How do folks effectively communicate new releases (big or small) so customers are aware that we have potentially solved a problem or frustration?

4 Answers

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Jarred Keneally

PayPal Senior Director of Product Management AI Platform • 6mo

Your message should lead with the outcome, not we shipped a thing.

Problem-first messaging: "You told us [X] was painful. Here's what we built." Anchor every release to customer feedback or real friction.

Use AI to personalize release notes at scale—different messages for different segments. The medium matters less than relevance. Make it about them, not you.

1,594 Views
Becky Trevino

Flexera Chief Product Officer | Formerly Rackspace, Dell • 4mo

This is frankly a question I struggle with all the time. We tend to believe customers spend all their time thinking about us. They don't. What we've done is focused on a monthly cadence of giving updates. I also want to put more of this to be easy to consume in the product.

In particular, as we start moving toward more AI capabilities in the product we need to ensure customers know and adopt these and I'm looking at whole new via of the NAV to drive these updates.

1,237 Views
Paresh Vakhariya

Atlassian Director of Product Management (Confluence) | Formerly PayPal, eBay, Intel, Verizon • 6mo

• Use various communication methods: in-product nudges, tooltips, release notes, email digests, demo videos and short “before/after” demos.
• Tie every announcement to a specific customer frustration solved, not a feature shipped.
• Add quick wins like “Try it now” prompts to convert awareness into usage.

1,673 Views
Sheila Hara

Barracuda Networks Sr. Director, Product Management • 3mo

Effective teams communicate releases by focusing on problems solved—not features shipped.As Marty Cagan emphasizes, customers don’t care that something shipped; they care that a frustration went away. What works: Lead with the problem, not the release NOT-“We released a new phishing classifier.” BUT- “You’ll now see fewer false positives in non‑English phishing—so your team spends less time reviewing noise.” Anchor updates to known customer pain “Many customers told us setup took too long. We si ...Read More

513 Views