Assume that your technology will work, and ask yourself, "Who is going to buy the darn thing?" Evidence is now available to invest MORE IN MARKETING than in engineering to find out! The implication for technology-based enterprises is a fundamental shift in management attention and investment commitment toward decisive, up-front marketing.
Engineers know how to develop an engineering budget. Simply use the engineering budget to establish the size and timing of the up-front marketing budget.
As the engineering investment proceeds, there are known engineering processes, tools, and methods brought to bear. As the up-front marketing investment proceeds, both entrepreneurs and established companies also use known marketing processes, tools, and methods to achieve success.
Employ the Marketing/Engineering Investment Ratio™ process as a fundamental tool for success.