Aug22:No MABUSHI! Product Marketing with a Laser w/Tim C. Johnson

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Transcript from Aug 22/23, 2011: No MABUSHI! Product Marketing With A Laser Global Product Management Talk w/ Tim C. Johnson, Product Marketing Expert

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“This will be a fun experience for me. I've learned a lot from other Global Product Management Talks and expect this to be no different. And if I can help the Product Marketing Management community eliminate some MABUSHI along the way, so much the better,” shares Johnson.

Questions for Discussion:

Q1 What are the two must-ask questions in your PMM toolkit?

Q2 What techniques do you use to understand the value chain?

Q3 When is your sales team a customer/persona and when are they a partner?

Q4 What makes your sales tools REALLY effective and how do you measure that?

Q5 What self-checks do you use to eliminate MABUSHI?

Q6 What are your favorite examples of bad product marketing?

ProdMgmtTalk Link resources for today's talk http://pack.li/21 #prodmgmttalk -3:59 PM Aug 22nd, 2011

ProdMgmtTalk Both doctors are in the house today! Important for laser surgery on MABUSHI! #prodmgmttalk -4:00 PM Aug 22nd, 2011

ProdMgmtTalk Please welcome @johnsontc Tim C. Johnson, Product Marketing Expert for Discussion On Surgically Removing MABUSHI #prodmgmttalk -4:00 PM Aug 22nd, 2011

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ProdMgmtTalk Intro @johnson5c Product Marketing expert/ Author "It's About Value" product marketing blog ridding the world of MABUSHI #prodmgmttalk -4:01 PM Aug 22nd, 2011

ProdMgmtTalk @Johnsontc has 20+ years of sales and marketing experience in software ranging from end-user applications to development tools #prodmgmttalk -4:02 PM Aug 22nd, 2011

ProdMgmtTalk Discussion questions from each talk http://t.co/bMnKkao Today’s questions: http://t.co/NT5ooKa #prodmgmttalk -4:02 PM Aug 22nd, 2011

ProdMgmtTalk Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3 #prodmgmttalk -4:03 PM Aug 22nd, 2011

ProdMgmtTalk @johnsontc is explaining what "MABUSHI" is...#prodmgmttalk -4:03 PM Aug 22nd, 2011

ProdMgmtTalk When you're ready here is Q1: What are the two must-ask questions in your PMM toolkit? #prodmgmttalk -4:04 PM Aug 22nd, 2011

nickcoster Trying to get out of traffic and get onto the chat#prodmgmttalk -4:05 PM Aug 22nd, 2011

ProdMgmtTalk MABUSHI is an Israeli term (not nice one) for get to the point, don't waste time! #prodmgmttalk -4:05 PM Aug 22nd, 2011

Jim_Holland RT @ProdMgmtTalk: MABUSHI is an Israeli term (not nice one) for get to the point, don't waste time! #prodmgmttalk #prodmktg #prodmgmt

brainmates I am going to start using the term #mabushi from now! #prodmgmttalk -4:05 PM Aug 22nd, 2011

ProdMgmtTalk Welcome @nickcoster @jidoctor @bdoctor#prodmgmttalk -4:06 PM Aug 22nd, 2011







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Jim_Holland @ProdMgmtTalk - @Jim_Holland joining. We'll see how Twitter performs. Glad to be on.

saeedwkhan A1 -- Who and Why? :-) #prodmgmttalk -4:06 PM Aug 22nd, 2011

ProdMgmtTalk @jimholland If you're NOT showing up in twitter search, follow these instructions http://t.co/Cj7wIvx#prodmgmttalk -4:07 PM Aug 22nd, 2011

Jim_Holland @ProdMgmtTalk - Doesn't help. I have Twitter used as credentials for a dozen apps of so. I'm hosed #prodmgmttalk Jim_Holland RT @Jim_Holland I am doomed by the God's of #Twitter. Entice me w/your apps and 3rd party integration and then limit my stream #prodmgmttalk Jim_Holland No use contributing if twitters KILLING my tweets. I'll sit here and play mime. @ProdMgmtTalk #prodmgmttalk #EPICFAIL #TWITTER brainmates Acc to @johnsontc Agree. Its more who cares & why is it impt? RT @saeedwkhan: A1 -- Who and Why? :-)#prodmgmttalk -4:07 PM Aug 22nd, 2011 brainmates Acc to @johnsontc 'Who is being impacted and how?. How is it impacting them personally & how impacting the business?' #prodmgmttalk -4:08 PM Aug 22nd, 2011 Jim_Holland A1 - I like "Why and How" oriented questions for #prodmktg #prodmgmttalk MNOProductMan #prodmgmttalk A1 - Is this what they need or want? -4:09 PM Aug 22nd, 2011 ProdMgmtTalk Welcome @saeedwkhan A1 Tim says example is simply asking a person how they're compensated & how they're doing against metrics #prodmgmttalk -4:09 PM Aug 22nd, 2011 brainmates Acc to @johnsontc questions need to draw people out#prodmgmttalk -4:10 PM Aug 22nd, 2011








