Web Ink Now

There are no shortcuts

I'll tell you up front, it's not easy.

If you want to do something worthwhile, you need to work at it.

Many people ask me about writing a book. I've written 8 books and each one was a tough slog. If you want to write nonfiction, you’ve got to research your topic, find an angle nobody else has, do a bunch of drafts, get feedback, do several rounds of edits, and more.

Fiction is even tougher because your writing has to work on so many levels including conflict, characterization, dialog, setting, and much more.

And that's only half of it. The other half is promoting your work so people find you and get interested in what you do. It's about building a platform years before your book's publication date by blogging, doing videos, speaking at conferences, reviewing books similar to the one you wrote, being social.

There are no shortcuts.

"Diet and exercise." That’s what I tell people when they ask me how I dropped 50 pounds in a year.

Most people stop there.

Some probe for details and I usually say something like: "I eat very little starch and exercise every single morning." For most people that's enough.

Unless someone is serious about getting fit themselves (or is already fit and interested in swapping stories) they really don't want to hear that there are no shortcuts. There is no magic pill, special machine, or secret diet. It is a lifestyle change.

Very few people want to hear what it really takes. Paying attention to every single little thing that goes into your mouth and an average of 90 minutes of tough exercise every day with no excuses for things like being in a hotel room.

What are you doing now?

Are you looking for a new job? Starting a business? Beginning a blog or YouTube channel? Learning to paint? Preparing a TEDx talk?

It's not easy. Nothing worthwhile is.

But if you work hard you will be rewarded.

One of the most difficult things I've ever done is learn to surf. I took it up with my daughter and she was a natural. But I wasn't. My balance stinks. I fell a thousand times before I felt even remotely comfortable. I'm not very good but I love it. It was totally worth the effort over several years.

Your effort will be worth it too. Don't try for shortcuts.

Welcome to Seth Godin readers who found this blog from Seth's shout-out this week. I typically post twice a week.

Building inbound marketing assets are not marketing expenses

I get pushback from many entrepreneurs and business owners as well as CMOs in larger businesses about the idea of using inbound marketing because they see the investment in people to create content as a barrier. They say things like: "I cannot find money in my budget to spend $5,000 a month (or whatever the number) on content creation."

When I probe, the vast majority of these decision makers are looking at content creation in the same way as they look at other marketing expenses they currently have such as advertising, trade show booths, spending on agency retainers, and printing brochures.

Building inbound marketing assets

Thinking of your content as an expense like advertising means you always underspend.

For example, if you spend $5,000 in a given month on Google AdWords, the only thing you are buying are the resulting clicks of your ads appearing against the important phrases people search on to find your business. But as soon as you stop paying, your clicks stop too. This is the classic example of a marketing expense.

However, if you spend $5,000 in a given month to hire a freelance journalist to write a bunch of interesting blog posts relating to important phrases people search on to find your business, you will have assets that live on forever that will drive people to your content from the search engines for years to come. The content will have value many years after it has been paid for.

I started writing this blog in 2004. There are posts that I wrote many years ago that rank highly in the search engines for phrases that people search on today such as "brand journalism" "online media room" and many others.

My free ebooks are an even more dramatic example. I've gotten well over a million downloads from these efforts. Every day people download my ebooks, in some cases many years after I have written them because they enter search terms like "viral marketing" and discover my long ago created content.

Those blog posts and ebooks are assets that I own. It's not a marketing expense because the 500 or so links from Google and the other search engines I get each day are free!

It's not just me. Mike Volpe, CMO at HubSpot, looked at HubSpot sales leads from their blog. It turns out that 70% of all blog leads are from older articles and only 30% of the leads came from articles that they wrote that particular month.

In other words HubSpot blog assets that were already "paid for" in the past represented 70% of HubSpot success. Yet the way most people would calculate ROI is to value the smaller 30% of leads against the marketing spend for that month. This method gives false data.

Time to stop thinking of content creation as an expense

Almost all marketers are looking at an investment in content as a short-term expense instead of a long-term asset.

It is time we educate the decision makers that content creation is asset building. I am such a believer in this that I think we should put our blog or YouTube channel onto our balance sheet in the same way that many companies value patents or brands.

