Andrew Stiefel | product marketing

The Myth of the Average User

2024-12-31T00:00:00-08:00

This particular bit of history will live forever in my head.

In the late 1940s, the U.S. Air Force faced a deadly crisis: their pilots were crashing at an alarming rate, with 17 crashes in a single day at its peak. The military knew something was terribly wrong, but the cause eluded them.

Enter Lieutenant Gilbert Daniels, who conducted a groundbreaking study of 4,063 pilots. His discovery was shocking: when measuring ten critical body dimensions used for cockpit design, not a single pilot fell within the average range across all measurements. Not one.

This is the “flaw of averages” – the mathematical reality that designing for the average means designing for no one. The average user, like the average pilot, is a statistical ghost.

The Air Force’s solution revolutionized aviation: they abandoned the myth of the average pilot and instead created adjustable equipment. Cockpits with customizable seats, moveable control panels, and adaptable displays became the new standard – a design philosophy that saved countless lives.

This lesson extends far beyond aviation. While I always knew that averages could be misleading (after all, a single outlier can dramatically skew results), I never realized just how fundamentally flawed the concept of “average” could be.

The truth is simple: none of your users are average. Each person who interacts with your product brings their own unique needs, preferences, and ways of working. The key to exceptional design isn’t creating the perfect solution for an imaginary average user – it’s building flexibility into your core experience.

When designing software, you can (and should) have strong opinions about optimal workflows. But you should also embrace edge cases – whether it’s the power user who needs advanced features or the newcomer who needs a simplified interface – to create solutions that work for everyone.

Want to dive deeper into this fascinating story? Check out the original article in the Toronto Star for more details.

How to Package New Product Features

2024-10-19T00:00:00-07:00

When your company develops new innovations, a key question is: how should you package those features within your current product tiers? This decision can significantly impact customer perception of value and the ease of selling it.

There are two main factors to consider:

Perceived value – How much will customers see this innovation as something that enhances their experience or solves a problem?
Target customer size – How many of your customers would actually benefit from it?

Here’s an easy framework to visualize your options:

1. New Product or Tier

If the new capability stretches beyond the value of your existing tiers, or it could shift the positioning of your entire product, it may be better to create a new tier or even an entirely new product. This will need more effort in field enablement and communication, but it also opens the door to greater potential revenue.

2. Add it to an Existing Tier

This is the right call if the innovation fits seamlessly with the current messaging of your product. Adding it to an existing tier can make the sales process easier because you’re building on something customers already understand.

3. Make it an Add-on

Sometimes, the innovation only appeals to a small segment of your customer base. In this case, packaging it as an add-on is a good move. This way, it doesn’t disrupt your core product offering, but customers who need that extra functionality can still get it.

4. Do Nothing/Kill the Initiative

And sometimes, the best option is to not move forward at all. If the perceived value is low and only a small percentage of your customers would care about it, it might be better to shelve the idea and try something else.

Thoughts on Information Fidelity and Transmission

2023-08-25T00:00:00-07:00

There is a useful axiom to keep in mind whenever you are crafting a message for someone else, whether writing a book, filming a video, or drafting an email.

Simple ideas travel farther than complex ones

Most of us intuitively understand this. But sometimes we forget as we get into the details of whatever we are doing. That’s why I like to keep the idea of fidelity vs transmission in mind.

A book has hi-fidelity, but low transmission. You can read an author’s ideas in depth. Everything they wanted to tell you is there. But the full message — the text of the entire book itself — will practically never be remembered or transmitted, in detail, to the recipient. They may highlight the text, take notes, and summarize the text. But the full message will be lost.

In contrast, a social media post has lo-fidelity, but high transmission. The full idea is almost invariably reduced to its essential elements. Details are left out. Things become black and white. But the recipient might be able to remember the entire message, so it has high transmission.

