In your mind, what kind of technology company are you running / working for / working with?

Is it a product manufacturer? If so, you’re focused on features, technical specifications, and hardware. Your marketing and communications are focused around your products. Your language is probably pretty high tech. And in general, your marketing is far less effective than it can be.

Or in your mind, are you running or working for / with a lifestyle improvement company? This is a tech maker that’s focused on the customers. You know how your customers use your products. You know how they talk about your products. You know exactly the value your devices bring. To market your products, you tell stories instead of detail your product specs. And in general, your marketing is very effective.

So, which business are you in? Product manufacturing, or life improvement?