How to value your content assets

There are a number of ways we could actually value our content. None are perfect. Here are a few to get you thinking:

Value of a blog post or ebook using AdWords Value Equivalency

I propose one metric, which I coin as AdWords Value Equivalency, which is sort of similar to the traditional PR metric of Advertising Value Equivalency.

The way to calculate this is to figure out how much you would have to pay for the Google AdWords equivalent of a particular search term that you rank highly for in the natural search results because of the content you have created. Then figure out how often that phrase is searched on and calculate a value for a year (or ten years or in perpetuity).

As an example, HubSpot is currently in the #1 position for "marketing software" (nice!!). And there are also a bunch of companies buying ads against this phrase using Google AdWords. I would argue the value of that phrase as a HubSpot asset is the present value of the maximum AdWords price you have to pay times the number of searches (or the number of clicks). You could figure it out such that a keyword like that could potentially be worth millions of dollars over, say, ten years.

Value of a Twitter follower

Here is an arbitrary way that each Twitter follower is valued. Some time ago the mobile phone site PhoneDog sued a former employee when he left the company, alleging that the employee took as many as 17,000 Twitter followers with him when he left. PhoneDog estimated each follower was worth $2.50 and went to court to get the money back.

I know the dollar figure is arbitrary, but take your company's Twitter followers and multiply by $2.50. Again using HubSpot as an example, the asset they have built of 285,000+ @HubSpot twitter followers is theoretically worth more than $700,000.

I'd argue that if HubSpot were to value the company to, say, go public in the coming years that investors would be wise to look at these valuable marketing assets in evaluating the merits of investing in the company.

What about you?

Please add a comment if you are already calculating the value of your marketing assets and let us know how you do it.

Are there any creative types out there who want to build an online tool for my concept of AdWords Value Equivalency?

Disclosure: I am on the HubSpot advisory board and serve as the company’s Marketer in Residence.

How to Pitch a Blogger

I get several hundred pitches a week from well-meaning PR people.

Conversations with other bloggers suggest this is the norm, so now it is as tough to reach a blogger as it is to reach a mainstream journalist. It may be even more difficult since most of us work part-time on our blogs and we devote less time to wading though pitches as journalists.

Sadly, nearly all of the pitches I get are just plain spam.

But the good news is that I do pay attention to things that people send me. I occasionally write about them. So how do you increase your chances of getting a blogger like me to talk about you or your clients? Here are some ideas:

Don't pitch your product.
This is by far the worst thing to do. I may be interested in how people solve problems by using your product or service. But I don’t care about the product itself.

Keep in mind most bloggers have other ways to talk you up.
Don't limit your pitch to only the person's blog. Share what you think the person will be interested in, but realize you may be rewarded in a different way. In my case, I might tweet it. Or maybe it is a story is worth adding to a book I'm working on or as a riff in a speech. Don't limit yourself.

Remember, we're not journalists.
Bloggers write about whatever we feel like and we aren't obligated to "tell both sides of a story" or "cover your news." The best blogs are written by people who are passionate about a topic. Read the blog, discover the passion, and send something that the blogger will be interested in.

Don't offer guest posts unless the blogger runs them.
In nearly a decade of writing my blog, I've never run a post by a guest author. While I'm not prepared to say I never will, offering to write one for me is a sure way to have your email deleted. Make sure a blog runs guest posts before you pitch that as an idea.

Broadcast pitches are spam.
I love hearing about something interesting before others. If you've got a great example of marketing success, tell me! But don’t send me something that you also send to hundreds of others.

Never open with "Dear Blogger".
Dear Blogger tells people that you don't care enough about them to read their blog and learn their name. It's much better if you personalize your pitch with an appropriate greeting and some detail about why they were selected.

Make it short.
I won't read a long email. A few sentences about what you're pitching and why is great. If I want more information, I'll ask for it.

Never send an email attachment.
Links are okay but attachments are not.

Take care with the subject line.
Make your subject line specific. Something like "Example of newsjacking success" is a great subject line for me.

Twitter is good. Telephone is not.
It's fine to send a pitch via Twitter Direct Message or to include a blogger's Twitter ID in a tweet. The 140-character limit forces you to get to the point. But bloggers I've spoken with do not appreciate phone calls.

I've had many discussions with bloggers in recent years and most of us do like to get a well-crafted pitch targeted especially to us. We want you to reach out! Do it well, and we may write about you.

