Why The Greatest Inventors Are Great At Hype
What’s more important, the invention or the hype?
The importance of generating hype alongside meaningful improvements may explain why many of our greatest inventors — Steve Jobs, Elon Musk and Thomas Alva — are supreme hucksters. The ability to create the hype alongside the invention may be decisive. Perhaps that was Nikola Tesla’s failing?
In the pantheon of human importance, we always accord high status to the inventor, and low status to the showman. But almost every significant technology, even vaccination, has required ten times as much effort in the selling as in the conception.
As I say to my vicar wife, if ever she criticises my working in advertising: ‘Fair enough. But no one would have heard of Jesus if it hadn’t been for St Paul.’
Source: The Spectator
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