WRITTEN BY Anderson Beres, CONSULTANT at Fluvio
I talk to a lot of product marketers. They come from all different backgrounds, but tend to have two things in common:
1: a sharp, uncompromising sense of curiosity
2: a particular type of creativity, one that's strong enough to give voice to the abstract, but flexible enough to keep customers' true desires in their sights
These attributes – the willingness to explore, the tenacity to understand, and the ability to think beyond conventional methods – are precisely what drive the effective application of AI in any context.
I could use this article to show you some of the latest tools or demonstrate some interesting tips for using AI, but most likely those tools and tips will be out of date by the end of the month, if not sooner. As markets evolve and technologies advance, product marketers must embrace a mindset that reaches beyond specific tools and techniques.
It's all about seeing potential, applying imagination, and finding timeless solutions.
In this article, I'll walk through the application of a universal approach that leverages AI to sift through information, categorize responses, and draw out sentiments and preferences. This framework, unlike specific tools or tips, won't become outdated because it's founded on a way of thinking that the best product marketers excel in, and acknowledges a universal truth: we are limited in our ability to solve problems only by our ability to imagine how they might be solved.
There are 3 main paradigm shifts that unlock tremendous value when it comes to using AI in your daily workflow:
From Tools to Collaborators
Instead of seeing AI and technology as mere instruments to be used, we must recognize them as collaborators in our efforts. This shift allows us to approach AI more creatively, tapping into its potential for both analytical and imaginative tasks.
Embracing Imagination over Technical Expertise
While technical skills like coding and data analysis can be valuable, they are not the only path to leveraging AI. By embracing our curiosity and imagination, we can utilize AI tools like ChatGPT to their fullest potential, even without traditional tech expertise.
Universal Approach over Specific Solutions
Rather than becoming entangled in specific tools, techniques, or tips that may quickly become outdated, we must cultivate a timeless mindset. This approach emphasizes universal thinking that adapts and evolves with changing technology, ensuring continued relevance.
A note about Prompt Engineering
Prompt engineering is an essential aspect of successfully collaborating with AI. While it might seem like a straightforward task, crafting the right prompts can be both art and science. Here's why it's so vital:
Precision in Communication: AI, while powerful, relies on the clarity and specificity of the questions or commands given to it. A well-crafted prompt can direct the AI's focus precisely where you want it, ensuring more relevant and accurate results.
Understanding over Technical Knowledge: You don't need to be a data scientist or coder to utilize AI effectively. Spending time on prompt engineering allows you to engage with the AI on a more human level, translating your unique perspective and imagination into queries that the AI can understand and respond to.
Iterative Refinement: Sometimes, the first prompt may not yield the desired results. Prompt engineering is an ongoing process, requiring adjustments and refinements. The willingness to tweak and experiment with prompts is integral to a successful collaboration.
The Power of Curiosity and Creativity: Crafting prompts is not just about being logical or systematic. It invites creativity and curiosity, allowing you to explore different angles and solutions. The more imaginative and exploratory your prompts are, the more you can tap into the AI's potential to provide innovative insights.
From initial brainstorming to the final interpretation of data, the careful crafting of questions and commands was instrumental in guiding ChatGPT in the desired direction.
This nuanced approach represents a significant paradigm shift in how we can work with AI. It underscores the value of a mindset that views AI as a collaborator rather than a mere tool, and it emphasizes the importance of clear, thoughtful communication.
The takeaway here is clear: spending the time to craft your prompts in the most logical and effective way is not just a minor detail. It's a fundamental skill that enables a more fluid and fruitful collaboration with AI, allowing you to unlock its full potential in ways that resonate with your unique goals and perspective.
A Real-World Example
Recently, a colleague presented me with a challenge: a dense spreadsheet filled with survey results, a confusing array of numbers, answers, and feedback. It was an essential piece of work, collected from customers to understand their needs, but the complexity was daunting. I recognized it as a chance to put into practice a way of thinking that transcends any given tool.
I initially turned to Google Apps Script, thinking it would be the tool to tackle the challenge. Together with ChatGPT, we started to collaborate, like a team working on a project. I described the problem, we explored solutions, and even began writing code.
But then, the dreaded “project pivot” Reared its ugly head.
As we delved into the process, I realized that Google Apps Script might not be the best solution. Instead, my assistant suggested using the Google NLP API, a toolset I wasn't very familiar with.
Rather than being deterred, I saw this as an opportunity to explore new territories.
With ChatGPT as my collaborative partner, we embarked on the learning journey to set up and use the Google NLP API. The process was iterative, creative, and filled with back-and-forth dialogues. We encountered challenges, adjusted our approach, and continued to refine and adapt.
Together, we not only worked through the technical setup but also the analytical process of extracting insights from the data. Using a mindset that sees tools as collaborators and embracing imagination over technical expertise, we turned potential obstacles into strengths - not only solving the problem, but rapidly augmenting my own skill set along the way.
The remarkable aspect of this entire process was the continuity and flexibility of my collaboration with ChatGPT. Despite not being a coder or having substantial technical expertise, and even though we had to switch tools partway through the project, our original goal and working style remained in sharp focus.
That's the beauty of this approach.
No matter the changes or the shifts, one thing remains constant: your collaborative relationship with the AI.
ChatGPT’s secret weapon isn’t its ability to generate huge quantities of human-like text, it is its ability to adapt to my needs, to pivot without losing sight of our objectives, and to work with me in a way that mirrored my own thinking that is the true game-changer.
The outcome went beyond mere problem-solving. It was an embodiment of a new way of thinking and engaging with technology that recognized and utilized the AI's potential as a cooperative partner. This approach allowed me to overcome the limitations of my technical expertise and to leverage the flexibility and ingenuity of AI, resulting in timeless and adaptable solutions.
Understanding the Challenge
Imagine trying to understand a complicated puzzle. It's like looking at a jigsaw puzzle without knowing what the final picture should look like. You know you need to find the edges and corners, but you're not sure what to do next. This stage is about defining what you want to achieve and choosing the right tools to help you – like finding the puzzle's picture on the box.
Paradigm Shift: Embracing Imagination over Technical Expertise
Problem Identification: Analyzed the dense spreadsheet and identified the core challenge - are we extracting meaningful insights? Synthesizing data? Something else?
Goal Setting: Clearly define the objective, steering away from just data manipulation, towards uncovering true insight.
Tool Selection: In this case, I chose ChatGPT not for its technical prowess, but for its potential to mesh with a creative and imaginative approach, and especially its ability to iterate over time.
First Prompt: The journey begins with careful prompt engineering. Instead of a technical query, explain the challenge to ChatGPT in human terms, inviting it to join you in brainstorming solutions.
Initiating AI Collaboration
Think of this as striking up a conversation with a wise friend who can help you solve the puzzle. You explain what you want to do, and you both start brainstorming ways to achieve it. If your friend suggests something off-track, you gently guide them back. It's a friendly back-and-forth where both sides are working together.
Paradigm Shift: From Tools to Collaborators
Presenting the Problem: Share the intricate details of the content you’re interacting with, be VERY specific. Time spent here is time saved later.
Exploring Solutions: Engage in a back-and-forth conversation with ChatGPT, driven by curiosity and the belief in AI as a collaborative partner, not just a tool.
Guiding Direction: Prompt engineering comes into play when ChatGPT strays, and it will stray. Clear and imaginative rephrasing redirects its focus.
Designing the Approach
This stage is like planning your route on a road trip. You know where you're starting, and you know your destination, but there are many ways to get there. You work with your road trip buddy (ChatGPT) to figure out the best path, knowing that you might need to change course along the way. It's about flexibility and staying open to new ideas.
Paradigm Shift: Universal Approach over Specific Solutions
Iterative Ideation: Multiple rounds of interaction with ChatGPT, marked by refinements and adjustments in prompts, reflecting a collaborative evolution.
Solution Development: Create an approach that is flexible and timeless, free from dependencies on specific or soon-to-be-outdated techniques.
Feedback Loop: Maintained an ongoing dialogue with ChatGPT, nurturing the collaboration through continuous feedback.
Implementing the Solution
Imagine you're cooking a complex meal with a friend, following a recipe but also improvising. As you go, you taste, adjust, and occasionally run into problems (like something burning). Together, you work out how to fix it. You're both involved in the process, adapting as needed, until the meal is ready.
Paradigm Shift: Embracing Imagination over Technical Expertise
Data Interpretation: Collaboratively worked with ChatGPT, transforming data into insights through creative and non-technical engagement.
Ongoing Collaboration: Prompt engineering continued, shaping the direction of the analysis and ensuring alignment with your objectives.
Troubleshooting: Encountered hurdles were creatively overcome with ChatGPT, thanks to well-crafted prompts and the recognition of AI as a flexible collaborator.
Drawing Insights and Application
This final stage is like standing back and admiring the completed puzzle or enjoying the meal you've cooked. You reflect on what you've done and what you've learned. It's a moment to appreciate how the journey was more than just completing a task; it was about the collaboration, creativity, and the new ways of thinking that got you there. This is your opportunity to think about how you might apply this process to other, completely unrelated problems.
Paradigm Shift: Universal Approach over Specific Solutions
Insight Extraction: Meticulously crafted prompts facilitated the collaboration with ChatGPT, distilling key sentiments from raw data.
Strategy Formation: Utilized the timeless insights to develop product marketing strategies that truly resonate with customer needs.
Reflecting and Learning: Concluded by reflecting on the process and acknowledging the value of the paradigm shifts that guided this successful collaboration.
For product marketers, a new horizon is unfolding. The future isn't solely about mastering the tools at our disposal, but engaging in a vibrant collaboration between human intuition and artificial intelligence. This partnership is an open door to exploration, innovation, and the reimagining of what we can achieve. Your next breakthrough isn't hidden within the pages of a manual or a step-by-step tutorial; it's simply a conversation away.