☕ 2-min PMM Insights: Beyond Meat's Messaging, Twilio's Docs, Codecademy's A/B Tests, Disco's Pricing
July 2023, Part 1 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Elevate your documentation to sell better, build trust with a technical audience, and lead them to their 'aha moment' faster.
Twilio's quick start guides allow developers to ramp up their product familiarity without talking to customer-facing people. Atlassian calls out documentation as a feature to close deals. Similarly, Stripe's world-class documentation is a direct extension of its product quality.
[2] Focus more on the hypothesis than the impact of your A/B test when you're an early-stage company.
The growth team at Codecademy started with zero assumptions while initially setting up their A/B testing program, which led to the team wasting valuable time figuring out how best to measure the impact of a pricing page.
[3] Evolve your product, message, and channels to avoid stagnating in the product-market-fit (PMF) phase and achieve mainstream scale.
Growth usually hits a wall for companies after they saturate their early adopters. Tesla's evolution from Roadster to the Model S, Beyond Meat's messaging switch to taste from sustainability, and Airbnb's push beyond Craiglist for customer acquisition show strategies to blow past the PMF phase.
[4] Link your pricing to the customer outcomes you create while offering the flexibility for every customer to set their spending limits.
Disco enables independent brands to partner with each other to land new shoppers. They used to rely on a CPM basis to price their solution but saw more upside (5-10X) by letting customers pay only when they won shoppers at their set budgets.
📚 1 BOOK & TOP 3 INSIGHTS
[1] The design of new products boils down to one of these two strategies - (i) find what causes pain and try to eliminate it, or (ii) reinforce what we do with a new object so that it becomes second nature.
[2] The concept of universal design - "...by designing with people with disabilities in mind—designing so that they can have universal access—we can create better products for everyone else."
[3] As gadgets around us get smarter, the next generation of design will focus more on getting those gadgets to better model 'human-to-human relationships' instead of 'human-to-thing interactions.' "When technology gets laced into the fabric of everything, we demand that those technologies hew closer to our social mores and the expectations of polite society."
🧠 5 CURATED MARKETING THINK PIECES
[1] You Are Not an AI Product Manager: A Reality Check and Soul-Search in the AI Frontier
[2] Companies Build “Capabilities” Before They Build “Moats”
[3] Reflexivity in Qualitative Research: Why You’ll Never Be An Objective Observer
[4] The B2C2B osmosis fueling AI's Cambrian moment
[5] From Numbers to Nuggets: How Sacra Transforms Data Into Research Worth Reading