I’ve worked with a lot of engineers over the years, and they are almost always challenging from a marketing perspective. They tend to believe that marketing and public relations are superfluous. If you build the best product, they reason, the market will recognize that and your product will become the market leader. Marketing is a bastardization of the natural process.
I was reminded of that this week when I saw that Elon Musk has eliminated Tesla’s PR department. Sadly, Musk is confusing Tesla’s market cap for reputation and his Twitter account for marketing. That could spell in trouble as Tesla begins to be known more for failed customer service than being the only high-performing electric vehicle manufacturer.