Marketing Is Everything

 

Marketing Is Everything

Sim Wong Hoo blew it. In 2000 the Singapore entrepreneur came up with the idea that eventually became the iPod. He was approached several times by Apple’s Steve Jobs to do a joint venture. Jobs was turned down, and Sim went his own way—creating half-baked in-house marketing materials and doing no brand advertising. Jobs brought out the iPod and ate Sim’s lunch; now Sim is suing for a patent infringement. It seems inventors like to invent, but they operate on the better mousetrap theory—that buyers will beat a path to their door. “Build it and they will come,” was the refrain in Kevin Costner’s “Field of Dreams.” “Build it