The HubSpot Culture Code: Creating a Company We Love

My friends over at HubSpot published a deck on Slideshare called The HubSpot Culture Code: Creating a Company We Love.

The presentation deck started out as an internal document years ago (it doubles as the company handbook). As a company who values transparency (and inbound marketing), they decided to share it with the community as a manifesto.

As I write this, it has generated a remarkable 384,000 views in just one month!

Culture Code: Creating A Lovable Company from HubSpot All-in-one Marketing Software

I have seen the HubSpot culture up close since I joined the company's advisory board in 2007. It is an absolute joy to walk into their ever expanding offices in Cambridge, MA. The energy and enthusiasm is everywhere. People love their work and it shows.

An organizational culture is a critically important factor that drives marketing and HubSpot proves that. The company now has about 9,000 customers and over 460 people work at the company. When I joined the advisory board it was less than 100 customers and about a dozen people worked there. Their growth rate makes HubSpot the fastest growing company in Massachusetts. They’ve raised over $100 million in venture capital to fund continued growth, having recently opened a European headquarters in Dublin.

Most senior management teams either completely ignore culture, or they try to force something unnatural onto people. Worse, some executives say one thing ("we love our employees") but their actions show something completely different.

Dharmesh Shah, HubSpot co-founder, wrote about the HubSpot Culture Code in his blog. Included in the post, are some highlights:

1) Culture is to recruiting as product is to marketing.

2) Whether you like it or not, you're going to have a culture. Why not make it one you love?

3) Solve For The Customer -- not just their happiness, but also their success.

4) Power is now gained by sharing knowledge, not hoarding it.

5) "Sunlight is the best disinfectant."

6) You shouldn't penalize the many for the mistakes of the few.

7) Results should matter more than when or where they are produced.

8) Influence should be independent of hierarchy.

9) Great people want direction on where they're going -- not directions on how to get there.

10) "Better a diamond with a flaw than a pebble without."

11) We'd rather be failing frequently than never trying.

Check out the deck and see what has been behind HubSpot’s success.

Tumi shows great customer service is excellent marketing

It is rare that I have a customer service experience where I go "Wow!"

Tumi, the travel bag company, just caused me to do so.

After many years of going through travel bag after travel bag, I decided to buy a good quality one and after some online research I invested in a Tumi Frequent Traveller in July 2009. At $600 these things are a not cheap.

I figure based on my speaking calendar alone I put nearly a million air miles on the bag since then and together we've visited some 25 countries. The bag is clearly well used, with scuffs and dirt and scars from its adventures around the world.

I didn't have any trouble with the bag for nearly four years, which is much longer than any other bag I've owned. Already it had paid for itself.

So when the retracting handle broke, I figured it was time for a new one. I wondered if it could be fixed. Probably not, I thought, but it was worth a shot.

Great customer service like that from Tumi is excellent marketing

Thinking that I'd need to purchase a new Tumi (a million miles is more than "normal wear and tear" isn't it?) I went on Sunday afternoon to the Tumi retail store at Boston's Copley Place. Charissa took one look at the bag and said she could fix it by installing a new handle mechanism "but it would take a few days."

Cool, I thought. "Please do!"

Since I wasn't able to go back to the store to pick it up, I offered to pay to have it shipped to my home.

She wouldn’t hear of it and said they would send it back to me at no cost.

Yesterday afternoon, less than 48 hours after I left the bag at the Tumi shop, UPS delivered the repaired bag to my door.

Wow!

The new handle works like a charm.

I went into the store expecting to replace the bag that served me well for four years. Instead, at no charge, it was repaired. Remarkable.

And here I am telling you.

In a world where most companies are only interested in today's transaction, great customer service like that from Tumi is excellent marketing. Some day when my bag is finally beyond repair, I'll buy another Tumi. I'm a customer for life.

And maybe you will be a Tumi customer too after hearing my story.

Or better yet, maybe you'll look at your own customer service to see how you can turn it into excellent marketing.

Proof that you can succeed at Newsjacking too

Several months ago I connected with Trent Silver, a young Internet entrepreneur, who wanted to test some of the ideas I talk about in my free World Wide Rave book and in my Newsjacking book.

Trent has been building Web businesses since he was a 15-year-old high school student(!!). He's 22 now.

I thought this would be a fun experiment so I waited for him to get back to me with a success. It didn't take long!