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Jim_Holland @brainmates Thanks. Ive been buried with lots of client work and finally came up for air. ProdMgmtTalk Welcome @MNOProductMan Tim says A1 - add on "and why not?" Questions need to draw people out #prodmgmttalk-4:10 PM Aug 22nd, 2011 brainmates @MNOProductMan Thanks for joining #prodmgmttalk -4:10 PM Aug 22nd, 2011 jidoctor seems the must-ask ?s are situation dependent, but standard would include who, what, why, why not #prodmgmttalk -4:11 PM Aug 22nd, 2011 brainmates Agree RT @jidoctor: seems the must-ask ?s are situation dependent, but standard would include who, what, why, why not #prodmgmttalk -4:11 PM Aug 22nd, 2011 cindyfsolomon Discussion questions from each talkhttp://t.co/gYJa4tT Today’s questions: http://t.co/qFlEGWw#prodmgmttalk -4:12 PM Aug 22nd, 2011 bdoctor A1 when presented with features - the question is so what to get at benefits #prodmgmttalk -4:12 PM Aug 22nd, 2011 cindyfsolomon Join me for a #prodmgmttalk TweetChat now w/ @johnsontc at: http://t.co/bPVZSXP Removing MABUSHI w/a laser #prodmgmttalk -4:12 PM Aug 22nd, 2011 brainmates RT @bdoctor: A1 when presented with features - the question is so what to get at benefits #prodmgmttalk -4:13 PM Aug 22nd, 2011 cindyfsolomon @Johnsontc says "if you don't understand whats broke or how its affecting them (cust or biz) then you'll have difficult talk" #prodmgmttalk -4:13 PM Aug 22nd, 2011 saeedwkhan @johnsontc re: A1: Can you clarify the question a bit? It's a very general question. #prodmgmttalk -4:13 PM Aug 22nd, 2011



















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Jim_Holland @saeedwkhan Must have read my "no showing up in Twitter" reply #prodmgmttalk brainmates Acc to @johnsontc - ask these questions when you r developing personas, doing sales calls, presentations#prodmgmttalk -4:14 PM Aug 22nd, 2011 jidoctor q1: need more context to better respond to this ?; all makes sense but motivation/compensation is not always relevant#prodmgmttalk -4:14 PM Aug 22nd, 2011 liz_blink RT @brainmates: I am going to start using the term#mabushi from now! #prodmgmttalk -4:14 PM Aug 22nd, 2011 brainmates More an approach to understanding value RT@saeedwkhan: re: A1: Can you clarify the question a bit? Its very general question #prodmgmttalk -4:15 PM Aug 22nd, 2011 cindyfsolomon Welcome @liz_blink! #prodmgmttalk -4:16 PM Aug 22nd, 2011 brainmates Acc to @johnsontc these questions drive the company to understand if they are doing a good job meeting their metrics#prodmgmttalk -4:16 PM Aug 22nd, 2011 cindyfsolomon "When you're trying to understand if you can help customer -if you understand their metrics - can better present your solution #prodmgmttalk -4:17 PM Aug 22nd, 2011 cindyfsolomon A1: @johnsontc says to talk into the pain point of the customer/biz #prodmgmttalk -4:17 PM Aug 22nd, 2011 cindyfsolomon This leads into Q2 - Q2 What techniques do you use to understand the value chain? #prodmgmttalk -4:18 PM Aug 22nd, 2011 liz_blink Hi! Keeping the tram ride interesting! "@cindyfsolomon: Welcome @liz_blink! #prodmgmttalk" -4:18 PM Aug 22nd, 2011














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clivelam A1: 2 helpful questions: "What do you want to do?" and "Why do you want to do it?" #prodmgmttalk -4:18 PM Aug 22nd, 2011 cindyfsolomon Welcome @clivelam #prodmgmttalk -4:19 PM Aug 22nd, 2011 rcauvin A1: Before pain point comes context - "what do you do each day", and "why are you doing it". #prodmgmt #prodmgmttalk-4:19 PM Aug 22nd, 2011 brainmates Grt response acc 2 @johnsontc RT @clivelam: A1: 2 helpful questions: "What do you want to do?" and "Why do you want to do it?" #prodmgmttalk -4:19 PM Aug 22nd, 2011 brainmates Great! RT @rcauvin: A1: Before pain point comes context - "what do you do each day", and "why are you doing it".#prodmgmt #prodmgmttalk -4:20 PM Aug 22nd, 2011 cindyfsolomon Also good quest, says Tim RT @rcauvin: A1: Before pain point comes context "what do you do each day" & "why are you doing it" #prodmgmttalk -4:20 PM Aug 22nd, 2011 saeedwkhan For Q1 I tend to go into psychotherapy mode -- .tell me about your problems. What are your goals? What keeps you up at night? #prodmgmttalk -4:20 PM Aug 22nd, 2011 brainmates Acc to @johnsontc "Why r u doing it?" question gets into measurement. #prodmgmttalk -4:21 PM Aug 22nd, 2011 cindyfsolomon Tim says also add "why are you doing it" and "who benefits from it" @johnsontc #prodmgmttalk -4:21 PM Aug 22nd, 2011 bdoctor RT @saeedwkhan: For Q1 I tend to go into psychotherapy mode - tell me abt ur probs. What r ur goals? What keeps u up at night? #prodmgmttalk -4:21 PM Aug 22nd, 2011






