[leocgcd]

Marketers necessarily sell something that doesn't exist because part of their job is creating that thing.

Theranos is an example of a failed project through and through, but even something unarguably successful like the iPhone was built through market strategizing-- not just technical engineering. Identifying what consumers wanted, conveying that vision, shaping a compelling brand, these are all things that can easily be written off as "fake" by people who cannot buy into the vision, but when done well they are just as important as the technical innovations.

[imiric]

> Marketers necessarily sell something that doesn't exist because part of their job is creating that thing.

Funny. I thought a marketer's job is helping companies sell their product, not selling a nonexistent product based on a vision. The individuals and companies doing the latter are known as grifters, snake oil salesmen and scammers.

The iPhone succeeded because it was a fantastic product released at the right moment in history. Apple saw a major gap in the market, and they filled it brilliantly. No amount of marketing would've made the iPhone a success if it wasn't an outstanding product on its own right. Apple embellished its capabilities with its usual marketing tactics, but the product was real, and people wanted it regardless.

What you're advocating for is exactly what Theranos did. Market the product first even if it doesn't exist yet, and the product will miraculously materialize from that vision. This is known as fraud, and is what rightfully landed its CEO in prison.