In an AI market moving faster than anyone predicted, positioning is no longer a once-a-year exercise — it’s a living, strategic discipline. And the companies that win are the ones who learn how to stand out without losing connection to what customers actually care about.

In this episode of Marketing Genius Unpacked, host Josh Porter, founder of Bit of Genius Consulting, sits down with Luke Steven, marketing strategist and author of Superpositioning: How to Create a Brand That’s Both Different and Relevant. Luke’s work focuses on helping companies escape category sameness, craft memorable narratives, and build positioning that guides the entire business — not just the marketing team.

With a background that spans tech startups and global B2B brands, Luke blends behavioral science, storytelling, and strategy into a practical framework built for modern GTM teams. This conversation goes deep into how growth-stage AI companies can sharpen their message, evolve their differentiation, and avoid brand drift in a noisy, hype-driven ecosystem.

Josh and Luke unpack the real meaning of “different and relevant” — the core idea behind superpositioning. They explore why companies slide into category clichés, how to spot when your positioning is no longer working, and what it takes to create a narrative your entire organization can follow.

Topics covered include:

The strategic tension between differentiation and customer resonance

Why most brands accidentally sound the same — and how to break the pattern

Practical signals that your positioning needs an update

How to turn positioning from a marketing slogan into a company-wide decision framework

How AI’s rapid evolution forces teams to rethink positioning faster and more intentionally

Luke breaks down the exact traps companies fall into, and how leaders can escape them with positioning that feels bold, clear, and true.

If you’re building or scaling an AI product, your positioning might be the most important — and most misunderstood — part of your strategy. This episode gives you a field-tested lens for evaluating your narrative, aligning cross-functional teams, and building a brand that customers instantly understand.

You’ll walk away with clarity on:

How to build a message that wins attention and trust

How to know when your story is outdated

How to create a positioning system that actually guides product, sales, and marketing

Why relevance matters just as much as differentiation in an AI-driven market

Luke’s perspective is sharp, practical, and rooted in work with real companies navigating real competitive pressure. If you’re tired of vague positioning or messaging that doesn’t move revenue, this conversation will reset your approach.

This episode was created for AI scale-up leadership — founders, GTM leaders, product marketers, and product teams responsible for shaping how their product is understood by the market.

If you’re working to refine your narrative, differentiate in a crowded category, or align internal teams around a shared story, this conversation is built for you. It’s equally valuable whether you’re pre-launch, mid-scale, or redefining your category position.

Marketing Genius Unpacked is the playbook for building and marketing AI products that win. Hosted by Josh Porter of Bit of Genius Consulting, the show features candid conversations with builders, strategists, and storytellers shaping the future of AI.

Each episode unpacks the frameworks, decisions, and narrative strategies behind world-class go-to-market execution — helping AI leaders turn complexity into clarity, and innovation into traction.

📬 Subscribe to The Genius Guide to AI Product Marketing:

🎧 Listen on Apple Podcasts, Spotify, or YouTube.

In the fast-moving world of AI, the line between Product Management and Product Marketing has never been blurrier — or more essential. The most successful AI companies are the ones where product and marketing don’t just collaborate; they co-create.

In this episode of Marketing Genius Unpacked, host Josh Porter — founder of Bit of Genius Consulting — sits down with Yariv Adan, Founding General Partner of Ellipsis, to explore how product and marketing teams can work together to turn technical innovation into market-winning clarity.

Before founding Ellipsis, Yariv spent more than 15 years at Google, where he led product for Google Assistant and helped shape the evolution of conversational AI. His experience gives him a rare perspective on how to connect product innovation, storytelling, and customer understanding — three pillars that define the success of every growth-stage AI company.

Josh and Yariv unpack what it takes to build alignment between product and marketing when you’re scaling an AI company. They explore:

✅ How product and marketing can co-own the customer narrative from roadmap to launch

Yariv shares lessons from his time at Google and Ellipsis — from managing complexity in AI product development to empowering teams to tell one consistent story across engineering, marketing, and go-to-market.

This isn’t theory. It’s the inside look at how AI leaders build products that are as understandable as they are intelligent.

AI innovation moves fast, but communication often lags behind it. This episode explores how to close that gap — so your product vision, message, and customer value move in lockstep.

