At a recent board meeting, someone suggested that we needed to go hard on PR and marketing to "build hype." When the phrase "build hype" came up, the rest of the room soured immediately. The company in question is doing legitimately impressive technical work, work that will define the category it is in, and almost no one outside its immediate customer base knows about it.
At a recent board meeting, someone suggested that we needed to go hard on PR and marketing to "build hype." When the phrase "build hype" came up, the rest of the room soured immediately.
The company in question is doing legitimately impressive technical work, work that will define the category it is in, and almost no one outside its immediate customer base knows about it.
In software, it's common practice for sales and marketing materials to outpace what the product is capable of.
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At a recent board meeting, someone suggested that we needed to go hard on PR and marketing to "build hype." When the phrase "build hype" came up, the rest of the room soured immediately. The company in question is doing legitimately impressive technical work, work that will define the category it is in, and almost no one outside its immediate customer base knows about it. In software, it's common practice for sales and marketing materials to outpace what the product is capable of.
In fact, it's often encouraged as a way to probe for product-market fit.
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