Does it mean that you are focused on delivering the products to your market? Are you focused on developing products that your market seeks? There is a difference between these statements – read carefully. Or, are you so tuned in to your market, that you understand them better than you know yourself at times?

When we think of market-focus, as a term, what elements come to mind? How do you measure a company to determine its market-focus? How does this measurement translate to verifiable – and profitable – results?

I think that there are some core elements that must be inherent in any market-focused company. These are:

• Vision – a shared understanding of your company’s strategy, roadmap, innovation ability & desire, communication – internal & external; and, most importantly, the ability to execute.
• Development – does the rightdev process work in your organization? Do you have a roadmap that sets a direction? Do you meet scope – and at what intervals? Can you deliver promises on time? Do you have a real and formal change management process? What is the development team’s collaboration model?
• Marketing – Start easy, do you have a strategy? Have you refined it recently? Are you visible in the marketplace? Does your marketing efforts enable or stall sales? What is your lead generation process? It is iterative? Do you have formal product launches, with repeatable elements that are evaluated and measured? What was the success of your last product marketing/launch efforts?
• Operations – How sound are your business processes? Are your financial systems predictive or responsive? What about the effectiveness of your IT organization and systems? How do you on-board a new client? How does your client satisfaction affect your operations? How do you measure client satisfaction to start? Who measures it?
• Support – Do you have a real client resolution process? Do you listen to your client’s problems, or solve issues? Can you track and measure the reported issues? Do you have a process to resolve them? Is your support organization enabled with tools and automation? Are they effective? Do you train your support teams in product resolution? Do you train them in client relations? Do they communicate effectively with your clients? Are you sure?

What I’m asking is, what are the right elements when you look at a market-focused organization? How do we, as product management/product marketing know we are succeeding? Should this matter?

Looking in from the outside, if we believe in product management that the market is at the core of our world – products, marketing, sales and support – shouldn’t we build an organization that starts with the market in the center of our business model as well?

What, you might wonder, is all the recent fuss about listening? Is it simple parental frustration with their children who have now been home from school for several months and are anxiously awaiting the return of classes only days or weeks away (and have even begun in some parts of our country)?

With the myriad of challenges we are asked to face and conquer each day, it is very difficult for product managers and product marketers to slow down or even stop and listen to the market. How can we effectively identify and solve market problems unless we are certain that we have correctly recognized the symptoms and “diagnosed” the market problem that is crying out for a solution, a solution our company can build so we can be called the best thing since sliced bread. (You do remember what bread is ? It’s the stuff that holds your kids’ sandwiches together when you pack their lunches so they can go back to school soon.)

When you are talking with your audience – whether you want to find a job, sell a product, attract interest, or anything – is actually irrelevant. Try thinking about, not what you want … but by carefully listening to the market, what problems need to be solved … who needs a superstar product manager, who needs a roadmap developed, who needs help to launch a great, new product? Try engaging your audience in a conversation – - with you doing most of the listening.

If your communication is all about what you or your product can do, then you are no more than an advertisement that can be turned off by switching the channel. Try re-framing the discussion/campaign/pitch to one that focuses on engaging in a two-way dialog. Talk WITH your audience. You will then be in a position to develop the relationship, which will lead to the desired results.

Same message…different day. But, looking in from the outside, one that merits consistent reinforcement.

The doughnuts and cupcakes weren’t the only reason why you get an elated feeling during a Product Camp. But, what do you do the Monday after? This is the same question you ask yourself the days following a great training class. “How do you take what you learned and make it real in your everyday life?” Just a few thoughts on how to keep the momentum and enthusiasm moving …

First, don’t attack everyone you just met the other day in the next day or so. Of course you want to contact them, thank them, etc. but, all those people have other lives as well. You don’t want to be inundated right away, why do you think they do? Rather than go on the attack – organize a list of follow-up activities. This list could include, among other items:

• Who do you want to follow on twitter?
• Who do you want to connect with on LinkedIn?
• Who do you want to follow-up with personally, requesting information or a coffee/lunch?
• Who did you commit to do something for/with?
• Did you want to write a new blog about the event?

