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Archive of ‘Product Theory’ category

My Product is Boring. What Marketing Can I Do?

Many times we have students in class, or potential clients who say to our instructors, “My product is boring. How am I supposed to market something that’s so plain?” The answer is simple:  think outside the box. You’re a marketer, that’s part of your responsibility. Not to mention the fact that even if you think your product or service is boring, it exists because there is a demand from some audience, no matter how small. There is a need for it, and if not, your company may want to take a look at its business plan.

So where do you start? You already have collateral that describes what your product is, or explains what is provided with your service. Those are great ad-ons for your sales team to use that look professional to their clients. What more can you do with content marketing to engage customers and make them aware? Here are five examples of companies with so-called boring products or services that did a great job making themselves stand out and appeal to their consumers with content marketing. (more…)

Web Seminar Recap: Product Theory

Real-World Innovation and Creativity Enablement

Innovation and creativity are business bingo words for sure. Even though they conjure up visions of verbose, empty-suite executives clamoring on and on, they are still critical. At the end of the day, your business grows by entering new markets, adding new products and reacting to changes that impact your products or customers. All which are empowered and amplified by innovation and creativity.

A product portfolio is like a well. The deeper you have to go to find interested customers, the more expensive it gets, and the more work you have to put in to getting business. So if you can find new products or quickly locate new customers, you continue to get the “richness” of margin and easy customers from the beginning stages of the well. (more…)

Comparing Successful Certification Programs

When you look at today’s technology-enabled workforce, there are a huge number of certifications available. We just finished doing a study comparing some of the most successful certification programs, their role in the job market, and their importance to the training industry. We did this study because we’re hoping to convince Google to transition to an authorized training model which leverages affiliate training providers along with authorized content. We’ll keep you posted on that. In the meantime, comparing these certifications yields some interesting insight about how they impact skills and earning power.

So to establish some context for studying useful industry certifications, let’s break them into a few basic categories: (more…)

Web Seminar Recap: Product Theory – Real-World Innovation and Creativity Enablement

What’s the difference between identity and cognitive diversity? Which one works better to produce creativity? Those are just two of the questions David Mantica, ASPE president, answered during our web seminar on Wednesday. In product development, there are three critical elements that factor in:  value creation, organizational capability and competitive understanding. To learn more about these and how team dysfunctions can work to your benefit, view the recording of this web seminar in its entirety by clicking View Event Recordings (at the top right).