February 21, 2020
This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.
As I’ve returned to the marketing side of Inntopia, I’ve had two key ideas on my brain:
- The way I was telling the story of each product is pretty good.
- But I also had a hunch there was a better way.
So, as I’ve mentioned before, I dug in, talked to a ton of people, did research, ran a survey, practiced, practiced again, went for walks to think through everything, and practiced some more until I felt like I was getting close what I felt they could be.
Along the way, I had another realization:
The stuff I do to improve the way I sell the product also tends to reveal a ton of insights about the product itself.
At Inntopia, product is not part of marketing. But I can absolutely get why it is for some organizations.
Because to be a good marketer, you’ve gotta understand where the market is going and you’ve gotta understand how the product relates to that.
So you can explain to the MARKET how the product CURRENTLY aligns with that market direction.
Likewise, to be a good product person, you’ve gotta understand where the market is going and you’ve gotta understand how the product relates to that.
So you can explain to the COMPANY how the product needs to evolve to BETTER align to that market direction.