Product versus marketingWe’re moving from a world orientated around persuasion to a world orientated around usability.It’s never been more true that you’re better off having a brilliant product and no marketing, than you are having an average product plus some marketing. If you’re a digital organisation, developing a brilliant product has never been easier. Whereas marketing has become harder and harder.In digital you can develop and test a product with a small multi-disciplined team, repeatedly iterating on the product and using exposure hours to see how users respond to it, with very few resources.You are better off spending your time and money developing a product or service that works really well and letting people discover it then you are taking an average one and promoting it. With that in mind, you must build services designed around the needs of the user, not around the needs of the organisation, company or government.It’s not complicated, it’s just hard.