TEI 027: If You are a Product Manager, You Need to Know about PDMA–with Charlie

Global Product Management Talk is pleased to bring you episode 026 of...

The Everyday Innovator with host Chad McAllister, PhD.

The podcast is all about helping people involved in developing and managing products become more successful, grow their careers, and STANDOUT from their peers.

Our Guest: 

I have the pleasure of interviewing people in all types of roles that can help product managers, developers and innovators. And today I get to bring you a discussion with the Chairman of the Product Development & Management Association (PDMA), Charlie Noble. I’ve been wanting to do this interview because PDMA is the professional association that first opened my eyes to the discipline of product management.

Charlie is also an award-winning professor at the University of Tennessee where he teaches design, innovation, and new product development. He has helped many organizations with product development and marketing issues as well as contributing to research in these areas.

How do you create meaningful products for customers? Some tools and steps include:

• Identifying cultural trends and movements. Consider the driving forces impacting the target market using environmental scanning (such as PESTLE analysis). Reviewing social media content is helpful for identifying emerging trends and themes.
• Interviewing customers and discussing what cultural trends are important to them and how they feel about the context of a product.
• Creating market segments based on customer mindsets, attitudes, and the information collected from environmental scanning and customer interviews.
• Designing the product to a specific segment.