Keys to my wanting to read a book these days when there are so many flooding the market are these: are there actionable insights with real life examples, written by someone who has first hand experiences related to the core topic in the book? And I found myself taking notes as I read about specific ways one can identify a possible way to pull in customers by aptly launching a business that serves a very real need – and iserves that need better than other businesses. In this book, Todd Wilms provides those insights. The approach he advocates in outreach enables readers to see how to pull in customers rather than pushing at them. I am recommending this book with two friends who each have an idea about a business they want to start yet are nervous about their plans because I believe this book will help them jumpstart and grow their business faster
Its about time….Working and living in the Silicon Valley for years now I have noticed all but to familiar pattern. I watch the youngest and brightest “kids” (some adults) come out to the “wild west” to peruse their dream of owning and operating their very own start up. Many times they carry hope’s of making the world a better place with their fresh idea of some sort of technological advancement. 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!….. Highly recommend! 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.
Every year 600,000 startups are born in the US. More than 75% fail, and over half of them admit that they didn’t fully investigate the market or say their marketing attempts “just weren’t good enough” (blame it on marketing).
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.
THE marketing book for non-marketers. Startups, small business owners, even product managers at larger companies. This book is for you. Practical, ACTIONABLE, advice
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.
I've been a VP of Marketing for Tech Start-ups and more mature businesses, so I'm writing this review from that perspective.
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.
I'm a marketer and increasingly I'm looking for books that are more like reference books - ones that I can go back to from time to time to remind myself of key concepts, insight from those who have done it before, and inspiring stories that will job my memory or better yet, inspire me. Todd and Jill's book is the best one of its kind I've read in years.
Having recently moved from a large company to being a CMO at a startup, the interviews and insight in Beyond Product are spot on. I especially loved the chapter on Marketing and the importance of thinking right away about your product market fit, your GTM strategy etc...and not just relying on your product - even if it's amazing. Marketing sometimes become an afterthought, or something founders / early team members think about down the road. Beyond Product addresses this head on and goes one step further: It provides guidance on how to sequence your marketing needs and hiring - SUPER insightful and very accurate from my experience.
Sections on employee culture and bring are super insightful, as are the ones on how to focus on your Total Addressable Market early on, to creating and refining an Ideal Customer Profile to getting your pitch down - SUPER important and in many respects is what ultimately sets a success apart from a failure and allows early teams to go beyond their product to serve a customer on a deeper, experiential level.
The best part of this book is that all the insight and knowledge come from dozens of founder interviews. It was a great read and a book that I will buy for my team and leadership team.
In my experience at startups, particularly my most recent experiences, there are several functions that appear poorly understood. Sales, product management and marketing are the ones most founders and early employees intuitively know they need but struggle to articulate what they do. Founders, engineers and often designers tend to think the product is the most important success factor and assume that people in the other functions fill in the gaps. Nothing could be farther from the truth.
Beyond Product focuses on the marketing function and does so in such a clear and concise way that I think it should be required reading for all startup founders and early employees. I found myself nodding vigorously in the sections that discussed when to bring in various marketing functions and why. The scenarios described so accurately matched my experiences that I wish I could go back in time and make my founders (and me!) read this book and hopefully avoid many of the mistakes that were made.
In full disclosure, I had the privilege of working with Jill at Adobe on Creative Cloud. She was in Product Management and I was in Engineering. We've kept in touch as we both returned to startup life and she turned her focus to marketing. I believe her time spent as a successful product management leader informed her work in marketing and in this book, it shows. Beyond Product is worth the read and I suspect I will be going back to it from time to time to improve my understanding of this critical function.
Several years ago, I started a niche technology firm with (what I thought) was a terrific product. Even though I got extremely positive feedback from a couple of leading companies, I never got a true understanding of the market and eventually folded. Having this book would have made a tremendous difference in my approach. It’s extremely informative and has memorable real life examples. I also have to say that I love the authors’ writing style - very clear, concise, and fun to read.
I've made it a point to read 2 books a month. I happened to come across this book as a referral from a friend who is in the startup world. The great thing about this book is that it offers some great advice not just for those in the marketing realm but as with any great books, parallels can be drawn to many aspects of your life overall.
I would highly recommend this book to everyone. You won't be disappointed!