This is why slogans are so powerful. They are easy to remember, and collect associations with other information you might have received or interacted with about a brand, politician, or idea. But they don’t have to communicate the whole thing – the recipient fills in the rest.

Why does this matter?

There is an inherent tension between fidelity and transmission in all communication. Too much information, and your audience won’t remember what you needed them to know. Too little, and the message becomes banal, or simply worthless.

There is an ethical element to navigate as well, especially when reporting or documenting someone else’s experience. Storytelling is reductive: it removes and flattens details in favor of creating an understandable narrative. The details you include or leave out will shape an audience’s understanding of the message you are communicating.

What does this look like in practice?

Practically, this is why most messaging frameworks provide multiple tiers:

Pillars — Simple, two or three word phrases
Key Message — Short, memorable statements
Proof Points — supporting statements, benefits, or other evidence

From here, you can expand into even higher fidelity forms like blog, videos, white papers, or books that expand and build on the summary provided by the messaging framework.

Closing Thoughts

We see the impact of this all the time. Stories go viral based on a bit of sensational news. But as the details come out, the original story turns out to be false. Bias and hate travels farther and faster than the nuance of compromise and collaboration.

As a writer, marketer, or anyone who works with words, how do you balance fidelity and transmission in your work?

Writing for Technical Audiences

2023-05-06T00:00:00-07:00

Whether you are marketing to software developers, scientists, academic audiences, or other specialized industries, writing is a tool that can serve you well.

But writing for technical audiences is a unique skill that requires a different set of techniques than copywriting for a consumer marketing campaign. You need not only an in-depth understanding of the subject but also the ability to convey complex information clearly and concisely.

The following tips can help you to communicate your ideas more effectively.

Know your audience

One of the tricky aspects of writing for technical audiences is knowing when to simplify something, and when to assume a level of advanced knowledge. Nothing drives developers, scientists, and other technical audiences away faster than overly simplified, 101-level writing. Occasionally, you do need 101-level content! But know what level of information your audience should already know.

For example, I often write about API technologies. In 101-level content, I might define that the acronym API stands for an application programming interface. But if I start an article for a technical audience by introducing “what is an API” and defining the acronym, they are likely to quit reading and look for a resource that is more aligned with their knowledge level.

Use clear language

When writing technical documents, it can be tempting to use complex technical jargon and terminology. However, this can often make your writing more difficult to understand, especially for those who are not familiar with the subject.

To avoid confusion, it is best to use simple, clear language that is easy to understand. This means avoiding overly technical terms and breaking down complex concepts into more digestible pieces. You should also summarize key ideas in bullet points, which can help reinforce your ideas and improve retention.

One of the most important first lessons I learned was to avoid adverbs whenever possible, especially in headlines. Adverbs typically make writing “feel like marketing” because they make broad claims (for example, “quickly, effortlessly, rapidly, always”).

Provide evidence

In technical writing, you should avoid making sweeping statements or generalizations. It is important to back up any claims you make with evidence. This could be in the form of data, statistics, or references to existing research. By providing evidence to support your arguments, you can add credibility to your writing and show that your ideas are based on solid research and analysis.

A brief word of caution: most technical audiences know what is a valuable resource, and what is marketing evidence. Use authoritative sources whenever possible, or commission relatively neutral third parties to conduct research on your behalf.

Give concrete examples

Whenever possible, show rather than tell your audience how your product works. It’s one thing to claim that something is easier. But it’s more impactful to show it in action. Rather than relying on abstract concepts or hypothetical scenarios, try to use real-world examples to illustrate your points. For example, if you are writing a user manual for a software application, you could include screenshots or step-by-step instructions to help users understand how to use the software.

Use visuals

Visual aids can be extremely helpful in technical writing, as they can help to clarify complex concepts and make your writing more engaging. This could include diagrams, charts, graphs, or illustrations. Visuals can be particularly effective when you are trying to explain a complex process or system, as they can provide a clear, easy-to-follow representation of the subject.