Then, allocate the time over the next few weeks, to take a chunk of the actions every day. First, breaking it into smaller bits will make it more manageable, and second, you won’t either become obsessed or over-eager in the eyes of the others.

More importantly, by spreading the actions out for several weeks, you keep the feeling and energy you got from the PCamp as part of you for a longer time. Yes, your daily life will drain it away, but by staying inspired a little more than one day, you increase your chances of making one change in your product life. And, one change can make a huge difference. It continues your development.

Oh..and one more thing. A big thing actually. The organizing committee from every product camp actually continues to meet after the event. The feedback that is shared both on the surveys distributed and the emails received is reviewed…carefully. Please put provide feedback at the top of your action list. Your voice will matter.

Looking in from the outside, it’s up to each of us product professionals to take responsibility for our own training and development. The learning and networking obtained at a product camp are like any other relationship – nurture it along, or be prepared to let it die.

A foundational principle of any Product Camp is the concept of “voting with your feet.” This means that attendees are encouraged to leave any presentation and go join another. Yes, even after the session has started. At my first Product Camp I even did that twice in one hour. I was interested in learning more about three sessions that were scheduled concurrently. So every 20 minutes, I got up and walked. The great thing was, it wasn’t just me. But as a presenter, if you’re not aware of some of the nuisances of the audience, including the 2-feet vote rule, you may not be prepared and it can throw you.

In the easy to follow format, here are my unsolicited guidelines:

1. Getting Ready

a. First, dive into the spirit and propose a session. Then take on the act of self-promotion. The Product Camp team is composed of volunteers. Typically most have a day job too, like you. They have given their time because they believe in and have the passion around the concept. But, they are doing it all – from sponsor solicitation to ordering food and drink to printing name tags. Help them out by taking some ownership around your own presentation.

b. Seriously look at your proposed presentation. Your audience is product management and marketing professionals. Yes, you will have some other people in there; but, product camp is not designed for them. Make sure your presentation is relevant to the world in which these product professionals work – and have passion around – every day.

c. Rehearse. I don’t mean do a dry run through the night before. I mean REHEARSE. Everyone in product management and marketing gives presentations as part of their job. In this area, you could be the novice. Seriously practice in front of co-workers, family or even a mirror. Pay attention to the feedback. For help, I recommend going online and Google or Bing the phrase “What Makes Steve Jobs a Good Presenter” Great resources.

d. Look at the Product Camp session in advance. Some are one hour time blocks while some are 45 or 50 minutes. Know it as you prepare! And, DO NOT go long. Coming in with time to spare is always better.

2. On Product Camp Day

a. BRING YOUR OWN LAPTOP. HAVE A COPY OF THE PRESENTATION ON A FLASH DRIVE IN YOUR PRODUCT. The Product Camp team will not provide technology for you to use, borrow or share. You are responsible for this – including a power cord! And, we all know what happens when a file fails. Have a backup in your pocket. This is your reputation.

b. If your session is not voted onto the schedule by the attendees, do not get discouraged and leave the Product Camp. Take the time to ask others why so you can improve the offering for next time. And, still do the follow-up steps before.

c. Handouts are good. A link to an online resource is better. Remembering to post your presentation on a site like Slideshare for everyone is best.

d. People will come and go during your presentation. Don’t let it distract you. This is what product camp is all about.

3. Follow-up

a. Post your site online. Ask the Product Camp team to link back to the site from their site.

b. Promote your presentation after the camp too. Use Twitter, Facebook and LinkedIn, as well as your own network. The concept of Product Camp is to share learnings. Promote yourself and your experience.

4. Repeat

Yes. I did say that. Take your presentation, with the adjustments you’ve made from the feedback, on the road. I can almost promise you that there is another Product Camp happening next month where you can propose and deliver the session again – to the same but different audience. This is another tool in how you can build a positive product professional reputation.

This is not a comprehensive list of everything you should do as a presenter. Looking in from the outside, as a veteran of a handful of camps, these are lessons that I learned or have been shared with me.

The bottom line is Product Camp is fun. Enjoy it. Come prepared to learn as much as you share. We’re all in this together.

