Herzberg's framework for why product-adjacent people often make poor messagers: deep proximity to a product creates blind spots about how confusing or jargon-laden an explanation actually sounds to an outside buyer. Inside a company, an answer that's "close enough" or slightly fuzzy is tolerated because everyone shares context; a buyer hearing the same answer cold has no such scaffolding.
Marketing's job, in this framing, is a translation function: take internally-acceptable, technically-precise-but-fuzzy answers and convert them into crystal-clear, jargon-free external statements. This gap — between what the product team understood well enough to ship and what a prospect could actually parse from the company's messaging — was part of what pulled Herzberg from product management into marketing at Wiz.
Related to The 'Dummy Explanation' (Assume Zero Prior Knowledge) (the operational rule this translation work produces) and You Are Not Your User (the general proximity blind-spot this addresses).