why—that’s where your story lives.” Episode Chapters 00:00 – Intro & Barney’s current role 02:00 – “Be Seen, Make Friends”: where it comes from 05:00 – Why personal brand matters (even when you’re not job hunting) 07:30 – LinkedIn as a runway, not a resume 10:00 – The elements of a strong profile: photo, headline, about section 13:00 – Finding your story and refining your positioning 17:00 – How internal brand builds influence at work 22:00 – The difference between self-promotion and storytelling 27:00 – Advice for introverts: how to network without shouting 33:00 – Helping others shape their voice 37:00 – What Barney looks for when hiring 42:00 – Can your brand evolve as you grow? 47:00 – Where to start if you're building from scratch 50:00 – Connect with Barney  🔗 Connect with Barney: https://www.linkedin.com/in/barneyokelly/ 🔗 Follow Ivan: https://www.linkedin.com/in/ivanburic/

    53 min
  5. Mikey Mioduski - Creating Slides that SELL

    MAY 3

    Mikey Mioduski - Creating Slides that SELL

    Crafting Stories That Close: The Art of Presentation in B2B SaaS with Mikey Mioduski 🚀 INTRO In this episode, I sat down with Mikey Mioduski, founder and CEO of GhostRanch Communications, to dive deep into a side of product marketing that often gets overlooked: presentations. Mikey has worked behind the scenes of some of the biggest enterprise SaaS deals—crafting decks that don’t just tell a story but drive decisions. Whether it’s an investor pitch, a big sales moment, or an internal narrative to align the org, Mikey and his team live at the intersection of storytelling, design, and strategy. We talked about the gap between design and messaging in B2B, the hidden cost of bad decks, and why the best presentations start with narrative clarity. If you’ve ever been tasked with “just making the deck look nice,” this conversation will change the way you think about slides forever. 📌 KEY TAKEAWAYS: Great decks are strategy tools. They aren't just visuals—they shape how your audience feels, understands, and remembers your product.The design vs. messaging gap is real. Most teams focus on what looks good instead of what connects—and Mikey’s work bridges that gap.Product marketers are presentation owners by default. But without the right toolkit or guidance, they’re often set up to fail.Clarity > Creativity. The best presentations aren’t flashy—they’re focused, intentional, and built around a sharp narrative.The internal pitch matters. Before you convince customers or investors, you need to sell the story inside your company.💬 QUOTE FROM MIKEY "We always say, if the presentation’s job is to move someone from point A to point B…you better be crystal clear on what A is—and where B is supposed to be." 📚 WHO THIS EPISODE IS FOR Product marketers who own the deck but want more confidence and impact.Founders trying to pitch clearly to investors or early customers.Designers and writers collaborating on strategic storytelling.Anyone tired of ugly slides and unclear messages. ⏱ CHAPTERS 0:00 – Intro 3:10 – Mikey’s path from agency work to founding GhostRanch 7:40 – What makes a presentation actually effective 13:15 – Common mistakes product marketers make with decks 20:10 – Sales decks vs. product launches vs. internal presentations 28:30 – Why great storytelling starts with knowing your Point A 34:45 – The cost of unclear internal communication 41:20 – Final advice for marketers who want to up their presentation game 🎧 Listen if you want to: Own your next big deck like a proUnderstand how storytelling drives strategyLearn the difference between good design and smart design

    56 min
  6. Hattie The PMM - Build your Personal Brand before you Need It

    APR 26

    Hattie The PMM - Build your Personal Brand before you Need It

    What happens when you get laid off for the fifth time? If you’re Hattie, you get hired again in 2 weeks—thanks to the brand you built when things were going well. In this episode, I talk with Hattie, a seasoned product marketer, about why building a personal brand isn’t optional anymore, especially in tech. We dive into: How to stay visible and valuable inside and outside your companyWhat Hattie learned from being laid off 5 timesHow LinkedIn content helped her get interviews (and offers) fastThe mindset shift PMMs need to make to grow their careers todayWhether you're a PMM, marketer, or just someone thinking, “I should probably post more on LinkedIn” — this episode is for you. 🔑 Key Takeaways: ✅ Visibility is currency — inside your company and on LinkedIn.✅ Don’t wait for a layoff to show what you know — build your voice early.✅ You don’t need to go viral — you just need to be consistent and helpful.✅ Storytelling and clarity are the most underrated skills in product marketing. ✅ Personal brand ≠ ego. It’s a safety net, and a growth engine. 💬 Quote from Hattie “People think if they do good work, it’ll speak for itself. But if you don’t learn to speak for it — especially online — no one will know.”⏱️ Chapters  03:10 – Hattie’s background: from startup founder to PMM 06:45 – The reality of being laid off (multiple times) 12:20 – Why visibility matters more than ever 16:05 – LinkedIn strategy for PMMs (without being cringe) 22:50 – Internal influence vs. external brand 27:40 – How to advocate for yourself without overselling 33:10 – Advice for PMMs early in their career 36:45 – What Hattie would do differently 39:30 – Wrap-up + where to follow Hattie 🔗 Resources Connect with Hattie on LinkedIn: https://www.linkedin.com/in/hattiethepmm/Join productmarketers.com https://www.productmarketers.com

