Today’s topic is how to launch new products successfully. To follow-along, download our 10th annual workbook, How to Make Your Number in 2017 and turn to the product strategy section. Flip to the Product Launch and Messaging phase on pages 143 – 146 of the PDF.
Our guest today is Toby Williams, SVP, Chief Product and Strategy Officer for Ellucian. Ellucian is the world’s leading provider of software and services for higher education institution, serving more than 2,400 institutions and 18 million students worldwide.
Toby is responsible for driving product management and strategy, corporate development, and M&A. Watch as Toby outlines the steps to launch a new product, and how the product leader develops messaging to defeat the status quo.
In the first segment of the show, Toby answers these questions:
- Please describe your product launch process.
- How should a product leader developing messaging that defeats the status quo?
- Do you have a “why change” story and how was it developed?
The second segment covers messaging frameworks and ‘Why Change Now?’ Watch as we discuss how Toby uses the client voice and stories to tell the Ellucian story. We discuss the power of leveraging the clients voice to describe the solution. This includes the voice of the buyers and users of the solution by positioning the users as heroes.
In the final segment, Toby answers this hypothetical question; If a new company hired you tomorrow with a mandate to launch new products, what would you do, in what order, and why? Watch as Toby outlines an action plan in depth that describes the steps to launch a new product.
Evaluate your Product Launch and Messaging strategy at a deeper level by downloading our 10th annual workbook, How to Make Your Number in 2017. Turn to page 143 of the PDF and review the Product Launch and Messaging of the Product Strategy.