One Knight in Product

About the Episode Whatever her job, Yana Welinder has always had a passion for improving broken experiences. She did this as Product Lead at Wikimedia, she did this as Head of Product at If This Then That, and now she's here as CEO of her own IoT firm, Kraftful. Here are some of Yana's insights on IoT & startups: Usability in IoT is broken & someone needed to fix it Yana was Head of Product at IFTTT & they have an important mission - to make IoT devices interoperable. Yana wanted to solve an even greater pain - how to make them work well at all. She started a company to do this The IoT space is full of passionate early adopters & moving to the mainstream is hard Early adopters have very technical needs & want more features. Mainstream users want good quality & ease of use. Early adopters are your biggest champions but you need a plan to scale past them Fundraising for IoT was hard, even more so because she's a woman Many investors have been burned by hardware projects and people want to knock you down. Also, not everyone is Adam Neumann - underrepresented founders can barely raise off the back of successes, let alone failures. It's important to have an eye on product misuse AirTags have been in the news for stalking, but Apple have at least made an effort to fix that. Not everyone has their resources, but it's important to at least keep an eye on digital rights groups and try to stay clean The most important thing as a founder is to validate you have an actual problem Don't just throw yourself into something cool - make sure there's appetite for what you're building, go as lean as possible to start with and leverage No Code tools to help you get started quick Listen to the episode for this and more! Contact Yana You can reach out to Yana on Twitter.

An interview with Chris Mason. Chris is an executive recruitment consultant who started his agency Intelligent People over 20 years ago. Chris is passionate about diversity & inclusion in recruitment, as well as helping product leaders in general land their next job. We speak about a lot, including: The state of the product hiring market today and how product management recruitment has changed over the last 20 years How product management has moved from IT to a strategic partner for product-led companies and when companies should hire a CPO Whether we're seeing more product practitioners getting a seat at the top table and how there are two main types of product leadership job Why you should be careful which job you wish for, and how to know when to stop trying to climb the career ladder Whether product job titles are getting more consistent and whether it's true that job titles don't matter Why women should consider not divulging their current salary as it can help to perpetuate gender biased salary and whether the gender pay gap is getting better or worse What hiring companies can do to make sure they're developing a diverse talent pipeline and the importance of hiring for "not fit" rather than culture fit And much more! Contact Chris You can find Chris at Intelligent People or check him out on LinkedIn.

An interview with Sarah Doody. Sarah is a former UX practitioner and leader who started out trying to help UX pros with their portfolios before realising there's an even bigger problem to solve; how to help designers & product managers optimise for success and give themselves the best chance of getting that next career move. We speak about a lot, including: The origin story behind Career Strategy Lab, how they can help you get a new job, and whether it's just designers or everyone in the product trio That chicken & egg scenario when you can't get a job without experience, but you can't get experience without a job, and whether this is just something that affects PMs or hits designers too Whether UX job descriptions are any better than Product Management job descriptions and some of the reasons we have poor job specs and poor interviewing process How job specs are really just wish lists and the importance of actually reading them rather than just clicking "Quick Apply" to anything with a matching job title The importance of customising resumes, CVs and cover letters, why this sounds controversial, and how to make it scale Why it might be OK to interview for jobs that you don't actually want to get some practice, and the benefits of taking an MVP approach to your job application Whether ATS systems are really the gatekeeping problem that some people make them out to be, and the importance of making personal connections where you can And much more! A brief interruption from my sponsor - me! I'm terrible at asking for money but if you would like to throw any spare change at me to prevent me having to read out tiresome generic podcast ads, you can buy me a coffee. If not, I love you all anyway! Contact Sarah You can find Sarah on her personal website or check out Career Strategy Lab. Sarah is also active on Twitter.

An interview with Russ Laraway. Russ was a Company Commander in the US Marines before entering Big Tech at Google, Twitter & Qualtrics. He also co-founded Radical Candor LLC with Kim Scott, and believes that anyone can be trained to be a good manager with the right approach. He wrote about this approach in his new book "When They Win, You Win". We speak about a lot, including: Why the world needs doesn't need another person's opinion on what makes a good manager, and how he wants to move away from opinions and move to data driven, measurable results How the US Marines set the stage for him to be a good manager, what moving to Big Tech taught him about focusing on results, and how the military can teach Big Tech a thing or two about Commander's Intent Why it was important to simplify the mission to make managers better, because most people aren't getting better and some are getting worse because there's so much conflicting information out there Why companies are so bad at developing managers, and how his STAC (Select, Teach, Assess, Coach) approach might help get us away from the best Individual Contributor getting thrown into the pit with no support How everyone wants to do great work & be totally psyched whilst doing it, and why people's direct managers are ultimately the key to making that happen The big three of Direction, Coaching, Career, how they can help managers thrive and the importance of helping managers not just concentrating on the stuff they're best at Whether managers are born or bred, and whether introverts or extrovert make the best managers And much more! A brief interruption from my sponsor - me! I'm terrible at asking for money but if you would like to throw any spare change at me to prevent me having to read out tiresome generic podcast ads, you can buy me a coffee. If not, I love you all anyway! Buy "When They Win, You Win" "Businesses everywhere are plagued by managers who seem to think that keeping their staff miserable is the best way to deliver profits. This is a failure of leadership that also hurts the bottom line; research has shown that maintaining a happy, engaged workforce consistently drives measurably better business results across the board."   Check the book out wherever you get your books, or check it out on Amazon or the book website. Check out my interview with Kim Scott I spoke to Russ's former colleague Kim Scott last year on the podcast about her book "Just Work" - it was a fantastic conversation and you can check it out here. Contact Russ You can find Russ on his website or check him out on LinkedIn or Twitter

