The Future of Social Media is “Anti-Social Media” Products - Part 2 with Emma Bates, Diem
Release Date: 01/25/2022
How Product Marketers Lead As Company Quarterbacks with Kimberly Biddings, BIO-key International
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Product marketing is at the intersection of many teams in a product company. The work of a product marketer supports the wider product team, sales, marketing, executive stakeholders, and most of all, buyers. It’s for this reason product marketers tend to play a quarterback role, says , VP of Product at . As Kim knows from experience, they’re responsible for not just knowing a product in and out—they have to translate its selling points for others to use. Join Kim and Tina to hear more about the opportunities product marketers can bring to your growing organization. Follow us on and to...
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Why Your Positioning Should ‘Pick a Fight and Take a Stand’ with Catherine Spence, Microblink
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One of the fundamental strategies product marketers must lead is positioning. It’s what determines how you’ll talk about your product, your company, and your brand as you scale. So why do so many people get it wrong? , VP of Global Marketing at , joins Leanna to share her best lessons on brand and product positioning, from leading marketing at an international company to her own startup, Pomello. If you’re looking to stay in your comfort zone, this isn’t the episode for you. Catherine shows us why we need to use our positioning to pick a fight and take a stand, especially in B2B...
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Product Marketing’s Essential Purpose with Martina Lauchengco, Author of LOVED
Better Product
In today’s world, building a great product isn’t enough. You have to master your go-to-market strategy by telling a story that will leave a lasting impression on your audience. Product marketing gets you there, according to long-time product marketer and partner . Martina is the author of the latest book from the esteemed Silicon Valley Product Group, . Alongside Tina and Leanna, she explores how her career start as a product manager equipped her with the product curiosity and technical competence needed to thrive when marketing digital products. She shows us today how to...
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Trailer: Unlock Product Marketing
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Product marketing is the foundation for better product. It should play a strategic role in your business from day one. It's a product discipline to master and respect—not just a list of jobs to be done. But product marketers continue to struggle with recognition. Because the discipline is still new, the way product leaders think about product marketing is continuously evolving. That’s why and are taking over the Better Product podcast for a special series on the power of product marketing. Alongside fellow industry experts, they’ll explore why digital products need product...
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The Power of Your Positioning
Better Product
How you position your product can help you connect with the people who most need it, unlocking rapid growth for your company. But first, you need a solid foundation. Today, Christian and Meghan discuss what product leaders get right vs. wrong when positioning their products. Led by Meghan’s insights in product marketing, we’ll also walk through a process any team can use to find a position that will give you a cutting edge while letting you stay true to who you are. Follow us on and to see the latest in Better Product, a show part of the Better Product Community powered by ....
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Elon Musk, Twitter, and Ego in Product
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For better and for worse, ego follows us all into our work lives. But leaders must pay special attention to what role ego plays in building a product. Sometimes, ego can be the charisma an early-stage founder needs to get attention for what they’re creating. Other times, ego is a roadblock that can lead to ignoring critical perspectives from users and the product team. Using Elon Musk’s Twitter purchase as a case study, today’s show explores what role ego plays in product, when to use it to your advantage, and when to empower others to take charge. Follow us on and to see...
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When It's Time For A Product Glow-Up
Better Product
Everything has to start somewhere. But in product and in life, the beginning tends to be awkward. We have room to grow, and glow, up. The real question isn’t about whether we’ll glow up, but when. Christian & Meghan walk us through their answers from working in UX, product marketing, and brand to help us all find the best moment to embrace the “product glow-up” while staying true to our vision. Follow us on and to see the latest in Better Product, a show part of the Better Product Community powered by . The community is the connection point for product leaders &...
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How Product Research Limits Uncertainty and Helps Us Face Our Fears
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Product research is a discipline that’s transformed in recent years. The days of waterfall testing are over. Today, research is happening at every stage of a product’s life cycle, and there are more tools than ever before to help. But how do product teams stay focused on what truly matters? How do we single out real insights from an outpouring of data? Christian & Meghan unpack their lessons learned about product research and examine how the field has evolved. They’ll also explain why research isn’t actually about finding answers; it’s about limiting uncertainty. ...
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Experience-Driven Products for Relationship Wellness with the Founders of Ours
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Today we’re talking about love—but not in the way you think. We’re looking at the intersection of product and a timeless human experience: falling in, and out, of love. Forget couples counseling as you know it. co-founders , , and are using their relationship wellness platform to reduce stigma and build “software for love.” In conversation with Christian & Meghan, the Ours founders will help you cherish the couple experience (and building great products) all over again. For more insights on how product is shaping modern health and wellness, revisit our series on...
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Messaging Mix-Ups and How to Avoid Them
Better Product
Messaging is the story we tell about our product. But how do we know if we’re telling the right story? To talk about your product, you need to learn from the audience you serve, while never losing sight of the bigger picture your market provides. Christian & Meghan will share their observations on product messaging best practices and red flags to avoid; plus, they’ll explain why the best messaging is often the simplest. They’ll also attempt to message their own lives, as inspired by quotes from comment section fights and the great Humphrey Bogart. Revisit with of for...
info_outlineThis episode is part 2 of our two-episode exploration of social media products. Visit part 1 to hear Christian & Meghan’s thoughts on how social media products are evolving, and to hear what we mean when we say “anti-social media.”
Follow us on LinkedIn and Twitter to see the latest in Better Product, a show part of the Better Product Community powered by Innovatemap. The community is the connection point for product leaders & practitioners to learn and share what it takes to design, build, market, and sell better products. Learn more at betterproduct.community.
Takeaways:
- There’s a difference between building a “social network” and a “social universe” that values learning and intentional knowledge-sharing.
- A person’s lived experience will influence how they build digital products—and it will impact how users interact with your product.
- Because most social media is about “hiding our shadows,” users don’t tend to have a balanced experience.
Things To Listen For:
[1:30] The story behind Diem and the motivation for building it
[2:00] Why Diem isn’t trying to create a “new social network”
[3:00] Why women and non-binary people need a dedicated social space
[4:00] How Diem sees opportunity in building products that are more empathetic
[6:00] Why considering lived experience matters when building products
[8:00] If you don’t have the same experience, you have to be open to others’
[9:30] Does technology “not allow empathy”?
[10:30] Challenges on social media can be tied to what the platforms value
[12:00] What happens when most social media is about “hiding our shadows”
[13:30] How Diem is changing incentives to create a different social experience
[14:00] Why Diem is tying its “social universe” to a higher purpose: passing power
[18:00] What Diem means when it describes itself as a “social universe”
[20:00] Building community is not the same as building technology
[23:00] Why the product world needs alternative answers
[26:30] How Diem is different from social media as we know it
[29:00] Exploring the long-term vision for Diem as it continues to evolve
[32:00] How Diem is creating a brand that is “exclusively inclusive”
[38:00] A reflection on how social media impacts children & teens
[43:00] How Diem is ultimately about gender & power