Cash for Purses

One of Trent's businesses is Cash for Purses, where he serves as CEO. Cash for Purses finds new homes for high quality designer purses and handbags (brands like Gucci, Prada, Hermes, Chanel, etc.), generating cash for the former owners.

In the past few days, Trent has enjoyed a barrage of press because he tied his business with cash-strapped but designer bag laden starlet Lindsay Lohan. Trent recognized that Lohan is sitting on a goldmine and doesn’t even know it! So he crafted a pitch to celebrity Web sites that cover Lohan, saying that his company would purchase her extra handbags to help her pay her bills. He even offered to donate his profits to charity.

Brilliant newsjacking

Trent understands that celebrity sites are always looking for exclusive stories, so he pitched the top sites first. Since Lohan's financial troubles have been in the news, that was his newsjacking hook. Radar ran with it: We'll Buy Your Purses, Lindsay! Company Offers Big Money For Cash-Strapped Lohan’s Leftovers.

Once the story was out, other sites started to pick up on the resulting buzz including Huffington Post: Lindsay Lohan Offered Money For Used Handbags By Fundraising Company and the Inquisitr: Lindsay Lohan’s Purses May Be Key To Financial Freedom.

Interestingly, people who read celebrity sites seem to also be people who want to sell their purses because since the story broke, Trent has received several hundred new leads from people ready to sell their designer bags.

Trent's advice

"I've found it helps to have a legitimate position to take when going to the media," Trent tells us. "I really want Lindsay Lohan to sell me her purses. I really want to donate the same value of all her bags to charity. It's not a publicity stunt, it's a real offer."

Trent is a news junkie, so he enjoys looking for something interesting in the news that he can tie his business to. "I read voraciously because I know that I have to get the word out for my businesses in a way that people will understand," he says. "I make sure I am up-to-date on what's going on in the world to see if somehow I can align my businesses in a positive, interesting way. It's definitely an art and a science."

Since Trent runs his own business, he has the luxury of being able to put the word out without getting multiple approvals from people in the organization. If you run your own business too, take his advice.

But if you work at a larger organization, don't use that as an excuse, you can still get buyoff from others to generate interest in your company and its products.

"Don't be afraid to try something different," Trent says. "Different gets noticed. If you don't get noticed, you're not doing your job."

Thanks for sharing with us, Trent. Keep up the great work and let us know about your next success.

Mini newsjacking flogs a dead horse

I'm always interested in fun newsjacking examples and here's one sent to us by Mazz PR.

Over the past week, the discovery by DNA testing of horsemeat in products sold as beef has been big news in Europe. The story broke in Ireland last month, spread quickly across Europe, and has resulted in products being pulled from supermarket shelves.

Into the furor jumps Mini with this clever ad: "Beef. With a lot of horses hidden in it."

Newsjacking.

This example from Mini is an ad, and therefore could have come from any number of companies.

For an organization associated with the news in some way, the best way to newsjack is by creating content such as a video or blog post.

When people are talking about something in the news, how can you inject your take? Can you get people to talk about you?

Effective storytelling for business

As content takes its rightful place at the forefront of marketing, I'm seeing many marketers fail at basic storytelling.

Marketers are ineffective when they use the classic "customer testimonial" format and pop that onto their blog or make it into a video. "Here’s our product. It is great. Here are customers who say it is great. Now buy some of our product." This just doesn't hold people's attention.

How interesting would a book or movie be were it to have this plot?:
Boy meets girl.
They fall in love.
They get married.

That's what most people do with their business writing.

Effective storytelling

The best stories drip with conflict. They have a hero and sometimes a villain. There is a story arc. As a writing teacher once told me: "Writing without conflict is propaganda."

Movies and novels have these elements – the best open with conflict in the first scene, on the first page, or even the first paragraph. Usually, it's one character in conflict with others (Batman against the bad guys). Sometimes it's a character in conflict with herself ("I really shouldn't go into this bar, but...").

Example of a good storytelling TV ad

Here an example of a story driven TV ad Audi aired during the 2012 Super Bowl called "Prom". I really like this ad because it is an example of all the elements of a good story. A slightly insecure teenager is unhappy about going to the Senior Prom without a date. But when Dad lets him borrow the new Audi S6 for the night, he gains more and more confidence with every mile, arriving at the Prom a changed young man. There's a confrontation and a resolution. And it all happened in one minute. (The YouTube version of the ad has 10 million views.)

