Build-A-Box is aptly named because you, well, “build a box” of core messaging for your product and company.

Taking a new product to market is a daunting task and it can be hard to know where to begin. Start by truly understanding customers and competitors to find the story that only you can tell.

The popular analogy that product managers put product on the shelf and product marketers get it off the shelf is fundamentally wrong. The best products are built with the market in mind–and product marketing should contribute long before anything gets put on a shelf.

Olivine is teaming up with Product Marketing World 2019 to chair the largest gathering of product marketers across the world. Tour stops include San Francisco, Boston, Chicago, London, Dublin, Austin, Sydney, and Vancouver.