# 069: PhD & Harvard Grad on the 4 Ps of Product Marketing

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-04-01
- Length: 33m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing
- Listen: https://productstartup.com/

## Summary

Dr. James Richardson, author of 'Ramping Your Brand' and founder of Premium Growth Solutions, explains how hardware startups can use the four Ps of marketing to achieve exponential growth. He argues that founders must prioritize 'Product' by identifying the core sociological outcome customers seek, rather than just technical features, using examples like the CNCT cooler and ClassiClink. Richardson advises 'Placement' and 'Pricing' strategies that favor premium pricing and niche channels to ensure sufficient gross profit for reinvestment, avoiding mass-market traps like Walmart. Finally, he emphasizes 'Promotion' through entertaining, high-quality video content on social media that highlights the product's aesthetic and functional benefits to justify the premium price point.

## Chapters

- [0:45](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing#t=45) Introduction: Dr. James Richardson and Premium Growth Solutions
- [2:59](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing#t=179) The Four Ps: Product, Placement, Pricing, and Promotion
- [6:20](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing#t=380) Product: Diagnosing Growth via Customer Outcomes and Jobs to be Done
- [12:51](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing#t=771) Case Studies: CNCT Cooler and ClassiClink Niche Focus
- [17:44](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing#t=1064) Placement and Pricing: The Case for Premium Pricing and Niche Channels
- [27:25](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing#t=1645) Promotion: Entertaining Video Content and Social Media ROI
- [29:06](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing#t=1746) Conclusion: Resources and Book Promotion

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Ramping Your Brand (product)
- Premium Growth Solutions (company)
- Mako Design + Invent (company)
- CNCT cooler (product)
- ClassiClink (product)
- Activia (product)
- Vita Coco (product)
- Skinny Pop (product)
- Dollar Shave Club (company)
- Walmart (company)
- Target (company)
- Shopify (other)
- Amazon (company)

## Related episodes from other shows

- [76: Tom’s Future Corner](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-01-12-76-toms-future-corner) (Thoroughly Considered)
- [#066 - How to apply lean startup principles to hardware, with Ash Maurya of Leanstack, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2019-01-16-066-how-to-apply-lean-startup-principles-to-hardware-with-ash-maurya-of-leanstac) (The Hardware Entrepreneur)
- [S1 E7: Level Up Your Hardware Product Pitch with Haje Kamps](https://hardwarepodcasts.com/podcast/the-builder-circle/2023-06-27-s1-e7-level-up-your-hardware-product-pitch-with-haje-kamps) (The Builder Circle)
- [Advice Line: What’s Your Value?](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value) (How I Built This)
- [#063 - Your (hardware) product is not your product - think in terms of business models, with your host Balint Horvath, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-10-24-063-your-hardware-product-is-not-your-product-think-in-terms-of-business-models) (The Hardware Entrepreneur)

## Citing this page

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