Incorporate storytelling

While technical writing is often associated with dry language, incorporating storytelling can make your writing more engaging and accessible. This could involve using anecdotes, case studies, or narratives to illustrate your points. Techniques like metaphors, extended analogies, and other techniques can be valuable ways to explain complex topics or frame a concept in a new way. By using storytelling, you can help your readers understand the subject on a deeper level.

Summary

Technical writing is an essential skill for anyone working in a complex field, or marketing to experts. By following these tips, you can ensure that your technical writing is clear, concise, and easy to understand, helping you to communicate your ideas more effectively to your intended audience.

A few parting questions to consider:

Are there any examples of technical writing that you particularly admire What made it stand out, and what lessons can be learned from its approach to technical writing?
What are some strategies for using visuals effectively in technical writing
Are there any tips you would add to the list above?

Additional Resources

How to Get Started with Technical Writing – tips for building your technical writing skills and portfolio
A Software Developer’s Guide to Technical Writing – useful tips for anyone interested in writing for software developers
Hemingway Editor – an excellent resource for sharpening your writing and removing those pesky adverbs

Why is Storytelling Important for B2B Marketing?

2022-06-22T00:00:00-07:00

Storytelling has been a buzzword in consumer marketing (B2C) for nearly a decade. And for a good reason. We, as humans, can’t help but tell stories. They are a critical way to convey information and build common ground.

Storytelling in B2C Marketing

When I think about storytelling in marketing, emotional, high-production ads from companies like Apple, Coca-Cola, REI, and Starbucks come to mind.

You’ve probably seen examples, especially around the Super Bowl or other significant events. For instance, in this 2015 advertisement, Apple uses Robin Williams’ speech from Dead Poets Society to sell the iPad Air.

I may not want to run out and buy an iPad right after watching this, but I do remember the ad. And I feel inspired to create something. That feeling is now associated with Apple and their products. The Apple advertisement is an excellent example of why B2C marketers rely on storytelling to build customer connections and trust.

Why Storytelling Matters for B2B Marketing

For a long time, B2B marketing has held out as a place filled with dry white papers and ebooks waiting behind lead generation forms.

But storytelling is even more critical for B2B (enterprise) marketing.

Unlike most B2C products, in B2B marketing, you are selling to groups of people who need to make a decision together. These diverse groups of individuals have unique needs and problems that need to be solved. In many cases, you may sell to stakeholders whose problems you don’t directly solve (typically C-suite leadership).

The only way to win a deal with so many people is by first uniting everyone around a common cause that turns their problems into a set of shared obstacles to overcome.

A successful story must resonate with everyone in the buying process and establish a higher-level mission to solve together.

Successful B2B marketing starts with a strategic narrative — why your company exists and what you help solve. One of my favorite examples is Microsoft’s new mission under CEO Satya Nadella: to empower every person and every organization on the planet to achieve more.

Microsoft can apply a simple story to consumer products and business tools. It can reframe whatever Microsoft sells around helping customers achieve a shared goal. That could include better healthcare outcomes, increasing student achievement, or building inclusive workplaces.

Takeaway

To summarize, storytelling is an essential component of B2B marketing because it is a powerful tool for persuasion that can help align groups of buyers around a shared narrative. With the right story, you can inspire confidence and build trust with your customers.

Let me know what you think on Twitter and LinkedIn.

How to Differentiate Your Product When You Aren’t (Really) Different

2022-06-21T00:00:00-07:00

Product differentiation communicates the unique qualities of your brand or product to distinguish it from your competition.

But what if your product isn’t unique?

Today plenty of products go to market without unique features. In the early days of B2B software, it was common to have features that no one else had in the market. Differentiation was reasonably straightforward. You would identify the unique benefit your feature provided for customers and craft a positioning statement around it.

In today’s technology landscape, differentiation with features is rare — everyone has similar functionality.

