to see in the book. They judge topic ideas by how many comments a given post generates, by how many Facebook “shares” an article gets. They put potential title and cover ideas up online to test and receive feedback. They look to see what hot topics other influential bloggers are riding and find ways of addressing them in their book.

To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products. —Brian Halligan, founder of Hubspot

Fit (PMF).

So Evernote took “marketing” off the table and instead poured that budget into product development.

minds—these are marketing decisions, not just development and design choices.

On the other hand, I have clients who blog extensively before publishing. They develop their book ideas based on the themes that they naturally gravitate toward but that also get the greatest response from readers (one client sold a book proposal using a screenshot of Google queries to his site). They test the ideas they’re writing about in the boo

Isolating who your customers are, figuring out their needs, designing a product that will blow their

Product Market

is, the product and