You’ll learn how to:

Translate deep technical capability into market clarity

Build tighter alignment between PM, PMM, and GTM functions

Create messaging frameworks that scale as your product evolves

Avoid the pitfalls of siloed launches and misaligned storytelling

If you’ve ever found yourself saying, “We just need to explain this better,” this conversation will give you the blueprint for doing exactly that — with insights from one of the most experienced AI product leaders in the world.

Yariv’s approach reinforces a truth that every founder and product marketer eventually learns: great technology isn’t enough. To win, you need the story and the structure to make customers care.

This episode is for AI scale-up leaders — founders, GTM executives, and heads of product or marketing — who are navigating the challenges of scaling intelligent products in a noisy market.

If you’re working to align your teams, sharpen your story, and accelerate adoption, this episode will help you:

Build stronger bridges between product, marketing, and sales

Improve collaboration across functions without slowing innovation

Ensure your market narrative evolves with your technology

Because the real genius isn’t just in what you’re building — it’s in how clearly you can communicate it.

Marketing Genius Unpacked is the playbook for building and marketing AI products that win.

Each episode features conversations with the builders and storytellers shaping the future of AI — from CMOs and PMMs to founders and product leaders scaling the next generation of intelligent companies.

Hosted by Josh Porter, founder of Bit of Genius Consulting, the show breaks down how great AI companies translate complexity into clarity, and innovation into traction.

📬 Subscribe to The Genius Guide to AI Product Marketing for frameworks and insights featured in every episode:

🎧 Listen to Marketing Genius Unpacked on Apple Podcasts, Spotify, or YouTube — and start building your playbook for AI product success.

In the world of AI and enterprise software, one of the most underrated — yet absolutely essential — partnerships is between Product Marketing and Sales Engineering. When these two functions operate in sync, magic happens: messaging gets sharper, demos become more persuasive, and customers see real value faster.

In this episode of Marketing Genius Unpacked, host Josh Porter, founder of Bit of Genius Consulting, sits down with Todd Lewis, a Sales Engineer with experience at Kore AI, LivePerson, and HackerRank, and a graduate of the United States Naval Academy. Todd has built his career helping customers connect the technical depth of AI products with the real-world outcomes they enable — a skill that lies right at the intersection of storytelling and engineering.

Together, they unpack what it takes for Product Marketers and Sales Engineers to build mutual trust, share insights, and create customer engagement strategies that win.

You’ll learn:

✅ Why the Sales Engineer–PMM relationship is often underdeveloped — and how to fix it.

Todd also shares practical advice on building empathy between teams — and why the best GTM organizations don’t just hand off assets; they co-create the story together.

This episode is especially valuable for product marketers, technical sellers, and GTM leaders inside AI and growth-stage companies who are looking to strengthen the bridge between product expertise and market strategy.

Because as Josh and Todd discuss, great go-to-market isn’t about who owns the message — it’s about how the story gets told.

If you’ve ever wondered how to make your SE team your biggest ally, or how to help your product marketers translate complex AI capabilities into customer outcomes, this conversation will give you the frameworks, language, and mindset to do just that.

🎧 Tune in to hear how the most successful AI companies are connecting product, marketing, and sales in new ways — and what lessons you can take back to your own team.

Marketing Genius Unpacked is the playbook for building and marketing AI products that win. Each episode features leaders shaping how AI products are positioned, launched, and scaled — from CMOs to product marketers, founders, and storytellers behind the world’s most innovative growth-stage companies.

Hosted by Josh Porter, founder of Bit of Genius Consulting, the show brings together lessons from real-world GTM leaders who’ve mastered the art of turning technology into traction.

🧠 Subscribe to The Genius Guide to AI Product Marketing for insights, playbooks, and strategies featured in the show:

🎧 Listen on Apple Podcasts, Spotify, or YouTube — and start building your playbook for AI product success.

AI is everywhere in marketing. From drafting emails to researching trends, from building slides to shaping first drafts of talk descriptions—tools like Gemini, ChatGPT, and others are changing how we work. For speakers, product marketers, and event leaders, AI offers speed and efficiency like never before. But here’s the truth: no matter how good AI gets, there are things it cannot replace.

