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well, you know me -- all process thinking ;-)

Great points & often overlooked. I've seen where it can be a challenge to get the right people involved at the right stage, which means that critical insights or details are missing. It can also be tempting to quickly go to market without the due diligence of having packaging, pricing, or positioning in place - in which case, the product doesn't stand a chance beyond luck.

There's incredible value in a strong strategic plan.

We work exclusively with B2B technology companies, Valeria, and have become quite enamoured of the Agile (capitalised because it is a formal methodology) approach to product development. We like it because it demands what you call "upstream marketing", or the imperative to engage with your customers from the very outset of the product-development process. The outcome is messaging that moves in lockstep with what the market wants and what the product-development team is building.

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