PODCAST · business
Product: Knowledge
by Graphos Inc.
Want to launch your product with confidence and avoid costly mistakes? Product: Knowledge brings you behind-the-scenes conversations with successful entrepreneurs, bestselling authors, and product marketing experts who share their hard-won insights and practical strategies.Each episode dives deep into the real challenges of bringing products to market — from pricing and positioning to building customer loyalty and breaking into new markets. Host Laurier Mandin, founder of Graphos Product and author of "I Need That: Creating and Marketing Products People Are Compelled to Buy", draws on 30+ years of product launch expertise to extract actionable advice you can apply to your business today.Whether you're:An entrepreneur preparing to launch your first productA CMO looking to optimize your go-to-market strategyA product leader expanding into new marketsOr simply fascinated by what makes some products soar while others flopYou'll discover proven frameworks, real-world case studies,
Episodes
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How to Sell (Literally) Tons of Product
Episode Summary What does it actually take to sell tons of product … not as a metaphor, but by the truckload? In this episode of Product: Knowledge, Laurier Mandin shares real-world product marketing case studies where slow or stagnant sales turned into explosive growth. In one case, a barbecue...
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Words That Make Wins for Product Teams, with Ali Rakhimov
Product manager, entrepreneur, and author Ali Rakhimov joins Laurier Mandin to talk about how better communication can make even the most ambitious products take flight. From building payment kiosks for K–12 schools to leading multimillion-dollar initiatives at Macy’s, Ali shares how simplicity,...
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The Psychology of Premium Product Pricing: What Makes Buyers Pay More
Why do some buyers eagerly drop thousands on a luxury item, then balk at paying a fraction of that for something useful and well-made? In this solo episode of Product: Knowledge, Laurier Mandin unpacks the Premium Buyer Paradox and explores the psychology behind premium pricing. From Dyson’s...
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The Missing Link Between Great Products and Great Sales, with Heather Inocencio
Building great products is only half the battle—the other half is building them with marketing success baked in from Day One. Too many product teams operate in isolation, creating features customers don't understand or positioning that marketing can't sell. Heather Inocencio has cracked the code…
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Getting from DTC to Retail Without Wasting Time and Money, with Paul Jarrett
The path from direct-to-consumer to retail success is something many product makers dream about, but it's also where countless promising products have gone to die. Bad logistics choices, bloated inventory, and unnecessary costs can sink even great products before they ever reach a store shelf.…
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Making Customers Say, “I Need That” – The Art of Irresistible Products
In this special episode, host Laurier Mandin introduces his new book, "I Need That: Creating and Marketing Products People Are Compelled to Buy." Drawing from over 30 years of marketing experience, Laurier shares key insights on how to create products that resonate deeply with consumers. Key…
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Cracking the Conversion Code for your Product, with Chris Smith
It can be infuriating how much time your marketing efforts take—especially when they get zero traction. Wouldn't it be great if you could focus on acing activities you know will generate results? Chris Smith, cofounder of Curaytor and author of the bestselling (and newly revised edition of) “The...
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Getting to “Aha!” in Product Validation, with Darshan Mehta
It's not unusual for product makers to be terrified by the mere notion of product validation work. Often over-invested emotionally and financially in the product, they're afraid of what they might learn. And many don’t have confidence in their approach to conducting validation research. But the...
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Pricing a Product for Long-Term Profit, with Dan Balcauski
Nearly all product companies grapple with pricing. What model is the best fit? How do you maximize the market value for a novel product without losing customers when it comes time to pay? Dan Balcauski has spent 15 years helping product makers solve exactly these challenges. As founder of Austin,...
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The Secret System Behind the World’s Top Products, with “Brands Don’t Win” Author Stan Bernard
Ever noticed that while most brands battle constantly with competitors for small gains, leaders like Apple, Tesla and Amazon play in an entirely different sphere? Stan Bernard, author of “Brands Don't Win” believes it's because the branding game is a lost cause. In this episode, he tells you how...
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Selling Products After Facebook with Maureen Mwangi
R-RRIP! That was the way we've marketed and sold products for ages, being torn apart. Facebook, Google Ads and other digital ad platforms have been hammered by consumer privacy implementations, making it impossible for many advertisers to sell their products online profitably. Meanwhile, a...
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When Your Product Needs a Breakthrough, with Margie Agin
Selling an innovative product relies on making change. And there can be a lot of resistance to adopting a new product of any size, but especially for B2B products with long sales cycles and complex onboarding processes. Margie Agin, author of Brand Breakthrough and chief strategist of Centerboard...
