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Create Products That Are Bought And Loved

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<h2 style="white-space:pre-line"><br />Azadeh Mahinpou</h2>
<p>A senior strategic and enigmatic marketing leader, Azadeh commands the clarity, data and customer-centricity needed to build and maintain category leadership across large multi-national consumer brands as well as complex, highly technical B2B companies at various lifecycle stages.</p>
<p>At the helm of marketing for a tech company, Azadeh was the first executive to be tapped by the CEO to lead product at IDENTOS. In 2021, she and the team re-imagined digital transformation in healthcare by simplifying identity and access management and grew the B2B cyber tech startup to10x ARR by 2024. </p>
<p>Prior to this, she was a stabilizer on multi-national consumer brands at Havas Media. As the VP of digital accounts in Canada, Azadeh was instrumental in retaining 100% of clients under the digital portfolio,  growing revenues organically by 16%, and nurturing fantastic talent.</p>
<p>With a strong backbone in digital and tech, she excels in building products and brands that are bought and loved. </p>

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<p>A market undergoing tremendous change but with significant remaining potential. FHIR standards have paved the way for interoperability, but patients still need and want an easy way to manage their health.</p>

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Health-Tech

<p>The ecosystem has grown with fervor. However, with increasing privacy regulations, Mar-tech products still have a long way to go. Marketers need to gain accurate insights, access new markets, and quickly respond across platforms.</p>

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Mar-Tech

<p>With the staggering pace of advancements brought on by AI and quantum processing power, CISOs have never been more concerned about protecting valuable information and assets. Cybertech will need to keep pace with these changes.</p>

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Cyber-Tech

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<p>At IDENTOS, we faced a critical moment when the board of directors was divided on the direction of our next major product development. With differing opinions on which market segment to target and which features to prioritize, the company was at risk of stalling progress and missing key market opportunities.</p><p>As a key leader within the company, I was tasked with navigating the board’s differing viewpoints and facilitating a consensus that would enable us to move forward with a clear and unified strategy. The goal was to align the board on a product roadmap that would maximize our market potential and drive growth.</p><p>To address the situation, I initiated a series of structured workshops and strategy sessions with the board members. I conducted comprehensive market research and gathered data on customer needs, competitive landscape, and emerging trends. I presented this data to the board in a clear and compelling manner, highlighting the potential impact of each proposed direction. Additionally, I facilitated open discussions, encouraging each board member to voice their perspectives and concerns.</p><p>To find common ground, I proposed a phased approach that incorporated key elements from each viewpoint. This approach allowed us to target an initial market segment with high growth potential while keeping options open for future expansion based on real-world feedback and results. I also emphasized the importance of a flexible product development process that could adapt to changing market conditions.</p><p>The board sessions led to a breakthrough. The phased approach gained unanimous support, and we developed a clear and actionable product roadmap. The consensus not only prevented potential delays but also fostered a stronger sense of collaboration and trust among executives and board members. As a result, IDENTOS successfully launched the new product, which was well-received in the market and drove significant growth. The experience demonstrated the power of data-driven decision-making and effective communication in navigating complex board dynamics.</p>

Navigating Boardroom Divides: How Strategic Facilitation and Data-Driven Insights Sets The Stage for Cohesion and Growh

