One Knight in Product

Getting the Narrative Right and Taking Web3 Products Mainstream (with Rachael Sacks, Crypto Storyteller & Founder @ Narrativ3)

Rachael Sacks is a passionate advocate for crypto and Web3 who found fame when she popped up on the cover of the New York Post under the headline "Mean Little Rich Girl". She's now trying to demystify Web3 for curious users and traditional companies trying to get into the space.
A message from this episode's sponsor - Product People
This episode is sponsored by Product People. If you’re a company founder or product leader who needs to get a product management team up and running quickly or cover parental leave check out Product People. They’ve got a thriving community and 40 in-house product managers, product ops pros, and product leaders. They onboard fast, align teams and deliver outcomes. Check out Product People to book a free intro chat and quote code OKIP to get a 5% discount.
Episode highlights:
Getting onto the cover of the NY Post was hell but taught her so much
Being misrepresented taught her how things can be taken out of context, how to get better at writing & connecting with people outside of her bubble. This has proven helpful when writing about crypto.
Web3 is the natural progression of where the web is going
"If it ain't broke don't fix it" won't cut it. It is broken and it needs fixing. Web3 offers a chance of a future where everything is decentralised and you aren't owned by banks or corporations.
Web3 can be incomprehensible to newcomers & especially companies trying to get in
Rachael's trying to use her writing & communication skills to make Web3 accessible. She wants to avoid companies hiring clueless consultants and help companies make a real impact.
VCs and institutional investors are sniffing around Web3 but they need to be authentic
The same old Web2 investors have sensed a gold rush and are coming in to try to make money, but there's a strong sense of community and inauthentic people will quickly be sniffed out.
It's mass adoption or bust now
There's a lot of work going on to bring a proper consumer-grade experience to Web3 apps, which has been lacking but is getting better. There is also work going on to make people feel secure and that they won't lose all their money to hacks.
Contact Rachael
You can connect with Rachael on Twitter, or check out Narrativ3.

The Importance of Messaging & ROARing Your Way to Product/Message Fit (with Diane Wiredu, Founder & Messaging Strategist @ Lion Words)

Diane Wiredu is the founder of Lion Words, a brand messaging strategy consultancy with which she aims to stop you from sounding like everybody else. She wants to make sure you have product/message fit and a strategy to save you from drowning in a "sea of sameness".
A message from this episode's sponsor - Product People
This episode is sponsored by Product People. If you’re a company founder or product leader who needs to get a product management team up and running quickly or cover parental leave check out Product People. They’ve got a thriving community and 40 in-house product managers, product ops pros, and product leaders. They onboard fast, align teams and deliver outcomes. Check out Product People to book a free intro chat and quote code OKIP to get a 5% discount.
Episode highlights:
It's hard to see the label when you're stuck in the jar
People within a company often can't see the wood for the trees. They know too much and don't understand how complex their messaging has become. Having an independent audit can help to understand what doesn't work.
Messaging is WHAT you say about your product, copywriting and brand voice is HOW you say it
Messaging is more than just words. It's a strategy informed by company values, overall positioning & ideal customers. It helps people understand why they should care about your product
Successful messaging strategy looks different for each company but there are some things they have in common:
✅ Clarity - Everyone should know what you do consistently✅ Ease - Don't try to say too much or confuse people✅ Relevance - Resonates with your audience's needs
There's a framework to help with this stuff, but much of the value is intangible
Diane has her ROAR (Research, Opportunity, Assembly, Review) framework, which of course has hard outputs. But so much of the benefit is the clarity & alignment you get through going through it.
Messaging strategy is a top-down effort and not just marketing fairy dust
Messaging is based on some of the fundamentals of the company, including its mission, vision & strategy. It needs deep leadership involvement as well as a cross-functional group from around the company
Contact Diane
You can connect with Diane on LinkedIn, or check out Lion Words.

Supporting Mental Health & Wellbeing for Product Managers (with Jacquelyn Guderley, Product Manager @ OVO & Co-Founder @ Product Mind)

Jacquelyn Guderley is passionate about product management and mental health, and has thrown herself into both with gusto. She's a product manager for UK energy firm OVO, as well as the co-founder of Product Mind and impending book author with the in-progress "My Sketchy Head".
Here are some highlights from the episode:
"The best paths are never linear. The stumble and fall isn't important; it's how you get back up"
Jacs had a variety of roles before product management, a role she didn't know existed (even though she had been doing it). Her varied experiences helped to round her out as a PM.
A passion for mental health & product management combined with intense demand to create Product Mind
Jacs was unsure whether her social media content was resonating, so asked her followers and got incredible interest from PMs looking for support with their wellbeing.
Product Management is tough, and it's also lonely
Product management can be great, but it's also a tough role due to being at the centre of everything, with nowhere to hide & you're often an easy target for blame. PMs often lack people to tell them what's OK & what's not.
Idealised social media content is a double-edged sword
There's a lot of boring, reductive, cookie-cutter content out there which feels almost philosophically anti-product management. But, on the other hand, the power and support of the PM community is amazing.
Bringing up mental health issues at work is never easy
It's not easy to talk to your boss in all companies & often it's easier not to try. Companies can make it easier by taking an active interest in your well-being. Sharing your experiences can help others share theirs.
Check out Product Mind
If you are interested in getting support from like-minded product people, check out Product Mind, or find them on Twitter or LinkedIn.
Contact Jacs
You can connect with Jacs on Twitter, or check out My Sketchy Head.

