Tony Fadell • Build: An Unorthodox Guide to Making Things Worth Making - The New York Times bestseller
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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
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Finding the best, most honest expression of a product or feature is not easy. That’s why there’s an entire team devoted to it. Product management can create the messaging—the top features, the problem statement—but finding the best way to tell that story to customers is an art. It’s a science. It’s marketing.