Technology sells itself. At least in the minds of engineers, who hold the virtues of a sophisticated technological solution to be self-evident. Alas, not all customers are inclined to follow, and rarely look at technology as an end in itself.
Complex products and innovative technologies are supposed to address real customer needs. A truism, but often a challenge in dynamic markets with rapid product cycles. From my experience of many years in businesses of the telecommunication, information and energy technology sector, I am only too familiar with these tasks. And I know what it takes to link intricate issues with clear brand values, with the result of become firmly anchored in the minds of the audience. Including an skillful navigation of all distribution channels. Sales ahoy!