Most tech companies break out product management and product marketing into two separate roles: Product management defines the product and gets it built. Product marketing writes the messaging—the facts you want to communicate to customers—and gets the product sold. But from my experience that’s a grievous mistake. Those are, and should always be, one job. There should be no separation between what the product will be and how it will be explained—the story has to be utterly cohesive from the beginning. Your messaging is your product. The story you’re telling shapes the thing you’re making

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making - The New York Times bestseller

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The product manager is the voice of the customer. The person sitting there asking „does this make sense for the customer?“, „are we saying / delivering the right things?“, „are we confusing them?“, „how do our customers considering our product compared to competitors?“. For every single customer touchpoint.

You need a small 2-3 Person teams that ma... See more

Azeem Azhar • The Co-Creator of the iPod and iPhone on Radical Innovation (with Tony Fadell)

as well as the founder, the product manager can get technical and that is a problem. Should not delve into how to build, focusing on the customers and the market.

Apple • Gokul Rajaram on designing your product development process, when and how to hire your first PM, a playbook for hiring leaders, getting ahead in you career, how to get started...

Building a product is like making a song. The band is composed of marketing, sales, engineering, support, manufacturing, PR, legal. And the product manager is the producer—making sure everyone knows the melody, that nobody is out of tune and everyone is doing their part. They’re the only person who can see and hear how all the pieces are coming tog... See more

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making - The New York Times bestseller

This schism between marketing and product management is still felt in many tech organizations today, where both departments feel they own the customer and understand the marketplace. However, in most tech organizations, marketing has evolved to be more about owning the brand and customer acquisition, while product owns the value proposition and dev

Martin Eriksson • Product Leadership: How Top Product Managers Launch Awesome Products and Build Successful Teams

Most founders think they are great at building product and bad at marketing. When the reality is the story is not the story, the story is the product.

Sari Azout • A Moodboard for People Who Hate Self-Promotion

However, the ultimate role of product management is making or suggesting trade-offs between the pristine, platonic ideal of beauty that the design team wants, the technical pizzazz engineering desires, the “just give me some shit I can sell” of sales, and the “this may be risky” of legal (these examples are all purposefully exaggerated).

Elad Gil • High Growth Handbook: Scaling Startups From 10 to 10,000 People

So the only way I could master marketing was to bury myself in it—to take the customer journey myself, to touch every touchpoint. So nothing was ever presented to me without context—I would always expect to see what came before, what came after. I’d need to know the story we were telling and to whom we were telling it and at what point of the journ

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making

Good product managers think about the story they want written by the press. Bad product managers think about covering every feature and being really technically accurate with the press.

Azeem Azhar • The Co-Creator of the iPod and iPhone on Radical Innovation (with Tony Fadell)

Apple • Gokul Rajaram on designing your product development process, when and how to hire your first PM, a playbook for hiring leaders, getting ahead in you career, how to get started...

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making - The New York Times bestseller

Martin Eriksson • Product Leadership: How Top Product Managers Launch Awesome Products and Build Successful Teams

Sari Azout • A Moodboard for People Who Hate Self-Promotion

Elad Gil • High Growth Handbook: Scaling Startups From 10 to 10,000 People

Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making

Andreessen Horowitz (AZ) • Good Product Manager/Bad Product Manager | Andreessen Horowitz