Creating an emotional bond with prospects and customers delivers huge benefits. Unfortunately, many teams responsible for the customer journey don’t have the knowledge or insight it takes to achieve that.
How important is that insight?
Ask Apple or Harley Davidson. Their customers tour the country telling others about them. They sleep overnight in the rain to buy the latest product. They tattoo themselves with their favorite company’s logo.
To create that level of bonding is hard in B2B. The stakeholders and the team responsible for your customer journey have to build deep individual and collective knowledge of their customers.
They have to walk in their customer’s shoes literally, or in this case swim in their pond!
- Spend time on the job with them
- Understand what gets them up each morning
- Know what they struggle with and celebrate each day
- Know their internal processes, requirements and politics for acquiring new solutions
- Know the hoops they are going to have to jump and the alligators they are fighting as they attempt something new
- Know who they interact with and why
- Understand how they are measured
- Attend their trade shows
- Spend time with them and their customers
This deep understanding releases your organization’s creativity and effectiveness. It’s what allows them to deliver a customer journey that creates a deep personal bond with your brand because of they know how to create the value, trust and responsiveness needed at each stage of the journey.
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
Also. "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
From Wiley and Sons, is a 796 page, university-level textbooks entitled: "Successful Product Design and Management Toolkit" 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.
David on Building Great Products, AI and Tech Shifts
By David Fradin |
Untold Stories From the Early Days of Apple Computer
By David Fradin |
Product Success Issues: Uses of Artificial Intelligence in Product Success Management
By David Fradin |
TESTIMONIALS
"I have done the marketing plan and got a great score from my working company. Thanks for your course and coaching."
Hsitang L
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"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."
Karthik S
Student
"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."
Spencer J.
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"David’s key Product Management and presentations skills were key to my success in starting up and building Apple Pacific in the early 80s."
Sami A
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"David continues to be a valued resource for general marketing expertise, industry knowledge, and product marketing know-how. We reference his clear insights regularly."
Peter M
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"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."
Manish B.
Student
"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."
Mike B, Lead Generation Consultant
Client
"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."
Chris B. (YouSendIt)
Client
"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"