In this episode, I talk with Anna Borbotko, product marketer turned enablement leader at TomTom. Anna’s career is anything but linear — from dreaming of becoming a journalist, to procurement, to product marketing, and now enablement. Along the way, she has built a strong presence on LinkedIn and launched her own newsletter, Product Marketing Pulse.
We dive into the future of work, the skills that really matter, and why creating your own intellectual property will define careers in the years ahead.
What we talked about:
One of my favorite quotes from Anna:
📌 Connect with Anna:
If you’re interested in product marketing, enablement, or simply how to future-proof your career in the age of AI, this is an episode you don’t want to miss.
In this episode of MyWay, I sit down with Jane Portman — co-founder of Userlist, host of two long-running podcasts (UI Breakfast and Better Done Than Perfect), and a veteran UI/UX designer turned SaaS founder. Jane shares her journey from running a solo design consultancy to building a SaaS product in one of the most competitive markets: email marketing automation for SaaS companies.
We dive into the evolution of design’s role in SaaS, why user onboarding should be every founder’s top priority, the truth about “behavior-based” email marketing, and the biggest mistakes companies make when moving from simple newsletters to advanced automation. Jane also reveals her Atomic Emails framework, a practical system to overcome creative block and design email sequences that actually convert.
And because she’s been podcasting for over a decade, we also talk about what it takes to keep a show running consistently for 10+ years, what she’s learned from hundreds of guests, and why podcasting is her favorite long-term marketing asset.
Episode Highlights:
Quote of the Episode
“Email is just a channel — not a silver bullet. But it’s basic business hygiene to be messaging your users. It shows you care.” — Jane PortmanKey Learnings
Michal Lasman – Leading with Empathy, Coaching & Communication
In this episode, I sat down with Michal Lasman, a product marketing leader turned executive coach, to talk about the human side of leadership—and why soft skills might be your strongest asset in today’s workplace.
Michal’s background spans B2B marketing, tech startups, and team building, but what stood out most is how much he values listening, clarity, and care.
We talked about how marketing roles evolve, why communication is often the root of most problems, and how coaching (done right) can unlock real performance and fulfillment for individuals and entire teams.
If you’re a product marketer, people manager, or just someone who wants to lead with more intention, this episode will speak to you.
Key Takeaways
✅ Soft skills aren’t “nice to have” anymore—they’re business-critical.
✅ Clarity is a gift you give your team. Don’t underestimate how powerful aligned language can be.
✅ Most performance issues aren’t skill gaps—they’re communication gaps.
✅ Leadership isn’t a title—it’s how you show up for others.
✅ Coaching isn’t about giving advice. It’s about creating space for people to discover their own answers.
✅ Building trust as a leader starts with how you listen, not just what you say.
✅ You don’t have to “perform” leadership. The best managers are grounded, self-aware, and honest.
💬 Quote from Michal
“We often think we have to show up as some kind of ideal leader. But most people just want someone real—someone who listens, someone who cares, someone who communicates clearly.”⏱️ Episode Chapters
00:00 – Intro & Michal’s background
03:10 – Why Michal shifted from product marketing to coaching
06:30 – What most managers get wrong about communication
10:00 – How language alignment impacts execution
14:40 – Coaching vs managing: what’s the difference?
18:10 – Giving feedback that builds trust (not fear)
22:30 – Building leadership skills through self-awareness
27:00 – Michal’s approach to listening in high-pressure roles
32:20 – Lessons from coaching startup teams
36:10 – Leadership as a practice, not a personality
40:30 – How Michal works with clients and what he's seeing in the market
44:00 – Advice for PMMs and team leads who want to grow into stronger leaders
48:00 – Book recs, resources, and next steps
51:00 – Where to connect with Michal
🔗 Connect with Michal: https://www.linkedin.com/in/michallasman/ - https://www.michallasman.com/
📩 Subscribe to the newsletter: https://ai4pmms.com/subscribe
🔗 Follow me on LinkedIn: https://www.linkedin.com/in/ivanburic/
In this episode, I sat down with Barney O’Kelly, Head of Solutions & Product Marketing at Alex Partners, to talk about the career strategy behind one of his favorite mantras:
“Be seen, make friends.”
Barney believes personal branding isn’t about going viral or building a huge audience. It’s about being intentional with how you show up—inside your company, on LinkedIn, and in your network.