Direct link to Audi Prom on YouTube.

Example of a good storytelling blog post

For an example of a story-based blog post, check out Weather Happens – Be Prepared by Kristiana Almeida on the American Red Cross blog.

Kristiana writes about her life as a kid on Cape Cod and uses that to educate on being prepared for a blizzard. Great stuff. What does the Red Cross really want? A donation. Is a donation mentioned in this post? No.

You too can be an effective storyteller

Here are a few ideas to get you thinking about telling stories that people will want to pay attention to rather than propaganda they will ignore.

- Instead of "creating copy", think about sitting in a restaurant with friends and explaining a little about your work to them. How would you say it? How would you hold your friends' interest? Write that down.

- Rather than talking about the features and benefits of your products and services, consider how you help people to solve problems.

- Who or what is the "bad guy" in your market? Is it the big, famous company that everybody does business with but nobody really likes? Is there some silly government regulation that holds buyers back? How can you weave those into a story with conflict?

- What is the status quo? Use that as the bad guy in your story.

Bonus for reading this far: Here's how I create many of the stories of success I share in this blog, in my speeches, and in my books: I think of the story as a movie or novel and cast the people from around the world whose success I showcase as my hero and traditional offline advertising and the PR pitching approach as the villains. That's what I did in this post. Audi and the Red Cross are my heroes and the traditional customer testimonial is the villain. (Shh... don't give away my secret.)

Want more?

Several years ago I wrote a free ebook Gaijin Male Model: A Case Study in Conflict-Driven Business Writing.

If you’ve got a few minutes and want to dig deeper into using conflict in your own writing, this is a good place to start. No registration required.

Content marketing and video showcase expertise and drive tons of business

You could hardly ask for a more dramatic example of how near zero-cost videos can expand reach and drive business. And it all started because Mary McNeight identified a problem that no one online was helping people solve.

When Mary couldn't find anyone in the Seattle area who would help her train her own dog Jasper for service work, it fell to her to teach her pet to be her service dog. Service dogs that help people manage disabilities like blindness and diseases like recurrent seizures and diabetes.

Later, she enrolled in puppy classes to train Liame, her new Labrador retriever puppy. In the process, she became addicted to dog training—so she made it her business.

Mary spent countless hours learning all aspects of the business, got her accreditation from the Certification Council for Professional Dog Trainers, and is now owner and director of training and behavior at Service Dog Academy. This business offers private training sessions and small-group adult-and-puppy training classes for both service and pet dog training. They even offer a groundbreaking train your own Diabetic Alert Dog program.

Content marketing and video production

But credentials, skills, and even passion alone don't bring in customers. Her excellent website (featuring dozens of videos that she shot and edited herself) educates buyers and generates high search-engine rankings, driving business her way.

"I've gone from barely having any students to getting anywhere from twenty to forty emails per day requesting my services and advice and verbally praising my work," Mary says. "If that isn't a story of success, I don’t know what is. I have the power to create an audience for any product or service I put my mind to. But I think I will stick with what makes me happiest, helping dogs and the disabled live more productive lives."

In 2010, Mary started making YouTube videos with an inexpensive Flip Video camera and the software that came installed on her Mac notebook computer. "Seeing a need for my students to understand how to make a Kongsicle, I produced my first instructional video," Mary says. Kongs are natural rubber-food puzzle toys for dogs, and a Kongsicle is a Kong with frozen food inside. The video is titled Best Dog Food Puzzle: The Kongsicle.

"A couple of months later, I went to the Association of Pet Dog Trainers conference, and I was startled by a young trainer who said, 'You're Mary McNeight right? You made that video on Kongsicles! I use it as a reference video for my students.' Here was this dog trainer in Florida using my materials for her classes. That was the day I understood the power of YouTube." Since then, Mary has made many instructional videos, with titles that include “Diabetic Alert Dog Scams,” Puppy Doggie Ants in the Pants, and a multi-part series on diabetic alert dog training.

