On Saturday, May 18, I gave a workshop to the SVPMA – the Silicon Valley Product Management Association – on how to use customers’ human needs to design better products and craft marketing stories. That’s how you humanize and align product with marketing! Stories don’t just happen after a product is designed. Stories about customers drive the design itself. Attached are the slides from my session. Enjoy.

Kathy Klotz-Guest

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Your marketing story is always bigger than your products and services. The most important question to be answered is, "What do you stand for in the world?" That means knowing how you leave the world better off. Don't just create marketing; create a movement.