Consumer electronics marketing beings with engineers, because they’re the ones who created the products. So, they’re the ones to introduce them to the rest of the company, which includes the marketers.

As such, all marketing begins as highly technical and overcomplicated. That’s because it comes from engineers who have been professionally and formally trained to think about complex things in complex ways.

Marketing tends to take that language, change it slightly, and unleash it upon the world.

I have a better idea:

When engineering is finished with the product, they should simply hand it over to the marketers without saying a word.

The marketers should then use the product daily for two weeks. Concurrently, a let a small group of consumers use the device.

Then, these marketers should go to a conference room together with the customers, and spend 90 minutes discussing how they used the product, what they loved about it, and how it improved their lives.

That should be the beginning of your marketing.

Simple. Lifestyle-focused. Nontechnical.

Let the engineers do what they’re best at. But don’t let them set the marketing course for your multimillion dollar products and services.