MY DEEP DIVE

Why I mapped my source code

Stop wasting money on trending supplements. How mapping your methylation can protect your career longevity

I’ve spent the last decade optimizing marketing funnels. I obsess over conversion rates, GTM strategies, and churn. But recently, I realized I was ignoring the most important engine in my business: my own biology.

I want a career that compounds. I don't want to peak at 45 and spend my 50s in a state of cognitive debt. That requires energy, and energy requires data. I recently started a personal experiment in biological ownership. I’m still waiting for my results to land, but the "why" behind this move is already changing how I think about professional performance.

The Marketing of Health vs. The Reality of Data

Most B2B marketers can tell you their CAC and LTV to the second decimal point. But ask them why they hit a wall at 2:00 PM every Tuesday, or why their brain feels like it’s running through mud despite eight hours of sleep, and they have no answer.

We treat our businesses like high-performance machines. We treat our bodies like an afterthought.

A few weeks ago, I sent my DNA to be sequenced through MyHeritage. At about €50, it is one of the most affordable ways to access your raw genetic data. But I didn't care about where my great-grandfather was born. I didn't do this to find a long-lost cousin. I wanted the raw data file—the "source code" of my physical performance.

I wanted to look into a process called Methylation.

The Human Operating System: Methylation

Think of methylation as your body's primary operating system. It is a biochemical switch that happens billions of times a second. It controls your stress response, your DNA repair, and—most importantly for those of us making high-stakes decisions—how you turn nutrients into energy.

When your methylation is functioning correctly, your body efficiently processes B-vitamins and clears out toxins. When it is sluggish, your cognitive "RAM" becomes cluttered. You aren't actually "tired" or "unmotivated"—you are struggling to convert raw materials into the fuel your brain needs to function.

The specific gene I am looking for in my raw data is MTHFR (Methylenetetrahydrofolate Reductase). This isn't a niche medical curiosity; research suggests that 30% to 40% of the population carries a mutation in this gene.

For these individuals, the body cannot efficiently convert folic acid (the synthetic version of Vitamin B9 found in most "healthy" fortified foods) into methylfolate. This leads to a buildup of homocysteine, which is clinically linked to increased risks of cardiovascular issues and, more immediate for us, cognitive fatigue and chronic anxiety.

The Trap of Generic Advice

This is where the "Ethical Compounder" must apply judgment. Generic health advice is a trap because it assumes we all have the same "code."

If your body lacks the ability to methylate B12 or folate, the "energy drink" or the generic multivitamin is just a loan with a high interest rate that your nervous system can't pay back. You are spending money on supplements that your body literally cannot process.

By mapping my DNA, I am moving from "guessing" to "auditing." I want to supplement for the specific deficiencies I was born with, ensuring my physical engine can keep up with my strategic ambition for the next 20 years. This is the difference between execution (blindly taking vitamins) and ownership (knowing exactly what your cells require).

How to Audit the Science (The Skeptic’s Filter)

I am a marketer and a former athlete, not a doctor. This is my experiment. To ensure this experiment doesn't drift into "biohacking hype," I apply a strict editorial filter to any health claim I encounter:

1. The Prevalence Check: Is this mutation rare, or does it affect a significant portion of the workforce? (MTHFR affects nearly 1 in 3 people).

2. The Clinical Database: I don't trust Instagram influencers or podcast sponsors. I use PubMed and ClinicalTrials.gov. I look for "Double-blind, placebo-controlled" studies.

3. The Outcome Link: Does this data move the needle on my "Judgment"? If a supplement claim only has "animal" studies, it doesn't enter my system.

Current clinical data shows that targeted supplementation for those with MTHFR mutations can significantly lower homocysteine levels and improve mood regulation. That is a measurable ROI for a professional whose primary asset is their mind.

Moving Toward Biological Sovereignty

As I wait for my raw data to be processed, I’ve stopped looking at my health as a series of "hacks" and started looking at it as Biological Sovereignty.

If you want to move from execution to ownership, you have to own the engine. You wouldn't run a global marketing campaign without tracking; don't run your life that way either.

How to start your own audit:

• Order a test: Use a baseline tool like MyHeritage. It’s the cheapest entry point for raw data.

• Ignore the marketing: When the results arrive, ignore the ethnicity charts. Go straight to the settings and "Download Raw DNA Data."

• Validate via PubMed: Once you have your SNP results (your specific mutations), research them through the National Library of Medicine. Look for the link between your genes and your energy levels.

The Question for the Week

Are you building a career that compounds on top of a biological engine that is slowly depreciating?

Don't optimize your funnels more than you're optimizing your cells.

Strategic Signals:

• Read: The MTHFR Clinical Review – A deep look at how gene mutations impact cognitive health and fatigue.

• Research: PubMed for Professionals – A 5-minute guide to using clinical databases to verify supplement efficacy.

• Reflect: The ROI of Longevity – Why high-performing operators are shifting their focus from "wealth hacks" to "biological dividends."

MY DEEP DIVE

You’re Not Bad at Marketing. You’re Playing the Wrong Game.

Why smart marketers keep getting laid off — and how to stop confusing effort with value

Layoffs in tech feel personal.

You replay every decision.

You question your skills.

You wonder if you chose the wrong career.

But after this conversation, I’m convinced of one thing:

Most marketers aren’t failing because they’re bad at their job.

They’re failing because they’re playing the wrong game.

In this episode of My Way Marketing, I sat down with Hattie the PMM to unpack why capable, experienced marketers keep getting cut — and why effort alone no longer protects you.

What followed wasn’t motivational.

It was uncomfortable.

And it was honest.

Marketing isn’t broken. The system is.

When budgets tighten, marketing is still one of the first functions on the chopping block.

Not because it doesn’t matter.

But because its value is often invisible.

Sales feels tangible.

Product feels concrete.

Marketing feels “long-term.”

And in short-term environments, long-term thinking gets punished.

This creates a dangerous dynamic:

• marketers work harder

• go heads-down

• sacrifice visibility for output

And then get blindsided when the cuts come.

The irony?

The people doing the most work are often the easiest to remove.

Hattie the PMM

Marketers are playing the wrong game

www.ivanburic.com/p/hattie-the-pmm-c2ae

The mistake most marketers make

Hattie put it bluntly:

Most marketers are trained to:

• be compliant

• say yes

• execute what they’re given

• stay busy

• avoid friction

That works early in a career.

It stops working the moment you’re expected to own outcomes.

Meanwhile, the people who keep moving up aren’t always the best executors.

They’re the best game readers.

They understand:

• how decisions are made

• what leaders actually value

• how perception shapes opportunity

• when visibility matters more than effort

They’re not louder.

They’re more strategic.

From execution to ownership

One of the most important ideas in this conversation was career ownership.

Not in a hustle sense.

In a judgment sense.

Ownership means:

• understanding what the business truly optimizes for

• aligning your work to that reality

• making your impact visible

• advocating for your value

• investing in your own growth — even when your company won’t

It’s the difference between those two quotes:

That gap is where most careers stall.

Why people-pleasing is expensive

This part hit hard.

Many of us were trained — socially and professionally — to be agreeable.

To wait our turn.

To do what’s asked.

But in modern organizations, compliance is not rewarded.

Clarity is.

Judgment is.

Initiative is.

People-pleasing doesn’t make you safe.

It makes you invisible.

