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Beyond Product Paperback – May 7, 2019
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"Invaluable insights for entrepreneurs on all aspects of marketing... an easy-to-read, powerful framework, supported by numerous lessons learned from many business leaders and entrepreneurs." - Steve Mankoff, Partner, TDF Ventures
"I've been advising early-stage startups for over a decade, and every question I routinely get asked is answered by Jill in this book." - Martina Launchengo, Operating Partner, Costanoa Ventures & Partner, Silicon Valley Product Group
"One of the Best New Business Books of All Time" - BookAuthority
"The best products don't always win and it's often marketing that determines which companies thrive and which fail. This is a must read for all tech founders." - Judy Loehr, Founder, Bayla Ventures
"A True Layman's Guide to Marketing...I ordered copies of this book for every single member of my company." - Kate Bradley Chernis, CEO/Founder, Lately
"Valuable Guide For Anyone Wanting to Pull in More Customers" - Kare Anderson, Emmy-winning journalist, TED speaker, Author
"Soley and Wilms do important work here: broadening the discussion from (just) development or (just) product definition to conceiving, validating, delivering and promoting real products." - Rich Mironov, Tech Product Exec/Consultant, Mironov Consulting
"Believe me, as someone who works with a lot of companies from startups to established giants, you NEED this book." - Janet Fouts, Author, CEO, Tatu Digital Media
"A smart book for growth" - Sean Hyde-Moyer, Co-Founder, Magic Pixel Games
From the Back Cover
It's the Golden Age of the entrepreneur with hundreds of thousands of new apps being created monthly, with tools and platforms that can help them bring their great idea to a reality. Entrepreneurial fever has hit.
But the great idea alone won't get you there. A great idea needs a great strategy to help it into the marketplace. It needs a plan for finding and connecting that idea to the right market. In Beyond Product, marketers Todd Wilms and Jill Soley bring over 50 business leaders, entrepreneurs, and investors together to help founders take their organization through various stages of growth, overcome obstacles and learn from common mistakes. Readers discover:
- What marketing work needs to happen long before a product is built
- When to bring on the first marketing hire
- How to find great resources--even on a budget
- What founders should focus on at each stage of their growth
- How founders can control their exit, even if it is far in the future
For every founder who ever found it lonely at the top,
this roadmap serves as a coveted best friend as you launch your great idea into the market!
- Item Weight : 9.1 ounces
- Paperback : 170 pages
- ISBN-10 : 1642791253
- ISBN-13 : 978-1642791259
- Product Dimensions : 6 x 0.39 x 9 inches
- Publisher : Morgan James Publishing (May 7, 2019)
- Language: : English
- Best Sellers Rank: #1,076,062 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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Its painful to watch ambition and optimism slowly turn into frustration and pessimism. Many of the people I encounter are incredible at their given talent (usually programing or hacking of some sort) but because their skill sets are so liner. And they lack the financial abundances to hire the appropriate infrastructure. They give up on dream, bow their heads and eventually disappear from the community.
Granted not all startups are good ideas or their product is somehow needed in this world. But what a shame when that is not the case and the technology and someone’s dream is lost in arduous task of bringing that product to market. This is a book that acts like a field guide on how to obtain the resource’s needed to not necessarily create a great product. But package, and deliver it!…..
P.S. It looks like if you pre order the book there is a chapter written by Facebooks and Equinox gyms in house Doctor/Chiropractor on life hacks of how to manage your body while your primary focus is surviving the rat race.
Building a business takes a whole lot more than just having a killer product, it has to be something the consumer wants and creating better ways for them to find it.
While it’s natural for founders and their teams to focus on the products, they often don’t do their homework to find out who their market is and what they need.
Beyond Product helps us ask a question we should ALWAYS ask at the start “Does My Idea Have A Customer?” and then the authors follow through with how to locate and connect with the right fit in the marketplace. Believe me, as someone who works with a lot of companies from startups to established giants, you NEED this book.
They say common sense is a misnomer because it's not so common. This is a book of common sense as it relates to marketing through the lens of a startup founder. For experienced marketers this is nothing new. For founders and startups, and small businesses in general where there are no "hired" marketers and it has to be handled by people not familiar with marketing, this is a great primer. The advice is not rocket science, but it is well thought out and, as any good marketer will do, it tells a really good story. The story is how to *think* about marketing when you're not a marketer. And it takes you on the journey from product development to exit. Yes, *exit*. That's an exceptional element of the book.
I highly recommend it for any founder or early employee at a startup. It's an easy read and you can tell Jill Soley and Todd Wilms are speaking as much from experience as from their own research for the book.
This book provides entrepreneurs great insights and practical stories on how to take a product to market and win in the marketplace.
The problem is entrepreneurs sometimes fail into a trap: they builds great products and then, when it comes time to promoting those products, the marketing fall short. This book provides a solid framework to avoid the marketing trap, by providing best pratices and anchoring them with great stories and case studies.
Right now I'm doing some side consulting and I bought this book for every founder I work with. Yes, it's that good.
Top reviews from other countries
I liked the format of the book which systematically tells the story of marketing to help a Founder understand the value of implementing marketing resources into the business model, and using that as a competitive advantage to grow then exit. This is every Founder's unspoken dream. The book is not only instructional, it has real CEO insights and quotes from CEOs. While written for Entrepreneurs of Tech start ups , I recommend this book for anyone who is unable to tie the value of marketing resources to a CEO's performance scorecard because that lack of understanding is prevalent at the C Suite.
I also have a bit of a personal connection with this book. I have had the fortune of working with Jill Soley at close quarters in a high-growth startup environment. And I have been a firsthand witness of seeing many of the lessons used in this book being applied in practical scenarios.
Reading this book has only helped further those lessons and apply them to my current job at an early stage startup.