When Casey Neistat announced that he, Candice and the family were moving back to Manhattan, you might have heard a collective cheer from his many fans and followers, rising just above the distinctive 'bzzzz'ing' sound of his beloved Boosted Board motors. What many don't know, is the impact Casey had on my life, along a number of tangents, Boosted Boards being one, but more importantly, the lessons learned about content discovery in an asynch content consumption world. These are lessons I've try to incorporate in my content strategy, and teachings. And while I should have recorded it on my board or OneWheel, let me invite you to join me on a morning coffee walk, a bit less precarious, and less wind noise. Shot on my Samsung S21 for something different. I also read somewhere that most podcasts don't get past episode 20, so what better way to celebrate moving past that post, and doing something special for 21, on S21, like we did something special for Episode 13.So without further delay, and with my B2B marketing, product, and communication pros in mind, Lessons from Casey.

Martina Lauchengco is a fantastic B2B tech marketer, who learned from some of the brightest in the business, on a few of the most important software products ever, including Microsoft Word, Microsoft Office, and the first browser wars, between Netscape Navigator and Microsoft Explorer. She's worked for Bill, Marc, and Ben, and splitting early career time between Microsoft and Netscape provided an early graduate level experience in two very different methods of delivering software. Microsoft's rigorous methodology and process, Netscape's focus on speed, speed, ship, course correct and ship again.

In her new book LOVED, Martina meticulously sets the table, then works through the details, of laying a solid product marketing foundation, significantly increasing the probability of success for sales, engineering, and the entire company. Marketing is a function, not a personality type. It take work, not magic, and Martina clearly lays out the concepts in easy to follow detail.
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In this far ranging discussion, Martina shared her insight on some core marketing concepts like framing, story telling, product market fit, pricing, packaging, and bundling. Martina's guidance on content, have a point of view, perhaps provocative, break through the noise. The desired goal of modern marketing is to work into the day's attention and conversations by incorporating education, entertainment, and emotional connection. The target response (less specific than a CTA link), have your content be discovered by the people that matter, excite the audience so that that a) their intellectual curiosity is sparked & they need to learn more and b) intellectual curiosity sparked and a burning need to share with someone. Lots more in the book and the inter view. Martina is always fun, educational, engaging and thought provoking. A great teacher with fantastic work life lesson stories.
Thanks again Martina, Congratulations again with LOVED, quite a undertaking.