Learn Product as a Marketer or Entrepreneur

As a marketer I've heard a lot about product, but never dove in.

“Product” has many levels and variations:

1. Product strategy
2. Product design
3. Product management
4. Product marketing

…and other variations.

As a marketing person with experience in SEO, PR and inbound marketing, I don't know much about product, but have heard about it in a few anecdotes that are powerful.

First, I heard that product managers were all powerful at Google, and they were essentially primed to become executives next. As I understand, product managers were MBA-types that had technical aptitude and could bring together many skills that when overlapped, were rare but potent: management, strategy, technical thinking, marketing, communication, team leadership, data, and project management. Probably a few more there. Product strategy is a key component of this, and perhaps higher up the food chain, and marries a CEO's corporate strategy with a more vertical specific product strategy. As I understand, at larger orgs, there are many teams of product managers, like at Google, handling Google Search, Gmail, YouTube, News, iPhone apps, etc. There may be sup-product managers that roll up into the main product manager, that then rolls up under the group CEO, like YouTube's CEO for example.

Second, I've heard a lot about product design in the sense of how a lot of designers in Silicon Valley startups didn't call themselves graphic designers, they called themselves “product designers”. A product designer is higher up the food chain and they get a seat at the table. A product designer would design a multi-faceted interface, like the Spotify app, or Pinterest's web app, etc. I can imagine there are teams of product designers all working together and dividing up roles, I have no insight into that world, but it makes sense like any other team.

Third, product marketing. As I understand, this is an evolution or a sister specialty to “growth”. Growth hacking became growth engineering and growth marketing and then just Growth as the field matured. Hardly anyone except plebes use growth hacking in a serious context, as I understand. It's a useful phrase, but not evolved to the current situation. Product marketing is thinking more holistically about how the product, and product design, and growth marketing all fit together. How might product design power up growth marketing? The way Pinterest's product design nudges you to pin and then share your pins have a strong impact on the flywheel effect of the product. When you sign up for a new social app, like Tik Tok, that encourages you to add all your contacts from your phone and then invite others is a classical onboarding design play that has a huge impact on their own viral growth. An important side note here is the idea of the viral coefficient: the rate at which new users invite other users. Essentially a measure of word-of-mouth marketing. More on that later.

So as a marketer with 10+ years of experience in digital marketing, but never really focusing on product, I'm excited to dive in and learn more. The field of product has been developed and matured a lot since about 2005, and many best practices are now confirmed. As we sit on the cusp of another sea-change in the tectonic shift of AI, which may be entering every product in the foreseeable future, it's worth nailing down the fundamentals of product and building from there.

What follows is my early research on where to learn about product and its many aspects. So here I'm mainly sharing what I find to be the most useful resources, and good places to start for beginners.

Summaries and Definitions of Product Areas, with Examples

Product:

The product is the core offering of any successful startup. It can be a physical product or a digital service. The key to building a successful product is identifying a real problem that people are facing and solving it in a unique and innovative way. In the context of internet startups in Silicon Valley, the product is usually a web or mobile application that serves a particular need or solves a particular problem for users.

Examples:

• Google's core product is its search engine, which allows users to easily find information on the internet.
• Facebook's product is its social networking platform, which enables users to connect and share information with friends and family.
• Uber's product is its ride-hailing service, which provides an easy and convenient way for users to get around in urban areas.

Product Strategy:

Product strategy is the plan for how a startup will develop and market its product to achieve its business goals. It involves identifying the target market, understanding their needs and preferences, and designing a product that meets those needs.

Examples:

• Google's product strategy is to provide the best search experience possible, while also monetizing its platform through advertising.
• Facebook's product strategy is to continuously add new features and services to its platform, while also leveraging user data to sell targeted advertising.
• Uber's product strategy is to expand its ride-hailing service into new markets and offer additional services like food delivery and bike sharing.

Product Design:

Product design involves the creation of a user-friendly, aesthetically pleasing, and functional interface for the product. It is a critical component of a successful startup because it directly impacts user engagement and adoption.

Examples:

• Google's search engine has a simple, minimalist design that makes it easy for users to find what they are looking for.
• Facebook's interface is designed to be intuitive and familiar, with a newsfeed format that encourages users to spend more time on the platform.
• Uber's app has a clean and easy-to-use interface that allows users to quickly and easily request a ride.

Product Management:

Product management is the process of overseeing the development and lifecycle of the product, from ideation to launch and beyond. This involves working closely with cross-functional teams to ensure that the product meets customer needs, is delivered on time and on budget, and aligns with the company's overall strategy.

