Technology Credibility vs. Company Credibility

“These are the two “natural” marketing rhythms in high tech—developing the early market and developing the mainstream market. You develop an early market by demonstrating a strong technology advantage and converting it to product credibility, and you develop a mainstream market by demonstrating a market leadership advantage and converting it to company credibility.”

“There are four domains of value in high-tech marketing: technology, product, market, and company.”