In our conception the “Product” (capital “P” perhaps…) is all those things, not just the widget in the box. We'll need to be more specific about this when we talk with clients, knowing that is quite useful to us.

PS – Enjoyed the last Cast of Dads. Give my best to Sass if you see him.

However, when you say “it will take “big-M” Marketing”, I would push harder and suggest there is a need and opportunity to influence what the product becomes. Or influence which products receive investment and resourcing. Or influence how the sales team sells the products. Or how the channel partners sell the product. Or how it's distributed. Or how customer service upsells the product and reinstates value and cycles feedback to R&D teams…and so on. The most effective (former) agencies will move upstream, beyond a completed product, to do this. Marketing must be built into the product and experience, from inception.

In our conception the “Product” (capital “P” perhaps…) is all those things, not just the widget in the box. We'll need to be more specific about this when we talk with clients, knowing that is quite useful to us.

PS – Enjoyed the last Cast of Dads. Give my best to Sass if you see him.

However, when you say “it will take “big-M” Marketing”, I would push harder and suggest there is a need and opportunity to influence what the product becomes. Or influence which products receive investment and resourcing. Or influence how the sales team sells the products. Or how the channel partners sell the product. Or how it's distributed. Or how customer service upsells the product and reinstates value and cycles feedback to R&D teams…and so on. The most effective (former) agencies will move upstream, beyond a completed product, to do this. Marketing must be built into the product and experience, from inception.