How do you market a product if the product team keeps on changing it?

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I suppose that does make it a bit tricky. I guess it makes for some good trial runs!

Are they version changes? Or complete changes? I’ve dealt with this my whole career. At some point you just have to market the brand so well the product doesn’t matter. Look at Dyson…

You can't really, or well if it's just version changes it won't make much of a difference but if it's being totally overhauled, that's kind of weird...why are there so many changes? Is the brand strong enough to market to sustain the changes?

That’s a great thing!

“Our product is always getting better and here is our roadmap!”

Have quicker churn content!

The above is the right way to go about it. If they keep changing the product, then you can market it as "new and approved". Talk about how this new feature makes it better for the consumer--faster, more effective, or adds more value.

They keep on testing different UI and names to the feature, so how the hell do we know what to display in our marketing assets

Are you a part of roadmap discussions? As a Product Marketing Manager, you should have some sort of involvement. If you’re working on a live product, changes and improvements are expected. Think about it this way, how can you market the improvements once they’re rolled out to the majority of users?

Felt this haha

I’m glad I’m not alone

Give them a deadline and tell them they must stick by it, or else they’ll have to look somewhere else

I’ll be the one looking somewhere else for a new job

Be flexible! Adapt your messaging, campaigns and collateral on the fly.

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