I tribute to Billy B — and to a lessor extent managing products.

This story begins in a hospitality suite** which if you are familiar with one is an oasis at the end of a long day of meetings, where more often than not adult refreshments are served. It is here that one night Billy B stands up and starts to sing one of the most classic rock & roll songs ever written*** with great gusto, talent and engagement — so much so that his small audience is mesmerized and cheered for more when he had finished. The next day saw us back to our world of sales and marketing meetings.

Our next sales meeting inevitably led to the hospitality suite, where there were a few more people and memories of the previous meeting. This led to Billy B serenading the group with song — it was here that someone suggested they would bring a guitar for next time 

Product development, product viability, and understanding market needs.

The next couple of years passed growing the business, the sales team, and the hospitality suite   — it became Billy B, two guitarists, someone on percussion using a table, and every person who was attending the meeting 

Product introduction, engagement of early adopters, and an opportunity to optimize marketing message.

With the business growing rapidly there came a couple of watershed moments; the hospitality suite closed its doors to make way for a larger more formal Sales Banquet, and the band playing let Billy B and a couple of his "musicians" take the stage (it was at the end of the night and they didn't seem to have any issues). With most of the room empty by that time, Billy B started to sing, cheered on by his die-hard supporters 

Product growth, new markets, and a time of great excitement.

Over the next four or five years the crowds got bigger at the end of the banquets, the participation greater, and always Billy B would grace the stage engaging the crowd with his signature song. By the end, Billy B (in full costume with a full back up band) had 400 people dancing and singing along with him. 

Product maturity and the height of opportunity.

Change, the only true constant, found the business needs move in a new direction (which tends to happen with a sizeable merger and acquisition), and with that Billy B never had the opportunity to sing again — deep down though, he was all right with it because I can remember him saying, "It's time for someone else to take the reins". No one ever did; we had moved past those times into new ones.

Product decline due to changing markets, competition and substitutes. 

There is great nostalgia with writing this, but it also struck me this is a wonderful illustration of a product life cycle and if you want to get philosophical, simply how life works. 

Before anyone gets disheartened here, do remember that maturity can be extended through line extenders or continued refinement to stay relevant. But more importantly (and never forget this), you can always just redevelop yourself and start the curve all over again. That is where the real fun and excitement is.

Billy B is retired now, and I hope he's still singing.

iamgpe

* I have changed Billy B's name a little but anyone who was there will know whom I am referring to — and I expect they are smiling. 

** The hospitality suite is where the sales force would gather after the day's activities, network, have drinks, and bond — more often than not a hotel suite.

*** The song is Satisfaction by the Rolling Stones. As I look back at this, there is know doubt it was the perfect anthem for the sales force. See the lyrics below

Satisfaction Lyrics

I can't get no satisfaction
I can't get no satisfaction
'Cause I try and I try and I try and I try
I can't get no, I can't get no

When I'm driving in my car
And the man comes on the radio
He's tellin' me more and more
About some useless information
Supposed to drive my imagination

I can't get no, oh no, no, no
A hey, hey, hey, that's what I say

I can't get no satisfaction
I can't get no satisfaction
'Cause I try and I try and I try and I try
I can't get no, I can't get no

When I'm watchin' my TV
And a man comes on and tells me
How white my shirts can be
But he can't be a man 'cause he doesn't smoke
The same cigarettes as me

I can't get no, oh no, no, no
A hey, hey, hey, that's what I say

I can't get no satisfaction
I can't get no girl reaction
'Cause I try and I try and I try and I try
I can't get no, I can't get no

When I'm ridin' round the world
And I'm doin' this and I'm signing that
And I'm tryin' to make some girl
Who tells me baby better come back maybe next week
'Cause you see I'm on losing streak

I can't get no, oh no, no, no
A hey, hey, hey, that's what I say

I can't get no, I can't get no
I can't get no satisfaction, no satisfaction
No satisfaction, no satisfaction
I can't get no

Songwriters
Keith Richards and Mick Jagger