Great products don’t market themselves
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. To many, hype was synonymous with snake oil. 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…
A board meeting attendee cautioned against excessive marketing and PR efforts, suggesting it could be likened to presenting false promises. The company in question, however, is making groundbreaking technical advancements in its field, yet remains largely unknown to the broader market. The company's founder recounted a unique technical accomplishment never achieved before, emphasizing the importance of substance over marketing.
This sentiment is shared by many technical founders who prioritize the substance of their work over effective marketing. In software, sales and marketing materials often exceed the capabilities of the product, and overdoing it can lead to serious mistakes or fraud. Companies like Cluely, Delve, and Theranos have fallen victim to this pitfall.
Despite the risk, some founders remain silent, hoping the technology will speak for itself, but this creates its own set of risks. For tech companies, especially those in deep tech and physical AI, the product might take years to mature, and the market may not fully grasp the category. To help founders establish their identity early, a deep tech investor shares five marketing principles.
The first is to market the vision, not just the product, as it allows for flexibility and adaptation over time. A marketing strategy should begin with defining goals and audience, ensuring that the messaging aligns with the intended outcome, whether it's fundraising, talent recruitment, or entering a specific market. The messaging should change based on the target audience, with different proof points for various stakeholders.
Instead of waiting for a perfect moment to launch, a steady cadence of communication is crucial. Frequent updates, such as technical posts on social media and case studies, can help build a strong identity without waiting for the perfect product moment. Finally, substance should come first before ramping up marketing efforts, as a lack of substance can harm the company's reputation regardless of the marketing efforts.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