We talked about what visibility really means, how to shape your professional identity, and why your brand is already saying something—even if you haven’t touched your profile in years.
Key Takeaways
✅ Your job title is not your story. Who you are and how you do your work matters more than what your role is.
✅ “Be seen, make friends” is a mindset shift—visibility + relationships are the foundation of career growth.
✅ You don’t need to be loud or post daily to build a personal brand. Start with a clear profile, strong photo, and a story worth reading.
✅ Personal brand isn’t just external—it helps your colleagues understand who you are, what you care about, and where you want to go.
✅ LinkedIn is your digital first impression. Use it intentionally—even if you’re not looking for a job.
✅ The best way to grow your network isn’t to promote yourself, but to connect others and create value.
Quote from Barney
“Your job title is the least interesting thing about you. What you do, how you do it, and why—that’s where your story lives.”
Episode Chapters
00:00 – Intro & Barney’s current role
02:00 – “Be Seen, Make Friends”: where it comes from
05:00 – Why personal brand matters (even when you’re not job hunting)
07:30 – LinkedIn as a runway, not a resume
10:00 – The elements of a strong profile: photo, headline, about section
13:00 – Finding your story and refining your positioning
17:00 – How internal brand builds influence at work
22:00 – The difference between self-promotion and storytelling
27:00 – Advice for introverts: how to network without shouting
33:00 – Helping others shape their voice
37:00 – What Barney looks for when hiring
42:00 – Can your brand evolve as you grow?
47:00 – Where to start if you're building from scratch
50:00 – Connect with Barney
🔗 Connect with Barney: https://www.linkedin.com/in/barneyokelly/
🔗 Follow Ivan: https://www.linkedin.com/in/ivanburic/
Crafting Stories That Close: The Art of Presentation in B2B SaaS with Mikey Mioduski
🚀 INTRO
In this episode, I sat down with Mikey Mioduski, founder and CEO of GhostRanch Communications, to dive deep into a side of product marketing that often gets overlooked: presentations.
Mikey has worked behind the scenes of some of the biggest enterprise SaaS deals—crafting decks that don’t just tell a story but drive decisions. Whether it’s an investor pitch, a big sales moment, or an internal narrative to align the org, Mikey and his team live at the intersection of storytelling, design, and strategy.
We talked about the gap between design and messaging in B2B, the hidden cost of bad decks, and why the best presentations start with narrative clarity. If you’ve ever been tasked with “just making the deck look nice,” this conversation will change the way you think about slides forever.
📌 KEY TAKEAWAYS:
💬 QUOTE FROM MIKEY
"We always say, if the presentation’s job is to move someone from point A to point B…you better be crystal clear on what A is—and where B is supposed to be."
📚 WHO THIS EPISODE IS FOR
⏱ CHAPTERS
0:00 – Intro
3:10 – Mikey’s path from agency work to founding GhostRanch
7:40 – What makes a presentation actually effective
13:15 – Common mistakes product marketers make with decks
20:10 – Sales decks vs. product launches vs. internal presentations
28:30 – Why great storytelling starts with knowing your Point A
34:45 – The cost of unclear internal communication
41:20 – Final advice for marketers who want to up their presentation game
🎧 Listen if you want to:
What happens when you get laid off for the fifth time?
If you’re Hattie, you get hired again in 2 weeks—thanks to the brand you built when things were going well.
In this episode, I talk with Hattie, a seasoned product marketer, about why building a personal brand isn’t optional anymore, especially in tech.
We dive into:
Whether you're a PMM, marketer, or just someone thinking, “I should probably post more on LinkedIn” — this episode is for you.
🔑 Key Takeaways:
✅ Visibility is currency — inside your company and on LinkedIn.
✅ Don’t wait for a layoff to show what you know — build your voice early.
✅ You don’t need to go viral — you just need to be consistent and helpful.
✅ Storytelling and clarity are the most underrated skills in product marketing.
✅ Personal brand ≠ ego. It’s a safety net, and a growth engine.
