Roee Froman | Taboola | Building Storytelling That Sells, and Making Product Decisions With Less Risk

Description

Roee Froman, Product Marketing Director at Taboola, on one of the most critical places in product work: how you take a big, messy problem, break it down, prioritize well — and then tell it so a customer, leadership and internal teams understand why it matters. Through the example of a startup trying to break into the market, the episode dives into the practice of discovery, working with stakeholders, prioritizing with a spreadsheet, thinking in Dev-to-Cash and Time-to-Market, and building a story that starts from the customer's real pain, not from the solution.

Key moments

1. 00:00 · Meeting Roee and his background in Product, Pre-Sales and Product Marketing
2. 01:38 · The most important skills for product people: breaking down problems, and people
3. 03:34 · Start from the end: what the company goal really demands of the product
4. 04:50 · A startup example: automating a manual financial process
5. 05:52 · Does the feature serve the company's goals?
6. 07:04 · Who must be part of the discussion before you build
7. 09:54 · Improve the story without falling in love with it
8. 11:51 · How a spreadsheet helps frame bets, not replace a decision
9. 14:12 · Strong opinions, loosely held — how to approach prioritization
10. 17:02 · Ask customers about alternatives, not just wants
11. 18:42 · Understanding what motivates each stakeholder
12. 21:49 · How to build a story around a real problem
13. 23:38 · The Roaming-world example: how clear pain led to a big deal
14. 26:38 · How to weight metrics differently by context
15. 29:03 · Communication channels: face-to-face, Zoom, email and what each enables
16. 32:43 · Books and tools that helped Roee in storytelling and negotiation
17. 33:56 · The best way to improve: join sales calls
18. 35:35 · Negotiation as a meeting of needs, constraints and capabilities
19. 36:22 · Why this episode is relevant for founders too, not only product people