How to Apply Agile to Your Job Search

Yes, Agile is typically associated with product and engineering teams, but the principles can be powerful when applied to the job search. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic’s newest instructor Dan Corbin about his unique approach to finding jobs in products.

• The different stages of the job search
• Why an iterative approach can reduce feelings of failure
• How having a partner in the job search can help improve the experience

The Impact of Curiosity

“The hardest part is looking at ourselves or looking at the way we're doing things and knowing whether or not it is the most effective way things could be done and remaining open to an alternative.” - David Bard

• Recent research on curiosity
• How you can encourage curiosity at your organization and on your teams
• Strategies to stimulate and exercise curiosity
• How humility can overcome the Einstellung Effect

Pricing Case Study: Why Disney Should Charge MORE for Their $6,000 Hotel Room

This is part four of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.

• The reason why people buy the $6,000 hotel room at Disney: Star Wars: Galactic Starcruiser
• Why Mark thinks the hotel Room is underpriced
• How comparison helps the buyer justify pricing structures

• Product Portfolio Worksheet
• Isoprofit Tables
• Pricing Ownership Matrix
• Value Matrix

• The three revenue buckets and how they drive prioritization
• The three levels to pull to create and capture more value
• Which growth strategies are best based on the life cycle of a product
• The four ways to grow revenue from a single customer

Pricing Case Study: The Housing Market Teaches Why Cost Plus Pricing is a Bad Idea

This is part three of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.

• The elements driving buyer behavior in the housing market.
• The reasons why Zillow stopped flipping houses. Answer: Labor shortage and “the winner's curse.”
• How we can apply lessons learned in the housing market to B2B and SAAS companies.

• Product Portfolio Worksheet
• Isoprofit Tables
• Pricing Ownership Matrix
• Value Matrix

• The three revenue buckets and how they drive prioritization
• The three levels to pull to create and capture more value
• Which growth strategies are best based on the life cycle of a product
• The four ways to grow revenue from a single customer

>>Enroll Today 

Pricing Case Study: Shrinkflation and Why You’re Getting Less but Paying More

This is part two of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.

• Why we might notice changes in volume, features and quality more than price changes.
• How do we make changes that increase profits but don’t upset buyers or users?
• Why now might be the best time to experiment with pricing.

• Product Portfolio Worksheet
• Isoprofit Tables
• Pricing Ownership Matrix
• Value Matrix

• The three revenue buckets and how they drive prioritization
• The three levels to pull to create and capture more value
• Which growth strategies are best based on the life cycle of a product
• The four ways to grow revenue from a single customer

Pricing Case Study: When Will You Unsubscribe to Netflix?

“It wouldn’t surprise me if these latest price increases won’t work out as well as previous ones,” - Mark Stiving

• How do we get different customers with different willingness to pay to still buy our product?
• The risk of offering ad-supported cheaper versions
• Why “good, better, best” options work so well in subscription services

• Product Portfolio Worksheet
• Isoprofit Tables
• Pricing Ownership Matrix
• Value Matrix

• The three revenue buckets and how they drive prioritization
• The three levels to pull to create and capture more value
• Which growth strategies are best based on the life cycle of a product
• The four ways to grow revenue from a single customer

Pricing Isn’t the Reason You Lost

“When they say you lost on price, that’s not a good enough answer. You have to peel the onion. You have to do the work to uncover the real answer"

• How the pricing structure or model can affect customer's value perceptions (For example, large one-time payments may seem riskier to new customers than smaller monthly payments)
• Why transparency in pricing can help win more buyers
• Why the concept “people buy, not companies” should inform selling strategies

7 Innovator Archetypes (With Assessment)

• Why innovation is everybody’s job
• The 7 different innovation archetypes
• How an innovative Valentine's Day commercial sold routers in a new way > Watch It

Human-Centered Innovation: Using Design As a Strategic Advantage

This episode was recorded during our recent Product Chat Webinar.