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cindyfsolomon RT @saeedwkhan: For Q1 I tend 2 psychotherapy mode-tell me about your problems; What are your goals? What keeps u up at night? #prodmgmttalk -4:21 PM Aug 22nd, 2011 saeedwkhan Q1 - objective is to get them talking so I can sit back and listen and direct the conversation. #prodmgmttalk -4:22 PM Aug 22nd, 2011 brainmates Q2 What techniques do you use to understand the value chain? #prodmgmttalk -4:23 PM Aug 22nd, 2011 clivelam +1 RT @saeedwkhan: Q1 - objective is to get them talking so I can sit back and listen and direct the conversation.#prodmgmttalk -4:23 PM Aug 22nd, 2011 cindyfsolomon Lost @johnsontc off skype for a moment - coming back on line #prodmgmttalk -4:24 PM Aug 22nd, 2011 nickcoster A1) who is it for, and what problem does it solve?#prodmgmttalk -4:24 PM Aug 22nd, 2011 rcauvin @saeedwkhan #prodmgmt interviews are indeed like therapy. Set context initially; not just, "Tell me about your problems." #prodmgmttalk -4:24 PM Aug 22nd, 2011 cindyfsolomon Tim says: We're going between Q1 & Q2 - overall idea of trying to get to heart of what matters, what is valuable to them #prodmgmttalk -4:25 PM Aug 22nd, 2011 brainmates Acc to @johnsontc Based on what they tell you, ask questions like who calls you when something goes wrong#prodmgmttalk -4:25 PM Aug 22nd, 2011 cindyfsolomon Tim says YES! RT @rcauvin: @saeedwkhan#prodmgmt interviews are indeed like therapy. Set context initially #prodmgmttalk -4:25 PM Aug 22nd, 2011 brainmates Acc to @johnsontc A2: Start with who calls u when something goes wrong - insight on how the rest of the biz is affected #prodmgmttalk -4:26 PM Aug 22nd, 2011










































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cindyfsolomon @johnsontc starts w/ who calls you when something goes wrong to determine the value chain & how rest of biz is being affected #prodmgmttalk -4:26 PM Aug 22nd, 2011 rcauvin More on #prodmgmt as therapy, and how it guides the questions we ask customers: http://t.co/hj1adn6 #prodmgmttalk -4:27 PM Aug 22nd, 2011 cindyfsolomon @johnsontc Outside of direct cust interaction - keep up on disaster stories that you read in IT press to ask if relevant #prodmgmttalk -4:27 PM Aug 22nd, 2011 MNOProductMan #prodmgmttalk A2 - 1. Empathy 2. SIPOC's analysis to work out where they are in the E2E value chain-pain origin is normally external to them -4:28 PM Aug 22nd, 2011 cindyfsolomon @johnsontc says "PM uses it for product development and PMM uses it for developing messages"#prodmgmttalk -4:29 PM Aug 22nd, 2011 rcauvin A1/A2: Explore how the prospect currently manages or works around relevant problems they face. #prodmgmt#prodmgmttalk -4:29 PM Aug 22nd, 2011 brainmates What is SIPOC? RT @MNOProductMan: SIPOCs analysis#prodmgmttalk -4:29 PM Aug 22nd, 2011 brainmates RT @rcauvin: A1/A2: Explore how the prospect currently manages or works around relevant problems they face.#prodmgmt #prodmgmttalk -4:30 PM Aug 22nd, 2011 brainmates @johnsontc disagrees RT @MNOProductMan: E2E value chain-pain origin normally impacts them #prodmgmttalk -4:31 PM Aug 22nd, 2011 ErikaLAndersen This looks like a great convo. Almost to real computer #prodmgmttalk -4:31 PM Aug 22nd, 2011 bdoctor Sry, I'm lost. Whats the connection between Mabushi and value chain? #prodmgmttalk -4:31 PM Aug 22nd, 2011











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cindyfsolomon Welcome @ErikaLAndersen #prodmgmttalk -4:32 PM Aug 22nd, 2011 brainmates Good question RT @bdoctor: Sry, Im lost. Whats the connection between Mabushi and value chain? #prodmgmttalk -4:32 PM Aug 22nd, 2011 cindyfsolomon Excellent quest! RT @bdoctor: Sry, Im lost. Whats the connection between Mabushi and value chain?#prodmgmttalk -4:32 PM Aug 22nd, 2011 brainmates Acc to @johnsontc @bdoctor When u understand the value chain you are not going to talk about the shiny red thingy#prodmgmttalk -4:32 PM Aug 22nd, 2011 cindyfsolomon @johnsontc to @bdoctor "the connection betw MABUSHI and value chain - when understand vc, won't waste time on Shiny Object #prodmgmttalk -4:32 PM Aug 22nd, 2011 MNOProductMan #prodmgmttalk SIPOC is a six sigma tool - engineering approach to pain & probs. SIPOC maps Suppliers, inputs, process, outputs, customers. -4:33 PM Aug 22nd, 2011 cindyfsolomon Q3 When is your sales team a customer/persona and when are they a partner? #prodmgmttalk -4:33 PM Aug 22nd, 2011 cindyfsolomon @johnsontc says these are sophisticated questions that must be solved #prodmgmttalk -4:34 PM Aug 22nd, 2011 cindyfsolomon From an IT perspective, IT is responsible for entire chain for info from suppliers - processes correct/ outputs to end cust #prodmgmttalk -4:34 PM Aug 22nd, 2011 bdoctor Umm is thingy a tech term or Aussie? RT @brainmates: Acc to @johnsontc u r not going 2 talk about the shiny red thingy#prodmgmttalk -4:34 PM Aug 22nd, 2011 jidoctor imho, your sales team is a cust in respect that they absorb info, not a persona and not a partner #prodmgmttalk -4:35 PM Aug 22nd, 2011










































