Mitch's Bio

Mitch is an experienced early-stage tech executive with 15+ years of product, marketing and go-to-market experiences.
He has held a variety of senior roles including being the marketing leader for two B2B tech companies whom both earned spots on the PROFIT 100 and 500 respectively – a yearly list of Canada’s fastest-growing companies. During that same period, he also co-managed a digital marketing agency for small-to-mid-market B2B clients.
In 2018, Mitch earned his Chartered Marketer designation with the Canadian Marketing Association (CMA), which demonstrates the CMA’s recognition of Mitch among Canada’s top marketing professionals.
He also is Pragmatic Management Certified (PMC-II), which demonstrates a designated level of expert knowledge in both product management and product marketing and is a well-recognized and sought-after designation.
When he isn’t glued to his MacBook or writing “personal bios” in the third person, he can be found suffering through a morning workout, having coffee with his wife or daydreaming about the day he’ll finally get to summit Mount Aconcagua.

Trusted & Approved By...

Mitch is recognized by the CMA and Pragmatic Institute for his expert knowledge in product management and marketing.

CMA logo
Mitch Fanning - Chartered Marketer

Values & Principles

“As to methods there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble.” — Harrington Emerson

1. Delight customers. Deliver returns, no matter what.

In business, there’s a customer journey and a company journey. B2B product marketers must inherently understand and improve both.

2. Finding scalable growth is a journey, not an event.

Nailing down a product’s positioning, messaging, and pricing can take time and building repeatable, scalable growth doesn’t happen overnight. Building a company is hard but the key is to understand, adopt and improve on the marketing, growth, and go-to-market best-practices and principles that are currently available and to strive to make improvements every day.

3. Walk the halls.

In all businesses, the people who mainly determine the quality of the customer experience work outside the core product, marketing and growth teams. Therefore, to improve that experience and build profitable growth, B2B marketers must “walk the halls” and work together with colleagues from product, sales, customer success, and finance.

4. Search for truth.

Whenever possible, be data-driven, use first-principle thinking, and ask, “what is unconventional, yet true.” Remember, usually, the consensus is often wrong, so try and be an independent thinker and see all sides of a situation then choose a side that seems more likely to be true at the moment. Just remember “it’s not what you don’t know that kills you; it’s what you know for sure that just ain’t so” – Mark Twain.

5. Evolve by cultivating grit and a growth mindset.

“What stands in the way becomes the way” — Marcus Aurelius. Grow by cultivating grit and a growth mindset through rapid experimentation, learning, struggle and reflection. Lean into failures, problems, fears, and rejections – don’t avoid or worse not learn from them. Going through “the struggle,” taking risks and becoming a beginner again is where all greatness comes from.

6. A good decision today is better than a perfect one tomorrow.

Be patient and think long-term but try to keep things simple and be relatively fast in the micro by “winning the day.” Usually, fast and probably right is most often better than slow and perfect. Most bad decisions can be re-made, and therefore you can always course correct. The key is to strike a balance between being both strategic and fast, which is not always easy to do.

7. Become self-aware and choose a mission.

Excitement pulls you toward something you cannot resist. Drive pushes you toward something you feel compelled or obligated to do. Whenever possible, follow excitement, not drive. Doing so will help you become self-aware and over time will also help you shape your principles. Keep in mind, as you go through this process to remain flexible. What you currently “do” doesn’t define who you ultimately are.

8. Show up every day.

Do what scares you, overcome “resistance” and “do the work” even when you don’t feel like doing it. Better still, learn to love and master your “process” and “craft” more than the outcome itself because all good outcomes are just a by-product of consistently “doing the work” and owning your outcomes whatever they may be.

9. Be radically vulnerable, transparent, and empathetic.

Being vulnerable is not winning or losing. It’s about having the courage to show up when you can’t control the outcome. Radical transparency and empathy are invaluable for rapid learning and effective change. It also will give you the opportunity to have more meaningful relationships because the goal is to understand and observe vs tell and explain. Just don’t let the fear of what others might think of you stand in your way and only take constructive personal criticism or feedback from people who are actually “in the arena getting their asses kicked on occasion, not from those in ‘the cheap-seats.’”

10. Serve others.

Connect with and solve problems for people, ideally, in a way that utilizes your strengths and leverages your competitive advantage. Strive to give more then you receive in every exchange and interaction all the while having no expectations.

11. Focus.

After health and family — value your time and attention above all else. Be productive, not busy and strive to make the one decision that will make 1,000. Remember, a lack of time is usually just a lack of priorities. “If you don’t prioritize your life, someone else will” — Greg McKeown, Author of Essentialism.

12. Don't burn out.

Make health and well-being a daily priority. Fatigue often shoves its face in front of our ambitions and goals and gives us a way out. It can present a (seemingly) real obstacle that helps us justify quitting or doing sub-optimal work. So instead of quitting when feeling burned out remember to sleep, meditate, breathe, exercise, take a break, get out in nature, and spend time with family and friends.

Built to Scale Podcast

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