The article covers that under the imperative of discovery. Learn what works quickly because you may not know what the core part is otherwise.

There's ways to navigate it.

It's the XY problem. The customers tell sales they want Y, rather than stating their problem X which they think Y will solve. Sales runs breathlessly to the dev team and demands we implement Y. Now scale this up to 10 customers or 100 customers. They all have the same X but come up with independent Ys.

You see the problem immediately. Sales/marketing didn't do their job sussing out what X is and wastes dev time with Ys. And worst of all, write once, support forever. Each one off Y has to be maintained for the special snowflake customer that uses it. None of the Ys actually work well for all the customers with problem X so you end up drowning in "technical debt" spent to create them all.

If your marketing department leads the company, I've discovered the best option is to just quit. Go find a job at an engineering company.