? ? ? ?Welcome.
After a couple guest blog posts here and here on www.rocketwatcher.com (Thanks, April, for letting me sit in), it's time to start my own product marketing blog. That's me in the mauve shirt when I was doing product marketing at Google if you want to know what I sound like.
I like talking to customers and asking questions that get to the heart of the matter - to what the REAL value is. Understanding what's important - how the customer is materially impacted - is what will set your product marketing, sales training and web site apart from all the MABUSHI that's out there. I'll focus on how to get to that value with tips, hints, tricks and more than a few stories.
By now you are probably wondering what MABUSHI is. I first heard the term when I started working at an Israeli company in the late 90's. (I'm at my third now). The Israelis often used it in training classes, marketing meetings, strategy sessions, etc. Us Americans thought it was some derogatory Hebrew word or slang term, based on context and the tone of their voice. They would dismiss something as, "That's just MABUSHI." Finally, someone screwed up enough courage to ask what it meant, really. They replied, "It's an acronym for MArketing BUllSHI@."
Talk about an eye-opener. Israelis tend to be fairly pragmatic and quickly grow impatient when they think you're wasting their time. And they're not shy about letting you know, either. It was a great test bed for every piece of collateral we created. If we got the "MABUSHI" label, it was back to the drawing board. If not, we knew our technical buyers would at least read what we produced.
If you think about it, 'No MABUSHI' is also what's behind the Pragmatic Marketing paradigm, buyer personas and the discipline of viscerally understanding your audience and what's important to them. Seth Godin is all about 'No MABUSHI' though I don't think he's ever thought of it that way. Ask yourself, "Is this MABUSHI?" every time you produce something, edit someone else's work or read a website. You'll be glad you did and you (and your customers) will notice the difference.
Maybe I'm starting a crusade (not the first) but if just one person stops screaming about their shiny new red thingy and starts talking about how red resolves their customer's core problem and thus reduces the amount of MABUSHI in the world, then I will be happy. Juding from all the MABUSHI I see on web sites these days, it's either a no-brainer or an unattainable task.