"Human-centered innovation" is the latest industry buzzword, and knowing how to leverage this approach is essential for driving success across products, services and business models. In this Product Chat, you'll learn...

• How human-centered innovation can help shape key business plans  
• Tactics for employing human-centered innovation within your organization
• Case studies of successful applications that created stellar impact for products and offerings

Strategies to Get Buy-in for Your Idea

Expert Interview Tactics for Market Research

While you might be comfortable with the concept: NIHITO (nothing important happens in the office), getting the most out of market visits is challenging. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Joy McCaffrey, product manager at LeaseQuery about her systematic approach to market research.

They discuss:  

• How to leverage an interview questions library
• Capturing quantitative data and qualitative data by utilizing both open-ended and close-ended questions
• How to schedule time with customers, non-customers, users and executives
• Effective ways to present insights to leadership

Additional Resources
There is a new course update to Market.
This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build the product marketing strategies that deliver results.
Learn More
And, the newest course, Insight, provides you with a grounded and actionable approach to incorporating data into product practices and decisions.
Learn More

How to Solve Market Problems Like an Agile Boss With Paramount+

• How to use agile thinking to identify market problems
• Ways to solve market problems utilizing an agile workflow
• Key indicators for tracking progress and success
• and more!

How to be a Successful Product Marketer in 2022

• The responsibility of moving into a strategic role.
• The relationship between execution and strategy.
• The power behind knowing which activities and tasks to stop, not just what to start.
• How to think about buyers journey differently for renewals versus new customers.

What Causes a Launch to Fail?

Validating market problems isn’t about listening only to the noisy 20 percent of the market. Instead, it’s about understanding the needs of the quiet 80 percent too. Without validation, product teams can invest valuable time and resources into an idea that is destined to fall flat.

In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Terry Sadowski who candidly shares his experience with a launch failure.

They discuss:

• How pressure and novelty can cause you to ignore established processes that protect against launch failures
• The ways hindsight reveals all the missteps overlooked in a moment of excitement and energy
• How to move forward after a big failed launch
• Key advice to avoid a failed launch

Want to learn more about effective launches?

Launch is a course that helps you create a more strategic approach to exceed your business objectives. Learn to execute successful launches that align your entire organization around the same strategies and goals.

Enroll Today

Innovation Best Practices with Expert Instructor Diane Pierson

• The difference between innovation and invention
• Thinking beyond existing personas
• Investing in emerging opportunities
• Setting realistic expectations around innovation initiatives

How a 90-Second Launch Story Highlights Purpose and Establishes Focus

• The complicated process of a launch
• The value of having clarity on the end goal
• The components of a 90-second story

How Optimizing Communication Helps Bring a Product From Brain to Screen

Product professionals are tasked with taking what they learn from the market and making it a reality. But, to do that, you have to communicate effectively with the people building the product.

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute interviews Jonathan Lucky, scrum master at Dazn, and they talk about how to bring information to the engineering team that is digestible and usable.

Jonathan discusses:

• The value of shortening the feedback loop between the engineers and customers
• Why you should include the engineers in the buyer persona creation process to create an environment where insights are jointly-owned
• Effectively building teams and optimizing communication

Additional Resources:

[Article] Using Data-Driven Personas to Boost Business

[Article] 7 Buyer Persona Generators and Templates

Knowing who buys your products is one thing. Becoming an expert on your buyers and using that knowledge to create product marketing plans that impact the bottomline is something else.

Market is a course that helps you gain a thorough understanding of your buyers and how they like to buy so you can build the product marketing strategies that deliver results. >> Enroll Today (edited) 

How Fathom.Video Validated a Market Problem and Built a Notetaking Solution

Listening to your market might lead your efforts in a new direction. That's what happened when Richard White, founder and CEO of Fathom, began talking to his audience about the challenges of scheduling customer interviews. While scheduling was a problem, the bigger challenge was the massive time investment required to capture insights from each interview.

During this episode, Rebecca Kalogeris, VP of Marketing and Product Strategy interviews Richard about how he and his team discovered and validated a market problem and then designed an innovative solution.

