Adam Gross, a product expert with experience in companies like Salesforce and Dropbox, emphasizes the importance of storytelling in marketing. He argues that "top-down" marketing, which focuses on positioning, pricing, PR, and sales enablement, is still shrouded in mystery, while "bottoms-up" marketing, which focuses on customer acquisition, activation, retention, and funnel mechanics, has become a dominant approach. Gross advocates for telling your company's story, using industry narratives to create differentiation, ingredient branding to highlight unique features, leveraged acquisitions to emphasize key messages, repetition to reinforce core narratives, and PR APIs to format stories for different channels. He also stresses the importance of finding ways to make each new product launch a repeatable experience.