Sharing the Solution is Step 4.

1. Launch the product
2. Share it with the target customer
3. Communicate how the problem will help the target customer.

Product marketing begins after the solution is built. This phase involves messaging, planning the product's release, planning a beta test, creating marketing assets for a website or ad, briefing the press or planning a launch event.

What to emphasize with customers?

• Benefits, not features.
• Capabilities, not technology or technical specifications
• Differentiation, from competing solutions
• Value proposition, how it solves the customer's problem

Marketing efforts generally continue beyond the product's launch, and even after it's development cycle has come to a close.