If your messaging isn’t aligned with your product experience, you’re just buying churn. In this week’s episode of Growth Talks, Jordan Hwang, VP of Marketing at OpenPhone (now Quo) joins host Krystina Rubino to unpack how B2B marketers can adopt a smarter growth mindset; one that prioritizes product alignment, experimentation, and trust. With over 15 years of experience at fast-moving startups like Gusto andEvernote, Jordan shares how to translate product value into messaging that resonates, build buy-in for bold bets, and design experiments that create impactful insight, not just short-term results. Find out how today’s most effective teams connect brand, product, and performance across every stage of the funnel. 🗝️Key Takeaways: Build small. Test often. Smart marketers experiment frequently and explore new channels with low lift and low risk. They set expectations early and invest in learning, not just outcomes. Transparency builds trust. Senior leaders don’t need perfection. They need clarity. When you’re upfront about the risks, you create space for real alignment and stronger team support. Change starts with alignment. Before refining product messaging, get clear on what’s working, what’s not, and why. Keep what resonates with customers and be willing to change what doesn’t. Start with your customer. Business buyers don’t want complexity; they want to know your product will work, won’t waste their time, and won’t put them at risk. Test to learn. A healthy experimentation culture starts with consistency and strong design. When tests are built around clear hypotheses, you generate repeatable insight, not just lucky wins. Speed beats perfection. The cost of waiting often outweighs the risk of being wrong. A test-and-roll mindset helps you outlearn the competition while they’re still calculating. ⏰  Timestamps 01.42 Building Gusto’s Growth Engine 05:42 Importance of Trust in Growth Strategies 08:47 Balancing Risk and Reward in Growth 11:32 Navigating Change Management  18.28 Positioning Product Marketing and Messaging 23.02 Understanding Buyers Needs and Outcomes 41.12 Lessons Learned from Scaling Growth 44.15 How to Speak Your Audiences Language 🔗  Mentioned in this episode: Quo (formerly OpenPhone): https://www.openphone.com/ Gusto: https://gusto.com/ Test & Roll Methodology: https://ron-berman.com/2020/01/26/test-and-roll/ 👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc   🤝 Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals.  ‣ Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: http://bit.ly/44SEjbu ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco