Over Engineering

Many of the manufacturing companies we’ve come across share a common internal characteristic — they’re consumed by an engineering mindset. And for good reason. But this feature-minded, product-centric outlook causes trouble for marketing and sales.

Engineers and customers don’t care about the same things.

Your engineering staff is a valuable resource when developing your marketing materials… but they’re not marketers. They’re often so enamored with the engineering minutia of a new product that they lose touch with why a customer should care. They’re selling the features and celebrating the challenges their department overcame to deliver the product. But you have to keep your eye on the only thing that matters — how it benefits the customer.