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