For example, you probably own a smartphone. Maybe you even own an Apple iPhone like more than 50% of U.S. consumers. But can you tell me the difference between the screen resolution on your iPhone versus a Samsung Galaxy? Are they even different?

Your opinion of that question is likely influenced by brand differentiation more than the unique qualities of either phone. Do you know how many pixels are in a Retina display? Or how that’s different than the screen on a Samsung phone?

It’s easier than ever for competitors to copy your product. But does that mean you shouldn’t build a great product? Nope.

It just means that a great product is table stakes.

Companies that are beating their competitors have a great product and build a unique market position.

Here’s how you differentiate your product from the competition:

Target a niche market segment
Tell a differentiated story
Provide valuable education
Build a community around your vision
Cultivate a partner ecosystem
Amplify employee advocacy

Each takes time to build. But don’t get intimidated—that’s the point. Your competition cannot easily duplicate your work.

Let’s explore how you can differentiate your product even when your products don’t have any unique features.

Target a niche market segment

The first mistake many companies make is targeting too large a market. When you’re trying to please everyone, you please no one.

Success starts by narrowing in on a niche in the market that isn’t being served well by current solutions. If you’re familiar with Geoffrey Moore’s book Crossing the Chasm, you might recognize this approach by another name – “land and expand.”

You may have to niche down a few times to find the right fit in the market, progressively narrowing in on a smaller and smaller customer niche each time.

But wait, you might ask, don’t I want a bigger audience?

Eventually, maybe you will. But not when you are struggling to gain traction with your first customers. The more specific and targeted you can be with your positioning and messaging, the more your product will resonate with your customers.

I think ConvertKit is an excellent example of the niche-down approach. When Nathan Barry started the company, he targeted anyone who needed email marketing. As a result, he was up against heavyweights like MailChimp, ActiveCampaign, and others. And he was failing to gain traction.

Instead of giving up, he narrowed his market to target professional bloggers and worked to address their problems. He gradually expanded to other digital creators as he gained traction with bloggers. Today the business operates at over $100,000 monthly recurring revenue (MRR).

Check out Nathan Barry’s Twitter threadc for more about his journey building ConvertKit.

Tell a differentiated story

When trying to differentiate your business, the most crucial question is not “what makes our product better than others?” Instead, it’s “why should customers care?”

The most successful businesses don’t just sell products; they tell stories and motivate customers to buy into their vision. Instead of discussing what features make your product so great, talk about why it matters. Great stories are never about your products or services. They are about how people use your products and services to improve their lives.

If you are a B2B company, tell the story about how your customers use your products or services uniquely. If you are B2C, tell the story of how consumers use your products or services to improve their lives.

Whatever story you tell, ensure it provides a unique point of view on the market you are targeting. For example, how do you understand the market? What is your unique take on how to address challenges within your space?

Drift is an excellent example of how this can work in practice. They offer chatbots for customer service. But instead of focusing on automation, they invented a new category for their product named “conversational marketing.” They worked to build leadership within that term and created a stronghold in the market despite competition from other vendors in the space.

Check out this HubSpot blog post with examples of 10 companies that brilliantly differentiated themselves from the competition.

Provide valuable education

Educate your audience about the trends and challenges you see in the market, how they can solve their problems, and how to get the most value from your product to solve those challenges.

The key is to help your customers. Whatever you create (blog, video, ebook, podcast, etc.) should help your customers learn something new. You can even take this further and provide certification or verification that they have learned a specific skill. For example, how to use your product (Microsoft Azure Fundamentals) or a particular set of skills (HubSpot Inbound Marketing).

My favorite example of education is Buffer, especially in its early days as a company around 2012–2016. Their blog consistently published valuable content about social media strategy and tactics. Then they shared it via newsletter and social media.