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brainmates @MNOProductMan Thanks for definition. IT people are responsible for the infrastructure that keeps value chain running.#prodmgmttalk -4:35 PM Aug 22nd, 2011 jidoctor infrastructure to support value chain is not necessarily a partner #prodmgmttalk -4:35 PM Aug 22nd, 2011 brainmates I like! RT @jidoctor: imho, your sales team is a cust in respect that they absorb info, not a persona and not a partner#prodmgmttalk -4:35 PM Aug 22nd, 2011 cindyfsolomon @johnsontc says Definitely tech term! But everything is thingy to Aussies! RT @bdoctor: Umm is thingy a tech term or Aussie? #prodmgmttalk -4:36 PM Aug 22nd, 2011 jidoctor & they aren't a persona since they are neither a user nor a buyer #prodmgmttalk -4:36 PM Aug 22nd, 2011 saeedwkhan A3 -- Sales teams map to personae. In smaller companies they can be partners. Need to maintain product/channel fit. #prodmgmttalk -4:36 PM Aug 22nd, 2011 jidoctor remeber, you are talking about partner as sales defines partner #prodmgmttalk -4:36 PM Aug 22nd, 2011 cindyfsolomon @johnsontc to @jidoctor sales are a buyer - they have to agree that what you are saying is important & correct.#prodmgmttalk -4:37 PM Aug 22nd, 2011 Beta_Boy RT @brainmates: I like! RT @jidoctor: imho, your sales team is a cust in respect that they absorb info, not a persona and not a partner #prodmgmttalk -4:37 PM Aug 22nd, 2011 jidoctor they are not buying your solution, only a customer who "buys" the info to sell the solution #prodmgmttalk -4:37 PM Aug 22nd, 2011 cindyfsolomon @johnsontc says Meta point - sales is NOT an adversary #prodmgmttalk -4:38 PM Aug 22nd, 2011




























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brainmates @johnsontc agrees RT @saeedwkhan: Sales teams map to personae. Smaller companies they can be partners.#prodmgmttalk -4:38 PM Aug 22nd, 2011 clivelam A3: sales are more like an ear piece #prodmgmttalk -4:38 PM Aug 22nd, 2011 saeedwkhan @jidoctor but Sales teams have needs, wants, objectives, goals, influencers etc. Perfect for personae#prodmgmttalk -4:38 PM Aug 22nd, 2011 jidoctor if u r talking about launch material, then sales teams would b a persona; but if you are talking about urlaunch itself, no#prodmgmttalk -4:38 PM Aug 22nd, 2011 BreSwim RT @brainmates: I like! RT @jidoctor: imho, your sales team is a cust in respect that they absorb info, not a persona and not a partner #prodmgmttalk -4:38 PM Aug 22nd, 2011 liz_blink @jidoctor can your sales team be a blocker to your customer? #prodmgmttalk -4:38 PM Aug 22nd, 2011 jidoctor but, totally agree w/ can't ignore them, they are 2 imp#prodmgmttalk -4:39 PM Aug 22nd, 2011 cindyfsolomon @johnsontc Exactly! RT @jidoctor: are not buying your solution, only a customer who "buys" the info to sell the solution #prodmgmttalk -4:39 PM Aug 22nd, 2011 jidoctor yes @liz_blink, sales CAN, and oftend does, block access/info to customers #prodmgmttalk -4:39 PM Aug 22nd, 2011 brainmates Acc to @johnsontc No right answer. Sales is ultimately on your side. #prodmgmttalk -4:39 PM Aug 22nd, 2011 cindyfsolomon @jidoctor points out where sales are NOT a buyer - but ultimately they're on the same team - same logo on their biz card #prodmgmttalk -4:39 PM Aug 22nd, 2011

















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liz_blink RT @jidoctor: if u r talking about launch material, then sales teams would b a persona; but if you are talking about urlaunch itself, no #prodmgmttalk -4:39 PM Aug 22nd, 2011 cindyfsolomon Absolutely! RT @liz_blink: @jidoctor can your sales team be a blocker to your customer? #prodmgmttalk -4:40 PM Aug 22nd, 2011

brainmates This is when there is an adversarial relationship RT@jidoctor: yes sales CAN, and oftend does, block access/info to customers #prodmgmttalk -4:40 PM Aug 22nd, 2011

jidoctor (make them a higher level on the biz card & they respond even well!) #prodmgmttalk -4:40 PM Aug 22nd, 2011

liz_blink @jidoctor is that because we too often leave them out of the process? #prodmgmttalk -4:41 PM Aug 22nd, 2011

cindyfsolomon Moving ON! Q4 What makes your sales tools REALLY effective and how do you measure that?#prodmgmttalk -4:41 PM Aug 22nd, 2011