After those first few moments, once you break the ice the first time, the rest of the day’s momentum will carry you forward. Expect to hear from smart people. These are your peers. By presenting, it doesn’t mean they are smarter or better than you. It simply means they have a story or some learnings to share. Listen carefully. And, here’s the great thing about pcamps, if you aren’t getting enough out of the session, simply go “vote with your feet” and leave. Presenters know this will happen and I promise you they will not be insulted.

The rest of the day will go smoothly and you will quickly make connections and no longer feel alone. But, to help you here are a few logistic notes to remember:

• Bring more business cards than you think you will need! (And, when you get home/office – don’t let them sit in a pile. Put them in your contact manager file. And, keep the connections living. Send a follow-up email, set up a coffee or lunch. These are almost always local people and easily accessible.)

• Pack a water bottle! While most events will serve coffee in the morning and have soda/water/juice at lunch, the drinks go fast. Having your own water bottle will be something you thank me for later.

• Bring a notepad, notebook, cards, etc. Yes, the electronic ball and chain you carry is great, but you will appreciate having some good old fashioned office instruments with you. And, don’t forget an extra pen or four – inevitably someone will “borrow” one and it will be lost forever (or until you schedule that coffee.)

• Don’t leave early if at all possible! The closing can be fun! It’s a chance to connect with someone you might have just missed all day, a chance to gain a last nugget of knowledge, a chance to join in one last joke.

Looking in from the outside, the only key to getting the most out of your first experience is to engage. Don’t sit on the sidelines – you are as much a participant as the lead organizer. Jump in with both feet – the water’s fine!

The good news is that this means the start of product camp season! The start of the season means a few more blogs from yours truly on why you need to attend one of these sessions. Some info will be dusted off from past musings, some will be new. All of it should be read.

Let’s start with the basics (in case you have been under a rock the past three years and haven’t yet learned about these events.) Product Camp, or PCamp as the “kewl” kids call them, is an event that is an unevent. A local organizing committee raises money through sponsorships. The same group solicits a location (begging for a free venue) and then publicizes a date to people they know. There is no fee. Yes, that means it is free to attend. Zip, zilch, nada, nothing. That works in even my tight personal budget.

Your role?

1. Register (instructions are usually VERY easy to follow.)
2. Then, tell two or ten friends. You work with product, you DO know people.
3. After that, you are asked to volunteer at some level. The best way to volunteer is to offer to do a presentation on something you’ve learned, done well, or want to learn better. But, if you are testing the waters for the first time, you may want to simply offer to volunteer. Every pcamp needs volunteers to help with registration, setup, cleanup and other logistics. Remember, the day is free so no one is paying for services.
4. Finally, once you volunteer – attend.  The event only will work if people attend when they say they will. Yes, it is on a Saturday. But, it is free. (And, some bosses will actually give you a comp day since they recognize the value of the day.

Stated simply – if you are in product management or product marketing or if you work around a product that is sold to someone or some business – YOU are the right person to attend product camp. The sessions that your peers offer are great learning.  (More on session options in a future post.) And, the networking is amazing.

Imagine a whole group of people who actually understand what you do and why you are so passionate about it. That is what Product Camp is about.

Review Stewart Roger‘s event list for a pcamp near you. (If there isn’t one within driving, travel to a destination of your choice. The travel costs are probably within your budget and the networking is more fun!)

Looking in from the outside, this is a no-brainer to attend if you are a product professional. So, I ask again, why aren’t you going to one?

(If you want to look for me…I will be starting the camping season at the Atlanta Product Camp on Sat. 8/21 – find me!@)

Remember the book by Jack Trout “Differentiate or Die”? It’s a business classic that many people, including me recommend often. So, stop and pause – did you read the book and put it on the shelf; or, did you actually change?

Trout talks about a USP, unique selling proposition. The proposition must be specific, state benefits, one the competition cannot make, and strong. All fine…in theory. In the 2010 technology world, I think it’s time to take differentiation to a new level.

