Not Investing in Product Positioning is a Disrespect to the Product Itself

In startups and growing teams, marketing involves two different roles – product marketing and brand marketing. The product marketing managers own customer research and segmentation, they craft the message and positioning statements and lead content marketing strategy that aligns with the GTM roadmap. This is essentially a cycle from the GTM strategy to sales enablement. The brand marketers are focused …

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The Republic of OUTCOME

26 January. India. Indian Republic Day. Being a republic gives us the choice to govern ourselves as a citizen of India. It gives us fundamental rights. To realize how important it is, see a few countries that are not a republic. 26 January 2019 is India’s 70th Republic day. While I am completely involved with OUTCOME that happens in 12 …

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Designing for the OUTCOME: A Conference, Products Culture, and Startup Ecosystem

The startup ecosystem noise gets louder and is more widely distributed now in Chandigarh. I love the way students are now entrepreneuring their muscles from idea to pitching, and sometimes prototyping on their way. My co-working space CEED gives me regular chances to talk to Chitkara University students. Many a times, they surprise me with their startupreneural questions. Also, CEED …

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Lets Discuss Content and Design in the Language of Stories

Personas. Customer journey. Content types. Jobs To Be Done (JTBD). Wireframes. Buying decisions. Abandoned cart. Leads. CTA. Product teams worldwide use all kind of terms to design experiences. When I see different UX events (including 3 days conferences) and even the decks on Slideshare, not many design teams speak in the language of storytelling. I am working on an event …

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Design for Hero, Strategically—A Guardian of an Intent

Teodora Petkova is a philologist fascinated by the metamorphoses of text on the Web. See some of her select writings for Ontotext, and know more about her fascinating insights at her website. Teodora invites guests for a dialogue on web, text, content, and the mesh that weaves meaning and context around information and its variables. Recently, she invited me for …

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B2B Sales – The Narrative to the Rescue

Backstory: In 2016, I worked on a product support center project for a real estate CRM. Towards the end of our contract, the founder of the company asked me to have a quick look at the sales pitch thinking that my technical writing eye can help him tighten the slides. I reviewed it and that instance helped me develop some …

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A Queue is a Hope

A few days back, my nephew asked me for some script ideas for a video on Queue—as part of a social awareness campaign project in his school. He did not need the script, but a few dots that he could connect. Here is a quick outline of what I shared with him. Thinking of queue, I immediately associated it with …

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