I thought the Theranos case demonstrated the sheer power of marketing and comms :)- you can persuade people that a product exists , even if it doesn’t, and the proposition it makes even if it can’t make one! Subject experts are usually boring, peer reviews are not really read by the people they wanted the buy in from. The lesson is for entrepreneurs, ‘shark tankers’, hustlers - fail if you have to.
I thought the Theranos case demonstrated the sheer power of marketing and comms :)- you can persuade people that a product exists , even if it doesn’t, and the proposition it makes even if it can’t make one! Subject experts are usually boring, peer reviews are not really read by the people they wanted the buy in from. The lesson is for entrepreneurs, ‘shark tankers’, hustlers - fail if you have to.
Loved this takeaway ma'am- "Fail if you have to"