And invisibility is dangerous when markets turn.

Career profitability (not the way you think)

We also talked about something rarely discussed in marketing:

personal profitability.

Not greed.

Not status.

But leverage.

A profitable career gives you:

• optionality

• negotiating power

• emotional stability

• freedom from panic when things shift

The goal isn’t to chase money.

The goal is to stop being dependent on a single employer’s perception of you.

That changes how you show up.

And how others treat you.

The real takeaway

This episode reinforced something central to My Way:

Careers don’t compound because of tactics.

They compound because of judgment.

You don’t need:

• more tools

• more certifications

• more output

You need:

• clearer positioning

• better visibility

• stronger soft skills

• and the courage to play the game consciously

Because the game is being played — whether you like it or not.

One question to sit with

If you were laid off tomorrow, would people say:

or

That difference is everything.

If this resonated, the full conversation with Hattie is linked here:

And if this sounds like an interesting topic here you can find another conversation about why it’s important to build a personal brand before you need it:

Ivan

Hey,

Episode 1 of Season2 of my podcast is officially live!

In this episode of My Way Marketing, I sit down with Hattie the PMM to unpack why smart, hardworking marketers keep getting laid off — and why it’s rarely about talent or effort.

The real issue?

Most marketers are playing checkers in a world that rewards chess players.

We talk about why marketing is still treated as a cost center, how people-pleasing quietly destroys careers, and the hidden rules that determine who survives when budgets tighten.

This isn’t a motivational pep talk.

It’s a clear-eyed conversation about career leverage, visibility, and ownership — and how to stop confusing hard work with real value.

If you’ve ever felt undervalued, disposable, or stuck in a loop of burnout → layoffs → self-doubt, this episode will help you reframe the game you’re playing.

Go to the episode:

• Listen on Apple Podcast and Spotify

• Watch the full episode on Youtube

• Watch clips on Instagram and TikTok

A few key learnings:

• Being busy ≠ being valuable

• Visibility beats effort when markets tighten

• Careers don’t fail because of skill gaps — they fail because of misalignment

• You don’t need more tactics — you need better judgment

• Playing the game consciously is better than pretending it doesn’t exist

• The most resilient marketers invest in becoming, not just doing

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode subscribe on YouTube, Tiktok and Instagram

Ivan

MY DEEP DIVE

Your marketing is missing 3 cylinders

How I rebuilt marketing into a growth engine in 90 days

A few years ago, I realized something uncomfortable.

I was doing good marketing.

Campaigns shipped. Dashboards looked fine. Teams were busy.

But deep down, I knew the truth.

If budgets were cut tomorrow, my work would be questioned first.

That feeling stayed with me.

Not because I wasn’t working hard.

But because I was running marketing on one cylinder.

The uncomfortable truth about modern marketing

Most marketing teams today run almost entirely on promotion.

Ads. Content. Campaigns. Channels.

It looks productive.

It feels measurable.

But it’s fragile.

Classic marketing was built on four levers:

product × pricing × placement × promotion

Growth happens when all four work together.

Not additively.

Multiplicatively.

If one is weak, the whole system underperforms.

Shayne De La Force summed it up perfectly on my podcast:

That line hit me because it explained why so much effort produced so little leverage.

Why promotion-heavy marketing keeps losing

Here’s the structural problem most teams ignore:

Only ~5% of your market is ready to buy at any given time.

The other 95% isn’t.

This is the 95–5 rule, researched by the LinkedIn B2B Institute and Ehrenberg-Bass.

Promotion is designed for the 5%.

So when marketing focuses only there:

• competition intensifies

• future demand erodes

• results become volatile

This is why promotion-heavy marketing feels busy but fails to compound.

And it explains why promotion is the first thing cut when pressure rises.

Why this matters more now than ever

Marketing budgets are no longer growing.

Gartner’s 2025 CMO Spend Survey shows marketing budgets flat at roughly 7–8% of company revenue.

No extra fuel is coming.

Which means growth now comes from reallocation, not expansion.

That’s when I stopped asking:

“How do we run better campaigns?”

And started asking:

“How does marketing actually drive the business?”

The shift that changed everything

Executives don’t need more activity.

They need:

• pricing power

• clear differentiation

• efficient distribution

• predictable pipeline

Forrester reports that around 70% of companies now track marketing-sourced pipeline, not just leads or traffic.

That’s the shift.

Marketing credibility today isn’t earned through output.

It’s earned through commercial contribution.

A 90-day reset: how i rebuilt the engine

I didn’t rebrand.

I didn’t add channels.

I rebalanced the system.

One cylinder per month.

Month 1 — Product

I forced clarity.

One problem we solve.

One reason customers choose us instead of doing nothing.

If product clarity is weak, promotion just spreads confusion.

Month 2 — Pricing

Pricing was the lever we avoided the longest.

Small pricing and packaging changes had more impact than entire campaigns.

McKinsey consistently highlights pricing as one of the fastest profit levers in a business.

Ignoring it is expensive.

Month 3 — Placement

Most “lead quality” problems turned out to be placement problems.

Friction.

Misaligned handoffs.

Broken buying journeys.

Fixing access mattered more than generating more demand.

Promotion — finally doing its job

Only after product, pricing, and placement were aligned did promotion start working properly.

Then:

• brand built memory in the 95%

• activation converted the 5%

• results stabilized

Long-term effectiveness research supports this balance between brand and activation.

A necessary warning

The 4Ps are not a strategy.

Academic research has criticized them as too simplistic when applied mechanically, especially in B2B and services.

That criticism is valid.

Used correctly, the 4Ps are a decision checklist.

They force marketers to stop hiding behind promotion and take responsibility for growth.

The real payoff

When all four cylinders run:

• marketing earns trust

• pipeline becomes predictable

• budget conversations change

• careers compound

You stop being useful.

You start being trusted.

That’s the shift from execution to ownership.

One question to sit with

If promotion stopped working tomorrow,

which other cylinders would still be running?

If the answer makes you uncomfortable, that’s the point.

CTA

If you want to go deeper, watch to the full podcast conversation that shaped this thinking.

It’s linked below.

— Ivan

Hey,

Episode 19 of the podcast is live!

In this episode, I sat down with Shayne De La Force, former CMO, founder of LFI

In this episode, Shayne De La Force delves into the significance of integrating the four P's—product, pricing, placement, and promotion—into a cohesive marketing strategy to drive business growth. He highlights the importance of engaging directly with the market to understand customer needs, leveraging AI to transform data into actionable insights, and the role of personal branding in professional development.

Listen on:

• Apple Podcast

• Spotify

• Youtube

A few key learnings:

• Integrating the four P's is crucial for business growth.

• Marketers must engage directly with the market.

• Understanding customer needs is essential.

• AI can transform data into insights.

• Personal branding is key to professional growth.

• A cohesive strategy is more effective than random acts of marketing.

• Sales are driven by solving customer pain points.

• The 95-5 rule highlights the importance of brand strategy.

• Aligning marketing with business strategy is critical.

• Effective marketing requires understanding cultural differences.

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode subscribe on YouTube, Tiktok and Instagram

Ivan

MY DEEP DIVE

Growth Without a Playbook

Most career advice assumes something that simply isn’t true.

That growth is linear.

That clarity comes first.

If you follow the right steps, things will work out.

In reality, most meaningful careers are built without a clear playbook — and often without certainty.

