Author: Fabrizio

All of that

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Product marketing can be many things.

It can be a way to communicate new products and features.

It can be a way to gather insights on markets and customers.

It can be a way to produce material that helps sales selling.

It can be a way to decide what the product is about and how it should be expressed.

It can be a way to strategize how to launch a product or a feature.

It can be a way to create content for marketing campaigns.

Product marketing can be many things. And the best product marketing is all of that at the same time.

Simple

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There are two problems with writing in a way that is complex and self-serving.

The first problem is that people will not understand.

The second problem is that people will not raise their hands to tell you they did not understand. You’ll go home thinking everything is clear. And you’ll be left wondering why you are not achieving what you were expecting to achieve.

Keep things simple.

Simple is also what you like to read, after all.

Your audience

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Imagine if you would have to act as the perfect employee to impress your boss and at the same time as a lazy employee to get along with your peers. If you would have to pretend to be the family man at home and at the same time the ruthless playboy with your friends. If you would have to be sloppy and quick at work and at the same time meticulous and detailed in your free time.

At best, everyone (including you) would have some serious issues figuring out who you are.

This is the same impression many B2B companies give.

They have one story for the investors, one for the customers, one for the partners, one for the analysts. Each department tells it in a different way, using different language, and focusing on different themes. The result is total confusion.

If you want your brand to be authentic, define what that means, check regularly whether the definition is still relevant, and stick to it.

That’s how you find your audience.

It does

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I wish I could say that cutting corners does not work, but it does.

I wish I could say that being mean to others, shouting, and badmouthing them does not work, but it does.

I wish I could say that underpaying employees and pursuing loops to avoid taxes does not work, but it does.

I wish I could say that hiding, pretending to work, faking a smile does not work, but it does.

I wish I could say that being bossy and controlling does not work, but it does.

I wish I could say that dumping trash in the environment, not caring about the community, avoiding regulations does not work, but it does.

I wish I could say that not acknowledging your mistakes does not work, but it does.

The point is, what does “work” mean to you? What is success? Are you happy with the way you carry out your business, your hobby, your profession?

Also, how would you expect others to behave when you are on the receiving end?

Do it for yourself

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In the parenting journey, there comes a time when you realize you have to give your kids control. It happens quite early, to be honest. It’s when they start to go out play with other kids by themselves, without adult’s supervision.

You have to start give them control, even gradually. And be there to help them handle the consequences of the choices they make. Sure, you do that because you want them to grow as independent, resilient human beings. But you do that also for a very egoistic reason: you simply do not have the energy and time to deal with all the questions they have, to asses all the situations they come to you with, to fix all the problems they face.

In the leadership journey, you will find something similar. If you feel overwhelmed, if you find yourself wondering whether your team can do anything without your input, if you want everything under your own supervision. It’s time to give away control.

If not for your team, do it for yourself.

The benefit will be immediate.