“Consumers do not buy products. They buy product benefits.” — David OgilvyMATTHEW BEEBE, [email protected] 1. Don’t focus on what it is. Focus on who it is for. Whoever said “if you build it, they will come” clearly has never tried to sell a new product before. This may seem counter intuitive, but when you are launching a new product, the last thing you should be focusing on is the product itself. You should be focusing instead on the people who will be using the product instead! For example — don’t just promote the laser’s power. Talk about what that power can mean for those using it. 2. The specs are important. The applications are crucial. ...Read full articleRelated content from Photonics MediaWebinarsIncreasing Efficiency in Robotics and Automation With the Latest Time-of-Flight Camera TechnologyFor applications that demand real-time object detection, such as 3D bin picking, time-of-flight (TOF) technology enhances 3D depth performance and reduces application complexity over traditional 3D...Photonics.com 7/20/2022Machine Vision for IndustryMachine Vision for Industry Speakers include: “Machine Vision:Today’s Trends & Tomorrow’s Challenges to Fulfill the Technical Demands” Greg...Photonics.com 9/26/2013Understanding Camera ResolutionVision systems are complicated by “real-world” variables. Lighting is always different (and never perfect). The size and placement of the item being imaged vary, as does lens quality. ...Photonics.com 9/18/2018Optical Sensing with Metasurfaces: An Evolution for Machine Vision SystemsMetasurfaces are new optical elements that allow complete control over all aspects of light such as phase, wavelength, intensity, and polarization with a single, planar semiconductor layer. Comprised...Photonics.com 7/19/2023