About the Episode An interview with Martina Lauchengco. Martina is a product marketing guru who once worked on MS Office before a glittering career in a variety of tech companies led her into partnerships with SVPG and Costanoa Ventures. She's recently released her new book, "Loved" to try to help product managers & founders get good at product marketing. We speak about a lot, including: Why she wanted to write a book to help early stage founders and product managers understand how to market their products to make sure they make a difference How most tech companies are getting their marketing wrong, what it looks like when they do, and what they should be doing instead The problems companies can have using traditional marketing approaches led by traditional market folks, and how any initial successes inevitably fade out Whether you need to go all in and drink the Product Marketing Kool Aid or can iterate your way to product marketing success Some of the traits of a good product marketer, how they are similar to product managers, whether you need specialised product marketers or it's just a mindset issue How soon you need product marketers and whether there's value in fractional roles helping you out when you're early Top tips for product managers who want to work effectively with their product marketing team, and treat them as equal partners in their product success And much more! A brief interruption from my sponsor - me! I'm terrible at asking for money but if you would like to throw any spare change at me to prevent me having to read out tiresome generic podcast ads, you can buy me a coffee. If not, I love you all anyway! Buy "Loved" "The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story."   Check the book out wherever you get your books, or check it out on Amazon or the book website. Contact Martina You can find Martina on her personal website. Also, if you bought a copy of her book, you can send your receipt to info@svpg.com for a free chat!

An interview with Étienne Garbugli. Étienne is the lead instructor and CEO of Lean B2B, and a three-time startup founder. He's the author of three books: "Find your Market", "Solving Product" and "Lean B2B". The latter book is out for a second edition, and we decided to talk all about it. We speak about a lot, including: How the second edition has gone down, why there's a second edition at all and why this book matters to B2B entrepreneurs & product managers How the book can help both non-technical, subject matter expert startup founders as well as tech-first founders with little to no B2B experience The Lean B2B methodology, represented by its handy pyramid and key considerations at the various levels Vision: How to systematise your product vision, where to get started, and whether you need a Eureka moment Market: Working out who your target market is, the perils of going too wide, and how many people don't even really know what a market is Jury: Getting your buyers, approvers, users and even veto-ers together to ensure there's a good reception for your proposition Needs: The merits of good customer discovery and why we need to understand our buyers and sellers Offer: How to factor in risks, associated costs to your value proposition, and why it's important to separate the value from the specific solution Solution: How to get your MVP into the hands of early adopters, and whether all types of B2B customer are ready for MVPs What happens after the pyramid once you've validated your solution, and what product/market fit really means in a B2B sense And much more!   A brief interruption from my sponsor - me! I'm terrible at asking for money but if you would like to throw any spare change at me to prevent me having to read out tiresome generic podcast ads, you can buy me a coffee. If not, I love you all anyway! Buy "Lean B2B" "The second edition of Lean B2B is the result of years of research into B2B entrepreneurship. It builds off the unique Lean B2B Methodology, which has already helped thousands of entrepreneurs and innovators around the world build successful businesses. "   Visit The Book Website for more info, and links to Étienne's other books. Contact Étienne You can find Étienne on LinkedIn, Twitter or visit his website.

About the Episode An interview with Saielle DaSilva. Saielle is Director of User Experience at Cazoo, an online car marketplace. Saielle believes in "putting the soft back into software", is a well regarded conference speaker, and also came out as a transgender woman to her friends & colleagues a few months ago. We speak about a lot, including: Her work at Cazoo, helping to transform a traditional industry for the good of users & the planet, and what "putting the soft into software" really means The start of her journey, how long she's known she's a woman and how no one chooses to be transgender for fun or because of peer pressure Her disappointment with celebrities that she used to admire or support, how transgender people are unfairly labelled by people with zero knowledge, and how everyone should be humble enough to do the work and learn to be better The transition roadmap - how she got ready, the step-by-step approach she took, how she was happy to find people were generally supportive and not as hateful as the mainstream media often portray The letter she wrote to her colleagues when she came out at work, the level of detail she went into, types of inappropriate questions transgender women get and her desire to avoid living "reality TV" transgender How troublesome the "Hugh Grant" style bumbling apology for misgendering your colleagues can be, and why you should just apologise and move on What we can all do, both through our company culture and our own actions to ensure we foster a diverse, welcoming workplace and help our transgender colleagues feel accepted & safe And much more!   Donate to Saielle's fundraiser Saielle is undergoing further surgery to help with her transition. If you would like to donate, please check out Saielle's fundraiser. Donate to gender diverse charities If you want to donate to charities that support gender diverse charities, check out Mermaids in the UK, or The Trevor Project in the US. Contact Saielle You can reach out to Saielle on Twitter or visit her blog.

