Marketing for engineers: great devices are not the same things as great products

Engineering and marketing don't always work in harmony with one another. Frequently this is due to the lack of understanding of what it takes to make a successful product in the market. This paper highlights for the engineer three of the basic tenets required for a successful product: nothing happens until someone sells something; there must exist a marketable difference in your customer's mind for him to buy your product; and all salesmen sell hope.