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Explosive Product Launches, with Spin Jammer & SearBQ Creator Michael Sandeen
We talk a lot about the high failure rates of consumer products. It’s a tough road, and launching a hit product is a rare event. Michael Sandeen is an innovator who’s exploded those odds—and he’s now done it twice. Thirty-five years ago Michael created Spin Jammer, a uniquely spinnable flying…
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Product Branding Straight from the Heart, with Emily Soccorsy & Justin Foster
Consumers have had enough of phony product brands. Fabricated figureheads like Betty Crocker and the Marlboro Man ruled the twentieth century, but social media and customer reviews have permanently altered the landscape. Not only can we handle the truth—we demand it. While everyone talks ad…
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Pricing Your Product for Sales and Growth, with Ajit Ghuman
Pricing can make or break any product. Set it too high, and even best-fit customers will take a pass. Too low and you’re devaluing the product, stunting growth and possibly starving it for cash. But how do you craft a pricing structure that is just right—and be confident it is? And then how do…
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Solving Product Gaps to Ignite Growth, with Author Étienne Garbugli
As a 3-time startup founder and 5-time entrepreneur, Étienne has worked in the trenches of building tech companies and introducing innovative products. In “Solving Product,” he has created a reference book to help product creators through the many complex puzzles from ideation to startup, growth,...
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Do You Need to Patent Your Product? with IP Strategist Trevor Prentice
If you’ve been involved in creating and marketing a new product, you know all too well the danger of having your ideas stolen or copied. In fact, it probably keeps you up at night—just as it did for innovators like Steve Jobs. Patenting the features that make your product unique is a common...
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Positioning an Innovative New Product While Minimizing Risk with April Dunford
Product positioning is essential to sales, and you simply can’t scale without getting it right. Yet most marketers and executives can’t even tell you what positioning means, much less how to do it. April Dunford is on a mission to change that. As an internationally recognized product positioning...
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The Secret “Buy Button” in Your Customer’s Brain, with Neuromarketer Patrick Renvoisé
What if science could prove that marketers are doing EVERYTHING wrong? Patrick Renvoisé is a brain scientist who has co-authored two books claiming that is exactly the case. At SalesBrain, the consultancy where he is Chief Persuasion Officer, Patrick has helped over 100,000 CEOs identify and…
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5 Best Practices for Launching New Products in Tough Economic Times with Michael Eckhardt
Taking an innovative product across the commercialization chasm from the Innovators and Early Adopters to the much larger Early Majority is an immense challenge at the best of times. During a crisis—or in the days following one—it often becomes even harder. Yet with the proper focus, chaos can…
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Why Should I Choose Your Product? with Author Ian Chamandy
Marketing is all about differentiation. The leaders behind every product brand have thought about, rehearsed, or delivered an elevator speech about why you should choose their offering—but VERY few have baked in a concise way of articulating it to their customers. If you create physical products,...
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Creating a Product for a New Market, with Samuel Greene of ZOOM
Podcasting is just complicated enough to introduce anxiety and resistance for those who might otherwise want to try sharing their voice. A new audio market segment of "podcast mixer-recorders" aims to address the complexity problem. Podcasting is complicated because usually more than one speaker…
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How to Rock Your Product’s Kickstarter with Jackson Cunningham
Inspiration for a new product can come from anywhere—even a pet store. Once you’re inspired and you’ve got a fire in your belly, you need to find a way to make your idea real. Having ideas is easy; paying for them, not so much. Some startups use their own money or try to find angel investors. It...
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Creating an Unforgettable Brand Name for Your Product with Author Jeremy Miller
Naming a company is more complicated than naming a baby. It just is. There’s more family involvement. Is the product for men, women, seniors; is it for a particular activity or sport that has its own jargon and vocabulary? What country is the product going to be sold in—now and down the road?…
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A Guide to Innovative Product Development with Kyle Handfield from Ventrify
For our first episode of 2020, we go to the very heart of product launch: the product development cycle. It used to be that if you had a product idea you had to not only finesse the ideation, but somehow cobble together a development team for each stage of the process. For first-time inventors or...
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Finding the (Real) Truth in Product Validation with Rob Fitzpatrick
If you ask Mom what she thinks about your new product, she’ll lie and tell you it’s fabulous — even if nothing could be farther from the truth. When you’re launching an innovative product, product-market fit is essential. That means knowing a sufficient, reachable customer base will be more…
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Worry-Free Manufacturer Sourcing and Logistics with Daniel Sande
Manufacturing in China is different. How different is hard to describe if you’ve never seen it. It’s not that there are cities with factories. There are cities OF factories. And those cities often specialize in a particular kind of manufacturing. Competition is extreme and cutting corners is...
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Licensing Your Product for Royalties and Risk Reduction with Trevor Prentice
Paragraph A licensing deal can be transformative to an inventor or product brand. It can open up new markets and create ongoing passive income. But doing it wrong can be a nightmare and leave piles of money on the table. In our fourth instalment of Product: Knowledge, we did a fly-over of...