This became especially clear to me during my recent conversation with Silvia on My Way. Not because she had all the answers, but because she was honest about what growth actually feels like when you’re inside it.

Messy. Uneven. Often uncomfortable.

The myth of linear growth

We like stories that move neatly from point A to point B.

Study → job → promotion → confidence → success.

But that’s rarely how it works.

Most people experience growth as a series of:

• unclear decisions

• temporary regressions

• moments where you’re not sure you’re moving forward at all

What looks like confidence from the outside is often built after action — not before it.

Waiting for certainty is one of the most common ways people stall their own progress.

Confidence usually follows movement

One idea that stayed with me from the conversation is this:

We tend to think we need to feel ready before we act.

But in practice, readiness is something you earn through action.

Trying something before you feel prepared.

Taking responsibility before you feel qualified.

Saying yes while still figuring things out.

That’s not recklessness.

That’s how learning actually happens.

Growth is often about unlearning

Another overlooked part of growth is unlearning.

Unlearning expectations you picked up early.

Unlearning definitions of success that no longer fit.

Unlearning the idea that someone else’s path should work for you.

Many people keep adding skills, frameworks, and advice — while ignoring the beliefs that are holding them in place.

Sometimes progress doesn’t come from doing more.

It comes from letting go.

There is no single right path — only trade-offs

What My Way is trying to explore isn’t a better playbook.

It’s a better way of thinking about decisions.

Every path has trade-offs.

Every choice closes some doors while opening others.

And most decisions are made with incomplete information.

Growth comes from understanding those trade-offs — not from pretending there’s a perfect option.

The long view on performance

When you zoom out, performance isn’t about intensity or speed.

It’s about:

• staying curious longer than others

• making fewer irreversible mistakes

• learning faster from imperfect decisions

• and building confidence through repetition, not certainty

That’s the long game most people don’t talk about.

Not because it’s secret — but because it’s uncomfortable.

Final thought

If you’re in a phase where things feel unclear, uneven, or slower than expected — that doesn’t mean you’re doing it wrong.

It probably means you’re growing.

Not through a playbook.

But through experience.

That’s often the only way that really lasts.

Hey,

Episode 18 of the podcast is live!

In this episode, I sat down with Silvia Román, Senior Product Marketing Manager at Booking.com, mentor, and leadership facilitator.

Silvia has built her career across multiple marketing roles, lived and worked across cultures, and today focuses on product marketing, inclusive leadership, and helping new and aspiring managers grow into confident leaders.

Listen on:

• Apple Podcast

• Spotify

• Youtube

What we talked about:

In this episode, we discussed:

• What product marketing really looks like inside a company like Booking.com

• The value (and limits) of formal marketing education versus learning on the job

• How to influence without authority and why it’s a critical leadership skill

• Leading diverse teams and moving from diversity to real inclusion

• How to build a practical personal development plan without burning out

• Why mastering strengths matters more than fixing every weakness

• The difference between leadership, management, and mentorship

• How to approach underperforming teams with clarity and trust

• Why leadership is ultimately a relationship, not a title

A few key learnings:

• Influence without authority is built on trust, not control. Listening deeply and understanding motivations matter more than positional power.

• Product marketing creates value by connecting dots between product, market, and commercial teams—not by owning a single metric.

• Leadership development works best when it’s intentional and focused: one strength to master, one area to improve, not ten at once.

• Diversity alone is not enough—without inclusion and proper leadership skills, it can actually increase friction.

• Underperformance is often misdiagnosed: clarity on expectations and genuine relationships are prerequisites to performance.

Episode Chapters

• 00:00 – Introduction and Silvia’s background

• 02:50 – Formal marketing education vs real-world learning

• 05:20 – Growth marketing, experimentation, and structure

• 06:15 – Cultural differences, diversity, and inclusion in teams

• 10:30 – What product marketing means at Booking.com

• 13:15 – Product discovery and early involvement of marketing

• 15:10 – Metrics, product adoption, and go-to-market confidence

• 19:10 – Challenges of product marketing sitting under product

• 22:00 – Learning mindset and personal development philosophy

• 26:30 – Building a practical personal growth plan step by step

• 34:00 – Influence without authority: definition and examples

• 40:30 – Leadership as a relationship, not a role

• 45:15 – Mentorship, leadership, and team dynamics

• 47:30 – Managing underperforming teams

• 49:30 – Silvia’s leadership program and where to find her

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

MY DEEP DIVE

What SaaStr AI London Changed My Thinking On

I just got back from SaaStr AI London, and one idea kept coming up in different conversations:

Most B2B marketing still looks and feels the same.

Different companies.

Different stages.

Same formats.

Same tone.

Same playbooks.

The teams actually breaking through are doing something else entirely. They’re hiring differently. They’re thinking differently. And they’re giving themselves permission to market differently.

One story that stuck with me

A speaker talked about hiring a marketer whose most visible work wasn’t a B2B campaign at all. It was organizing a viral protest around absurd laws on public displays of sex toys and guns.

Not a typical B2B résumé.

That was the point.

The hire brought originality the team couldn’t get by following the usual paths. And it worked.

It was a good reminder for me:

Audiences don’t remember what follows the script.

They remember what feels different.

The problem with “safe” B2B marketing

B2B markets are saturated. Buyers are overwhelmed. Content is everywhere—and most of it blends together.

What I see many teams do in response is produce more.

More posts.

More assets.

More campaigns.

But not more originality.

Even strong teams with good intentions default to safe, polished work. It looks professional. It checks the boxes. But it doesn’t earn mind share.

And in a world with infinite noise, sameness isn’t neutral.

It’s a disadvantage.

The insight SaaStr reinforced for me

The best B2B marketing today happens when creativity and data work together.

Not creativity without discipline.

Not data without personality.

Both.

Across conversations, four principles kept coming up:

1. Hire non-traditional thinkers

People with unexpected backgrounds bring creative instincts you can’t teach through frameworks alone.

2. Optimize for mind share, not impressions

One speaker mentioned people across Europe recognizing their marketing videos. That level of recall doesn’t come from optimization alone.

3. Make creativity the norm, not a one-off

Most B2B teams treat creativity as something special. The best teams treat it as part of how they work.

4. Use data to iterate, not to limit ideas

Creativity isn’t guesswork. Strong teams test, learn quickly, and scale what resonates.

For me, the framing is simple:

Creativity is the spark.

Data is the steering wheel.

You need both if you want marketing that compounds instead of just filling a calendar.

A concrete example: Clay

Clay is a strong example of this in practice.

Before they were generating meaningful revenue, they invested heavily in brand. That decision created differentiation early—long before competitors realized what was happening.

Their video content didn’t just explain marketing ROI. It entertained. It showed personality. It was consistent. And it became recognizable.

People remembered Clay not because of one viral moment, but because the brand showed up clearly and creatively over time.

Creativity and brand worked together to build familiarity and trust.

What this meant for me

Coming out of SaaStr, it pushed me to reflect on how easily B2B teams—including very smart ones—default to safe execution.

If you want more innovative marketing, you don’t need bigger bets.

You need better structure.

Here’s what I took away:

– Hire for creative instincts, not just experience

Look for people who’ve done interesting, unconventional things—even outside marketing.

– Run fast, low-cost experiments

Test new formats, tones, and ideas weekly. Let real signals guide what you scale.

– Build creativity into the process

Structured brainstorming, regular reviews, and protected time to experiment shouldn’t be optional.

– Anchor creativity to your brand

Original doesn’t mean random. The work should still feel unmistakably you.

– Look beyond clicks

Mind share shows up in recognition, comments, mentions, and recall—not just dashboards.

My biggest takeaway from SaaStr AI London is simple:

Creativity isn’t a luxury in B2B anymore.

It’s an operating advantage.

The teams that hire for originality, experiment consistently, use data intelligently, and express a clear identity are the ones that stand out.

In a landscape obsessed with optimization, the real edge goes to teams willing to think differently—and actually act on it.

Hey,

Episode 17 of the podcast is live!

This week, I sat down with Theresa Gschwandtner — former LinkedIn and Qonto product marketing leader, and now founder of Kundra — to explore a journey that blends global leadership, career pivots, and building something deeply impactful:

Why product marketers are perfectly positioned to become founders.

Theresa’s career spans five countries, iconic companies, and one of the fastest-growing PMM teams in Europe. We talk about how she transitioned from launching features at lightning speed to launching her own company, why personal branding is not optional anymore, and the overlooked business impact of parental leave.

Listen on:

• Apple Podcast

• Spotify

• Youtube

What we talked about:

• How Theresa went from LinkedIn to launching her own startup, Kundra.

• The cultural lessons from working across Austria, the US, Ireland, and France.

• Why product marketing is the ultimate training ground for founders.

• How she scaled Conto’s product marketing team from 0 to 20+ and launched features every 2 weeks.

• The difference between Product PMMs and Market PMMs — and why both matter.

• What GEMBA is and how it helped her lead a large team without constant 1:1s.

• Why personal branding isn’t just a nice-to-have (especially as a founder).

• The overlooked business risk of parental leave mismanagement — and how Kundra is solving it.

• How she’s building her company in public, without being a parent herself.

A few key learnings:

• How Theresa transitioned from LinkedIn and Qonto to founding her own startup, Kundra.

• What working across Austria, the US, Ireland, and France taught her about leadership and localization.

• Why product marketing gives you all the tools you need to eventually become a founder.

• How she scaled Conto’s PMM team from scratch to 20+ and launched new features every two weeks.

• The difference between Product PMMs and Market PMMs — and how splitting those roles unlocked speed and clarity.

• How she replaced constant 1:1s with GEMBA sessions to stay close to her team while managing scale.

• Why building a personal brand is no longer optional — especially if you’re starting something new.

• Why parental leave mismanagement is a real business risk — and how Kundra is reframing it as a retention and productivity challenge.

• How she’s building Kundra in public, co-creating with users, and challenging assumptions — even without being a parent herself.

Episode Chapters – Theresa

00:00 – Intro & Theresa’s background — From Salzburg to LinkedIn, WeWork, and Conto

04:00 – Cultural differences: US efficiency vs. EU localization

08:10 – Big brands vs. startups — what really matters early in your career

11:00 – Public speaking as a learnable skill (and why it’s underrated in Europe)

17:00 – How to get into top companies: strategy, networking, and posture

26:00 – Scaling a PMM team from 0 to 20+ at Conto

34:00 – Managing large teams with GEMBA instead of constant 1:1s

36:30 – Launching features every 2 weeks using “standards”

41:00 – Product marketers as future founders — why it’s a natural fit

44:00 – Building a personal brand that doesn’t feel fake

47:00 – The silent crisis of parental leave — and how Kundra is solving it

53:00 – Kundra’s solution and vision for HR teams

57:00 – The biggest surprise about becoming a solo founder

59:00 – Where to find Theresa online

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

Hey,

Episode 16 of the podcast is live!

This week, I sat down with Anna Borbotko, product marketer turned enablement leader at TomTom, to talk about a topic every marketer, enabler, and career-driven professional should care about:

👉Why building intellectual property matters more than stacking up skills.

Anna’s career path is anything but linear — from studying journalism, to procurement, to product marketing, and now leading enablement. Along the way, she’s learned why careers are “jungle gyms, not ladders,” how to spot real potential in young talent, and why product launches aren’t where the real value lies.

Listen on:

• Apple Podcast

• Spotify

• Youtube

What we talked about:

• How Anna landed her role at TomTom during COVID through “the click.”

• Why soft skills, adaptability, and curiosity matter more than hard skills.

• The unusual interview question she asks every candidate: “If you see a wall in front of you, what would you do?”

• Why product launches “suck” and how the real impact happens after.

• How TomTom pivoted from B2C to B2B — and what it means for marketers.

• The future of careers: shifting from skills to intellectual property.

• How to build visibility on LinkedIn without turning it into a second job.

• Why she believes AI will reshape enablement into managing agents, not just creating training.

A few key learnings:

• Product launches aren’t everything — real growth comes from post-launch positioning, packaging, and training.

• Adaptability > hard skills — in a rapidly changing market, curiosity and flexibility are the biggest assets.

• Intellectual property is the future — frameworks, methods, and content that live beyond your current role will define your career.

• Personal branding compounds — showing up consistently on LinkedIn can create opportunities without needing to go viral.

• Enablement is evolving — AI will reduce manual training work and shift focus to managing smart agents.

Episode Chapters – Anna

• 00:00 – Intro & Anna’s Background — From journalism dreams to product marketing.

• 06:00 – Joining TomTom during COVID — and why “the click” mattered more than the CV.

• 10:00 – Hiring juniors — soft skills vs. hard skills.

• 12:00 – Intellectual property over skills — the future of careers.

• 17:00 – Building a personal brand on LinkedIn (without overthinking it).

• 21:00 – TomTom’s shift from B2C to B2B.

• 28:00 – Transition from product marketing to enablement.

• 39:00 – Why product launches often fail — and where to focus instead.

• 42:00 – How AI is shaping enablement and the future of work.

• 49:00 – Where to find Anna online.

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

MY DEEP DIVE

From 9-to-5 to 5-to-Thrive: How Marketers Can Launch a Profitable AI-Powered Side Hustle

You’ve spent years building brands, crafting campaigns, and obsessing over customer journeys.
But here’s the thing: if you can create value for your employer, you can absolutely create value for yourself.

And now—with AI in your toolkit—you can do it faster, leaner, and with far less risk.

Recently, I went through HubSpot’s AI Side Hustle Accelerator resource, and it opened my eyes to how structured this process can be. Instead of randomly experimenting with tools, the framework helps you move step-by-step—from identifying opportunities to actually building and launching your side hustle.
If you’re serious about starting one, I highly recommend grabbing the guide here: Download HubSpot’s AI Side Hustle Accelerator.

Why AI is the Side Hustle Game-Changer for Marketers

You already have:

• Positioning expertise (you know how to make something stand out)

• Audience insights (you can speak their language)

• Go-to-market skills (you know how to launch and test ideas)

AI gives you:

• Instant creative support (copy, visuals, even prototypes)

• Data-driven validation (customer research, trend spotting, and competitor analysis at speed)

• Automated workflows (so your hustle runs while you sleep)

When these combine, you can move from “idea” to “revenue” in record time.

Step 1: Find the Intersection of Skills, Passion, and Market Demand

One thing I learned from the HubSpot guide is that you shouldn’t just chase trends—you should identify where your skills, passions, and market demand overlap.

I personally went through their “Skills + Market Match” exercise in the Excel workbook, and it helped me spot two potential side hustle ideas I would’ve otherwise ignored.

Step 2: Validate Before You Build

The HubSpot framework emphasizes validation first—something too many side hustlers skip.
Using AI, you can:

• Run simulated customer interviews (AI role-playing as your ideal audience)

• Scan forums, LinkedIn posts, and reviews to identify pain points

• Create a minimum viable offer (MVO) in hours

This step saved me from wasting weeks building something no one wanted.

Step 3: Build Your Offer with AI as Your Co-creator

Whether your side hustle is:

• A digital product (templates, courses)

• A service (freelance marketing, campaign strategy)

• A membership or community

AI can help you:

• Write copy in your voice

• Create product visuals

• Draft sales funnels and onboarding emails

I used ChatGPT alongside Canva’s AI tools to create a prototype landing page in a single afternoon—something that used to take me days.

Step 4: Launch Small, Iterate Fast

HubSpot’s approach is all about momentum over perfection.
I followed their advice to run a 2-week mini-launch, using AI to:

• Test messaging through micro ads

• Automate my content calendar

• Monitor analytics in real time

Step 5: Scale with Systems, Not Burnout

Once you find traction, the Accelerator shows you how to use AI to automate the repetitive stuff—so you can focus on growth without sacrificing your weekends.

Final Thought

For marketers and product marketers, a side hustle isn’t starting from scratch—it’s about applying the skills you already use daily, but for your own benefit.

The HubSpot AI Side Hustle Accelerator gave me the structure, tools, and confidence to move from “thinking about it” to “actively building it.”

If you want to skip the trial-and-error and start with a proven process, grab the resource here: Get the HubSpot AI Side Hustle Accelerator

AI isn’t replacing your expertise—it’s amplifying it. And the sooner you learn to co-create with it, the sooner you’ll move from 9-to-5 to 5-to-thrive.

Hey,

Episode 15 of the podcast is live!

This week, I sat down with Jane Portman, co-founder of Userlist and host of two long-running podcasts (UI Breakfast & Better Done Than Perfect), to talk about a topic every SaaS founder and marketer should care about:

How to turn user behavior into smarter email marketing — and why onboarding is the most valuable workflow you can build.

Jane’s journey took her from running a solo UI/UX design consultancy to building an email automation platform in one of the most competitive markets. Along the way, she’s learned what makes great onboarding work, how to design nurturing sequences that don’t overcomplicate things, and why data is the foundation of effective email marketing.

Listen on:

• Apple Podcast

• Spotify

• Youtube

What we talked about:

• The difference between SaaS email marketing and generic automation tools

• Why most companies only need advanced automation after a couple of years

• The Atomic Emails framework for creating high-performing campaigns

• How to bridge the gap between marketing and engineering when building automations

A few key learnings:

• Design is a lever, not a silver bullet — great UI/UX can help, but many SaaS businesses thrive before perfecting it.

• SaaS email marketing is different from generic automation — it relies on deep product usage data, segmentation, and behavior triggers.

• Start simple before going advanced — most companies only benefit from complex automation after a couple of years of growth and learning.

• Onboarding is the most critical workflow — activating new users has the highest ROI in SaaS email marketing.

• Retention matters as much as acquisition — nurture paying customers with slower, value-driven campaigns.

• Keep nurturing campaigns lightweight — one clear message per email, short copy, and a single call-to-action.

• Leverage the Atomic Emails framework — source campaign ideas from existing content instead of starting from scratch.

• Bridge marketing and engineering early — create a tracking plan so product data flows seamlessly into your email platform.

• Deliverability is earned — authenticate your domain, separate cold outreach from product emails, and respect unsubscribe preferences.

• Podcasting longevity comes from systems — consistent production processes make it harder to stop than to keep going.

Episode Chapters – Jane

• 00:00 – Intro & Jane’s Background — From UI/UX designer to SaaS founder.

• 06:00 – Transition to Email Marketing — Why she built Userlist.

• 08:59 – How SaaS Email Marketing Differs — Data-driven personalization vs. generic tools.

• 10:50 – When to Upgrade Your Email Strategy — Why advanced automation usually comes after 2+ years.

• 17:44 – Two Must-Have SaaS Workflows — Onboarding & paying-customer retention.

• 24:36 – The Atomic Emails Framework — How to build campaigns from existing content.

• 27:40 – Deliverability Best Practices — Domain setup, spam risk,

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

MY DEEP DIVE

Use AI as Your PMM Copilot

How to Turn ChatGPT into a Strategic Partner for Product Marketers

Hey,

This week I came across something worth sharing:

"How Sam Parr Uses ChatGPT as His Executive Coach" — a short, tactical guide that breaks down how Sam turned ChatGPT into a 24/7 strategic partner for life and business.

As I read it, one thing became clear:
This framework is perfect for product marketers.

Because let’s be honest:
We’re asked to juggle messaging, launches, sales enablement, feedback loops, and alignment — often solo. But what if you had an intelligent assistant that could think with you, challenge your assumptions, and guide your decisions?

Here’s how to adapt Sam’s system for product marketing

🔧 Step-by-step: How to Use ChatGPT Like a PMM Copilot

✅ Step 1: Interview Yourself
Have ChatGPT ask you a set of deep-dive questions about:

• Your product(s) and positioning

• Personas, pain points, and competitors

• GTM motion, key metrics, and what’s currently not working

Give honest, detailed answers — this becomes your PMM brief.

✅ Step 2: Gather Feedback from Others
Ask your sales team, product lead, or stakeholders:

Upload this into ChatGPT. It’ll start spotting patterns in how you operate — good and bad.

✅ Step 3: Feed It Data
Upload:

• Your latest messaging docs or pitch decks

• Launch retros

• Win/loss notes

• Sales enablement collateral

Now ask:

✅ Step 4: Ask It to Roleplay
Let it become your:

• Sales rep: “How would you pitch this to a skeptical buyer?”

• Customer: “What’s confusing about this value prop?”

• Stakeholder: “What might I push back on in this launch plan?”

This turns your AI tool into a safe space for sharpening your ideas before they hit real stakeholders.

📌 Why This Works for Product Marketers

• You already live at the intersection of strategy, storytelling, and execution.

• You rarely get deep feedback from multiple teams.

• You have to create structure out of chaos — and fast.

ChatGPT becomes your:
✅ Sparring partner
✅ Messaging validator
✅ Research assistant
✅ Quiet sounding board for positioning, personas, and GTM decisions

And the best part? It doesn’t need a calendar slot.

📎 Resource Link

You can find the original guide here:
How Sam Parr Uses ChatGPT as His Executive Coach (PDF)

Or search for the write-up via My First Million podcast resources.

Hey,

Episode 14 of the podcast is live!

This week, I sat down with Michal Lasman, a product marketing leader turned executive coach, to talk about something more marketers and managers need to pay attention to:

👉 How to lead with empathy, clarity, and trust — without performing some version of “ideal leadership.”

Michal has spent years building teams, mentoring PMMs, and now coaching leaders across tech and marketing.
What stood out most was how deeply he cares about communication, listening, and helping people show up as their real selves.

We had a grounded, honest conversation about soft skills, feedback, coaching, and what it really takes to grow into a better leader — especially in fast-moving, high-pressure roles.

