Great products fail without the right story

Product-market fit gets all the attention, but products don't sell themselves. When organizations align what a product can do with what the market needs, and communicate it in a way that resonates, they achieve message-market fit. This guide distills more than a decade of experience helping Fortune 500 innovation, product, and marketing teams find the words that move buyers.

What's inside

• A working definition of message-market fit and why it is the missing half of product-market fit
• How to translate technical capabilities into customer value language
• Hard-won tips for testing and refining messaging across the innovation lifecycle, from discovery to launch through improvement
• Stories and lessons from product, innovation, and marketing leaders at Fortune 500 brands

Who it's for

Product marketers, innovation leaders, and founders bringing technical or scientific products to market who need messaging that resonates as strongly as the product performs.

Get the complete guide

The full 18-page guide includes the frameworks and real-world examples you need to find your own message-market fit. Fill out the form on this page to download it.