Product Marketing is special because you get to create solutions.
And then help people discover them.
Here are some of the solutions I've been lucky enough
to build and share with the world.
Strategy execution is different than it used to be. Professionals no longer live in a top-down 'command & control' world, where executives create the strategy and everyone else executes it. And yet, the strategy courses on the market were still teaching strategy as if it were as simple as sending a memo and seeing results. This left professionals searching for ways to effectively roll out strategy without relying on top-down directives.
Drawing from IDEO's rich Strategy expertise, IDEO U created a new course focused on Strategy execution in the modern workplace - one that reflects our learners' reality - where alignment, buy-in and cross-functional communication are the keys to successfully bringing a strategy to life. The course, Activating Strategy, was combined with Designing Strategy to offer a comprehensive certificate program that learners could be proud to share on their resumes & LinkedIn.
Over a thousand learners (and counting) signed up for and completed the Human-Centered Strategy program, driving return purchases from past learners who had previously completed Designing Strategy and bringing hundreds of new learners into IDEO U's ecosystem. The product drove over $1M in revenue and set the stage for IDEO's continued thought leadership in modern business strategy.
Metro+ Compact City Stroller
Ergobaby, a global baby gear manufacturer primarily known for Baby Carriers, wanted to establish themselves within the super-crowded Stroller market. Notoriously difficult to break into, the first step was to determine what needs weren't being met by the competitors currently on the market.
Diving in to build an understanding of the target audience - new parents, I ran surveys, observed parents in parks, cafes and metro stations, conducted interviews and focus groups and uncovered opportunity-- existing compact strollers weren't comfortable enough for baby to nap in on the go- meaning important naps were missed- and meltdowns inevitably followed!
We created THE most comfortable ultra-compact stroller - the Metro+. Centering on the customer need - naps on the go - we prioritized comfort in every decision throughout the development process and created a campaign that caught attention and propelled Ergobaby from $0 to $10m in stroller revenue in just 4 years.