February 2

The Art of Saying No and How to Supercharge Your Marketing with JTBD

How to Market the Job-to-be-Done. At Industry last year, Chris Spiek of the Rewired Group gave a Masterclass talk on the Jobs-to-be-Done framework. Many people there were immediately struck with the realization of how important it is. Ourselves included, who have since used the framework to better position Industry 2016. Here, Matt Hodges from Intercom outlines how marketing teams can take advantage of the information that is learned.

The Art of Saying NO — The App Entrepreneur. Great products have one thing in common: A product leader that says “no” to most ideas. It is that focus — that relentless pursuit of mission — that achieves the impossible: products that touch millions of lives.

Why You Need to Create Buyer Personas (and How to Do It). It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell suggests it’s more than worth your while.

Paul McAvinchey

About the author

For over 15 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. Currently, he's a co-founder of Product Collective, a worldwide community of product people. Members collaborate on Slack, meet at INDUSTRY: The Product Conference, listen to Rocketship.fm, learn at Product Interviews and get a weekly brief that includes best practices in product management. In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.


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