Richard's solution, Fathom.Video, is a Zoom app that allows you to record and highlight notes during zoom meetings in real time. Those highlights can be assembled into a video you can share with your team. The initial waitlist for Fathom.Video is over 70K strong, but Pragmatic Institute listeners get to skip the waitlist and go directly to the front of the line: fathom.video/pod.

Listen now to learn more.

How to Add Value After the Sale

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Rod Griffith, chief client officer at MarketReach on how to help current customers discover new value in a product. Rod discusses how personal benefits can be a strong differentiator, especially when the competition focuses on business benefits. He explains how to uncover and leverage unrecognized benefits, unrecognized beneficiaries and unrecognized uses. They also explore how to remain authentic in the sales process by indirectly highlight personal benefits through conversation and questions.

How Product Teams Should Tackle Responsible AI

Guest host Michael Li—the founder and president of The Data Incubator—sits down with Aishwarya Srinivasan, an Artificial Intelligence and Machine Learning Innovation Leader at IBM. Aishwarya works cross-functionally with the product team, data science team and sales to research AI use cases for clients at IBM Data & AI. In her role, she conducts discovery workshops and builds assets to showcase the business value of the technology. Aishwarya holds a postgraduate degree in data science from Columbia University.

The two data science experts discuss the importance of building responsible AI systems that aren't harmful to society, citing examples in the media. Aishwarya shares the responsibilities of roles like AI ethicists, UX researchers, data scientists and cybersecurity officers in upholding responsible AI standards. She also highlights the key issues organizations will have to grapple with as AI continues to evolve, and she shares key takeaways for leveraging machine learning and AI to create business value. Find links to resources shared in this episode:

• Trusted-AI/AIF360 via Github
• "Adversarial attacks in machine learning: What they are and how to stop them" via VentureBeat
• "What is Adversarial Machine Learning?" via Towards Data Science

Throwback - The Modern Data Scientist at Netflix

We're throwing it waaay back to 2019 if you want to listen to one of our most popular episodes to date.  While the conversation was a couple years ago, the information remains incredibly relevant. 

Netflix is one of the biggest, most recognizable names in the world, and it’s one of the biggest, most recognizable names in data science. But what does that really mean to be a data scientist in a big company like Netflix? Senior data scientist at Netflix, Dr. Becky Tucker, joins our podcast to share her experience learning data science and working at Netflix.   

Want to learn more about data science and how you can use it in your business? Check out our Business of Data Science course, designed for business leaders looking to become more data driven. If you’re looking to take data science training like Dr. Becky, check out our TDI data science courses. And make sure you listen to our other great podcasts, and join us for the best product training in the world.

Throwback - How to Identify Rockstar Product Professionals During an Interview

A throwback this week because we want to end the year thinking about how to grow product teams in 2022. First step: Interviews. 

The wrong hire can negatively affect the entire department and the product long into the future, so getting the right people for the job is critical. Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic Instructor, Paul Young, about Product Manager X-Factors—or the skills that make a product manager excel.
He explains that being a product manager requires a diverse set of skills including soft skills like leadership, curiosity, listening, pitching and building consensus across the organization. During the conversation, Paul dives deep into some of these characteristics including why they matter and how to spot them during a job interview.

Why You Should Use the “Jobs to be Done” Segmenting for Buyer Personas

"How many buyer personas should you have?” This is the most common question companies ask when refining or starting their first persona project. In this episode, Rebecca Kalogeris, VP of marketing at Pragmatic Institute, asks Adrienne Barnes, founder of Best Buyer Persona, that question. And she answers. This conversation is all about buyer personas including, how to research, how to create meaningful segments with the jobs-to-be-done method, and whether or not you should name them.

Thinking of Customer Success as a Discipline

Customer success isn't just a department, especially in subscription businesses.

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Kirsten Butzow, senior VP of customer operations at Houghton Mifflin Harcourt, who explains why companies have to earn their customers business on a regular basis and how to do it.

