WEBVTT NOTE This file was generated by Descript 00:00:02.000 --> 00:00:03.899 Oh, thank you very much. 00:00:05.880 --> 00:00:08.890 So product management is about creating new products or creating 00:00:08.890 --> 00:00:10.830 new markets for existing products. 00:00:11.290 --> 00:00:14.690 But if, like Shakespeare says, there's nothing new under the sun, so how is 00:00:14.690 --> 00:00:16.669 it that you're to create something new? 00:00:17.049 --> 00:00:21.779 The, the product companies that I admire the most are the ones that, that package 00:00:21.799 --> 00:00:26.329 or talk about their products in very different ways, even if it's the same 00:00:26.330 --> 00:00:28.470 product that 17 other companies have. 00:00:28.830 --> 00:00:32.830 I now make cheese, and I make a high end fish. 00:00:32.910 --> 00:00:38.000 French artisan style cheese that my market doesn't necessarily understand. 00:00:38.010 --> 00:00:43.350 So in order to talk about it differently, with a recipe that's, that's existed 00:00:43.350 --> 00:00:47.640 for hundreds of years, again, nothing new under the sun, how do I talk to my 00:00:47.640 --> 00:00:51.440 audience in a way that they get it, they understand it, that it's approachable 00:00:51.470 --> 00:00:52.880 and they can use it every day. 00:00:53.160 --> 00:00:57.170 So what we did is we created a concept cheese from a French tradition of 00:00:57.170 --> 00:00:59.000 using a fromage blanc for breakfast. 00:00:59.239 --> 00:01:03.895 We concepted that out and called A new line of cheeses, breakfast cheeses. 00:01:04.205 --> 00:01:08.765 We took these to market in a way, really with a dialogue that does, that did 00:01:08.765 --> 00:01:12.935 not exist in the United States about cheese and about breakfast cheeses 00:01:12.965 --> 00:01:14.545 and talked about them differently. 00:01:14.965 --> 00:01:19.559 And upon launching those a year and a half ago, we took best New product 00:01:19.570 --> 00:01:21.020 at the fancy food show in New York. 00:01:21.050 --> 00:01:22.899 We took best cheese the next year. 00:01:23.039 --> 00:01:27.809 We've won probably 20 awards and recognition for those and have had 00:01:27.809 --> 00:01:31.269 placements now nationally because we're talking about a cheese 00:01:31.269 --> 00:01:34.289 that tended to be very high end, intimidating and unapproachable. 00:01:34.290 --> 00:01:39.410 And we've made that dialogue and that interaction with the market 00:01:39.419 --> 00:01:42.320 very, very different because we talk about it differently. 00:01:42.774 --> 00:01:48.205 So, in software or in soft cheese, it's the same thing. 00:01:48.345 --> 00:01:51.374 The features and the benefits don't necessarily matter. 00:01:51.375 --> 00:01:54.884 What matters is how you talk about your product to your audience in a 00:01:54.884 --> 00:01:56.335 way in which they can understand. 00:01:56.634 --> 00:02:01.124 My software could have the same features and benefits that Microsoft has, or my 00:02:01.155 --> 00:02:05.155 soft cheeses could have the same features and benefits as another cheese producer. 00:02:05.375 --> 00:02:09.484 But what matters is how I package that and how I talk to my market 00:02:09.484 --> 00:02:12.920 about it in a way that It's unique and innovative, and perhaps even 00:02:12.920 --> 00:02:15.180 irreverent, that changes the market.