    54 min
  7. Nitin Kartik: The Power of Compounding is a long term game

    FEB 13

    Nitin Kartik: The Power of Compounding is a long term game

    From Engineer to Product Marketing Leader: Nitin Karthik’s Journey of Reinvention How do you pivot your career, build a personal brand, and turn your knowledge into a bestselling book—all while working a full-time job? In this episode, I sit down with Nitin Karthik, a product marketing leader, content creator, and author of Product Marketing Wisdom. His career path has taken him from software engineering to product marketing, from corporate roles to building his personal brand, and ultimately to writing a book based on 100+ expert interviews. We discuss:✅ How Nitin transitioned from engineering to marketing (and how to pivot your own career)✅ The power of compounding in personal branding—why consistency beats overnight success✅ How to overcome imposter syndrome and start sharing your ideas online✅ The "trading up" networking strategy—how to build relationships with high-profile people✅ How Nitin wrote and launched an Amazon bestselling book in just two months✅ Why helping others is the best way to grow—his unique book launch strategy proves it This episode is a must-listen if: You’re considering a career pivot and want to learn from someone who’s done it successfullyYou’re struggling with imposter syndrome and self-doubt about building your personal brandYou want to grow your network and create meaningful opportunities in your industryYou’re curious about the process of writing and launching a book from scratchTimestamps:00:00 – Introduction02:30 – Nitin’s global journey (India → Africa → USA)04:55 – From software engineering to marketing: How he made the switch09:40 – Why personal branding is more important than ever14:00 – Overcoming imposter syndrome and self-doubt20:15 – The strategy behind networking and making meaningful connections28:20 – Choosing the right platform for your content38:40 – How data and analytics help improve your brand growth45:30 – Writing a book in 2 months: Lessons from Nitin’s Amazon Bestseller52:50 – The power of community: How helping others helps you 👉 Listen to the full conversation for real, actionable advice on personal branding, networking, and career growth! 📢 Connect with Nitin Karthik:🔗 LinkedIn: https://www.linkedin.com/in/nitinkartik/📖 His Book: ProductMarketingWisdom.com

    55 min
  8. Aya Tange: How to Build a Career That Aligns with Your Goals & Values

    FEB 7

    Aya Tange: How to Build a Career That Aligns with Your Goals & Values

    Summary Aya Tange shares her experiences and insights on cultural diversity, transitioning from big tech to startups, and developing presentation skills. She discusses the benefits and challenges of navigating different cultures and the importance of keeping an open mind. Aya also highlights the value of rotation programs in the tech industry and provides tips for effective public speaking. She emphasizes the importance of getting to know the audience, practicing, and delivering content in a conversational and relatable manner. Finally, Aya shares her decision-making principles, which involve planning for the future and pursuing personal goals. In this conversation, Aya Tange discusses her experiences working internationally and the value of seeking international experience. She also shares insights on the differences between big tech companies and startups, and the importance of reflecting on one's career path. Aya emphasizes the significance of company culture and the human aspect when making job decisions. She provides insights into the role of product marketing and the differences between inbound and outbound product marketing. Aya also shares her favorite podcasts and the benefits of consuming podcast content. Takeaways Cultural diversity provides valuable perspectives and insights, but it also requires an open mind and adaptability to navigate different cultures.Rotation programs in the tech industry offer opportunities for career development and exploration of different roles and teams.Effective public speaking involves getting to know the audience, practicing, and delivering content in a conversational and relatable manner.When making decisions, it is important to plan for the future and pursue personal goals. Seeking international experience can be valuable for personal and professional growth.Working for not-so-recognizable brands can provide unique learning opportunities that big companies may not offer.When considering job opportunities, it's important to assess both the professional and cultural aspects.Reflecting on one's career path regularly can help make informed decisions and progress in one's career.Product marketing can take different forms depending on the company, and it's important to understand the specific role and responsibilities.Company culture and the people you work with are crucial factors to consider when evaluating job opportunities.Podcasts can be a valuable source of learning and entertainment, providing insights from successful individuals and diverse perspectives. Chapters 00:00 Introduction and Background02:20 Benefits and Challenges of Cultural Diversity06:05 Challenges of Navigating Different Cultures08:20 Transition from Big Tech to Startups13:34 Opportunities in Rotation Programs20:20 Tips for Effective Public Speaking24:40 Decision-Making Principles26:33 Seeking International Experience28:08 Learning from Not-So-Recognizable Brands32:35 Pros and Cons of Chasing Big Names36:52 Considering Cultural Aspects in Career Decisions37:24 Assessing the Human Aspect of Job Decisions42:28 Defining Product Marketing45:25 Differences in Product Marketing Across Regions47:53 The Importance of Company Culture in Product Marketing48:24 The Power of Podcasts51:36 Recommended Podcasts ✉️ Subscribe to my newsletter: https://mywaynewsletter.com/subscribe

    51 min
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Hi, my name is Ivan, a former pro athlete and physiotherapist, turned Marketing Leader I'm building my dream podcast, on a journey to discover unconventional ways to become better AI-Powered Product Marketer

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