Empowered: Ordinary People, Extraordinary Products

by Marty Cagan

No matter what their career goals, the real potential of a tech lead comes from combining their understanding of technology with an appreciation for the issues customers struggle with. I

The bottom line is I have found that every single minute you invest in coaching a tech lead on either customers or business context will be among the best possible uses of your time.

Product marketing is not: managing a checklist of everything needed to get done for launch, project management, or just being a facilitator between product and sales.

Great product marketing requires understanding the market first. It pressure‐tests assumptions based on what the market tells you so you can adapt, position, and market into customers' true reality. It makes clear why your product matters and should be loved using customers' language, experience, and needs.