410: Getting attention for a product launch – with Ken Babcock

Lessons from launching a #2 Product of the Year on Product Hunt – for product managers Today we are talking about getting attention for your product launch. Joining us is a co-founder who got his product to #1 Product of the Day, #1 Product of the Week, and a finalist for Product of the Year on Product Hunt. That’s a lot of attention. His name is Ken Babcock, and he is the Co-founder and CEO of Tango. Tango allows you to simply create step-by-step tutorials of anything you do in a web browser or on your computer desktop—it simplifies creating instructions or workflows.  Prior to Tango, Ken spent most of his career in the Bay Area at Uber, where he held roles in Launch Operations, Data Science, and Product Strategy.  Summary of some concepts discussed for product managers [3:12] What insight or problem led you to create Tango? I met my co-founders, Brian and Dan, at Harvard Business School. When we met, we kept talking about team performance. One of the barriers to high performance is creating documentation. It gets outdated quickly, and when it is outdated, people tend to ping you and ask you to update it. The emotions associated with teams creating documentation, which is a conduit to sharing knowledge, were very negative. We thought about how we could shift that to a more positive experience and cut down on pain points. It takes a long time to create documentation. How could we make this passive? Could we make it something people do in the flow of their work? You go through your process and we create the documentation for you. I reflected on my Uber experience, where I was on a launch operations team. We took what we learned from cities we had already launched in and applied it to cities we were about to launch in. It was a constant recalibration of our best practices. [7:48] How do you think about the strategy for getting attention for a new product launch? Your strategy has to be within the context of what your product is. It all comes back to the product you’re offering and the value proposition to the end user. We were a product-led company, meaning people would download the Chrome extension we’ve built and use it to solve their day-to-day tasks. We were speaking directly to those end users. The call to action was, “You need to go download this because you’re spending too much time creating documentation.” Make sure all those pieces are tight—you understand what you’re selling, the typical emotion, who your customers are, and how they find your product. Product Hunt is not one-size-fits-all. Product Hunt is a great way for early product adopters and end users of technology to find tools. Our strategy informed our decision to launch on Product Hunt because that’s where we were going to meet a lot of customers. To start the conversation, you have to know who the people you’re communicating with on launch are. [10:54] Take us through the specifics of launching on Product Hunt and getting a product to the top of the charts. On Product Hunt, every day a new batch of products launches, and those products get upvoted as people interact with them. There’s a #1 product of the day, week, month, and year. We got our product to the #2 Product of the Year, which was pretty cool. Product Hunt is a great way for new products to get visibility; it’s free marketing. To launch on Product Hunt, you upload a quick blurb on what it is and a few screenshots that walk through what the product does. Someone hunts your product. It’s a good signal if a strong hunter hunts your product. This is all geared toward getting attention and upvotes, because if you get upvotes, more people will see your product. Those blurbs and screenshots are not a lot to get people to understand the product. We had to be really tight on that messaging. We had to be very clear on what our product does,