In this episode of Porter’s Product Marketing Podcast, we’re joined by Mark Ferrone, an Event Marketing Leader and Content Strategist at Google Cloud. Mark has built his career helping enterprise customers understand and adopt cutting-edge AI, data, and cloud technologies. With deep experience in messaging, positioning, and go-to-market strategy, he specializes in translating complex technical capabilities into stories that resonate with customers, partners, and global audiences.

Together, we explore what AI can do to help speakers prepare—and what only humans can bring to the stage. 🎯 In this episode, you’ll learn: How AI tools can accelerate research, ideation, and early drafting for talks Why the discovery session—that first human conversation—remains the single most important moment in story development The role of personal anecdotes and lived experience in connecting with audiences, especially when the subject is technical or complex Why practice and rehearsal with human coaching are irreplaceable for refining delivery, building confidence, and shaping emotional connection

The importance of speaker coaches in polishing delivery and bringing out authenticity How production teams elevate a speaker’s impact—and why trusting them makes you part of a show, not just a presentation 🚀 Why this episode is worth your time: AI can draft words. It can suggest slides. It can mimic tone. But it cannot replicate human connection—the subtle humor, the lived experience, the story that makes an audience lean in and say, “I see myself in this.” Mark shares practical wisdom from years of preparing executives and technical leaders for high-stakes events.

His insights will help you: Use AI effectively without losing your authentic voice Build stronger narratives by weaving in personal stories Gain confidence through rehearsal and coaching Collaborate more effectively with event production teams Deliver talks that inspire, educate, and connect This isn’t a conversation about replacing speakers with AI—it’s about empowering speakers with AI, while doubling down on the uniquely human elements that make presentations memorable.

🧠 Who this episode is for: Product marketers preparing executives or customers for speaking engagements Event marketers shaping content for keynotes, panels, and breakout sessions Founders and leaders who want to connect authentically with their audience Speakers looking for ways to blend AI efficiency with human impact Anyone navigating the balance between technology and storytelling

🎧 Porter’s Product Marketing Podcast brings you deep-dive conversations with product marketing leaders, storytellers, and strategists—sharing what works (and what doesn’t) when it comes to launches, positioning, messaging, and influence.

📰 Want more frameworks and insights delivered to your inbox? Subscribe to Porter’s PMM Posts → https://porterspmmposts.substack.com

💬 If you’ve ever wondered how to use AI without losing the magic of human connection, this episode is for you. Listen, take notes, and bring these lessons into your next talk.

Every product marketer knows the thrill—and pressure—of a product launch. But a launch is just one piece of the puzzle. The real challenge? Designing a go-to-market strategy that not only creates buzz on day one, but also drives long-term adoption, customer love, and revenue impact.

In this episode of Porter’s Product Marketing Podcast, I’m joined by Jonathan Pipek, founder of Blue Manta Consulting. Jonathan has over a decade of experience helping B2B SaaS companies sharpen their product marketing strategy, positioning, and go-to-market execution. From early-stage startups to global enterprises, he specializes in bridging the gap between product teams and customers—aligning stakeholders, building scalable foundations, and ensuring launches drive measurable results.

If you’ve ever asked yourself “Where do I start when building a GTM plan?” or “How do I know if this launch was successful?”, this conversation is packed with the clarity and frameworks you need.

The first steps Jonathan takes when building a go-to-market strategy, and why the foundation matters more than the assets.

How to prioritize segments, personas, and channels when resources are limited.

The most common challenges teams face in GTM execution—and how PMMs can bridge the gap between strategy and reality.

Which metrics truly measure GTM success, beyond surface-level launch buzz.

Jonathan brings both strategic thinking and hands-on experience, making his insights immediately actionable.

Too often, GTM is treated as a checklist: build a deck, publish a blog, run a webinar. Jonathan reframes it as a holistic strategy that aligns the product, the customer, and the market.

You’ll walk away with a clearer understanding of how to:

Lay a strong foundation for GTM that scales.

Focus on the right audience instead of trying to “boil the ocean.”

Spot the pitfalls where GTM efforts usually break down.

Define success with metrics that actually prove market impact.

Whether you’re launching a new product, entering a new market, or refining your GTM motion, Jonathan’s frameworks will help you build a strategy that lasts.

PMMs responsible for launching new products or features.

Marketing leaders looking to align teams around a unified GTM plan.

Early-stage founders needing structure for their first GTM motion.

Anyone who wants to move beyond tactics and build strategic GTM foundations.

