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Product Place Price Promotion
Solutions Access Value Education
Place Price Promotion Product
Harvard Business Review: Rethinking the 4P’s, Richard Ettenson, Eduardo Conrado, Jonathan Knowles
Solutions Access Value Education
Place Price Promotion Product
Create, Offer & Capture Value
PRODUCT MANAGER
PRODUCT MANAGER
PRODUCT MANAGER
PRODUCT MANAGER
256 # of Unique Titles discovered for people in Product Management & Marketing roles
Source: 2013 Survey by Pragmatic Marketing
Leave the Building 1
It’s the only way to truly learn
whether you’re creating
something users want and are
willing pay for.
Ship, then Test 2
Testing is about features. But to
learn about solution capabilities
users want you must ship.. often.
Decide with Data 3
Gut instincts are great but
there’s a lot of data available
now so use it.
Set Realistic Expectations 4
For yourself and your
stakeholders – aggressive goals
may seem impressive but only
until the deadline arrives.
Leverage Collective Wisdom 5
In other words, ask for help. It’s
a sign of maturity and self-
awareness, not weakness.
Access Informs Design 6
How, when, where your
customers access your solutions
should materially impact design.
Engage and Delight 7
Through content.
Through service.
Through simplicity.
Keep it Simple 8
Obvious but very hard to do.
Have an Alternative 9
Eliminate single points of failure.
In your product. In your strategy.
In your execution.
Never Stop Learning 10
About your customers.
About your products.
About your market.
About your competitors.