Examples:

• Google's product management team is responsible for continually improving its search engine and developing new features and products, such as Google Maps and Google Drive.
• Facebook's product management team oversees the development of new features and services, such as Messenger and Instagram, and ensures they are integrated seamlessly into the overall platform.
• Uber's product management team is focused on expanding its core ride-hailing service and developing new services like UberEATS.

Product Marketing:

Product marketing involves the promotion and positioning of the product to target customers. This includes creating a brand identity, developing marketing campaigns, and identifying the most effective channels for reaching and engaging with customers.

Product marketing focuses on promoting the features

Examples:

• Google's product marketing strategy is focused on promoting its search engine and related products through targeted advertising and partnerships with other companies.
• Facebook's product marketing strategy is to position itself as a platform that connects people and empowers communities, while also promoting its advertising and business services.
• Uber's product marketing strategy is to emphasize the convenience and accessibility of its ride-hailing service through advertising and promotions.

In summary, successful internet startups in Silicon Valley rely on a combination of a strong product, effective product strategy, user-friendly product design, skilled product management, and strategic product marketing. Each of these elements is essential to building a successful and sustainable business. By understanding and mastering these components, entrepreneurs can create the foundation for a successful and thriving startup, as exemplified by the growth and success of companies like Google, Facebook, Uber, Pinterest, DoorDash, Netflix, and AirBnb.

Product marketing agencies:

A lot of the other specialties should be kept in house, but product marketing agencies could be a way to supercharge your product-led growth motion.

• Aventi Group – Product Launch – this firm has worked with a who's who of Silicon Valley, including Airtable, Zendesk, Okta and 15five – they specialize in product launches, among other services
• Olivine – B2B SaaS – this firm specializes in full-service product marketing for B2B SaaS firms like Looker, LinkedIn, and ServiceNow
• Green Flag Digital – Digital PR – PR can play an important role in product marketing, with content marketing & digital PR playing a strong supporting roll – Green Flag Digital offers creative digital PR services to land coverage on tier-1 publications.

Best Places to Learn Product

Let's break down learning product into the subcategories. Where are the best places to learn online and in person. We present a mix of online classes, blog posts, books and video to supercharge your learning.

Best Places to Learn Product Strategy

There are many great places to learn product strategy, ranging from books to online courses to in-person workshops. Here are a few options to consider:

1. “Inspired: How to Create Tech Products Customers Love” by Marty Cagan. This book is a comprehensive guide to product management, covering everything from identifying customer needs to developing product roadmaps. It's widely regarded as one of the best resources for product managers and anyone interested in product strategy.
2. Product School. Product School is a leading provider of product management training, offering courses in product management, product marketing, and UX design. Their courses are taught by experienced product managers and cover a wide range of topics, from ideation to launch to growth.
3. Mind the Product. Mind the Product is a global community of product managers, offering a range of resources and events to help product managers develop their skills. They offer online courses, conferences, workshops, and a blog with articles on a wide range of product management topics.
4. The Product Management Certificate Program at UC Berkeley. This program is designed for professionals who want to develop their product management skills, with a curriculum that covers product strategy, design, development, and marketing. The program is taught by experienced product managers and industry experts.
5. ProductPlan. ProductPlan is a software platform for product managers that offers a range of resources and tools to help product managers develop and execute product strategies. Their blog features articles on a wide range of product management topics, including product strategy, roadmapping, and prioritization.

Best Places to Learn Product Management

Product management is a multifaceted discipline that involves understanding customer needs, developing product strategies, collaborating with cross-functional teams, and ensuring the successful delivery of products to market.

Here are some of the best places to learn product management:

1. Product School. The Product School is a leading provider of product management training, offering courses in product management, product marketing, and UX design. Their courses are taught by experienced product managers and cover a wide range of topics, from ideation to launch to growth.
2. ProductPlan. ProductPlan is a software platform for product managers that offers a range of resources and tools to help product managers develop and execute product strategies. Their blog features articles on a wide range of product management topics, including product strategy, roadmapping, and prioritization.
3. Mind the Product. Mind the Product is a global community of product managers, offering a range of resources and events to help product managers develop their skills. They offer online courses, conferences, workshops, and a blog with articles on a wide range of product management topics.
4. Stanford University 10-Week Product Management Program. Want a true Silicon Valley network? Consider Stanford. Legendary. The Stanford Graduate School of Business offers a product management program that covers all aspects of product management, from ideation to launch to growth. The program is taught by experienced product managers and industry experts.
5. Product Management Reddit. You can always count on Reddit to get the best unfiltered advice and give it to you straight. For example, on the question on recommendations for product management courses, most say that there's no great ones and you should just learn on the job. That user recommends just soaking up all the activity and advice in that subreddit. So following their advice, we're recommending it here.

