"Build It and They Will Come” Is the Worst Advice for Product Marketers

Hi, I'm Hira — a technology leader, product marketer, writer, and entrepreneur with over 11 years of experience building and marketing tech products.

Currently, I lead product marketing at WrangleWorks, a SaaS platform that automates data work.

I've also founded and led two companies: CaterpillHERs and Koi.work. This newsletter helps me stay connected with the incredible network I've built over the years.

Thank you to 2,300+ of you who read this!

More about me here and here.

In Episode 59, here's what's on the agenda:

💡 Insights: People don’t care how innovative your product is unless you give them a reason to.

📰 Key Takeaway: A decent product with great marketing is what creates industry leaders.

We’ve all heard it.

The idea that if you create something amazing, people will magically show up, wallets open, ready to buy.

Sounds nice, right? Too bad. . . it’s a fairytale.

The reality is, people don’t care how innovative your product is unless you give them a reason to.

The world is full of incredible products that never took off, not because they weren’t good, but because no one knew about them, no one understood them, or no one was convinced to care about them.

And yet, founders and marketers keep falling into the same trap: believing that a great product will somehow sell itself.

Spoiler alert - - - it won’t.

Let’s break down why this mindset is dangerous and what you actually need to do to get people to show up and buy.