Author: Garth Beyer

Tell more people about your goals.

Enjoy the support and encouragement you get, but tell more and more people until you’ve got a handful that tell you the goal is dumb or that it’s fat chances you achieve it or they go on a listicle of the struggles you’ll face (ultimately persuading you to drop the pursuit).

It’s amazing fuel to say in your head “Fuck you. I’m proving myself right.”

Stay Positive & Use The Frustration To Your Advantage

When you’re interacting with someone, it’s tough to learn how they operate when it comes to the project you’re interacting with them about.

Except… it’s not.

It’s not if you learn how they operate in other areas of their life. What kind of parenting lifestyle do they have if they have kids? How do they invest in their hobby? How did they spend their weekend free time? What’s the project they’ve worked on in their career that they are most proud of?

It’s not a smart move to simply think “It’s going to take time to understand how they operate with this project.”

It’s a cop out and it actually increases the chance of the project failing or taking significantly longer to complete.

Most are not so different in their operation, worldview, and way of creating in one space of their live than another: in fact, that consistency is actually what makes them them.

Stay Positive & Get To Know Them Sooner, Faster

Differentiation isn’t about being louder—it’s about doing what 99% of people aren’t willing to do.

It’s the equivalent of taking the stairs instead of the escalator to get fit. The shortcut feels easier, but it’s also one reason why everyone looks the same. Real differentiation comes from effort, strategy, and the willingness to go where others won’t.

I would bet most companies in your industry follow the same formula… and this could be to your advantage. Just look at the way most businesses approach marketing, sales, and messaging:

• Their pitch decks start with their company overview, why they’re great, and what they offer.
• Their content is regurgitated industry speak, safe and uninspired.
• Their outreach is about them, not the customer.

They follow the script. The 1% follow the prospect’s narrative instead.

How to Do What the 99% Won’t

• Flip the sales pitch
  • Don’t start with you. Start with them.
  • Open with the pain of staying the same—why their current approach is costing them.
  • Teach them something about their industry that they don’t already know.
  • Make them the hero of the story, not your company.
• Create a real marketing strategy
  • Instead of chasing trends, build a real content and demand generation engine.
  • Define a brand position that actually stands for something.
  • Educate; Be the source of knowledge that shifts their perspective.

When everyone in your space is running generic, transactional marketing, be the one who makes people feel something.

The majority will keep taking the escalator.

It’s your time to take the stairs. Make the extra effort. Show up differently.

Stay Positive & There’s Another Better Way To The Top

Great product marketing is not a straight line—it’s a constant rhythm, an inhale and exhale of strategy. Expand, contract. Think big, then tighten. Cast wide, then refine. It’s the paradox that separates amateurs from professionals: the ability to zoom out and dream, then zoom in and execute.

Here’s how this plays out across multiple dimensions of product marketing:

1. Audience: Speak to Everyone, Sell to the Right Ones Expand
   • Understand all potential users—every industry, every persona, every niche that could benefit from your solution.
     Contract: Zero in on who actually converts, stays, and gets the most value. The biggest impact comes from the right few, not the most many.
2. Positioning: Start Broad, Then Sharpen the Edge Expand
   • Explore multiple value propositions. How does your product matter in different contexts? How does it fit across categories?
     Contract: Sharpen the message. What is the most compelling narrative? What resonates best with your ideal customer?
3. Go-to-Market: Cast the Net, Then Pull It Tight Expand
   • Test different channels, industries, and segments. Experiment. See what sticks.
     Contract: Double down on what works. Not all strategies deserve scaling—only the ones that drive meaningful growth.
4. Content Strategy: Go Big, Then Get Precise Expand
   • Create broad, awareness-stage content that educates the market. Make noise. Start conversations.
     Contract: Nurture the best leads with hyper-targeted messaging, case studies, and personalized engagement.
5. Product Evolution: Innovate, Then Specialize Expand
   • Think big—what’s possible? What could change the industry?
     Contract: Build what actually drives adoption and retention. Solve real problems, not just exciting hypotheticals.
6. Impact: Make Waves, Then Go Deep Expand
   • Aim for high-visibility wins—brand awareness, large-scale adoption, market penetration.
     Contract: Drive deep, lasting impact with select accounts, top-tier customers, and strategic partnerships.

Product marketing is never just one thing, one direction, one focus. It’s the constant rhythm of expanding and contracting—of big thinking followed by sharp execution. If you only expand, you get lost in possibilities. If you only contract, you miss opportunities. True expertise lies in knowing when to do which.

Stay Positive & And The Best Way To Learn… Is To Do

Acting as if you’re the expert … because you are … is critical to every kind of interaction.

It all comes down to aligning expectations.

If you offer a SaaS product, anyone calling, whether it’s a prospect or customer is going to assume you are the expert.

This means things like…

• Sending the correct form for them to complete
• Providing a recommendation of workflow with ability to customize from there
• Speaking in outcomes not just capabilities

People don’t need another instruction manual. They need a guide.

Stay Positive & Play Into Your Expertise, Not Around It

To parent well is to live in constant contradiction. You push them to be more independent while knowing they still need your hand. You expect maturity but brace for meltdowns. You set the bar high but build the safety net beneath it.

It’s a dance between challenge and support, responsibility and grace. You give them the tools to get smart, but you lead them with wisdom. Otherwise, you end up with tomatoes in your fruit salad—technically correct, but fundamentally off.

And that’s exactly why parenting and marketing are skills. Both require guiding people through contrasts, navigating oxymorons, and balancing conflicting obligations. Set the expectation. Provide the foundation. Lead with wisdom.

Stay Positive & Set The Bar High (But Don’t Let Them Smack Their Head On It)

Today isn’t as good as any other; it’s actually the best because it’s here right now.

It’s the best to use to it’s fullest, to connect with others, to breathe life into a passion.

It’s the best day to have fear take the bench seat. Send the worry over there, too.

Today is the best if we choose it to be.

Stay Positive & No Need To Procrastinate