💬 Quote from Hattie
⏱️ Chapters
03:10 – Hattie’s background: from startup founder to PMM
06:45 – The reality of being laid off (multiple times)
12:20 – Why visibility matters more than ever
16:05 – LinkedIn strategy for PMMs (without being cringe)
22:50 – Internal influence vs. external brand
27:40 – How to advocate for yourself without overselling
33:10 – Advice for PMMs early in their career
36:45 – What Hattie would do differently
39:30 – Wrap-up + where to follow Hattie
🔗 Resources
Connect with Hattie on LinkedIn: https://www.linkedin.com/in/hattiethepmm/
Join productmarketers.com https://www.productmarketers.com
From Engineer to Product Marketing Leader: Nitin Karthik’s Journey of Reinvention
How do you pivot your career, build a personal brand, and turn your knowledge into a bestselling book—all while working a full-time job?
In this episode, I sit down with Nitin Karthik, a product marketing leader, content creator, and author of Product Marketing Wisdom. His career path has taken him from software engineering to product marketing, from corporate roles to building his personal brand, and ultimately to writing a book based on 100+ expert interviews.
We discuss:
✅ How Nitin transitioned from engineering to marketing (and how to pivot your own career)
✅ The power of compounding in personal branding—why consistency beats overnight success
✅ How to overcome imposter syndrome and start sharing your ideas online
✅ The "trading up" networking strategy—how to build relationships with high-profile people
✅ How Nitin wrote and launched an Amazon bestselling book in just two months
✅ Why helping others is the best way to grow—his unique book launch strategy proves it
This episode is a must-listen if:
Timestamps:
00:00 – Introduction
02:30 – Nitin’s global journey (India → Africa → USA)
04:55 – From software engineering to marketing: How he made the switch
09:40 – Why personal branding is more important than ever
14:00 – Overcoming imposter syndrome and self-doubt
20:15 – The strategy behind networking and making meaningful connections
28:20 – Choosing the right platform for your content
38:40 – How data and analytics help improve your brand growth
45:30 – Writing a book in 2 months: Lessons from Nitin’s Amazon Bestseller
52:50 – The power of community: How helping others helps you
👉 Listen to the full conversation for real, actionable advice on personal branding, networking, and career growth!
📢 Connect with Nitin Karthik:
🔗 LinkedIn: https://www.linkedin.com/in/nitinkartik/
📖 His Book: ProductMarketingWisdom.com
Summary
Aya Tange shares her experiences and insights on cultural diversity, transitioning from big tech to startups, and developing presentation skills. She discusses the benefits and challenges of navigating different cultures and the importance of keeping an open mind. Aya also highlights the value of rotation programs in the tech industry and provides tips for effective public speaking. She emphasizes the importance of getting to know the audience, practicing, and delivering content in a conversational and relatable manner. Finally, Aya shares her decision-making principles, which involve planning for the future and pursuing personal goals. In this conversation, Aya Tange discusses her experiences working internationally and the value of seeking international experience. She also shares insights on the differences between big tech companies and startups, and the importance of reflecting on one's career path. Aya emphasizes the significance of company culture and the human aspect when making job decisions. She provides insights into the role of product marketing and the differences between inbound and outbound product marketing. Aya also shares her favorite podcasts and the benefits of consuming podcast content.
Takeaways
Cultural diversity provides valuable perspectives and insights, but it also requires an open mind and adaptability to navigate different cultures.
Rotation programs in the tech industry offer opportunities for career development and exploration of different roles and teams.
Effective public speaking involves getting to know the audience, practicing, and delivering content in a conversational and relatable manner.
When making decisions, it is important to plan for the future and pursue personal goals. Seeking international experience can be valuable for personal and professional growth.
Working for not-so-recognizable brands can provide unique learning opportunities that big companies may not offer.
When considering job opportunities, it's important to assess both the professional and cultural aspects.
Reflecting on one's career path regularly can help make informed decisions and progress in one's career.
Product marketing can take different forms depending on the company, and it's important to understand the specific role and responsibilities.
Company culture and the people you work with are crucial factors to consider when evaluating job opportunities.
Podcasts can be a valuable source of learning and entertainment, providing insights from successful individuals and diverse perspectives.