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<p>With a rich background in digital media and ad-tech, I can still remember the staggering disruption Google brought to seeking information and content - and with it, a new model in advertising that would forever change how we interacted and engaged with brands. For years, Google has led the realm of paid search advertising. Its algorithms, reach, and data insights have made it the top choice for businesses seeking traffic and conversions. But the search behavior landscape is shifting. A new player, OpenAI, has emerged. Advanced AI models are changing how users access and interact with content. This raises the question: Is Google's dominance in paid search ending?</p><h2>Shifting Search Behavior</h2><p>AI-powered search tools are transforming online information discovery. Unlike traditional search engines that rely on keywords, AI models like OpenAI's GPT-4 understand context and intent. This results in more nuanced and accurate outcomes. Several factors drive this shift:</p><ul><li><strong>Natural Language Processing (NLP)</strong> - OpenAI’s models excel at understanding and generating human-like text. Users can ask complex questions and get detailed, relevant answers. This reduces the need to sift through multiple search results.</li><li><strong>Personalization</strong> - AI models analyze vast data to provide personalized content and recommendations. This tailored approach can lead to higher user engagement and satisfaction.</li><li><strong>Integration with Digital Assistants</strong> - AI-driven search features are increasingly integrated into digital assistants like Siri, Alexa, and Google Assistant. This allows for seamless voice-activated searches, changing how users interact with search technology.</li></ul><figure id="figure-446sal112alxg4ofrt"><img id="446sal112alxg4ofrt" src="https://images.unsplash.com/photo-1616161560417-66d4db5892ec?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxMHx8QUklMjBzZWFyY2h8ZW58MHx8fHwxNzE4NDU2NTgwfDA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="AI search" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9;" data-mce-src="https://images.unsplash.com/photo-1616161560417-66d4db5892ec?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxMHx8QUklMjBzZWFyY2h8ZW58MHx8fHwxNzE4NDU2NTgwfDA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9;"></figure><p>PPC) advertising. The rise of AI challenges this model in several ways:</p><ul><li><strong>Shift in User Behavior</strong> - As users get accustomed to AI-driven search experiences, they may rely less on traditional search engines. This could reduce the volume of searches on platforms like Google, impacting paid search ads' effectiveness.</li><li><strong>Content Discovery</strong> - AI models can guide users directly to relevant content, bypassing intermediary search engine results pages (SERPs). This diminishes the visibility and effectiveness of paid search ads on SERPs.</li><li><strong>Cost Efficiency</strong> - AI-driven search can offer more cost-effective advertising solutions. By targeting users with greater precision, brands can achieve higher ROI compared to traditional PPC campaigns.</li></ul><h2>How Advertisers are Shifting to OpenAI</h2><p>Advertisers are recognizing the potential of AI-powered platforms like OpenAI. Here are some ways brands are leveraging OpenAI for their advertising strategies:</p><ol><li><strong>Contextual Content Integration</strong> - Brands share detailed content with OpenAI, allowing AI to reference this content in relevant contexts. For example, a fitness company might share workout guides. When users ask about workout routines, OpenAI can suggest the company's content, driving traffic to their website.</li><li><strong>Plugins and Integrations</strong> - Some brands develop plugins that integrate directly with OpenAI’s platform. These plugins allow users to access brand-related content and services within the AI environment. For example, Shopify's plugin provides real-time inventory updates and product recommendations.</li><li><strong>Enhanced User Interaction</strong> - By integrating content with OpenAI, brands can provide highly personalized recommendations. This increases the likelihood of user engagement and conversion.</li><li><strong>Customer Service and Support</strong> - Brands use OpenAI’s capabilities to enhance customer service. By providing AI with product information and FAQs, users receive immediate and accurate responses, improving the customer experience.</li></ol><figure id="figure-ks6env2xtglxg4ol3c"><img id="ks6env2xtglxg4ol3c" src="https://images.unsplash.com/photo-1575550597169-380d0c63eaf4?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxMXx8YWR2ZXJ0aXNpbmclMjBBSXxlbnwwfHx8fDE3MTg0NTY1ODd8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="advertising AI" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9;" data-mce-src="https://images.unsplash.com/photo-1575550597169-380d0c63eaf4?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxMXx8YWR2ZXJ0aXNpbmclMjBBSXxlbnwwfHx8fDE3MTg0NTY1ODd8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9;"></figure><ul><li><strong>Kayak</strong> - Kayak's plugin allows users to search for travel options, book flights, and get travel recommendations directly through OpenAI.</li><li><strong>Instacart</strong> - Instacart’s plugin enables users to order groceries and get recipe suggestions seamlessly.</li><li><strong>Zapier</strong> - Zapier’s plugin helps users automate tasks and workflows between different applications.</li></ul><h2>Results and Insights</h2><p>The results from these partnerships highlight AI's transformative impact:</p><ul><li><strong>Improved Efficiency</strong> - Brands report significant improvements in operational efficiency and customer service response times.</li><li><strong>Enhanced Personalization</strong> - AI’s ability to provide personalized recommendations has led to higher user satisfaction and engagement.</li><li><strong>Cost Savings</strong> - By automating tasks and improving targeting precision, brands have achieved cost savings and higher ROI on marketing efforts.</li></ul><figure id="figure-7dh027516lxg4op26"><img id="7dh027516lxg4op26" src="https://images.unsplash.com/photo-1551288049-bebda4e38f71?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxOXx8YnVzaW5lc3MlMjBpbnNpZ2h0c3xlbnwwfHx8fDE3MTg0NTY1OTJ8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="business insights" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9;" data-mce-src="https://images.unsplash.com/photo-1551288049-bebda4e38f71?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxOXx8YnVzaW5lc3MlMjBpbnNpZ2h0c3xlbnwwfHx8fDE3MTg0NTY1OTJ8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9;"></figure><p>OpenAI are changing the landscape. As user behavior shifts to more conversational and personalized search experiences, the traditional paid search model may need to evolve. Brands that embrace AI for content discovery, customer engagement, and personalized marketing will likely stay ahead. The future of search is being reshaped by AI, and businesses must adapt to maintain their competitive edge.</p><p><br></p>

