{
  "version": "https://jsonfeed.org/version/1.1",
  "title": "Lauri Hänninen — Articles",
  "description": "Long-form writing on product marketing, data, and hardware by Lauri Hänninen.",
  "home_page_url": "https://laurihanninen.com/",
  "feed_url": "https://laurihanninen.com/feed.json",
  "language": "en",
  "authors": [
    {
      "name": "Lauri Hänninen",
      "url": "https://laurihanninen.com",
      "avatar": "https://laurihanninen.com/lauri-hanninen-profile-photo.webp"
    }
  ],
  "items": [
    {
      "id": "https://laurihanninen.com/articles/b2b-and-b2c-product-marketing-are-not-the-same-job/",
      "url": "https://laurihanninen.com/articles/b2b-and-b2c-product-marketing-are-not-the-same-job/",
      "title": "B2B and B2C product marketing are not the same job",
      "summary": "A product marketer who moved from B2B analytics to a B2C hardware wallet company on how the buyer, the timeline, and the storytelling are different.",
      "date_published": "2026-04-01T00:00:00.000Z",
      "date_modified": "2026-04-01T00:00:00.000Z",
      "tags": [
        "B2B",
        "B2C",
        "Product Marketing",
        "Product Marketing Manager"
      ],
      "authors": [
        {
          "name": "Lauri Hänninen",
          "url": "https://laurihanninen.com"
        }
      ]
    },
    {
      "id": "https://laurihanninen.com/articles/founding-pmms-first-deliverable/",
      "url": "https://laurihanninen.com/articles/founding-pmms-first-deliverable/",
      "title": "The founding PMM's first deliverable isn't a positioning doc",
      "summary": "I joined Trezor as their first product marketer. Nobody knew what I was. The most important thing I shipped in year one wasn't a doc.",
      "date_published": "2026-04-01T00:00:00.000Z",
      "date_modified": "2026-04-01T00:00:00.000Z",
      "tags": [
        "Product Marketing",
        "Trezor",
        "Positioning",
        "Hardware"
      ],
      "authors": [
        {
          "name": "Lauri Hänninen",
          "url": "https://laurihanninen.com"
        }
      ]
    },
    {
      "id": "https://laurihanninen.com/articles/abc-product-marketing/",
      "url": "https://laurihanninen.com/articles/abc-product-marketing/",
      "title": "ABC of product marketing: positioning, messaging, and copy explained",
      "summary": "Understand how positioning, messaging, and copy connect to create impactful product marketing. A practical guide to the three layers every PMM must master.",
      "date_published": "2023-04-01T00:00:00.000Z",
      "date_modified": "2026-04-01T00:00:00.000Z",
      "tags": [
        "Product Marketing",
        "Positioning",
        "Messaging"
      ],
      "authors": [
        {
          "name": "Lauri Hänninen",
          "url": "https://laurihanninen.com"
        }
      ]
    },
    {
      "id": "https://laurihanninen.com/articles/headless-bi-metric-standardization/",
      "url": "https://laurihanninen.com/articles/headless-bi-metric-standardization/",
      "title": "Headless BI: Metric Standardization in Action",
      "summary": "See how various data tools access a headless BI platform to consume the same metrics and achieve consistent results, eliminating metric drift across teams.",
      "date_published": "2022-03-01T00:00:00.000Z",
      "date_modified": "2026-04-01T00:00:00.000Z",
      "tags": [
        "Headless BI",
        "Metrics",
        "Data Architecture"
      ],
      "authors": [
        {
          "name": "Lauri Hänninen",
          "url": "https://laurihanninen.com"
        }
      ]
    },
    {
      "id": "https://laurihanninen.com/articles/analytics-as-code/",
      "url": "https://laurihanninen.com/articles/analytics-as-code/",
      "title": "Analytics as Code: Managing analytics solutions like any other software",
      "summary": "Turn your analytics into easy-to-manage, reusable code by applying software development best practices like version control, CI/CD, and modular design.",
      "date_published": "2022-02-01T00:00:00.000Z",
      "date_modified": "2026-04-01T00:00:00.000Z",
      "tags": [
        "DataOps",
        "Analytics",
        "DevOps"
      ],
      "authors": [
        {
          "name": "Lauri Hänninen",
          "url": "https://laurihanninen.com"
        }
      ]
    },
    {
      "id": "https://laurihanninen.com/articles/danger-zone-inconsistent-metrics/",
      "url": "https://laurihanninen.com/articles/danger-zone-inconsistent-metrics/",
      "title": "Danger Zone: Inconsistent metrics at work",
      "summary": "If we can't trust our metrics, we can't trust our data. Why metric standardization is critical to avoiding the danger zone of inconsistent analytics.",
      "date_published": "2022-02-01T00:00:00.000Z",
      "date_modified": "2026-04-01T00:00:00.000Z",
      "tags": [
        "Metrics",
        "Data Quality",
        "Decision Making"
      ],
      "authors": [
        {
          "name": "Lauri Hänninen",
          "url": "https://laurihanninen.com"
        }
      ]
    }
  ]
}