Taking Recruitment into the Future with AI and Embracing the Metaverse (with Shaun Smith-Taylor, Co-Founder @ MyProductPath)

Shaun Smith-Taylor is a self-described Product Geek and BBQ enthusiast who got so frustrated with the state of product management recruiting that he set up his own company to fix it. He's keen on AI, the metaverse and the possibilities of using them to bring technological advancement to recruitment and beyond.
Here are some highlights from the episode:
There's still a problem with the quality of product job specs
Half the time, companies don't seem to know what to ask for. This means they confuse candidates and get the wrong people applying for the jobs. A mixture of technology & human consulting is needed to fix this.
But there's also a problem with product management CVs
PMs talk about outcomes all the time but need to focus on outcomes in their CVs. Candidates stuff every single thing they've done into their CVs, with little connection to real results & often badly formatted or overlong.
Candidates are still paranoid about Applicant Tracking Systems
It's common for people to blame the ATS for all of their problems, but ATS systems always involve humans and aren't using as much fancy AI as some might claim. They're not perfect, but nothing is.
The people the AI is trained on can be just as biased as the AI
All people have unconscious biases, and some are downright prejudiced. We should always do what we can to limit the chance of bias, and doing so isn't a personal attack on the hiring manager.
There are metaverse applications for recruitment
In a world of remote working & different working preferences in general, the metaverse may open up opportunities around in-person assessments as well as remote working. But we've got a long way to go before we get there.
A message from my sponsor - me!
I'm currently looking at consulting opportunities. If you'd like to speak to me about how I can help you build great products, or the teams that build great products, check out One Knight Consulting and book a free, no-commitment call to chat about your needs.
Contact Shaun
You can hit Shaun up on LinkedIn, or check out MyProductPath.

Beyond the Challenger Sale Part 2: Focus on Value & Make your Product Easy to Buy (with Brent Adamson, Author ”The Challenger Sale” & ”The Challenger Customer”)

Brent Adamson is a former Harvard professor turned Wall Street Journal award-winning author and sales researcher. He co-authored "The Challenger Sale" and "The Challenger Customer" with my former guest Matt Dixon, and these days is challenging us to concentrate on making products easy to buy, not easy to sell.
Here are some of the highlights of our discussion:
1. The Challenger Sale shook up the world of sales, but The Challenger Customer was the inevitable follow up
They did further research after the first book and identified a new protagonist, the "Mobilizer", who can be your best advocate within the company (but not a champion!)
2. It takes 5.4 people within an organisation to make a purchase decision & the number's rising
It's getting more & more complicated selling into organisations, and the buying journey has become like spaghetti. Finding the "economic buyer" is no longer enough to land the sale.
3. There's a difference between emerging demand and established demand
If you're going after established demand and known solutions you're going to get dragged into a price-based bake-off. Challengers find unknown pains, challenge the status quo & break the frame
4. Some customers don't even know how to buy any solution, let alone your solution
Buyer journeys are complex & some customers can be surprised when things get held up. But you're not, you've seen it all before! Give them the info they need to help close the sale from their side.
5. It's not good enough to just be insightful anymore, The smartness arms race ended in a draw
Being really insightful is table stakes. You need to be able to help your customers frame their decision and give them confidence in the decisions they're making for their company.
.. And much more!
Check out Matt's episode
I interviewed Brent's co-author and co-conspirator Matt Dixon about his work and how customer indecision is a critical problem for B2B sales. Check out the episode here.
Buy "The Challenger Sale"
"The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades."
 
Check it out on Amazon.
Buy "The Challenger Customer"
"In The Challenger Sale, Matthew Dixon and Brent Adamson overturned decades of conventional wisdom with a bold new approach to sales. Now they reveal something even more surprising: the highest-performing sales teams don't focus on friendly, attentive customers. Instead, they target challenger customers. Challenger customers are sceptical, less interested in meeting and ultimately indifferent as to who wins the deal. But they also have the credibility, persuasive skill and will to challenge the status quo that will get a deal to the finish line far more often than customers who are easier to connect with."
 
Check it out on Amazon.
Contact Brent
You can hit Brent up on LinkedIn.

