On Messaging Podcast Por Josh Chronister arte de portada

On Messaging

On Messaging

De: Josh Chronister
Escúchala gratis

OFERTA POR TIEMPO LIMITADO | Obtén 3 meses por US$0.99 al mes

$14.95/mes despues- se aplican términos.
Interviews with top product marketers detailing the stories, skills, processes and advice on developing high quality messaging. Hosted and written by Josh Chronister.Josh Chronister
Episodios
  • How to Position & Message Yourself for PMM Career Growth w/Yi Lin Pei

    How to Position & Message Yourself for PMM Career Growth w/Yi Lin Pei
    Nov 18 2025

    Episode Summary

    Product marketers are masters at positioning products, but we often struggle to apply those same skills to their own careers.


    In this episode, product marketing career coach Yi Lin Pei shares her framework for self-positioning and career differentiation.


    Yi Lin breaks down the concrete steps to shift from a tactical executor to a strategic growth driver, how to evolve your personal messaging to command executive presence, and why the most important communication skill might be asking "why" before saying "yes".


    Key Takeaways

    • Position Yourself Like a Product: Apply PMM principles to your career. First, define your "destination" (where you want to go and who you want to be). Second, understand why your "target companies" would care about and value you.


    • Shift from Executor to Growth Driver: To make this leap, you must first be exceptional at your foundational skills, like creating messaging that is human and differentiated. Then, focus on building cross-functional influence and thinking like a business strategist by tying your work directly to the company's P&L and growth levers.


    • Evolve Your Language for Leadership: To gain executive presence, you must change your language. Shift from talking about "tasks" and "projects" to discussing "programs," "processes," and "playbooks" that you are building to be scalable for the future.


    • Master the "T-Shaped" Framework: A "T-shaped" PMM has a broad range of expertise across core functions (research, positioning, launches, enablement) but also develops a deep, indispensable specialty in one or two areas, such as competitive intelligence or domain expertise in a technical field like cybersecurity.


    • Tell Your Story (to a 5-Year-Old): If you struggle to tell your own career story, Yi Lin suggests practicing as if you're explaining it to a five-year-old. This forces you to simplify, cut to the chase, and focus on the "why" behind your decisions, which is far more compelling than the "what".


    • Use a Consultative Approach: When pitching an idea to leadership, don't just present one option. Instead, offer 2-3 potential options, present a data-backed analysis of the ROI for each, and then give your recommendation. This changes the question from "Should we support this?" to "Which option should we support?".


    • The Power of Asking "Why": When a manager gives you an urgent, out-of-left-field request, pause before reacting. Instead of saying yes or no, ask questions to understand the "why" behind the ask. This diffuses defensiveness, builds curiosity, and often reveals the true priority (or that the request isn't the right one).


    Chapters

    • (00:37) Why Yi Lin chose career coaching after a 2020 layoff

    • (04:40) How leaders can make others comfortable coming to them for advice

    • (07:59) Applying PMM principles (positioning & differentiation) to your own career

    • (14:47) The 3-step process to shift from a tactical executor to a strategic growth driver

    • (19:06) How to balance day-to-day tactical work with long-term strategic efforts

    • (23:31) Defining the "T-shaped" product marketer

    • (26:39) The importance of domain experience (and when broad experience is an advantage)

    • (30:55) A simple exercise for PMMs to apply storytelling to their own accomplishments

    • (33:12) Tactics to evolve your personal messaging for leadership and executive presence

    • (40:22) The single most important communication skill for handling urgent requests

    • (44:22) Yi Lin's answer to "What is living all about?"


    About Yi Lin

    Yi Lin Pei is a product marketing consultant and career coach who helps product marketers grow in their careers and advises companies on building strong teams.

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


    Subscribe to On Messaging

    • Substack: https://onmessaging.substack.com/
    Más Menos
    46 m
  • From Competitive Intel to Killer Messaging: How to Differentiate Your POV w/ Talya Heller | Down to a T

