GoKawiilTech founders often assume technical breakthroughs will speak for themselves. They won’t. Building a company also means building a narrative. 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.
Great products don’t market themselves
Why This Matters
This article highlights the importance of strategic marketing and storytelling in the tech industry, emphasizing that technical innovation alone isn't enough to ensure success. For consumers and companies alike, effective communication can differentiate a product in a crowded market. Without a compelling narrative, even groundbreaking products may struggle to gain recognition and adoption.
Key Takeaways
- Technical breakthroughs need accompanying marketing to succeed.
- Building a narrative is essential for product visibility.
- Overreliance on hype can undermine credibility.
Worth a Look
Building a StoryBrand" by Donald Miller — If the article's point is that great tech doesn't sell itself, this is the classic playbook for turning a product into a clear narrative customers actually care about. Donald Miller's framework helps founders swap vague "hype" for messaging that explains why the breakthrough matters.
See Building a StoryBrand" by Donald Miller on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Get alerts for these topics