Topics / product marketing

A 1940s Air Force crisis revealed a crucial design principle — the average user doesn't exist.

This framework can help you decide how to package new product innovations based on customer needs and perceived value.

Rich, complex ideas can have more impact — but they won't travel as far as a simple idea.

These tips can help you write more effectively for software developers, scientists, and other expert audiences.

B2B storytelling helps unify groups of people around a shared narrative about what they need to accomplish.

Differentiation is about setting your product apart from your competition. But what if your product isn't really different?