    From Competitive Intel to Killer Messaging: How to Differentiate Your POV w/ Talya Heller | Down to a T
    Sep 11 2025
    Like this episode? Clicking Like and Subscribe go further than you know. Thank you 💛Episode 14: Talya Heller, Owner of Down to a T (https://www.linkedin.com/in/talyahellermba18/) joins me (https://www.linkedin.com/in/joshua-chronister/) to break down how to weave competitive intelligence into messaging that actually differentiates. We talk about why most companies ignore competition (and why that’s a huge mistake), how to find your real positioning levers, and why product differentiation alone won’t save you. Talya also shares how to enable sales with “champion decks” and persona-specific one-pagers, why no one reads your 10-page messaging doc, and how to make messaging usable across the entire go-to-market team. We even get into localization gone wrong, multi-persona buying committees, and her favorite way to uncover the best customer language.//💡 During our conversation, you’ll learn:Why 10-page messaging docs fail How to adapt messaging for multiple personas Talya’s go-to ways to mine customer conversations How to create “champion decks” and persona one-pagersA simple framework for using competitive intel to shape messagingHow to identify the real differentiators that make customers choose youWhy ignoring your competitors is the biggest messaging mistake you can make//🎙️ In our conversation, we cover: 00:00 – Why ignoring competitors is the biggest messaging mistake00:45 – Welcome to On Messaging with Talya Heller, the “Competitive Intel Queen”02:00 – Talya’s career journey: engineer → PM → product marketer06:43 – Why she pivoted from product management to product marketing08:21 – Early impressions of marketers from the PM side09:44 – The #1 messaging pitfall: sounding the same as competitors14:33 – How much differentiation do you actually need?17:45 – Differentiation beyond product: experience, support, and community18:04 – Using competitive intelligence to shape positioning22:55 – Why no one reads messaging docs (and what to do instead)25:42 – Competition is emotional: avoiding bias in research26:09 – Where to research competitors’ ICPs and customers29:42 – How to position messaging across multiple personas36:12 – Equipping your champion to sell internally (champions decks & one-pagers)42:46 – Aligning sales and marketing on messaging and assets47:53 – Simple tools & playbooks for enabling marketing teams55:20 – Localization isn’t translation: global messaging mistakes1:01:18 – One piece of messaging advice to implement tomorrow1:02:36 – What living is all about1:03:22 – How to support Talya + where to subscribe to her newsletter Spill the T//🔦 Where to Find Talya (and more links):LinkedIn: https://www.linkedin.com/in/talyahellermba18/ Down to a T Consulting: https://www.downtoat.co/ Spill the T Newsletter: https://www.downtoat.co/newsletter //🔦 Where to Find Josh:LinkedIn: https://www.linkedin.com/in/joshua-chronister/ Newsletter: https://onmessaging.substack.com/ Spotify: https://open.spotify.com/show/3E1gduFoKQYHiLNmNLzeF4?si=c3e2bc4bd362490f Apple Podcasts: https://podcasts.apple.com/gb/podcast/on-messaging/id1787098696 //Follow On Messaging:Subscribe, like, and share if you’re a product marketer crafting messaging in B2B SaaS. New episodes drop every other week 💛#productmessaging #b2bmarketing #productmarketing #podcast
    Más Menos
    1 h y 7 m
  • Stop Selling Features — Teach a Story Buyers Remember w/ Ryan Yackel | Databand.ai

    Stop Selling Features — Teach a Story Buyers Remember w/ Ryan Yackel | Databand.ai
    Aug 26 2025
    Like this episode? Clicking Like and Subscribe go further than you know. Thank you 💛Episode 13: Ryan Yackel, CMO at Databand.ai (https://www.linkedin.com/in/ryanyackel/) joins me (https://www.linkedin.com/in/joshua-chronister/) to share why product marketers make great CMOs and how narrative design can transform product launches. We dig into how he uses storytelling to cut through complexity, why sales enablement is often more about creativity than slides, and how to keep demand gen aligned when the market shifts. Ryan also explains his approach to competitor research using AI tools like Gemini and NotebookLM, the “red box vs. green box” framework he uses with sales teams, and why he believes go-to-market execution beats having the “best” product every time.//💡 During our conversation, you’ll learn:Ways to use narrative design in product launchesA very compelling sales narrativesHow to use AI for competitive researchHow product marketing is different at a startup vs. enterprise//🎙️ In our conversation, we cover: 00:00 – The “secret sauce” in messaging: telling a story buyers remember00:35 – Intro to Ryan Yackel, CMO at Data Band01:31 – Why product marketers make great CMOs02:17 – From sales engineer to product marketing leader03:43 – Why recruiters seek CMOs with product marketing backgrounds06:02 – Product marketing as the headlights guiding demand gen08:21 – Analogies that explain the role of product marketing09:36 – Narrative design: framework for product launches12:29 – Case study: Continuous Testing at Tricentis13:26 – Case study: Machine identity management at KeyFactor14:22 – Case study: Data observability at Data Band15:30 – Bringing narrative design into IBM product launches17:44 – Where narratives live: sales decks, messaging docs, and pitches21:36 – Using reference points like Datadog to simplify complex products22:07 – Building narratives for multi-product organizations24:40 – Using AI (Gemini + NotebookLM) for competitive research28:05 – Prompt engineering for category deep dives (Collier Rosin Kranz example)30:12 – Framework mashups: April Dunford + corporate visions + AI research32:27 – The “Red Box vs. Green Box” exercise for sales differentiation36:35 – Teaching sales teams to sell stories, not features38:17 – How messaging shifts from startup to enterprise companies43:28 – Three tactics to win sales mindshare in large enterprises46:52 – AMA sessions, newsletters, and internal podcasts for sales enablement50:11 – Contrarian opinions: AI for messaging, PLG caution, GTM beats product55:46 – Why go-to-market strategy beats having a “better” product58:23 – Ryan’s #1 piece of messaging advice: define your secret sauce1:00:56 – What life is all about: gratitude, faith, and perspective1:03:38 – Where to find Ryan and his children’s book Pancakes and Mr. Bear//🔦 Where to Find Ryan (and more links):LinkedIn: https://www.linkedin.com/in/ryanyackel/ Why A Product Marketer Should Be Your Next CMO Defeat Your Prospect’s Status Quo with Unconsidered NeedsHow narrative design works in product marketingApril Dunford BooksMy Book | Watch for Free//🔦 Where to Find Josh:LinkedIn: https://www.linkedin.com/in/joshua-chronister/ Newsletter: https://onmessaging.substack.com/ Spotify: https://open.spotify.com/show/3E1gduFoKQYHiLNmNLzeF4?si=c3e2bc4bd362490f Apple Podcasts: https://podcasts.apple.com/gb/podcast/on-messaging/id1787098696 //Follow On Messaging:Subscribe, like, and share if you’re a product marketer crafting messaging in B2B SaaS. New episodes drop every other week 💛
    Más Menos
    1 h y 5 m
Todavía no hay opiniones