Listen on:

• Apple Podcast

• Spotify

• Youtube

What we talked about:

• Why soft skills like listening and self-awareness are now must-haves for modern leadership

• The difference between managing and coaching — and why it matters more than ever

• How to give feedback that builds trust, not fear

• Why clarity in communication is a leadership superpower

• What it means to truly support your team without needing all the answers

• How product marketers can grow into impactful leaders — without changing who they are

• And why leadership isn’t a performance — it’s a practice you develop over time

A few key learnings:

• Soft skills aren’t “nice-to-haves” anymore — listening, self-awareness, and emotional clarity are essential for building trust and leading effectively.

• Most performance issues aren’t about skill — they’re rooted in unclear communication, mismatched expectations, or a lack of safety in the team.

• Coaching and managing are different — coaching is about asking the right questions and holding space, not giving advice or fixing things.

• Leadership isn’t a role, it’s a relationship — how you show up, listen, and communicate directly impacts how your team performs.

• Clarity is a gift — simplifying your message and aligning your language can completely shift how teams operate and execute.

• You don’t have to perform leadership — the best leaders are real, grounded, and open to learning.

Episode Chapters – Barney O’Kelly: Be Seen, Make Friends

00:00 – Intro
03:10 – Why Michal shifted from PMM to coaching
06:30 – Where most managers go wrong
10:00 – How better communication fixes bigger problems
14:40 – Coaching vs. managing: what changes
18:10 – Giving feedback that strengthens trust
22:30 – Self-awareness as a leadership skill
27:00 – Listening in high-pressure environments
32:20 – Lessons from coaching fast-paced teams
36:10 – Leading as a practice, not a performance
44:00 – Advice for PMMs who want to lead better
51:00 – Where to find and connect with Michal

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

MY DEEP DIVE

Look and Sound Like a Pro on Camera: My Ultimate

Look and Sound Like a Pro on Camera: My Ultimate Remote Desk Setup for Product Marketers

A minimalist, studio-quality setup to upgrade your presence in every remote meeting, podcast, or video call.

Let’s be honest — in today’s remote-first world, your video presence is your new business card. Just like you’d dress well for a face-to-face meeting, looking and sounding professional on video is no longer optional — it’s a reflection of your brand.

I’m a product marketer, podcast host, and content creator, and I spend hours on camera every week — whether it’s for important Zoom calls, podcast interviews, or video content. Over time, I’ve tested a lot of gear and done extensive research to balance quality, price, and practicality.

Here’s my curated, real-world-tested remote desk setup. This is what I currently use — and genuinely recommend — to look and sound my best from anywhere.

Why This Setup?

• Studio-quality video & audio

• Compact, clean desk setup

• Perfect for remote workers, podcasters, and creators

• Easy to control and adjust

• Best value-for-money combo I could find

1. Lighting First: The Most Important Piece of the Setup

If you take just one thing from this article, let it be this: light matters more than your camera. Without good lighting, even a $2,000 camera will look average. That’s why this is the first thing I invested in.

👉 My choice: Elgato Key Light Air

Why I love it:

• Flat & space-saving – Perfect for smaller desks

• Fully adjustable via app (brightness + color temperature)

• Soft, natural light – no harsh shadows

• Professional look – You instantly look fresher and sharper

I've tried basic ring lights (too harsh and cheap-looking) and studio panels (amazing but bulky and expensive). The Key Light Air is the perfect middle ground.

💡 Pro Tip: Position it slightly above your eyeline, angled down at about 45 degrees for the most flattering light.

2. Camera Setup: Ditch the Webcam

Most webcams fall short — even the "good" ones. I was never happy with the image quality until I switched to a dedicated mirrorless camera.

👉 My choice:

• Camera: Sony ZV-E10 II

• Lens: Sigma 16mm f/1.4 DC DN

Why I picked this combo:

• True 4K video with clean HDMI output

• Super easy interface (great even if you’re not a tech expert)

• Articulating screen – helps frame yourself easily

• Sigma lens = beautiful depth of field & perfect framing for desk shots

• Excellent in low light, especially paired with Key Light Air

The Sigma 16mm lets you sit close to the camera and still have a wide, natural shot with that nice blurred background ("bokeh") effect. This combo feels like you're on a Netflix docuseries — not a boring Teams call.

Bonus gear you’ll need:

• Dummy battery – for unlimited power during long sessions

• Elgato Cam Link 4K – to convert the HDMI signal to USB

• Camera arm mount – I use a Neewer fixed arm to position the camera exactly where I want it and keep my desk free

3. Audio Setup: Because People Will Forgive Bad Video, But Not Bad Audio

After testing several mics, I settled on the Shure MV7+. It’s a professional-grade mic that’s USB plug-and-play, but with XLR compatibility if you ever want to level up.

👉 My choice:

• Mic: Shure MV7+

• Arm: Elgato Low Profile Mic Arm

Why I love this setup:

• Broadcast-quality sound with rich, warm tone

• Built-in monitor output – so you can hear yourself

• Mute button – lifesaver during live calls

• USB-C connection – no need for extra audio interfaces

• Looks sleek – and yes, people will ask you about your mic

The Elgato arm is low-profile, so it stays out of the camera frame and can be folded away when not in use — great for a minimalist setup.

Why This Setup Works for Me (And Might for You Too)

As a product marketer and creator, I needed something that:

• Makes me look sharp and credible on camera

• Sounds professional for podcasts and meetings

• Doesn’t clutter my space

• Is future-proof and upgradeable

This setup gives me studio-quality results in a small footprint, and I honestly wouldn’t change a thing right now.

Quick Recap: My Full Setup List

Final Thoughts: Invest in Presence

In a remote world, your setup is part of your personal brand. It shows people that you care about quality, details, and how you present yourself.

If you’re a product marketer, founder, podcaster, coach — or anyone who lives on Zoom or records content — this setup will elevate your output immediately. No more fuzzy video, tinny sound, or weird lighting.

You don’t need to buy everything at once. Start with lighting, then upgrade your audio, and finish with the camera setup. But once you try this combo, you’ll wonder how you ever lived without it.

Hey,

Episode 13 of the podcast is live!

This week, I sat down with Barney O’Kelly, Head of Solutions & Product Marketing at Alex Partners, to talk about something every marketer and career-driven professional should think about:

👉 How to build a personal brand that creates real opportunities — without being loud about it.

Barney is one of those people who walks the talk.
He doesn’t chase attention, but he’s intentional with how he shows up — and people notice.
We had a really honest, insightful conversation about visibility, trust, career growth, and what it really means to be seen.

Listen on:

• Apple Podcast

• Spotify

• Youtube

What we talked about:

• Why “Be Seen, Make Friends” is more than a personal mantra — it’s a career framework

• The MVP of a personal brand if you’re just getting started

• Why your internal brand is just as important as your external one

• How to use LinkedIn as your career runway (even if you’re not job hunting)

• The difference between self-promotion vs storytelling

• How introverts can build powerful, low-ego networks

• Why helping others is the most underrated strategy for long-term growth

A few key learnings:

• Your job title is not your story — your approach and values are what make you stand out

• You don’t need to post daily — just show up intentionally

• Your personal brand starts working long before you ever need to rely on it

• Connection > promotion — the best networkers are the ones who help others succeed

Episode Chapters – Barney O’Kelly: Be Seen, Make Friends

00:00 – Intro
01:50 – What "Be Seen, Make Friends" really means
05:15 – How Barney thinks about personal brand in B2B
08:30 – The MVP of a strong LinkedIn profile
11:10 – Why your job title isn’t your story
13:45 – Internal brand vs. external brand
16:50 – LinkedIn as your career runway
20:00 – How to show up online without feeling self-promotional
24:15 – Visibility tips for introverts
28:00 – The value of connecting others to build your network
30:40 – Why Barney doesn’t love LinkedIn recommendations
33:20 – Helping others shape their own brand
36:00 – What Barney looks for in candidates he hires
39:30 – Can your brand evolve with seniority?
42:00 – Where to start if you're building your brand from scratch
45:00 – Final thoughts + where to connect with Barney

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

Hey,

Episode 12 is live!

