Over the last three months, I’ve talked to nearly 100 people across B2B SaaS, and they’re all struggling with the same thing. AI has Product shipping more than ever. For product teams that have felt perpetually behind on innovation, suddenly being able to ship this much is a rush. And it comes with a new expectation: everyone, from prospects to customers to the field, should learn every single release well enough to recite it back. But there are two problems for you, gentle product marketer. First, people are terrible at remembering isolated data points. They’re definitely not going to stitch a pile of features together on their own and conclude, “Wow, this company is so innovative.” Second, not every feature matters to every customer, and not every feature is built with a commercial goal in mind. That’s why making sure everyone and their mother hears about every release shouldn’t be your goal. So what does make a company feel innovative? A clear point of view and story around how you innovate, and features that prove it. You’ll leave with a practical way to turn a firehose of features into a story both your market and your internal teams will actually remember and believe.

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