5 Lies Every PMM Has Told (And Why They’re Okay)
The lies that make this the most honest newsletter you’ll read.
Being in Product Marketing means living in a state of organized chaos. You’re the glue between product, sales, and marketing—the translator of insights, the driver of launches, and the occasional dreamer spinning straw into gold.
And sometimes, you lie. Not to deceive, but to move things forward. Call them “strategic reframes” if it makes you feel better, but these little creative spins are part of the PMM survival kit. They bridge the gap between uncertainty and action, inspiring teams to execute when the fog hasn’t yet lifted.
Here are 5 lies great PMMs are guilty of, and why they’re perfectly okay (in moderation)
1. "The Roadmap Is Not Set in Stone"
PMM Translation: "We need deadlines, so I’m going to pretend this is flexible until we get them."
Why We Tell It: Engineers need flexibility; stakeholders want commitments. But as PMMs, we’re constantly working with moving targets. So we use this line to coax teams into giving us timelines while maintaining the illusion of flexibility. The truth? Once those dates are in, they’re practically carved in marble.
Why It’s Okay: This lie keeps the process moving without locking anyone into unfeasible promises too early. Once deadlines are set, you can always revisit them… carefully.
Pro Tip: Follow up with a clear prioritization framework. If you’re going to lock dates, make sure they’re based on what actually matters.
2. "We’ve Validated This Message"
PMM Translation: "We saw a few directional signals, but let’s be real: we’ll only know once we launch."
Why We Tell It: In a perfect world, we’d have flawless data backing every positioning statement. In reality, we validate as much as we can with limited resources and move forward on intuition and experience. We say “validated” to build confidence—but deep down, we know the market decides.
Why It’s Okay: Great marketing is about testing and iterating. A validated hypothesis is better than no hypothesis at all. Plus, you’re not lying, you’re just skipping the fine print.
Pro Tip: Be transparent post-launch. If something flops, frame it as a learning moment to refine your messaging further.
3. "This Feature Is Game-Changing"
PMM Translation: "It’s a great improvement, but I need to sell this like it’s the next iPhone."
Why We Tell It: PMMs don’t just market products, we market transformation. Every launch has to feel like a revolution, even when it’s evolutionary. Declaring a feature “game-changing” builds momentum and excitement, which are critical for adoption and buy-in.
Why It’s Okay: Storytelling is about painting the vision, not describing the current state. You’re not lying if you’re helping people see what’s possible.
Pro Tip: Support your “game-changing” claim with a customer-centric story that highlights real impact. Even small changes can feel revolutionary with the right framing.
4. "This Decision Is Data-Driven"
PMM Translation: "We don’t have enough data, so we’re making an educated guess and hoping for the best."
Why We Tell It: Stakeholders crave certainty, but growth lives in uncertainty. As PMMs, we don’t always have the luxury of perfect data. So we say “data-driven” to inspire confidence while quietly managing risks and probabilities.
Why It’s Okay: Thinking in bets is the hallmark of great PMMs. You take what you know, make the smartest call possible, and adjust as more information comes in.
Pro Tip: Frame your decision as a calculated risk, not a guarantee. Transparency around your approach builds trust—even when the data isn’t bulletproof.
5. "The Market Asked for This"
PMM Translation: "A few customers mentioned it, and now it’s in the strategy deck."
Why We Tell It: This line is the secret weapon of alignment. Stakeholders might argue over strategy, but no one argues with “the market.” Even if the feedback is anecdotal, invoking “the market” gives your decision weight and authority.
Why It’s Okay: Sometimes you have to start somewhere. Anecdotes can drive direction, especially when paired with intuition and expertise.
Pro Tip: Use this line sparingly, and back it up with quantitative validation whenever possible. If you’re relying on anecdotal feedback, make sure it’s the right anecdote.
Why These Lies Are Your Superpower
PMMs don’t lie to mislead. They lie to move. These little reframes keep momentum alive in the face of ambiguity. They build confidence, inspire action, and align teams around a shared vision.
The secret to making them work is to be ready to pivot. Be transparent when the stakes are high. And always back your optimism with a solid plan.
At the end of the day, a PMM’s job isn’t about knowing everything. It’s about connecting the dots, inspiring belief, and driving progress. Sometimes, that means telling a little white lie to paint a bigger truth.