Most adoption problems are not product problems. They are behavior change problems. In this episode, we dig into status quo bias and why customers often stick with what they know, even when your product is clearly better. If you have ever struggled to get users to switch, upgrade, or adopt a new workflow, this will feel very familiar.

Keith Blazek joins me to break down how to drive adoption at scale across an entire customer base. Keith has spent over 13 years driving growth across SaaS and financial services in both B2B and B2C, and he helped scale Classy, now GoFundMe Pro, through major growth and transformation. During that time, the platform grew from $1B to $2.6B in annual nonprofit donation volume.

Keith walks through his adoption playbook, starting with the step most teams skip. The audit. What assets and channels do you actually have, where does the product fit in the lifecycle, and what is really happening in onboarding and usage. From there, he explains how he builds a repeatable system rather than relying on one big campaign.

We also get into practical segmentation, targeting, and positioning for buying committees, plus his Gain, Logic, Fear framework for getting different stakeholders on board without changing the core message. And in the messaging critique segment, Keith audits Wealthfront and shares why specificity and clarity matter even more when you are asking people to change.

LINKS

Messaging Critique: https://www.wealthfront.com

Connect with Keith:

LinkedIn: https://www.linkedin.com/in/keith-blazek/

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Website: https://www.productmarketingadventures.com/

Everyone seems to be talking about community right now, but what does it actually take to build one that people want to be part of? In this episode, Cara Gravett joins us to unpack why community matters more than ever in a landscape full of polished, AI-generated noise, and why belonging can be far more powerful than attention.

Cara brings deep experience from Expedia, where she worked across product, partners, and revenue, helping shape growth in complex B2B ecosystems. She now advises companies on how to make product marketing more strategic, and also runs Between Launches, a community built for product marketers to learn from one another and grow together.

In our conversation, we explore the difference between an audience and a true community, why smaller and more intentional groups are often more effective, and what Expedia’s Travel Agent Affiliate Program can teach us about building something genuinely useful. Cara also shares a practical lens for approaching community strategy without the fluff.

We also touch on where AI can support community building, where it falls short, and why human connection still sits at the centre of it all. Plus, in the messaging critique segment, Cara breaks down Maven Clinic’s positioning and shares a smart reminder about the value of sharper audience focus.

LINKS

Messaging Critique: https://www.mavenclinic.com/

Connect with Cara:

LinkedIn: https://www.linkedin.com/in/cara-gravett/

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Website: https://www.productmarketingadventures.com/

If you spent any time on Twitter or LinkedIn in December 2025, you probably saw Granola Crunched everywhere. In this episode, Jack Cully joins me to break down how Granola turned a familiar year-in-review format into a deeply shareable campaign that spread fast across tech workers and generated millions of organic impressions. Jack is part of the team behind Granola, the AI meeting notes tool people genuinely love using, and before that he was one of the earliest marketers at Monzo, helping shape one of the most recognisable brands in UK FinTech.

Jack shares why the campaign worked so well, starting with the fact that Granola already solved a real problem people cared about.
Instead of forcing a trend onto the product, the team used real meeting data to create something funny, personal, and instantly recognisable. We get into how they built the experience, why it felt so shareable, and what made users want to post it rather than just look at it.

We also talk about the details that made the campaign land. That includes how Granola balanced personalization with privacy, why launch timing mattered, and how hands-on social engagement helped turn momentum into something much bigger. More importantly, we unpack how the campaign shifted brand perception, moving Granola beyond a useful tool and into something people felt understood their working lives.

We close with a messaging critique of Lovable and their line, “Some ideas are too loud to ignore,” including where the campaign is strong and where it could go further.

The bigger takeaway from the episode is simple: the best campaigns do not come from chasing trends. They come from knowing your product, knowing your users, and building something people genuinely want to share.

Key Takeaways

• Viral campaigns work best when they amplify something users already value
• Personalisation only works when it feels useful, not invasive
• Familiar formats can still feel fresh when they are tightly tied to the product
• Launch timing and active engagement can make a big difference to momentum
• Great campaigns do more than drive attention, they shift brand perception
• Strong creative starts with customer insight, not trend-chasing

LINKS

Messaging Critique: https://lovable.dev/

Connect with Jack:

LinkedIn: https://www.linkedin.com/in/jackcully

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Website: https://www.productmarketingadventures.com/