The content on the Service Dog Academy site, including the video series, is created for three buyer personas: pet dog owners, service dog owners, and people who want to train their own diabetic alert dog. After her initial success, Mary purchased a $400 HD video camera, a $20 microphone, Final Cut Pro software, and, as she describes it, "some funky alien-adjustable-arm-looking lights at Home Depot, since I couldn't afford to light my videos with professional lights. The really cool thing about my content is that it proves that it doesn't have to be shiny, flashy, spiffy or cost thousands of dollars to produce. People will watch anything as long as its packed full of useful information."

Make it free

Mary's notoriety and search engine results are aided by her willingness to post content that others in the dog training business are fearful to post because they don't want to give away information for free. "A great success was a video on how to travel with your service dog, something nobody on the entire Internet was teaching people how to do," she says. "I also hosted a webinar that gave an overview of how to train a diabetic alert dog. I placed the webinar capture video on YouTube and was afraid of being banned in the dog training community. This information was not available on the Web because nobody wanted to share how they trained dogs for tens of thousands of dollars. I started getting emails and phone calls from people all over the world asking me for advice on training their dog or just outright purchasing my online diabetic alert dog training program. I’ve had dog trainers who want me to fly out to their location and teach a class on diabetic alert dog training for them.

"How cool is it that this now three-person service dog training organization is getting worldwide attention? I never would have gotten that type of exposure printing brochures or running expensive ads on local television. A couple of months ago, I even had a woman tell me the video I made saved her life! It allowed her to get enough information to help her train her own medical alert dog by herself."

Yes, Mary, it's cool. Keep up the great work and thanks for sharing your story.

A company or a guru?

As organizations need special skills and expertise from time to time, many hire a consultant on a contract basis, realizing it is more cost effective than hiring full-time staff.

Meanwhile, many people with specialized expertise choose to go independent, leaving the corporate world to run their own businesses, contract out their skills, or consult based on their expertise. I've been at it myself for more than a decade.

As I was speaking with my friend Steve Johnson about his recent foray into the world of independence, we discussed the fundamental choice that all independents must make: Are you a company or a guru? Either approach can succeed. However, we both noticed that people who don’t make the choice are positioning themselves somewhere in the middle of company and guru and they generally struggle.

Are you a company or a guru?

If you market as a company, build your business around an idea.

Although they can be a one-person company, those who go the company route typically have plans to grow their business with more and more consultants in the future as demand increases.

The marketing of this approach is to make you the CEO of a company—with the emphasis on "company." A great example is Greg Alexander, CEO of Sales Benchmark Index, who has built a very successful professional services firm focused exclusively on sales force effectiveness. While there is information about Greg on his site, the approach Greg took was to build a company.

When you go this route, write using "we" and "our" and design a site to showcase an organization, not a person. You build around a core offering and use a corporate logo.

If you market as a guru, build your business around your expertise.

Although it can be a large organization, the focus of a guru is on one person and his or her vast knowledge with everything else supporting that person.

Typically, people who write books and speak take this approach. Trevor Young is a great example of someone who has turned himself into a guru over the years he has been independent. He calls himself a “PR Warrior on the frontline of the communications revolution.” Everything on his site is about Trevor, written in his own voice and it is very clear that he is a go-to expert.

The marketing for a guru is typically in first person, with "I" and "my" used a lot. You build around your expertise and use a photo.

You can’t be both a guru and a company

Many people try to be both. They talk about "our company" on one page, and "my work" on another confusing the marketplace.

If you're newly independent, you've got a choice to make: Are you a guru or are you a company? It is a very important decision.

When I first spoke with Steve about this a few months ago, he was signaling the market that he was both a guru and a company and as such he was neither. But it was obvious to me that Steve is a guru, because the market knows him as the tech industry’s authority on product marketing and product management processes.

"I'm sure every marketer goes through this," Steve says. "Are we promoting a company, a portfolio, a product, or a service? Most of us can only afford to do one. Once I really listened to my customers, I heard loud and clear that they wanted my expertise, not my models."

One tip to keep it straight in your head: use a [company] logo on every page to remind yourself to speak in "we" terms; use a [person's] photo to remind you to speak in "I" terms.

"I hadn’t really seen the company / guru dichotomy until David pointed it out," Steve says. "And then it became obvious."

I'm glad to see that Steve has since updated his site. Now he uses the first person and his photo is on every page. He's recently written a free ebook (no registration) called Product Management Expertise: beyond the tactical role. The ebook explores expertise needed in product management including domain, market, product, and business and includes ideas for organizing a product management team.