Chapters
00:00 Introduction and Background
02:20 Benefits and Challenges of Cultural Diversity
06:05 Challenges of Navigating Different Cultures
08:20 Transition from Big Tech to Startups
13:34 Opportunities in Rotation Programs
20:20 Tips for Effective Public Speaking
24:40 Decision-Making Principles
26:33 Seeking International Experience
28:08 Learning from Not-So-Recognizable Brands
32:35 Pros and Cons of Chasing Big Names
36:52 Considering Cultural Aspects in Career Decisions
37:24 Assessing the Human Aspect of Job Decisions
42:28 Defining Product Marketing
45:25 Differences in Product Marketing Across Regions
47:53 The Importance of Company Culture in Product Marketing
48:24 The Power of Podcasts
51:36 Recommended Podcasts
✉️ Subscribe to my newsletter: https://mywaynewsletter.com/subscribe
Devon, the founder and managing partner of Fluvio, shares his background and journey in product marketing consulting. He discusses the appeal of Denver as an outdoor destination and a livable city. Devon explains how his passion for writing and curiosity have contributed to his success as an entrepreneur. He also emphasizes the importance of principles, communication, and dedication in building a business. Devon draws parallels between his athletic background and the skills required in business. He concludes by discussing the hiring criteria and the significance of soft skills in his team. In this conversation, Devon O'Rourke, the Founder and Managing Partner of Fluvio, discusses his approach to interviewing candidates and the importance of aligning their experiences with the company's leadership principles. He emphasizes the need for candidates to research the company thoroughly and demonstrate their deep interest in the role. Devon also explains the go-to-market model and the common mistakes companies make in implementing it. He highlights the importance of assessing go-to-market motion and offers resources for companies to do so. Additionally, Devon introduces Fluvio Launchpad, a service that helps companies hire product marketers. He concludes by discussing the concept of embracing erosion and the inspiration behind his podcast, Embracing Erosion.
Takeaways:
Denver is a popular destination for outdoor sports and activities, making it an attractive place to live.
Passion for writing and curiosity are valuable skills for entrepreneurs.
Establishing principles and maintaining dedication are crucial for building a successful business.
Athletic experiences can provide valuable lessons and skills that translate to the business world. When interviewing candidates, it is important to align their experiences with the company's leadership principles.
Candidates should thoroughly research the company and demonstrate their deep interest in the role.
Companies often make mistakes in implementing their go-to-market model, such as not utilizing post-launch learnings.
Assessing go-to-market motion is crucial for companies to optimize their marketing and product strategies.
Fluvio Launchpad offers a contract-to-hire service to help companies fill product marketing roles.
Embracing change and adapting to new circumstances is essential for personal and professional growth.
“The best companies and the best people don’t shy away from change—they embrace it and take advantage of it. You might have to change your business model, your structure, even move away from your core product. The sooner you make that decision, the more likely you are to survive.”
Chapters
00:00 Introduction and Background
00:23 Denver as an Outdoor Destination
01:01 Livable City and International Airport
01:37 Introduction and Background
04:42 Skills and Learnings for Entrepreneurship
06:03 Website Development and Copywriting
08:19 Building a Personal or Professional Website
09:23 Motivation for Starting a Business
09:51 Family Influence and Entrepreneurial Mentality
12:01 Identifying Opportunity in Product Marketing Consulting
13:12 Recognition as a Top Product Marketing Consultant
13:39 Advice for Aspiring Professionals
19:07 Lessons from Athletics in Business
23:23 Hiring Criteria and Soft Skills
24:57 Interviewing for Leadership Principles
26:25 Favorite Interview Questions
28:40 The Importance of Researching the Company
29:36 Go-to-Market Model and Mistakes
33:31 Assessing Go-to-Market Motion
34:45 Fluvio Launchpad
40:11 Career Transitions and Personal Growth
42:08 Definition and Relevance of Product Marketing
44:21 Embracing Erosion
47:09 The Embracing Erosion Podcast
50:07 Where to Find Devon O'Rourke
Say "Hi" to Devon:
https://www.linkedin.com/in/devon-o-rourke-54028b34/
https://www.fluviomarketing.com/
Subscribe to my newsletter: https://mywaynewsletter.com/subscribe
In this conversation, Marco Imperato shares his entrepreneurial journey, from his origin in Sicily to the creation of R5 Labs Europe and Product Heroes. He discusses the importance of communication, resilience and the skills needed for a product manager, as well as the value of niches in the market. Marco also talks about the Prodattiros conference, an event that aims to connect industry professionals and inspire growth.
