Stop treating marketing like the waiters and engineering like the chefs

The health of an organization, one simple heuristic is how close there's engineering and marketing. And marketing at a lot of companies are like the waiters, engineers are like the chefs, and the chefs yell at the waiters and they go in the kitchen. In fact, the waiters are the ones talking to the customers all day, and they also know how to sell things. So you really want them being joined at the hip, and you want engineers to be thinking about maybe how to talk about the products that they're building. If you want to light up a room, performance marketing is a laser. It can light up a corner of a room. You don't want to use a bunch of lasers to light up an entire room. You should use a chandelier. And that's what brand marketing is. But if you do need to laser in and balance supply and demand, then performance marketing is really good. And so we think of marketing as education, that we're educating people on the unique benefits. So a lot of companies don't do product marketing. They do brand marketing, which are ads about the app, or they do performance marketing, but they're never really educating people about new things they're making and shipping.