The Difference Between Engineering and Marketing

My friend, one of the best engineers I’ve ever known, has a saying about how we should do good engineering:

“Requirements first, then principles, then feelings.”

This clearly and helpfully lays out the hierarchy of how we go about our engineering work individually and collectively. 

Requirements are the objective north star. Does it do what we’ve been asked to make it do? Requirements are worth arguing about to come to a consensus. They rule the decisions we make. 

When we lack a specific requirement, we rely on our engineering principles. The principles in play are worth discussing and arguing about, but consensus isn’t necessary. What should it do in this situation? What’s the “right way” to do this? 

Feelings are not only third, but the gap between principles and feelings is a chasm. We’re here to make this thing according to the provided requirements. In cases where we need to derive a requirement, we rely on solid engineering principles. Your feelings are irrelevant. 

Let’s contrast that with good product marketing.

It’s exactly the opposite. 

First, feelings. Then principles, and finally requirements. 

What’s the story around the product? How do we want our users to feel? What problem do they care about? 

What kind of person would use our product? What do they care about? What tribes do they belong to? What status do they want to achieve?

What are they trying to accomplish? Why would they use it? 

The engineer tries to build the thing right.
The marketer ensures it’s the right thing.

You need both. In tension. In conversation. With respect.

Because in the end, no one buys specs. They buy the story the specs create.