Takeaways:
Chapters:
Sai "Hi" to Marco:
In this conversation, Derek Osgood shares his extensive background in product marketing and the challenges he faced transitioning from large companies to startups. He discusses the importance of competitiveness in shaping his career, the evolution of his current venture, Ignition, and the integration of AI into their product. Derek emphasizes the significance of a well-structured go-to-market strategy, common pitfalls companies encounter, and the necessity of narrowing target audiences for effective marketing. He also provides insights into the fundraising process, resilience in entrepreneurship, and the future of Ignition.
Takeaways:
Derek's competitive background has shaped his career approach.
Transitioning from big companies to startups requires adaptability.
Learning on the job is crucial for personal and professional growth.
Narrowing the target audience can lead to better marketing outcomes.
Companies must innovate continuously to stay relevant in the market.
Understanding customer needs is essential for effective product marketing.
The fundraising process can be similar to a marketing exercise.
Resilience is key in overcoming challenges in entrepreneurship.
AI integration is transforming product marketing strategies.
Product marketing involves deeply understanding the market and customers.
Chapters:
00:00 Introduction and Background
03:03 Personal Interests and Influences
03:58 Transition to Entrepreneurship
07:26 The Value of Being Competitive
10:09 Applying Past Experiences to Overcome Challenges
13:15 Evolution of Ignition
20:09 Common Mistakes in Go-to-Market
21:48 Importance of Execution in Go-to-Market Planning
22:50 Targeting a Narrow Set of Potential Customers
26:01 Trends in Product Marketing and Product Management
27:54 Adapting to Future Trends
29:00 Journey of Ignition and Fundraising
31:33 Overcoming Obstacles in Fundraising
32:51 Bringing New Ideas to Life
33:52 Staying Relevant in an Evolving Market
35:39 Adapting to Changes at Ignition
37:11 Upcoming Milestones for Ignition
39:07 Selling Product Marketers to Companies
Episode Summary
In this first part of the conversation, Ivan and Giorgio discuss the concept of CRM (Customer Relationship Management) and its importance for companies. They present the main CRMs on the market and analyze who needs a CRM, both large companies and freelancers and small businesses. It also delves into when is the right time to start thinking about a CRM and whether it is better to learn how to use it or delegate this activity. Finally, Giorgio recounts the journey that led him to work for Salesforce and shares the satisfaction and desires he has working in this company. In this conversation, Giorgio shares his experiences and insights on job security, limitations of corporate jobs, the freedom and impact of entrepreneurship, recognition in sales, hiring criteria, personal branding, and the lessons he has learned from building his own brand. He emphasizes the importance of having multiple income streams and creating a personal brand as a form of job security. Giorgio also highlights the value of thinking outside the box, being ambitious, and taking ownership of one's career.
“Through CRM, I’ve helped businesses turn simple interactions into lasting relationships. It’s about understanding and anticipating needs, not just managing data. My approach is personal, focusing on creating genuine connections and delivering value at every step.”
Takeaways
Chapters
Say “Hi” to Giorgio:
Thank you for listening, subscribe to my newsletter and get notified about new episodes and other valuable news: https://myway.beehiiv.com/subscribe
Episode Summary
In the first part of the conversation, Ivan and Michael talk about Michael's weekend in the mountains and how dedicating Sunday to relaxation has had a positive impact on his life. Michael introduces himself as a photographer and entrepreneur in the digital industry and talks about his career path, starting with working in his family's textile business. Afterward, Michael explains how he decided to leave salaried work and become an entrepreneur. He also talks about the importance of facing difficulties and overcoming obstacles. Finally, they discuss authenticity in photography and how to convey it. In the second episode of the conversation with Michael Bertolasi, they explore topics such as the importance of intimacy and listening to oneself, combining artistic passion with entrepreneurship, the danger of focusing solely on monetization, identifying the key steps to becoming a professional, measuring impact and goal setting, building an ethical personal brand and strategies to grow one's personal brand. Finally, future plans for Michael's personal brand are discussed.
“Every day is day one, it truly is. I wake up each day thinking I have so much more to learn. I’m always just at the beginning.”
Takeaways
Chapters
Say “Hi” to Michael:
Useful links:
Thank you for listening, subscribe to my newsletter and get notified about new episodes and other valuable news: https://myway.beehiiv.com/subscribe
