As product marketers, when we’re faced with a product launch we want to make it the best it can be, and to achieve that we look to others for examples of how to succeed.

But best practices don’t always work, they’re riddled with subjectivity and bias, and in this article, I’ll share three examples of times in my career when adhering to best practices hasn’t worked, and how creating your own customer-first playbook will lead to more effective product launches and better outcomes as a PMM.

My name's James Doman-Pipe and in this article, I'll be talking about what happens when best practices don't work.