Читать книгу Habit Machine. AI Product Management - Ар'лан ис'Дрекхэм - Страница 23

Once positioning is clear, marketing shifts from definition to signal detection. The goal isn’t scale. It’s validation. Before heavy engineering commits, marketing tests whether demand actually exists.

— Launch targeted landing pages and waitlists to measure intent.

— Run fake-door tests and MVP campaigns to track conversion before building.

— Embed early referral mechanics to test organic pull.

Dropbox didn’t build a complex sync engine first. It released a demo video and a simple waitlist. The sign-up surge proved demand before a single backend line shipped. That’s smart marketing: not decoration, but de-risking.

Common mistake: targeting the entire market instead of a narrow, high-intent cohort. You don’t need maximum reach. You need maximum learning. If early adopters don’t lean in, broad distribution will only amplify churn.