jidoctor adversial relationship is non-productive: avoid at all costs!#prodmgmttalk -4:41 PM Aug 22nd, 2011

brainmates Absolutely RT @jidoctor: adversial relationship is non-productive: avoid at all costs! #prodmgmttalk -4:41 PM Aug 22nd, 2011

jidoctor @liz_blink, imho, yes, but we do that because we don't know HOW to include them properly #prodmgmttalk -4:42 PM Aug 22nd, 2011

brainmates I always include to avoid pain RT @liz_blink: @jidoctoris that because we too often leave them out of the process?#prodmgmttalk -4:42 PM Aug 22nd, 2011

bdoctor RT @jidoctor: adversial relationship is non-productive: avoid at all costs! #prodmgmttalk -4:42 PM Aug 22nd, 2011

cindyfsolomon from @johnsontc A4: A measure of its bad is sales team calling MABUSHI on you! #prodmgmttalk -4:43 PM Aug 22nd, 2011













































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saeedwkhan A4 - Sales tool must be created w/ consumer in mind & map to their buying process. Must understand info supply chain#prodmgmttalk -4:43 PM Aug 22nd, 2011

liz_blink Agreed! "@jidoctor: adversial relationship is non-productive: avoid at all costs! #prodmgmttalk" -4:43 PM Aug 22nd, 2011

cindyfsolomon to @jidoctor A4 field test it before you role it out to everyone - so they had some input #prodmgmttalk -4:44 PM Aug 22nd, 2011

saeedwkhan A4 -- FYI...consumer in last tweet is consumer of the tools/info and not general economic consumer. :-) #prodmgmttalk -4:44 PM Aug 22nd, 2011

cindyfsolomon @johnsontc to @saeedwkhan Yes, and Also must use their language and their metrics #prodmgmttalk -4:44 PM Aug 22nd, 2011

brainmates Must use their language & metrics RT @saeedwkhan: Sales tool must be created w/ consumer in mind & map to their buying process #prodmgmttalk -4:44 PM Aug 22nd, 2011

jidoctor a4: agree w/ @saeedwkhan, sales tools must map to cust needs & language, not "sales" needs #prodmgmttalk -4:44 PM Aug 22nd, 2011

liz_blink God yes! "@cindyfsolomon: from @johnsontc A4: A measure of its bad is sales team calling MABUSHI on you!#prodmgmttalk" -4:44 PM Aug 22nd, 2011

liz_blink RT @saeedwkhan: A4 - Sales tool must be created w/ consumer in mind & map to their buying process. Must understand info supply chain #prodmgmttalk -4:44 PM Aug 22nd, 2011

cindyfsolomon @johnsontc says "must use their language & metrics applies to both internal & external consumer"#prodmgmttalk -4:45 PM Aug 22nd, 2011

jidoctor a4: but be careful re: sales calling MABUSHI, it may not be, but since it wasn't designed for them they think it is#prodmgmttalk -4:45 PM Aug 22nd, 2011










































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brainmates How? RT @cindyfsolomon: @johnsontc says "must use their language & metrics applies to both internal & external consumer" #prodmgmttalk -4:46 PM Aug 22nd, 2011

liz_blink A4 @jidoctor @saeedwkhan but sales needs and customer needs should not be that far apart! #prodmgmttalk -4:46 PM Aug 22nd, 2011

jidoctor examples exist when sales calls MABUSHI simply because they were left out of the process, or their suggestions were not used #prodmgmttalk -4:46 PM Aug 22nd, 2011

jidoctor @liz_blink sales needs & customer needs ARE designed to be different! #prodmgmttalk -4:46 PM Aug 22nd, 2011

brainmates Acc @johnsontc We need supporting docs to show how we can help sales make more sales. #prodmgmttalk -4:46 PM Aug 22nd, 2011

cindyfsolomon YES! RT @jidoctor: ex exist when sales calls MABUSHI because they're left out of process, or their suggestions were not used #prodmgmttalk -4:47 PM Aug 22nd, 2011

jidoctor @liz_blink customer needs to be shown sol'n, sales needs to understand what the customer needs - they are different#prodmgmttalk -4:47 PM Aug 22nd, 2011

brainmates But sales want more sales. If customer needs r met so r sales needs. @jidoctor @liz_blink #prodmgmttalk -4:48 PM Aug 22nd, 2011

liz_blink Too true RT @Brainmates sugg to not do that! @jidoctorsales calls MABUSHI simply because they were left out of the process #prodmgmttalk -4:49 PM Aug 22nd, 2011

ErikaLAndersen RT @jidoctor: examples exist when sales calls MABUSHI simply b/c were left out of process, or suggestions not used #prodmgmttalk -4:49 PM Aug 22nd, 2011

cindyfsolomon @johnsontc says "we're in violent agreement on this" #prodmgmttalk -4:49 PM Aug 22nd, 2011

MNOProductMan #prodmgmttalk A4 Sales attention span is short, sales are simple folk. Tools need to be simple & relevant to them. Sales need to trust tools -4:49 PM Aug 22nd, 2011

