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Go Where Your Market Is with Justin Jackson - Part 2 of 2
A little research into “Product Marketing” and the name Justin Jackson will show up, a lot. Whether he’s running his podcasting platform Transistor.fm, his bootstrapper community MegaMaker, writing his blog, juggling multiple podcasts and Twitter accounts while being daddy to his four kids…
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Go Where Your Market Is with Justin Jackson - Part 1 of 2
A little research into “Product Marketing” and the name Justin Jackson will show up, a lot. Whether he’s running his podcasting platform Transistor.fm, his bootstrapper community MegaMaker, writing his blog, juggling multiple podcasts and Twitter accounts while being daddy to his four kids…
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Videos That Sell Products, With Stephanie Testa
Video, at least television, has been around for a long time. Commercials and product demos have been around forever. So why are we talking about video as though it’s something new and mysterious? We’re talking about video because digital marketing adds complexity and sharability. Video is a cool...
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Surprise & Delight: How Packaging Can Be Your Competitive Advantage with Dave Hopkins
If you’re preparing to launch a new product—or have ever relished the experience of removing one from its packaging—this episode is for you. The popularity of “unboxing” is just one illustration of how important product packaging has become. Packaging is no longer merely to “protect, deliver and...
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The Complete Product Development Cycle, with Filip Valica
Filip Valica is a mechanical engineer who has worked for large corporations and as founder of The Product Startup has coached numerous product brands through his development and launch process, a comprehensive view of the product lifecycle that begins with an original idea and culminates with...
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Why People Buy - Part 1 - JTBD for innovative products with Alan Klement
Part 1 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better. Klement's "Jobs…
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Why People Buy - Part 2 - JTBD for innovative products with Alan Klement
Part 2 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better. Klement’s...
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Crossing the Chasm: Launching an Innovative Product for Mass Adoption
Bryn, Laurier, and Andreas discuss ideas from the classic book, “Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers” by Geoffrey A. Moore. Until Moore’s book codified and revolutionized how marketers think and talk about product marketing, a “customer” was...
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What Product Brands Need to Know about Intellectual Property Law with Erika Murray
Life in the information age has transformed what we mean by "products." A product used to be anything you could taste/touch/feel. Today, information about a products is just as, or more valuable, than the product itself. Securities laws and Intellectual Property (IP) law are all about the legal...
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What's in a Brand Name?
Haagen Dazs and Doritos are made-up words, meant to sound Norwegian and Spanish. Your own name is the sweetest sound you've ever heard. But what would have happened had Jeff Bezos given Amazon his preferred name: Cadabra (as in Abracadabra)? What if Starbucks had used its first choice: Cargo…
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Obsession Branding
Obsession brands are everyone's standout favourite. Consumers will pay more, wait in line, or travel out of their way to get the brands they're obsessed with. But what's really so special about one brand versus another? Why do consumers flock to one product, and ignore nearly identical…
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Why Product Marketing Isn't Just Marketing Products
Welcome to Episode 1 of Product: Knowledge is an introduction to Product Marketing, which isn't just marketing products. Graphos specializes in Product Marketing - which takes businesses from product development, market research, and consumer engagement. Host Bryn Griffiths talks with Laurier...
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ABOUT THIS SHOW
Want to launch your product with confidence and avoid costly mistakes? Product: Knowledge brings you behind-the-scenes conversations with successful entrepreneurs, bestselling authors, and product marketing experts who share their hard-won insights and practical strategies.Each episode dives deep into the real challenges of bringing products to market — from pricing and positioning to building customer loyalty and breaking into new markets. Host Laurier Mandin, founder of Graphos Product and author of "I Need That: Creating and Marketing Products People Are Compelled to Buy", draws on 30+ years of product launch expertise to extract actionable advice you can apply to your business today.Whether you're:An entrepreneur preparing to launch your first productA CMO looking to optimize your go-to-market strategyA product leader expanding into new marketsOr simply fascinated by what makes some products soar while others flopYou'll discover proven frameworks, real-world case studies,
HOSTED BY
Graphos Inc.
CATEGORIES
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Frequently Asked Questions
How many episodes does Product: Knowledge have?
Product: Knowledge currently has 40 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Product: Knowledge about?
Want to launch your product with confidence and avoid costly mistakes? Product: Knowledge brings you behind-the-scenes conversations with successful entrepreneurs, bestselling authors, and product marketing experts who share their hard-won insights and practical strategies.Each episode dives deep...
How often does Product: Knowledge release new episodes?
Product: Knowledge has 40 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Product: Knowledge?
You can listen to Product: Knowledge on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Product: Knowledge?
Product: Knowledge is created and hosted by Graphos Inc..
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