🎧 Porter’s Product Marketing Podcast brings you deep-dive conversations with the sharpest minds in product marketing—breaking down what works (and what doesn’t) when it comes to launches, positioning, storytelling, and growth.

📰 Want more frameworks and insights delivered straight to your inbox?

💬 If you found this episode valuable, share it with a teammate, your sales counterparts, or anyone gearing up for their next big launch. GTM is a team sport—and the more aligned you are, the more successful you’ll be.

Every product marketer knows that great messaging is the backbone of a successful go-to-market. But here’s the truth: most messaging is built on guesswork, assumptions, or recycled competitor language. The result? Copy that looks fine on paper but falls flat with customers.

In this episode of Porter’s Product Marketing Podcast, we tackle the critical question: How do you ground your messaging in research that actually resonates?

To answer it, I’m joined by Chris Silvestri, founder of Conversion Alchemy, where he helps SaaS and eCommerce companies turn more visitors into customers through strategic copywriting and UX-focused messaging. Chris has a background in software engineering and a passion for psychology, which he combines to create messaging that’s both technically precise and emotionally compelling. Beyond his client work, Chris is also a prolific writer and trainer, teaching teams how to think and write with clarity, empathy, and impact.

If you’ve ever struggled to translate customer insights into sharp positioning or wondered why your value proposition isn’t sticking, this episode is for you.

Where to start when conducting research for product messaging

The methods that uncover real customer insights—not just surface-level validation

How to translate raw research into copy that clicks with buyers and internal stakeholders

The most common mistakes PMMs make in research and how to avoid them

Why customer language is often the best raw material for messaging

Research for messaging is often overlooked or rushed. Teams are under pressure to launch quickly, so they write first and test later. But Chris shows how flipping that process—research first, message second—creates copy and positioning that truly lands.

He breaks down not only the “how” of research (interviews, surveys, win/loss analysis, and beyond), but also the “so what”—how to actually use those insights to shape value propositions, positioning statements, and campaign messaging.

You’ll walk away from this episode with practical frameworks and a clearer sense of how to make your messaging customer-backed, not marketer-invented. And you’ll hear examples of where product marketers often stumble—like confirmation bias or talking to the wrong personas—and how to avoid those traps.

In a noisy market, the companies that win aren’t always the ones with the best product. They’re the ones with the sharpest story, rooted in real customer truth. Chris shows you how to get there.

PMMs looking to sharpen their positioning and messaging

Marketers who want to add more rigor to their copywriting process

GTM leaders trying to align teams around research-backed narratives

Founders and early-stage teams searching for their first resonant value proposition

Anyone tired of messaging that looks good in a deck but doesn’t move customers

🎧 Porter’s Product Marketing Podcast brings you conversations with some of the sharpest product marketing minds—from launch specialists to storytellers, strategists, and customer experts. Each episode is packed with tactical insights you can apply immediately.

📰 Want more frameworks and insights like this delivered straight to your inbox?

💬 If you find this episode valuable, share it with your team—or with a PMM friend who’s ready to take their messaging from guesswork to grounded.

A behind-the-scenes example of AI in action during a product launch The mindset and skills product marketers need to thrive in an AI-enhanced environment Yi Lin doesn’t just theorize—she shares frameworks, lessons, and specific tools she’s used in the field.

You’ll leave this episode with a more grounded perspective on what’s possible, what’s practical, and what’s still hype.

🚀 Why this episode is worth your time: We’ve all heard the headlines: “AI will replace marketers,” “Prompt engineering is the new Excel,” “You need 12 tools to stay competitive.” But what does that actually mean when you’re writing a launch deck, building a value prop, or trying to educate sales? Yi Lin helps demystify the chaos and gives PMMs a way to step into AI strategically, not reactively. She brings experience from working in early-stage startups and growth-stage teams—and now coaches PMMs on how to uplevel their careers in a rapidly evolving landscape. Her insights are grounded, honest, and focused on value over novelty.

🧠 Who this episode is for: Product marketers feeling overwhelmed by the AI tools explosion PMMs looking to streamline content creation, research, and positioning Leaders trying to enable their teams with AI without burning them out Job seekers aiming to stay competitive with evolving tech Anyone who wants to make smarter, faster marketing decisions with AI If you’re looking for a “how-to” conversation that blends curiosity, practicality, and a little inspiration—this episode hits the mark. You’ll come away with not just tool recommendations, but a framework for thinking about AI’s role in your product marketing strategy.

