If your strategy is to market using bottom-up PR, you may need to bone up on your one-on-one marketing skills. The most straightforward way to recruit a small but enthusiastic user base to co-market your product is to convince individual users to try your product and hopefully evangelize it. Mass marketing campaigns won't do the trick. Even just getting the word out won't by itself do it. You need to "sell" the product and the co-marketing enthusiasm to each person.
The Goal As a company executive, you want confidence that your product team (which includes all the people, from all departments, responsible for product success) has a sound basis for deciding which items are on the product roadmap. You also want confidence the team is prioritizing the items in a smart way. What Should We Prioritize? The items the team prioritizes could be features, user stories, epics, market problems, themes, or experiments. Melissa Perri makes an excellent case for a " problem roadmap ", and, in general, I recommend focusing on the latter types of items. However, the topic of what types of items you should prioritize - and in what situations - is interesting and important but beyond the scope of this blog entry. A Sad but Familiar Story If there is significant controversy about priorities, then almost inevitably, a product manager or other member of the team decides to put together The Spreadsheet. I've done it. Some of the mos
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