Product: Knowledge — the Product Marketing Podcast

Graphos Inc.
  • 5.0 (3)
  • MARKETING
Product: Knowledge — the Product Marketing Podcast

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 product positioning, product-market fit and other specialized attributes of product marketing that combine to become the difference between stratospheric success stories and catastrophic product failures. It’s the podcast about creating and marketing SaaS, B2B and consumer products people truly need. Laurier Mandin is founder and CEO of Graphos Product. As the leader of an international product marketing agency, he flushes out insights and creates a window into the fascinating world of product Go-to-Market strategy and successful product launches. https://graphosproduct.com/

  1. OCT 18

    Making Customers Say, “I Need That” – The Art of Irresistible Products

    In this special episode, host Laurier Mandin introduces his new book, "I Need That: Creating and Marketing Products People Are Compelled to Buy." Drawing from over 30 years of marketing experience, Laurier shares key insights on how to create products that resonate deeply with consumers. Key points covered: The psychology behind why people buy certain productsHow to transform a product from a "want" to a "need"The CLIMB™ framework for understanding product benefitsThe concept of the "Coveted Condition™" in product developmentStrategies for effective product validationOvercoming consumer resistance to new productsThe three selves of the consumer: Remembering, Experiencing, and Third SelfCreating intuitive user interfaces through natural mappingThe importance of storytelling in product marketingScaling strategies while maintaining focus on core customer needsLaurier emphasizes the importance of understanding deep-seated customer needs and aspirations to create truly compelling products. He introduces novel concepts like the "Third Self" and provides practical advice for product developers and marketers. Whether you're a startup founder, product manager, or marketing professional, this episode offers valuable insights to transform your approach to product development and marketing. Get your copy of "I Need That" now: HardcoverPaperbackKindle eBookAudible Audio Book Visit Laurier Mandin’s author site and sign up for his DAILY “Need Feed” emails at lmandin.comGet product insights, learn about Graphos Product and read the Graphos blog at graphosproduct.com Don't forget to subscribe to our podcast for more insights on product development, marketing, and innovation!

    20 min
  2. Cracking the Conversion Code for your Product, with Chris Smith

    06/14/2022

    Cracking the Conversion Code for your Product, with Chris Smith

    It can be infuriating when your marketing efforts get zero traction. Wouldn't it be great if you could focus on activities you know will generate results? Chris Smith, cofounder of Curaytor and author of the bestselling (and newly revised edition of) The Conversion Code, shares data-proven ways to attract and convert buyers by making smarter use of tools from text messages to TikTok.

    32 min
  3. Getting to “Aha!” in Product Validation, with Darshan Mehta

    03/23/2022

    Getting to “Aha!” in Product Validation, with Darshan Mehta

    Would you prefer to learn before launch that your new product idea has flaws that will stop customers from buying? Or wait until it's built and much harder to fix? Validation research through focus groups, surveys and polls can deliver insights important enough to change a product's fortunes—IF you ask the right questions and know what to listen for. Darshan Mehta has written a book about capturing insights, and shares what you need to know to get it right.

    20 min
  4. Pricing a Product for Long-Term Profit, with Dan Balcauski

    02/09/2022

    Pricing a Product for Long-Term Profit, with Dan Balcauski

    Nearly all product companies grapple with pricing. What model is the best fit? How do you maximize the market value for a novel product without losing customers when it comes time to pay? Dan Balcauski helps high volume SaaS companies assess pricing practices and optimize pricing and packaging, guiding his clients to make the most impactful pricing decisions and communicate value convincingly to decision makers.

    32 min
  5. The Secret System Behind the World’s Top Products, with “Brands Don’t Win” Author Stan Bernard

    01/06/2022

    The Secret System Behind the World’s Top Products, with “Brands Don’t Win” Author Stan Bernard

    Ever noticed that while most brands battle constantly with competitors for small gains, leaders like Apple, Tesla and Amazon play in an entirely different sphere? Stan Bernard, author of “Brands Don't Win” believes it's because the branding game is a lost cause. In this episode, he tells you how leaders transcend branding by creating a game no one else can win — and how to do it for your own product.

    37 min
  6. Selling Products After Facebook with Maureen Mwangi

    11/29/2021

    Selling Products After Facebook with Maureen Mwangi

    R-RRIP! That was the way we've marketed and sold products for ages, being torn apart. Facebook, Google Ads and other digital ad platforms have been hammered by consumer privacy implementations, making it impossible for many advertisers to sell their products online profitably. Meanwhile, ongoing supply chain issues are making costs and material availability a nightmare. Maureen Mwangi teaches growing product makers to navigate challenges like these profitably, and joins host Laurier Mandin to share advice and insider tips from her work in launching products for the likes of Lays, L'Oréal, Dove and Chobani.

    24 min
  7. When Your Product Needs a Breakthrough, with Margie Agin

    10/19/2021

    When Your Product Needs a Breakthrough, with Margie Agin

    There can be a lot of resistance to the change presented by a new product of any size, but especially for B2B products with long sales cycles and complex adoption curves. Margie Agin, author of “Brand Breakthrough” and chief strategist of Centerboard Marketing, helps product makers to accelerate adoption and achieve breakthroughs by distilling functions down to their core value propositions. If you need an “AHA!” moment for your product, be sure not to miss this episode.

    26 min
  8. Explosive Product Launches, with Spin Jammer & SearBQ Creator Michael Sandeen

    06/14/2021

    Explosive Product Launches, with Spin Jammer & SearBQ Creator Michael Sandeen

    Creating a breakthrough product requires a rare combination of inventiveness, audacity and smart strategic planning. Michael Sandeen has done it more than once, and he joins Product: Knowledge to talk about his winning ideas, the dark side of Kickstarter, the importance of beautiful product design—and cooking the perfect rib-eye steak in just 4 minutes.

    30 min
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5
out of 5
3 Ratings

About

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 product positioning, product-market fit and other specialized attributes of product marketing that combine to become the difference between stratospheric success stories and catastrophic product failures. It’s the podcast about creating and marketing SaaS, B2B and consumer products people truly need. Laurier Mandin is founder and CEO of Graphos Product. As the leader of an international product marketing agency, he flushes out insights and creates a window into the fascinating world of product Go-to-Market strategy and successful product launches. https://graphosproduct.com/

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