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liz_blink Exactly! "@brainmates: But sales want more sales. If customer needs r met so r sales needs. @jidoctor @liz_blink#prodmgmttalk" -4:50 PM Aug 22nd, 2011

brainmates Acc to @johnsontc Sales needs to understand language that the customer uses. #prodmgmttalk -4:50 PM Aug 22nd, 2011

brainmates Tools need to work. RT @MNOProductMan Sales need to trust tools #prodmgmttalk -4:50 PM Aug 22nd, 2011

cindyfsolomon Moving on Q5 What self-checks do you use to eliminate MABUSHI? #prodmgmttalk -4:50 PM Aug 22nd, 2011

rcauvin @jidoctor Before customer can consider solution, must be helped to navigate change management issues:http://t.co/unVrEuT #prodmgmttalk -4:50 PM Aug 22nd, 2011

saeedwkhan Gotta sign off a bit early. Thanks for the discussion#prodmgmttalk -4:50 PM Aug 22nd, 2011

jidoctor sales needs to not only understand cust language, but SPEAK cust language #prodmgmttalk -4:51 PM Aug 22nd, 2011

bdoctor A5) best tool - Bull Fighter http://t.co/whLGpRl#prodmgmttalk -4:51 PM Aug 22nd, 2011

brainmates Thanks for joining! RT @saeedwkhan: Gotta sign off a bit early. Thanks for the discussion #prodmgmttalk -4:51 PM Aug 22nd, 2011

cindyfsolomon @johnsontc says A5 "I run it past my spouse - if she can't figure it out, then I know I've failed" #prodmgmttalk -4:51 PM Aug 22nd, 2011

brainmates WOW. That would be great RT @jidoctor: sales needs to not only understand cust language, but SPEAK cust language#prodmgmttalk -4:51 PM Aug 22nd, 2011





















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ErikaLAndersen Can this be taught? RT @jidoctor: sales needs to not only understand cust language, but SPEAK cust language#prodmgmttalk -4:52 PM Aug 22nd, 2011

cindyfsolomon Eliminate jargon! RT @bdoctor: A5) best tool - Bull Fighter http://t.co/csoxu2d #prodmgmttalk -4:52 PM Aug 22nd, 2011

brainmates Thanks. Like it! RT @bdoctor: A5) best tool - Bull Fighter http://t.co/oDssWKj #prodmgmttalk -4:52 PM Aug 22nd, 2011

brainmates That is what #prodmkgt is for RT @jidoctor: sales needs to not only understand cust language, but SPEAK cust language #prodmgmttalk -4:52 PM Aug 22nd, 2011

jidoctor @brainmates: THAT is the responsibility of #prodmktg; to help sales understand & speak the cust lang so WITH them, not AT them #prodmgmttalk -4:52 PM Aug 22nd, 2011

cindyfsolomon A5 @johnsontc says that David Meerman Scott also has a gobbly-gook analyzer! #prodmgmttalk -4:53 PM Aug 22nd, 2011

jidoctor australian or american technical term? #prodmgmttalk -4:53 PM Aug 22nd, 2011

brainmates RT @jidoctor THAT is the responsibility of #prodmktg; to help sales understand & speak the cust lang so WITH them, not AT them #prodmgmttalk -4:53 PM Aug 22nd, 2011

cindyfsolomon @johnsontc says Indeed! RT @jidoctor:@brainmates THAT is responsibility #prodmktg; to help sales understand & speak cust lang #prodmgmttalk -4:53 PM Aug 22nd, 2011

cindyfsolomon @johnsontc is defining "crickets" RT @jidoctor: australian or american technical term? #prodmgmttalk -4:54 PM Aug 22nd, 2011

rcauvin A5: Examine communication & whether it mentions "features" instead of problems & what the user accomplishes.#prodmgmttalk #prodmgmt -4:54 PM Aug 22nd, 2011

brainmates Another test of Mabushi - if you get crickets from your audience #prodmgmttalk -4:54 PM Aug 22nd, 2011











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liz_blink @cindyfsolomon @johnsontc maybe I don't understand Mabushi! #prodmgmttalk -4:54 PM Aug 22nd, 2011

brainmates Aussie terms = crickets, thingy #prodmgmttalk -4:55 PM Aug 22nd, 2011

bdoctor the @dmscott reference is http://t.co/ahydGD8 #prodmgmttalk -4:55 PM Aug 22nd, 2011

prodmgmttalk Thanks Barry! RT @bdoctor the @dmscott reference is http://t.co/ahydGD8 #prodmgmttalk -4:55 PM Aug 22nd, 2011

cindyfsolomon Another definition of MABUSHI - "hogwash" English term is "codswallop" or simply "rubbish" #prodmgmttalk-4:55 PM Aug 22nd, 2011

liz_blink Nice one @rcauvin: A5: Examine communication & whether it mentions "features" instead of problems & what the user accomplishes #prodmgmttalk -4:55 PM Aug 22nd, 2011

brainmates Agree RT @rcauvin: A5: Examine communication & whether it mentions "features" instead of problems & what the user accomplishes #prodmgmttalk -4:55 PM Aug 22nd, 2011

jidoctor @johnsontc, "hogwash" is not what you call it on your blog post that defines it. nor is rubbish the word you use#prodmgmttalk -4:56 PM Aug 22nd, 2011

brainmates "Bu..s..t" RT @liz_blink: @cindyfsolomon @johnsontcmaybe I dont understand Mabushi! #prodmgmttalk -4:56 PM Aug 22nd, 2011

cindyfsolomon MABUSHI is more politically correct than what comes out of your horse #prodmgmttalk -4:56 PM Aug 22nd, 2011

cindyfsolomon Last question! Q6 What are your favorite examples of bad product marketing? #prodmgmttalk -4:57 PM Aug 22nd, 2011

cindyfsolomon @johnsontc says the answer to A6 Too numerous to mention #prodmgmttalk -4:57 PM Aug 22nd, 2011













