Fluvio’s Devon O’Rourke and How the Fxck’s Ben Goodey sit down and discuss the fundamentals of a successful product marketing team so that you can improve both your product and marketing metrics.

At its core, the book is about how our current business and marketing practices are broken, and that ultimately, we often shrink toward conformity rather than expand toward differentiation. Anyone interested in business, building a brand, or honing their own marketing principles should give it a read. I’m sharing a quick summary of my takeaways to help generate thought, and perhaps drive folks to read the book for themselves.

Without a highly integrated workflow between product and product marketing teams, your business is likely to struggle to uniformly connect with your audiences and fail to build products or services that inherently meet their needs. So how can product marketers help navigate these pitfalls and build a trusted partnership with their product team counterparts? Deliver results and prove your value.

While I do see merit in (and have personally experienced the benefit of) growth tactics such as A/B testing and experimenting to drive traffic, sign ups, or sales; these are short-term techniques that should never come at the expense of foundational product marketing work. Quickly attained, vanity growth is not sustainable. A tree doesn't grow branches without first forming a trunk (I made this phrase up but it feels right). So where do you start?