All The Reasons Why

In most scenarios, people love lists. Listing all the reasons you’re going to do something they don’t like, though? No one wants to sit through that list.

You’ve got two options. You can categorize and simplify the gains they’ll get. You’re covering all the reasons, but more quickly.

Or you can share what they’ll avoid by making the choice.

Turns out people are more persuaded by what they can avoid more than what they can gain.

Stay Positive & It’s Good To Have A List Of Reasons, But It’s How You Package Them That Makes The Difference

Generosity Has Momentum

A smile from one person lends itself easily to another.

A guest from a business brought in cupcakes for the team members of the business because she was thankful for how great the staff is. Then a team member brought in coffee for the other team members. These two experiences are sure to add to the encouragement of others to express their appreciation to the team, too.

More often than not, if you don’t see things going the way you want them, it’s because you’ve lost the momentum of generosity.

PurpleSpace works because nearly every person that is part of the community comments on someone else’s work 3x more than they post about their own work.

Toast had an intriguing IPO because it leaned into generous marketing during the pandemic while competitors turned selfish.

Insert your favorite author here and I’d be they give more of their time, attention, and empathy throughout the week than they actually make back in book sales.

The in interest aspect of momentum we forget is that we always feel a bit detached from it; out of control of it. It’s an uncomfortable spot to be in, but a meaningful one when it comes to the momentum of generosity.

Stay Positive & Can’t Stop, Won’t Stop

What B2B SaaS Can Learn from Brick-and-Mortar Businesses

Running a brick-and-mortar bar and marketing B2B SaaS might seem like two different worlds, but look closer, and you’ll find striking parallels. Both require a deep understanding of customer needs, consistent delivery of value, and a willingness to adapt. Here are a few lessons from the bar business that every B2B SaaS marketer should consider:

1. Know Your Regulars (and Treat Them Right)

Bars thrive on repeat customers, and so does SaaS. Whether it’s a favorite drink or a personalized recommendation, regulars feel valued because the staff knows them. In SaaS, this means nurturing existing customers through tailored experiences, understanding their pain points, and solving problems before they arise.

SaaS Tip: Build customer personas that go beyond surface-level demographics. Use customer data to personalize campaigns and create onboarding experiences that feel uniquely suited to each user. And most importantly, it’s on you to have as good as a relationship (if not better) than the customer success team or product team has with the regulars.

2. Craft the Right Atmosphere

A bar’s atmosphere is its brand—the lighting, music, and vibe all contribute to why people come back. Similarly, in SaaS, your brand is more than your product; it’s the total experience customers have with you.

SaaS Tip: Ensure every touchpoint—from your website to customer support—reinforces your brand promise. Consistency builds trust, and trust drives loyalty.

3. Iterate Based on Feedback

Bars regularly tweak their menus based on customer preferences, seasonal trends, and new experiments. In SaaS, product iteration should be just as dynamic.

SaaS Tip: Actively seek user feedback through surveys, interviews, and analytics. Use those insights to prioritize feature updates and communicate changes transparently. Positioning / message strategy needs to be a consistent thread through every communication – whether they are talking to sales, leadership, past employees, etc.,

4. Manage Capacity Thoughtfully

Every bartender knows the chaos of a crowded night where service slows and customers walk out. In SaaS, this is akin to scaling challenges—too many users with too few resources can damage your reputation.

SaaS Tip: Plan for scalability from the start. Whether it’s server capacity or customer support bandwidth, make sure your team and infrastructure can handle growth without sacrificing quality. Knowing what you’ll do when you face adversity is important; but so is knowing how to handle success.

5. Make Word-of-Mouth Work for You

Bars live and die by their reputation. A great experience leads to recommendations; a bad one travels even faster. SaaS operates the same way—your happiest customers are your best advocates.

SaaS Tip: Invest in customer success stories and referral programs. Turn your most loyal users into champions who spread the word about your product. This needs to be a company-wide initiative – not just marketing. If anyone in the company runs into a customer that sings the products praise, they should know what steps to immediately take to turn it into usable collateral.

6. Celebrate Milestones—Together

Bars host anniversary parties and special events to bring people together and strengthen community ties. SaaS companies can do the same by celebrating achievements and milestones with their customers.

SaaS Tip: Highlight customer successes in webinars, case studies, or social media shoutouts. Celebrate how far your customers have come with your product. That’s the important piece – don’t just show where they are; show where they come from and where they are now (thanks to your product and team).

Final Thoughts

At its core, product marketing is about connection—with customers, teams, and the market itself. By borrowing lessons from the bar business, marketers can create stronger relationships, drive loyalty, and deliver more meaningful value. Because whether you’re pouring a drink or rolling out a new feature, the goal is the same: to serve your customers well and keep them coming back for more.