Best Places to Learn Product Design

Product design is a crucial aspect of creating a successful product, and there are many great resources available to learn product design. Here are a few options to consider:

1. “Don't Make Me Think” by Steve Krug. This classic book is a must-read for anyone involved in designing digital products. It covers usability, user experience, and the importance of designing products that are easy to use and intuitive. Personally, I think it's a bit old school, but it's still a great foundation to have in place in general in the field, and many love and recommend this one.
2. The Interaction Design Foundation. The Interaction Design Foundation is an online education platform that offers courses on all aspects of product design, including user experience design, interaction design, and visual design. Their courses are taught by experienced designers and cover a wide range of topics. Their subscription is very affordable at just over $12/mo for unlimited courses, or $200/mo with your own private coach.
3. General Assembly. General Assembly is a leading provider of technology education, offering courses in product design, UX design, and visual design. Their courses are taught by experienced designers and cover a range of topics, from design thinking to user research to prototyping.
4. InVision Blog. InVision is a software platform for product designers that offers a range of resources and tools to help designers create and collaborate on designs. Their blog features articles on a wide range of design topics, including user experience design, visual design, and design thinking.
5. Nielsen Norman Group. The Nielsen Norman Group is a leading user experience research and consulting firm, offering training and resources on all aspects of product design. They offer courses, workshops, and conferences on topics like usability, user experience, and information architecture. See: The Product-Manager Archetype

Best Places to Learn Product Marketing

Product marketing is a key component of bringing a product to market and ensuring its success. Here are some of the best places to learn product marketing:

1. Scaling Growth – Airbnb & Uber – YCombinator – Gustaf Alstromer, formerly product lead for Growth at Airbnb and a YC Partner, “joined a panel with Ed Baker, (former Head of Growth at Uber), to share tips on growth experiments and team dynamics at a scaling company.”
2. Pragmatic Institute. Pragmatic Institute is a leading provider of product marketing training, offering courses in product marketing, product management, and sales enablement. Their courses are taught by experienced product marketers and cover a wide range of topics, from product positioning to go-to-market strategy.
3. HubSpot Academy. HubSpot Academy is an online education platform that offers courses on a range of topics, including product marketing. Their courses cover topics like product launch planning, buyer personas, and product messaging.
4. The Product Marketing Alliance. The Product Marketing Alliance is a global community of product marketers, offering a range of resources and events to help product marketers develop their skills. They offer online courses, workshops, and a blog with articles on a wide range of product marketing topics.
5. ProductPlan. ProductPlan is a software platform for product managers that offers a range of resources and tools to help product marketers develop and execute product marketing strategies. Their blog features articles on a wide range of product marketing topics, including product positioning, messaging, and launches.
6. HBR Ascend. HBR Ascend is an online learning platform that offers courses on a range of business topics, including product marketing. Their courses cover topics like market research, brand positioning, and product launch planning.

Case Study: How did Airbnb use growth engineering to improve their viral coefficient?

Airbnb – we all love them (well most of us). It's one of the most design-forward Silicon Valley startups, and one that still has the patina of being a loveable brand, and hasn't been totally sidelined yet by the press (unlike Uber, Facebook, Google, et. all).

If you didn't know, Airbnb is actually known for its innovative approach to growth, including the use of growth engineering to improve its viral coefficient. The viral coefficient is a measure of how many new users are brought in by each existing user.

Airbnb improved its viral coefficient by using email notifications to encourage users to invite their friends to join the platform. When a user signed up for Airbnb, they were prompted to invite their friends to use the service as well. If the user didn't invite anyone immediately, Airbnb would send follow-up emails to remind them to invite their friends. These emails were personalized and often included a message from the user's friend who had already joined Airbnb, making them more effective.

Airbnb also experimented with various incentives to encourage users to invite their friends. For example, they offered users a $25 travel credit for each friend they referred to the platform. They also ran referral contests, where the user who invited the most friends in a given period would win a free trip or other prize.

Another way Airbnb improved its viral coefficient was by optimizing its sign-up flow. They used A/B testing to experiment with different versions of the sign-up flow, including the wording and design of the invite prompts. They also experimented with different placements of the invite prompts on the site, to see which locations were most effective.

Finally, Airbnb used data to identify users who were most likely to refer their friends, and targeted those users with personalized messages and incentives. For example, they identified users who had a large social media following, and offered them extra incentives to invite their friends to join Airbnb.

All of these tactics helped Airbnb improve its viral coefficient, and grow its user base at a rapid pace. By leveraging growth engineering techniques, they were able to create a self-sustaining growth engine that fueled their success.

Last Updated on February 23, 2023 by Joe