As an engineer thinking about products that really got me. This seems a little bit outdated, but it is largely correct. If you sell a thing that I know (e.g. let's say a new Operational Amplifier or transistor) just give me the specs. A fluffy "ten times less noise" sentence is cool and all, but which firstborn was sacrificed to get there? Maybe the THD is really bad now. If you really managed to cover new ground just show all the graphs and how it is better than previous generations of parts.
With other more subjective devices show me why I would want it. And that isn't flashy looks. My equipment could look like a people from the Back to the Future franchise, if it has the right specs, the ergonomics are right and it covers the features I want covered I am all ears. Also: your Smart CloudBased thing is considered an anti-feature unless you open sourced your backend and I can self-host it.
With other more subjective devices show me why I would want it. And that isn't flashy looks. My equipment could look like a people from the Back to the Future franchise, if it has the right specs, the ergonomics are right and it covers the features I want covered I am all ears. Also: your Smart CloudBased thing is considered an anti-feature unless you open sourced your backend and I can self-host it.