Beyond launches, how do you approach and market ongoing innovation to show that you're delivering continuous value to customers? What are companies that do a good job of doing this?

The best companies understand that delivering value isn’t a one-time event; it’s a continuous process. Marketing ongoing innovation means evolving how you position the product as new capabilities emerge. It’s about weaving your innovation story into the fabric of your customer experience.

At Dropbox, we focus on three key strategies to market ongoing innovation:

1. Build a narrative of progress: Customers don’t just want updates—they want to see that the product is evolving to meet their changing needs. We package ongoing innovations into stories that reflect how they make customers’ lives easier or more efficient.

2. Operationalize communication: Instead of sporadic announcements, create a cadence. Quarterly "what’s new" webinars, consistent email updates, or even dedicated innovation pages on your site keep the audience engaged without feeling overwhelmed.

3. Show, don’t tell: Demonstrating innovation through customer stories and use cases makes the message more credible and relatable. Nothing beats seeing someone similar to you solving a problem with the new feature.

Companies like Slack and Notion do this particularly well. Their innovation doesn’t feel disruptive or forced—it’s naturally integrated into their customers' workflows. They maintain excitement while showing that the product is continuously evolving.