My Philosophy and Principles on Product Marketing

To become an integrated part of customers’ lives, brands not only have to tell their story, but they have to use their brand as a catalyst for community, self-identity, and connection.

My product marketing philosophy centers on the power of empathy-driven messaging and community-focused strategies to create lasting customer relationships. Product marketing is about deeply understanding product functionality and the unique needs of customers — and then bridging the two through tailored, impactful storytelling.

Brilliant product marketing sparks at the intersection of customer-centricity, community, and storytelling.

• Customer Centricity: Deeply empathizing with and understanding customer needs and motivations, with a commitment to delivering value-driven messaging that resonates on a human level.
• Community: Building a sense of belonging and engagement where customers feel heard, seen, and aligned to your brand’s greater mission. Winning brands don’t just focus on the relationship between their brand and their customer, but they help to build relationships among their customers, connecting through shared values fostered by your brand.
• Storytelling: Crafting authentic, humanized narratives that connect to customers emotionally in addition to communicating functionality. By crafting clear, value-driven narratives, show customers not just how a product works but, more importantly, why it matters to them.