Jeff Lash

VP, Group Director

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How to Charge More, Offer “Less” and Get Better Conversions

Jeff Lash May 31, 2013

Having a small pricing differential between your mid-tier and top-tier offerings and offering other valuable benefits with the top tier can be a useful strategy to entice customers to choose the top-tier option.

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Blog

Respect Your Competition

Jeff Lash May 22, 2013
Product managers and marketers are naturally competitive. They want their products to win in the marketplace, and they want to beat the competition. This trait is important to the success of a product manager or product marketer. However, it’s important to balance support and bias toward your product with the realities of the marketplace. There’s […]
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Simplify Market Research by Framing Your Objectives as Questions

Jeff Lash April 16, 2013
Understanding potential customers and their needs is one of the most important elements in developing a successful offering. Market research activities like customer interviews and observational research are great ways of understanding needs, problems and opportunities. However, before running out to start talking with buyers, put together a simple research plan. It doesn’t need to […]
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If You’re in Product Management, You’re in Marketing

Jeff Lash March 11, 2013

Maybe you’re not part of the marketing structure on the org chart. Maybe you’re not in the marketing department. But you are most certainly in a marketing role.

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New Research on Innovation Investment Allocation

Jeff Lash March 7, 2013
Note: Interested in learning more? Make sure to attend the SiriusDecisions 2014 Summit on May 21-23 in Orlando, FL. I will be presenting The SiriusDecisions Innovation Strategy Framework: One Year Later − where I’ll discuss the results of research on innovation strategy, lessons learned from organizations that have used the Innovation Strategy Framework framework for strategic planning, […]
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Product Development: Meet Minimum Buying Criteria Before Exceeding Them

Jeff Lash February 5, 2013
At the airport recently, I saw an advertisement for a cell phone that boasted about its 215 hours of talk time – joking about how other cell phone users were hunting for an outlet to plug in their chargers while users of this cell phone still had power. The manufacturer was trying to brag about […]
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What B2B Buyers Really Want

Jeff Lash January 30, 2013
You’ve probably heard the saying, “No one wants a drill, they want a hole in the wall.” The idea behind this quote is that what customers say they want – a drill – is just a means to the end; namely, a hole in the wall. Unfortunately, this is only part of the story. If […]
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Blog

Product Management: Should You Eat Your Own Cooking?

Jeff Lash January 3, 2013
Would you purchase a car from a BMW salesperson who drives a Honda? Would you eat at a restaurant where the chef doesn’t eat the restaurant’s food? There’s a common expression called “eating your own dog food,” meaning that you should use your own product or service. After all, if you don’t believe in what […]
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Blog

Three Problems With Product Roadmaps

Jeff Lash November 21, 2012
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product’s vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is […]
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Blog

What Elections Can Teach Us About Competitive Strategy

Jeff Lash November 7, 2012
With the election season now (finally!) having passed, it’s time to ask: Did we actually learn anything? Aside from all the griping about negative advertising, campaign spending and over-focus-grouped talking points, there’s a story about how political history can provide clues into competitive strategy. In the 1930s, husband and wife Clem Whitaker and Leone Baxter […]
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Blog

A “Hail Mary” Approach to Product Launch?

Jeff Lash October 18, 2012

Many organizations struggle with product launch, ending up with ineffective and costly go-to-market failures. Similarly, some football teams run too many unsuccessful plays, struggling week after week to make any progress.

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