Personally, Buffer’s blog was invaluable when I was starting a career as a social media manager. At that time, there were no college programs or classes for digital marketing. And there weren’t that many other people who had much experience yet either. Nevertheless, we were all learning on the job. Buffer filled a gap by breaking down trends from their data and offering actionable tips daily.

Build a community around your vision

You need to do more than publish content on your blog. It would be best if you found ways to connect with potential customers one-on-one to understand their problems and how you can help.

One of the best ways to do this is by building a community around your vision. Find where your audience interacts online or in person and gradually join the conversation. If you’re already creating valuable educational content, it should be easy to chime in as questions arise. Eventually, you’ll want your audience to buy in and start sharing your vision.

Remember that a community can be centralized (Slack, Discord, Facebook Groups) or decentralized (conversations and hashtags on social media).

Different companies take different approaches depending on what they want to accomplish. For example, Nike, REI, and Starbucks have massive audiences online. As a result, they can rely on social media to amplify their brand messages and drive conversation around their brands. (The REI OptOutside campaign is a great example – people opt-in and interact around it every year.)

Other brands rely on bringing people together in a centralized space. For example, developer communities often organize around Slack or Discord as a place to discuss problems and share ideas – the VueJS community is a great example.

Cultivate a partner ecosystem

In addition to building a network with your customers, you should try to recruit partners who share your vision or philosophy. There are three main ways that partners can help differentiate your product:

1) Provide value-added services Partners function as an extension of your organization. By partnering with other companies, you can offer added value to your customers by leveraging their expertise. For example, your partners could provide anything from training and support to custom development and integration services. By providing additional services, partners can help your customers realize the full value of their investment in your product.

2) Provide product extensions and integrations Partners can provide extensions to your core product, adding new functionality and features that complement what you build. Integrations help customers build seamless workflows that address their specific use cases.

3) Generate co-sell opportunities In addition to extending functionality through integrations, partners can generate new sales opportunities by selling your product and theirs together as a bundle. Selling together is especially effective when the two products are complementary rather than competitive (e.g., CRM + marketing automation).

Once you start noticing how common partnerships are in the market, it’s hard to stop seeing them everywhere. One recent example I came across recently as a business owner was a bank – Novo. They help small business owners get started with business checking accounts.

Novo has built a partner ecosystem that helps new business owners get started faster. They offer discounts and integrations with critical partners like Quickbooks for invoicing, Stripe for collecting payments, and HubSpot as a CRM. New customers get access to these additional perks. By building a partner ecosystem, Novo helps drive business for their partners and helps keep customers invested in using Novo as their bank of choice.

Amplify employee advocacy

You automatically extend your reach when your employees advocate for your brand through their social ecosystem.

But more importantly, you can increase trust.

Customers often look to your employees as the best source of information about your company and products. According to research from Edelman, 68% of consumers say they trust technical experts from a company over the CEO or marketing material.

So why do customers trust employees?

They know more about your company and your products than anyone else
They know what your product can do – and what it can’t do
They know your competition and category and how you fit in
And most importantly: they know what matters to your customers

To succeed, you must first build a culture of trust and sharing. Unfortunately, most companies try to buy some software, implement it, and then give up when employees are less than enthusiastic about it.

A winning example, however, is Refine Labs.

The entire company is active on LinkedIn, sharing insights and commenting on posts about demand generation. Their success isn’t the result of fancy tools — the company’s CEO, Chris Walker, built advocacy into the culture through his leadership, hiring, and coaching of the team. It’s part of their core identity.

The result? A differentiated brand

The strategies above take time and a dedication to implement. That’s why they are so successful. Unfortunately, most companies fail to sustain the needed work to build a differentiated product and brand.

So now that you better understand how to differentiate your product, it’s time for action! If your product has no unique features, you can use the strategies above to differentiate your product and company from the competition.

And if you do have some unique features? Well, don’t stop promoting those just yet! You can still use these strategies to show off what makes your company special.

Let me know what you think on Twitter and LinkedIn. Thanks for reading!