I had the privilege of listening to small business advocate Jim Blasingame recently. (Funny side note – I actually first met Jim 14 years ago in a former role…wow, we really do make circles in our careers.) His message takes Trout’s wisdom to a new level, and makes it very simple:  the only way a small business, really any business, can differentiate itself today is on customer service. There will always be someone else who can beat you on price. There will always be a competitor who offers more features. There will always be a business that can out-market or advertise you. BUT, if you are the business who shows appreciation to your customers, no one can take that away.

I think that Blasingame’s message is true. The customer experience is the main way that businesses can set themselves apart. This works whether you support a product or a service. The challenge comes in how we, as product professionals can be a factor in creating this element.

Looking in from the outside, making a difference is where we have to step up and not only be product leaders, but assume a role as business leaders. Step up and take it on. If your organization does not embrace a customer appreciation attitude, it won’t matter how on-target the developed features are or are well your marketing material speaks to the value. Without the right opening and closing experience with your company, the product will fail. Take on the leadership role to make sure that the customer experiences path is as smooth as it can be. It does impact your product, from the messaging to the results.  (Need I remind you that it costs at least 3x more to get a new customer than to keep the one you have?)

And, I want to close with a simple thank you for taking the time to read this blog. You have a choice; your time is valuable; and, I do appreciate your support.

It’s a simple answer. Even with all the stress, this job is fun. Yep, fun. No where else in the company are your analytical skills valued as much as your creative skills. No where else can you be talking with a sales associate and the President in the same hour. No where else is brainstorming and idea sharing built into the role. Product professionals get to take their days in all kinds of directions.

Looking in from the outside – it’s easy for us in the role today, to forget the lighthearted moments of our jobs. I’m thinking of the movie, “The Rookie,” where there is a line in it that the main character says as he is playing yet another game in the minor leagues (paraphrasing here, not quoting) “you know what we get to do today? We get to play baseball.” Don’t forget that while this is hard, we get to have fun. Cool.

I work in product marketing. In this role I am suppose to be the “expert” on the market – those that have not purchased my product (yet), as well as an “expert” on the customer – those who have already realized why my product solves their problem.

I have been doing this for years (no, don’t worry this is not a rehash of my resume,) and I do know that I need to talk to both customers and market representatives. I know that neither of these groups exist within my office; and, I do, in fact, leave the office regularly to talk with them.

But, sometimes I forget that there are other venues. You don’t have to “target” markets, or arrange interviews. If you sell software, stalking with someone who could be a good market rep can be as simple as hanging around a software aisle at Best Buy, Staples or Office Max on an afternoon. Even better? Try asking a store/floor sales rep a question. That is actually kind of fun. If you are in a different industry, find an adjacent product, or connected service, and just strike up a conversation with someone who appears in that place.
Looking in from the outside, sometimes we over complicate our processes too much in the name of trying to “do the right thing.” It really doesn’t have to be as hard as we make it. I’m guilty.

In product marketing, the one thing we are known for is a product launch. It is the bread and butter of the tasks that fill our days. Some companies revise their launch process every cycle, and there is never an understanding or what does work and what doesn’t with other teams. Some companies never revise their process, going into a routine that is repeated so it does not yield improved results.

Then there is a small group in the middle of the two wheels. These are the third and fourth cogs of the product marketing machine. The first is the company that revises what the launch cycle, but only based on the beliefs of those who performed the launch. These teams “think” they know what the others feel, and “represent” them at review meetings. Sometimes there is some feedback gathered; but, often, it is only from a few people who were already in the process. The result of the review? Minor changes, but nothing that truly has an impact on the launch cycle or process; or, more importantly, anything that truly will impact the end result next time.

The fourth, smallest cog, in this game, is the hardest to find. In a machine, it is often located at the back of the others, and is so small it is overlooked. Yet, when it is found and maintained, this is the cog that yields the greatest efficiency and optimization for the whole mechanical ball. Why? This is the launch process that does a review at the end and includes everyone in the review. Sales people, not just managers are included; and, service reps, not just the call center managers. It’s not so much about who you invite, but that you invite all levels of the organization that was involved or impacted by the last launch cycle.

Looking in from the outside in, you can’t improve the process if you don’t ask everyone’s opinions and ideas. It took a collaborative process to build the product; it took a collaborative process to launch the product; it needs to take a collaborative effort to review the process for improvement.