An approach attributed to Marc Benioff: he designs marketing keynotes and campaign stunts (e.g., Salesforce's "no software" campaign) with the same rigor and craft mindset a product person brings to building a product, rather than treating marketing as a separate, looser discipline.
This collapses the usual line between product and marketing craft — the keynote or stunt is itself a designed artifact, iterated and judged the way a feature would be. Compare Product-to-Marketing Translation Framework (Blind-Spot Reframing) (bridging product and marketing as separate functions) and Novelty-Booth Strategy for Low-Awareness Brands (a specific marketing-as-attention-getting tactic); this concept is about the design process, not a specific tactic.
Reported by Tamar Yehoshua (Glean), citing Marc Benioff (Salesforce).