---
title: Justin Dorfman, CEO of Asset Mule, on Marketing Technical Products
description: Discover how Justin Dorfman, CEO of Asset Mule, bridges the gap between technical product complexity and customer understanding to drive growth.
image: https://miro.medium.com/v2/resize:fit:875/1*4wfTXsDJvjtiY01UenLMPQ.png
---
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May 08, 2025
# Justin Dorfman, CEO of Asset Mule, on Marketing Technical Products
 [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik)
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When your product is packed with powerful features but your buyer isn’t technical, how do you win?
In a fast-paced Wisdom From Wizards episode, I spoke with **Justin Dorfman**, CEO of **Asset Mule**, about one of the most overlooked but critical challenges in scaling a tech business: *bridging the gap between product complexity and customer understanding.*
Justin has led marketing for both highly technical audiences and broader, less technical segments. But what truly excites him is the harder path — translating a technical product into a message that resonates with nontechnical buyers.
> *“As a product marketer,” Justin shares, “being able to articulate what the product does and why it’s valuable — especially in the language of your audience — is the true skill set.”*
This insight hits home for scaleup CEOs trying to accelerate growth. Whether you’re entering new markets, launching new products, or battling misalignment between product and sales, Justin’s advice is a reminder: clarity beats complexity. It’s not just what your product *can* do. It’s whether your buyer *gets* it.
**Wisdom From Wizards** is brought to you by [**Caribou Strategic**](https://cariboustrategic.com/), helping tech scaleups stand out and succeed.
📈 If you’re a CEO who refuses to plateau, join a [Caribou Strategic MASTERMIND](https://cariboustrategic.com/masterminds-for-tech-ceos-by-caribou-strategic?utm_source=medium&utm_medium=referral&utm_campaign=wfwizards&utm_content=justin_dorfman_e).
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