Articles by Gibson Biddle
- Branding for Builders
Gib discusses the importance of branding for builders, and how Netflix has used it to build an effective product and brand. He defines a brand as the story that builds a relationship between a customer and a product, including positioning, customer benefit, personality, aspiration, and emotion. He outlines two models that can be used to define a brand: 1. The positioning model which includes positioning, customer benefit and personality 2. The brand pyramid which adds aspiration and emotion. He then gives examples of how to use these models, and how Netflix has used them to build their brand. Finally, it gives tips on how to test and measure the efficacy of the branding.
- Hacking Your Product Leader Career
Gibson provides a map for how to become a product leader, and covers: 1. The Required Technical & Functional Leadership Skills for a Product Leader 2. Embracing Creativity & Risk, Including Framing Your Career Hypotheses 3. How to Build a Personal Board of Product Advisors
- How to Run a Quarterly Product Strategy Meeting: A Board Meeting for Product
Gib's quarterly product meeting format brings together leaders from across the company with the goal of balancing focus and discipline vs. innovation and debate around product strategy.