How tech companies can break out of business-as-usual marketing

A company stands out from its competition when it easily conveys uniqueness. Especially in the technology industry, where there is pride and pressure to innovate, there are few examples of products that are so distinctive from their competitors that buying decisions are based on features alone. Often what sets your solution apart is discovered once a prospective buyer has been sold on you. That means, before you even have a chance to show off your creation, you must first gain their attention and intrigue.