They discuss that even know the product team understands the market problems, it's the customer success team that will reveal whether or not the product team hit the mark. They also outline the natural checkpoints along the way to know if the organization is staying grounded in the problems and personas.

How Offerpad Uses Market Visits to Influence Roadmaps

How often should you conduct market visits? What data should you gather? And, where does discovery fit within the product roadmap cycle? This episode is a recording from the latest Product Chat featuring Ted Best, senior vice president of product at Offerpad. During his expert presentation, he answers these common market visit questions and explain how to implement a continuous discovery strategy. He also provides an approach to using market visits to answer the “why” of the roadmap, not just the “what” and the “when.”

What the heck is a value journey?

There isn't just one type of buyer's journey, there are three: trust journey, relationship journey and analytical journey. During this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews pricing expert Mark Stiving, chief pricing educator at Impact Pricing. Not only does he explore the three types of buyer's journeys in-depth, but he also gives listeners the one question they should ask to quickly identify which journey their customer is on. He also explains the value map and why you should always assume your buyer is on a trust journey until proven otherwise.

Flashback Friday - Planning and Prioritizing your Product Roadmap

“The roadmap really should be a conversation” - Jim Semick, founder and chief strategist of Product Plan. 

Are you curious what the best framework is to plan and prioritize a product roadmap? Are you a Product Manager that wonders how often to update this tool? Listen in as Rebecca Kalogeris is joined by Jim Semick to discuss Product Plan’s annual survey results, his tried and true method of ‘value vs effort’ and his advice on updating and maintaining roadmaps that work. 

Jim explains that updating roadmaps often keeps the product conversation open, and that for how many hours product managers spend managing the roadmap each week that it’s important to share them with their teams frequently so there’s a level of transparency and understanding when something changes. Roadmaps are embodiment of strategy, building the roadmaps are a part of how you define and share that strategy across the organization.

How VRBO and Taskrabbit Increase Customer Retention and Engagement

(This episode was recorded during our recent Product Chat)

During this episode, Lindsay Hunt, director of product at TaskRabbit shares insights on customer and revenue retention and how to build products and services that keep your market coming back. She teaches how to navigate when you have two users in a marketplace, strategic angles to entice and delight customers and opportunities for revenue growth by nurturing relationships and creating products people want to buy.

Using Strategic Storytelling to Shape What You Do in The World

This episode is for anyone trying to figure out how to leverage storytelling in their role as a product manager or product marketer. The VP of marketing for Pragmatic Institute and host, Rebecca Kalogeris, interviews Matthew Woodgett, founder and CEO of Go Narrative who explains that a story isn't an artifact or finished product like a book or movie, but instead, using is a way of communicating.

He explains how stories help companies prioritize, connect departments and gain buy in for roadmaps. During the conversation, Matthew outlines an efficient and effective way to think about storytelling when you're a busy professional, which he describes as the 3D framework: Desire, difficulty and denouement.

How to Systematically Approach Competitive Objections

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, hosts Erin Neal Enterprise Account Executive at Klue. Erin explains how to systematically approach objections to win customers who are talking with the sales team. The approach taught in this episode shows how to be collaborative rather than combative when approaching objections. Erin and Rebecca also cover how to provide sales with the tools they need to be successful in their objection handling with prospects.

Klue is company that provides market and competitive intelligence software that enables competitor research and delivery of sales battlecards to B2B Sales teams.

Using Personas to Build What Customers Need (not what they asked for)

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, hosts Sandy Orlando, the senior VP of product management at CDK Global, an automotive retailing software company. Sandy explains that her objective with NIHITO visits is to listen to the customer rather than to talk to the customer, and to test a hypothesis without trying to inform it. She said that while building personas people try to prescribe a conclusion and then prove it rather than exploring.

When done well, personas can lead a product team to create solutions that lead customers to desired outcomes. At times, she said she's received feedback from customers that she didn't deliver one single thing the customer asked for but instead delivered exactly what they needed.

