The concept of growing a product's voice is crucial in today's software-dependent world, where users only truly connect with products when they speak to them in a distinctly human voice. To achieve this, marketing needs to develop its own line of enquiry into "why" - the purpose and value behind the product. By reframing features in terms of the problem they solve and the value they create, marketers can construct a narrative framework that ties together the various components of the product's mission. This framework should be grounded in reality and take into account the unique characteristics of each feature. To build a genuine voice, marketers must acknowledge that the message is automated and use techniques such as "suspension of disbelief" to suspend their audience's disbelief. The key is to do what fits for the current stage of the product, as branding is an ongoing process that requires constant reworking and readjustment. By adopting this approach, startups can build a unique voice that resonates with their users and sets them apart in the market.