One Knight in Product

The Importance of Getting Your Product Launches Right (with Derek Osgood, Founder & CEO @ Ignition)

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An interview with Derek Osgood. Derek is a former Playstation product manager who turned to product marketing and realised that there was a big problem keeping aligned with product management around go-to-market launches. He's now started Ignition, a go-to-market platform aiming to help solve this problem and get teams releasing products more effectively.

We talk about a lot, including:

  • The mission behind his conpany Ignition and how they're trying to solve the problems many product marketing teams have getting products out to market
  • How he chose the features for the MVP of his product, how he realised that this limited feature set wouldn't do the trick and why he had to go wide to cover a variety of smaller pain points to really win in the market
  • Why he advocates white glove treatment and eschewing product led growth for early products in order to get good early customer feedback, but how you should still follow PLG principles to ensure you have a compelling user experience
  • Why we still need go-to-market plans even when we're living in an agile world, and how product marketing is necessarily more waterfall
  • Why it's so important to get product marketing up front to the beginning of the product development process so they know what's coming and why, and aren't just thrown a grenade at the last minute
  • The impact that a lack of launch planning can have on a release, how people can end up spending too much or too little time on the wrong things, and the importance of having a coherent launch process
  • What a perfect product launch plan looks like and why it involves the product marketing teams doing their own research to optimise their messaging, not just rewriting other people's product specs in a different style

    • And much more!

    Contact Derek

    You can reach out to Derek on LinkedIn or check out his company Ignition.

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