5 min read. Adam Cockell is on a mission to improve diversity at work through his Chrome extension, Native Current, which empowers recruiters to creatively expand their talent search to meet the demands of modern businesses. After some initial product adoption, he’s using The Founder’s Marketing Playbook to clarify his vision and accelerate his go-to-market strategy.

6 min read. This is one of the most useful marketing tactics for crafting great product messaging. It fosters creativity, forces brevity, and drives lively discussions, and helps build consensus.

46 min watch. In this talk, we introduce the fundamentals of personas that will help you build an understanding of who your customers are which is critical to effectively designing, building, marketing, and selling products. Then we do a live working session with Santiago Suarez Ordonez, CEO & Co-Founder of Momentum to work through building their Proto-Personas.

4 min read. When Momentum got the chance to pitch to a big company, they knew they needed to not only ship a few features they’d been testing and nail the sales pitch—they also needed to produce a 2-pager that the prospect had asked for.

4 min read. Brand positioning is the difference between a last resort meal at the airport and a celebrity wedding reception.

5 min read. We've worked with dozens of founders who insist they "know" who their target audience is, but it's only after we've guided them through this persona process that they see how much information, understanding, and empathy has yet to be fleshed out.

6 min read. Jobs to Be Done is an innovation framework that will help you differentiate in a crowded market, innovate on a mature product, and market effectively to customers.

7 min read. How you position your product will make or break your company. A product can be re-framed in the minds of consumers without changing a single thing about the product.

6 min read. A pervasive mistake I see is companies waiting to start thinking about how they’ll announce their product. The excuse is always that they’re too busy building product. But building an MVP without a strong plan for the announcement will become a launch that falls flat. Instead build the MMP, Minimum Marketable Product.

52 min watch. In this talk with Grand Central Tech​, we introduce the concepts of Jobs To Be Done, share real-world examples, and do a live working session with Matt Giffune, the CEO and Co-Founder of Occupier, a real estate success platform.

Build-A-Box is aptly named because you, well, “build a box” of core messaging for your product and company.

Taking a new product to market is a daunting task and it can be hard to know where to begin. Start by truly understanding customers and competitors to find the story that only you can tell.

The popular analogy that product managers put product on the shelf and product marketers get it off the shelf is fundamentally wrong. The best products are built with the market in mind–and product marketing should contribute long before anything gets put on a shelf.

Olivine is teaming up with Product Marketing World 2019 to chair the largest gathering of product marketers across the world. Tour stops include San Francisco, Boston, Chicago, London, Dublin, Austin, Sydney, and Vancouver.