Is Google's Dominance in Paid Search Numbered?

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<p>An advisory board can be a game-changer for a startup. It offers guidance, industry expertise, and strategic insights that drive growth and innovation. However, creating the right advisory board requires thoughtful planning and a clear understanding of your company’s needs. Here’s a step-by-step guide to help you build an advisory board that will propel your startup to new heights.</p><h2>Understand Your Needs</h2><p>Before reaching out to potential advisors, identify the specific areas where your startup needs guidance. Consider the following:</p><ul><li><strong>Industry Expertise</strong>: Do you need advisors with deep knowledge of your industry to navigate market trends and regulatory environments?</li><li><strong>Functional Expertise</strong>: Are you looking for specialists in areas such as marketing, finance, technology, or operations?</li><li><strong>Network Access</strong>: Do you need advisors who can open doors to potential clients, partners, or investors?</li></ul><p>By clearly defining your needs, you can target individuals whose skills and experiences align with your strategic goals.</p><figure id="figure-2smubswdkvlxf3f1qr"><img id="2smubswdkvlxf3f1qr" src="https://images.unsplash.com/photo-1606836591695-4d58a73eba1e?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxfHxidXNpbmVzcy1tZWV0aW5nfGVufDB8fHx8MTcxODM5Mzk5Nnww&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="business-meeting" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9;" data-mce-src="https://images.unsplash.com/photo-1606836591695-4d58a73eba1e?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwxfHxidXNpbmVzcy1tZWV0aW5nfGVufDB8fHx8MTcxODM5Mzk5Nnww&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9;"></figure><h2>When’s the Right Time to Develop an Advisory Board?</h2><h3>Pre-Product Launch</h3><ul><li><strong>Strategic Guidance</strong>: Advisors can provide invaluable input on product development, market fit, and go-to-market strategies.</li><li><strong>Network Leverage</strong>: Leveraging their networks early on can help with early-stage fundraising, partnerships, and customer acquisition.</li><li><strong>Credibility</strong>: Having a respected advisory board can enhance your startup’s credibility with investors and potential customers.</li></ul><h3>Post-Product Launch</h3><ul><li><strong>Operational Support</strong>: Advisors can help refine business operations, scale marketing efforts, and optimize customer acquisition and retention strategies.</li><li><strong>Growth Strategies</strong>: They can provide insights into expanding into new markets, product diversification, and strategic pivots based on market feedback.</li><li><strong>Resource Allocation</strong>: Advisors can assist in making strategic decisions on resource allocation, ensuring that your company scales efficiently.</li></ul><p>In essence, the timing depends on your specific needs. For many startups, forming an advisory board before the product launch can provide early strategic guidance and network benefits. For others, it might make more sense to wait until after the launch when the focus shifts to scaling and optimizing operations.</p><h2>Identify Potential Advisors</h2><p>Once you’ve outlined your needs, it’s time to identify potential advisors. Look for individuals who:</p><ul><li><strong>Have a Proven Track Record</strong>: Seek out those who have successfully built or led companies in your industry or have relevant functional expertise.</li><li><strong>Are Well-Connected</strong>: Advisors with strong networks can provide valuable introductions and open doors to new opportunities.</li><li><strong>Share Your Vision</strong>: Choose individuals who are enthusiastic about your startup’s mission and are willing to invest their time and energy in your success.