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So What? Why? Who Cares?
Product Marketing is broken.
Too often, we lead with features in great detail, launch campaigns that don't resonate, and create content that sounds like everyone else’s. But - our prospects don't act. Why? Because we don’t ask the right questions.
So What? Why? Who Cares? is a practical guide for product marketers, storytellers, and GTM leaders who see the need for change and are ready to build messaging that gets heard and acted on.
With real-world examples, field tested frameworks, and questions like “What happens if the buyer does nothing?” or “Why should this message matter to the CFO, not just the user?”, this book gives you concrete guidance on how to move beyond noise and into narrative. And - get a little provocative at times!
Whether you're in B2B or B2C (or in between) launching a product, repositioning a platform, or arming your sales team with better stories, this book will help you:
  • Move on from feature-first thinking
  • Create messaging that maps to business outcomes
  • Develop alignment across teams with repeatable messaging tools
Unlike generic storytelling books, So What? Why? Who Cares? speaks directly to the messy, fast-moving world of B2B product marketing, where inspiration matters, sales cycles are complex, and relevance is critical.
If you're a product marketer wanting to improve how you turn complexity into clarity, this book is for you. I promise that you will at the very least, be entertained, and most likely walk away with new perspectives on messaging.
Publishing December 2025
Who This Book Is For
Product Marketers
Those tasked with translating complex products into compelling stories that drive sales and engagement
Content Creators
Writers and strategists who need to connect technical capabilities to meaningful outcomes
Sales Enablement
Professionals supporting sales teams with messaging that actually resonates with prospects
Product Leaders
Those who need to articulate value beyond features to internal and external stakeholders
While focused on product marketers, this book is valuable for anyone translating complexity into clarity, features into benefits, and technology into transformation. It's for those who know there's more to storytelling than listing capabilities.
The Daily Product Marketing Struggle
Create decks & content
Developing new materials while updating existing ones
Support GTM activities
Webinars, launches, and sales enablement
Align stakeholders
Balance needs of sales, product, and marketing
Drive engagement
Focused on making prospects care
With constant demands pulling you in a hundred directions, it's easy to lose sight of your primary purpose: helping prospects care, engage, and convert. This book helps you refocus on what truly matters.
Beyond the Feature List
Make them feel
Trigger emotional responses that drive action
Demonstrate relevance
Connect your solution to their specific pain points
Simplify complexity
Translate technical features into meaningful benefits
Product marketers face a painful reality: no one buys because of features alone, remembers jargon-filled pitches, or changes behavior without feeling something first. Effective messaging bridges the gap between what your product does and why it matters. The story must be about creating value, removing pain and driving engagement.
The Real Job of a Product Marketer
So What?
Challenge every feature to reveal its true value
Why?
Uncover the deeper reasons behind customer needs
Who Cares?
Identify who benefits and how they gain value from your solution
The most successful product marketers aren't just feature explainers - they are translators who convert complexity into clarity and technical capabilities into transformational outcomes. Your ultimate responsibility is bridging the gap between what your product does and why it matters. We need to move browsers to engagers.
The Problem with Today's Messaging
Jargon Overload
Technical terms and industry buzzwords create distance rather than connection, leaving potential customers confused about actual value.
Feature Fixation
Focusing on what a product does rather than why it matters fails to engage buyers on an emotional level that drives decisions.
Missing Relevance
Generic messaging that doesn't specifically address buyer pain points feels like noise in an already overwhelming information rich landscape.
In a world where buyers are drowning in information yet starving for relevance, your messaging can't be an afterthought. It must cut through the noise and create meaningful connections.
From Experience to Impact
Trial and Error
Learning from mistakes and successes in real-world campaigns
Market Evolution
Adapting to changing buyer expectations and industry trends
Methodology Development
Creating frameworks that consistently deliver effective messaging
Knowledge Transfer
Helping others shortcut their learning curve through proven approaches
This book draws from real experiences - mistakes made, lessons learned, and adaptations to changing markets. It's designed to help you shortcut your learning curve, explore new approaches and avoid common pitfalls.
Start Asking Better Questions
Stop asking "What should we say?"
Move beyond feature-focused messaging that fails to connect
Start with "So what?"
Challenge every statement to reveal its true relevance to your audience
Continue with "Why?" and "Who cares?"
Dig deeper into motivations and identify specific stakeholders who benefit
This book is your guide to creating messaging that gathers attention, drives action, and closes the gap between what your product does and why it matters. It's time to cut through the noise with stories that actually engage people.
Ready to learn more? Reach out - kimball4consulting@gmail.com
Thanks - Doug Kimball