How to Integrate Culture and Brand

Mark Miller and Ted Vaugh, authors of Culture Built My Brand: The secret to winning more customers through company culture, join Rebecca Kalogaris, VP of marketing at Pragmatic Institute to talk about the intersection of culture and brand. They outline the 5 pillars of the brand, which include culture, products and services, the story of the company, user experiences and identity. They also explore the frustration that emerges when different departments and different people own different parts of the brand because it becomes complicated to shape culture. The conversation includes tips on how to address culture as someone who isn’t a leader at the organization. Mark and Ted explain that a marquee culture drives performance, but a bad culture can kill the brand.

How to Create Team Culture in 2021

Rebecca Kalogeris, VP of marketing for Pragmatic Institute and Cindy Cruzado, certified instructor at Pragmatic Institute, discuss how to build a company culture that is healthy and creative especially in remote and hybrid working environments. Cynthia shares how to make disagreement comfortable and common as a way to support different ideas. They both agree that having fun along the way supports all of the team-building initiatives, and they include some game ideas that their teams find engaging.

How Forbes Creates Innovative Leadership Tactics and Product Approaches Without a Model

(This episode of Pragmatic Live was captured during our recent Product Chat session)

How do product pros deliver innovative solutions to users, leverage technology and develop tactical plans without a prior blueprint or example to follow?Ebony Shears, VP of product at Forbes, to the Product Chat shared how she gains team enthusiasm and buy-in, and how she determines what opportunities are worth pursuing at the 103-year-old institution.

How to Facilitate Product-Led Communication

In this episode, Andrew Wale, the chief revenue officer at Twintag, meets with Rebecca Kalogeris, VP of marketing for Pragmatic Institute, to discuss how to use a great product as a vehicle to engage with customers and enhance their experience. He explains how to give customers information when they need it and in a user-friendly format with tools like QR codes. When customers have to navigate robust websites, they might get lost in their search for an answer. He shows how product-led communication breaks down these types of barriers and improves customer retention.

How Product Teams Can Measure Success Using a Differentiated Strategy

We are going to be a product excellence team, so how do we measure how effective we are?" - Sherwin Damdar

Rebecca Kalogeris, VP of marketing for Pragmatic Institute interviews Sherwin Damdar, director of product management and innovation at Garlock, and he shares how he uses the sales of differentiated products to measure his teams' success. He says that differentiated products must meet three criteria: They must be unique, valuable and proven. Together they talk about how product managers can find areas of opportunity by evaluating problems customers have and the solutions they are willing to pay for.

How Being a Customer Advisory Board Member Can Ignite Your Product Career

The Age of Products

What a wonderful time to be product marketing, and Pragmatic instructor, Rich Nutinsky, explains why in this episode hosted by Rebecca Kalogeris, VP of marketing for Pragmatic Institute. They discuss how the world of product management has evolved because of new technology and refined approaches to customer research. Rich also shares his own experiences as a product professional and how product training was a game-changer early in his product management career path. They conclude that we are in fact in the age of products.

Dr. Nancy Li - From Worker Bee to Business Leader

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Dr. Nancy Li, director of product, mentor and YouTuber. In this episode, Nancy gives all the details on her powerful story and some amazing tips on climbing to the top of the product industry, from worker-bee to director and beyond.

Dr. Nancy has mentored more than 100 professionals to break through in product management, check out her YouTube below.

https://www.youtube.com/channel/UCIXcpwAsd6uO6PQ7VaMbXpg

How to Design an Effective Content Marketing Team

"Demand generation at its base definition is simply generating demand for a product or service, and then converting that demand into a lead." - Charlotte Bohnett

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Charlotte Bohnett, the senior director of demand generation at WebPT. In this episode, she talks not only about what makes demand generation successful but also what qualifies as quality content marketing. As a leader in the field, she shares strategies for building effective content marketing teams from the ground up and talks about the importance of retaining the best employees on your team.

