Shift left on go-to-market to build better products is a great post by Frank Tisellano on why product managers have to consider Go to Market efforts while they are still deep in the understanding/planning phase of a project:

Great PMs recognize that building a good product is table stakes and that the way to truly differentiate themselves is by taking a strategic approach to how customers or users find and adopt their products.

In other words, great PMs shift left on go to market, considering and developing their distribution strategy while they’re still prioritizing problems to solve, long before a PRD is written, let alone a line of code.

He goes on to give some practical tips—and examples—on how to make GTM a bigger part of the PM process.