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Every product marketer knows their product’s differentiating feature. The problem is that feature now has a shelf life measured in weeks, not years. Varun, who led product marketing for Vertex AI at Google before joining agentic AI startup Resolve AI, has watched AI collapse the cost of building products and the cost of creating content at the same time, and he thinks most PMM messaging hasn’t caught up.
In this session, Varun breaks down why “what it does” and “what it enables” are only the first two rungs of a ladder that ends somewhere else entirely: identity. He walks through real product comparisons, including Notion vs Evernote and Figma vs Adobe, to show what messaging looks like once you stop explaining the feature and start answering who your customer becomes by using it.
In this session, you’ll discover:
🪜 The messaging ladder – why feature statements and benefit statements get commoditized fast, and what the next level up actually sounds like.
🔍 The “so what” method – the Socratic questioning technique Varun uses to dig past a benefit statement until he hits the one thing about a product that can’t be copied.
🧭 Identity over feature – how products like Notion and Figma won not by out-featuring their competitors, but by telling customers who they’d become.
Meet the speaker:
Varun Krovvidi – Product Marketing at Resolve AI
Varun is a GTM strategist at Resolve AI, building agentic AI systems for software engineering teams. He started his career as an engineer and data scientist before moving into product marketing, most recently leading product marketing for Vertex AI at Google, where he worked on launches including the Agent2Agent protocol and new Gemini models.
