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Agile Marketing and the Customer Journey – Ready, Set Accelerate

Fast paced learning and innovation shape today’s leading products, marketing, and customer journeys. To sustain that without burn out requires adopting Agile marketing practices. Is your company ready?

If the statements below sound like your company – you are doing great. If not, you will have some work to do before Agile practices can fully take hold.

The Agile Business Acceleration Building Blocks

Strategy & Vision:
Uses explicit language to align decision-making, investment, hiring, organizational structure, processes, and systems throughout the organization to collaboratively define and deliver exceptional customer value.

Creation and Delivery of Customer Value:
Use a clear/evolving definition of high-value customers and use scenarios for planning and prioritization across the organization. Brings the responsibility to drive customer value down to the individual level.

Culture / Leadership:
Empowers compensates and motivates the organization to passionately pursue the rapid creation of value, trial and error innovation and the elimination activities and efforts that contribute little or nothing to the rapid creation of customer value.

People & Organization:
Sets the organization up to work in small, highly collaborative self-directing teams that focus on time-bound delivery of high customer value results.

Process:
Supports fast – iterative –  time-bound project cycles using evidenced-based – testing, validation, prioritization, planning and decision making that enable individuals to react with increased speed and creativity to create customer value.

RELATED:  What is customer focused product management?

Systems & Tools:
Support team communication, collaboration, reporting, analysis and processes with easy to use/manage systems that can be rapidly aligned to reflect and support rapid cycles of continual learning and innovation.

No organization does all of this perfectly. The key is to get started. So pick the area you feel you can gain the greatest traction fastest and get those done. Each step taken will make it easier for you to accelerate the delivery of customer value.

Mike Connor, Principal, Spice Catalyst

David Fradin


David Fradin has trained thousands of managers throughout the world in the successful management of products. With over 47 years of experience across major companies, 75+ products and services and 11 startups, he infuses his workshops with insights gained as an expert product leader, product manager and product marketing manager at companies like Apple and HP. He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market. As a result of his leadership and management skills, Apple promoted him first to Apple /// Group Product Manager and later Business Unit Manager at the same organizational level at that time as Steve Jobs. He recently authored “Building Insanely Great Products: Some Products Fail, Many Succeed…This is their Story” Lessons from 47 years of experience including Hewlett-Packard, Apple, 75 products, and 11 startups later. Go to: Amazon Store Coming soon will be "Organizing and Managing Insanely Great Products" and "Marketing Insanely Great Products." His workshops cover the founding values, vision, product lifecycle and management employed by Apple at its start and which it subscribes to today. You can learn more about his workshops at Spice Catalyst Workshops Soon to be released by Wiley and Sons, in the Early of 2017, is a seven-volume set of university-level textbooks entitled: "Foundations in the Management of Successful Products" covering keys to product success, product market strategy, marketing, soft skills, user experience, user interface, product engineering, and product support. What students will learn in the workshops, online courses and books are cover what has made Apple the most valuable company in the world today. Go to David Fradin @ Youcanbook to schedule a time to talk.

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TESTIMONIALS

Hsitang L

"I have done the marketing plan and got a great score from my working company. Thanks for your course and coaching."

Took Spice Catalyst online Marketing Fundamentals Course

Hsitang L

Student

Karthik S

"Very interesting course on the effective use of Social media in marketing. Must for all the Product Marketing managers. Simple & effective delivery of content. Thanks, Professor David."

Social Media Demystified

Karthik S

Student

Spencer J.

"Excellent Course for Marketing Strategy. It was comprehensive, easy to follow, and had the perfect balance of hands-on activities and lectures that left me with a full marketing strategy and implementation plan at the end of the course. Great course for anyone starting from scratch."

Marketing Principles Course

Spencer J.

Student

Sami A

"David’s key Product Management and presentations skills were key to my success in starting up and building Apple Pacific in the early 80s."

Product Management

Sami A

Client

Peter M

"David continues to be a valued resource for general marketing expertise, industry knowledge, and product marketing know-how. We reference his clear insights regularly."

Marketing Consulting

Peter M

Client

Manish B.

"David has been an excellent coach and mentor. Very detail oriented and practical in his approach. His ideas and frameworks are simple, practical and easy to understand and adopt, being extremely effective at the same time. The concept of ‘Do, value proposition’ is one such excellent framework which not only helps in formulating compelling value proposition for the customers but is also a source of ideas for new product innovation."

Executive MBA, Bangalore India

Manish B.

Student

Mike B, Lead Generation Consultant

"David is a very experienced and talented business professional. I have witnessed this first hand, as has demonstrated his ability across multiple disciplines, including market analysis, segmentation, customer profiling, competitive reviews, product management, marketing and sales strategy development and execution, to name but a few. In addition, he has great communication skills."

Consulting

Mike B, Lead Generation Consultant

Client

Chris B. (YouSendIt)

"I met Dave through a consulting engagement while I was at YouSendIt. It was easily the single most useful and insightful consulting engagement I’ve experienced in my career. From his analysis of our industry to the product recommendations, Dave gave us actionable information that made YouSendIt a better company."

Consulting

Chris B. (YouSendIt)

Client

Anand P

"Building Insanely Great Products" is a great Segway into the product management space and contains insightful and practical advice which I am now going to validate with some of the projects I am working on"

Consulting

Anand P

Client