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liz_blink Or connection to ensuring you engage all! "@brainmates: "Bu..s..t" RT @liz_blink: maybe I don't understand Mabushi!#prodmgmttalk" -4:57 PM Aug 22nd, 2011

jidoctor A5: too many to share & most would get me in trouble!#prodmgmttalk -4:57 PM Aug 22nd, 2011

jidoctor but, none that I created ;-) #prodmgmttalk -4:58 PM Aug 22nd, 2011

brainmates A6: @johnsontc says - anything that says leading provider of... always smells of mabushi #prodmgmttalk -4:58 PM Aug 22nd, 2011

cindyfsolomon Yes - none of us! RT @jidoctor: but, none that I created ;-) #prodmgmttalk -4:58 PM Aug 22nd, 2011

liz_blink Your horse? :-) "@cindyfsolomon: MABUSHI is more politically correct than what comes out of your horse#prodmgmttalk" -4:58 PM Aug 22nd, 2011

liz_blink Lol. "@brainmates: A6: @johnsontc says - anything that says leading provider of... always smells of mabushi#prodmgmttalk" -4:59 PM Aug 22nd, 2011

brainmates A6: @johnsontc says ...words such quickly, easily, next generation - examples of mabushi #prodmkgt #prodmgmttalk -4:59 PM Aug 22nd, 2011

cindyfsolomon A6: My old school favorite's "state of the art", "user friendly" #prodmgmttalk -4:59 PM Aug 22nd, 2011

ErikaLAndersen Microsoft redesigns the iPod package. Oldie but goodie. http://t.co/jRU5wcF #prodmgmttalk -4:59 PM Aug 22nd, 2011

jidoctor Q6: bad if your doc uses: faster, easier, more productive or reliable, scalable, stronger performance...used 95% of time!#prodmgmttalk -5:00 PM Aug 22nd, 2011

liz_blink @cindyfsolomon @johnsontc i did think MABUSHI might have stood for MArketing BU**SH**! #prodmgmttalk -5:00 PM Aug 22nd, 2011





























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cindyfsolomon A6 "cutting edge" "world class" and these days "lean agile" "customer driven" "lower cost of ownership"#prodmgmttalk -5:00 PM Aug 22nd, 2011

jidoctor night all...#redsox game about to start (& y'all know my priorities!) #prodmgmttalk -5:01 PM Aug 22nd, 2011

cindyfsolomon @johnsontc says "Any properly implemented current tech will always perform better than old, "So What!"#prodmgmttalk -5:01 PM Aug 22nd, 2011

liz_blink RT @cindyfsolomon: A6 "cutting edge" "world class" and these days "lean agile" "customer driven" "lower cost of ownership"#prodmgmttalk -5:02 PM Aug 22nd, 2011

cindyfsolomon Get to the point! Thank you @johnsontc Tim Johnson for speaking today! Everyone's participation appreciated! #prodmgmttalk -5:02 PM Aug 22nd, 2011

jidoctor thanks @johnsontc, @brainmates & @cindyfsolomon for another great #prodmgmttalk -5:02 PM Aug 22nd, 2011

brainmates When you write Mabushi terms - Got to ask yourself 'so what?' Get to the point. What parts of the biz is improved by the stuff #prodmgmttalk -5:02 PM Aug 22nd, 2011

cindyfsolomon Unedited transcript available soon athttp://t.co/fGW9hGZ scroll to bottom & read up#prodmgmttalk -5:02 PM Aug 22nd, 2011

cindyfsolomon Please blog about your insights to today's talk to be reposted at http://t.co/e7zwOKe #prodmgmttalk -5:02 PM Aug 22nd, 2011

rcauvin @cindyfsolomon Ha! Funny when company touts their use of agile or lean methods. Irrelevant to customers.#prodmgmttalk #prodmgmt -5:02 PM Aug 22nd, 2011

bdoctor thanks @johnsontc, @brainmates & @cindyfsolomon for another great #prodmgmttalk -5:03 PM Aug 22nd, 2011

brainmates Speak next week! @jidoctor @johnsontc @brainmates @cindyfsolomon #prodmgmttalk -5:03 PM Aug 22nd, 2011









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cindyfsolomon Like us on facebook http://t.co/eOjihSi #prodmgmttalk -5:03 PM Aug 22nd, 2011

JohnsonTC Thanks to everyone, too. Great fun. RT @bdoctor: thanks @johnsontc, @brainmates & @cindyfsolomon for another great #prodmgmttalk -5:03 PM Aug 22nd, 2011