About the Episode An interview with Amogh Sarda. Amogh is a former Atlassian and Intercom product manager turned company founder with Eesel, a company that aims to take the pain away from managing your documents. He's also a keen improv comedian, and believes there are similarities between how you create an improv skit and how you make a winning product. We speak about a lot, including: The story behind founding Eesel, how they're trying to make finding your own documents as easy as finding President Obama's shoe size, and whether they can save us from Slack thread hell The pros & cons of starting a company with a founder who lives 10 hours' time difference away, and how to make it work for you The jump from big structured product company to startup life, how you have to identify your ground truths as well as accept the layers of uncertainty that will evolve as you go and making sure you don't change everything all the time How you should bring nuance to product principles, what this means and why sometimes it's worth spending some time in the solution space and working back to the problems His love of improv comedy, how he got into it, and how it maps to product management practices more than you might think: The base reality - working out where you're at and the unarguable truths of your situation The game - the key insights or ways that you can affect the base reality The funny scene / a great product - executing and bringing it all home The importance of keeping it simple, not getting sidetracked or going after everything you could And much more!   A brief interruption from my sponsor - me! I'm terrible at asking for money but if you would like to throw any spare change at me to prevent me having to read out tiresome generic podcast ads, you can buy me a coffee. If not, I love you all anyway! Contact Amogh You can find Amogh on Twitter or check his blog, The Paperclip.

An interview with Darby Maloney. Darby is a product manager and an avid TikToker who made an innocuous video about product management for her non tech friends and was all of a sudden centre stage for tech bros across TikTok and Twitter, getting criticised for being a woman in tech, for being a woman in a pool, for being a product manager and just about everything else. We talk about a lot, including: How she made the move into product management from customer support, got that tricky first product management job by putting extra hours in on top of her day job, and the importance of finding good mentors to help you along the way The story behind that video, why she was making a video about product management with a laptop in a swimming pool in the first place, and whether she stands behind her (and her colleague's) description of product management The three main types of criticism she got after the video went viral, how much of that was about her being a woman, how much was about her being a product manager and the crass double standards it exposed The effect of the abuse on her mental & emotional state, and how she started to worry about her job and the credibility that she had to work so hard for How young women in general have to work extra hard, in a way that young men don't tend to have to do, to prove that they're intelligent, reliable and good at their job How she tried to give due credit to engineers & designers for doing the "impressive" work and it why it was disappointing to be attacked in return The supportive comments that she got after the hate, how much this meant to her and how some people got in touch to admit wrongdoing and that they'd changed their minds Whether she's going to double down on tech videos in future, and if she does whether she'll do the next ones in a serious looking room with lots of books behind her And much more! A brief interruption from my sponsor - me! I'm terrible at asking for money but if you would like to throw any spare change at me to prevent me having to read out tiresome generic podcast ads, buy me a coffee. If not, I love you all anyway! The infamous swimming pool video and the rebuttals Here's the original video that started it all off. The swimming pool video Darby also posted two follow up videos: Rebuttal 1 Rebuttal 2 Contact Darby You can find Darby on TikTok or Instagram. We're also trying to get her to spend more time on Twitter!

An interview with Daniel Elizalde. Daniel is a Product Advisor to ClimateTech product teams and long time IoT guru. He's also recently decided to tackle some of the problems B2B product managers have getting their ideas to market. He's tackling this with his own podcast as well as new book "The B2B Innovator's Map". We speak about a lot, including: Why he decided to write his new book now, and how he tried to make it actionable and fresh with numerous real world examples from his own career and long experience consulting with B2B firms How the vast majority of B2B innovations fail, how his book aims to offer a solution to this and give a process to enable B2B product leaders to get from zero to their first ten customers (and who those ten customers should be) How his experience in Climate Tech has helped him come up with recommendations on how to frame seemingly esoteric B2B products in ways that resonate with those customers' real problems and drawing a line back to real world ROI The six stages of the B2B Innovators' Map (Strategic Alignment, Market Discovery, User Discovery, Solution Planning, Prototyping, Early Adopters), what they involve and when to double back The importance of cutting your losses with Early Adopters, and not succumbing to the temptation to do absolutely anything to keep a customer on board if you've proved it doesn't make sense for you in the wider context of your product The risks of coming to the end of the process with a niche product for a limited audience, and how to make sure that the things you're building are made generic for an entire market What comes after the B2B Innovator's Map and the importance of aligning next steps with your leadership team to take your learnings to the big time And much more!   Buy "The B2B Innovator's Map" "Most new enterprise software products fail to generate a profit. They fail not because of technical challenges, lack of funding, or market conditions. Instead, new products fail because most companies build products that don’t satisfy a market need, so customers don’t buy them. The B2B Innovator’s Map is your practical guide to taming uncertainty and discovering opportunities to develop products your customers will be eager to buy."   Visit The Book Website for more info. Contact Daniel You can find Daniel on LinkedIn or DanielElizalde.com.