successful zags usually test poorly with consumers before they’re launched. They fare pretty well on the “good” axis, but then attract so many negative comments on the “different” axis that their companies get nervous and reject them.

What product ships, sales can't sell. This can indicate product was created in too much of a “tech-first” vacuum—and there is some failure in the product team process. Better looks like: Product marketing is a partner in product planning and provides input on what's meaningful to the market. Beyond if a story can be wrapped around it, they should h