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Transforming How Product Teams Work

Change Your Words
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By Jennifer Doctor

Linked 2 February 2012

The terminology used in marketing collateral can dictate the effectiveness of marketing efforts.  The author asks us to re-think the way that we describe our products so that we address the needs of the buyer.

Category: Product Marketing and Demand Creation

Jennifer Doctor is Managing Director of HarborLight Partners, a consulting firm focused on helping companies identify, develop, launch and bring their products to market.

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