</li></ul><h2>Conduct Due Diligence</h2><p>Before inviting potential advisors to join your board, conduct thorough due diligence:</p><ul><li><strong>Research Their Background</strong>: Review their professional history, achievements, and any potential conflicts of interest.</li><li><strong>Seek Recommendations</strong>: Talk to their previous colleagues or other startups they’ve advised to get insights into their advisory style and effectiveness.</li><li><strong>Assess Cultural Fit</strong>: Ensure they align with your company’s values and culture.</li></ul><h2>Define Roles and Expectations</h2><p>Clarity is key to a successful advisory board relationship. Define the roles and expectations upfront:</p><ul><li><strong>Scope of Involvement</strong>: Determine how often you’ll meet (e.g., quarterly, bi-annually) and what type of involvement you expect (e.g., strategic planning, introductions, mentorship).</li><li><strong>Specific Deliverables</strong>: Set clear objectives and key results (OKRs) for each advisor based on their expertise and your company’s needs.</li><li><strong>Compensation</strong>: Decide on the form of compensation, whether it’s equity, a stipend, or a combination of both. Ensure it aligns with industry standards.</li></ul><h2>Onboard Your Advisors</h2><p>Once you’ve selected your advisors, onboard them effectively:</p><ul><li><strong>Provide Comprehensive Background</strong>: Share detailed information about your company, including business plans, financials, and key challenges.</li><li><strong>Set Communication Channels</strong>: Establish regular communication channels, such as monthly updates, bi-weekly calls, or a dedicated Slack channel.</li><li><strong>Integrate Them into Your Team</strong>: Encourage advisors to build relationships with your team members to foster a collaborative environment.</li></ul><h2>Leverage Their Expertise</h2><p>Make the most of your advisory board by actively leveraging their expertise:</p><ul><li><strong>Regular Updates</strong>: Keep them informed about your company’s progress, challenges, and upcoming milestones.</li><li><strong>Seek Their Input</strong>: Involve them in strategic decisions, brainstorming sessions, and critical problem-solving meetings.</li><li><strong>Value Their Feedback</strong>: Actively listen to their advice, even if it challenges your assumptions. Their outside perspective can provide invaluable insights.</li></ul><h2>Evaluate and Evolve</h2><p>An advisory board should evolve with your company’s needs:</p><ul><li><strong>Regular Assessments</strong>: Periodically evaluate the effectiveness of your advisory board and the contributions of each advisor.</li><li><strong>Adapt to Changing Needs</strong>: As your company grows, your advisory needs may change. Be open to adding new advisors or rotating out those whose expertise is no longer as relevant.</li></ul><h2>Conclusion</h2><p>Creating the right advisory board is a strategic process that can significantly impact your startup’s success. By understanding your needs, carefully selecting advisors, defining clear roles, and leveraging their expertise, you can build a board that provides invaluable guidance and propels your company forward.</p><p>Remember, the right advisory board is not just a group of seasoned professionals; it’s a team of dedicated partners who are invested in your vision and committed to helping you achieve your goals. With the right advisory board by your side, your startup can navigate challenges, seize opportunities</p>

Building the Right Advisory Board for Your Product

Have you hit a new stage in your products lifecycle? Undergoing transformation and looking to build or retain market share ? 

GRIT

Create Products That Are Bought And Loved

Azadeh Mahinpou

Trusted by Leading Organizations

Focused Growth & Expertise

Recent Blog Posts

Navigating Boardroom Divides: How Strategic Facilitation ...

Is Google's Dominance in Paid Search Numbered?

Building the Right Advisory Board for Your Product

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