Justin Dorfman, CEO of Asset Mule, on Marketing Technical Products

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.