This week, I spoke with Mikey Mioduski, founder of GhostRanch Communications—the go-to agency for B2B SaaS presentations. From sales decks to product launches and internal storytelling, Mikey and his team have helped shape the narratives behind some of the biggest enterprise deals.

We talked about:

• Why decks are strategy tools, not just pretty slides

• The hidden cost of unclear messaging in product marketing

• How to craft presentations that drive real business outcomes

• Common pitfalls PMMs face when owning the deck

• And how to align storytelling, design, and business impact

If you’ve ever been handed “the deck” last minute—or want to feel more confident owning it—this one’s for you.

Listen on:

• Apple Podcast

• Spotify

• Youtube

In this episode, I sat down with Mikey Mioduski, founder and CEO of GhostRanch Communications, to dive deep into a side of product marketing that often gets overlooked: presentations.

Mikey has worked behind the scenes of some of the biggest enterprise SaaS deals—crafting decks that don’t just tell a story but drive decisions. Whether it’s an investor pitch, a big sales moment, or an internal narrative to align the org, Mikey and his team live at the intersection of storytelling, design, and strategy.

We talked about the gap between design and messaging in B2B, the hidden cost of bad decks, and why the best presentations start with narrative clarity. If you’ve ever been tasked with “just making the deck look nice,” this conversation will change the way you think about slides forever.

Takeaways:

• Great decks are strategy tools. They aren't just visuals—they shape how your audience feels, understands, and remembers your product.

• The design vs. messaging gap is real. Most teams focus on what looks good instead of what connects—and Mikey’s work bridges that gap.

• Product marketers are presentation owners by default. But without the right toolkit or guidance, they’re often set up to fail.

• Clarity > Creativity. The best presentations aren’t flashy—they’re focused, intentional, and built around a sharp narrative.

• The internal pitch matters. Before you convince customers or investors, you need to sell the story inside your company.

Chapters:

3:10 – Mikey’s path from agency work to founding GhostRanch
7:40 – What makes a presentation actually effective
13:15 – Common mistakes product marketers make with decks
20:10 – Sales decks vs. product launches vs. internal presentations
28:30 – Why great storytelling starts with knowing your Point A
34:45 – The cost of unclear internal communication
41:20 – Final advice for marketers who want to up their presentation game

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

MY DEEP DIVE

Elevate Your Remote Presence: A Product Marketer’s Guide to a Professional Setup

Actionable Steps to Enhance Your Video, Audio, and Lighting for Maximum Impact

Ever lost a someon’s attention because your video froze or your audio sounded like a tin can? As a product marketer, your remote setup is your digital handshake, your elevator pitch, and your demo booth all rolled into one. A polished presence builds trust and keeps your audience hooked—whether you’re pitching a new campaign or hosting a webinar. In this guide, you’ll get practical tips to upgrade your video, audio, and lighting, plus ideas to make your setup work harder for you. No Hollywood budget required—just a few smart tweaks. Ready to transform your remote game? Let’s go!

Why Your Remote Setup Matters

Your screen is your stage, and first impressions count. A grainy webcam or echoey audio is like showing up to a client meeting in sweatpants—it undermines your message before you even start. A professional setup shows you’re serious about your work, boosts your confidence, and keeps your audience focused on what you’re saying, not how you look or sound. Plus, with a little effort, you can create a setup that pulls double duty for content creation, podcasts, or whatever else you’ve got cooking. Let’s break it down.

Video: Look the Part

Why It Matters

Your video quality is the first thing people notice. A sharp, clear image screams credibility and keeps your viewers locked in on your product demo or pitch. When you look good, they trust you more—it’s that simple.

Common Mistakes

• Camera too low (double-chin city) or too high (forehead overload)

• Cluttered backgrounds that steal the spotlight

• Bad lighting that turns you into a blurry blob

Quick Fixes

• Raise your camera to eye level—stack books under your laptop if you have to.

• Pick a clean background: a plain wall or tidy bookshelf does the trick.

• Don’t sit with a bright window behind you—it’ll make you a silhouette.

Gear Recommendations

• Budget: Grab a smartphone stand (~$20) and use your phone’s camera with an app like EpocCam.

• Pro: The Logitech C920 (~$70) delivers crisp 1080p video for calls and demos.

• Next Level: For webinars or content creation, the Sony ZV-E10 (~$700) brings 4K quality that wows, if possible, pair it with the Sigma 16mm 1.4 lens kit.

Quick Win: For your next meeting, adjust your camera to eye level and clear your background. You’ll look sharper instantly.

Audio: Sound Like a Pro

Why It Matters

If they can’t hear you, they can’t buy into your ideas. Clear audio is a must for nailing pitches, demos, or team syncs. Muffled sound or background noise can tank your message faster than you can say “Can you hear me now?”

Common Issues

• Barking dogs, typing, or street noise sneaking in

• Echoes bouncing off bare walls

• Tinny vibes from your laptop’s built-in mic

Simple Improvements

• Pop on headphones with a mic to cut echo.

• Record a quick test clip before calls—listen for trouble spots.

• Mute yourself when you’re not talking to keep it clean.

Mic Options

• Budget: The Fifine K669 (~$30) is a USB mic that beats your laptop hands down.

• Pro: The Blue Yeti (~$100) gives you studio-grade sound for calls and recordings.

• Versatile: The Shure MV7 (~$250) works for podcasts, voiceovers, and more.

Quick Win: Wear headphones for your next call—your audio will sound crisper right away.

Lighting: Shine on Screen

Why It’s Crucial

Lighting can make or break your on-screen vibe. Bad lighting leaves you shadowy or washed out; good lighting makes you look awake, engaged, and pro. It’s the difference between “they’re tired” and “they’ve got this.”

Lighting Pitfalls

• Overhead lights casting weird shadows under your eyes

• Bright windows behind you turning you into a dark outline

• Uneven light that makes half your face disappear

Free Lighting Hacks

• Face a window for soft, natural light during the day.

• Soften harsh sunlight with a white sheet or curtain.

• Set a desk lamp behind your camera to light your face evenly.

Lighting Gear

• Budget: A 10-inch ring light (~$30) gives you flattering, even light.

• Pro: The Elgato Key Light (~$160) is adjustable via app for perfect brightness.

• Content Creator: A softbox kit (~$50) brings studio vibes to your videos.

Quick Win: For your next call, face a window or aim a desk lamp at your face. You’ll glow—professionally.

Multi-Purpose Setup: Get More from Your Gear

You’re a product marketer, so you probably juggle a million things—client calls, webinars, maybe even a side hustle like a podcast. Why not make your setup work as hard as you do? Here’s how:

• Camera: A mirrorless option like the Sony ZV-E10 can handle meetings and slick video content.

