⚡️ Summary ⚡️ Measuring the impact of product marketing is hard because it is a collaborative function that influences a variety of goals, across teams. In my experience, product marketing wants to be strategic but is mostly limited to execution. In other words, it is limited to delivering outputs. These outputs contribute to…

“Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.” Steve Jobs, 1994. It’s a great time in history to work in marketing. We’re held to higher standards by…

This was originally a thread I shared on Twitter. Recently I’ve been thinking about product and marketing alignment. I’m starting to believe the reason someone signs up for a product and the reason they continue to use it are often quite different. …

Customer research can be roughly divided into two steps. First, you learn something new or further validate your current knowledge. Second, you share that knowledge with the people you work with. You’d think the sharing part would be the easier half of the equation but from my own experience, this…

I’ve been working at Buffer for almost 2-and-a-half years. 🎉 Technically, I’m a contractor. This is because I live in Australia. At Buffer, US residents are on a local payroll and foreign employees are paid as freelancers. You would hardly know it day-to-day. Buffer does so many great things to…

When I see products, I see an extension of the people behind it. How it is designed, built, positioned and promoted. Culture — personalities, values, behaviour, ethics and goals — these seep into products and the way they are marketed. What does your product say about you?

I recently had a video call with my company’s Director of People. She asked me, “How is it feeling working in your timezone?” That might seem like a rather odd question, but the reason why she asked is illustrated below:

When I was studying economics and philosophy at university, I was interested in consequentialism and ethical utility. I considered myself rational, even headed, and smarter than I actually was. My final paper for my ethics class was an undercooked treatise on how rational self-interest was the key to maximizing happiness…

It was November 2016 and I was sitting in a darkened studio apartment in a rain soaked Portland, having my weekly 1:1 with my research lead, Patrik. He told me that he wanted to share some early conversations about the future of research at Buffer. — How was your 2016? Truth be told, I haven’t heard too many positive responses to this question. Aside from the slightly mental political landscape, it felt like a year of substantial change and anxiety. I’m quite a reflective person by nature — according to a personality test taken on our…