ExperSchlock-NeoTune?

Good engineers make good software.  PAS, OSIsoft, and others make this point.

Mediocre engineers can crank out mediocre software.  No names mentioned.

But, with rare exception, almost all engineers make bad marketers.

Remember the world of Advanced Process Control?  In that market, engineers reduced the selling process to a feature:function comparison, driving prices lower and lower. This, in turn, drove away the high talent, stifled innovation and reduced customer benefit.

An interesting case study of how an entire niche market suffered tremendously from bad marketing. 

I know – I was there!

And this kind of bad marketing continues today.

Our engineer friend over at small company ExperTune (they do control loop tuning software, in case you haven’t heard of them), have constructed a comparison chart that would make the folks at ConsumerReports roll over.

I guess they expect customers to believe that this feature:function comparison of their product with ControlWizard is unbiased and accurate…

Their comparison chart is shown in miniature to the left and at www.expertune.com/controlwizard.html.

This chart is like Hyundai marketeers comparing their 2007 Hyundai Elantra to the 1988 Toyota Camry.

 

The newer Elantra has airbags, the older Camry does not.

The newer Elantra has anti-lock brakes, the older Camry not.

But a comparison like that is almost worthless - especially if it is promoted by Hyundai themselves...

And, although some companies may like comparing their latest and greatest to someone else's 1988 model, that doesn't really give the true picture for 2007 - where Toyota far outranks Hyundai. 

Maybe the ExperSchlock Marketing Company thinks that their target market is not smart enough to figure this out….

But all bad marketing eventually leads to bad results. 

Caveat Emptor – once you buy it, it’s yours.

Especially when anyone shows you a “comparison” chart that looks so imbalanced.

…

By the way, hopefully the folks at ExperTune are embarrassed enough to pull down their “comparison” chart and retain some credibility.  But if you have a copy of their chart and want input on how our product really measures up, drop me an email.

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