• Mic: The Shure MV7 switches effortlessly from calls to podcasting.

• Lighting: The Elgato Key Light adjusts for Zoom or softer tones for recording.

Smart gear choices save you cash and keep you ready for anything—whether you’re pitching a client or dropping a hot take online.

Wrap-Up: Start Small, See Big Results

You don’t need to revamp everything today. Pick one tweak—adjust your camera, grab headphones, or reposition a lamp—and watch how it lifts your game. Each step makes you more polished, more confident, and more engaging. Your remote setup is your chance to stand out, so make it count.

Try This: Use one tip from this guide in your next meeting. You’ll feel the difference—and they’ll notice it too.

Want more? Next week I’ll publish the full list of gear I’m using in my remote setup to work and record podcasts

Hey,

I'm excited to share that episode n.11 is live.

I talked to Hattie the PMM, a product marketing leader and one of LinkedIn’s most insightful voices on personal branding, career resilience, and standing out in a competitive market.
From navigating five layoffs to building a strong personal brand that opened new doors, Hattie has mastered the art of staying visible and valuable—and in this episode, she shares exactly how you can do it too.

Listen on:

• Apple Podcast

• Spotify

• Youtube

In this episode, I sat down with Hattie, a seasoned product marketing manager, to talk about the importance of building your personal brand before you actually need it. Hattie has been laid off five times throughout her career, and each time, her visibility and reputation helped her bounce back faster and stronger. She shared how personal branding isn’t about ego or going viral — it’s about creating career security and opening new doors before you’re forced to.

One of the biggest takeaways from our conversation was the mindset shift marketers need to make around visibility. Many people think doing good work is enough to be recognized. Hattie explained why that’s no longer true, especially in today’s tech landscape. Your work needs an amplifier — and that amplifier is you. Building your internal and external brand consistently ensures that when opportunities (or layoffs) come, you’re already top of mind.

We also discussed the power of small, consistent actions on LinkedIn. Hattie isn’t chasing vanity metrics or overnight success — she focuses on helping, sharing insights, and staying visible week after week. This consistent presence has led to job offers, stronger internal influence, and a network she can lean on at any point.

Another highlight from our conversation was the difference between internal influence and external authority. Hattie believes both are essential. Inside a company, you need to be known as someone who drives results and communicates clearly. Outside the company, a visible LinkedIn presence builds your market value and makes you more resilient to change.

Finally, Hattie shared practical advice for marketers at any career stage:
Start now. Post before you think you’re ready. Build relationships before you need them. Visibility isn’t just for people with big titles — it’s for anyone who wants to build a lasting, adaptable career.

This episode is packed with practical, real-world advice for product marketers, tech professionals, and anyone thinking, “Maybe I should start putting myself out there.” If you're serious about future-proofing your career, you’ll find this conversation incredibly valuable. 🚀

Takeaways:

• Visibility is currency — inside your company and on LinkedIn.

• Don’t wait for a layoff to show what you know — build your voice early.

• You don’t need to go viral — you just need to be consistent and helpfull

• Storytelling and clarity are the most underrated skills in product marketing.
  Personal brand ≠ ego. It’s a safety net, and a growth engine.

Chapters:

00:00 – Introduction
02:30 – Nitin’s global journey (India → Africa → USA)
04:55 – From software engineering to marketing: How he made the switch
09:40 – Why personal branding is more important than ever
14:00 – Overcoming imposter syndrome and self-doubt
20:15 – The strategy behind networking and making meaningful connections
28:20 – Choosing the right platform for your content
38:40 – How data and analytics help improve your brand growth
45:30 – Writing a book in 2 months: Lessons from Nitin’s Amazon Bestseller
52:50 – The power of community: How helping others helps you

Thank you for being part of this journey, let me know what you think of my podcast, any feedback is more than welcome.

Your support means the world to me, and I can't wait to share more episodes with you.

P.S. Do it Your Way 🧭

P.P.S. If you liked this episode leave a review, it will help other people like you discover the podcast.

Ivan

MY DEEP DIVE

Shopify’s AI Rule: Your Playbook for Product Marketing

Shopify’s CEO dropped a bombshell: no new hires unless you prove AI can’t do the job. This changes the game for product marketers like us. It’s not just about saving money—it’s about working smarter and proving our worth. Here’s what it means, why it matters, and how to stay ahead.

What’s Going On?

Shopify wants teams to use AI for tasks before asking for more people. It’s a push to make work faster and cheaper. For us, it means rethinking how we market products. AI’s taking over repetitive stuff, so we need to focus on what humans do best.

Key Point: Use AI to handle grunt work. Save your energy for big ideas.

AI’s Your New Sidekick

AI can make your job easier. Here’s where it shines:

• Customer Insights: AI digs through data to spot trends. It can tell you what customers want faster than any spreadsheet.

  • Do This: Try tools like HubSpot’s AI to analyze feedback. Use the insights to tweak your messaging.

• Campaign Tweaks: AI tests ads and emails in real time. It finds what works and cuts what doesn’t.

  • Do This: Run A/B tests with AI platforms like Optimizely. Focus on crafting the story behind the results.

• Personalized Outreach: AI tailors campaigns to each customer. It’s like having a million assistants.

  • Do This: Use AI in your CRM to send custom product suggestions. Shopify’s betting big on this with their Vantage Discovery buy.

Key Point: Let AI do the heavy lifting. You focus on strategy.

What AI Can’t Do

AI’s great, but it’s not you. Here’s where you crush it:

• Tell Stories: AI can write, but it can’t make people feel. Your knack for turning features into stories is gold.

  • Do This: Build a campaign narrative that hits emotions—like how your product solves a real pain point.

• Find Hidden Needs: AI works with what’s there. You see what customers don’t even know they want yet.

  • Do This: Talk to customers directly. Use AI to back up your hunches, not replace them.

• Build Trust: People buy from brands they like. AI can’t charm or connect like you can.

  • Do This: Create a community—like a customer Slack group—to keep people engaged.

Key Point: Your creativity and gut keep you in the game.

How to Win

Shopify’s policy is a heads-up: AI’s here to stay. Here’s how to make it work for you:

1. Learn AI Basics: Get comfy with tools like Jasper or Google Analytics AI. You don’t need to code—just know what they do.

2. Automate the Boring Stuff: Hand off data sorting or ad tweaks to AI. Spend your time on ideas that move the needle.

3. Show Your Value: When pitching for budget or hires, stress what only you can do—like nailing a product launch vibe.

4. Stay Curious: Take a quick course on AI in marketing. LinkedIn Learning has good ones that won’t eat your week.

Key Point: Blend AI’s speed with your smarts to stand out.

Why It Matters

This isn’t just Shopify’s thing—it’s where marketing’s headed. Companies like Klarna are already replacing hundreds of jobs with AI. But here’s the deal: AI doesn’t kill creativity—it needs it. By using AI to handle routine tasks, you get more time to dream up campaigns that stick.

The catch? You’ve got to adapt. Prove you’re worth more than a bot by focusing on strategy, stories, and relationships. That’s how you’ll keep your edge.

Your Next Step: Look at your to-do list. Pick one task—like sorting customer data—that AI could do. Try a tool to handle it this week. Then spend the saved time brainstorming a bold new campaign idea. Let us know how it goes—we’re all in this together!