Feelings Drive Motivations

How you influence the way someone feels, ultimately influences their motivations. Not the other way around. Those motivations then determine how they act.

This means people don’t buy products; they buy stories they see themselves in.

Great product marketing doesn’t manipulate; it empowers.

Being specific creates connection. Imagine meeting someone else who has a daughter in sports like yours. That’s cool. Now imagine meeting someone else who has a daughter who plays defense position in little league hockey just like yours. Which person will you connect better with?

When it comes to product positioning: simple beats smart.

Different isn’t of value unless different equates to meaningful.

All aspects of solid marketing are rooted in emotions.

Stay Positive & Positively Influence Emotions, Positively Influence The Journey

The Outcome You’re Hanging Onto

  • It doesn’t happen to you; it happens for you.
  • You’re not stuck in a rut—you’re clinging to comfort.
  • It’s not a problem; it’s a pattern.
  • You’re not waiting for the right moment—you’re creating it.
  • You’re not overwhelmed; you’re overcommitted.
  • It’s not the circumstance—it’s your perspective.

Two more because I can’t help it.

“You’re not in traffic. You are the traffic.” – Seth Godin

It’s not sitting with you; you’re sitting with it.

Every choice is a chance to rewrite the story. So, next time you feel powerless, ask yourself: What am I choosing right now? Instead of passively accepting your situation or feeling like you’re just part of a larger, uncontrollable crowd, you have the power to actively shape and influence your own circumstances and the world around you.

Stay Positive & Where Are Ya Headin’?

Marketing Puffery: Walking The Line Between Hope And Honesty

Marketing puffery has been a hallmark of promotional strategies for decades. It’s the art of spinning an exaggerated narrative—not quite lying, but certainly dancing around the truth. Seth Godin’s recent blog post, “The Problem with Marketing Puffery”, highlights the issue: puffery might grab attention in the short term, but it erodes trust over time. In SaaS product marketing and beyond, this is a slippery slope that requires careful navigation.

The Shark Tank Effect: Puffery On Display

A prime example of marketing puffery in action is the phenomenon of entrepreneurs pitching on Shark Tank. It’s no secret that many participants inflate their numbers or embellish their stories to entice the Sharks. But as this Forbes article notes, once the Sharks conduct due diligence, the cracks in these narratives often become apparent.

For instance, claims of “hockey-stick” revenue growth or exaggerated market size might sound compelling on TV, but they crumble when scrutinized. While puffery might help land a deal in the moment, it creates friction later, damaging credibility and relationships.

In product marketing, this kind of overpromise can lead to disappointed customers, strained partnerships, and lost revenue.

Honesty vs. Hope: The Product Marketer’s Dilemma

Marketers are tasked with creating excitement around offerings. But there’s a fine line between painting a hopeful vision of what’s possible and distorting reality. Best to follow these directions when pitching (especially internally!):

  1. Be Transparent About the Present
    Customers deserve to know the truth. If your SaaS platform is still ironing out bugs or has limited integrations, be upfront about it. Honesty builds trust and sets realistic expectations.
  2. Be Visionary About the Future
    It’s perfectly acceptable to share roadmap topics or discuss how you envision solving bigger problems over time. Just make it clear that these are aspirations, not guarantees.
  3. Avoid Overpromising—Even If Competitors Do It
    Puffery might tempt you, especially if your competitors are inflating their own capabilities. Resist the urge. Instead, double down on authenticity and let your track record speak for itself. (The target will come to you once they realize the choice they made was all smoke and mirrors.)
  4. Frame Success Stories Accurately
    Case studies and testimonials can be powerful tools, but they must reflect genuine customer experiences. Highlight the specific outcomes your product enabled, not an inflated version of the truth.

Final Thoughts: Why Honesty Wins

In a world where skepticism runs high, customers gravitate toward brands they can trust. As Seth Godin argues, puffery might offer short-term gains, but honesty builds long-term loyalty. For product marketers, the challenge isn’t just avoiding exaggeration—it’s balancing hope with authenticity.

Being honest doesn’t mean abandoning optimism. Hopeful storytelling inspires action and belief in your product’s potential. The key is being clear about what’s real today and what’s aspirational for tomorrow.

Stay Positive & Clarity Isn’t Just Ethical; It’s Good Business

Wise Words

Through my years of journalism, I’ve heard a few great punch liners. These have stuck and might just move you:

  • You have things you said would make you happy.
  • The best things that have happened to you have happened only when you’ve had space for them.
  • Positive change never feels good in the moment.

Stay Positive & Gotta Love Those Universal Truths