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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OUTCOME: A UX Design Conference. Why is it For Every Product Team in Chandigarh
We have two days to go for OUTCOME, and it has been pretty exciting last few weeks as a build up for the day. As part of promotions via emails and on social media (see Twitter), I have extensively shared many reasons and use cases for why OUTCOME is so relevant to almost every product team in the region. This …
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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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The Year 2018 Footprints
Replaying the year 2018 reel and I feel as if it was a complex yet an entertaining movie. 1. Conversations I continued my series of inviting guests for content conversations and I totally enjoyed the three episodes in 2018 — one each with Scott Abel, Jess Sand, and Lauren Lucchese. I see these coming in March 2019 for more guests. 2. Hosted …
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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
- storytelling
- July 5, 2018
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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First Steps in the Strategic Brand Narrative
In my last two content strategy projects with two startups, I realized very early that different teams in either startup did not have a clear understanding of what the brand wanted to do, and why. My second and then third meetings cleared off some dust but I could sense that the message was not absorbed effectively. It was NOT a …
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