segmentation

Brought to you by Jira Product Discovery—Atlassian’s new prioritization and roadmapping tool built for product teams

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Oji Udezue is Chief Product Officer at Typeform and has held leadership roles at Twitter (Head of Product for Creation and Conversation), Calendly (CPO), and Atlassian (Head of Product for communication tools). He is well-known for bringing a product-led-growth (PLG) mindset to the companies he joins. Additionally, Oji mentors startups, is a Managing Partner at the Kernel Fund, and writes online about product management. In this episode, we discuss:

• Oji’s “Where to Fish to Land a Unicorn” and “Zone of Benefit” frameworks

• Why you need to find the “sharpest” problem

• How to operationalize continuous customer discovery

• Tips on optimizing onboarding flows

• Freemium vs. gated offerings in PLG

• Tactical strategies for making your product more viral

• The concept of “forest time” and how it can provide clarity in your work

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Find the transcript for this episode and all past episodes at: https://www.lennyspodcast.com/episodes/. Today’s transcript will be live by 8 a.m. PT.

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Where to find Oji Udezue:

• Twitter/X: https://twitter.com/ojiudezue

• LinkedIn: https://www.linkedin.com/in/ojiudezue/

• Substack: https://substack.com/@ojiudezue

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter/X: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Oji’s background

(03:38) Oji’s “Where to Fish to Land a Unicorn” framework

(05:26) Workflow quadrants

(09:30) How product people can push frequency 

(12:28) Oji’s “Zone of Benefit” framework

(14:49) How to find your ICPs

(15:33) ICPs at Twitter

(20:20) Oji’s philosophy on frameworks

(22:31) Oji’s upcoming book

(24:34) An explanation of “sharp problems”

(28:31) Signs your problem is “sharp enough”

(31:17) Discovery vs. continuous conversations

(35:08) Customer listening

(38:31) Onboarding fundamentals

(43:49) Activated user milestones

(45:47) The power of network effects

(50:15) An explanation of virality and how to increase it

(56:32) How to use “forest time” to zoom out and see problems in a new way

(1:00:53) Lessons from Oji’s time at Bridgewater Associates

(1:05:07) Why R&D teams need a larger system beyond Agile and design

(1:06:57) Lightning round

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Referenced:

• Where to fish to land a unicorn: https://ojiudezue.medium.com/where-to-fish-to-land-a-unicorn-in-b2b-saas-9bc93c96152c

• Coda: https://coda.io/

• Atlassian: https://www.atlassian.com/

• Finding high-frequency customers (use cases): https://ojiudezue.medium.com/finding-high-frequency-customers-use-cases-53773a753bb5

• Evernote: https://evernote.com/

• Industry PM conference: https://www.industryconference.com/

• Typeform: https://www.typeform.com/

• Build better products with continuous product discovery | Teresa Torres: https://www.lennyspodcast.com/videos/build-better-products-with-continuous-product-discovery-teresa-torres/

• Pendo: https://www.pendo.io/

• Amplitude: https://amplitude.com/

• Dan Hockenmaier on Twitter: https://twitter.com/danhockenmaier

• Seth Godin’s blog: https://seths.blog/

• A key ritual: Forest time: https://ojiudezue.substack.com/p/a-key-ritual-forest-time

• Principles: https://www.principles.com/

• Dot Collector: https://principlesus.com/dot-collector-real-time-feedback/

• The Halo Effect: . . . and the Eight Other Business Delusions That Deceive Managers: https://www.amazon.com/Halo-Effect-Business-Delusions-Managers/dp/1476784035/

• Dune: https://www.amazon.com/Dune-Penguin-Galaxy-Frank-Herbert/dp/0143111582

• Foundation: https://www.amazon.com/Foundation-3-Book-Boxed-Set-Empire/dp/0593499573

• Foundation on AppleTV+: https://tv.apple.com/us/show/foundation/umc.cmc.5983fipzqbicvrve6jdfep4x3

• Unlox: https://unlox.it/

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.

Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Are you a marker or an entrepreneur looking to level up your email marketing strategy? Email marketing has the highest return on investment of any marketing strategy – approximately $36 for every $1 spent! In this special episode of Young and Profiting Podcast, you’ll learn the six necessary steps for building an unstoppable email marketing strategy. We’ll go over how to build a buyer persona, tips for cultivating an engaged email list, the components of emails that convert, how to automate your emails, the role AI can play in your email marketing strategy, and how to test your email marketing campaigns.  In this episode, Hala will discuss: - How to create an engaged email list with lead magnets and opt-ins - The qualities of a great email subject line - Do emojis increase your open rates? - The three questions to ask yourself when building an email campaign - How to leverage automation in your email marketing strategy - The best automated email campaigns  - How AI can help you level up your email marketing campaigns - How to conduct a split test  - How Constant Contact can meet all of your email marketing needs - And other topics… Resources Mentioned: Neil Patel: Grow Your Business With These Digital Marketing Trends in 2023 | E226: https://link.chtbl.com/yap_neilpatel  Sign up for a free Constant Contact trial: youngandprofiting.co/constantcontact_yap  Full Webinar: Email Marketing for BEGINNERS 2023 | AI Campaigns, Email List Building & MORE!: https://www.youtube.com/watch?v=Y8j-O_Mofrk  LinkedIn Secrets Masterclass, Have Job Security For Life: Use code ‘podcast’ for 30% off at yapmedia.io/course. Sponsored By:   Shopify - Go to youngandprofiting.co/shopify to take your business to the next level Millionaire University - Find The Millionaire University on Apple, Spotify, or wherever you get your podcasts Constant Contact - Go to youngandprofiting.co/constantcontact_yap for your free trial today! Factor - Head to youngandprofiting.co/factor and use code profiting50 to get 50% off! Pipedrive - Go to youngandprofiting.co/pipedrive and get 20% off Pipedrive for 1 year! More About Young and Profiting Download Transcripts - youngandprofiting.com   Get Sponsorship Deals - youngandprofiting.com/sponsorships Leave a Review - ratethispodcast.com/yap Watch Videos - youtube.com/c/YoungandProfiting Follow Hala Taha LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ TikTok - tiktok.com/@yapwithhala Twitter - twitter.com/yapwithhala Learn more about YAP Media Agency Services - yapmedia.io/

April Dunford is the author of the best-selling book Obviously Awesome, a definitive guide to product positioning. She spent 25 years leading marketing, product, and sales teams and now runs her own consulting firm, helping companies of all shapes and sizes nail their positioning. April has worked hands-on with over 200 companies on positioning, including Google, IBM, Postman, and Epic Games.

In today’s episode, you’ll learn:

1. How does April define positioning?

2. How do you assess if your product’s positioning is weak? And strong?

3. What are some examples of great products with weak positioning?

4. What are the essential five steps to figuring out your product’s positioning?

5. What is the difference between positioning vs. messaging vs. branding?

6. What’s the difference between segmentation and persona?

7. When should you bring in a professional? 

8. Is it essential for a company to always figure out a differentiator and be different?

9. How does this concept help you nail sales for enterprise software?

Where to find April:

Website: https://aprildunford.com

Twitter: https://twitter.com/aprildunford 

LinkedIn: https://www.linkedin.com/in/aprildunford 

Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It 

April’s guest post: https://www.lennysnewsletter.com/p/positioning

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Thank you to our sponsors for making this episode possible:

• Amplitude: https://amplitude.com/

• Flatfile: https://flatfile.com/Lenny

• Productboard: https://Productboard.com/

Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Seriously, it’s time to make your breakthrough and discover what’s working right now for making money in our current COVID reality. In this episode, you’ll discover what marketing, strategies, and mindsets high performers are currently using to produce money in 2020.

Here’s what you’ll discover:

• 01:10 - Email marketing is extremely relevant and profitable in 2020 and is even the back bone for one of B’s multi million dollar supplement based companies.
• 1:33 When you desire to get good at anything new start by modeling real success in your desired industry or skill set. 
• 6:40 Facebook marketing is still working better than ever before in 2020 and why testing big in the beginning is key. 
• 11:58 Leadership is more necessary than any other skill set and why leadership meetings help you make more money. 
• 15:59 Creative selling of different versions of old products and services. 
• 18:30 Take the most advantage of upsells, cross sells and down sells and implement them across your marketing and selling processes. 
• The timeless benefits of joining and participating in high level, successful mastermind communities. 
• 22:53 Discover B’s mindset and routines on how to stay strong and ensure you keep your mind and body as strong as possible.

"If you want to be good at something find a company in your industry that's good and model their results." - Bedros Keuilian