From the course: Agile Rebranding
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Turn bugs into features
- In ideal situation, marketing and product teams talk to each other. What gets built is something people want because marketing is built into the DNA of the product. But in reality, marketers are sometimes put in a tight spot. Your CEO comes to you and says, "We have a product launch coming up. Here it is. We need you to market it and make people want this." And you're thinking, well, if you had come to me earlier, if it had this feature or that feature, it would be a lot easier to market, but it doesn't have those things and at this stage you can't change the product. So, what do you do? One option is to turn bugs into features. What does that mean? It means the things that you thought were errors, constraints, or liabilities about your product could actually become selling points that you emphasize. For example, in the 1960s, Avis was the number two car rental brand and Hertz their competitor was number one. Back…
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