🎧 Porter’s Product Marketing Podcast features deep-dive conversations with the sharpest minds in B2B SaaS. We break down what works (and what doesn’t) when it comes to launches, positioning, cross-functional alignment, and the future of the PMM role.

📰 Want more frameworks, insight, and inspiration—straight to your inbox? Subscribe to Porter’s PMM Posts → https://porterspmmposts.substack.com

Product marketing is more than frameworks, messaging, and launches—it’s about people. At its core, success in PMM comes from relationships: the trust you build with product teams, the credibility you earn with sales, and the network you nurture across the industry. When your relationships are strong, your influence grows—and so does your impact.

In this episode of Porter’s Product Marketing Podcast, we’re joined by Tamara Grominsky, the Founder of PMM Camp and a product marketing leader with a rich background that includes leadership roles at Kajabi and Unbounce. With a master’s degree from Simon Fraser University and a bachelor’s from York University, Tamara has built her career around strategic storytelling, thoughtful influence, and one of the most undervalued superpowers in marketing: relationship management.

This conversation is a must-listen for anyone who’s ever felt like product marketing is stuck between teams—and is ready to turn that in-between space into a position of leadership. In this episode, you’ll learn: How to build and nurture strategic relationships as a PMM What it takes to earn trust—not just visibility—across cross-functional teams Why influence inside a company often matters more than authority How external networking can grow your career, your skill set, and your confidence Tactics for staying top-of-mind and valuable across your internal and external networks How to manage and maintain authentic connections, even at scale Why this episode is worth your time: You can be the most strategic, technically skilled, and creative product marketer in the room—but if you can’t build trust and navigate relationships, your best work may never see the light of day.

Tamara shares real, practical insight on how to become a connector inside your organization: someone who brings teams together, communicates with empathy, and influences decisions early—before the positioning doc is even drafted. She also talks about how to expand your influence beyond your current role—by investing in meaningful industry relationships, sharing your thinking publicly, and finding your voice through networking that doesn’t feel transactional.

If you’re looking to have more strategic impact, get invited to the right conversations, and build a PMM career that opens doors—not just decks—this episode is packed with tools and mindset shifts to help you grow. Who this episode is for: PMMs looking to strengthen their internal influence and collaboration Product marketers struggling to gain traction with sales, product, or execs Marketing leaders coaching junior team members on stakeholder management Early-career PMMs looking to grow their external presence and industry network Anyone who wants to lead through trust, not titles

🎧 Enjoy this episode? Subscribe to Porter’s Product Marketing Podcast for more conversations with the most thoughtful minds in product marketing—covering everything from storytelling and launches to cross-functional leadership and career growth.

📰 Want more frameworks, insight, and inspiration—straight to your inbox? Subscribe to Porter’s PMM Posts, a free newsletter for B2B product marketers. Each edition includes tactical guidance, sharp positioning ideas, and real-world stories from the field.

👉 https://porterspmmposts.substack.com 💬 Found value in this episode? Share it with a teammate, mentor, or PMM friend—and help us spread the relationship-first approach to marketing leadership.

In today’s product marketing landscape, storytelling is often treated like the garnish—something you layer on once the strategy is set and the assets are ready. But what if it’s actually the main course?

In this episode of Porter’s Product Marketing Podcast, we’re joined by Elliott Rayner, CMO at OWOW and a global product marketing leader with past experience at ARION, Babbel, and ASICS. With an MBA from the University of Madrid and a bachelor’s from Copenhagen Business School, Elliott has helped shape stories that connect across industries, cultures, and audiences.

Together, we explore what it means to make storytelling a strategic function in your product marketing—not just a creative one.