Don’t Forget the (UX) Magic: How Disney Uses Design Thinking

The Power of Subtraction

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Leidy Klotz, author of Subtract: The Untapped Science of Less. He encourages people to fight their instinct to add to projects, products and to-do lists as a way to display competence. Instead, Leidy teaches listeners how to add value to life and work through subtraction. The muscle for adding is strong for most people but subtraction takes practice and intention through prompts and reminders. During the episode, Leidy provides strategies to add subtractive solutions to their toolbox.
"Historically, adding was the only option to improve things. But now, there are so many opportunities to take things away to make things better." - Leidy

How to Manufacture Lightning in a Bottle

Listen in to our recent Product Chat with Oji Udezue, chief product officer at Parsable, as he discusses his experience and shares fundamental product systems that can accelerate your path to achieving repeatable, consistent innovation for your organization.

Managing Teams and Creating Positive Culture During Company Acquisitions

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Diana Richardson, technical product manager at Core Logic, explore the challenges that immerge with team and culture during an acquisition. Diana experienced acquisitions during her career and she shares how to navigate the uncertainty during the early stages of acquisition and how to spot opportunities rather than worry about "what ifs."

Flashback Friday - The Return to Fandom and Fanocracy

During the upcoming holiday, allow us to be your guide for some excellent product listening. We look back at one of our most popular episodes featuring David Meerman Scott.

What does neuroscience and selfies have in common?  They help create "fandom".

Join us for this episode of our Pragmatic Live Podcast to address just this, and what it means to build and keep fans. Our own Rebecca Kalogeris is joined by David Meerman Scott, to discuss his recent book, Fanocracy: How to turn fans into customers and customers into fans, to address more than just proximity, but how you can empower your fans to help you grow. We chat with David to understand what Fanocracy is, how it can be utilized and how we can tap into our existing fandom. 

How Did The Pandemic Change Product Marketing?

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Diane Pierson, an instructor at Pragmatic Institute, talk about how the product industry has evolved during the last 15 months as the world drastically changed during the pandemic. They discuss what changes they predict are permanent and what might be a temporary shift to manage a unique environment. Rebecca and Diane also talk about how to measure success when the baseline is no longer relevant, and how to put structures in place to prepare for the unpredictable."You can't know what's going to happen, but be ready to act when it does. Keep these lessons with you and use them as you go forward. I think the future is going to be different, but I think we've got a lot of promise for this role as we go forward."

The Price is Right: Understanding How Buyers Think About Value

"If your salespeople are asking for discounts that are too big or too often, then your product team hasn't given sales the tools, knowledge and confidence they need to win deals at the right price."
- Mark Stiving.

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, talks with Mark Stiving, founder of Impact Pricing, about the importance of value-based pricing. In this conversation, Rebecca and Mark explain what a value-based pricing table is and how it can equip sales teams so they can confidently and effectively approach prospective buyers.

How Ford Direct Leverages Pragmatic Training to Improve Culture and Communication

In this episode, Jennifer Romanowski, senior product manager at FordDirect, explains how training with Pragmatic Institute revolutionized her approach to product management. The host Rebecca Kalogeris, VP of marketing for Pragmatic Institute, talks with Jennifer about how she introduced Pragmatic training to FordDirect and the big changes it influenced at the company.
"I completed the pragmatic courses Foundation, Focus and Build and walked out with light bulbs going off. I believe that I was a good product manager, but now not only did I have an entire framework but I also knew how to help other product managers.

How To Say No: A System for Evaluating Opportunities

There are always more ideas than time. In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic Instructor, Amy Graham, about how to evaluate potential opportunities to determine what is worth a "yes" and what deserves a "no." The system gives every person (regardless of job title) an opportunity to feel heard while also letting the data speak to the viability of the idea.

We fell in love with these products. Here’s why.

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, Paul Young, an instructor at Pragmatic Institute, have a fun and light conversation about the products that have had a positive impact on their life. They dive into side discussions about how products can solve important and relevant problems but create new problems in the process. They also sprinkle in tips and tricks on how to create products people are excited to share with others.