Beyond the Challenger Sale Part 1: JOLTING Customers out of ”No Decision” (with Matt Dixon, Author ”The Challenger Sale” & ”The JOLT Effect”)

Matt Dixon is a Wall Street Journal award-winning author and renowned researcher in the world of sales and customer success. He co-authored "The Challenger Sale" in 2011 which turned the world of B2B sales on its head, and encouraged salespeople around the world to take control of the customer conversation. He's now back with "The JOLT Effect" which tells us that our biggest problem with closing sales isn't losing to a competitor but losing to no decision at all.
Here are some of the highlights of our discussion:
There was a big gap in data-based, factual research on sales and it needed filling
There are great sales books out there, but many of them are based on opinion and "what worked for me". Matt and his team took an outsiders' data-based approach and uncovered the surprising truth
The Challenger Sale divided the sales community but resonated with founders
Matt is not a salesman. This led some people to doubt his findings, but the data speaks for itself. The Challenger approach specifically resonated with startup founders who are natural challengers!
All our assumptions about what makes good salespeople are wrong
Sales have traditionally been taught to be relationship builders but in today's world of information overload, it's not enough to have a cosy conversation. Buyers need to be challenged, debated & given insight
Up to 60% of Sales are lost not to a competitor, but to "no decision" & traditional approaches make it worse
It's not enough to defeat the status quo. Buyers can be afraid to make a decision whatever the status quo. Traditional sales approaches make the problem worse.
Customers are stuck and we need to JOLT them into action
There's a playbook to defeat customer indecision that helps to take risk off the table & make buyers understand they're making a great decision. Product teams are crucial partners in helping sales teams do this.
Buy "The JOLT Effect"
"In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.” When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing."
 
Check it out on Amazon.
You can also check out the book website.
Buy "The Challenger Sale"
"The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades."
 
Check it out on Amazon.
Make sure you check out "The Challenger Customer" and "The Effortless Experience" too!
Contact Matt
You can hit Matt up on LinkedIn.

Survive the Feature Factory by Applying Product Thinking to Product Thinking (with John Cutler, Product Evangelist & Coach @ Amplitude)

John Cutler is a product evangelist for Amplitude, and a leading voice in the product management community. As a systems overthinker and "on second thoughts" leader, he's an anomaly in this world of quick-fire bubblegum takes. John's hypothesis is simple - product management is messy and he loves nothing more than thinking about it and drawing lots of complicated diagrams to explain it.
Here are some of John's weighty thoughts:
There's a lot of variety in product content out there and that's good
John can get pretty in-depth, but there's plenty of room for targeted, optimised, "just do this" takes out there. As long as they're reducing the gatekeeping around product management not increasing it.
Working in the "ideal" product way isn't the be-all and end-all
There are lots of great teams out there not working as per the books. There are also great Big Tech-style practitioners who can only thrive in certain environments and would flounder anywhere else.
We should all be thinking in systems
Systems thinking is important for product managers trying to make sense of their product or organisation. Nothing is linear, everything is composed of self-reinforcing loops. Think you're a change agent? You're part of the system too!
Product people need to be able to translate their thinking
Systems thinking or otherwise, product people can have complicated messages that could sound esoteric or theoretical to non-product folks. It's important to find a way to land your message with your target audience.
He coined the term "Feature Factory" as a joke and his thinking has evolved
Sometimes you're going to have to build a feature & it might even be the best move! Work with your CEO, not against them, when they ask for a feature & make sure you know what game you're playing.
Surviving a feature factory is possible with this 5-step plan
John has an actionable 5-step plan (containing 6 steps) which enables you to work out what you want, what your colleagues want, demonstrate the value of product practices and, if all else fails, when to leave.
Contact John
You can hit John up on Twitter, or sign up to his mailing list The Beautiful Mess.

Data-Informed Decision Making and the Three Cs of Product Management (with Roger Snyder, VP of Products & Services @ 280 Group)

Roger Snyder is the VP of Products & Services at the 280 Group, a leading training & consultancy firm in Silicon Valley. He's passionate about product management and wants to help you get better at the craft and put some data into your decision making.
Here are some of Roger's insights:
Product management frameworks & methodologies are good starting points
But you can't be a slave to them. Use these frameworks as a baseline to help you ask the right questions about your business, then use what you need for the situation you're in.
Training isn't going to make you an amazing PM on your own
Even the best training can't do it all, but it can be an accelerant. Training, certificates & certifications all have their place as part of your journey but you need to get rear-ended a couple of times.
Don't be data-driven, be data-informed
There's so much data out there that can help you make great decisions but don't just consume it blindly! You need to make sense of it to have the greatest impact, work out what metrics really matter & work out when "what matters" changes
More teams are data-informed than ever but there are still challenges
Many teams are still unable to make data-informed decisions due to lack of access, lack of tooling or stakeholder gatekeeping. Learn to tell stories about why it's important and ensure you explain the WIFM.
Use data to inform your product vision
It's important to set up a fact base for your product vision and populate it with the three Cs of product management: Company, Competitors and (of course!) Customers. You can then use all of that data to inform a compelling vision.
Listen to the episode for this and more!
 
Contact Roger
You can reach out to Roger by email, or check out the 280 Group website.