It feels like every startup wants to create a new category. Category creation has become the holy grail — but it’s not the only way to win.Differentiating your company within an emerging category can be just as powerful.(And it’s not all on you to explain what your new category means.)In the final episode of Season 2, Jason Gatoff, VP of Product Marketing at Pendo, shares a ton of great advice, including:--- Why colleagues and key stakeholders should be part of your messaging journey--- ...
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It feels like every startup wants to create a new category. Category creation has become the holy grail — but it’s not the only way to win.Differentiating your company within an emerging category can be just as powerful.(And it’s not all on you to explain what your new category means.)In the final episode of Season 2, Jason Gatoff, VP of Product Marketing at Pendo, shares a ton of great advice, including:--- Why colleagues and key stakeholders should be part of your messaging journey--- ...
It’s one thing to get asked to position and message a small new feature. But what do you do when the CRO asks you to lead the charge on new positioning, messaging and competitive differentiation for the entire company? In your first few months on the job?First, you jump up and down with excitement. (Because this is a product marketer’s dream, right?) Second, you get out there and research (like you’ve never researched before) and bust your ass for weeks on end to get it right.In thi...
Adventures in Messaging
It feels like every startup wants to create a new category. Category creation has become the holy grail — but it’s not the only way to win.Differentiating your company within an emerging category can be just as powerful.(And it’s not all on you to explain what your new category means.)In the final episode of Season 2, Jason Gatoff, VP of Product Marketing at Pendo, shares a ton of great advice, including:--- Why colleagues and key stakeholders should be part of your messaging journey--- ...
