A New Feature’s Commercial Plan: Steps 3 – 5

Knowing the customer and how they see the feature will shape my message.

(8m reading time)checkboxes

In this series I discuss feature launch announcements. In the first post I covered the feature-owner interview and introduced the Big Picture Framework (“the framework”). In the second post I stepped through the framework’s first, critical elements and how they guide the interview. In this post I talk about how to pull all-important value proposition out of the interview.

Continue reading “A New Feature’s Commercial Plan: Steps 3 – 5”

A New Feature’s Commercial Plan: Steps 1 and 2

Understanding the business goal helps me figure out the core value of the feature I need to highlight.

(7m reading time)

In the first post in this series I talked about the under-appreciated power of good feature launch announcements. I also put money on an interview with the upcoming feature’s owner as the best place to get information for those announcements. Finally, I touched upon the Big Picture Framework for constructing a go-to-market strategy. In this post we dive into how the Big Picture Framework drives a killer feature-owner interview.

Continue reading “A New Feature’s Commercial Plan: Steps 1 and 2”

6 Simple Steps to a New Feature’s Commercial Plan

A technique for writing a better feature launch announcement, which ensures I catch hidden value, even in mundane-looking features.

new-arrow_890_large(3m reading time)

When a company releases an update to its software that includes a new feature, it’s up to the product marketer to figure out whether, when, and how to tell the world about it. Every marketer has their own approach, and for some, experience boils this down to instinct. As I work to build my own instincts, I learn new techniques. Check out what I picked up recently.

Continue reading “6 Simple Steps to a New Feature’s Commercial Plan”