Questions covered in this episode:   0:26 Opening Question: Journey into and through product marketing4:14  How do you convince customers to care about what makes your product different?   7:32 Can you share an example of a time when you faced intense competition and walk us through some of the processes of how you crafted competitive positioning and ultimately won major deals?11:16 How do you strike the balance between responding to some of those competitors and staying true to your vision and strategy? 23:11 Can you advise some advanced tactics that are overlooked or underutilized that product marketers can level up or learn as they're looking to go head-to-head with a potential competitor? 29:53  Any book or a piece of content that's helped you propel your PMM career and how you think about product marketing? Want more insights from Michael? Check out her Sharebird Profile. Looking to connect? You can find Michael here on LinkedIn.