You can’t let Marketing develop the value proposition. In fact, you’d better know it before you even start building the solution, because you understand the problem you’ve solving, the segment who has that problem, and why they will buy your solution instead of doing something else with their money (the three components of a value proposition). Marketing can help refine it and articulate it, but it’s not their job to come up with it.
So, if there’s no Marketing department, guess what? You get to do the execution. If there is a Marketing department, guess what? You still have to come up with the value proposition, the segmentation, the competitive differentiation, and the benefits/features.
Thoughts? Is this how you do it?
Your host and author, Nils Davis, is a long-time product manager, consultant, trainer, and coach. He is the author of The Secret Product Manager Handbook, many blog posts, a series of video trainings on product management, and the occasional grilled pizza.
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