Michael Mace:

“Just wait.”

So powerful.  So easy to say.  So appealing when your current products are behind the curve, and the press and analysts are beating you up about it.  You can shut up the critics instantly if you just drop a few hints about the next generation product that’s now in the labs.

So dangerous.

The phrase “just wait” ought to be locked behind glass in the marketing department, like a fire extinguisher, with a sign that says, “Break glass only in emergency.”  And then you hide the hammer someplace where no one can find it.

Ideas are cheap, real artists ship, and closing the loop and getting the product out the door is the hard part. Talking about it easy, and marketing teams forget that. They love to talk and hate to wait. Michael nails it on this post. Should be required in Marketing 101 textbooks.