Sep 15, 2026 · 27 min · 10 segments
Episode #237: Michelle Matthews - Acquisition is the easy part in health and wellness This episode is about the gap between what marketing promises and what the product delivers, and what that gap…
Jason ShaftonHost
How do you sell research to growth teams and people like me that just want to ship and acquire more users?
I see so many growth teams throwing spaghetti at the wall, looking at what other companies are doing without having any idea if it's actually performing for them and not talking to users, making assumptions on what they believe the users need.
And if you literally spend three days and now with AI, like maybe even less time talking to people, you're just increasing your confidence exponentially.
tenfold and the experiments you're going to design are going to be rooted in real jobs to be done.
Getting someone to actually change a behavior and come back is that hard part, right? Where does marketing stop and product have to take over from your perspective?
I think a unique thing about my approach is I don't think about marketing and product as having to be so separate.
And I think when you can close that gap, you're going to have more effective organizations.
And so, of course, really early funnel onboarding, I would say pretty equal partners, especially because you want that story first.
And in terms of long term engagement, actually the hooks to get people to come back over and over again, maybe a little bit more product than marketing.
But you still need to be really close with marketing to make sure that you're delivering on those value propositions and that it all kind of comes back to the same story.
Because when you have that really clear divide, I find the story starts to become broken.
So what you're promising from that very first touch point to the moment that they abandon, it's not the same messaging that you're delivering.
How do you sell research to growth teams and people like me that just want to ship and acquire more users?
I see so many growth teams throwing spaghetti at the wall, looking at what other companies are doing without having any idea if it's actually performing for them and not talking to users, making assumptions on what they believe the users need.
And if you literally spend three days and now with AI, like maybe even less time talking to people, you're just increasing your confidence exponentially.
tenfold and the experiments you're going to design are going to be rooted in real jobs to be done.
Getting someone to actually change a behavior and come back is that hard part, right? Where does marketing stop and product have to take over from your perspective?
I think a unique thing about my approach is I don't think about marketing and product as having to be so separate.
And I think when you can close that gap, you're going to have more effective organizations.
And so, of course, really early funnel onboarding, I would say pretty equal partners, especially because you want that story first.
And in terms of long term engagement, actually the hooks to get people to come back over and over again, maybe a little bit more product than marketing.
But you still need to be really close with marketing to make sure that you're delivering on those value propositions and that it all kind of comes back to the same story.
Because when you have that really clear divide, I find the story starts to become broken.
So what you're promising from that very first touch point to the moment that they abandon, it's not the same messaging that you're delivering.
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