Author | Jeannette Park


Successful Product Manager's Handbook

Introduction: Branded for Life

On my first day of college, I remember going to the drugstore with my roommate Susanna to pick up some essentials. I remember peering into her basket and seeing brands I had never used. Inside my own cart, I placed Dial soap, Colgate toothpaste, and Johnson & Johnson's baby shampoo. These were products my parents had bought for my brother and I all our lives, and I had never used anything else. Although Susanna raved about the items she purchased, and the local store had sales on other brands, being so far away from home only made me more committed to using the brands I grew up with.

Successful Product Manager's Handbook

Introduction: Know How to Play the Game

In Invincible, Disney's adaptation of the true story of Vincent Papale, the down-on-his-luck teacher tries out for his dream job: a spot on the Philadelphia Eagles football team. As a 30-year-old rookie with little experience, Papale is pushed around and unsupported by his teammates. In the face of adversity, Papale challenges himself to work even harder, eventually earning the faith of his peers. The last scene is the perfect Hollywood ending-a glorious touchdown play illustrating how teamwork and perseverance pay off.

Pharmaceutical Executive

Direct to Consumer: No-Name Opportunity

Most DTC marketers say education has been their primary goal all along, but that often, branded messages got in the way. Now marketers are doing something about it, as evidenced by recent increases in unbranded ads. Pharma companies are producing campaigns that more clearly encourage consumers to seek information about their conditions, rather than just running out and requesting a script from their doctors.

Pharmaceutical Executive

Introduction: Minding Morals

WHEN I WAS GROWING UP, my favorite book was Aesop's Fables. I especially loved the way every story had a moral at the end to tie everything together: Try before you trust; the hero is brave in deeds as well as words; birds of a feather flock together; might makes right; don't be the boy who cried wolf. Those one-line messages packed a punch then, and still stick with me.