In this episode, you’ll learn: How to embed storytelling early in your product marketing strategy—not just at the end What storytelling looks like in a B2B context and how it differs from B2C The frameworks Elliott uses to shape story-first go-to-market motions How to balance narrative with data, especially in high-stakes decision environments The role of storytelling across the funnel—from initial awareness to post-sale retention How to build a culture of storytelling inside your company (even when teams are metric-driven)

Why this episode is worth your time: Storytelling isn’t fluff. It’s a strategic asset—and one of the most effective ways to turn technical features into memorable, differentiated messaging. Elliott breaks down how to create stories that do more than sound good—they align teams, engage customers, and actually drive business outcomes. You’ll leave with a better understanding of how story fits into product marketing’s most critical functions: positioning, cross-functional influence, GTM execution, and customer resonance. He shares not just why story matters, but how to make it part of your daily work—through content, campaign planning, product launches, and internal alignment. If you’re a product marketer who’s tired of the phrase “we just need better messaging” with no framework to back it up, this episode will give you tools to do something about it.

Who this episode is for: Product marketers looking to move beyond feature-based messaging GTM leaders trying to build stronger internal alignment through narrative Brand or content marketers seeking to partner better with product teams Founders or PMMs building early-stage positioning frameworks Anyone trying to make complex products easier to understand—and more memorable

🎧 Loved this conversation? Subscribe to Porter’s Product Marketing Podcast to hear from experts who’ve done the work—whether it’s crafting global narratives, scaling GTM teams, or launching AI-powered platforms.

📰 Want more content like this in your inbox? Subscribe to Porter’s PMM Posts—a free newsletter from your host, Josh. You’ll get weekly frameworks, case studies, and strategic insights for modern B2B product marketers: 👉 https://porterspmmposts.substack.com

💬 Know someone who’s trying to bring more story into their marketing? Share this episode with them—and keep the conversation going.

The best product marketing doesn’t stop at launch—it lives in the hands of your happiest (and sometimes loudest) customers. That’s why the relationship between product marketing and customer marketing is so critical—but also so often underdeveloped.

In this episode of Porter’s Product Marketing Podcast, we’re joined by Andrew, the Customer Marketing Lead at Google. With a background that includes roles at Oracle and Trifacta, plus an MBA from Boston University and a bachelor’s from Assumption University, Andrew brings a rare blend of strategic product thinking and hands-on customer advocacy. He’s sat at the intersection of customer feedback, product launches, reference programs, and retention campaigns—and in this episode, he breaks down exactly how product marketers and customer marketers can work together to create a flywheel of trust, proof, and impact.

Whether you’re trying to gather stronger customer quotes, create better case studies, or just improve alignment with the customer marketing team down the hall, this episode delivers practical, tested advice.

In this episode, we cover:

How product marketing and customer marketing differ—and where they overlap

Why alignment between the two functions can supercharge GTM and post-sale strategies

The most effective ways PMMs can collaborate with customer marketers during and after launches

How to leverage customer advocacy to refine messaging, build credibility, and fuel demand Best practices for turning customer stories into high-impact content

How to set up shared KPIs and communication rhythms that create long-term alignment

Real examples from Andrew’s work at Google and Oracle that show what great collaboration looks like

Why this episode is worth your time:

Too often, customer marketing gets left out of the strategic GTM conversation until the last mile—just in time to ask for a quote or rush a case study. But in reality, it should be baked into your product marketing engine from day one.

This episode will help you reframe customer marketing not as a downstream content factory, but as a strategic partner that strengthens your messaging, powers your launches, and builds long-term credibility with your market. If you’ve ever struggled to get references for a launch, had sales ask for “just one more proof point,” or felt like you’re not tapping into your happiest customers enough—this one’s for you.

You’ll also hear Andrew’s answers to our rapid-fire round, including:

His favorite marketing tool

The most underrated skill in product marketing

The biggest mistake to avoid

One thing he wishes he knew when he started And his favorite podcast

Who should listen:

PMMs looking to improve how they partner with customer marketing Customer marketers seeking better alignment with product teams

GTM leaders who want more consistent post-launch momentum

Anyone responsible for customer advocacy, reference programs, or proof-point content

Product marketers launching in new verticals or customer segments 🎧

Enjoying the show? Subscribe to Porter’s Product Marketing Podcast for conversations with the most thoughtful minds in PMM—from SaaS to storytelling to strategic alignment.

📰 Want even more insights like this in your inbox? Subscribe to Porter’s PMM Posts, the free newsletter for modern B2B product marketers. Every issue includes frameworks, narrative strategies, and actionable thinking you can use right away. 👉 https://porterspmmposts.substack.com

💬 Know someone in PMM or customer marketing who’d find this episode helpful? Send it their way. Better collaboration starts with better conversation.