2006 Differentiation Marketing 
Mind the Product
DECEMBER 26, 2019
In this ProductTank Toronto talk, Richard Reiner , Executive Chairman at dfuse , takes us through various case studies and lessons learned from his experience building and marketing products in the cybersecurity space. Surviving in a maturing market at Enomaly. Surviving in a Maturing Market at Enomaly.
Intercom, Inc.
SEPTEMBER 22, 2020
Brian says: Intercom’s SVP of Marketing Shane Murphy-Reuter recently caught up with Brian to talk about the importance of conversational relationships and how they can drive exponential business growth. Brian says: “My ‘aha’ was that it was impossible to market to a modern human, they were getting good at blocking it out.”.
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The Product Coalition
JUNE 14, 2020
All of these products had a huge Total Addressable Market (TAM), and were clearly Feasible, but failed to differentiate themselves in any meaningful way. The market subsequently allowed them to slide into obscurity. Apparently, the Zune adventure cost MS $289 million in last quarter of 2006. The Zune Is Dead.
The Product Coalition
DECEMBER 11, 2023
Founded in 2006 with a unique social mission: for every pair of shoes sold, they would donate a pair to a child in need, an initiative they called “One for One.” However, despite a strong, socially motivated purpose, TOMS struggled due to a lack of focus on business value and product differentiation.
Product Management Unpacked
AUGUST 8, 2018
Recently a CEO asked me if the marketing department should include product management and marketing communications. His concern was that internet/digital marketing had become so complex and such a huge task that having the responsibility of both marketing communications and product management would be difficult.
Mixpanel
SEPTEMBER 11, 2019
In 2006, Facebook rolled out its News Feed feature–and boy, did people hate it. Over the next year, their audience skewed heavily toward eCommerce, alienating major segments of their market. This data-informed redesign helped with market differentiation for Hinge as the app focused on long-term relationships, not hookups.
The Accidental Product Manager
APRIL 24, 2017
Scion had it’s greatest number of sales during 2006. At the time Toyota was targeting the Generation X buyers and the Scion brand offered them a differentiation from the Toyota core line of cars. Ever since hitting a high in 2006, sales have been on a slide. This type of customer does not value the differentiation as much.
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