Resources for PMM Leaders

On a day in mid-June, I was a few weeks into my new role at GetWhys and also on a FaceTime call with my mother.

Stick with me. It’s all related.

My very non-technical, excited-when-she-learned-to-attach-photos-to-emails mother was standing in the middle of what she calls the “compost garden” – the space where crops grow when seeds from her compost get out of control. Some of the best tomatoes I’ve ever had come out of the scraps of food they churn into this soil.

During this conversation, I made the mistake of using the term “dogfooding” while trying to describe our upcoming launch.

If you’ve worked in product marketing for more than about five minutes, you know that your days don’t unfold as neat checklists, or as isolated research projects. In reality, every major PMM initiative—whether it’s a product launch, a website overhaul, a campaign, or a big strategic deep-dive—looks more like a tangle of files, messaging drafts, product docs, customer feedback, bits of enablement, and a dozen Slack threads. And yet, almost every tool out there seems determined to flatten all that complexity into chat logs, folder trees, or little boxes with labels.

That way of working has always been at odds with how PMMs actually get things done. When we set out to build Projects, we didn’t want to just give you another “folder system.” We wanted to help you organize your work the way you actually do it—with room for the messiness, context, and collaboration real PMMs need every day.