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1
Stereotypes:
They’re fun because
they’re true!
Engineering vs. Marketing
5 Rules for
Peaceful
Coexistence
2
Marketeerish to Engineerian Translation
Marketer: “It needs more sex
appeal…”
Marketer: “We need
something disruptive*…”
(*insert marketing buzzword of
the month)
Marketer: “The market study
we purchased says…”
What Engineering hears: “I have
no idea what I want. Now go do it!”
What Engineering hears: “I read
the dust cover on a Malcolm
Gladwell book this morning. The
words sounded smart, which made
me feel empowered.”
What Engineering hears: “We
spent your annual salary on some
charts illustrating common sense!
Carry on.”
3
Engineerian to Marketeerish Translation
Engineer: “It’s a program
risk.”
Engineer: “It’s technically
infeasible.”
Engineer: “How are you
going to pull that out of the
mold tool?”
What Marketing hears: “That
sounds like work.”
What Marketing hears: “That
sounds like a lot of work.”
What Marketing hears:
“When will you openly worship
my innate superiority?”
4
RULE No.1:
Use plain English
(or your language
of choice)
One plain-English sentence is
worth a thousand industry
buzzwords. All too often, we try
to hide a lack of real insight by
using important-sounding lingo.
5
RULE No.2: Cede all authority
outside your areas of expertise
Allowing competent
professionals to do what
they do best. Marketing
serves a crucial role in a
successful business, as
does Engineering. For
these to mesh well
together, strong, mutual
respect is vital.
6
RULE No.3: Assume every request is difficult
Nothing makes an
engineer angrier than
when someone in
management asks if he or
she might “just” do
something with a design.
When making requests, I
find it’s best to always
assume that it will require
a herculean effort on the
part of the person being
asked, and to show
appropriate gratitude for
the work involved.
7
RULE No.4: Be forthright
When one group
feels they can’t trust
the other—as is all
too often the case—
it’s impossible to
collaborate
effectively.
Whatever!?! Sure!?!Is that
True???
8
RULE No.5: Humility
wins the day
If there’s one thing common to all productive
exchanges, it’s humility. When smart people sit
down together believing that their collective
intelligence is greater than that of any one
individual, good things happen.
9
See the full article at:
http://www.solidworks.com/marketing-vs-engineering

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Engineering vs Marketing: 5 Rules For Peaceful Coexistence

  • 1. 1 Stereotypes: They’re fun because they’re true! Engineering vs. Marketing 5 Rules for Peaceful Coexistence
  • 2. 2 Marketeerish to Engineerian Translation Marketer: “It needs more sex appeal…” Marketer: “We need something disruptive*…” (*insert marketing buzzword of the month) Marketer: “The market study we purchased says…” What Engineering hears: “I have no idea what I want. Now go do it!” What Engineering hears: “I read the dust cover on a Malcolm Gladwell book this morning. The words sounded smart, which made me feel empowered.” What Engineering hears: “We spent your annual salary on some charts illustrating common sense! Carry on.”
  • 3. 3 Engineerian to Marketeerish Translation Engineer: “It’s a program risk.” Engineer: “It’s technically infeasible.” Engineer: “How are you going to pull that out of the mold tool?” What Marketing hears: “That sounds like work.” What Marketing hears: “That sounds like a lot of work.” What Marketing hears: “When will you openly worship my innate superiority?”
  • 4. 4 RULE No.1: Use plain English (or your language of choice) One plain-English sentence is worth a thousand industry buzzwords. All too often, we try to hide a lack of real insight by using important-sounding lingo.
  • 5. 5 RULE No.2: Cede all authority outside your areas of expertise Allowing competent professionals to do what they do best. Marketing serves a crucial role in a successful business, as does Engineering. For these to mesh well together, strong, mutual respect is vital.
  • 6. 6 RULE No.3: Assume every request is difficult Nothing makes an engineer angrier than when someone in management asks if he or she might “just” do something with a design. When making requests, I find it’s best to always assume that it will require a herculean effort on the part of the person being asked, and to show appropriate gratitude for the work involved.
  • 7. 7 RULE No.4: Be forthright When one group feels they can’t trust the other—as is all too often the case— it’s impossible to collaborate effectively. Whatever!?! Sure!?!Is that True???
  • 8. 8 RULE No.5: Humility wins the day If there’s one thing common to all productive exchanges, it’s humility. When smart people sit down together believing that their collective intelligence is greater than that of any one individual, good things happen.
  • 9. 9 See the full article at: http://www.solidworks.com/marketing-vs-engineering