ErikaLAndersen Why attend PCamp? http://t.co/dGiyUyS #pcamputah #pcamp #prodmgmttalk -5:03 PM Aug 22nd, 2011

cindyfsolomon Follow us on LinkedIn http://t.co/goEtQb7 Join LinkedIn group http://t.co/SWJmBbo #prodmgmttalk -5:03 PM Aug 22nd, 2011

jidoctor RT @ErikaLAndersen: Why attend PCamp? http://t.co/KjVIlmc #pcamputah #pcamp #prodmgmttalk [join me there!] -5:04 PM Aug 22nd, 2011

cindyfsolomon Please join us again @JohnsonTc to slice deeper - he says he could go into techniques next time #prodmgmttalk -5:04 PM Aug 22nd, 2011

schmediad Add tailored to your needs RT @brainmates:@johnsontc says anything that says leading provider of. always smells of mabushi #prodmgmttalk" -5:04 PM Aug 22nd, 2011

brainmates RT @JohnsonTC: Thanks to everyone. Great fun RT@bdoctor: thanks @johnsontc, @brainmates & @cindyfsolomon for another great #prodmgmttalk -5:04 PM Aug 22nd, 2011

cindyfsolomon Global Product Management Talk Speaker Schedule http://t.co/lwSxl3B Subscribe newsletter (coming soon!) http://t.co/qiyREZc #prodmgmttalk -5:04 PM Aug 22nd, 2011

rcauvin Really appreciate @cindyfsolomon & @brainmates for bridging the gap between product managers around the world.#prodmgmttalk #prodmgmt -5:04 PM Aug 22nd, 2011

cindyfsolomon Welcome @schmediad and everyone join us next week for @AprilDunford (I hope!) #prodmgmttalk -5:05 PM Aug 22nd, 2011







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21

brainmates @schmediad Yes. 'Tailored' has to be a Mabushi word #prodmgmttalk -5:05 PM Aug 22nd, 2011

rcauvin Thanks to @JohnsonTC for this week's #prodmgmttalk. #prodmgmt -5:05 PM Aug 22nd, 2011

liz_blink Ta Light bulb moment! "@brainmates Mabushi got to ask yourself 'so what?' Get to the point. What parts of biz is improved #prodmgmttalk" -5:05 PM Aug 22nd, 2011

cindyfsolomon Thank you! RT @rcauvin: Really appreciate@cindyfsolomon & @brainmates for bridging gap between product managers around world #prodmgmttalk -5:05 PM Aug 22nd, 2011

brainmates Shucks! RT @rcauvin: Really appreciate@cindyfsolomon & @brainmates for bridging gap betwn product managers around the world. #prodmgmttalk -5:06 PM Aug 22nd,

ErikaLAndersen Yes! RT @rcauvin: Really appreciate@cindyfsolomon & @brainmates bridging gap btwn prodmgrs around world. #prodmgmt #prodmgmttalk -5:06 PM Aug 22nd, 2011

liz_blink Thanks all. Great session for my first time! @bdoctor @johnsontc, @brainmates & @cindyfsolomon for #prodmgmttalk" -5:07 PM Aug 22nd, 2011

VFigatelix RT @brainmates: Shucks! RT @rcauvin: Really appreciate @cindyfsolomon & @brainmates for bridging gap betwn product managers around the world. #prodmgmttalk -5:08 PM Aug 22nd, 2011

ErikaLAndersen You'll get addicted. RT @liz_blink: Thanks all. Great session for my first time! #prodmgmttalk -5:09 PM Aug 22nd, 2011

brainmates @liz_blink Come back again if you have time.#prodmgmttalk -5:10 PM Aug 22nd, 2011

cindyfsolomon Unedited transcript available now! athttp://t.co/fGW9hGZ scroll to bottom & read up#prodmgmttalk -5:11 PM Aug 22nd, 2011






































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cindyfsolomon Tweeting Best Practices - http://t.co/eYaA5jZ#prodmgmttalk -5:11 PM Aug 22nd, 2011

cindyfsolomon Have a product management related announcement, event, resource? Please direct message@cindyfsolomon & tweet #prodmgmttalk -5:11 PM Aug 22nd, 2011

cindyfsolomon Want to reach target audience of Product Management people? Sponsor Global Product Management Talk! http://t.co/C6v6FaS #prodmgmttalk -5:12 PM Aug 22nd, 2011

cindyfsolomon See a list of all the twitter chats: 478 and growing! Twitter Chat Schedule http://t.co/e3lkBMV#prodmgmttalk -5:12 PM Aug 22nd, 2011

brainmates Too funny.. Going to check out the brainmates website to see if we use any Mabushi words! #prodmgmttalk -5:15 PM Aug 22nd, 2011

cindyfsolomon Today's metrics: 247 tweets generated 275,302 impressions, reaching an audience of 15,769 followers#prodmgmttalk -5:16 PM Aug 22nd, 2011

cindyfsolomon @Jim_Holland I'm adding your tweets into the transcript #prodmgmttalk Have to figure out how to get you to show up during talks! -5:31 PM Aug 22nd, 2011

lmckeogh RT @rcauvin: Thanks to @JohnsonTC for this week's#prodmgmttalk. #prodmgmt -6:21 PM Aug 22nd, 2011







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Aug22:No MABUSHI! Product Marketing with a Laser w/Tim C. Johnson

Business

Transcript of Aug22:No MABUSHI! Product Marketing with a Laser w/Tim C. Johnson