How Silicon Valley’s bias against marketing obliterates value, time, and technical brilliance everywhere it...

Silicon Valley distrusts marketing, demeans it, and devalues the people who practice it. On any given day in tech, you might: Hear a well-respected startup investor deride marketing as “what you do when your product or service sucks.” Watch another leading investor advise their portfolio companies to “ignore marketing and PR for a long time,”...

Jobs-To-Be-Done: The Product Marketing Framework Intercom Used To Reach $50M in ARR

Though it is still far too early to call its product disruptive, Intercom is on the right trajectory to qualify for that term. Along this trajectory–documented by Clay Christensen in The Innovator’s Dilemma–a janky-looking and not-immediately threatening product emerges. And though this product starts off poorly-featured, low-cost, and not fully-baked, it does a few critical things better than the status-quo. Despite...

A Rapid-Fire Teardown and Re-Write of Intercom’s Homepage

Your homepage is the most important page on your website. More often than not, it is the first (and sometimes only) page your potential customers see. Even if you're getting new leads through specific landing pages, most of them will check out your homepage before making a decision to buy your product or talk to your sales team. Your homepage is your chance...

12 Lessons On Launching New Products From Product Hunt’s Brilliant Strategy

Product Hunt’s pre-launch is a a study in brilliant execution: For those of you who are unfamiliar with Product Hunt’s genesis story, here’s a quick timeline: March, 2013: Hoover writes an incisive, well-received blog post about “Email-first startups."  In this piece, Hoover explores the trajectories of a few savvy startups (like Sunrise and AngelList) that built lightweight...

The iPad Pro Was The First Hint Of Apple’s Dubious Product Strategy

In the second chapter of Apple’s recent “Hey Siri” keynote, Tim Cook got on stage and started telling the story of the iPad: “iPad is the clearest expression of our vision of the future of personal computing: a simple, multitouch piece of glass that instantly transforms into anything you want it to be.” I’ve always loved this vision for the iPad...

A Ridiculously Deep Teardown Of Slack’s Marketing Messages

  Despite having built a rocket ship of a product that people both want AND love, Slack has a challenge. As the company seeks to go past the saturating early-adopter market and march towards world domination, Slack's team cannot rely on virality and word-of-mouth alone. Indeed, if Slack is going to cross the chasm, vanquish the old ways of communicating and collaborating, and...

Lessons In Startup Copywriting From Mixpanel’s Homepage

Despite some finicky issues that I won’t go into here, Mixpanel is a fantastic piece of software. Built for technology marketers, product managers, and other data-driven technology product types, Mixpanel started its life as an analytics platform. It differentiated itself from the ubiquitous (and free) Google Analytics by building its data model around events and actions instead of page views...

A super, ultimate, 2200-word teardown of HubSpot’s homepage

If you are at all familiar with the world of marketing and SaaS, you’ve probably heard of HubSpot. But in case you haven’t: HubSpot offers “all-in-one" marketing and sales software designed to handle a company’s entire marketing and sales needs. And I mean ALL OF THEM: Everything from a content-management system for launching a marketing site and landing pages to a blogging platform for...

The Real Reasons Google Glass Failed

Even though a number of observers have suggested that Glass’s failure was a case of a product that came out too soon, it actually boils down to this: Google Glass’s booster rocket exploded in mid-air because of a misguided marketing strategy. Yep, that’s right. It wasn’t a bad product. It wasn’t a bad idea. It was bad marketing. This is sad, because Google...

An insanely in-depth dissection of a long-form homepage that boosted conversions by 500%.

The software is called Drip. From serial entrepreneur, Rob Walling, the fittingly-named Drip started its life as a simple way to send time-based drip emails designed to encourage potential customers to sign up. After Rob bootstrapped Drip to $7,000 in monthly-recurring revenue, he made a discovery: Sending drip emails to people entering the top of the funnel is nice, but...