Читать книгу Habit Machine. AI Product Management - Ар'лан ис'Дрекхэм - Страница 24

After core hypotheses survive validation, marketing becomes part of the iterative delivery cycle. New behaviors don’t adopt themselves. They need education, scaffolding, and social proof. This is where product and marketing fuse into a single growth engine.

— Publish educational content that explains why the new workflow beats the legacy one.

— Design in-product prompts, tooltips, and onboarding flows that reduce cognitive load.

— Cultivate early communities and creator ecosystems that turn users into advocates.

Notion didn’t win through paid ads. It won through templates, creator tutorials, community playbooks, and a clear narrative around modular work. The product spread because people learned how to use it and why it mattered. When you introduce a new behavior, marketing must teach it before growth can compound.

Common mistake: waiting until development is “finished” to start marketing. By then, the window for shaping early habit formation has closed.