Where success comes from

When you’re marketing a product, your success comes from helping customers succeed:

• Understand where customers are
• Understand where they want to be
• Understand how they want to get there

Everyone in the team must know these things.

Everyone in the team must contribute to either deepening understanding, building stuff that helps customers move along that journey, or both.

This way, everyone is clear on both what the goal is, and whether or not their work is contributing meaningfully toward it.

Now goals aren’t “because boss said so”.

Now goals are directly tied to helping customers succeed.