I’ve invited my old friend and former co-worker Molly Lindblom to provide some content on the Clever PM blog; Molly is an exceptional product strategist, and was instrumental in the success that I had creating the LexisNexis Market Intelligence product so many years ago. My experiences working on that product have informed much of what I’ve done since — so, without further ado…
Thanks for giving me the opportunity to include a guest post on the Clever PM! I’ve been an avid reader for a long time and am looking forward to sharing some of my experiences as the founder and principal of my business growth consultancy Business Transformations. To kick things off, I’d like to share my experience as an assistant brand manager for Dial who (unknowingly) went to war with Proctor & Gamble.
Consumer product positioning is a tricky thing: a lot of companies have been selling products in different categories for a very long time, and have built strong market strategies based on a significant understanding of their customer needs. So at the tail end of my new product planning for Dial Dishwashing Liquid, imagine how excited I was thinking that I had a product that would clean up on the competition.