20 episodes

We‘re all obsessed with product brands, especially those driven by a vision and purpose. Product: Knowledge explores the art of the product launch, from secret Obsession Branding™ techniques to the specialized attributes of product marketing that become the difference between stratospheric success stories and costly product failure.

Laurier Mandin is CEO of Graphos; Andreas Schwabe is Director of Media Services. As an international product marketing agency, we flush out insights and vision into the fascinating world of consumer product Go-to-Market strategy for purpose-driven brands.

https://graphosproduct.com/

Product: Knowledge — the Physical Product Marketing Podcast Graphos Inc.

    • Marketing

We‘re all obsessed with product brands, especially those driven by a vision and purpose. Product: Knowledge explores the art of the product launch, from secret Obsession Branding™ techniques to the specialized attributes of product marketing that become the difference between stratospheric success stories and costly product failure.

Laurier Mandin is CEO of Graphos; Andreas Schwabe is Director of Media Services. As an international product marketing agency, we flush out insights and vision into the fascinating world of consumer product Go-to-Market strategy for purpose-driven brands.

https://graphosproduct.com/

    Why Should I Choose Your Product? with Author Ian Chamandy

    Why Should I Choose Your Product? with Author Ian Chamandy

    Laurier Mandin talks with Ian Chamandy, co-author of "Why Should I choose you: Answering the Most Important Question in Business In Seven Words or Less," about how the principles of the most fundamental question translate to a product.

    • 24 min
    Creating a Product for a New Market, with Samuel Greene of ZOOM

    Creating a Product for a New Market, with Samuel Greene of ZOOM

    Andreas bought a new podcast recorder for home, and it's very different from the one in our studio. On this episode, Andreas and Laurier talk with Samuel Greene from ZOOM North America about the ZOOM L-8, and how they went about creating a product for a market segment that didn't really exist until last year.

    • 34 min
    How to Rock Your Product’s Kickstarter with Jackson Cunningham

    How to Rock Your Product’s Kickstarter with Jackson Cunningham

    What are the most important elements of a standout Kickstarter campaign? How many people are involved? Where do you even begin? Jackson Cunningham joined Graphos Product CEO Laurier Mandin to talk about the Cove cat litter box, including how Tuft and Paw engaged the company’s online community to help design it—and rock his Kickstarter.

    https://www.tuftandpaw.com
    http://www.graphosproduct.com

    • 23 min
    Creating an Unforgettable Brand Name for Your Product with Author Jeremy Miller

    Creating an Unforgettable Brand Name for Your Product with Author Jeremy Miller

    Naming a company is more complicated than naming a baby. It just is. There’s more family involvement. Is the product for men, women, seniors; is it for a particular activity or sport that has its own jargon and vocabulary? What country is the product going to be sold in? What are the social mores of that country, and what cultural taboos do we need to avoid, and which buttons are we able to push without offending? It’s like learning a new language. We talk to Jeremy Miller, author of "Brand New Name" to uncover a process to choose a brand name that fits your product and speaks to its market.

    • 24 min
    A Guide to Innovative Product Development with Kyle Handfield from Ventrify

    A Guide to Innovative Product Development with Kyle Handfield from Ventrify

    Technology has transformed the product development cycle. Photorealistic 3D rendering makes visualizing new products easy. Your product can be near-perfect, but to be successful, the marketing, packaging, and shipping need to be at the same level. There are a lot of moving parts. Often the biggest barrier is knowing where to start, especially when your manufacturer is producing your product a world away, in a different language and culture.

    Kyle Handfield knows exactly where to start. His company, Ventrify, leads brands and inventors through the entire product development cycle using a nine-step process starting with discovery, and culminating with shipping. The consultancy also provides industrial design, engineering, testing—even going as far as managing regulatory certifications.

    • 26 min
    Finding the (Real) Truth in Product Validation with Rob Fitzpatrick

    Finding the (Real) Truth in Product Validation with Rob Fitzpatrick

    If you ask Mom what she thinks about your new product, she’ll lie and tell you it’s fabulous — even if nothing could be farther from the truth.

    When you’re launching an innovative product, product-market fit is essential. That means knowing a sufficient, reachable customer base will be more excited about the product than you are. Conducting validation research is crucial. But the questions you ask is where things often start to go wrong.

    People will naturally lie to you, just like Mom — and bad data can lead to costly product failure.

    Author Rob Fitzpatrick believes you can avoid mistakes by asking questions that elicit the answers you NEED, not the ones that make you feel good. Complements, verbal support, and new ideas can feel helpful, but in conversation with Graphos Product CEO Laurier Mandin, Rob says it’s much better to ask questions about people’s problems or challenges — as well as current solutions and what they cost. Rob's book, "The Mom Test" is taught at Harvard, MIT, UCL and many other top universities.

    Rob Fitzpatrick's website with link to buy "The Mom Test" - https://robfitz.com

    Graphos Product - https://graphosproduct.com

    • 19 min

Customer Reviews

Firelightstudio ,

Director

This podcast is such a great resource for product marketing information and discussion.

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