Blogs
Blog posts & write-ups
I write blogs and posts on LinkedIn on subjects that I believe are important to the Product Discipline. I comment and share what I find most insightful (and sometimes funny).
The Product Discipline's Ownership
Simply put, our internal job in the Product discipline is to equip Engineering, Sales and Marketing so that they can build the product, sell the product and communicate the product in an orchestrated way. If we fail at this orchestration, we will fail at building a product business.
Positioning —The Superpower Your Business Might Be Missing
When your positioning is sharp, everything falls into place: sales conversations become easier, pricing discussions less painful, and your teams align behind a common story. But poor positioning silently sabotages many of the things you do, from sales and marketing to product development and customer retention.
The PM- PO Debate Gets Tripped Up in Swedish
(Article in Swedish) The Swedish word for "boss" has connotations that makes the discussion of what a Product Manager vs a Product Owner does more complicated than having the same type of discussion in English.
This article was first published on LinkedIn, June 30, 2023
The Why Of The Product- Have We Witnessed a Historic Event?
Is a merger of Product Management and Product Marketing the next step in the evolution of making Product a discipline of its own? Gravitating towards Go-To-Market will bring back the commercial business aspects in the Product Discipline and create balance with the Delivery side.
This article was first published on LinkedIn on Aug 3, 2023
When Agile and Digital Marketing Created a Strategy Gap
Agile and Digital Marketing impacted the evolution of Product Management and Product Marketing in the software and tech world
This article was published on LinkedIn on April 10, 2025
Customers: Keep the Good, Fire the Bad
It’s time to stop trying to keep everyone happy. Ignore your bad customers and focus on understanding what your best-fit customers need so you can win more of them.
This article was co-authored with Bill Anderson (bill@marketr.services)
More from me
Blogs, Talks, Books
Explore more of my content
Talks
Speaking
I love speaking and presenting! Here's a lightning talk I did at the conference Agila Sverige.
Here's an episode of the ProductBeats show in which I talk about my view of the Product Discipline: Episode 140: Four essential tools to level up your Product business w/ Eva Skoglund (vimeo.com)
Here's an episode of the Swedish B2B Sales & Marketing podcast where I discuss how Product Management should support business.
Another podcast I had the pleasure of joining is B2B Podden.
Books
Learning
I believe in combining experience with theory. Whenever I read something that explains a topic I have deep personal experience from, I use it as a way to frame and leverage my own knowledge.
See below for my best reading recommendations.
Product Positioning explained
Obviously Awesome
by April Dunford
A great read for any product manager who cares about go-to-market and wants to move in a commercial direction! This is already a classic book.
Learn the structure of a great sales Story
Sales Pitch
by April Dunford
How to translate your positioning into a sales story that makes you stand out and win. Learn how to frame the sales conversation so that your solution shines. This book teaches you a lot about how customers think. Master this and your sales team will love you.
Mobilize your customer for change
The Challenger Customer
by Adamson, Dixon, Spenner, Toman
How do you take B2B sales of complex products into today’s noisy buying environment with several stakeholders involved in the purchase decision? Challenger Customer (the follow-up to the successful Challenger Sale, also written by Adamson, Dixon, Spenner and Toman) gives you the answer.
Selling on value - for real
Value Merchants
by Anderson, Kumar, Narus
In B2B value always means money. Always. Forget about things, like “ease of use”, “quality design”, or “high performance”, they are benefits, not value. You need to translate your benefits into monetary value for your customers. How do you do this? You identify your points of difference compared to your closest alternative, and you set up a value equation.
LEadership
The Five Dysfunctions of a Team
by Patrick Lencioni
Learn about the five secret factors that lead to management teams failing to drive results for their companies. Lencioni also has the concept of the Number One Team connected to this idea. Powerful!
