Product Design

Why Content Should Lead Your Product Strategy

In the world of Brand and Product Design, there’s a rhythm we all get used to—designing, refining, and launching. Then comes content. But every so often, a collaboration shakes up the status quo and opens up a new perspective.

Enter a pioneer, entrepreneur and visionary I recently teamed up with. She approached me with a clear task: give her app a fresh design. But, as in any great story, there was an unexpected turn of events.

Wooden blocks vertically spelling out "CONTENT" against a bright yellow background.

Rethinking the Product Playbook

We’ve all heard the saying, “If you build it, they will come.” But what if the modern market demands a remix? In the crowded digital arena, the challenge isn’t just building—it’s being noticed. So, we pondered: “What if we make them come first, then build a product tailored to them?”

And that’s precisely the path we embarked on. Before getting wrapped up in app features, we prioritized branding, web presence, and a content strategy designed to resonate.

Why Content is the North Star in Product Discovery

Here are some compelling reasons why leading with content could be a game-changer:

1. Quick Wins with Content:
Content can be your rapid prototype. It’s a swift way to measure genuine interest in a potential product or feature. Be it SEO articles, newsletters, or engaging tweets; you’re looking at progress within weeks, not months.

2. Deciphering the SEO Enigma:
For new SaaS entrants, climbing the SEO ladder can feel like scaling Everest. Kickstarting with content gives you a sneak peek into the organic traffic landscape and potential goldmines.

3. The Early Bird Gets Ranked:
Launching content early is like setting your clock ahead. Yes, content may take time to rank, but why not get a head start? Amplify it with ads and gauge genuine interest through early sign-ups.

4. Building Your Followers:
Crafting content as your product develops means by launch day, you’re not introducing your product; you’re presenting it to an already engaged community. It’s like hosting a party where half the guests are friends.

5. The Art of Pivoting:
Changing direction with content is like altering the course of a speedboat, while with products, it’s more like turning an ocean liner. Content provides the flexibility to adapt without draining resources.

A Gentle Nudge to Tomorrow’s Entrepreneurs

To all budding founders, especially the bootstrappers: consider leading with content. It’s not just about lean product discovery, but it also showcases momentum to prospective backers.

Collaborating with forward-thinkers who dare to innovate is truly refreshing. This content-forward method signifies the evolving landscape of product creation. It underscores the importance of smart design, placing our audience front and center.

As you sketch out your startup’s blueprint, bear this in mind: content isn’t just a crown jewel—it might just be the foundation of your empire.


Traditional product design emphasizes creating and launching, but a recent partnership introduced a fresh perspective: lead with content.

By prioritizing branding, web presence, and resonant content, you can swiftly gauge interest, master SEO challenges, get ahead in search rankings, cultivate an engaged audience, and maintain flexibility in strategy.

For startups, especially bootstrappers, this content-forward approach is not just efficient—it might be foundational for success.