Note that this is regarding communicating to engineers about technical products. Which is not the same thing as communicating to non-engineers about technical products.
At least in IT (if not in TFA author's domain of chemical engineering), a lot of technical product sales has to appeal to non-engineers.
Sometimes appealing to engineering is just plain skipped. Like, the less the purchase is on the radar of customer's engineering people, before the enterprise sale is closed, the better.
This is one of the reasons that, if I found a startup doing B2B solutions, I'll try to market first to people within the customer company who have good understanding of the problem, even if I know they're not the final approval for the purchase.
Sometimes appeal to engineering is skipped because if the engineers knew what the product was really about, they would revolt against it before the sale was closed.
At least in IT (if not in TFA author's domain of chemical engineering), a lot of technical product sales has to appeal to non-engineers.
Sometimes appealing to engineering is just plain skipped. Like, the less the purchase is on the radar of customer's engineering people, before the enterprise sale is closed, the better.
This is one of the reasons that, if I found a startup doing B2B solutions, I'll try to market first to people within the customer company who have good understanding of the problem, even if I know they're not the final approval for the purchase.